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Drawn by Jacques Darcy for Saks & Company

JULY 14, 1926

15 CENTS A COPY

In this issue:

"How Shall We Break the Retailers' Silence?" By Ray Giles; "Is There
a Saturation Point in Advertising-" By Norman Krichbaum; "Selling
Radio" By H. A. Haring; "The Boom — And After" By Amos Stote;
!"Do Advertisers Sell Goods — Or Advertising^" By Robert K. Leavitt

ADVERTISING AND SELLING

July 14, 192f>

Advertising
That Will
Still Further
Increase
the Sales of
Standard Oil
Products

THE Standard Oil Company (In-
diana), believing that the best
results from their Chicago adver-
tising can be obtained through the use
of space in The Chicago Daily News,
have made a contract for six full pages
in the Saturday Photogravure Section
of The Daily News (in addition to their
black and white schedule). This adver-

tising will appear at intervals covering
a period of six months.

The campaign was written and de-
signed with the specific idea of inter-
esting Daily News readers in the prod-
ucts of the Standard Oil Company (In-
diana), as the best means of increasing
the dealers' sales.

THE CHICAGO DAILY NEWS

First in Chicago

\l)\ ERTISING REI'KESF.NTATIM-S

Ni v. York
.1. It. Woodward

110 E. 12d St.

I >l Mil HI

\\ oodvi ard & Kills
line Arts Itiiildini*

( Chicago

\\ oodward >V Kelly

360 N. Michigan Ave.

San Francisco

C. Geo. Krogness

353 First Natl Hank Bid)!.

Published every othei Wed & i ng Fortnl htly, Inc., 9 East 38th SI Mew

Tblumi i No. 6, Entered ml class mattei Ma: . 1923, a( Po i Oftlci

\ Vint., \. v. Subscription price $3.00 pel
.ii New v.. iu under Act *•( March 3. 1879.

July 14. 1926

ADVERTISING AND SELLING

■

,/ oil

Friction begins its insidious
i ij destruction
t often, before you even know

B':r:

«f protect,,,,,
I Joe m, /„,(

- \\ .

n!.,

■

But the

PERFORMANCE

of each one of them
depends upon a

FILM OF OIL

luuyinrg rot
Tiny made
hundreds a"d hundreds of labora-
tory i.puum:,,! mid road trsts
Finally, they petfected, in Vcedol,
in ...I that offers the utmosl resis-

■i en the
n osrstend-

. ill ■ i

Tfo-FlLMry m >T1 -HON

Facts need never be dull

THIS agency was one of the first
to adopt the policy of "Fads first
—then Advertising/1 And it has
earned an unusual reputation for sound
work.

Yet this organization does not, nor
has it ever, confused "soundness" with
"dullness." It accepts the challenge
that successful advertising must com-
pete in interest, not only with other

advertising, but with the absorbing
reading matter which fills our present'
day publications.

We shall be glad to send interested
executives several notable examples of
advertising that has lifted difficult sub'
jects out of the welter of mediocrity.

Joseph Richards Company, Inc.
253 Park Avenue, New York City

X\ICHARDS * * * Facts First * * then Advertising

ADVERTISING AND SELLING

July 14, 1926

Confidence

rT1 HE confidence of the public
-I must be earned. It isn't a
gift from the gods. It takes time,
too. to establish it. A number of
good newspapers have come and
gone in Indianapolis in the last
56 years, but The News has
steadily won a deeper and more
enduring public confidence — the
kind of confidence that gives an
advertising message in its columns
much the character of a spoken
recommendation from a friend.

II) ECAUSE for more than half a century
*-) The Indianapolis News has steadfastly
refused for any reason to jeopardize ever
so slightly the confidence of its readers, it
is able to give advertisers to an unusual
degree the most important of all the plus
factors — reader confidence.

An advertiser in The News buys, legiti'
mately, the confidence of News readers in
The J^lews for his message.

He is the beneficiary of a public confidence
that was 56 years in the building.

He buys for his product a tangible good'
will, based on confidence, that is rigorously
protected by the absolute exclusion of
doubtful copy from other advertisers that
might even slightly impair it.

He enjoys the imponderable yet invalu-
able distinction of good company.

His selling message is accompanied by
editorial matter of distinguished character
locally, and nationally respected.

He buys an imperative attention value
born of the eagerness with which The
News is daily welcomed in the best homes
in Indianapolis and the Indianapolis radius.

The News rate is based on the quantity
of its circulation, as all rates are This plus
factor — this profound confidence, respect
and unswerving loyalty of News readers
— costs nothing and accomplishes mv
paralleled results in this remarkable market.

THE INDIANAPOLIS NEWS

\'tw Y~>rk, DAN A. CARROLL
110 East 42nd Street J

Frank T. Carroll, Advertising Director

Chicago, J. E.J.UTZ
TheTower Building

July 14, 1926

ADVERTISING AND SELLING

Everybody's Business

By Floyd W. Parsons

whether I
a garage

NO matter
talk to
mechanic or a cor-
poration president, I am
informed that we are in for
a couple of years of very
bad weather. Two or three
years ago when I got hold
of some interesting data
that indicated we were ex-
periencing a considerable
drop in that new and im-
portant curve our scientists
call the solar constant, the
idea came to me that here
was something we might
discuss with interest and
profit. I could count on my
fingers all the men that
knew anything about the
problem at that time, but
it really looked as if we
were witnessing the birth
of a new art that might be
highly beneficial to life and
industry.

Since then I have fol-
lowed developments in this
field closely and have not
found any good reason for doubting the soundness or
value of the new science of predicting the weather
some months or even years in advance. But its accu-
racy has yet to be proved and I am wondering if we
are not commencing to mistake what is still theory
for fact. Never has the weather of the future been
so effectively advertised. Economists, financiers, indus-
trial executives and business men generally are
including the weather problem in their calculations and
plans. Surely the spread of the idea of a summerless
year in 1927 is a tribute to the power of the nation's
press. If this were a psychological problem founded on
the action of the human mind instead of upon the un-
controllable forces of nature, there would be no ques-
tion as to the certainty of the coming of a "year with-
out a summer."

It is a good thing that we are giving thought to
the possibility and consequences of a period of poor
crops. Being forewarned we may exercise greater cau-
tion and thus mitigate the evils of a period of abnor-
mal weather. On the other hand, we must keep open
minds in the matter and not forget that this new
science of long-distance weather forecasting is still on
trial. Perhaps we have the germ of a big idea that
can be utilized in a practical way. Scientists certainly
are not in full agreement on the question. If the
theory is proved to be sound, the officials of the U. S.
Weather Bureau will be stark naked so far as any
covering of prestige is concerned. They have gone
only a very short distance in modifying their opposition
to the whole scheme.

The unofficial weather prophets surely have won the
first round in their controversy with the Government
prognosticators. The unseasonable weather of May

(cl Brown Bro*.

and June has chalked up
a few tallies for those
who have lined up with the
new school of thought. All
over the world we get re-
ports of a slow but contin-
uous chilling of the waters
of the ocean. We also get
a creepy feeling when we
go back through history
and find that the years of
world-wide crop failures
appear to have come at
regular intervals in con-
formity with definite cycles
of sun spots and tidal ab-
normalities. In the past we
did not have instruments
with which we could meas-
ure the daily heat received
from the sun. Nor did we
know very much concern-
ing the effects on the
tides of changed positions
of the sun and moon in
their relation to each other.
Even now we cannot be
sure whether a condition of
maximum spots on the sun
The chief exponent of long-

means more 'or less heat.

distance weather forecasting says that the more spots
there are, the less heat we get. On the other hand,
Dr. Abbott, an authority on sun observations, has here-
tofore held the reverse opinion. A number of these
points will be cleared up during the next two years.

We can all be glad that someone started this furore
over long-distance weather forecasting. I am willing
to give all of the credit to H. Janvrin Browne in Wash-
ington who has succeeded in bringing about a degree
of healthful activity on the part of those whose busi-
ness it is to make weather forecasting something more
than merely a matter of daily advice as to the desir-
ability of carrying an umbrella. This stirring up of
the subject has resulted in expeditions to the North
Pole and to Greenland — the birthplace of storms. It is
forcing our official weather observers to prove then-
assertions that weather variations are not due to sun-
spot cycles and such things, but to dynamic-meteorol-
ogy, which in simple language means the mechanics
of the earth's atmosphere.

People who never before were interested in the sun
and things oceanic, are now commencing to study these
subjects. The result may be not only the disclosure of
knowledge that will greatly benefit industry and save
us from the evils of an unexpected crop disaster, but
this research may lead eventually to the discovery of
the secrets of radiated heat. When we learn how to
heat by radiation instead of convection, there will come
a revolution in all of our heating industries, and in
our mode of life as well.

If science can perform this feat, we will then be
freed of some of our worries concerning the future of
world weather.

\I>YERTISING AND SELLING

July II. 1926

Blossoms Ahead

Clients of this agency are not bound by contract.
They are still free, legally, after they have appointed
us as advertising counsel. The document which
makes business relations is more forceful, more effec-
tive than any arbitrary agreement. It is confidence,
two-sided. Clients come to us because the chart of
what we have done for others is a conclusive indi-
cation of what we are likely to do for them. We
promise little except that we will do the best we
know how, governed by a ripe experience. After a
year or two of working together, our customers
generally find the promises in bloom.

The Geyer Company
Advertising

Third National Building, Dayton, Ohio

July 1-t, 1926

ADVERTISING AND SELLING

BIRMINGHAM

.'■

^Ae (9ndwtr/a/ <&ity

/i ^/

Speeding Up of All Activities
to Meet the Demand

Sales of pig iron, coal and coke, Portland cement and other products of the Birm-
ingham District, the industrial section of Alabama, are showing marked revival, and every
indication is that there will be a speeding up of all activities during the last half of the
year.

The completion of four new open furnaces
to produce steel will make it possible to oper-
ate all mills and fabricating plants at capacity.

Coal and coke production will be increased
to care for the home use and the shipping thru
the ports at Mobile and New Orleans.

Great increases will be shown in 1926 in production of the basic
materials over the year 1925. In the first six months a splendid showing
was made.

Public Improvements of #3,000,000 for 1926 under way Now.
#4,300,000 Is the Weekly Payroll for Birmingham, Today

The News gives to advertisers:
Complete Effective Coverage.
True Reader Acceptance, Perma-
nent Prestige, Results — with
Profits.

The National Adver-
tising gain for The News
first six months 1926 —
196,588 Lines.

The News continues to be a con-
stant reliable influence in the
daily lives of all Birmingham
citizens.

©foeSHrmmgham News

Marbridge Building
New York City

The South's Greatest Newspaper

National Representatives: KELLY-SMITH COMPANY
Waterman Building Atlantic Building

Boston, Mass. Philadelphia, Pa.

J. C. HARRIS, Jr., Atlanta

Tribune Tower
Chicago, 111.

ADVERTISING AND SELLING July 14, 1926

Sell Your Market at the Core

"CVE-RY good sales manager knows that good selling begins in the
heart of a business.

Before your buying public is sold, every one who sells for you
must be sold.

Your own selling force, your jobbers and their selling force, your
dealers and their selling force, your bankers, — all the trade factors
whose influence counts in carrying your sale down the rapids of trade,
— all must be sold.

Consider, then, the part the 225,000 business tion's Business — at least the more important

men who read The Nation's Business play and more enterprising ones do.

in your selling. Advertising in The Nation's Business will

D , , . sell them on the character of your product,

buyers lor your product, yes — but pro-
moters for your sales, too. But the>' a,so know that their best Pros"

Take the sale of paper,

pects read The Nation's Business too.

And the knowledge that you are adver-
tising in The Nation's Business also assures
fov instance them that you are building acceptance for

your product with their prospects.

Paper jobbers and their salesmen, master To the sale of the character of your product

printers and their salesmen read The Na- you have added the sale of its salability.

When you advertise in The Nation's Business, you

advertise both to the market that buys and to the

market that sells your product

NATIONS
BUS|M£SS

MHRLE THORPE, Editor

PUBLISHED MONTHLY AT WASHINGTON BY THE CHAMBER
OF COMMERCE OF THE UNITED STATES

July 14, 192b

ADVERTISING AND SELLING

Record of Total Advertising — New York Evening Newspapers

TWELVE MONTHS ENDED JUNE 30, 1926

ACATE LINES

July

Last Six Months of 1925 -

Aug.

Sept.

Jan.

400.000
200.000

First Six Months of 1926 n

AGATE LINES
Feb. Mar\ April May June

The Outstanding Leader

Among New York Evening Newspapers

THE characteristic that determines the pro-
ductiveness of a newspaper as a medium for
advertisers is the kind of people who read it.

If all persons were equally responsive to adver-
tising, then the newspaper with the largest circu-
lation would bring the best results. But persons
vary greatly in their needs and desires, in their pur-
chasing power, in their intelligence, in their atti-
tude toward advertising.

And so, newspapers vary greatly in their value to
advertisers — in their ability to produce results; and
this variation is dependent more on the quality, the
responsiveness, of circulation than on the quantity.

The reason why advertisers get better results
through The Sun than through any other New
York evening newspaper, the reason why they use
more space in The Sun than in any other New
York evening newspaper, is because The Sun is
read by people of more than average means and
better than average intelligence — people who have

purchasing power as well as purchasing impulse —
people of wide activities, many interests and large
influence — people who are responsive to advertising.

Among these people The Sun has a larger home
circulation than any other New York weekday
newspaper.

For twelve consecutive months The Sun has
published more advertising than any other New
York evening newspaper — an indication of the
superior productiveness of its advertising columns.

During this period The Sun published 16 million
lines of advertising — leading the second evening
newspaper by more than one million lines.

For twelve consecutive months The Sun has
made larger gains in advertising than any other
New York evening newspaper — an indication that
advertisers in increasingly large numbers are be-
coming convinced of the advantages of The Sun
and are satisfied with the results secured through
The Sun.

The Sun maintains a rigid censorship on all advertising

280 BROADWAY

NEW YORK

BOSTON
Old South Building

WASHINGTON, D. C.

Munscy Building

CHICAGO

208 So. La Salle St.

LOS ANGELES
Van Nuys Building

SAN FRANCISCO
First National Bank Building

\l)\ F.RTIS1NG AND SKI.I.IM;

July 14, 1926

MR. FORD and the
Advertising he didn't be/ieve in

A PPARENTLY spurred to
■L V further economies by the
aggressive competition of his
rivals, Mr. Ford is reported to
have made drastic cuts in his
budget.

"Cut it#//out," he is quoted
in regard to his present adver-
tising appropriation. "I never
did believe in it."

Read those last words again.
In them you will find the real
motive for Mr. Ford's action.
No advertising effort can suc-
cessfully struggle against such
an attitude. Sooner or later
the advertising campaign not
wholly believed in drifts into
the lost limbo that is crowded
with efforts that were dubi-
ously tried and — not so strange
— didn't seem to work.

lo our minds the advertis-
ing of the Ford automobile
lacked what we consider a very
essential quality. In spirit, in
intent, in message, there was
no distinct, quotable theme.

If, for comparison, the name
Armstrong is mentioned, you
think of beautiful patterns and
colors of linoleum for every
floor in the house.

I tamilton is the name of a
watch so accurate that railroad

men largely favor it. Maxwell
House is that fine old coffee
served by Southern aristocracy
in the hale von days "befoh de
wah."

No matter how many argu-
ments are advanced in the
course of an advertisement for
any of these products, one
argument is invariably para-
mount. From it the h\\i theme
flows.

In our own practice, we be-
lieve that it pays to present
the theme in the nature of a
promise to the reader. A prom-
ise of information that the
reader needs but did not pre-
viously possess. A promise of
how your merchandise will
work to his great benefit.

What might Mr. Ford prom-
ise in his advertising?

The Ford does not use the
standard gear shift. Does the
planetary transmission prom-
ise more in power or economy ?
The Ford dispenses with a ser-

vice brake on the rear wheels
and places it on the driving
shaft. Does this make for bet-
ter braking? If the hand ac-
celerator has advantages not
found in the foot accelerator,
wouldn't the public appreciate
being told?

There are many ways of ad-
vertising any product. Work,
try, experiment until a sound,
workable presentation is found.
Make that your theme. Pre-
sent that theme in as many
ways as you can practically
devise. But present always
that one theme.

A fairly simple test of the
value of any advertising theme
is this: Does it make for a
simple quotable idea? Is it a
conception that you and your
advertising advisors can give
in a few words, quickly — and
that busy men and women
will unconsciously quote to
themselves when they think of
your product?

GEORGE BATTEN COMPANY, Inc.
^Advertising

GEORGJ BATTEN COMPANY, Inc. >* NEW YORK * CHICAGO •*

BOS TON

July 14, 1926

ADVERTISING AND SELLING

Buffalo the Wonder City of America

To Financial Advertisers
Seeking Business in Buffalo*"

TO SECURE greatest possible results from financial advertising it
should reach the investment buyer of the FUTURE as well as the
investor of the present. In the Buffalo territory the News reaches
and influences both.

The News is read in more than 140,000 homes in Western New
York. Average daily circulation for May was 142,907.

The News has the interest of the investing public because it gives
complete financial and business news — all the news and quotations of all
the major markets.

The News gives TODAY'S financial news TODAY — when inter-
est is most keen.

The News has unusual reader interest and influence because of
its authentic news service and its well-known policy of protecting its
readers by careful censorship of all advertising.

The market for financial advertisers is steadily increasing because
new people are constantly reaching higher ground financially.

Reach both prospective and present investors in Buffalo by direct-
ing your advertising message to them through the paper they read — the
News. It can be done effectively and at moderate cost.

Cover the Buffalo Market with the

Buffalo Evening News

A. B. C. Mar. 31, l»2b
134,469

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

Present Average Over
142,000

Marbridge Bldg.. New York. N. Y.
Waterman Bldg., Boston, Mass.

Tribune Tower, Chicago, III.
Atlantic Bldg., Philadelphia, Pa.

ADVERTISING AND SELLING

July 14, 1926

tfitTlNG

Not as many men as possible — but as
many worth-while plants as possible"

The visiting manufacturer looked at the
subscription man in surprise.

"Do you mean to tell me that POWER
doesn't try to get as many subscribers
as possible wherever you can get them?"

"Not at all," replied the subscription
man. "We of the McGraw-Hill papers
are interested in quality, not in num-
bers as such. Our aim on POWER is
to get as many worth-while plants as
possible, and then land the responsible
man — the man who plans and buys — in
that plant. When we find an industrial
plant or central station where by some
chance there is no POWER subscriber,
we send a field man to it and it is up to

him to stay there till he lands the re-
sponsible man."

"That's great, but it must be
pensive !"

ex-

"Of course! How do we justify it? By
the fact that this policy makes POWER
invaluable to you men who sell power
plant equipment."

The manufacturer looked at the
circulation man. "Well," said he em-
phatically, "that puts POWER in a
different category from any other
power plant paper I know anything
about."

POWER — the leading paper of the power field — is
the most direct route to the buying power of the
industry. Are you using it to widen your market?

A. B. C.

POWER

A McQrcuv'Hill Publication
Tenth Avenue at 36th Street, New York

A. B. P.

luh 14, 1926

ADVERTISING AND SELLING

Customers Who "Stay Sold"

Are the Backbone of Your Business

YOU make your profits from "repeaters." The folks who form buying habits
and stick to them year after year are the only kind of customers worth having.

City people are floaters. The nature of their environment makes them unstable
and vacillating. They are constantly besieged by manufacturers who urge and
entreat them to try new things. The alluring advertisements in the many news-
papers and magazines they see; the billboards and car cards; the enticing store
windows; the many special sales and bargain offerings of the big stores, all clamor
for their attention and their money.

They may try your product; they may like it — but the chances of their forming
the permanent habit of buying it are comparatively small.

Out :n the small town and rural districts an entirely different condition prevails.
The country customer buys after due consideration of what you offer him for his
money. When the time to buy again comes around, he isn't besought on every
hand to try something else. He buys your goods again and again — they soon take
their place among the regular family equipment which he continues buying, year
after year.

These are the people who will make profits for you. Theirs is the business you
should go after and keep after.

They are easy to reach. All their homes, from one end of the country to the other,
give a hearty welcome and a careful reading to The Country Newspaper.

Through this ONE medium you can reach 9/2 million small town families — reach
them in the direct, intimate way that produces profitable results. Use The Coun-
try Newspaper as a national medium; or use it to cover such States or zones as
your sales problems may make advisable. It will bring you an army of customers
that will "stav sold."

The country newspa-
pers tepresented by the
American Press Asso-
ciation present the only
intensive coverage of
the largest single popu-
lation group in the
United States— the
only 100% cocerage
of 60% of the entire
National Market.

Country newspapers
can he selected indi-
vidually or in any com-
bination; in any mar-
ket, group of states,
counties, or towns.
This plan of buying
fits in with the program
of Governmental Sim-
plification, designed to
eliminate waste.

Represents 7,2 13 Country Newspapers — 4 7 }-£ Million Readers

Covers the COUNTRY Intensively
225 West 39th Street

122 So. Michigan Avenue M™.. V».U f^it-,. 68 West Adams Avenue

CHICAGO NeW York Clty DETROIT

\l>\ KKTIS1NG AND SELLING

July 14. 1926

How shall we judge

Is not their value based upon
the market itself in terms of
where that market really buys?

WHERE do the Boston department
stores get the bulk of their busi-
ness? Do they draw their biggest volume
from the 30-mile trading radius ordi-
narily credited to Boston?

They do not. That trading radius
contains five other large cities with
shopping centres of their own. 74%
of all packages delivered by Boston
department stores go to homes located
within 12 miles.

This is proved by the Clearing House
Parcel Delivery which serves nearly all
the foremost Boston stores and which
does not deliver outside an average
12-mile radius from City Hall be-
cause there is not enough busi-
ness to warrant maintaining such
delivery.

64% of all charge accounts in a most
representative Boston store are also
within the 12-mile area.

Why does the Globe lead?

This shows the richness of this ter-
ritory which has a per capita wealth of
nearly $2000.

And in this same 12 -mile area are
located most of the grocery stores, the
drug stores, the hardware stores, the
dry goods stores, served by any news-
paper campaign in Boston.

The Globe has the oldest woman's
page in America. It is a page edited
largely by Boston women themselves.

The Giobe deals with the smaller,
local sports as fully as most papers deal
with national events. It encourages
attention from the high school lad — the
man in the suburb.

And the Globe deals with local and
national politics, with religious sub-
jects, broadly and fairly.

These are the policies of the Globe.
They must be sound if the Globe's pre-
ponderance of circulation in the real
Boston is accepted as a measure of their
appeal.

Retailers want a
concentrated demand

THIN, wide-spread newspaper cir-
culation may get distribution but it
cannot build demand.

The Globe offers every national ad-
vertiser exactly what Boston retailers
of every kind want — a concentrated,
quantity circulation covering the quality
homes that really buy in Boston.

If you want the greatest coverage of
quality circulation in the Boston trad-
ing territory, buy the Globe first.

r r r

TOTAL NET PAID CIRCULATION IS
279,461 Daily 326,532 Sunday

It is pretty generally true in all cities with large sub-
urban population that, in the metropolitan area,
when the Sunday circulation is practically the same or
greater than the daily circulation, there is proof of a real
seven-day reader interest with a minimum of casual
readers of the commuting type.

July 14, 1926

ADVERTISING AND SELLING

newspaper values
Boston ?

In the Area A and B,

Boston's 12'mile Trading Area, are

64 % of department store charge accounts 60 r'c of all hardware stores

74 '"c of all department store package deliveries 57r, of all dry goods stores

61/f of all grocery stores 55ro of all furniture stores

S7f "c of all drug stores 46f '[, of all automobile dealers and garages

Here the Sunday Globe delivers 34,367 more copies than the next Boston
Sunday newspaper. The Globe concentrates— 199,392 daily— 176,479 Sunday.

The Boston Globe

One Qlobe sells Boston^

ADVERTISING AND SELLING

July 14. 1<>:(>

$(je $m fxrrk Bcm&

leads all New York Newspapers
in National Advertising

HP HE NEW YORK TIMES has for years led all news-

papers in the United States in volume of national adver-
tising, weekday and Sunday. In six months of this year The
Times led all New York morning newspapers in total
volume of national advertising weekday alone, and all New
York newspapers weekday and Sunday.

NATIONAL ADVERTISING SIX MONTHS, 1926

Weekday

Weekday Sunday and Sunday

Agate Lines Agate Lines Agate Lines

The New York Times 1,935,874 1,808,358 3,744,232

Second New York Morning

Newspaper 1,752,930 1,161,690 2,914,620

Excess 182,944 646,668 829,612

The New York Times gain in
national advertising in six
months of 1926, weekdays
alone, was 322,894 lines over
the corresponding period of
1925. The gain, weekday and
Sunday, was 636,110 lines
over the corresponding period
of 1925.

In six months of this year The
Times published 15,251,876
agate lines of advertising, an
excess of 5,609,058 lines over
the second New York news-
paper and a gain of 1,664,480
lines over The Times record
for the corresponding period
of 1925.

The Times is overwhelming-
ly the choice of national ad-
vertisers using only one news-
paper in New York, and is
the preferred foundation of
any campaign using two or
more New York newspapers.

Average net paid daily and
Sunday circulation of The
New York Times for the six
months ended March 31,
1926, was 392,695 copies, a
gain of 10,6% over the pre-
ceding six months — a greater
circulation and a greater gain
than any other New York
morning newspaper of stand-
ard size.

Advertising & Selling

Volume Seven — Number Six
July 14, 1926

Everybody's Business 5

Floyd W. Parsons

How Shall We Break the Retailers' Silence? 19

Ray Giles

Choosing a Client 20

H. B. LeQuatte

Is There a Saturation Point in Advertising? 21

Norman Krichbaum

The Boom— and After 22

Amos Stote

Selling Radio 23

H. A. Haring

Educative Campaigns That Fall Short of the Mark 25
Blanche Theodore

Is Cooperative Advertising Here to Stay? 27

W. s. Hays

Do Advertisers Sell Advertising — or Goods? 28

Robert K. Leavitt

The Editorial Page 29

Photographs That Sell Machinery 30

E. J. Patton

Do You Add to the Coffers of the Fake Medium? 34
Horace J. Donnelly, Jr.

Selling Methods Instead of Mechanism 38

John Henry

Style Factors That Effect Copy Power 40

Allen T. Moore

France Breaks New Ground in Outdoor Advertising 42
George F. Sloan e

The 8-Pt. Page by Odds Bodkins 44

The Open Forum 64

In Sharper Focus 70
William A. Hart

E. 0. W. 72

The News Digest 83

THE retailer is at once the
manufacturer's greatest aid
and greatest trial. In his ability
to move the manufacturer's goods
lies the latter's salvation; his in-
difference has proved the stum-
bling block of many a near suc-
cess. His point of view is widely
divergent from that of the man
whose goods he buys, and seldom
is he gifted with any great range
of vision. Ray Giles, who has dealt
with the genus retailer under
many conditions, writes of him in
this issue from the manufactur-
er's point of view, yet with a sym-
pathetic understanding of his prob-
lems. How he can be induced to
push one particular nationally ad-
vertised line in preference to oth-
ers is the theme of Mr. Giles' dis-

M. C. R O B B I N S , President

J. H. MOORE, General Manager

Offices: 9 EAST 38TH STREET, NEW YORK

Telephone : Caledonia 9770

New York :

F. K. KRETSCHMAR

CHESTER L. RICE

San Francisco :

W. A. DOUGLASS, 320 Market St.

Garfield 2444

Chicago :

JUSTIN F. BARBOUR

Peoples Gas Bldg. ; Wabash 4000

New Orleans :

H. h. marsh

Mandeville, Louisiana

Cleveland :

A. E. LINDQUIST

405 Swetland Bldg. ; Superior 1817

London :

66 and 67 Shoe Lane, E. C. 4

Telephone Holborn 1900

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 Advertising. Advertising Neics, Selling

Magazine, 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. 1926, By Advertising Fortnightly, Inc.

\I>\KRTISING AND SELLING

July 14, 1926

CALIFORNIA
CANNED

DAINTY refreshing sum-
mer dishes made better
and more easily with Cali-
fornia Canned Asparagus.
Lazy hot weather appetites
—quickened when this deli-
cacy graces the table.

1 n cold weather too-no mat-
ter what the occasion — any
meal lifted above the com-
monplace— by asparagus,
the aristocrat of vegetables.

This is a part of the story
being told to the housewives
of America through adver-
tising we are directing for
the Canners 1 .eague of Cal-
ifornia— Asparagus Section
—anew McCann Company
client.

THE H.K.MCCANN COMPANY

cJddertising
o

\l\\ STORK
IIH U30

1 1 1 \ 1 1 v\d / A±)

( K ;

SAN FR WUSCO il N\ Hi

\loNTKl \] TORONTO

JULY 14, 1926

Advertising & Selling

FREDERICK C. KENDALL, editor

Contributing editors: Earnest Elmo Calkins Robert R. Updegraff 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

How Shall We Break the
Retailers' Silence?

By Ray Giles

THE president's assistant
asked me to go with him
to Boston. They had a
wholesale distributor there
who had done a good job. But
there was still room for im-
provement. It was all about
a cigar. That type of cigar
didn't (and still doesn't) sell
well in New England. We
thought we could give her a
little hoist aloft. The main
chance seemed to lie in getting
the jobber's salesmen to talk
in such a way to the dealer
that he would pass the glad
tidings on to the customer.
That sounded simple. We had
a good story. The jobber was
willing enough. He even pro-
posed that a young banquet be
served at his expense.

So we went. We got to his
office early Saturday afternoon.
The boys drifted in, one by one,
and laid down their hods with sighs
of relief. Finally they were all
there. We went down to the hotel.
The dinner was fine. The president's
assistant began to talk. He kept it
up quite a while. He gave out facts
in an inspiring way. I talked, too.
I tried not to be too unimpressive.
The salesmen listened politely. "This
is the life," I thought to " myself,
"this is putting it across." The
president's assistant and I could pic-
ture the salesmen all primed up to

Photo by Irving Cliidnoff

talk that cigar just as we'd talk it
ourselves.

Then the wholesaler himself arose
to close the evening. And we saw
our whole castle come toppling down
from the clouds. He said, "Boys,
I'm sure we have enjoyed these
gentlemen from New York. It's a
good cigar. Now, next week there's
a special drive on Lucky Strikes."
(Then he explained it.) He con-
cluded, "Forget everything else, and
push Luckys."

At all events the ride home
through the Cape Cod Canal
was delightful. But the prob-
lem of getting the manufac-
turer's talk through to the re-
tailer did not seem quite so
simple.

This matter of getting the
trade to talk a product leads
back, of course, to the sales-
men, the jobber, the jobber's
salesmen. It is they who must
infect the retailer. One sales
manager, who has been very
successful at getting the dealer
to talk up his line, has a motto.
He is forever throwing it at his
salesmen. Whenever they catch
it, it changes their whole at-
titude. The motto: "Every
salesman is sales manager of
his own territory."

That is a platitude. We all
need to look at our jobs in the big-
gest possible way if we want to make
them count. The salesman is no
exception. If he is merely an un-
loader of goods, the trade is not
going to talk much about them.
Why? There is nothing in the sales-
man's outlook or philosophy that
provides for the retailer's education.
All that is pretty sure to change
when the salesman has been well in-
oculated with his major thought and
its logically associated ideas:

ADVERTISING AND SELLING

July 14, 1926

1. Every salesman is salesman-
ager of his own territory.

2. The jobbers are his assistant
salesmen.

3. The jobbers' salesmen are his
assistant salesmen.

4. The retailers are his assistant
salesmen.

5. The retailers' clerks are his as-
sistant salesmen.

Hence: He must organize a sales
force, not merely argue with people
about buying. He must get them all
to talk his goods, know his goods,
believe in his goods, resell his goods.
Otherwise, he is not a good sales-
manager.

When a salesman actually gets
this outlook, it puts his work way up
on the highest possible plane.

For the first time, perhaps, he
realizes that he must know all he
possibly can about the sales possi-
bilities of his field of operations. So
he studies his territory more thor-
oughly. He becomes an authority
on its per capita wealth, vocational
distribution and buying habits,
rather than a specialist on small
talk, railroad schedules, or hotel ac-
commodations.

His class of goods may be dis-
tributed through several types of
retail outlets. Since he must teach
them all to sell, he must know the
individual problems of each. Thus
he may be selling chocolates through
drug stores, candy stores, depart-
ment stores and stationery stores.
Each of these assistant salesmen
has a different outlook on business.
The salesman must understand these
before he can adapt his talk to each
so that he in turn will want to talk
the product to his customers.

DEALERS, like salesmen, are
hungry for news to pass to their
customers. Here is the key to the
problem of getting retailers to talk
your product. The manufacturer and
his salesmen realize that news must
constantly be passed on to the
dealer, but very commonly the kind
of news which is given out is of no
use at all to the retailer with his
own trade. For example:

"After July 1 we are going to
give you an extra discount on orders
for a dozen cases."

"We have just put in a local ware-
house so we can supply you better
than ever."

"When you look over these photo-
graphs you will understand better
why our goods are superior to
others."

Statements like the foregoing are
valuable in selling to the dealer, but
they offer him nothing which he can
pass on to his customers. For this
reason some of the most successful
salesmen are those who talk to the
dealer in much the same way that
they would talk to the man on the
street if they were trying to im-
press him with the merits of then-
goods. Going a step still further,
one sales manager for a house sell-
ing food specialties says, "I always
tell my men to remember first of all
that the dealer should be made a
customer for our goods. Probably
no grocer ever takes home during
the course of his business career a
package of every food product that
he carries in stock. But our goal is
to get him to use our goods on his
own table. We will even go to the
extent of delivering a few packages
to his house. That at least gets him
to sample our goods, and usually in-
terests his wife and the rest of the

[CONTINUED ON PAGE 58]

Choosing a Client

By H. B. LeQuatte

INTO the flood of advice to advertisers on how
to choose their agents let us pour a mere
trickle of suggestion as to how agencies should
choose clients.

Choosing an agent looks fairly easy to us play-
ing on the other side. Having mastered all the
impressive lists of clients, all the portfolios of
past performances, all the arrays of graphic
charts and other solicitation material, the adver-
tiser can't go far wrong if he forgets exhibits and
oratory and chooses the agency which he would
like to transplant bodily into his own organiza-
tion. This frame of mind indicates a certain com-
patibility of temper and similarity of mind which
foreshadow long and pleasant relations.

Choosing a client is harder. Clients differ more
than agencies. They range all the way from the
captain of industry who wants to get the public
on more intimate terms with his great business, to
the seedy little gentleman with a new china ce-
ment or rat poison who is sure he has the answer

to a long felt want. Possibly he has, and he may
be the better client of the two. In five years when
the captain of industry has given up efforts to
woo public friendliness the name of the man with
the china cement may be a household word

Closing my eyes and going over the list ot
Clients I Have Known in three agencies, which
differ about as much as good agencies can, it
seems after all that the agency should pick clients
by much the same recipe as the one just given to
clients for selecting agencies. There is no safe
rule but to find the men in an organization with
which he and his organization can work construc-
tivelv and smoothly.

The largest account will be unprofitable and un-
satisfactory if it must be handled with constant
friction and misunderstanding. Equally unfavor-
able may be the lack of friendliness and confidence
on the client's part which prevents the agency
from understanding the real problems to be solved.

July 14, 1926

ADVERTISING AND SELLING

Is There a Saturation Point
in Advertising?

By Norman Krichbaum

HEN a certain
product (witness
automobiles and
radio sets) is being made
and sold in enormous
volume, we can be fairly
well assured of hearing,
from the omnipresent
statistician, ominous
rumblings about the "sat-
uration point."

How imminent, if at all,
is the saturation point in
advertising itself?

The same Mr. Jordan,
who regards the street
car as a faithful incuba-
tor for automobile pros-
pects, is a notable and
ardent sceptic on the ques-
tion of the saturation
point in the motor car
market. My own feeling
is that the saturation
point for automobile de-
mand in the United States
will be approached when
the automotive engineers
run out of really signifi-
cant improvements in the
design of cars. There isn't
any doubt that most peo-
ple are now discarding automobiles
faster than they wear out, which is
something of an artificial condition.
The average floating stock of used
cars not in use, and held by dealers,
must reach a tremendous figure.

No advertising man who thinks
at all in terms of the future can
escape occasional speculation on this
"saturation point." Some of them, I
believe, have concluded that that
point has already been reached in
some respects, to which I shall refer.
America has made the institution
of advertising so markedly her own
that any inference of saturation
upon the American stage always
seems a bit out of character. Amer-
ica, besides being the unscorched
melting-pot, is also the absorbent,
with seemingly infinite capillary at-
traction. America never gets fed
up; she can always take more.

This philosophy, which is the stuff
of the air we breathe, has never

©Ewing Gallon ny

THE crowded thoroughfares of the advertising
world might suggest that a jam is imminent and
the dreaded saturation point at hand. There are indi-
cations of such a possibility. Avenues remain, how-
ever, to relieve the congestion for the man of resource.
New appeals and new uses for products, as suggested by
the example of the yeast makers, brewers and mustard
makers, indicate a means of escape in such an emergency

failed us. And it has passed into
the dominant credo of advertising.
Yet there are signs here and there,
if not of saturation, at least of a
humid condition which draws the
eye.

MANY media in the publication
field bulge with advertising.
They are obviously overweight ; they
carry too much advertising avoirdu-
pois for their own good — let alone
the advertiser's. Their problem is to
make even a creditable showing in
any comparison of publicity content
with editorial content. Further-
more, new magazines are born every
month, as we must admit, not on
editorial demand, but preeminently
on advertising: demand. Not merely
duplication, but multiplication of
editorial effort is seen in national
magazines and trade papers. The
answer is one word — advertising.
Car-card space, outdoor posters,

electrical vantage points,
and mail-carrier's bags
are likewise sorely tried.
As long as people who buy
advertising insist on big
space, the solution to
overcrowding is more
media or different media.
The eagerness with which
radio was at first em-
braced as an advertising
transmitter is indicative
of this.

A further presage of
waning public interest
may possibly be found in
the fact that on certain
important products copy
men seem to have run out
of originality. A virtual
monotone, a dismal same-
ness seems to pervade the
great mass of eulogies on
motor cars, tires, radios,
cosmetics, toilet articles.
All these commodities de-
pend for their popularity,
to a vast extent, on adver-
tising. They need more
Jordan's and Jim Henry's.
- As the avalanche of

such unvaried and homo-
geneous copy gathers momentum, one
marvels how and how long people
will continue to read and be affected
by it. Reader interest, considered
in the aggregate, is a more or less
fixed proposition depending on how
much time thus and so many millions
of readers are going to give to adver-
tising. As population grows, aggre-
gate reader interest grows too. But
if the master digit representing ad-
vertising volume swells faster than
a corresponding digit representing
the amount of reader interest in the
population, it would appear that the
justly celebrated law of diminishing
returns would get in its work some-
where. This, admittedly, is super-
ficial and homely reasoning, but isn't
there a shade of logic to it? Con-
sidering the buying public as a
sponge, which will absorb some
definite top volume of advertising,
how is an infinite volume of adver-
tising to be absorbed?

[CONTINUED ON PAGE 60]

-22

ADVERTISING AND SELLING

July 14, 1926

The Boom — and After

By Amos Stote

PEOPLE who were
not down here dur-
ing: some of the
period of its boom cannot
realize what Florida was
Words and pictures could
not give you the "feel" of
it, any more than the
libretto can give you the
thrill of the opera.
Florida did business, mil-
lions of business, under
conditions and in ways
so foreign to established
methods that there was
no basis for comparison.

So was Florida. Not
so is Florida. It is
equally truthful to say
that people who expe-
rienced the whirl and
tumult, the thrill and in-
toxication of the peak of
the boom, and then left
with their mental facul-
ties sufficiently intact to
achieve recovery, cannot
picture Florida as she is
today.

Experience leaves its
mark. She is a lady with
a past, wise beyond her
years. A new generation
of business men is
springing up in our most
talked of State.

In other words, Florida -

is about to show this
country a speed in economic opera-
tions that will be just as dramatic,
and far more impressive, than the
boomerang experience. Suppose we
examine some of Florida's resources
and what is happening to them. The
Northern business man is going
there with his bank roll and brains,
and it might be worth while to find
out something of what he will dis-
cover and how these findings will
serve him.

As transportation is rather impor-
tant to the man with goods to sell,
it is worth knowing that Florida has
more nearly doubled the miles of
railway to a person than has any
other of the southern States. It
has nearly double that of Texas, its
nearest competitor, which has the
.stimulus of nil production to set raii
building records.

And thai is only Florida' tart.

FLORIDA does not consider the apparent collapse of
the famous "boom" the end of her prosperity.
Every effort is being made to prepare for permanent
activity, as is demonstrated by the phenomenal increase
in railroad mileage, only one of many large operations

Its record for the last two years
beats that of practically any other
State in the Union. The Florida
East Coast Railway has double
tracking from Jacksonville to Miami.
The Atlantic Coast Line has
double tracked the west coast from
Tampa to Jacksonville. The Sea-
board Air Line has run parallel
lines; double tracks in a sense, ex-
cept that they are separated suffi-
ciently to drain two territories.

1 So;

E Atlantic Coast Line and the
eaboard are building new out-
lets direct from the West Coast of
Florida, the long neglected but very
fertile Gulf region, to give them im-
mediate contact with Chicago. These
new avenues will not only reduce
mileage and save time in shipments.
but will also relieve that intolerable
congestion that has been experienced

at Jacksonville ever since
Florida awakened.

These new outlets avoid
Jacksonville and any of
the entangling influences
that have been placed on
all traffic. The new way
leads through a part of
Florida that can do very
well with good railroad-
ing.

The entering of Pensa-
cola by the Frisco system
this last winter offers the
Louisville & Nashville
some much needed com-
petition. The Frisco is
developing Florida's port.
Which leads us very
easily to a few well
chosen phrases concern-
ing water transportation.
We know that Florida has
enough coast line, but
coast line is no more har-
bor than fertile soil is
necessarily harvest. You
have heard much of Flor-
ida's beaches and have
seen many alluring pic-
tures of them in use, but
how about the ports of
the State? There are
seven or nine actually in
use, and they are not
merely fishing ports.
They are doing a regular
freight business,
is rapidly growing into
one of the great commercial ports
of this country. Jacksonville, Palm
Beach, Miami. Pensacola, Boca
Grande, Fernandina. St. Petersburg,
and of course Key West, are all do-
ing a very respectable part of their
freight hauling by way of their
ports. More ports will be, are being
developed from the many natural
harbors scattered all along both
coasts.

Florida roads, over which endless
streams of trucks thundered during
the tourist season just ended, you
know from the books you have read.
The State has performed miracles in
that direction and is keeping right
on with the job.

Paving already contracted for
during this year amounts to two
hundred and twelve million dollars.
Think of the material and mechani-

[CONTINUED ON PAGE 52 |

Tampa

July 14. 1926

ADVERTISING AND SELLING

Selling Radio

Best Methods for Sure Profits; How to Keep Radio Sold

By H. A. Having

RADIO selling has been
the most disorganized
. of all the chaotic condi-
tions of the industry. So
confused is the retailing situ-
ation that the favorite joke
of platform speakers has
come to be a definition of "a
retail radio customer," the
most popular retort being
that "a radio retail customer
is a person without friend in
factory or shop and who, con-
sequently, is obliged to pay
full price."

The poetic phase of radio
selling has been expressed by
a Chicago editorial writer
thus:

"Radio transports you
where you will, like the magic
carpet of Bagdad. Radio an-
nihilates distance. The walls
of your home dissolve and you
step out. Radio knows no
limit."

More commercially, a dis-
tributor of Portland, Oregon,
puts it :

"You can't kick over a
piece of paper in the alley
without turning up a radio
ad."

And the result has been
that radio has been bought
on impulse, without pausing
to sift exaggeration from
facts and without realizing
that even to log in the other
side of the world means, not
enjoyment of the rhythm of Philip-
pine music, but a succession of
squawks so faint as to be meaning-
less. Radio, too, has been sold by
what in Pittsburgh they term "sun-
down workers," as a side-line to this
or that, by dealers who did not count
the cost of servicing, and whose ear
for music was attuned only to the
cash-register.

It is advisable, always, to profit
from the experiences of other com-
modities in their struggles to de-
velop a market. Yet in selling radio
it is well to remember, not so much
radio's resemblance to automobiles
or phonographs or electric refrigera-
tors, as its difference; thus will be

MAKE the prospect do her own demonstrat-
ing. Seat her before the set and let her
play with the dials. When she gets her first
station, she has had her first radio thrill. In
case she gets nothing but squawks, she blames
herself and never thinks of complaining to the
clerk. Many sales have been hindered greatly
by the necessity for elaborate explanations

avoided those misconceptions that
have led to ridiculous radio selling.

ADIO selling is nothing but
l plain common sense. That com-
mon sense has, however, been trans-
ported into egregious exaggeration
under the spell of the romance of
radio. And, in a sordid commercial
way, radio advertising flashes have
been so lurid that dealer chaos was
inevitable.

People buy radios for entertain-
ment.

Entertainment does not require
exaggeration. A Detroit down-town
dealer said to me :

"Radio has been over-sold by its

friends. It's developed the
biggest bunch of liars of any-
thing in history. Even the
man who will be truthful
about his golf score and the
fish he catches, will lie high
and fancy about his radio.

"The salesmen take advan-
tage of this, and fill the pros-
pect full of hopes that no
radio set can live up to. Peo-
ple themselves are unreason-
able. A man fishing around
for distant stations is just
playing, taking a chance. He
might not mind sitting out
all day fishing in the hot sun
without catching anything.
But if he doesn't get any bites
on his radio, he comes tear-
ing down-town and bawls out
the dealer. That's about as
logical as scolding the sport-
ing-goods dealer for selling a
hook that wouldn't catch fish."
Another illustration of ex-
aggeration, with a lesson
from player-piano selling,
came from a fine New Jersey
department store:

"It's time to drop the non-
sense in selling radio.

"We used to sell player-
pianos by telling them any
youngster could operate the
player and get music like
Paderewski, but we hadn't
the courage to explain to them
that a player-piano is made
of more than 20,000 parts ;
that it has glue and felt and belts
and pulleys and bellows; that at-
mospheric conditions play havoc with
its tone; that it will swell if the
house is damp, and dry up if too hot.
"It took me years to learn the er-
ror of my ways. For we found that
they sat the youngster down on the
piano stool, as we told them to — but
nothing came of it except damage to
the piano. Why, even an oldster
couldn't have gotten music — that is,
the kind that comes from skillful
manipulation of the player, the kind
that gives the thrill of creative art
as much as though it was a real
musical instrument with a lifetime
of study to operate.

ADVERTISING AND SELLING

July 14, 1926

"Radio needs the same thing. Some dealers defend cheap sets as vertising than in the manufactur-

Selling radio at this store, in the "come-on" merchandise. They think ing," in the words of the acknowl-

future, is going to be selling radio of them as baits for better sets, on edged leader of all radio. Dealers,

to people who will be told (1) what the theory that once a radio enters therefore, made no attempt to de-

to do; (2) when to do it; and (3) the home the family will no more do cide as between rival claims to

why they should do it — all the way without it than they will live with- radio superiority. They stocked

from testing their batteries to run- out hot water at the tap. Truth them all.

iiing over the wires periodically for there may be in this Theory. We Now, in the early summer of 1926,

transmission leaks." shall not discuss it. We shall, how- dealers are applying common sense.

Exaggeration in selling tends to ever, counsel the dealer in cheap sets In the words of a Cleveland dealer:

go hand-in-hand with cheap sets, to study carefully his servicing "The more makes we have on the

Good sense tells that an article may costs. He will find that on cheap floor, the harder it is to sell any.

be too cheap to be worch anything, sets his first profit is narrow; that Customers become confused and ask

In general, price and quality move in servicing runs higher for the cheap what is best." A Chicago department

parallel lines. Meritorious though a sets than for the better ones; and store, with eleven manufacturers'

$5 radio set may be, it is beyond the that the expense of keeping the sets on display, makes this corn-

bounds of manufac-
turing economies for
such a set to equal
the performance of a
$50 set, much less one
that lists at $150.

The fundamental
trouble with cheap
radios is that of all
cheap merchandise :
such sets are good
enough to look at and
well enough made to
hold together until
the customer gets
them home, but they
lack guarantee either
of maker or dealer.
The cheap radio busi-
ness is a lottery. Oc-
casionally, with about
the lottery's prob-
ability, a set will be
bought that is rightly
tuned and balanced,
and, if the purchaser
buys also first-grade
tubes and batteries
and is himself a radio
genius, he has a sue-

urtesy Radio Retail

R\DIO should be sold in the shop, "as is," like other mer-
chandise. Home demonstrations add terribly to the cost
of selling and open the way for servicing to keep the set sold.
A demand for such a demonstration is the easiest way to avoid
signing on the dotted line right on the spot. It makes trouble

ment: "A poor child
with a single toy at
Christmas is happy;
a rich boy with a
roomful of mechani-
cal toys is awed. The
chances are that he
will leave them all
and go outside to play
in the snow. Some-
thing the same oc-
curs with us — people
window-shop in our
radio department and
go home to think it
over, ostensibly, but
actually to buy else-
where."

In one of New
York's largest radio
outlets, seventeen
makes of March, 1925
had dwindled to eight
in April, 1926, and,
"those eight will be
down to three by
August," according to
the manager's state-
ment. Another big
metropolitan outlet,

cessful and satisfactory purchase, cheap set from returning to his own doing "often $50,000 to $60,000 of
But the success lies with himself shelves quickly swallows up the profit, radio business in a day" at the
and not with the cheap thing he It is a misconception to think that height of the season, carried seven
bought. radio selling is like other selling, makes last winter, but the manager
One important dealer in Cleve- The radio set is not carried out un- tells me: "Those seven stand on the
land speaks of cheap sets as "home der the purchaser's arm. When the floor today. By autumn four of
wreckers," his explanation being "sale" is made and the first pay- them will be goners. Three will
that they never give entertainment ment received, the dealer's troubles make us a complete line." The
to the home but serve as constant have, in a sense, only begun. The largest single radio retailer in the
irritants to the wife, who grumbles set must be installed, demonstrated ; country has represented nine or ten
that her husband has wasted what the customer satisfied, and kept sat- makers, but the president says:
he paid. isfied for six or eight months. Only
Cheap radios include "distress a handful of radio sets are con-
merchandise"— over-stocks, obsolete structed as merchandise should be.
models, factory "seconds," trade- Cheap sets, for the dealer, are a

gamble.

ins, repossessions, bankrupts' clear-
ances as also tens of thousands of
sets manufactured expressly for the
cheap market "because the people

"Four are enough, and four makes
will be our total line."

The conclusions to be drawn from
these statements are self evident.
What the important radio dealer
finds necessary, the small dealer

ONE pronounced tendency for should accept as advisable. If the
1926 is the reduction in the num- large dealer, with forty floor sales-
are so radio crazy that they'll buy ber of makes carried by dealers. men and twelve clerks who do noth-
an empty box if it has a radio name Radio selling has been so chaotic, i»K but write up sales contracts,
on it." One manufacturer proposes and the demand so impulsive, that finds selling impeded and confused
"Empty-dyne" and "Fool-you-dyne" dealers have felt themselves unable by seven makes of radio, the smaller
as fit names for such orphaned and to gauge public taste. "Competi- store with two or three salesmen,
no-name sets! tion has been stronger in the ad- will do well to cut his line.

("CONTINUED ON PAGE 46]

July 14, 1926

ADVERTISING AND SELLING

Educative Campaigns That Fall
Short of the Mark

By Blanche Theodore

A WOMAN standing on
the purchase side of
the toilet goods counter
might be correctly said to be
Eve and Lilith, plus varying
degrees between the two. Eve
— beautiful, naughty, tempt-
ing, but inclined to be good
withal; poor Lilith, shorn by
legend of her mystery, becomes
merely a bad. beautiful, greedy
woman, who hopes (by her ir-
resistible charm) to knock
'em fiat, and never, never see
'em get up again. Eve, wist-
fully or otherwise, wants to
be beautiful. Lilith is de-
termined to be, for beauty
constitutes her stock in trade.
And yet it takes a determined,
a very determined Lilith to
find out today what will make
her beautiful.

Oh, you will say, there are
plenty of advertisements, edu-
cational advertisements, con-
versational advertisement*,
illuminative advertisements,
advertisements which tell you
plainly, simply, convincingly,
just what to do about every ill
under the sun, even the ill of
dropped chins, loose skins,
all the inimical, regressive
things which make women
ugly ducklings instead of
smooth skinned Liliths. Bet-
ter, more comprehensive ad-
vertisements than have ever
been seen before ! True. And

plenty of women read the ad-

vertisements today, but still plenty
of them don't, or fail to comprehend
when they do read. And it's what
the don'ts do, that we want to think

MOVING cosmetics from dealers' shelves to
consumers' dressing tables involves much
more than the mere pushing across a counter of
various jars and bottles by a not particularly
interested salesperson. Women who patronize
such counters are beset, as a rule, by certain
inhibitions which the manufacturer endeavors
to overcome by advertising. The solution to
the problem, however, rests largely with the
salesperson, whose indifference has ruined many
an elaborately planned and financed campaign

ers; agencies they appoint in differ-
ent places; direct mail, which is a
tremendous thing in some instances,
and retail stores, their closest con-
about. For the amazing growth and tact with the mass of their prospects,
success of cosmetic manufacturers in

the last few years demonstrate that
women want to be beautiful if they
can find out how.

Manufacturers of the illusive
beauty contained in a pot of cold
cream, or a bottle of astringent, have
presumably four outlets for their
products: their own beauty salons, if
they are that kind of beauty dispens-

MANY of their prospects go to
the beauty salons. Some of
them are intelligent enough to go
from one to another until they find
just the kind of preparation they
want and just the kind of treatment
suited to their newly awakened cos-
mic urge.

But many of them don't; psycho-

logically, because they never
have and are afraid to. Women
who go to those places don't
talk about it. Or they don't
know any women who do go,
and they think that it's only
the four hundred or the pro-
fessional women who boldly
seek for something as per-
sonal as beauty. For it is per-
sonal. It is something to be
sought wistfully. And that's
why a woman must be led or
fascinated into buying some-
thing to put on her face, which
she hopes will be translated
into a fine, soft skin, spark-
ling eyes, youth, beauty, fas-
cination, charm.

And what does she meet in
the retail stores? Indiffer-
ence, and sometimes worse
even than that, ignorance!

This, despite the fact that
the beauty manufacturer
pours educational literature
fairly by the ton into the
hands of the buyer for the
salesperson and very frequent-
ly gives talks for the benefit
of the salary check of the per-
son who stands on the selling
side of the counter. Often, the
manufacturer, too, uses the
"hidden demonstrator " to
show the salesperson some of
the rudiments of suggestive
selling. This ignorance exists,
despite the fact of rapid
growth of the cosmetic busi-

ness during the last few years,

and also despite the fact that the
salesperson can open any magazine
and in a few minutes of study learn
a great deal about the line of goods
she is carrying? But does she? No!
Yet the retail store is potentially
the biggest outlet for the sale of
cosmetics, the. natural place a woman
would go to for advice if she isn't
clever or observing enough to get it
from the plethora of national adver-
tising, or even from the beauty spe-
cialist, who is waiting with out-
stretched hands to sell her a whole
line of pigmented beauty aids.

[CONTINUED ON PAGE 74]

ADVERTISING AND SELLING

July I I. J"-'"

WHERE are the snows of yester-
year? And where are the sun-
hurns? Both — report our field agents
— are gone, but not forever. The desk-
ridden city man, with skin as white as
his proverbial collar, remembers the
one but not the other. That sunburn
means more than merely an attractively
bronzed epidermis, that it means raw-
skin, sleepless nights, fiery blisters — all
that he has forgotten until another ses-
sion of sun-worship arouses his lethargic
memory — too late. It is the philan-
thropic— and forcefully achieved — pur-
pose of this I nguentine series to visual-
ize for the short memoried multitude
the probable but not the inevitable

Photographs l>* Olivet Calvert Underbill

July 14. 1926

ADVERTISING AND SELLING

Is Cooperative Advertising
Here to Stay?

By W. S. Hays

Secretary, National Slate Association

COOPERATIVE advertising can
and will be a permanent as-
set to American business as
long as it is founded on good adver-
tising and economic principles, con-
ducted according to sound plans
properly administered, amply fi-
nanced and successfully carried over
a long enough period to register re-
sults.

During the past ten years manu-
facturers in many and varied fields
have worked together to enlarge the
market for their class of product.
During that time we know that more
than thirty-three campaigns have ac-
tually succeeded.

How many pioneers of this new
use of advertising are still in the
picture? What lessons do their
years of experience teach industrial
advertisers? From those campaigns
started and not now operative, what
lessons can industrial advertisers
draw? Are industrial and technical
advertisers capitalizing and coor-
dinating their own efforts with the
cooperative advertising of their own
and other industries?

Cooperative advertising, if eco-
nomically sound, should be able to
accomplish better and more cheaply-
certain objectives than the contribu-
tors or members could individually.
If it does, it is bound to stay. For
the moment, let us examine only
the picture of cooperative industrial
and technical advertising, and define
the strength and weakness of this
new method of promoting business.

The success of a cooperative ad-
vertising campaign depends upon so
many factors that it is not surpris-
ing that some efforts may have met
with disappointment. A careful
reading of all books and reports on
the subject and a thorough survey
by the writer for several years, and
from actual experience in varied co-
operative advertising efforts, indi-
cates the chief causes of failures of
cooperative campaigns to be:

A — No definite objective, or objectives un-
suited to advertising.

Portion of an address before the Phila-
delphia Convention, A. A. C. of W.

B — Expectations of accomplishing the im-
possible.

C — Lack of leadership.

D — Insufficient funds.

E — Poorly planned campaign, lack of agree-
ment on details.

F — Lack of intelligent administration.

G — Too short a duration of effort to permit
successful achievement.

H — Poor coordination with contributor's

sales and distributing facilities.
I — Ignorance and neglect of true market

conditions and general buying habits.
J — Lack of knowledge and use of pub-
licity or "news" to supplement space
and direct-by-mail effort.

K — Failure to use all media and methods
in proper proportions and relations.

L — Unwillingness to simplify varieties or
standardize specifications for produc-
tion and use of product to eliminate
avoidable complaints in service or mar-
keting difficulties.

Many of these pitfalls would cause
the failure of any industrial adver-
tising. Still many of us go on
struggling with our individual ad-
vertising in the face of the obstacle
of one or more of these causes of
failure. Nevertheless, our indi-
vidual advertising remains. There-
fore, why should not cooperative
advertising? Because we are serv-
ing several masters, and results
must show to hold interest and keep
support, whereas an individual con-
cern will always do more or less
advertising, be it good, bad or in-
different. Our problem is to offset
these stumbling blocks as much as
possible until we can get the support
of our organization to change the
elements of our effort to include the
best practices in other campaigns.

ONE active association of large
manufacturers has not made a
success primarily because the mem-
bers cannot agree on the details of
the campaign. They cannot agree as
to media, as to the appeal to be made
or to the general purpose. In this
case, the committee is far too large.
The American Face Brick Associa-
tion has an advertising committee
of three. These men are not pri-
marily advertising men, but business
men who are willing to consult with
those who know advertising thor-
oughly and are capable of planning
a campaign. They have been for-
tunate in having one of the best

association advertising men direct-
ing their campaign. Campaigns are
sometimes discontinued because they
are thought to have accomplished
their purpose. The National Terra
Cotta Society is one of the adver-
tisers who believe that about their
consumer advertising. It is a fact
that they made the public "terra
cotta conscious," and they secured
a wide recognition and use of terra
cotta. But with the staying power
of cement, stone and other coopera-
tive advertising, aren't they going to
sacrifice some momentum? Is there
not some objective for them to keep
after? At least they are keeping
up their architectural and technical
advertising. On the other hand, we
know of other consumer advertising
suspended because of lack of dealer
contacts and follow through effort to
capitalize interest aroused to sales.
Trade fences and forces must be well
organized to secure the best results.

GIVEN a definite aim, a well-
planned campaign, led by men of
influence, backed by trade teamwork,
adequately and justly financed and
efficiently managed, there is no
reason why there should be more un-
certainty in cooperative than in in-
dividual advertising. The advertising,
of course, should be managed by a
man with a marketing sense, whether
it be his sixth or hundredth campaign.
A careful examination of adver-
tising records reveals the problems
that have been met by association or
cooperative advertising:

1 — Habit forming campaigns, educating
the public to new methods ; 2 — Concentrat-
ing demand on smaller number of styles,
thus allowing simplification of manufacture ;
3 — Protecting an industry from attacks be-
cause of popular misunderstandings : 4—
Promoting sales by forming general back-
ground for individual members advertising :
5 — Increasing, through advertising, the con-
sumption of an established article ; 6 — Cor-
recting bad trade practice by advertising :
7 — Overcoming seasonal disturbance : 8 —
Teaching the public to recognize and ap-
preciate quality: S* — Teaching the public
advantages of materials being sold in high-
ly competitive markets: 10 — Coordinating
individuals with a cooperative advertising
plan.

Cooperative advertising is rapidly
passing beyond the experimental
stage; it is proving itself. Failures

[CONTINUED ON PAGE 66]

ADVERTISING AND SELLING

July 14, 1926

Do Advertisers Sell Advertising

— Or Goods?

By Robert K. Leavitt

Secretary-Treasurer, Association of National Advertisers, Inc.

ON a certain occasion, now hap-
pily in the remote past, I had
been making a speech, as who
in his vanity has not. To the mem-
bers of a vigorous advertising club
in a large city I had been laying
down my ideas of the way advertis-
ing pays for itself as a lubricant of
the process of distribution, of the
ways in which it cuts distribution
costs and the way in which adver-
tised goods are better and cheaper.
The inference was that my auditors
were to take the pearls of thought I
dropped and cast them before those
malicious non-advertising swine
who were in competition for their
business.

The inference got across if the
pearls did not. For after the for-
mal rustle of polite applause had
subsided a gentleman in the rear of
the room arose and said, as nearly
as I can remember, something like
this:

"I am in the bakery business here.
My bread is heavily advertised. It
sells well. We make money. But
every once in a while we run into
a grocer who throws out our loaf
and takes on another that is un-
advertised, just because it is a cent
cheaper. What am I going to say
to a man like that to get him to
stick to my line?"

I don't recall just what senten-
tious advice I gave that gentleman,
and I don't suppose he does either,
but it was something to the effect
that his bread must be better be-
cause, being advertised, it must be
easier to sell ; and that the grocer
who saw that extra cent and not the
great, invisible power of advertis-
ing must be blind, or nearly so.
Those may not have been the words,
but it was fat-headed counsel, as
most advice is.

The sensible response to have
been made to that gentleman didn't
occur to me until I was helplessly
stowed in a train going away from
that place. It's always like that.
But I made a note of the reply at
the time and ever since have been

vainly hoping that somebody would
ask me the same question, so that I
could spring the warmed-over wise
crack on which I had thus, if I may
mix a metaphor, taken a rain-check.

ANY man of sense would have
asked my questioner, "Is your
bread worth the extra cent? If so
you ought to know it. If you don't
know it you ought to find out. And
if it is worth at least that other cent
in intrinsic value and salability, you
ought to be able to prove it; first,
for your own assurance, then for
the proper equipment of your sales-
men, then for the satisfaction of the
grocer, and lastly for the conviction
of the consumer. If you can prove
this you're all right and your ad-
vertising is right. If you can't,
your competitor is right and either
you or your advertising are wrong.
If you can't, you may be miking
money but you're making it at the
expense of the public. That, of course,
is your business, and don't let anyone
preach to you about it. But don't
preach, yourself, about the advertis-

ing of your goods unless that adver-
tising effects a real economy not
only for you but for your distrib-
utors and for the consuming public
as well."

Too many of us, I think, are as
ready as I was, standing there
filled with the delusions of grandeur
which suffuse the amateur after-
luncheon speaker, to justify adver-
tised goods simply because they are
advertised. Too many of us are so
sure of the real economies which
advertising can effect that we for-
get that it does not always effect
them. Too often we forget that the
only real test of advertising, in an
economic sense, is its influence upon
the value, availability and satisfac-
tion of advertised goods.

That advertising, by making ad-
vertised goods more salable, re-
duces the other costs of selling those
goods, is an axiom among well-in-
formed men. That advertising, by
making quantity selling possible,
also brings about the economies at-
tainable in quantity production is
likewise a maxim ready at the tip
of every advertising tongue. That
it increases the availability, reliabil-
ity and reputableness of goods; that
it is a tremendous educator of the
public and an important factor in
raising the standard of living, and
that it makes possible the highest
standard of periodical journalism in
the world's history are also amply
substantiated claims for the justi-
fication of advertising.

But the important thing to notice
is that advertising confers these
benefits upon the public, which it
serves, in the majority of cases —
perhaps — but not necessarily in the
case of every advertised commodity.

That it does so by-and-large is
amply attested by the preponderance
of advertised brands among those
sold over the counter. It is proved
by numbers of surveys, such as that
quoted by W. S. Lockwood, advertis-
ing manager of Johns-Manville, Inc.
("Who Pays to Advertise?" — Col-
lit r's Weekly, June 23, 1923), to the

[CONTINUED ON PAGE 76]

A Report of Progress

TO the business man interested in cleaner ad-
vertising and more wholesome relations between the
manufacturer or producer and the ultimate consumer,
the fourth annual report of the Better Business Bureau
of New York City will prove good reading.

It is a report of progress, not the ordinary "progress
report," but progress in the way of case after case of
erring advertisers brought to their senses, by moral
suasion where possible, by legal means where neces-
sary.

Entirely aside from the impressive showing of con-
crete results, we are interested in the fundamental
soundness of the philosophy on which the bureau is
operating. It is not confining itself to policing the
advertising columns for the purpose of ousting flagrant
violators. To quote from its x-eport, "The force of ex-
ample has also been used; it has been necessary to re-
duce the little errors of big business in order to remove
some of the big errors of little business."

In this latter work every advertiser, New York or
national, can help, for if all will scrutinize their own
advertising to reduce the "little errors," the whole
tone of advertising will be raised and "the big errors
of little business" will be the more easily curbed.

Sugar and Advertising

FEW students of selling through the grocery store
have knowledge of the fact that sugar comprises
nearly 14 per cent of the average grocer's total sales.

The sugar advertiser of the United States cannot
claim much credit for this ; on the contrary, the average
woman knows less about sugar and what she can do
with it than she knows about most other products.
The sugar advertisers have left it to the food cranks
to discover brown sugar, while the average home has
missed the pleasures of home candy making because
there has been nothing like the educational advertising
expended on it that toilet soaps or even yeast have used.

The sugar industry has been in the doldrums in re-
cent years, but it is now emerging. Over-production
is one of its ills. But certainly the American people
show no reluctance to eat sugar. They are merely
ignorant on the subject, largely because sugar adver-
tising has lagged behind that of practically every other
commodity going into the home.

Canners Link Quality and Advertising

NO field has had such a disorganized condition in
relation to branding and advertising as the field
of certain types of canned foods, especially vegetables.
The canned food industry of late years has sharply
divided itself between the wise virgins and the foolish
virgins. Those who took pains to establish good and
uniform quality under a brand name, well advertised
nationally, have made splendid records. Those who
clung to the old methods of private brands and unde-
pendable quality have seen little progress or profit.
At the recent National Wholesale Grocers' Conven-

tion, Elmer E. Chase, president of the National Can-
ners' Association, frankly agreed that most of the talk
about cleaning house and improving quality in canned
foods had been temporary lip service. "We must stop
putting into cans food that is a source of dissatisfac-
tion to the consumer, before we are ready to profit by
a fund for continuous advertising of canned foods," he
said. Mr. Chase should be honored for his courage.

The American housewife has, on the whole, been ex-
ceedingly generous in her attitude to canned goods.
She has, nevertheless, clung to her suspicions about
canned foods in general, although liberally patronizing
the known quality manufacturers. The chief sufferers
have been the shortsighted canners who haven't learned
that advertising and quality are blood brothers.

Anniversary of a Philosophy

THIS month the George Batten Company is cele-
brating its thirty-fifth anniversary. To look back
over thirty-five years of advertising agency experience
is to realize that such an anniversary is not so much
the anniversary of a company as of a philosophy.

True of any business, this is especially true of an
advertising agency, which does business almost entirely
with ideas, rather than with buildings or equipment.
This was brought out with peculiar force when the
Batten Company moved to its present offices. Not a
stick of the old furniture or a piece of the old equip-
ment was moved. The men and women who make up
the Batten organization simply went to a new address
one morning, taking the philosophy of the founder
along with them, sat down at new desks in a new build-
ing and started business where they had left off the
night before.

The philosophy, then, and not the furniture of an
agency, should be the criterion by which it should be
judged.

Paper Bullet Advertising

PEOPLE who have not seen the Chinese revolution-
ary fighting do not know what a farce it is. The
troops go into battle with sunshades or umbrellas over
them, and they fire paper bullets in many instances, as
they have really no desire of hurting each other.

There are tempting analogies in this to some kinds
of advertising. Advertisers so often — literally and
figuratively — use paper bullets in their campaigns,
harmless because they are prepared and aimed in a
listless manner; in a dull, routine, precedent-following
manner. There are other advertisers, too, who may be
said to go to the advertising battle with sunshades and
umbrellas over them. They prettify their advertising
when they should give it hard-hitting effectiveness;
should break new ground; should arrest the reader's
thought with new ideas.

Neither war nor advertising is exactly an afternoon
tea, and paper bullets and sunshades bring few orders.
They have done much to put waste into advertising
and to keep advertising fixed in the minds of some
business men as a fancy decoration on business life.

«\

\DVF.RTISING AND SELLING

July It. 1926

A large machine lighted by means of a spotlight. Dark corners
were given more light than could have been given otherwise.
Pulleys were painted blue to break the monotony and to make
thi picture stand out. The piece of naper underneath car helped
reflect light

A portable car puller. The steel truck was painted black, the-
car puller gray and the capstan on the puller blue. Notice how
well the gray shows detail, while the black absorbs the neces-
sary light. The background was hazed by a man walking back
and forth

A close-up taken to show a bit of detail. A 500-watt bulb with
reflector was used for general illumination, while the bearing
was highlighted by means of a 1000-watt theatrical spotlight

Another close-up. Gray paint was used and a 500-watt flood-
light furnished the illumination. Light was directed from one
general source, but waved slightly to kill hard shadows

Photographs That Sell Machinery

The Blueprint Means a Lot to the Engineer — But
Not All Purchasers of Machinery Are Engineers

By E. J. Patton

I DO not believe any one will ques-
tion the statement that photo-
graphs are becoming more and
i re important in the business of
advertising and selling. Many forms
of advertising must always rely upon
the imaginative work of the artist.
Inn the photographer has made seri-
ous invasion into the artist's realm.
And this is largely due to the convic-
tion of truthfulness that even a re-
touched photo carries with it.

The ordinary barnyard variety of
photography — of objects such as coal
crushers, bearings and heavy ma-

chinery— seems to have been left to
shift for itself. And you can't blame
photographers for specializing in the
more attractive branches. It is not
the most pleasant occupation — that
of lugging an awkward Kodak and
tripod around a dirty factory to
photograph a piece of greasy ma-
chinery.

Mori' by accident than by design, I

I ami' interested in photographing

machinery. And because I could
find so little on the subject it became
a rather absorbing avocation. I be-
lieve I am as finicky now about the

pictures I use as a dyed in the wool
fisherman is about his lines and
hooks. It gives me a downright pain
to have a photograph retouched. I
consider it legitimate to outline and
to reduce background, but it is poor
sportsmanship to retouch the body
of a machinery photo when by using
a little care I can get an honest
photograph which shows the ma-
chine as it is — cast iron, steel and
good workmanship.

Early in the game we found that
there are three very important fac-
tors in securing photographs that

July 14, 1926

ADVERTISING AND SELLING

Bruce Barton Roy S. Durstine Alex F. Osborn

Barton.Durstine % Osborn

INCORPORATED

c^7n advertising agency of about one

hundred and ninety people among whom are

these account executives and department heads

Mary L. Alexander

Chester E. Hanng

Joseph Alger

F. W. Hatch

John D. Anderson

Roland Hintermeister

Kenneth Andrews

P. M. Hollister

I. A. Archbaldjr.

F. G. Hubbard

R.P.Bagg

Matthew Hufnagel

W.R.Baker, jr.

Gustave E. Hult

F. T. Baldwin

S. P. Irvin

Bruce Barton

Charles D. Kaiser

Robert Barton

R. N. King

Merritt Bond

D. P. Kingston

Carl Burger

A. D. Lehmann

G. Kane Campbell

Charles J. Lumb

H. G. Canda

Wm. C. Magee

A. D. Chiquoine, jr.

Carolyn T. March

Margaret Crane

Elmer Mason

Thoreau Cronyn

Frank J. McCullough

J. Davis Danforth

Frank W. McGuirk

Webster David

Allyn B. Mclntire

C. L. Davis

E. }. McLaughlin

Rowland Davis

Walter G. Miller

Ernest Donohue

Alex F. Osborn

B. C. Duffy

Leslie S. Pearl

Roy S. Durstine

T. Arnold Rau

Harriet Elias

P. J. Senft

George O. Everett

Irene Smith

G. G. Flory

J. Burton Stevens

K. D. Frankenstein

William M. Strong

R. C. Gellert

A. A. Trenchard

B. E. Giffen

Charles Wadsworth

Geo. F. Gouge

D. B. Wheeler

Gilson B. Gray

George W. Winter

E. Dorothy Greig

C. S. Woolley

Mabel P. Hanford

• J. H. Wright

i\n

*tr

NEW YORK BOSTON BUFFALO

383 MADISON AVENUE 30 NEWBURY STREET 220 DELAWARE AVENUE

Member American Association of Advertising Agencies

Member Audit Bureau of Circulations

Member Rational Outdoor Advertising Bureau

ADVERTISING AND SELLING

July 14, I926-

This was painted gray and lighted by floodlight only. The light
was held_close to and slightly above the machine and moved
up .iiwi down each side being kept just out of the line of vision

A posed picture showing method of lubricating a conveyor chain.
The hand, oil gun and chain pin have been spotlighted to make
them stand out. A short exposure with a fairly large lens opening

make good advertising illustrations.
They are, namely: suitable materi-
als, proper stage setting, and, I be-
lieve most important of all, artificial
lighting. As you will not be actual-
ly taking the photographs yourself,
the materials need not be discussed
here.

By "setting the stage," I mean
getting the object ready for the actu-
al photograph. Under this heading
come painting, position and arrange-
ment of detail. The matter of paint-
ing is of more importance than most
people imagine. They will ask the
photographer to photograph an ob-
ject painted a beautiful glossy black
and wonder why in blazes the picture
doesn't look like the original.

After experimenting with several
colors we found that a medium light
gray paint makes the best all around
finish for photographing. On regu-
larly shaped objects such as cubes
and spheres almost any color will do.
But where the lines are not regular,
the light from gray surfaces seems
to be reflected back and forth enough
often deep shadows and bring

out perspective accurately and effec-
tively.

A desirable contrast is sometimes
obtained by finishing the main body
of the machine gray and painting a
few of the regxdarly shaped parts,
such as pulleys, rollers, etc., with
black. In this way the monotony is
broken and the dark colored parts
are emphasized.

When the machine is all painted,
have it placed so as many views as
possible can be taken without facing
a window or bright light. The glare
of light may fog an otherwise per-
fect picture. It is better to get into
a dark corner and depend solely upon
artificial light than to take an un-
warranted chance.

Where there is no choice, as in
the case of an installation, and the
Kodak must face the light, either
cover the window, or if that is not
practicable, disregard the window
and take the picture so fast that
the window will not have time to
fog the negative. This can be done
by using flashlight, as shown in an
accompanying illustration.

A few minutes spent in blocking
out surrounding objects and back-
ground will often save many mis-
takes and considerable time later in
retouching and outlining. Strips of
paper around and under the machine
will hide the floor, and also help
to reflect some light up and into the
machine.

We accidentally hit upon a simple
and effective way of blocking out
background. We were photograph-
ing a large machine and could not
take time to arrange a screen. So
one of us walked back and forth
back of the machine holding a strip
of paper first up in the air and then
close to the floor. The result was
ideal. In the completed picture the
machine stood out clearly against a
light hazy background.

Arrangement of detail covers con-
siderable area, but it narrows down
to having all of the parts in their
proper places, planning and posing
any bit of action you want to use,
and the last bit of fussing before
the shutter clicks to make the pic-

[CONTINUED ON PAGE 78]

An example of fogging background by moving a piece of paper.

Il'umlnation from one fixed source resulted In hard Bhadows

and ;. loss "i detail

Subject painted gray. Background was fogged to avoid any

i i I iIh engraver including any "f the eastings from the

pile behind

July 14, 1926

ADVERTISING AND SELLING

The

[Railway Service

Unit

"""O

Railway Men Who Specify and

Influence Purchases of Your Product

f -f.S

are the men you want to reach. The departmental
organization of the railway industry makes your rail-
way sales dependent upon the success you have in in-
fluencing the right railway men.

You can select the right railway men and concentrate
your sales efforts on them by means of the five depart-
mental publications which comprise the. Railway
Service Unit — because each one of these publications
is devoted exclusively to one of the five branches of
railway service.

The Railway Age reaches railway executives, oper-
ating officers, department heads and purchasing officers
— men who are concerned with capital expenditures,
maintenance appropriations and economies in purchas-
ing, and whose knowledge of your product is important
to you. The other four publications, Railway Mechan-
ical Engineer, Railway Engineering and Maintenance,
Railway Electrical Engineer and Railway Signaling,
reach the technical officers— the men who specify and
influence the purchase of technical products for use in
their respective branches of railway service.

Our Research Department will gladly cooperate with you
in determining your railway market and the particular
railway officials who influence the purchases of your products.

(

A.B.<

Simmons - Boardman Publishing Company

"The House of Transportation"
30 Church Street New York, N. Y.

Chicago: 608 S. Dearborn St. Cleveland: 6007 Euclid Ave.

Mandeville, La. Washington, D. C. San Francisco London

C.
d
A.B.P.

J I

\l>\ KRTISING AND SELLING

July 14, 1926

Do You Add to the Coffers
of the Fake Medium?

By Horace J. Donnelly, Jr.

National Better Business Bureau, Inc.

Our Principal Business is
of your business tf any)

WATCH my adver-
tising expenditures
very carefully," says
Mr. Business Man. "Every
nickel paid out means a
nickel's worth of adver-
tising and no crooked
scheme or fake medium is
going to profit at my ex-
pense."

Such is the statement
of the average shrewd
executive when he learns
of each new confidence
game used by the artful
dodgers in the field of
advertising. But how
many of these modern
progressive business men
would recognize an adver-
tising swindle when
brought face to face with
it and how many of them
are daily paying out
money for advertising
they don't get?

A veteran confidence
man, who has waxed fat
on the proceeds of a neat
advertising swindle, re-
cently said in a spirit of
braggadocio that "4 out
of 5" could just as well
apply to his possible vic-
tims as to the victims of
pyorrhea.

One such scheme has
been operated for a long
stretch of time with hun-
dreds of business men
contributing hundreds of
thousands of dollars, and
it is still being used suc-
cessfully.

An elderly individual,
of neat appearance, calls
at the office of a large in-
dustrial concern and
without comment pre-
sents a bill for $75 lor
advertising in the John ■

Doe Business .Manual.
The person responsible for tie paj

of advertising bills searches his
records lor some memorandum of
the transaction with John Doe but

,. Ll*bfT,» B, C Jlh KA.

ISnttru §tatPH Subuipbh BirprtarB

(ia.ii Zrll'a u* §. A. (Eurttna)

firid PrPBB PubliBhrra

NEW YORK. SO Chmtk Sn«i

JAN 3 0 1925

Gentlemen: -

We regret to find thai our representative overlooked you In his canvass, and

as he cannot call again, owing to the immense field to be covered and the shortness

of time, we will feel obliged tf you will fill out annexed form and send It to <• by

return of post.

y give this your immediate attention.

Kindly

Truly Yours,

R£1D PRE5S

7J0-

(Give location of Branches

General Remarks:

. a

A Mr—.

TO THE PUBLISHER.

ADVERTISING CONTRACT

/£2>y

prtitntalian »l thu n/wrm

Addr—

( liic method

portion

ol securing signatures.

onus tiir nucleus of lb<

HON E
detachabl
contract. Below The altered instrument ready for col-
lection. The original retains these approximate propor-
tions SO that it can be cut out within the printed letters

finds no order or duplicate contract.
The collector is then asked for some
evidence that this bill was authorized
by the company. With an indulgent

air he produces a slip of
paper a trifle larger than
the ordinary check and
lays it without comment
before the inquirer. The
printed slip is headed
"Advertising Contract"
and is dated more than a
year previous. It bears
the firm name beneath the
agreement to pay $75 for
advertising in John Doe's
Directory. The official
whose name appears on
the contract admits the
genuineness of his signa-
ture but cannot at the
moment recall having had
any dealings with this
particular p u b 1 i cation.
There is a suspicion in
his mind as to the
authenticity of the agree-
ment and falling back on
the "payable on publica-
tion" clause he asks for
proof that the advertising
has been published.

Still displaying an air
of boredom, the collector
dives into a black satchel
and produces a portly and
apparently new volume
With an impressive mo-
tion he opens the book to
the company's advertise-
ment— the standard form
of trade publication an-
nouncement. The victim
is non-plussed by this dis-
play and on seeing that
the fly-leaf of the volume
bears out the name, terms,
and dates appearing in
the contract, he will, nine
times out of ten, pay the
amount alleged to be
owing. The appearance
of the advertisements of
competitors and other
- large and representative
firms further adds to his
conviction that perhaps after all in
a busy moment he did sign the con-
tract and failed to remember.

The collector receipts the bill but

V-mf

The

lake

July 14, 1<>2(>

ADVERTISING AND SELLING

THE CHRISTIAN SCIENCE MONITOR

THE CHRISTIAN SCIENCE MONITOR. BOSTON. THURSDAY. MAY

BRITAIN I'RGES ,&£,
WAGE FOR WORKi^

Th.

ColonUl Authorities Seekj'^JI
to AlwlisliSjsteiusof Un-
pa ill Forced Labor

DURING the last
eighteen months the
Monitor has published
162 advertisements of
Goodrich Tires, placed
and paid for by dealers
in various cities.

During the same period
there have been 101
dealer advertisements of
Reo cars.

These facts doubtless
have something to do
with the continued use
of the Monitor's adver-
tising columns by Good-
rich and Reo.

^ ■■■:.
'-of.

XWlSTMKE BLAMED
; FOR FRANC FALL

French Cabinet Holds ■

Special Session — Itriamt

Is to Be Attacked

I- •■'■■ * ■»'■ ►-■•:■■ ■ Mia-

ib -.i1 l RUbcrtd bi Ui# ;

PRIESTS HELD
IN MEXICO cm

iJiiwrnnicnt Agents Inves-
lijHitinp Roman Catholic
Churches in Uirhoocan

liulot religion

<Q* of in.- lav ruulklLng

*WARnEi> ton re<

AGREEMENT
HDS AVIATION

^Reich-French Pact
III Cause Expansion
'All Out Europe

RIFF PEACE
PARLEYS FAIL

Conference Breaks Down

anil Plans for Reopening

Hostilities Begin

I. All,-, v M.. « ,$-, -

^rerybodyi
tjl king about

this Jmiiinp

invention.-*

Men marvel at ita
accUTBcvand iim-
plidty. It actual-
ly make. your
uaed blade iharp-

With jun a few
■trokea, it polish-

n and fnclioru
original bevel
™; blade u ■

*troppinf mach-
ine uwd by the
manufacturer .

Dndlcy Freeman

An example of hidden value as it is
found in the New Reo Sedan is the
Reo torque arm.
This feature makes for longer life,
greater safety and a higher econ-
omy of operation.

REO MOTOR CAR COMPANY

Laming, Michigan

LET THIS
CLEAR UP ALL DOUBT

A Plain Statement of Fact to
the Motoring Public

Anyone who tells you chat you cannot get balloon tire mile-
age today equal to that of the best High Pressure Cords is
quoting from ancient history.

With the perfection of the Goodrich Silvertown Balloon
all existing doubt of balloon tire performance went out of date.

Let us make this plain— let us make it brief— let us get
it straight—

SilvertouTt Balloons deliver mileage equal
to that of any tires ever manufactured.

It doesn't cost you a single mile of distance for thousands
of miles of comfort and safety.

Put Silvertown Balloons on your car and you can depend on
them togive you the highestdegree of satisfaction and economy.

There is conveniently located near you a Goodrich dealer
ready to serve you.

THE B. F. GOODRICH RUBBER CO., AKRON, OHIO

EctaMuW 1 870

Goodrich

Silvertowns

Advertising Offices >n B<*n>n, N'rw York, Lo

The Christian Science Monitor. An International Daily Netvspnper

ri», Florence, Philadelphia, Chicago, Cleveland, Detroit, Kansai City, San Francisco. Los Angeles. Seattle, Portland (Oregon)

ADVERTISING AND SELLING

July U, 1920

them to get away tion requested. At the bottom of the

to be- REnjRNEo to auoiting oepartment with it without be- form are three lines to be filled in

oty_ Tw.date i92 the unoersigneo ing caught?" with "Name", "Per" and "Address"

The answer to the respectively. There is also a state-

HASPAID __o*i«.to.ur.u.h.ri»dM.n. firgt que8tion lies m ment that «No charge is made for

In consideration as agraod upon for our advertisement displayed In the l i onlbinatioil of faC- listing IHIini'S ill tllis Directory. D

tors — the careless- is beneficial to uou as well as to us

102 .Edition this book uppn presentation of proof of. and publication . .

ness of the business io furnish correct information. The

Flrm man and the artful- "free" idea and the impressive

Per ness of the swindler letterhead coupled with a stamped

with just a dash of self-addressed return envelope gen-
luck thrown in to erally results in the recipient's re-

A.,1V. .. ,,., ., r> ■ , x- i ■■ ii i add zest to the ven- turn of the form with his signature

il)\r. — I lie "Has Paul \ ouclier winch llic ^ ., , ,,

. . i i • i c cure. Failure to in- and address.

victim is asked to sign. In center oi page — .- . . j- mu c u , ,.

... ,-,ii i ' i vestigate before pav- The return of a number of these

llic -cconii lorni ot lakeii contract. It is the r ., r ., .• u- u

, . ... ,. . . ,v • i ment, failure to ap- forms starts the machinerv which

lower half oi the voucher cut off, printed over, j the ordi eventually turns out in wholesale

and filled in to form another advertising contract saf eguards of a busi- quantities some of the neatest

^^=^==^=^^=^^^=^^^==^^^=^= ness office and the forgeries known to present-day

carelessness of the criminologists. The innocent infor-
not content with receiving his executive in placing his signature at mation form is converted into a con-
money, requests the victim to sign the disposal of the swindler, all con- tract through a series of skillful
a voucher for the publication's tribute to the victims' share in the manipulations. The extraneous
auditing department as an proceedings. On the other hand, printed matter appearing at the top
indication that the bill has been when these characteristics are cou- and on the sides is carefully cut
paid. pled with the cleverness and skill of away. The space above the signa-
A number of weeks later, after the trickster, the chain is completed, ture, if it has been filled in by the
the incident has been signer, is carefully
relegated to the dark treated with acid for the

... - AOVIRTISIRC CONTRACT

corner of the memory of |n c()nsideration as ed upon ,or our advertisement displayed in the purpose of eradicating

the advertising man, an- ..^^J.^.^...!^^ appearing....'./.* Page in «ie the ink. With the signa-

other individual appears 192/ -^lEdition this book upon presentation of proof of. and publication ture carefully protected

with a similarly signed Book Not Included. a the paper is then placed

contract for advertising we will Pay $ ...H.p.rr. Firm . between two wet blotters

in Richard Roe's Busi- \ tz ^- — anc* tne ac'^ an^ 'n^ *s

ness Index and the vie- .....?.££l*..«tf.._r. Dollars Per . steamed out by means of

1 im who signed the "Has CiNT\v~ V* W™ v Address a hot flat iron- The papel"
Paid" voucher pays this ' * "" is now entirely blank ex-
bill — if he hasn't in (he cept for the firm's signa-
meantime seen the light in the affair. Only on rare occasion, regardless ture and address at the bottom.

If the firm is a large one using of the amount of suspicion that may When dry, there is printed in the
considerable trade journal adver- have arisen, is the victim apprised blank space above the signature an
rising space, or if the payment sys- of the intimate details of the scheme, advertising contract form. The neces-
tem is lax, the firm may be victimized for only the most aggressive indi- sary details are then written into
a number of times before becoming vidual will go to the trouble of the blank spaces with indelible
suspicious. An official of one large running down the swindler on mere pencil, for acid treated paper re-
company when reviewing the ad- suspicion. fuses to react kindly to ink. Strange
vertising expenditures of the past Only large industrial firms, banks to say the individual who later pays
year, recently found that he was ad- and exporting and importing houses out money on this bogus instrument
vertising in a score or more of trad • whose advertising is generally con- never notices the singular coincidence
directories which had never been fined to announcements in a large that his signature appears in ink
seen or heard of since payments number of trade journals and [continued on PAGE 75]
were made. A careful analysis directories are selected
showed that more than $4,000 had as possible victims.

been paid out for advertising in One of the methods «» "=>«> "'"" " "«ls dc~vc.
bogus directories and there is a employed in securing
possibility that he would never have signatures is through
been the wiser if some mysterious the use of the form
individual hadn't told him he was letter reproduced else-
being swindled. He further learned where in this article,
thai the scheme had been worked This letter is a request
successfully for years and that he for information and
was only one of hundreds who had appears under the im-
been swindled. Scores of different pressive letterhead of
names had been used from year to the United States Busi-
year. the operator being careful that ness Directory pub-
the victim was never approached lished by the Reid
twice in the same name. Press. A space is pro- r I "* 1 1 V. bill used l>\ a recentrj convicted opera-

"But", you may ask. "what is the vided on the detachable JL tor. Ii serves t>> get the voucher signed
secret of the swindlers' successful form annexed to the
chicanery and how is it possible for letter for the informa- ==^==^^^^=^^=^=^=^=^=^=

RALPH HANSON

publisher OF HANSONS TRADE INDEX

For Pr

inline 1/4 f5'e Advcrmcmtnt

RALPH HANSON

Dated

192 Agent

July 14, 1926

ADVERTISING AND SELLING

■■

However excellent an hotel, it is difficult to convey its merit advertisingly
except in conventional terms of cuisine, comfort and service. The advertising
of the Chateau Frontenac is notable for its interrupting background — the
romance of Quebec — and for a copy style as charming in its manner as in
its message. This advertising, based upon the Interrupting Idea principle,
is prepared for Canadian Pacific by the Federal Advertising Agency, Inc.,
6 East 39th Street, New York.

ADVERTISING AND SELL1M.

July 14. 1926

Selling Methods Instead of

Mechanism

By John Henry

WE hear much today of
the changed complex-
ion of production
methods, selling plans and
buying habits, but an equally
fascinating study is found in
examining modern competi-
tion. In the past it took a
radical change to bring com-
petition into being. Changes
in methods of transportation,
the conveyance and reproduc-
tion of speech, varying meth-
ods of lighting and heating,
all furnished a basis for broad
competition, yet the lines of
demarcation could be clearly
distinguished. It was a sort
of "you did or you didn't"
period.

Today, while there still re-
mains some of this old time
competition such as the radio
versus the phonograph, the
tub against the washing ma-
chine and the broom against
the vacuum cleaner, we have a
sort of refined competition
that is keener and less capable
of broad analysis.

We have product against
product within an industry, method at that time. It was claimed that
against method, process versus proc- the Hanna riveter, which is of the
ess and even in some cases industry pneumatic type, consumed one-third
against industry. The automobile less air than the equipment then in
no longer fights as a transportation use, due to the fact that a half
unit but has settled down to a battle stroke did the same work as the
of makes. The pipe manufacturing former full stroke. A rivet was
field deals with competition between struck only once and the riveter ex-
i I iron, wrought iron and copper, erted a predetermined pressure pel-
There are also various ways of cycle of piston travel. The machine
doing the same thing such as at once adjusted for length of rivet and
hast eight methods of fighting cor- thickness of plate would require no
rosion not to mention the new further adjustment for ordinary
"metals" that are being "discov- variations, However, the general
i red" from time to time. The cast- appearance of the riveter was sim-
ing industry fights out only within ilar to the equipment it was designed
itself due to varying methods of to replace.
production but also battles against

Safety demands the greater
strength of Riveted Steel

Bridges flung -.

lufpped trains traveling ui>
Mrtr.i ofwmiles in
i. ni'- i n ■. seed ■■'
city thoi

inc distant alio* Into
power pool- here ii rivel
withoul i1
fear

\* herever cl ere ' ■
a predetermined uniform ;~"

HANNA ENGINEERING WORKS

1766 ELSTON AVE. CHICACO. U- S. V

rank outsiders such as forgings,
stampings, etc.

The Hanna riveter is an example
of a business built mi method rather
mechani im. In its beginnings
the competition was largely mechan-
ical and it is interesting to note the

N order to show the mechanical
principle and illustrate the method,
the Hanna Silent Salesman was de-
veloped. It was an aluminum work-
ing model in cross section of the
mechanism measuring "i1, \ 7:; ,
inches mounted on a plate. It could

methods of meeting the competition be carried bj salesmen and accom

panied proposals, being re-
turned when it had served its
purpose. It can be readih
realized what a help this model
was to the sales force. In a
personal solicitation it sup-
plied all the elements tending
to obtain attention, arouse in-
terest and create desire.

Such a sales idea might be
successfully used in any num-
ber of similar cases where
mechanical principles require
ocular demonstration.

Today the mechanism is
pretty well-known and recog-
nized but another form of
competition is in evidence.
The development of the elec-
tric welder illustrates the bat-
tle of method against method.
The Hanna Engineering Co.,
realizing that the complexion
of its problem has changed
now, sells method instead of
mechanism.

Part of this program is
shown in two examples of the
most recent advertising cam-
paign. In this campaign the
equipment itself is relegated
to the background while the part
played by the humble "dependable"
rivet is clearly depicted. A series of
advertisements has been prepared
illustrating various industries where
riveting is employed and a tie up is
secured by an action picture of some-
phase of the work. The background
shows a scene of work in process
while worked into the signature is
a view of the finished product. No
mention is made of competition but
the effect produced by the inferen-
tial slogan, "You can depend on
Riveting," is strong enough to carry.
The campaign has not only aroused
interest in Hanna equipment from a
sales standpoint but has also resulted
in greater cooperative work among
those using or manufacturing rivet-
ing equipment. It may be that the
ultimate result will be in the form
of a cooperative campaign advertis-
ing the "method." Competition is
not only the life of trade but it also
supplies its romance.

July 14, 1926

ADVERTISING AND SELLING

How to Gain
GOOD WILL

How a Magazine

Acquires Good Will. How Any Business Enterprise

Comes to Possess This Most Valuable Unseen Asset.

A BUSINESS gains Good
Will in much the same
way that an individual does.

Advertising of House Furnish-
ings and Musical Equipment
carried by Six Leading Women 's
Magazines in 1925.

Good Housekeeping carried 105
such accounts; the publication
second to it carried 55. Good
Housekeeping had 39 accounts
in this classification not carried
by any other of the six leading
magazines ; the second publica-
tion had 5. And against
160 }/w pages of such advertising
carried by the second publica-
tion, Good Housekeeping carried
260 >/x pages.

This Good Will is the atti-
tude or generally favorable
feeling that others have
toward him. It cannot be cre-
ated by his constantly assuring
them, "I'm honest, you can
trust me, I'll give you good
service."

Good Will comes into being
solely as the result of experi-
ence. If the individual has
always been true, trustworthy
and reliable in all his dealings,
then Good Will arises naturally.

The attitude which results from
such experience is always in-
dicated by the actions of those

GOOD HOUSEKEEPING

Chicago

New York

Boston

who feel it. The practice of
so many advertisers in relying
on Good Housekeeping in-
dicates therefore what has
been the result of their
experience.

But before Good Housekeep-
ing could be of any great
value to some hundreds of
advertisers, it must be of equal
or greater value to thousands
of thousands of readers. And
readers' Good Will is secured
also by continuous experience
of trustworthy service.

Thus the Good Will, so
naturally gained and so con-
sistently retained, grows as
inevitably as funds at com-
pound interest.

This is the fourth in a series.

Ill

ADVERTISING AND SELLING

July 14, 1926

Style Factors That Affect Copy

Power

By Allen T. Moore

WASN'T it Oscar Wilde who
spoke of having spent a most
strenuous writing day, "de-
ciding in the forenoon to put in a
comma, and in the afternoon to take
it out"?

Nothing like that sort of leisured
procedure enables the modern copy-
writer to prune, primp, polish and
perfect his pencilled product until,
as persuasion in print, it is not only
superlative salesmanship, but sur-
passing English.

And yet how quickly, if we could
have our way and say about it, we'd
vote for some approximation to that
kind of leisure! Talk as we will,
we know that nothing was ever more
true than the dictum that "only hard
writing makes easy reading." In-
spiration may furnish a first draft
with salt and fire in it; but only the
perspiration of rewriting ever dis-
tributes that savor or focuses that
flame.

To veterans in the copy ranks this
is "old stuff." They know how truly
grind makes grand; how surely the
grooming process is a divinely grim
one. But many a newcomer as i
have occasion to remember often
thinks otherwise. He reads effective
finished copy in print and sighs for
the master's "knack." He tries
Franklin's and Stevenson's method
of imitation, compares original and
replica ; and tears his hair with cha-
grin over the result. It is to him,
then, that I would present a few
paragraphs of hint and encourage-
ment— hopeful that they will prove
as helpful to him as were many simi-
lar words put in my way not too long
to be forgotten.

Perhaps, Mr. Younger Copywriter,
you read that preceding sentence
with a certain feeling that it was —
well, "artificial"? You were right.
It was artificial. Why? Because it
labored, in a rather left-handed way.
perhaps, to attain "style" as its end,
ad of leaving style to become an
nscious means to the meaning.

"Oh." you say — "so style can't be

nut into copy consciously be 'at-

d,' in other words- without

ruining the result, without distract-

ing attention from matter to
manner?"

Yes, it can. But it has to be done
a good bit more adroitly than I did
it a moment ago, that's all.

Now, these veterans that you envy
do it by putting four style-checks on
their work, either in the slow-going
process of first drafting, or more
usually in the subsequent processes
of refining and perfecting — Wilde's
"putting in the comma" system.

Of course, the checks in question
these veterans may state in a dif-
ferent sequence from mine, or ex-
press differently, but at base, they
will be found to have the same fun-
damental effect in their application
to copy. So let's see what they are.

Briefly, every skilled copywriter
pays particular attention, somewhere
in the day's work, to

1. Picking the word.

2. Phrasing the thought.

3. Placing the emphasis.

4. Keeping in key.

When he has paid his devoirs,
faithfully in the time at his disposal,
to these four style graces, he men-
tally closes his desk on that job
and clears the cerebral arena for his
next copy encounter. He has done
all a man can in service alike to his
payroll lords and his public.

OF course, "picking the word" is,
ideally considered, a foredoomed
attempt to pole-vault the impossible.

Flaubert, the consummate stylist
of "Madame Bovary," spent his life
at the exercise without ever wholly
mastering it, and gave priceless
years of tuition in the came to his
more famous pupil, de Maupassant.
Stevenson, perhaps alone among the
later English writers (with the pos-
sible exception of Pater), gave his
days and nights to the same endless
quest of the mot juste, and remains
today the most quotable of our
library friends because of that style.

Copywriters, then, need not feel
shame in the presence of more
famous word picking failures than
their own. Rather, they can well
emulate them, for that way lies
force, power, brilliancy — e\ er;

quality that persuades the reader of
advertising precisely as it persuade:-
the reader of literature.

"Picking the word" is a process
dependent for success on two quali-
ties in the substantive finally
selected: (1) novel usage, and (2)
connotativeness. In actual fact, tha
two blend, of course; but one is
rather more the result of position or
placement in the sentence, while the
other is a matter of the associated
meanings which the word sets astir
in the reader mind.

HERE, Gladstone's remark that
illustration is the best definition
comes into play.

I picked up, last week, Stephen
Vincent Benet's new novel, "Spanish
Bayonet." And in passing let me
commend it to all advertising
writers, along with F. Scott Fitz-
gerald's "The Great Gatsby," as a
particularly successful achievement
in the use of those style factors that
confer copy power.

As I progressed with the narra-
tive, such prime examples of timely
word-choice as these sprang ou-.
from page after page:

hands blurred by the dusk

so pinched were the timi

on ;i chill, green winter evening

the white stone thumb of a lighthousi
a riiiE urinked on his outstretched hand
his candle . . . fuffed and went out
started to walk in a fog of anger

lli' tcirdry tears were running down his

The thread of voice led him to a closed
door

Similarly, browsing last nig1,
through Martin Seeker's edition of
Edna St. Vincent Millay, I cam..
across more instances of this first
style factor, in —

ks at dusk are guttural

< i . 1 i , r ;

(waves) ./».:.'/. \ng i hi boats at the har-
bor's hi ad

Both writers' pages yield multi-
plied instances of the style force in-
herent in novel usage and connota-
tiveness as applied to the choice of
individual words.

Blurred, pinched, green, thumb,
winked, fuffed, fog, tawdry, thread,
Kuttural, plate, spanking, are (all
but two) commonplace words
enough. It is their unexpectedness
of placement, their connotations.
[CONTINUED ON PAGE 511

July 1-1. 1926

ADVERTISING AND SELLING

Opportunities

A few young business men
who are able to participate in
ownership of Saunders Sys-
tem, Inc., are needed for branch
managers. Salary and bonus.

In 1915, a Customer Was an Event!

Last Year Saunders System Cars Carried Customers 20,000,000 Miles!

WHEN the Saunders brothers first had
the idea of renting automobiles by the
mile, their only car was a much abused old Ford.

That rattling vehicle represented a great sacri-
fice on the part of its owners — and naturally
they were pretty careful about the people to
whom they rented it.

The first customer had practically to "sign his
life away" before driving away in that Ford.
His signature was affixed to numerous papers
and contracts — yards of elaborate red tape
which seem laughable now!

Contrast the easy, convenient methods em-
ployed by the Saunders System today! Obtain-
ing a "card" is a simple process now — and you
can use it in any of the principal cities where
the eighty-five Saunders Stations are located.

But contrast, too, the scope of the Saunders'
activities. In 1915, they had but one car — today
they own thousands! In 1915, they had but
little "trade" — last year their cars were driven
twenty million miles!

What is the secret of this success? Good man-
agement? Yes, but more. The Saunders Sys-
tem is one of the century's important business
triumphs because it is based on an idea!

The idea is to rent you an automobile by the
mile that you can drive yourself. The Saunders
System pays for all gas, oil and upkeep. You
pay only for actual miles traveled!

Think of the people who are potential customers
of this plan! Business men and women! Fam-
ilies bent on pleasure excursions! Indeed, they
can be counted only in the millions!

Main Office: 1214 Wyandotte St., Kansas City, Mo.

85 Branches In Principal Cities

Send for "Motor Car Advantages Unscrambled"— It's free.

ADVERTISING \ M) SKI. LING

July 14, 192b

France Breaks New Ground
In Outdoor Advertising

By George F. Sloane

THE American who is
accustomed to very stiff
opposition in America
to the use of public spaces or
famous scenery for advertis-
ing- becomes mystified when
he gets to Paris and first sees
the famous Eiffel Tower at
night. It shouts the name
"Citroen" and is visible for
twenty-seven miles. "Citroen"
is the French equivalent of
the "Ford" and the most popu-
lar car made there. The let-
ters in this sign spell them-
selves across half of Paris,
the city which the American
has always been told is hostile
to modern commercialism.

I did not discover one per-
son in Paris who confessed
to any opposition to Citroen's
acquisition of the Eiffel
Tower as an advertising
medium. In fact it was quite
uniformly regarded as an
addition to the beauties of
Paris, since the tower be-
comes now a thing of beauty
at night instead of being
quite invisible. Had Citroen,
however, attempted an un-
intelligent and hideous adver-
tising monstrosity such as we

sometimes are presented with
in America, the reaction would have
been sharp and swift. But Citroen,
a Frenchman himself, recognized this
and never dreamed of so insulting
the Paris public. As a result the
illumination of the tower is prim-
arily a piece of art, and only
secondarily an advertisement, a
semi-indirect advertisement, for the

method of tracing out the letters was in pari accepted as a eontribu
with electric lights cmly indistinctly
is one which directly appeals to the
subconscious rather than to the
conscious. The letters have not the

THAT what is virtually a national monument
should be used to advertise the name of a
popular, inexpensive car would seem an im-
possibility. Yet this has happened in Paris,
the seat — any Frenchman will tell you — of art
and civilization. Yet no riots have been re-
ported. Mr. Sloane explains this phenome-
non to the puzzled, so philistine Anglo-Saxon

for this startling privilege, but
somebody with a head for figures
calculated that on an ordinary scale
under French tax laws, he would be
Iiaying almost 1,250,000,000 francs
merely for his tax. Citroen illumin-
ated the tower at the time of the
Paris Exposition of Decorative Arts,
and it is very likely that the sign

hard and sharp outlines of the alpha-
bet, but have softer and more dif-
fused lines which produce a mass
effect and a softness which has real
beauty. At the same time there is
no failure to register the word
Citroen

Nobody knows what Citroen paid

tion to the exposition. Obviously
some compromise with the govern-
ment, so greatly in need of money,
was agreeably reached.

A few figures will indicate the size oddly enough, are shocked on visit-
ant) scope of this remarkable electric ing the Riviera to note the great

21 miles of heavy cable and a
total of 25 tons of wire. The
plan of illumination consists
of nine consecutive trans-
formations: First, the tower
is outlined; then big stars ap-
pear over the whole surface,
followed next by comets and
signs of the zodiac. This is
followed by a moving flame at
the top; then by panels indi-
cating the birth year of the
tower (1889) and then the
name "C-i-t-r-o-e-n" appears.
The control system makes pos-
sible hundreds of changes, and
the effect is decidedly that of
a fairylike illumination rather
than of a peremptory adver-
tisement. The tower sign is
regarded by many as the
greatest achievement of
French advertising to date.

France at the present time
is in a mood to utilize every-
thing possible for revenue,
and for this reason is now en-
deavoring to make money out
of advertising.

Since advertising in France
today almost necessarily
means outdoor signs or indi-
rect methods, it is expected
= that a new plan recently de-
veloped will add much
revenue. A thousand lamp posts have
been rented for the privilege of ad-
vertising on them, with, however,
the restriction that they must be
artistically handled. The sub-con-
tractor pays $16, and half his profits
Two committees, one to pass on the
artistic values and another to see
that historical localities are not
desecrated, insure regulation.

Outdoor advertising in France,
contrary to the ideas of many
Americans, is developed to a great
degree. In fact, many Americans,

sign. The letters are 90 feet high,
which makes them visible 25 miles
away. 200.000 electric lamps in six
colors are used, and the electrical
installation calls for M transformers
with the power of 12.000 kilowatts,

number of advertising signs along
the road. If there is any stretch
of fine scenery in France it is the
French Riviera, and the French
signs are without question a blot on
the beauty of the "Coast of Azure."

July 11, 1926

ADVERTISING AND SELLING

:%m

n«a an «:e si: i;; ;s: .

ilTC CI« ~- s ^ " s

! U

I C7J ZTW 5T? CT* *l» m ■»■ m -

rT Editorial quality unsurpassed.
^ Over 90% of articles are the
personal contribution of leaders in
successful manufacturing companies.

MANUFACTURING
INDUSTRIES

15 East 26th St., New York, N. Y.

RUTLEDGE BERMINGHAM

Advertising Manager

Publication of The Ronald Press Company

Member A.B.C.— A.B.P.

ADVERTISING AND SELLING

July 1 1, 1926

e 8pt. Vaa

IT was a real grief to me to learn of
the death of J. Rowland Mix recent-
ly. To me Mix seemed to have come
nearer having learned the secret of
perpetual youth than any man of my
acquaintance. I recall some five years
ago walking with him to the breast of
the Old Taylor coal mine, at Scranton,
and there, far under ground, he said
something that I shall always remem-
ber. One of the little mine trains had
just thundered past us, and just after
the last car had passed, it jumped the
track. Had it jumped two seconds
earlier, we should both have been
crushed against the wall.

"When you consider that we are
probably having a hundred escapes a
year as close as that without realizing
it, doesn't it seem foolish that we
should keep postponing our happy hours
until tomorrow?" remarked Mr. Mix.

Certainly J. Rowland Mix did not

postpone his happy hours. With his

music and golf he enjoyed life to the

full, and at 75 was still a young man.

—8-pt—

John Weedon, advertising manager of
the Peoples Gas Light & Coke Co.,
made a very interesting point in his
paper before the Chicago Engineering
Advertisers' Association when he said :
"Clear wrriting, or speaking, is pri-
marily a matter of clear thinking. In
ancient days people did not have the
material facilities for writing that we
now have. Recording one's thoughts
was a long and laborious process, it
did not encourage recording that which
was trivial, heedless, or careless. No
doubt some of our trouble today arises
from the fact that we can rush into
print without much thought or prepara-
tion. Very little of what is written
today is quotable. Very little of that
which has come down to us from an-
cient writing is not quotable."
—8-pt—

The Oster Manufacturing Co., of
'and. has produced something un-
usual in a sales manual for jobbers'
salesmen. Instead of the usual bread-
and buttery manual, it has dramatized
the overcoming of all the major ob-
jections to the purchase of its product
(the Power Boy pipe cutter and
threader) in a one-act play entitled
"Silver Threads." The form is intere I
ing and the arguments are convincing,
but neither of these elements impressed
ugly as the fact that the com-
pany recognizes that such a machine
must often be sold to two buyers, in-
stead of only to one. In "Silver Threads"

the salesman calls on Piper & Stallings.
Piper, the practical member of the firm
brings up all the practical objections;
Stallings, being the watch-dog of the
company treasury, just sits tight
against the spending of money, repre-
senting the resistance of inertia.

It is because of the failure to recog-
nize that there are generally two buy-
ers to be figured on in every sale of
industrial equipment — Young Man
Practicality and Old Man Inertia —
that much industrial selling falls short.
—8-pt—

When will more advertisers learn the
effectiveness of this simple, postery use
of small space in newspapers?

Tea gardens
conquer the
jungle for

White
Rose

The all'Ceylon Tea

It was this type of advertising that
helped to establish Mellin's Food and
Royal Baking Powder and Baker's
Chocolate years ago. 1 suspect that it
will still "do a job," to use one of Ben
Nash's favorite expressions.
—8-pt—

Commenting on the item which ap-
peared on this page recently in which
I quoted from Walter Prichanl Eaton's

book, dealing with the actor's skill in
indicating to an audience what he
wishes it to know or feel even before
he speaks, a correspondent comments,
"Yes, but you missed the best para-
graph in this same book dealing with
your test," and quotes from page 175:
"Thomas Betterton had so full a
possession of the Esteem and Regard
of his auditors, that upon his entrance
into every scene, he seemed to seize
upon the Eyes and Ears of the Giddy
and Inadvertent. To have talk'd or
look'd another way would have been
thought Insensibility or Ignorance. In
all his soliloquies of moment, the strong
intelligence of his attitude and aspect
drew you into such an impatient Gaze
and eager Expectation, that you al-
most imbib'd the Sentiment with your
Eye before the Ear could reach it.

— 8-pt—

It is a habit of mine to pass on to
others the interesting things that come
to me — articles, clippings, epigrams,
proofs of advertisements, anything
that will add profit or pleasure to the
day of one of my friends. Not infre-
quently— and always to my surprise,
for I have likely as not forgotten the
occasion — I get letters or memos back
which more than repay me for my
thought.

Recently I sent to Andrew Melvin a
batch of proofs of advertisements illus-
trated with an interesting technique,
though strangely lacking in some-
thing.

On the following morning I received
this penciled memo from Melvin:

"One interesting thing about the ad-
vertisement proofs you sent me today
is that evidently one artist started the
series and another was called in to
carry on the same style — with unfor-
tunate results."

That was it! The advertiser had
used a master to establish a new style,
and then thought to "save money" by
having the rest of the illustrations
done in the same technique by one of
the low priced imitators — "with unfor-
tunate results," as my correspondent
says. When will business men learn
that imitation is the highest form of
extravagance?

Inly 14. l<J2o

ADVERTISING AND SELLING

No Buried Ads in the House Beautiful

Homes of
Character and Distinction

r~- T'

H £

Every Advertisement Receives

Maximum Visibility

Flat size magazines were designed to supply display space along side
reading matter — are you getting it? Your advertisement in The House
Beautiful will always face editorial, be visibly dominant, conspicuous,
and certain of attention.

THE HOUSE BEAUTIFUL

Is one of the most productive space buys of class media. It is edited
solely in the interest of the home and its embellishment. Secondary
subjects like dogs, dress and real estate, it leaves to others.

If yours is a service or commodity which enhances the house or its
appointments, yours too is the opportunity to gain the undivided atten-
tion of 80,000 net paid (ABC) subscribers, who read The House Beau-
tiful for preference.

A steadily rising circulation gives you premier value
with every insertion — write now for all the facts.

THE HOUSE BEAUTIFUL

A Member of The Class Group

NO. 8 ARLINGTON STREET

BOSTON, MASS.

\I)VERTISING AND SELLING

July 14, 1926

Selling Radio

[CONTINUED FROM PAGE 24]

This does not mean for one minute
that all dealers will settle down to the
same or three or four makes of radio;
it does mean, however, that dealers will
identify themselves with particular
makers and will intensify their selling
effort. They will become specialists;
they will probably become "authorized"
or "licensed" dealers.

The tendency to reduce lines is sound
sense. It is inevitable. It is one of the
outstanding advances of 1926 as a
radio year.

"Demonstration" seems unavoidable
in radio selling. "Satisfactory demon-
stration" is the most important factor
in closing the sale.

MANUFACTURERS and distrib-
utors are urging their dealers
to quit home demonstrations as soon
as they can. They remind dealers
that home demonstrations add ter-
ribly to the cost of selling; they
open the way for servicing
to keep the set sold ; for a cus-
tomer to demand a home demonstra-
tion is the easiest way to turn down
the salesman or avoid signing on the
dotted line. They urge that radio
should be sold "as is" like other mer-
chandise.

Over against this argument stands
the fact that a radio standing "dead
silent" in the home hurts the dealer
who sold it. It seems useless, in this
place, to emphasize all the tempera-
mental elements in radio selling — tem-
peraments of the set, of the owner, of
receiving conditions at his home, of
broadcasting interferences of the lo-
cality, etc.

"The dealer's out of luck," comments
a Detroit music dealer, "if he gives a
good demonstration the first time.
Next night when the customer tries to
get the same results for himself and
falls down, he thinks he's been tricked
some way. It's better deliberately to
do a little less than you can do — just
give him a taste of blood. Then, if he
beats your record, he makes the whole
neighborhood ring with cheers for him-
self and for the set."

That quotation hints at the proper
psychology of radio demonstrating. Ra-
dio has been over-sold by enthusiasts.
If radio demonstrating is to become less
costly to the dealer, the salesmen must
be taught to curb over-statement, to
"give a taste of blood," to let the cus-
tomer get the thrill of radio, to lead
him to sell himself. Were I a sales
m.-inaen I'm i :i<li< a of course I am
not — I would shout just one sentence
at the floor force at each morning's
conference. That sentence would be:
"Keep your mouths shut !"

The best radio selling in this coun-
try is found where salesmen have
Learned not to use their tongues. Read

that sentence again. It is contrary to
usual salesmanship methods, but, re-
member, radio is not essentially like
any other merchandise. Best radio
selling occurs where salesmen adopt the
tactics of a well-trained butler: Re-
ceive the customer affably, make him
feel at home, offer him (more often,
of course, her) a seat before a receiv-
ing set, place the dial in her fingers,
and, finally, compel her to indicate likes
and dislikes. Then, taking a clue from
self-committed preference, bring on the
selling pressure.

Even for a dealer, who represents
but three makers, a "complete line" in-
cludes a variety of one, two or three
controls; tubes anywhere from four to
ten; sets all the way from stripped at
$75 to cabinets complete at $450 (or
higher) ; plus a choice of tuned-radio
frequency, neutrodyne, super-hetero-
dyne and so on. Does not this com-
plexity suggest the common sense of
allowing, if not compelling, the cus-
tomer to commit himself?

One of the most successful radio
sales managers puts the case bluntly:

"I order my men to keep their hands
off the dials. Make the prospect do
his own demonstrating. A radio
buyer is a child in a big toy shop. The
wares mean nothing unless he can fin-
ger them, but let the kid play two min-
utes with a $25 toy and his dad is
stung for the sale."

ANOTHER. from Los Angeles,
voiced the same suggestion :

"Let them demonstrate for them-
selves, and it will not take much talk-
ing to close the sale."

Or this, from a most successful radio
department of Columbus, Ohio:

"Here's another secret. One of the
clerks brought it to me. Seat the cus-
tomer and let her play with the dials.
It won't hurt her even if she is scared
a little. That wears off in a minute,
and when she gets the first station she
has had her first radio thrill. She's
far nearer sold than when she came
into the store.

"Then, in case she gets nothing but
squawks, she never thinks of eotrmlain-
ing to the clerk. She utst thinks it's
her poor skill. But, with a clerk dem-
onstrating, if he is unable to demon-

t rate tin ii >t hh and gi\ i od tone, the

oK&i-ing is ours. It hinders sales to
do a lot of explaining."

Does not such customer-for-himself
demi n-'tvating sound more sensible
than the commonest boast of radio
salesmen, about 50.000 of whom are
imffed up over their ability "to take
any old set on the floor and out-demon-
strate anything else"? They can and
they do, as any radio expert can. Such
skill is not however, sound selling psy-
chology, although radio salesmen have

deceived themselves by thus believing.

Over-demonstration results in over-
serving. Any dealer will give you a
dozen illustrations. Yet few dealers
have applied common sense to their own
selling to the extent of seating the pros-
pect before the dials and compelling
her to do her own "alibi-ing."

The misconception that radio is like
the automobile or the washing machine
has done another queer thing. Dealers
think that salesmen must be men. Why
they have not employed more women
is hard to conceive.

If it were possible for me to gather
together the radio sales managers of
this country, for just one-half hour in
a certain city, radio selling by the fol-
lowing Monday morning would be im-
proved from coast to coast. Over-drawn
statement? Never!

Radio has moved from the kitchen
table into the living room. The mo-
ment the boy's mess of wires and acid
spilled on the floor yielded to the fac-
tory-made case or cabinet, radio sell-
ing took on the eye-appeal and the
woman-appeal. Every dealer knows
that today the woman buys radio; or,
quite emphatically, she tells the man
what he may or may not purchase.

Whatever may influence man-made
purchases, the eye-appeal influences
woman-made buying. The woman
wants something that looks right, and
she is easiest sold when persuaded that
radio is "more simple than all the five-
syllable words of the radio columns."

A woman as salesman knows all
those delicate feminine appeals. More
important, she does not know all that
technical jargon that has hindered
radio popularity. The woman as sales-
man goes direct to the point. She gives
the prospect a chance to select for eye-
values, she lets the customer demon-
strate for herself, she talks tone and
quality and nothing else because she
knows nothing else.

MORE or less technical knowledge
is demanded to sell radio, but it
does not follow that every salesman
shall have that technical training.
With the automobile and washing ma-
chine and electric refrigerator it is nec-
essary; with radio, not. For best radio
selling, ability to show the customer
how to get most effective dialling is the
kernel of demonstration. To a great
extent, the less of technical phraseol-
ogy in the salesman's talk, the more
direct the selling.

In order to keep radios sold, dealers
must preach the gospel of good acces-
sories. Cheap sets are disappointing
for the dealer. Good sets, equipped
with cheap accessories, are worse.
Poor tubes, under-voltage batteries, in-
appropriate speakers, loosely wired
connections — any one of these will pre-

July N. 1926

ADVERTISING AND SELLING

^^ O T'lls a^vert'sement is one
* of a series appearing as

a full page in The Enquirer. Each
advertisement personalizes a Cincin-
nati suburb by describing the tvpe
of woman characteristic of that
suburb: in each advertisement, too.
The Enquirer's coverage of the dis-
trict is shown.

Mrs.

Madisonville

-in the heart of the city

though eight miles out

JTAND in Mrs. Madisonville's garden
/and close your eyes — it's very easy to
believe you're in the country. The air is
so fresh, so full of the perfume of grow-
ing things. Now open your eyes —
the modern home of Mrs. Madisonville
is before you; a car stands in the garage;
over your head stretches a radio aerial,
You are very much in the city!

It is this combination of the best of
the country with the best of the city that
makes Mrs. Madisonville's community so
fascinating. Years ago, this district was
really country — yet even then commut-
ing service linked it closely with the city.
Today, Mrs. Madisonville's personal car
has taken the place of the commuter — it
carries her quickly to the shopping dis-
tricts, to concerts and matinees. She is

I. A. KLEIN

New York

Chicago

as much a part of the city's activities as
the residents of the nearest suburbs.

Nor does distance dull her interest in
the city's news. She is a regular reader
of The Enquirer — every morning finds
it at her breakfast table. And her neigh-
bors follow suit. In Mrs. Madisonville's
community are 1,880 residence build-
ings; here, 983 Enquirers are delivered
each day.

^ In the case of Mrs. Madisonville, this
Enquirer coverage is particularly impor-
tant to you, Mr. Advertiser. Literally, it
enables you to present your wares in
homes eight miles away, and to present
them at that critical hour when the day's
purchases are being planned. Try a
schedule of advertisements in The
Enquirer — then check results!

R J BIDWELLCO.
San Francisco Los Angeles

THE CINCINNATI *3| ENQUIRER

Goes to the home,

stays in the home"

\I)VKRTISING AND SELLING

July 14, m»

— "typical of the potent force
of direct advertising"

<trr\

iHE influence of the special follow up campaign which you
designed for us has been most favorable indeed. It has proven
a most valuable addition to our direct advertising program
and it is truly typical of the potent force of direct advertis'
ing when properly planned and executed," writes a client,
who manufactures a line of heavy machinery that costs from
$5,000 to $150,000.

Supplementing the work of salesmen, this campaign takes
the plant to the prospect, samples the product, and drives
home selling points in an informative, chatty manner.

A little portfolio, in which this as well as other appli-
cations of direct advertising are illustrated, will be
gladly sent to executives who arc interested in the
use of direct advertising as a medium

Evans -Winter-Hebb inc. Detroit

8i2 Hancock Avenue West

<$*& — =5iX<*>-

aVe — z&tfsr-

The business of the Evans -Winter-Hebb organization is the execution of direct advertising as a definite me
dium, for the preparation and production of which it has within itself both personnel and complete facilities
Marketing Analysis • Plan • Copy - Art • Engraving • Letterpress and Offset Printing • Binding • Mailing

vent the receiving set from doing what
it was designed to do. They react on
the dealer, even though in ignorance
he may lull himself into thinking other-
wise.

No radio should be delivered without
the manufacturer's book of instructions.
Honest selling will direct attention to
the maker's printed list of proper ac-
cessories, with invitation of the pur-
chaser to check the dealer's statements
against the manufacturer's specifica-
tions. No single thing will do so much
to keep radios sold as such a list of
"Don'ts" as has already been men-
tioned. In addition to keeping sets
sold, the dealer who is thus honest with
his trade will cut down his costs for
servicing.

[This is the third of a series of articles
on radio by Mr. Haring. The fourth will
appear in an early issue.

In the second article of the series, June
30, page 65, an error crept in which the
author would like to correct. "Selectivity
and distance," as printed, should have been
merely "Distance," and the lines should
have read: "Distance? It is of less and
less importance. The music store talks en-
joyment, not lunacy." "Distance" the
author classes as "lunacy" but selectivity
certainly not. It is, in fact, an essential
of any rpdio receiving set that satisfies the
owner. — Editor.]

Why Advertise?

By Paul T. Cherington

Director of Research — J. Walter Thompson
Company

THE newspaper of today is wield-
ing an enormous economic and
social power through its advertis-
ing columns. Some of the consumer
market news which these columns con-
tain is as thrilling as the reading col-
umns if all of the real story could be
told. There are triumphs of foresight
and purchasing skill; there are trag-
edies and comedies and strange fruits
of diplomacy.

The consumer, of course, cannot know
these behind-the-scenes stories. What
concerns him is the meaning of these
stories to him as a buyer of "consum-
ers goods." The advertising columns of
newspapers, the advertising pages of
magazines and the other forms of ad-
vertising have become great sources of
wise guidance in living.

The consumer's ability to choose what
he will buy is one of his most cherished
possessions as an individual. We could
all be warmed, clothed and fed much
more cheaply if we all lived in asylums
and took what was handed out to us
without a murmuf. But we want to be
individuals and so we decline to be uni-
form.

This freedom of choice means risk in
selling and production. Somebody's
goods are sure to be left on the market
when the public finishes its purchases.
Anybody who can minimize this risk is
making his business safer. This is one
of the main services of advertising. It
helps to insure the sale of goods, thus
determining which of various competi-
tive offerings shall be bought and which
left unconsumed.

No consumer today could use his pur-
chasing power as freely or as effective-
ly as he does were he still obliged to

July U, 1926

ADVERTISING AND SELLING

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ioma City Building
' ualizes Fall Opport uni \ y

TT5F

UILDINGS valued at more than three
and a half million dollars are under con-
struction and contracted for in Oklahoma
City during the next three months. Above, the
air view visualizes how the downtown skyline
will be raised by new buildings.

Illustrated below are four major building projects — the Buick
Motor building, the Petroleum building, the Perrine building and
the Mid-Continent Life Insurance building.

Parallel activities may be observed throughout the entire Oklahoma City
trading radius, indicating prosperity and opportunity for those manufac-
turers who are actively selling in this market.

^Daily Oklahoman
Oklahoma City Times

thowi^fhly a?id a/one^

E. Katz Special

New York Chicago Kansas City

e (MahamaCity Market
Advertising Agency

Detroit Atlanta San Francisco

•,.}•'■* !■

tfOp

" | t UK ,Ct
;E CI -'
t:c tct ct

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.£':'- -

rs&eB6»

ADVERTISING AND SF.LLING

July II. 1926

seeds

THROUGH the warm summer
evening sounds the frogs' chorus.
Food for bird, for fish, even for animal,
nature has given him only one real pro-
tection— tremendous reproductivity.

Many a sales executive, seeing pros-
pect after prospect gobbled up by com-
petitors, realizes that his one big chance
for success lies in the seeds he plants
for future prospects. And the seed best
combining economy with effectiveness
is the printed word.

By excellence of detail he lengthens
the life of, increases the future profit
from, that seed. In no detail is excel-
lence more essential than in
photo-engravings.

Gatchel & Manning, Inc.

C. A. Stinson, President

'Photo Engravers

West Washington Square »•-= 230 South Jth St.

PHILADELPHIA

"beware" in the full meaning of the
common law. Merchants have a new
idea of their relation to their patrons;
producers of mei'chandise are ready to
brand their wares and stake their con-
tinued existence on their ability to sat-
isfy final consumers with their brand
as evidence of good faith. These and
all the other new methods in distribu-
tion which protect the consumer serve
him in place of expert knowledge about
his purchases and make him, in effect,
as wise a buyer as he is a safe one.

Direct Mail Losing

Something Other Than

Direction

By Edwin J. Heimer

IF there is any doubt in your mind
that direct mail is not losing its
direction, permit me to suggest
that you save the next hundred pieces
that come to your desk. Loss of direc-
tion is a mild-mannered term and falls
considerably short of describing the
many virtues it is actually losing.

Kindergarten ideas, bred and born
of mature minds supposedly intelligent,
appear to be more prevalent among di-
rect mail producers than the sound and
logical A B C's we all know are so es-
sential for success in this interesting
work. "Clever" ideas (most of them are
downright silly), odd shapes and ex-
aggerated statements appear to be the
rule by which many direct mail crea-
tors govern their output — pure rot, I
call it.

Understand, please, I am not an op-
ponent of direct mail as direct mail is
rightfully known and used. I am, how-
ever, one of many bitter enemies of the
new fol-de-rol that has recently had
the gall to associate or attach itself
to that art known as direct mail.

To my mind three elements are es-
sential before a sale can be made — or
better still, before volume business can
be expected. These elements are:

1. The Salesman

2. Magazine Advertising

3. Direct Mail.

One without the other is almost help-
less. Like the three-legged milk stool —
we must have the three legs or our or-
ganization does not function as it
should.

It is manifest, I believe, that direct
mail can be made to produce more in-
quiries per dollar cost than magazine
advertising. Consequently, the more in-
quiries we produce for our men, the
more time they are compelled to spend
on our account — and the more time
they spend, the more familiar they
become with the work and the
larger their incomes become, until fi-
nally they are devoting all of their time
to our account.

Finally, let me say I am an advocate
of direct mail, but only such direct mail
as is sensible, logical and not insulting
to one's intelligence, as much of it is
today.

luh 14, 1920

ADVERTISING AND SELLING

Style Factors That
Affect Copy Power

[continued from page 40 1

that give each passage value, bring it
alive and make it inevitable.

Contemporary advertising also knows
this power of the cunningly picked
word and employs it, too. Just as
imaginatively deft as their fiction
brothers are many of the unsung and
anonymous interpreters at agency and
free-lance desks, whose service is to
Merchandising rather than to Litera-
ture. Instances? Among many, note
the following whose merits are implicit
in the picked word :

it (the tire) is given a fighting heart of
honest rubber . . . forms a cushion between
your rims and the hard hot road.

(Cupples Company)

Note the lull-handed feel and easy swing
of this balanced, hand- sine grip.

(Parker Pen Co.)

Sleep coaxes, necessity calls. (Westclox)

A sea-blue chest that holds a pale bright
service of silver for six.

(Oneida Community. Ltd.)

Where Community Plate lies, bridesmaids
pause to sigh over their roses. (Oneida)

On those red-letter days when cares are
adjourned. (Marmon)

For those who are yet young — and those
who refuse ever to be otherwise.

( Marmon )

Lonesome watches. Maybe you have one.
A watch that is isolated day a'fter day in a
dark vest pocket. (Simmons Chains)

Fire's winning card (carelessness).

(Hartford Insurance Co.)

. . . how far Radio has progressed since
its noisy, sprawling youth. (Atwater Kent)

A haughty Rolls-Royce, with a long,
aristocratic nose. A stately Lincoln, clad
in presidential dignity, A cheerful Buick,
quick and competent. A gay young Chrys-
ler, just a trifle disrespectful to its elders.
(Tide Water Oil Co.)

Words of novel usage and connota-
tiveness are easy to specify, but tre-
mendously hard, all the same, to at-
tain. Whether fictioneers or copy-
writers, the veterans are the first
sighingly to admit it; and their desks
corroborate it. A skilled copywriter
friend of mine daily stacks by his ma-
chine for final transcript stuff that
looks like the undecipherable palimp-
sests which Balzac is reputed to havv?
handed to his printers. It is the pain-
fully small net of many gross hours
dedicated to care-taking; but he
solemnly avers that in twenty years he
hasn't found any less laborious sub-
stitute.

Copy packed with clarity, verity, mu-
sic and eternal fitness, copy which
phrases as seductively as "a pale bright
service of silver for six" may rest for
initiation on inspiration and imagina-
tion ; but at last it must ever come back
under discipline to certain style funda-
mentals, certain "power cheeks," be-
fore it can pass on to the typographers
sure of its own validity and proudly
ready for print.

And every seasoned copywriter be-
gins that discipline of his brain-
children with the first, simple, ever in-
dispensable test which asks: "Have I
chosen, am I choosing, the just-right
word — the word that is not only novel
in its placement but priceless in its
connotation values?"

some people
think us unduly
modest
in our denial
that we "cover"
the Greater Detroit
Market-
but we have a
good business reason
for it —
we want the
advertiser to make
money here so
he can spend more
than the

cost of a one-time
failure — so we
advise using the
Detroit Times
and another paper.

ADVERTISING AND SELLING

July 14, 1926

^-^ (/JtuSarmenlWtdlu

READY-TO-WEAR

AND NOTHING ELSE

BUT!

The Garment Trade Paper

that goes only where it pays

its advertisers to go.

Circulation
11,000 Copies Weekly

ITS READERS BUY

millions of dollars' worth of
Women's, Misses' and Chil-
dren's Ready-to-Wear at
wholesale annually.

ITS READERS ARE 75%

of the best Ready-to-Wear
Retailers, Merchandise Ex-
ecutives and Buyers in De-
partment Stores, Dry
Goods Stores, and Specialty
Shops in nearly 3,000 cities
and towns - — plus every
worth-while Resident Buyer
in New York and else-
where.

ITS READERS PAY £6

a year for their subscrip-
tions to NUGENTS — and
they read the paper.

Mr. Agent:

If your client makes Ready-
to-Wear and sells to the re-
tail trade, you will find
NUGENTS a mighty
worth-while advertising me-
dium to use — and it costs
less, too, because it's special-
ized.

The Boom — and After

[CONTINUED FROM PAGE 22]

Published by

THE ALLEN BUSINESS PAPERS, |nt

1225 Broadway, New York
Lackawanna 9150

cal equipment required to put these
paved highways into action.

It is only natural that when a
boomerang has done its stuff you feel
there is little left to do but pick up the
pieces and sell them for junk. Con-
fidentially, Florida's bank clearings are
said to have fallen off about two per
cent.

On Dec. 31 of last year, when every-
one knew the boom had "bust," but no
one admitted it, bank deposits totaled
, $830,000,000. Not so dusty for a State
of less than a million and a half popu-
lation.

THE truth is the "cracker" changed
his banking from the Old Sock
to the First National. For every
1 Northerner who went home broke, or
slightly depleted, there is a native who
has bought his wife a diamond ring;
his son some collegiate clothes ; has sent
daughter away to school, and ordered
' cars for all hands 'round.

If you don't believe that, then look
at the Federal tax figures for this
State. A sixty per cent increase in
I 1925 over 1924. A percentage increase
no other State approached: in round
figures, $25,000,000.

The beautiful part of this story is
! that a very great portion of Florida's
wealth is going to be put to work right
! where it was made. The native has
j not reached that state of mental eleva-
tion where he looks with whole-hearted
delight on the securities of foreign cor-
porations, and anything that has not
its origin in Florida is foreign.

Over $100,000,000 are going to be
put into electrical development during
this year. The sums that will be spent
on home, industrial and mercantile
building during the year could hardly
i be added up.

For that matter there is no sense
in quoting all those big figures, for no
one understands them. For purposes
of addition and subtraction they may be
required, but few men can actually
visualize so much as a million dollars.
Comparative pictures are the only
way to register these things, and that
often takes too much figuring. What
can I use, for instance, to picture the
fact that Florida produced $45,000,000
worth of lumber last year? Or that
this totaled 1,000,000,250 feet. And
that this exceeded the output of any
year since the war year of 1918 by over
100,000,000 feet?

But getting back to Florida. Even
if you can't do much with the sum,
it will surprise you to know that this
State manufactures over $200,000,000
worth of products, and that does not
mean lots rescued from watery graves.
On the reverse of the picture we find
thai Florida imports over $100,000,000
worth of agricultural products she is
capable of raising herself.

I am told the Lehigh Portland
Cement Co. is building a $3,000,000
plant in this State, and that another
company is building a $4,000,000 plant.

Did I mention that the Bell Tele-
phone System is spending $9,000,000 in
development work in Florida? It is.

As a State, Florida has no indebted-
ness. At the beginning of this year it
had $6,000,000 in cash in its treasury.

People have little idea of the crop
value of Florida. We eat its oranges
and its grapefruit, the latter being al-
most exclusively a Florida product, so
far as any raising of them in this
country is concerned, and we forget its
multitudinous crop varieties.

Farm products are supposed to be
the basic of all basics where figuring
the independence of a country is con-
cerned, for food ranks before even shel-
ter and clothing. And in the matter
of foodstuffs, Florida can offer a varied
diet beyond all competition.

As the farm-marketing organizations
develop, as they must develop, for they
are far from satisfactory, the agri-
cultural wealth of this State will in-
crease with a constancy and at a pace
that will set new records.

CANNERIES must also be operated
in greater numbers and in many
communities. With the coming of ade-
quate grading, such as farm organiza-
tions and shipping concerns will intro-
duce, the canneries will not only take
care of all surplus crops, but will also
utilize the thousands of tons of fruits
and vegetables now allowed to rot be-
cause they are not of a shipping qual-
ity.

So much of Florida's farm produce
is of a perishable nature that pioneer-
ing in this State offers difficulties
never experienced in the pioneering
days of the Northwest, when cereals
could be held indefinitely on the farms
or in the grain elevators.

The greatest asset Florida has,
which even the stupidity of men has
not been able to spoil entirely, is its
capacity for giving enjoyment.

You need to have this in mind when
you enter into any sort of negotiations
with Florida. Whether you are build-
ing, farming, selling or buying, this
clement of enjoyment has its calculable
value. A sour, grumpy people can't
exist under tropical skies. They can't
live with bright flowers and gorgeous
sunsets.

So it all comes down to this. The
boom has gone. Building is going for-
ward with ever-incrcasinir activity.
Agriculture is stepping on the gas.
Even the stupid race of men who have
tried to wreck Florida has given up the
job as too bijr for them.

Florida's future will be as great
ns its increase in intelligent leader-
ship will be active.

July 14, 1926 ADVERTISING AND SELLING 53

More About Publishers'
Promotion Matter

Some helpful suggestions to increase the effectiveness of
publishers' printed sales matter are:

Size — not larger when or if folded than standard
letterhead, SH" x 11".

Give the name of city, state, publication and date
of month and year on front page.

Tell the gist of your story in sub-heads so that
"he who runs may read."

Make it easy to read, not only in text but in type.
Display only the most important points. In fact
handle your printed emphasis and story much as
you would a verbal conversation.

Give your authority for all statistics.

Get right down to the main selling points.

Be accurate.

Be brief.

Of course, there are always exceptions to any general rules.
Some market surveys, for example, cost thousands of dollars
and cannot be brief. But even they, or the summary, will
be more effective when made terse or telegraphic in style.

E. Katz Special Advertising Agency

Established 1888

Publishers' Representatives

Detroit

New York

Kansas City

Atlanta

Chicago

San Francisco

ADVERTISING AND SELLING

July 14, m<>

On This Factor

All Successful
Advertising Rests

'You tell it to the millions — They tell it to the dealer

— That's Consumer Influence

HE object of national advertising
is to create consumer demand.
That's its basic reason for being.

Profit advertising centers on that fac-
tor. Successful advertisers recognize that
Mrs. O'Grady and the Colonel's Lady,
plain Bill Smith and Bill Jones, are' the
real merchandise buyers of the
country.

They tell every department
store, every chain store, every
corner merchant what to buy.
Dealers buy for their custom'
ers, not for themselves. Jobbers
buy what the "trade" tells them
to buy. Sales sheets start with the con-
sumer.

Thus, to pay out, advertising must
sway the millions. For consumer demand,
as all records prove, is the only traceable
source of dealer demand.

in public demand are rated in the mil-
lions. The aim of modern advertising
is to create, intensify and maintain one
thing— the demand of the millions.

That is why leading advertisers are
flocking to the columns of Liberty ... a
magazine unique in the weekly field that
offers four exclusive advantages
which cut advertising costs to
the consumer in the major way.

"LIBERTY Meets the Wife,
Too"

85% of all advertisable prod-
ucts are influenced by women in their sale.
Few advertisers today can afford to over'
look "the wife" in the costly weekly field.
4^' o of Liberty's readers are women.
Every issue appeals alike to men and
women because o{ Liberty's unique
policy o( editing to both. That means

Because they do, trademarks of goods a 100% reading in the home. Because

luly 14. 192b

ADVERTISING AND SELLING

Liberty appeals to the whole
family, its reading is multiplied.

"No Buried Ads"

Every ad in Liberty is printed
at or near the beginning of a
fiction or editorial feature.
That's due to a unique type
of makeup which no other
publication employs. Thinking men
don't ask, "Will my ad be read?" when
that ad is booked for Liberty.

Circulation
in

TtigBuying

Centers

Only

and newsdealer circulation of
more than 1,100,000 copies
every week. Liberty is not sent
to these readers wrapped up
— unlooked for. They buy it,
bring it home, read it of their
own will. That means a circula-
tion that is responsive because
it is 100% interested in Liberty.

Minimum Circulation Waste

78% of Liberty's
total circulation is in
the districts which
return 74% of the
total taxable in-
comes of the coun-
try, 48% of the total
motor car registra-
tion and in which

by far the great majority of advertised

products are sold.

99% Newsdealer Circulation

Liberty has a net paid, over-the-counter

For those reasons results
among the most remarkable in advertising
are being attained for scores of America's
leading advertisers.

Results that achieve a very substan'
tial reduction in inquiry costs. That
are multiplying dealer sales. That are
activating sales or-
ganizations, dor-
mant to costly cam-
paigns in less force-
ful publications, to
respond to a man,
almost overnight,
to advertising in this
amazing weekly.

99%

Jfewsdealer
Circulation

For those reasons, Liberty has become
an advertising sensation. Its rise is with-
out parallel in advertising or in pub-
lishing. If your problem is reaching the
consumer— find out what Liberty has
to offer you.

Have You Read LIBERTY'S Home Building Book— "One Little Innocent Article Started It" — Ask For It

c/f Weekly for the Whole Family
A net paid, over-the-counter and newsdealer circulation of more than
1,100,000 copies every week. Page rate, $3,000. Rate per page per
thousand, $2.72. The cost of LIBERTY is lower per thousand circulation
—back cover excepted— than any other publication in the weekly field.

ADVERTISING AND SELLING

July 14, 1926

Clear Eyes and the
Cream of Coverage

There is a vast difference
between quality circulation
and class circulation.

Class circulation, we
gather from common usage,
means the blue bloods, blue
stockings and the upper
Dun-and-Bradstreets.

Quality circulation means
the pace-setters, the live
ones everywhere. Cabots
and Clanceys. Senators and
sophomores alike.

The clear-eyed and for-
ward-looking. They know
no class; they are in all
classes, and the best adver-
tiser is he who seeks them

out and wins their favor.

* * *

When your advertisement
appears in The Dallas News

it reaches practically all of
the alert people in one of
America's best and most re-
sponsive markets.

Readers of The News are
the sort of people who influ-
ence, either deliberately or
unconsciously, the rest of
the people.

That's why The News is
equal to any advertising job
in the Dallas market — The
News alone.

Most national advertisers
know this. An overwhelm-
ing majority of them select
The News.

Both in national volume
and in gains this famous old
newspaper stands alone in
its field.

Dallas is the door to Texas
The Netvs is the key to Dallas

W$t ©alias; Jfflorntng J^etos

|T MOTEL

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beautifully furnished hotel -
accomodating 1034 Quests

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PROVE IT!
SHOW THE LETTER

if your salesman could show skeptical prospects the
nlal letters and orders received from satis-
fied cufltomei . ii would remove doubt and get the
order, Don'1 leave testimonial letters lying Idle
in your flies — give them to your men nnil Increase

v< ur sales thru theli u le

WriU fa samples and prices

AJAX PHOTO 1'KINT CO.. 31 W. Adims Sin

Only Denne in
Canadian AdveitiSt

1 § S^ i\ r-

XJf^^ if *0U cannot effectively place

v^ pco- :'--t JJ ('Mnadlan Advertising by merely

\^^it-rt-fct^/ consul ting a Newspaper Directory. You

need an Advertising Agency familiar

with "on the spot" conditions. Write.

TAJDEHNE C Company ltd J

Reford Bids. TORONTO.

Jpk 1F«JIS1LDSIK1E0J>

By Frederick A. Stokes Co., New
York.— "The Desk Reference Book," by
William Dana Orcutt. This is a re-
vised and enlarged edition of "The
Writer's Desk Book," a standard guide
to good usage in printing houses, news-
paper offices, large corporations, li-
braries and homes. It contains in-
formation on such matters as punctua-
tion, diction, capitalization and ab-
breviation, with chapters on copyright,
the making of an index, etc., which
would be of great value to any who
contemplate publishing a book. For
the man who writes anything at all,
this volume provides authoritative and
handy reference. Price, $1.50.

By Cecil Palmer, London. "First
Essays on Advertising," by J. Murray
Allison. A collection of essays on Brit-
ish advertising that appeared origin-
ally in an English publication. The au-
thor explains how modern advertising
could be utilized to solve many of the
industrial problems which have arisen
during the reconstruction period in his
country, and his well-written papers
should be of interest to any who intend
to study the English point of view and
conditions. There is a bibliographical
chapter of value to copy writers. Il-
lustrated. Price ten shillings and six
pence.

By B. C. Forbes Publishing Com-
pany, New York. "Assuring Business
Profits." By James H. Rand, Jr. This
is a book of equal interest and value
for the beginner who is looking for a
simplified exposition of the rules for
success in big business, and for the man
of experience who is seeking to add to
his fund of knowledge already acquired.
The author, one of the most successful
young business men in America, has
laid down a set of conservative rules
which may be applied to any business,
large or small. Price $2.50.

By A. W. Shaw Company, Chicago.
— "Advertising Copy; Principles and
Practice." By Lloyd D. Herrold,
M.B.A. The purpose of this volume is
"to try to impress upon students not
only the significance of the sales func-
tion of copy, but also to show them
the procedure through which a given
piece of copy and a series of adver-
tisements develop." The purpose of the
book is admirably served both by its
arrangement and its context. In ex-
pounding the principles of writing copy,
the emphasis is placed not on what has
been done but on how it was done. The
obvious advantages of this system are
enhanced by the illustrations which
show in detail the alterations actual
advertisements have undergone in the
process of construction. It is an ex-
cellent manual for any student of ad-
vertising. Price $6.

July 14, 1926

ADVERTISING AND SELLING

ILLUSTRATION BY COURTESY OF BLACK STARR & FROST

PEARLS, YOU KNOW,
COME IN STRINGS

Each individual pearl in the
duchess's necklace may be worth
a small fortune. But the pearl
wasn't picked solely because it
was a nice pearl. It had to fit in
with the rest in color, shape, tex-
ture, and size. It is just a beautiful
detail in an iridescent rope which
is finely graduated from the dia-
mond clasp at the nape of the

lady's lovely neck to the great iri-
descent globes of shining light
which repose so comfortably on
the lady's bosom. It takes a lot of
planning to make a good pearl
necklace.

Many advertisers — both large
and small — attempt to govern
their advertising investment by
picking over each advertisement
in a fierce determination to make
it perfect — ioo%.

There are not many perfect
ads, as a matter of fact, yet adver-
tising continues regularly to work
what the uninitiated often call "its
magic." The reason is simple: Good
advertising, like a string of pearls,
has continuity for its vital element.

And it is planned. It is going in a
definite, predetermined direction.
We welcome the supervision
of clients anxious to feel that their
advertising is working toward a
specific goal, and willing to trust
our professional skill in shaping
each individual advertisement
to that end.

CALKINS <*> HOLDEN, Inc.

147 PARK AVENUE ■ NEW YORK CITY

\l)\ KRTIS1NG AMI SELLING

July 14, 1926

ISPLAY advertis-

ing forms of Ad-

vertising

Selling

and

close ten days preceding
the date of issue.

Classified advertising
forms are held open un-
til the Saturday hefore
the publication date.

Thus, space reserva-
tions and copy for dis-
play advertisements to
appear in the July 28th
issue must reach us not
later than July 19th.
Classified advertise-
ments will be accepted
up to Saturday, July
24th.

How Shall We Break the
Retailers' Silence?

[continued from page 201

family. Having got that far, we are
willing to take our chances on selling
him a stock for his store."

This is often one of the surest ways
of getting the dealer to talk about your
product. Don't depend upon verbal
descriptions. Get him to become a
user. Remember that he, too, is a con-
sumer as well as a dealer. Where you
can convert him into an enthusiastic
user, you won't have to worry much
about whether or not he will pass the
good talk on to his customers.

"Well, what's new?" is probably one
of the questions most commonly put
to the salesman. Unconsciously, per-
haps, the dealer is looking for some
material to build into his own con-
versation with his customers. The
question suggests to the salesman the
need of providing news from time to
time.

Poor salesmanship, like poor adver-
tising, too often falls short of the oc-
casion by talking in terms of too gen-
eral a nature — falling back on those
limping old war horses, "quality,"
"purity," "best for the money," "finest
of its type," and so forth.

Something sharper is needed. Some-
thing more definite. Possibly some-
thing with a picture in it. Thus a
candy salesman got quite a lot of in-
terest from his trade by saying, "Do
you know how they get a cherry —
juice and all — inside of a chocolate
coating?" Few dealers did. They
were interested. It jazzed up cherry
cordials in their minds, perhaps for the
first time. And another candy sales-
man put an interesting picture in his
dealers' minds when he said, "I never
knew until the other day that one of
our men actually counts the number
of seeds in samples of the raspberries
that we buy. There's quite a little
variation in raspberries, and naturally
we want to use only those containing
the fewest seeds."

The salesman who wants to get his
trade talking about his product will do
well to study some of the specific lan-
guage used in advertising, contrasting
it with the loose generalities which
may get by but which are too com-
monplace to be widely used by dealers
in selling to their own customers.
Thus:

"The Purest Soap in the World" 08.
"Ivory Soap— 99 44 100% Puiv."

"An Absolutely Safe Investment" vs.
"37 years without loss to a single in-
vestor."

"A remarkable lubricating oil" vs.
"Mobiloil is recommended bv more au-

tomotive manufacturers than any three
other oils combined."

A few months ago, while riding be-
tween Hartford and New York in the
diner, I got into conversation with a
salesman. Finally I asked this man
his line. He replied, "Food." We were
near the end of our meal. He folded
up a menu and slipped it into his
pocket. "I save menus," he confessed.
"I find them very useful at times in
my bisiness."

Then it came out that he sold cigars
to club stewards. The stewards were
more interested in food than in cigars.
They had to make up menus every day
and it was a job. They wanted to in-
troduce novelties from time to time and
that was a job too. This salesman col-
lected menus from clubs throughout his
territory. He thus equipped himself
to help stewards with their most press-
ing problem. I need hardly add that
he was a successful cigar salesman in
consequence, and that the stewards
would go out of their way to talk about
his cigar to the club members. So
completely had the salesman lost him-
self in the stewards' food problem that
he thought of himself as a "food"
salesman rather than a cigar salesman.

This is the well-known indirect
method of warfare. The salesman
knows something apart from his line
which is of such interest to the dealer,
or so helpful, that he feels obligated
to say a kind word for our hero's
product when the chance occurs.

For this reason many manufac-
turers are training their men to be
more helpful general business counsel-
ors to the retailers on whom they call.
The ideal salesman talks a great deal
about methods of disposing of the
stock when it is once in. He may
even have to work up schemes of help-
ing the retailer to sell out quickly a
stock of competitive goods in order to
make room for his own line.

The salesman may be given clippings
or reprints of business paper articles
which will help the retailer, these deal-
ing with such subjects as stock ar-
rangement, cost finding methods, win-
dow displays, and similar matters.
Through his advertising agency, one
manufacturer had worked up a graphic
folder dealing with the basic problems
among retailers in that particular
line. This material shows in a strik-
ing way the four main reasons why
the average merchant's earnings were
no1 what they ought to be:

Profit Leak No. 1 — Too many items.

Profit Leak No. 2 — Dead items.

July 14, 1926

ADVERTISING AND SELLING

«P

he National Outdoor Advertising Bureau, an
organization of some 225 advertising agencies,
was established for the purpose of enabling adver-
tisers to place their Outdoor Advertising through
the agency which handles their advertising in other
media.

Outdoor Advertising, thus handled, becomes an
integral part of the campaign, insuring effective
coordination of all the media used.

Any advertising agency which is a member of the
National Outdoor Advertising Bureau will gladly
furnish authentic and up-to-date information regard-
ing Outdoor Advertising.

National Outdoor Advertising Bureau

Jin Organization Providing a Complete Service' in Outdoor Advertising through Advertising Agencies
1 Park Avenue.NewYork General Motors Building. Detroit 14 East Jackson Boulevard, Chicago

ADVERTISING AND SELLING

July It, 1926

eaftue Nf

®&\*y

t&-etv

■swaw

,.H **v __ ;....»-- ^m^tf.*"

■\"W«e»' H

^oSeUJtoforearsn^doeralls

IN every community, there are men who lead and men who
follow. In "The New York City Milkshed," the dairymen
who lead are almost without exception members of the
Dairymen's League and subscribers to the paper which they own
and control.

These are the men who have organized and financed the huge
cooperative dairy organization which supplies the largest milk
market in the country. They are men of courage and conviction,
active farmers milking an average of 16 cows each.

Easily Identified — Easily Visualized

The readers of the Dairymen's League News form a very defi-
nite group united by a common interest — cooperative marketing.
They are compressed within the limits of a clearly defined and ac-
cessible territory — "The New York City Milk Shed."

Similar in habits, customs and income, this group can be
easily visualized for a strong appeal. Put your sales message be-
fore them in the columns of their own paper.

A request will bring you Sample Copy and Rate Card

Dairy farms of this
area supply New
York City with
fluid milk.

'The
Dairy ;
Paper

of the

New York City
Milk Shed"

Dairymens
News

Nl-\v York
1 20 WeM 42nd Strict

W. rV. Schreycr, Bus. Mgr.
Phone Wisconsin 60H1

Chicatto

10 S. La Salic Street

John D. Ross

Phone St.nc K.^:

Profit Leak No. 3 — Wrong brands dis-
played. Right ones out of sight.

Profit Leak No. 4 — Faulty buying.
20 per cent of the items did 80 per
cent of the business. 6 lines did 75 per
cent of the business.

Under each "Profit Leak" was a
brief discussion together with graphs
which no dealer could argue down. The
discussion of these problems, of course,
paved the way for a sales talk on the
line to be sold. The point here, how-
ever, is that genuine help of this na-
ture not only gets orders but also puts
the dealer in the best possible frame
of mind to talk the goods. The sales-
man really helped him. Such a sales-
man may help him some more. The
dealer wants to see him again.

The attempt to get a dealer to talk
your product is a selfish objective. The
selfishness must not show. Better
still, get the endeavor out of the realm
of selfishness. Only then can it be
really successful. As usual, it is a
matter of putting one's self in the
other man's place and then supplying
the kind of material which the dealer
can put to work easily and which can
be passed on easily to the clerks in
his store.

Is There a Saturation
Point in Advertising?

[continued from pagh 21]

Advertising, of course, will never
cease to function in civilized society —
as an economically good adjunct to the
distribution of goods. It will, however,
undergo many a "sea change" from its
present status. It is safe to predict
that advertising twenty years hence
will be a radically different instrument
for sales acceleration from the one
we know today. The bluntnees will
wear off. The cutting edge will be
thinner, of better steel, and much
sharper. Some of the grab-bag diver-
sions and wind-mill tiltings which ad-
vertising Croesuses have permitted
themselves in the past are due to come
to an end.

In that inevitable day the relentless
law of efficiency will bear down harder
on all men who stand behind the busi-
ness end of advertising. The penalty
of mediocre work will be ruinous, the
premium on the expert will be accent-
uated many fold.

The inventive resourcefulness of ad-
vertising men is going to be severely
taxed to mitigate the competition which
advertising has set up for itself.

The time was when the man with the
courage to advertise was a luminary in
himself. He stood out, silhouetted on
a pinnacle. Competition gaped, and the
public bought. But the big rewards of
advertising, the big unearned incre-
ments to outstanding pioneers are
largely past. Advertising is the order
of the day now — and the exception is
the man who does not use it.

What, then, lies before the advertis-
ers who are to retain their grip in the

July 14, 1926

ADVERTISING AND SELLING

The Lillibridge Viewpoint

Number Three

Issued by Ray D. Lillibridge Incorporated

New York

Victor Godfroi, Practical Builder

Forbes Robertson, in his book, A Player
Under Three Reigns, tells how Victor God-
froi solved the problem of building a new
church when he became Cure of Notre Dame
de Bonsecours.

It seems that the original very modest chapel
of Bonsecours had been for many generations a
celebrated place of pilgrimage. When Victor
Godfroi was installed Cure, he at once decided
to build a shrine worthy of this renowned spot.
The parishioners protested on the ground that
he might never be able to complete the structure
— that their sacred chapel would be gone, leav-
ing possibly a half-finished church in its place.
But the Cure was not to be thwarted. He started
raising the walls of the new Gothic church round
the little chapel, and when the roof was on he
then pulled down the old building and drew it
bit by bit through the west door.

We are reminded of this every once in a while
when we see some ambitious manufacturer ruth-
lesslytearing down a profitable little business of
local proportions in the fever of building a grand
business on a national scale. More than one half-
finished structure of this kind, abandoned for
lack of capital to complete it, is to be seen along
the business highway. Businesses that would
have survived had they had a Victor Godfroi
to show them how to build around their little
business without disturbing it, until one day
they could draw it bit by bit through the west
door of a great national business.

Henry eckhardt of our organization wrote
a short time since on "The Immeasurables
of Advertising." His article is a rapid-fire of
stimulating slants on "results." A copy gratis on
request.

Measuring Desire

If you have read Willa Cather's "The Profes-
sor's House" you will remember reading
this on page 29: "A man can do anything
if he wishes to enough. Desire is creation, is the
magical element in that process. If there were
an instrument by which to measure desire, one
could foretell achievement."

This probably explains the gratifying success
of our "Objective Method" of planning a mar-
keting program. We are so insistent in setting
an "objective" (which is nothing more nor less
than the crystallizing of a client's attainable
desire and measuring it for him) that achieve-
ment comes along as a natural result of the
ideas and messages created as an expression of
that desire.

If you have a curiosity to know more about
this "Objective Method" of marketing, we
have a bulletin which tells about it, and which
we shall be pleased to send you.

Blue Hills Far Away

Though we write the rest of the copy for
our client, Chase Companies, Inc., we do
not write the amusing little advertisements that
appear daily in the metal trade papers. A Direc-
tor of the Chase Companies writes them— because
he loves to write this kind of stuff, and can, we
think, do it better than anyone in our office, or
in America for that matter. Nor does our Art
Department draw the cartoons. F. G. Cooper
does that — because he loves to illustrate copy
like this with his whimsical pictures, and, we
think, can do that better than anyone else in
America.

The only credit we take for this campaign is
that we had sense enough to see its possibilities
in the first place, we hurried to bring the copy

XDYERTISING AND SELLING

July It. 1926

well, look
at our text

why the hills look blue

The Hills look blue because they are
a long way off, and because the sun's
rays strike small particles of dust and
other things in the air and reflect back
to your eyes the blue color.

Business looks blue sometimes for
the same reasons, because it seems a
long way off and there are lots of little
things in the way.

However, the Chinese say, "The
journey of a thousand miles begins
with but a single step."

Advertising is a pretty good step.

Chase Brass

CHASE COMPANIES, Inc., Watcrbury, Connecticut

OFFICES: Boston NeuYork Newark Philadelphia

Atlanta Rochester Pittsburgh Cleveland Chicago

St. Louis Denver San Francisco Los Angeles

writer and artist together, and we added such
enthusiasm as to get the campaign started.
A booklet in which 28 of these cartoon ads are
reproduced will be sent on request. (Even to
competitors!) Meanwhile, we reproduce above
one of the current advertisements of this series.
Was ever a better advertisement written for
advertising?

Bread-and- Buttery Little Things

Mr. Claflin," asked a youngman of the
great New Yorkmerchant, H.B.Claflin,
"can you, in one word, give me the key to suc-
cessful business?"

And the merchant prince answered prompt-
ly, "Yes — thoroughness."

To our mind, "thoroughness" is likely to be
at the bottom of most every advertising and
sales success. Which explains our insistance on
Follow-through in all of our work for our clients.

Of what avail to arouse the public by forceful
advertising, if you do not turn that arousing to
sales account by doing those simple, bread-and-
buttery little things, often to uninspiring as to
be beneath the dignity of an advertising agen-
cy, that will turn interest into inquiries, and
inquiries into the wherewithal to discount those
bills on the 10th and meet Saturday's pay-roll
and the note due next Friday — and leave a lit-
tle over to be applied to the dividend account?

We have a bulletin that further explains our
ideas on Follow-through that we'll be glad to
mail any executive.

Vacation Announcement

IT was ten years ago that we inaugurated the
system, now happily becoming quite common,
of closing up shop completely for two weeks in
August instead ot vacationing "piecemeal" all
summer long. We are doing it again this year.
From August 1 5 to 29, everybody will be away
with the exception of a switchboard operator. All
the rest of the summer we will be running full
blast, cooled by Wagner Fans* and refreshed by
Served "coldery."

t Another client

RAY D. LI LLI BRIDGE INCORPORATED

\Advertisi?ig

NO. 8 WEST 4OTH STREET, NEW YORK

TELEPHONE LONGACRE 4OOO

Establiihed in 1899

8-6151-)

July 14, 1926

ADVERTISING AND SELLING

teeth of this hard gale of advertising?

Some of them, certainly, will be able
to discover and apply new appeals or
even new uses for their products, as is
suggested by the accomplishments of
the yeast people, the brewers, and the
mustard makers (who have lowered
their appeal from the palate to the
feet).

Some of them are fated to become
advertisers in comparatively virgin
fields where the public patience is not
ready to cry "stop." These will match
and extend such pioneering as is sug-
gested by the example of public utili-
ties, colleges, florists, engineers.

Others who have so far merely
scratched the surface, and therefore
not outworn their welcome with the
reader, will be permitted to emerge
and have their say. Into this group
will fall such as insurance companies
(which have to my mind a rosy future
in advertising results), banks, steel
makers, undertakers and monument
people.

OTHERS will enjoy special dispen-
sation because their products are
designed to replace antiquated ones.
I think of refrigeration, heating out-
fits, radios, improved pencils, tractors,
electric heating pads, ironers, and per-
colators. In no far distant day the in-
ferior predecessors of these will be as
obsolete as the woman who uses hair-
pins or bakes her own bread.

Others will enjoy an unusual ad-
vertising response because their pro-
ducts change with the vagaries of style
and hence possess a perenially novel
appeal. This has already happened to
the producers of such commodities as
bassinettes, wrist watches, galoshes,
enclosed cars, and furniture.

These sketchy cases are, to be sure,
the exceptions. The average adver-
tiser will be constrained to worry
along, saturation or no saturation. He
say be secure for a time in the consola-
tion that no such thing as a "satura-
tion point" has yet appeared in our
midst. But he will nevertheless toy
with the idea on rainy evenings after
the baby is asleep.

The temptation to close these ram-
blings with a prophetic stab in the
dark is too great to resist.

We might venture the view, I sup-
pose, that saturation will confront us
when every advertiser in a given field
spends the same effective percentage
of his business volume in advertising.
Yet not even then would saturation be
assured. There would always be some-
one willing to spend more on a chance
of greater volume.

Perhaps it would be more logical to
say that this questionable millenium
Will arrive when the backers of adver-
tising media no longer make money by
accepting additional advertising — in
short, when we no longer have any
place in which to put more advertising.

Against the day when it does arrive,
the advertising man is not to look for-
ward to a chance to "loaf and invite his
soul" — he will have to dig in and "show
the world" all over again.

ADVERTISING
MANAGER

The man we want is versatile.
His sales letters will bring
home the bacon. He will
create unusual folders and
booklets. He will edit our
house organ.

Above all:

He will originate start-
ling selling schemes and
work hand-in-hand with
the sales department.

Firm established over twenty
years. Located in pleasant
town forty-five miles from
New York City. Permanent
position and excellent oppor-
tunity for producer.

Box No. 404

Advertising & Selling

9 E. 38th St., New York City

S& STANDARD
ADVERTISING

Gives You This Service :

1. 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 1500 advertising agen-
cies, their personnel and
accounts of 600 leading
agencies.

4. The Geographical Index,
National advertisers ar-
ranged by cities and
states.

5. Special Bulletins. Latest
campaign news, etc.

6. Service Bureau. Other in-
formation by mail and
telegraph.

Write or Phone

National Register Publishing Co., Inc.

R. W. Ferrel, Mgr.
15 Moore St. New York City

Tel. Bowling Green 7966

Are you
looking for
an employee?

If so, turn to page
75 on which The
Market Place ap-
pears. There you
will find the adver-
tisements of several
advertising m e n
looking for good
connections. Per-
haps one will just
suit your require-
ments.

TESTIMONIALS

Speaking of testimonials here's one we appreciate
"/ don't see how you do it. Our photostats are back
almost before we realize the letters have been turned
over to you. Real service."

Let us prove that for you. You want photostats when
you want 'em. We get them to you.

Commerce Photo-Print Corporation

80 Maiden Lane New York City

CATCH THE EYE!

Liven your house organs, bulle-
tins, folders, cards, etc., with eye-
gripping cuts — get artwork at
cost of plates alone. Send 10c
today for Selling Aid plans for
increasing sales, with Proof Port-
folio of advertising cuts.

Selling Aid, 808 S. Wabash Ave.,
Chicago

Folded Edge Uuckine and Fibre Signs

Cloth and Paraffine Signs

Lithographed Outdoor and Indoor

Displays

THE JOHN IGELSTROEM COMPANY

Massillon, Ohio Good Salesmen Wanted

M®>wa$m

Be sure to send both your old and your new ad-
dress one week before date of issue with which
the change is to take effect.

ADVERTISING AND SELLING

July 14, 1926

THE OPEN FORUM

WHEREIN INDIVIDUAL VIEWS
ARE FRANKLY EXPRESSED

^3aME?itf

, -^ V ~

-i53Efi7'

No More Parades?

THREE of us — two copywriters and
a layout man — stood on the crowded
curb at Philadelphia and watched the
convention parade.

As it filed by we hastily snatched off
our badges. We hid them in our pock-
ets. We assured the interested old lady
beside us that we were jobbers of
Christmas tree ornaments and rubber
footwear. And we wished we were!

Some of us like to think we are part
of a sound, civilized business ... a
business that is on its way to take a
place among the professions. Then our
quiet pride in its increasing dignity is
given a lusty kick in the pants. A pa-
rade is put on to show the whole world
that the "ad game" is still the glorified
county seat of hokum.

There were floats, many and elabo-
rate. We do not question the spirit of
the manufacturers who entered them.
We do question the judgment of the
people who conceived the idea. For
there is a great deal of blithering and
blatting about irregular mediums that
are parasitic upon advertising appro-
priations, and if a parade float is a le-
gitimate advertising medium, so is your
old man!

Rather pitiful, perverted publicity
coupled with slightly rancid showman-
ship. That's what the parade was
until the Mummers came along. The
glorious, vulgar, prancing, playing
Mummers. The only part of the pa-
rade, barring the soldiers and sailors,
that did not cheapen the advertising-
business.

Honest hearts may have prompted
this parade, but poor taste ruled it. It
wasn't necessary. It wasn't helpful. It
helped lower the tone of. the convention
to that of a volunteer firemen's field
day.

When even Ringling Brothers no
longer have a parade, it does seem that
the Advertising Clubs of the World
should be able to lift themselves out of
the dog-and-pony show class.

Neal Alan,
Philadelphia, Pa.

What Ails Radio?

IS not the present state of affairs in
the radio industry the logical out-
come of a policy which puts the seller
first and the consumer last?

In Great Britain one hears many
complaints about their broadcasting
t. it ions but everyone in a position to
returned Americans and Cana-
dians—assures us that the British get
loth better concerts and better results

over a cheap set than can be obtained
over the vastly more expensive sets on
this side of the water.

As a result the number of licenses
issued increased by over 500,000 during
1925, and on Jan. 1, 1926, over 1,800,-
000 British fans held licenses. British
authorities complain that only a pro-
portion of actual owners take out li-
censes (in Canada the number of li-
censes to set is roughly one to five),
but even assuming that' every fan is
within the law, the ratio of licenses to
homes is five to one or exactly the esti-
mated number of sets to homes in the
United States.

British radio manufacturers have de-
voted greater efforts to improving the
service than to selling their products.
Their advertising has developed steadily
rather than in seasonal rushes, and
both the home and export trade appear
to be in a much more satisfactory con-
dition than on this continent.

Advertising without good roads
would never have sold automobiles to
rural dwellers. Good advertising and
good roads combined could never have
sold high priced cars in such quantities
as Henry Ford sold good low priced
cars.

Given good broadcasting and good
low priced radio sets, good advertising
will create a large volume of business
for those radio makers who use it.

Val Fisher, Principal,

Canadian Business Research Bureau,
Toronto

"The Public Is the Only
Gainer"

A SHORT article which appeared in
Helpful Hints, a diminutive house
organ which I edit for the L. E. Water-
man Company, happens to have been
widely noticed, quoted and com-
mented on.

The article was about price-cutting.
One paragraph, describing a price-
cutting combat between two retailers,
ran thus:

The aftermath of such wars is always
the same. Both sides have to stop some-
where Thai Bomewhere is a point far be-
low i deep in the rod ink. The public

is the only gainer.

Joseph A. Richards, in Advertising
and Selling for June 16, takes the
above paragraph and, using it as a
text rather than a target, propounds
the query whether the public really is
a gainer in such cases. He feels that
the public is not always, and not often,
the gainer when the price of standard
merchandise is cut. Mr. Richards
takes the broad position that if there

is enough of such price-cutting the
goods themselves are discredited, the
makers are tempted to sophisticate the
quality and the trade as a whole is
demoralized; so that in the end the
public loses.

He very rightly believes that the
manufacturer of a good product, de-
spite the fact that his motive is merely
self-seeking, is a benefactor of the pub-
lic in placing before it a commodity
which the public wants so much that it
willingly exchanges hard-earned dol-
lars for it.

However, there are two sides to price-
cutting. There is the long-distance
aspect: Will or can this cut price work
through unexpected chains of cause
and effect to an end detrimental years
hence? And there is the immediate
aspect: If John Smith, through the
wild rivalry of two merchants, buys
a $4 article for $2, is he or is he not
$2 ahead?

He is.

John Smith is more conscious of the
two dollars than he is of logical filia-
tions that will some day move him to
tears that he ever encouraged a trade
war.

And when I say John Smith I mean,
of course, large numbers of people, a
mass of purchasers.

You can call this mass "the public";
if you do, you incline to the statesman-
like conception that deep price cuts
harm everybody sooner or later.

You can call this mass merely so
many purchasers; if you do, the pic-
ture of each individual gaining $2 is
vivid and you are less likely to augur
disaster.

Had the article said that "the
purchasers are the gainers" perhaps
the meaning would have been clearer.
Price wars are windfalls for the lucky
few or many who visit the counter.

Whether these flurries in merchan-
dising that are called price wars react
at length against the general welfare
is not so certain.

It is certain that whether the public
gained or not, the price-cutting mer-
chants did not. They lost. They need
not have done so. An overstocked
dealer has many ways to move goods
without sacrificing profit. One way is
advertising.

Our little article pointed out, also,
that the mere moving of merchandise
across a counter, by selling below cost,
is a joke. Anybody can do it. It is
akin to giving. Price-cutting turns
business into a child's game. Seldom
is there real excuse for it.

Edmond A. Townley,
New York City

July 14, 1926 ADVERTISING AND SELLING

G>liejeflumor

%uth ^Kas a RsJay of Setting
R&hat 8t cWants

THE old saying— "Youth Will be Served"
—is truer today than it ever was before.
Youth is being served far better than ever
before.

Youth likes to spend money and buys quick-
ly. Youth is the best salesman in the world;
Youth will sell your products to the person
who controls the purse-strings.

College Humor with its verve and snap
and humor and sentiment appeals strongly
to youth.

And where youth and money are combined
sales resistance is low.

There's a lot more to tell you about College
Humor and its readily responsive quality
market. A survey of the readership has just
been completed and will be sent to you upon
request.
^ «*f

PRINT ORDER-OCTOBER ISSUE 500 000

* ■ : — <*

G>liejeHtimor

B. F. Provandie, Advertising Director

1050 NORTH LA SALLE ST.

CHICAGO

Scott H. Bowen, Extern Manager Gordon Simpson, Representatxve

250 Park Avenue. NEW YORk Chapman Bldg., LOS ANGELES. CAL.

\I>YERTISING AND SELLING

July 14, 1926

(HALFONTE-fJADDON ^ALL

ATLANTIC CITY

Spring and Summer

Outdoors:

SEA BATHING

BOARDWALK

ACTIVITIES

GOLF

TENNIS

YACHTING

FISHING
AVIATION

Due to their wonderful location, their per-
sonal attention to guests, all the most
modern material comforts, and their sincere
atmosphere of friendly hospitality — these
two delightful hotels have long enjoyed a
most unusual patronage, nationwide in extent.

American plan only. Al-ways open.
Illustrated folder and rates on request.

LEEDS and LIPP1NCOTT
COMPANY

On the Beach and Boardwalk. In very
center of things

"Dual-Trio" Radio Concerts, Tuesday
evenings. Tune m IVPG at g

Unbiased
Research

Be Busplclous ol research material — look
for the ''km. So much research that Is offered
today ha* an "axe" hidden Ln It,

The i' I Mi) thing to sell besides

competent research; it has rmt a solitary Interest
In "pioring" anything. We are oi anlzed t"
get at the trutti, whatt > • <

Resident field service In 220 cities; Industry
;i\.\ read] compiled on 387 Industries, and on
■ivcr 1 50 merchandising problems and methods.
Write for details

THE BUSINESS BOURSE

15 West 37th Si. New York Cilv

Tel.: Wisconsin 5067
In London, represented by Business Research Ser-
vice. Aldwych House. Strand

Your Consumer Campaign
•with Trade Publicity

farjample (bfiies addrtst.-
KNIT GOODS PUBLISHING CORP.

95 Worth ftrtrt Ntv York City

fvii^iilwignilBllintllltmTtHllirunHimiiiTTTmnrwuTiiiu.riinnnmnv'i'>i»nmiiH*Tinm

House to House

Selling

ITere's on organization Of direct Balling; sperlulisls, ser-

■ i tho most successful tlnns In the field
our long experience and accumulated knowli
"Straight Line Marketing" will be raluaJble to you
a tboul youi plana to ■ ■ ; ,,} Unant. THE

MARX-FLARSHEIM CO. Roekawny Blda . Cincinnati

Is Cooperative Adver-
tising Here to Stav ?

[CONTINUED FROM PAGE 27 1

hereafter will be charged to those par-
ticipating and not to the nature of the
undertaking. Since we believe co-
operative advertising is here to stay,
let us build a composite plan for suc-
cessful efforts, that it shall not perish
from the orb of modern advertising,
or cease to be an effective means of
accomplishing collectively valuable
missionary or educational advertising
which no one advertiser or contributor
could afford to do, or should do. Since
lack of, or withdrawal of, financial
support has stopped or retarded re-
sults of many campaigns, how should
the money be raised to insure con-
tinuity of support?

FUNDS for a majority of the suc-
cessful campaigns have been raised
in one of two ways. Either there has
been a tax on the unit of production
or on the amount of sales. Both
methods seem to work fairly satisfac-
torily although they are not entirely
free from objections. Continuous sup-
port should be pledged for not less
than five years.

Experience has taught that it is
more satisfactory to work on some
preceding year than to attempt to
finance the campaign on the current
production or sales. The funds should
be known far in advance for a cam-
paign to be planned to the best advan-
tage. Payments can be arranged in
quarterly, or twelve equal, advance
installments, and contributors should
know what it will cost so they can plan
their own finances.

To overcome any objection that as-
sessments divulge the amount of busi-
ness of members to competitors, con-
tributions can be sent direct to the
association bank and credited to the
advertising fund. Then the bank re-
ports to the treasurer only the gross
amount received. To overcome objec-
tions of low funds if the previous year
was bad, the best previous year could
be taken or the same good year used
again until the current year piled up a
record ahead of the base year selected.

In order that the entire industry or
trade may help, additional plans of
payment may obtain. Not only can
manufacturers or producers contribute
in proportion to sales, but distributors,
dealers, local contractors and salesmen
can be given opportunity to participate
in bearing the expense of promotional
work.

The well-established principle of tax-
ation should be employed in most cases;
namely, that each contribute according
to his ability. Where applied, that
principle seems to work. Each benefits
according to his contribution. Of
course, that is not always true. Some-
times the dominant firm of an industry
would profit less in proportion by the
cooperative campaign than some of the
lesser members. Such a firm must

'D\(ew

DELINEATOR

he true Story of a
Nlan who had a
New Body built
for his old Fierce-
Arrow chassis * *

JIt was not a question of money. This man spent
$4,800 for a new custom-built body on a Pierce-
Arrow chassis that he had run for years.

Here is what he said:

"Although I have owned many machines of differ-
ent makes, this car has always taken me where I
wanted to go and brought me back again.

"It has gone only 45,000 miles and is good for
250,000 more by putting a new body on it.

"I now have all that is possible in appearance
and I am on a chassis that I know is good."

The above story — a true one — fits aptly the new
Delineator. This man's wife should be a subscriber
and probably will be; a woman who is thoroughly
modern but who values deeply things or institutions
of proved excellence.

There is no publication in the world with finer
traditions than The Delineator for usefulness to
women throughout the civilized globe.

No part of this sound basis of worth will be sac-
rificed when, on November first, The Delineator
and The Designer are combined in one magazine
to be known as Delineator.

The chassis — if you will — that through the years
millions of women have proved reliable, will be kept.
On it is being built the finest body that modern
taste can construct.

Delineator will be new in appearance, new in its
interpretation of service, but old in the integrity of
its intent to serve and its knowledge of how to
make itself indispensable to the women of its time.

The price of the new Delineator will be raised
to 25 cents a copy.

The circulation, from the November issue, will be
guaranteed at 1,250,000.

As the present combined circulation of Delineator
and Designer is 1,700,000, guaranteed, it is apparent
that for some time to come the advertiser will be re-
ceiving several hundred thousand excess circulation.

The new Delineator appears the first day of
November and closes September 1.

THE BUTTERICK PUBLISHING COMPANY

S. R. LATSHAW, President

*■*

f^X.

July 14, 1926

ADVERTISING AND SELLING

figure the total above their own con-
tribution as just that much added ad-
vertising bought at a bargain. For
example, for the price to the fund of
one page of Saturday Evening Post
advertising a paint company secui'es
an added message thirteen times in
that very medium by the Save-the-Sur-
face Campaign, besides all of the
other advertising activities the cam-
paign committee is carrying on. A
"pretty good buy!"

Thus, to begin with, there is the
necessary factor of financial coopera-
tion. Unless every member contributes
in proportion to the value that he will
receive, and unless he contributes in
proportion to his position in the indus-
try, the campaign will not run smooth-
ly. Having the money, how is the best
way to spend it to register results?

The group of contributors must
sit together and analyze the entire
potential market that they are trying
to reach — where it is, how much and —
if seasonal — when they are selling, how
much more they can sell, their pro-
ductive capacity, good will already ex-
isting, sales force, distribution, dealer
relation, etc. In short, they must de-
cide what they want to do in advertis-
ing. Having done this and determined
how much money they have to spend,
they must choose advertising media
with relation to their plan of action,
the market they hope to reach and the
dealer prestige of various publications.
The battle is ready to begin. With
proper funds, a real objective and or-
ganization to carry on the campaign,
what basic plans seem to be most suc-
cessful or suggestive of composite ideas
to use?

WITH a small appropriation only
basic media can be used. In build-
ing materials, for example, one could
use Sweet's Architectural Catalogue,
one or more architectural papers, a
builder's paper, constructive direct-by-
mail informative literature to these
and other important specifiers and
users on a cooperative basis to supply
local dealers and distributors with
direct-by-mail and newspaper cuts. A
staggered campaign in House and Gar-
den, House Beautiful, Country Life
and Better Homes and Gardens might
be included if funds permitted.

With larger appropriation in addi-
tion to this basic plan, consumer or
general publications and women's
magazines might be used with offers to
local interests to supplement such ad-
vertising with newspaper copy, offering
to pay half of the cost. With such
large appropriations it is possible to
amplify architectural and other ap-
peals by using more of the media
serving respective divisions of indus-
trial and technical readers, who are
potential buyers or specifiers of the
product or service.

Before coming to any conclusion re-
garding the choice of media, it is well
to investigate thoroughly the coverage
with relation to the market which is
being soueht

A commanding lead in archi-
tect and engineer subscribers.
These are the latest figures!

The Architectural Record 6,635

The second journal 5,147
The third journal 4,660
The fourth journal 4,513
The fifth journal 4,186

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 December, 1925 — 11,537)

ne Architectural Record

119 West Fortieth Street, New York, N. Y.

Firm

Foundation

A FIRM foundation on
which to build your sales
success in the oil indus-
try is offered in Oil Trade.
Yours will be no castles set
on shifting sands, for Oil
Trade is deep rooted in the
appreciation of the big men of
the industry, the men who in-
fluence the buying.

Send for our booklet

"More Business from

the Oil Industry."

Oil Trad©

Including Oil Trade Journal and Oil News

350 Madison Ave., New York
Chicago Tulsa Los Angeles

Publishers of Fuel Oil

Slumping— UP!

July Oral Hygiene carried
a great deal more advertis-
ing than any other July
issue in the paper's 16-year
history.

Reason: space
increases by old
advertisers.

ORAL HYGIENE

Every dentist every month

1116 Wolfendale Street, N. S.

PITTSBURGH, PA.

CHICAGO: W. B. Conant, Peoples Gas Bldg.,

Harrison 8448
NEW YORK: Stuart M. Stanley. 53 Park Place.

Barclay 8547
ST. LOUIS: A. IX McKinney, Syndicate Trust

Bldg., Olive 43
SAN FRANCISCO: Roger A. Johnstone, 155

Montgomery St., Kearny 8086

ADVERTISING AND SELLING

July 14, 1926

Telephone line over the Rocky Mountains

-' •■ ■- ■,

- .1 •♦ "-•' .

■ J» 'if* .'«

-ff-:.-;= ,^-

s .

» ' c

— —
v.:

7/^ Builders of the Telephone

Spanning the country, under rivers, across
prairies and over mountain ranges, the telephone
builders have carried the electric wires of their
communication network. Half a century ago
the nation's telephone plant was a few hundred
feet of wire and two crude instruments. The only
builder was Thomas A. Watson, Dr. Bell's
assistant.

It was a small beginning, but the work then
started will never cease. In 50 years many mil-
lion miles of wire have been strung, many mil-
lion telephones have been installed, and all over
the country are buildings with switchboards and
the complicated apparatus for connecting each
telephone with any other. The telephone's
builders have been many and their lives have
been rich in romantic adventure and unselfish
devotion to the service.

Telephone builders are still extending and re-
building the telephone plant. A million dollars a
day are being expended in the Bell System in
construction work to provide for the nation's
growing needs.

American Telephone and Telegraph Company
and Associated Companies

BELL

SYSTEM

IN ITS SEMI-CENTENNIAL YEAR THE BELL SYSTEM LOOKS FOR-
WARD TO CONTINUED PROGRESS IN TELEPHONE COMMUNICATION

Bakers Weekly ^%-Xl\^y

NEW YORK OFFICE — 45 Weit 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-
sis data.

LUMBERMEN

offer power plant equipment and
mill accessory firms; huildingma-
terial and truck manufacturers a
big sales field. Kor surveys ask

Est. 1873 " CHICAGO, ILL.

The Advertising Club of Balti-
more Holds Elections

The following: officials were elected at
a recent meeting of Advertising Club of
Baltimore: President, E. Lester Mul-
ler; vice-president, R. E. Stapleton;
secretary-treasurer, X. M. Parrott;
counsel, Walter V. Harrison. Those
elected to the board of governors were:
Howard H. Cone, E. Lyell Gunts (3-
year term) ; and G. Alfred Peters, Jr.,
C. R. Wattenscheidt, D. Stuart Webb,
S. L. Hammerman, Peyton B. Strobel,
David Lampe, C. H. Kroneberger, Her-
man Gamse, William A. Albaugh, H. J.
Moehlman, LeRoy R. Hatter, John
Elmer (1-year term).

Annual Elections Held by Chi-
cago Advertising Council

The Chicago Advertising Council an-
nounces the election of the following
officials: President, Homer J. Buckley
(re-elected); first vice-president, G. R.
Schauffer; second vice-president, Stan-
ley Clague.

Public Utilities Advertising

Association Elects Officers

During a recent meeting in Phila-
delphia, the Public Utilities Advertis-
ing Association chose the following
new officers: President, Frank L.
Blanchard, Henry L. Doherty Com-
pany; first vice-president, George F.
Oxley, National Electric Light Associ-
ation; second vice-president, Hal. M.
Lytle, Chicago Rapid Transit Com-
pany; secretary, Henry Obermeyer,
Consolidated Gas Company of New
York; treasurer, Charles W. Person,
American Gas Association.

Philadelphia Club of Advertis-
ing Women Elects

At the annual election of officers held
recently by the Philadelphia Club of
Advertising Women the following offi-
cials were chosen : President, Mrs.
Ellen S. Patten (re-elected) ; vice-presi-
dent, Miss Florence M. Dart; treasurer,
Mrs. B. Ewing Kempff. recording sec-
retary, Miss Mary J. Denton; corre-
sponding secretary. Miss Clare V. Fey.

American Golf Association of

Advertising Interests Changes

Its Name

At the conclusion of the annual tour-
nament of the American Golf Associa-
tion of Advertising Interests, held at
Cooperstown, N. Y., it was decided to
change the name of the association, be-
cause of its unwieldly nature, to the
Summer Advertising Golf Association.
The following were elected officers for
1926-27: President, H. H. Proskey,
New York; first vice-president, Joseph
Lynch, Chicago; second vice-president,
Nelson Peabody, Boston; secretary-
treasurer, Eugene Kelley, New York.

July 14, 1126 ADVERTISING AND SELLING

The Newspaper Situation
In Buffalo Has Changed!

Present Circulation of Buffalo Evening Times

115,000

over

Present Circulation of Buffalo Sunday Times

over

135,000

BUFFALO TIMES

NORMAN E, MACK, Editor and Publisher

VERREE & CONKLIN, INC., National Representatives
NEW YORK DETROIT CHICAGO SAN FRANCISCO

Til

ADVERTISING AND SELLING

July 14, 1926

Canned
Experience

Buy

your

books

the
Budget

Plan

You
pay
for
your
books

in
small
monthly
pay-
ments
Prices

the

same

for

cash

That old saying about experience
brine the best teacher is absolutely
sound In one sense. But most of us
recite It without thinking that ex-
perience may be of various sorts —
the crperirnce of other m>n an well
aa our own, "canned experience," If
you please, ready for use. Just open
and serve yourself! Why not take
advantage of the experience of other
men as far as we can and save not
only yearB of time but many expen-
sive lessons?

Do you know how much of the world's
best research in the advertising and
selling Held Is contained In

McGRAW-HILL BOOKS?

Tliat slnKle fact or idea mav be worth
many times the price of the hook to you.

1 Strong —
PSYCHOLOGY OF SELLING AND
ADVERTISING

461 pages. 5 I 8. Illustrated. $4.00
How people buy and how they can
be sold. A practical explanation of
the part psychology plays in selling
and advertising — facts you can apply
to your own efforts and problems.

21 .inn il
ILLUSTRATION IN ADVERTIS-
ING

319 pages. 6 x 9. Illustrated. $4 00
How illustration can Increase the
effectiveness of advertising. Practi-
cally all treatments are covered in
detail.

3 Pratt—
SELLING BY MAIL

428 pages. 5x8. Illustrated, $4.00
Covers every angle of modem mail
sales work. Explains principles and
slums how they work out in practice.
Packed with ideas, suggestions, meth-
ods, danger signals — facts you can put
to good use.

4 While -
MARKET ANALYSIS

New Second Edition
438 pages. 5x8, $4.00
A new edition of this standard
work on market analysis New ma-
teria] on agency market research, in-
dustrial and community surveys and
newel itper surveys.

5Kenagy and Yoakum
SELECTION AND TRAINING OF
SALESMEN

380 pages, 5x8, $3.50
Definite principles in selection,
training and development of sales-
men. Helps to take guess and hunch
out of this Important marketing step.

Free Examination — Small Monthly
Payments
Choose any of these McGraw-ITill
Book* that you would like to see —
as many as you wish.

Read them for ten days free — keep
u vvant — send back those you
don't want.

r the books you keep as you
uafl them. If you keep $15 worth
of books, send $3 in ten days and $3
monthly.

Tile smallest monthly payment Is
$3. If you keep $8 worth of books,
send $3 in ten days and $3 a month
later

The monthly installments must be

Hough for the entire account

to be paid in full within six months.

Begin to Budget Your Book Buying

NOW

IHII, EXAMINATION <:Ol TON

McGRAW-HILL BOOK CO, INC.
370 Seventh Avenue. N. Y.
Send mo the books checked for 10 days' free
examination:

Strong — Psychology. $4.00.

Lnrned — Illustration. $4.00.

Pratt— Selling by Mall. $4 00

White— Market Analysis. $4.00.

Kenagy and Yoakum — Sel. & Tr. of

Salesmen. $3.50.

I i. re to n turn Mich I I.:: Bl I do 01 t H [itl

to keep, postpaid, within 10 days of receipt and
to remit at the samo timo my first installment
an 1 the balance in equal Installment ead
month. Minimum monthly payments, I under-
stand, are $3 and account li to be paid within
six month!.

Name

Address

Position

.' I. F. T-14-U

William A. Hart

FROM stories of how various men
happened to take up advertising,
it appears that it is a point of distinc-
tion not to have drifted into the busi-
ness— or profession — whichever you
prefer. William A. Hart claims that
he decided when he was still in high
school that he wanted to become an
advertising man. He did not know
then whether it was a business or a
profession. He solicited "ads" from
local merchants for the school paper
and athletic programs, and so got an
idea of what it was all about. And
today, after years of experience, he is
still certain that he likes it.

When he entered the University of
Michigan he was firmly determined to
become an advertising man. He se-
lected his college courses with that end
in view. Even his extra-curricular ac-
tivities, aside from "fussing," as it was
called in those days, were also taken up
with his main ambition in mind.

While a student, he showed that he
had native talent in the advertising
line. Certainly, no one without such
ability could have sold merchants space
on a student's desk-blotter, on the basis
of 2500 circulation and no way of
checking up on the blotter's distribu-
tion. But he did it and made some
expense money. Later he was business
manager of The Woh'erine, a tri-
weekly news sheet published at the
university during the summer session.

During one summer vacation he man-
aged to get a job on the advertising
staff of The Chicago Tribune. It con-
sisted of soliciting classified ads. He
has remarked about this experience
since: "I wanted to enter the advertis-
ing field in the worst way, and I guess
I did."

Graduated from the university in

1914, he went to work at once with the
Burroughs Adding Machine Co. of De-
troit, as an assistant to E. St. Elmo
Lewis, then advertising manager. He
was at first set to clipping magazine
and newspaper articles concerned with
bookkeeping and accounting which
might be of use in Burroughs litera-
ture. Though, in confidential moments,
he will now admit that any bright
youngster could have done the work,
he went at it as though it were of
primary importance to the success of
Burroughs advertising. Soon, however,
he was given among other duties the
editing and preparing of business bul-
letins and house organs.

When, in 1915, the late Edwin A.
Walton succeeded Mr. Lewis as adver-
tising manager, Mr. Hart was placed
in charge of the national advertising
division. A year later he was made
Western district advertising manager,
with headquarters in San Francisco.
He combined his business trip to the
coast with his honeymoon by taking
unto himself a wife just before start-
ing West.

May, 1917, found him back in Detroit
in charge of the advertising of the
Detroit Steel Products Co. The fates
had evidently agreed, however, that he
was not to remain in the Michigan
metropolis. In December, 1918, he ac-
cepted a position in the merchandising
department of Frank Seaman, Inc., and
moved to New York City. A year later
he was made manager of the marketing
division of the agency and continued
in that capacity until August, 1923.

In 1923 Mr. Hart became director of
marketing and production for the El-
liot Service Co. of New York City.
Despite his title, he was still an ad-
vertising man but advertising per se
was only a small part of his work.
Whether this had anything to do with
his accepting in the next year his pres-
ent position, that of director of
advertising for the E. I. du Pont de
Nemours & Co., has not been deter-
mined.

To take up his new duties he had
to move himself and family (which
had by this time increased by two: a
son, William A., Jr., and a daughter,
Winifred Jean) to Wilmington, Del.
Both Mr. and Mrs. Hart left New
York with great regret.

He is remarkably free of hobbies,
except that advertising is his hobby as
well as bis business. He has thus far
never attempted a book about adver-
tising and merchandising, but various
phases of both have been the subject of
magazine articles which he has written.
In further support of the contention
that advertising is his hobby, he is a
director of the Association of National
Advertisers.

July 14, 1926

ADVERTISING AND SELLING

General Tire Doubles its Business
in St. Lou is in April

Secures 156yl£w Customers as result
of 10 day Advertising Campaign in
the Globe-Democrat Exclusively

The General Tire Company doubled its sales in St. Louis in
April over April of last year as the result of increased busi-
ness secured during a 10-day advertising campaign placed in
The St. Louis Globe -Democrat exclusively.

156 car owners who had never used General Tires bought
Generals as a direct result of the advertising ....

Sales averaged 3 tires per customer, and, in addition to the
sales of tires for passenger cars, commercial business was sub-
stantially increased.

Here is an advertising success which stands out in tire history
in St. Louis — accomplished by a single store during the un-
favorable, unseasonal weather of a "late" April — with adver-
tising placed exclusively in one newspaper St. Louis'

Largest Daily.

The results are all the moie significant in view of the fact that
the General is a top-quality tire selling at a high price.

n selecting The Globe-Democrat alone The General Tire
Company chose the newspaper that reaches more automobile
owners than any other St. Louis daily and which is acknow-
ledged to be the logical medium for automotive advertising.

Tires, motor cars, food, shoes, cigars, or whatever your
product may be, The Globe-Democrat can help you to build
sales economically in St. Louis and The 49th State.

Ask the nearest Globe - Democrat representative
for the facts about The 49th State, that great 20-
Biuion-Dollar Area, radius 150 miles surrounding
St. Louis, its Capital. Write for details of the ser-
vice which our Research Division and the Service
and Promotion Department can render, and for
the list of 690 national advertisers who found it
profitable in 1925 to use The Globe-Democrat
exclusively.

USovfa (BJote-leuurtmt

The Newspaper of The 49th State

F. St. J. Richards New York

Guy S. Osborn Chicago

lo.. R. Scolaro ....

C. Ceo. K men ess San Franclsc

Dorland Agency, Ltd Londo

Detroit

ADVERTISING AND SELLING

July 14, 1926

Advertist

THK advertising business
and American advertising
men are singularly remiss
in an important matter which I
deem it my duty to draw atten-
tion to- — as I do, solemnly and
expensively, herewith and here-
inafter:

In lhi~ advertising business —
or profession, if you are of the
Mauve Decade — we have adver-
tising agencies, ad-writers, com-
mercial artists, advertising sales-
men, advertising engineers, vis-
ualizers, contact men, space
buyers, research men, merchan-
disers, advertising counselors,
advertising managers, and so on,
down to publishers.

It takes something like twen-
ty-two long and costly words to
name them all. Why not get
one word to cover the lot?

Why not. indeed?

The real estate men have be-
come Realtors. The electrical
people are now Electragists.
The gentleman who looks after
our mortal remains is no longer
an undertaker — he's a Morti-
cian. But we advertising men
are still a dictionary.

It is no laughing matter, gen-
tlemen, and this brilliant idea
of something new and better is
not to be sneered at except by
our best sneerers.

I suggest ADVERTIST.

Short, peppy, descriptive,
embracing, it fills the prescrip-
tion.

( *r what have you?

The he-t suggestion received
before \ugiisi first will receive
the plush covered Webster, if
obtainable.

lor
IM'I s/7U 1/ POWER
608 So. Dearborn Street
Chicago, Ills.

Industrial Power is a name

the eaf and the class of m*n

Hes. •12,000 important plan
ruled and run by men who read In
Power.

tber weeVv

Efficiency!

Shortly after the Armistice was
signed in 1918 — nearly eight years ago
— the Soviet Government authorized
the construction of a central electric
station in Petrograd, which was in-
tended to furnish light and power not
only to that city but to a number of
smaller places nearby.

The building is nearly, but not quite,
finished.

To erect a similar building in New
York, a Russian friend tells me,
would take seven or eight months —
twelve, at most.

An Earnest Spender

Died, recently, at Atlantic City, a
man whose name means nothing to the
present generation of advertising men.
For which reason it will not be printed
here.

As an advertising salesman, he was
in a class by himself. I doubt if he
ever had an equal. I am sure he never
had a superior. Every qualification,
but one, which a salesman should have
was his — tact, a keen sense of humor,
daring, resourcefulness, a likeable per-
sonality, a logical mind and a most con-
vincing and eloquent tongue.

Of the hundreds of stories that are
told of him, this one is, perhaps, most
characteristic, for it throws light on
his twin weaknesses — extravagance
and generosity.

Years ago, when he was a member
of the western staff of a well-known
magazine, X.'s chief suggested that he
go to California, on a three weeks' busi-
ness trip. The matter of expenses was
discussed. X. insisted that he be ad-
vanced a certain sum. His chief was
horrified. "Why," said he, "that is
more than I spent in six weeks, last
summer, and I had my wife with me."

X. was obdurate. The amount he
named, he said, was really not enough.
To make the trip properly, he should
have at least 50 per cent. more. They
compromised — at X.'s figure.

X. started for California. Five days
later, his chief got a telegram from
him. It trail: "Grand Canyon, Ari-
zona. Must have $500.00 quick. Have
had unusually heavy expenses."

It developed, on inquiry, that the

"unusually heavy expenses" were due
to the fact that at Grand Canyon, X.
had met the Governor of Arizona and
his staff and had put every man jack
of them on his staff! In those pre-pro-
hibition days, an earnest spender — and
X. was all of that — could get rid of an
awful lot of money.

Such a Nice Voice!

Every week or two, I call at the office
of a certain concern with which I have
business relations. Invariably, I have
to go through the same rigamarole.

The young woman at the "Informa-
tion" desk, who is also the 'phone
operator, gives me a chilly glance, as
though to ask, "What the hell are you
here for?" What follows can be told
best in dialogue.

Myself: "Mr. Blank — to see Mr. So-
and-so."

Information: "What name?"

Myself: "Mr. Blank."

Information: "Have you an appoint-
ment?"

Myself: "No!"

Information reluctantly consents to
call up Mr. So-and-so. Finally: "He'll
see you in a few minutes."

Now, if this sort of thing happened
only once or twice, I should have no
comment to make. But it is a con-
tinuous performance; and it is irritat-
ing. "Information" knows — or should
know — my name. She knows — or
should know — that my interviews with
Mr. So-and-so are usually of an hour's
duration: and that, as a rule, we leave
the office together. But no! She
sticks to her formula.

I cannot but contrast her attitude
with that of a young woman whom my
wife telephoned to a few days ago.
Her interest was so manifest and she
had "such a nice voice" that Mrs.
Jamoc immediately decided to buy the
article, regarding which she had made
telephonic enquiry. And she did.

The telephone companies are ever-
lastingly right when they say, "The
voice with the smile wins."

Which Is Correct?

Mr. Coolidgc, in a speech which he
made recently and which was "wire-
lessed," pronounced the word "contem-
plate" with the accent on the second
syllable. Thus: con-TEM-plate.

I myself put the accent on the first
syllable. So: CON-tem-plate.

An Oxford man tells me that the
word should be pronounced with the
accent on the third syllable— con-tem-
PLATE. Jamoc.

July 14, 1926 ADVERTISING AND SELLING 73

Who Told You ?

XT IS a truism that the most powerful form of advertising is Word-
of-Mouth.

Printed advertising would not be necessary if there were a million
people talking about a product — if they were talking favorably, truth-
fully, covering all important points, keeping up-to-date, keeping at it all
the time, reaching new people constantly and never tiring of the subject.

But there is no product so popular, there is not even a great public
cause so well understood and so favored, as to enjoy continuously that
degree of loyalty and support.

Word-of-Mouth is slow to start and quick to stop. The public memory
is short, and its inertia is great.

Therefore printed advertising has been developed as a stimulus to
Word-of-Mouth.

Advertising not only persuades individual readers to buy, at once or
eventually, but its indirect influence is far more vital. It creates and
stimulates and informs and renews Word-of-Mouth.

Without always knowing exactly where they learned it, alert people
are continually passing along the reputation of products which they have
seen advertised, which they may have themselves used as a result of ad-
vertising and their faith in which has been confirmed by further reading
of the advertising.

It makes a great difference to you who tells you what to buy. You pay
small heed to the chatter, no matter how voluble, of those for whose
standards and judgments you have no respect.

This matter of the relative authority of Word-of-Mouth is not deter-
mined by relative wealth, or education, or social status.

There is, however, one broad criterion, and that is alertness. At every
income level, in every stratum of society, in every community, there are
certain persons who form judgments and express them and make them
effective. Their Word-of-Mouth is accepted by those who listen to them
as being authoritative. While none of them is an authority on every-
thing, they do have one common characteristic — alertness.

Good-will, the most valuable asset any business can possess, is nothing
more or less than the favorable opinion of the alert and it is this that is
coming to be known as The Biggest Thing in Business.

Alertness makes people discover and try products.

Alertness makes them master the essential facts about products which
please them.

Alertness makes them transmit these facts by Word-of-Mouth because
they are vocal and because they are active in neighborly contacts.

And, as it happens, alertness is the very characteristic which makes
4,709,293 people in 1,400,000 families become readers of such a paper
as The Literary Digest.

Who told you? Did a Literary Digest reader tell you?

Advt.

ADVERTISING AND SELLING

July 14, 1926

The completeness of

your information is

remarkable — says

Paid E. Faust

A great try-out
territory

A great
newspaper

January 16. 192«.

Mr. 1. E. KcalUrter.
vanager Merchandlalng oeraloa,
Forth Worth Star-Telegram,
Port north, raxae.

air Mr. ae.whlrMr:

■e ecxnoaledge aith much
appreciation join- letter of January 13 an-
eloalng questlonnalraa.

The jooplateneae of your
Information la romarltaole, and «e than* you
for your valued eaaletance.

Very truly youre,

PftTJST aDVEHTISINf)

Daily and Sun-
day circulation
over 120,000
No contests —
no premiums

Fort Worth Star Telegram

(EVENING)

Jrort B)ortt)Eccori.-s:eic9ratti

(MORNING)

Fort Worth Star Telegram

and if ort Iflortl? ilrcorii

AMON Q. CARTER.
Pr«. and Publisher

(SUNDAY*

Charter Memher
Audit Bureau of Circulation

A. L. SHUMAN
VIee-Presfdent and Adv. Dlr

it drives home a
sales message
it's an

Elli/ON-FBEEMdil
WINDOW DI/PL/IY

^r^

New Directory of
Mexican Industries

Compiled and revised by the Mexican
Department of Industry, Commerce and
Labor.

Containing 16,000 valuable addresses of
all Industrie? now operating in the Republic
of Mexico.

Mai liinery manufacturers, raw material
houses, exporters, lumbermen, merchants
and bankers. You all want to have a copy
of this valuable book on Mexican Indus-
tries.

Order your copy TO-DAY,

1 10.00 I>„,| Pu|,l or remitted C. O. D.
Parrel Post If dealretl.

Campania Mcxicann de Rnlograbado

(Meairnri ItoloKravure Co.)
MEXICO CITY

Educative Campaigns
That Fall Short

[continued from page 25]

There is advice in every manuac-
turer's educative literature as to what
to do when a customer conies in with
a thin face, and what kind of cream
to suggest if her facial contour is that
of the proverbial roly poly. Besides
this, almost every kind of face is de-
scribed for the salesperson, who wan-
ders all day among preparations said
to do things without price and who
lacks anything like vision to imagine
that they can do it. To her cleansing
cream is something in a jar to be
pushed indifferently across the coun-
ter. It is not possible relief from
blackheads; cleanliness, mistiness, dewi-
ness, freshness and a few simple little
things like that.

AND there is of course advice about
numerous other preparations, in-
valuable suggestions for make-up, in-
formation about different types of
powder, bleaches. But in the great ma-
jority of instances, the careful litera-
ture prepared by the manufacturer
doesn't get across.

But it is read, declare enough buyers
from enough representative retail es-
tablishments to make their answers of
some value. One store has a system
whereby every piece of literature which
comes from the manufacturer is tacked
up on a board. These copies are given
to the salespeople, and they are ex-
pected to sign their names when they
have read the matter therein contained.
"Read and forgotten" was what should
have been said. Read and forgotten
is what happens, if anything can be
judged by the reception one gets at
that particular manufacturer's outlet.

A few buyers, too, do not translate
toilet preparations as do the manu-
facturers, as something with which to
create a skin you love to touch, a fas-
cinating, wicked, vampish-appearing
Lilith out of a jar of cream rouge, a
lip stick, or something which you put
on your eyebrows. A pot of cold cream
is to them a pot of cold cream, noth-
ing more. A pot of cold cream to be
moved, to be sure, but not to be thought
of as creamy skin, clean, healthy, glow
ingly fresh.

Why not a "types" cosmetic advisor;
a woman, say, connected with the toilet
goods department of a retail store who
will patiently go into the details of the
needs of a Lilith or an Eve complex
ion, and who, when a woman asks what
she needs for wrinkles, will do more
than hand indifferently over the coun-
ter a decorative jar of anti-wrinkle
cream, which the average woman
hasn't the least idea how to use, and
which she would probably use as
wrongly as possible? What a marvel-
ous opportunity to suggest an entire
beauty regimen, with the preparations
which match each step!

<<c)Ae artidt qivt<6 infinite caretowa%
stroke of tut bru<6fc In tftt art ofpapet
ffca&ircq ^)Vedtmorct &/camxL^ m qivue
tqjiaf care t/cat even/ dfuxi may produce
a true copy of a work qfortZD

Mill Price List

fiftv-Enamrl

ZVornixltt Enamrl

SUrt-ngElKlmtt

"hetfrncinfErnimri

tietrvaco Foidinf tnMixl

iirnbfluirig EnatriJt
rittintKt>JJfu!fjif„i
*frcrtian>S„t„ntf,i/,

J}frnrrrofion</

~?n-

ll^

1%. i

See reverse side for list of Westvaco Distributors

The Mill Price List

Distributors of
Westvaco Mill Brand Papers

The Chatiield &. Woods Co. ro W. Glenn Street, Atlanta, Ga.

The Arnold-Roberts Co. Augusta, Me.

Bradley-Reese Co. 308 W. Pratt Street, Baltimore, Md.

Graham Paper Co. 1716 Avenue B, Birmingham, Ala.

The Arnold-Roberts Co. 180 Congress Street, Boston, Mass.

The Union Paper & Twine Co. Larkin Terminal Building, Buffalo, N.Y.
Bradner Smith & Co. 333 S. Desplaines Street, Chicago, III.

West Virginia Pulp & Paper Co. 731 Sherman Street, Chicago, III.

The Chatfield & Woods Co. 3rd, Plum & Pearl Sts., Cincinnati, 0.

The Union Paper & Twine Co., n6-n8St. Clair Ave., N.W., Cleveland, 0.
Graham Paper Co. 42.1 Lacy Street, Dallas, Texas

Carpenter Paper Co. of Iowa, 106-1 11 Seventh St. Viaduct, Des Moines, la.
The Union Paper & Twine Co. 551 E. Fort Street, Detroit, Mich.

Graham Paper Co. 2.01 Anthony Street, El Paso, Texas

Graham Paper Co. Houston, Texas

Graham Paper Co. 6th & Broadway, Kansas City, Mo.

The E. A. Bouer Co. 175-185 Hanover Street, Milwaukee, Wis.

Graham Paper Co., 607 Washington Avenue, South, Minneapolis, Minn.
Graham Paper Co. 2.2.1 Second Avenue, N., Nashville, Term.

The Arnold-Roberts Co. 511 Chapel Street, New Haven, Conn.

Graham Paper Co., S. Peters, Gravier & Fulton Streets, New Orleans, La.
Beekman Paper and Card Co., Inc., 137-141 Varick Street, NewYork, N.Y.
West Virginia Pulp & Paper Co. 2.00 Fifth Avenue, New York, N. Y.
Carpenter Paper Co. 9th & Harney Streets, Omaha, Neb.

Lindsay Bros., Inc. 419 S. Front Street, Philadelphia, Pa.

The CHATriELD & Woods Co. ind & Liberty Avenues, Pittsburgh, Pa.

The Arnold-Roberts Co. 86 Weybosset Street, Providence, R. I.

Richmond Paper Co., Inc. ioi Governor Street, Richmond, Va.

The Union Paper & Twine Co. Rochester, N. Y.

Graham Paper Co. 1014 Spruce Street, St. Louis, Mo.

Graham Paper Co. 16 East 4th Street, St. Paul, Minn.

West Virginia Pulp & Paper Co. 503 Market St., San Francisco, Cal.
R. P. Andrews Paper Co. 704 1st Street, S. E., Washington, D. C.

R. P. Andrews Paper Co. York, Pa.

Manufactured by
West Virginia Pulp & Paper Company

July 14, 1926

ADVERTISING AND SELLING

Fake Mediums

[CONTINUED from page 36]

while the body of the contract is filled
in with indelible pencil.

The date affixed to the contract is
more than a year previous to the time
the alteration takes place. It is in the
selection of the date that the element of
luck enters in, for a shrewd business
man who might otherwise honor the
contract could hardly reconcile the fact,
if he noticed it, that he was in Europe
on this date.

IN case a victim pays his money on
the strength of this altered contract,
he lays himself open to a series of
peculations through the signing of the
"has paid" voucher mentioned pre-
viously and which is reproduced in this
article. By cutting off the first three
lines on this alleged voucher bearing
the victim's signature and by inserting
two or three additional lines of print-
ing, another contract is obtained bear-
ing the victim's signature and address.
No acid treatment is necessary, the
conversion being confined to the addi-
tion of printed phrases which tie up
with the printed matter retained from
the "has paid" auditor's voucher. The
blank space provided is filled in and
another contract is ready for collection.
When a large number of these com-
pleted contracts are accumulated, the
name of the pseudo publisher of the
bogus directory is selected and the con-
tracts filled in accordingly.

The next step is the printing of the
billheads of John Doe, publisher of
John Doe's Business Manual. To add
to the impressiveness two large cities
are selected as Mr. Doe's location al-
though no street address is printed.
Next an advertisement of the intended
victim is set-up in type exactly as it
appears in the advertising pages of
some current trade or technical jour-
nal. This advertisement, with the ad-
vertisements of several other intended
victims, is printed on a single sheet
When a number of pages are com-
pleted, they are carefully inserted in
the front section of a large, bulky
vclume which forms an integral part
in the scheme but which was actually
published a score or more years ago.
The old title page which applied to the
previous name used by the swindlers is
removed, and a new title page contain-
ing data on the 1925 edition of John
Doe's Business Manual is inserted
The binding is then tightened and the
stage is all set for the operations of
the "outside" men.

When a large number of contracts
have been completed the most pre-
carious part of the program begins.
The outside men generally work in
pairs, the "boss" waiting just around
the corner for the return of the col-
lector, possibly on the theory that the
old adage about "honor among thieves"
does not apply in this business. The
collector is given all the paraphernalia
necessary and it is he who actually

The Great Common Ground
of the Retail Shoe Field —

THE RECORDER

fl For almost half a century the Boot and

Shoe Recorder has been the recognized

Common Ground of American Retail Shoe
Store Interests.

fl Here the business news of the nation — the
tested merchandising practice — the offer-
ings of manufacturers of shoes, leather and
accessories to the merchant, all merge each
week to a common center — The Reader In-
terest of the publication.

H This Reader-Interest of more than 14,000
subscribers is the logical Point of Penetra-
tion for any product seeking entrance to the
rich field of footwear at retail.

BOOTandSHOE

RECORDER

The Point of Penetration to the
Shoe Market

207 SOUTH STREET, BOSTON

Chicago
Cincinnati
St. Louis

A. B. P.

A. B. C.

New York
Rochester
Philadelphia

ieNE]
HQUJ

•^Ihe
/newest and now\,
TtheLeadingHotelirn,
COLUMBUS.OHIO

[ Opposite IheStateCipad/J

^655Rooa\s-655Baths /
'.\RATES FR0M'3to»7 , '

The f&jcilitier for dances.
luncheon. dinner Mid card

DAT tic/Marge or./TiBlLare
./■Q unuT-uaJIy gtnid that
Sorority wid Frat e rn 1 1 y
fuTCtioas&re&lv^L/- enjoyed

IE.

ifrecimJftrraa:9

Club Meals m Main Dining
Room and drill Room ,
Slue Plate Luncheon.
COUNTER SERVICE
AT POPULAR PRICES

LuncheonCluhs served
In private dining Room*
»t 73*vtr person.

Under the Direction of

GUSTAVE W DRAXH. President and Architect
FREDERICK w BERGMAN. uaiuo™; Director

asanas

A.B.P. and A. B.C.
Published

ICHICAOO Twice-a-mnnth

A business paper with a 100% reader
interest, due to 31* years' constructive
Iiolicy in helping bakery owners. Oldest
paper in the baking held.

New York Office 431 S. DEARBORN ST.,
17 E. 42nd St. CHICAGO, ILL.

Jewish Daily Forward, New York

Jewish Dally Forward is the world's largest Jewish
dally. A.B.C. circulation equal to combined total
circulation of all Jewish newspapers published. A
leader In every Jewish community throughout the
United States. A Home paper of distinction. A
result producer of undisputed merit. Carries the
largest volume of local and national advertising.
Renders effective merchandising service. Bates on
request.

ADVERTISING AND SELLING

July 14, 1926

Rate for advertisements inserted in this department is 36 cents a line — 6 pt. type,
charge $1.80. Forms close Saturday noon before date of issue.

aSinimufli

Position Wanted

ADVERTISING MAN, the sort who gets right

in and under your proposition and then produces
individualistic advertising that is absolutely dif-
ferent ; this man has two progressive clients, and
is now ready for the third ; correspondence con-
fidential. Box No. 397, Advertising and Selling,
9 East 38th St., New York City.

DIRECT SELLING SPECIALIST. 15 years"

sales and advertising experience qualifies me to
establish a paying sales-by-mail department.
Now with prominent advertising agency. Box
No. 396, Advertising and Selling, 9 East 38th
St., New York City.

SALES AND ADVERTISING EXECUTIVE
Able and experienced in applying principles and
meeting problems in market analysis, promotion,

Here is a young
ADVERTISING-SALES EXECUTIVE

advertising and sales production. Successful
organizer and coach. Staples, specialties, service,
agency or manufacturer. Box No. 398, Adver-
tising and Selling, 9 East 38th St., New York
City.

that some business can profitably employ as
Advertising, or Assistant Sales Manager.
Thoroughly capable in preparing advertising of
every form and to assist in directing dealer and
sales forces. At present Sales Promotion Mana-
ger National Manufacturer. College trained — 28.
Box No. 401, Advertising and Selling, 9 East
33th St., New York City.

Help Wanted

Recognized Agency offers excellent opportunity
to voung man capable of planning, writing and
selling sales campaigns. Opportunity according
to ability. Write to Guenther-Glaze Adv.
Agency, St. Joseph, Mo.

Graduate Michigan University, School Business
Administration, will sacrifice initial salary for

Business Opportunities

a real opportunity to prove ability. Box No. 405,
Advertising and Selling, 9 East 33th Street,
New York City.

Am organizing a sales agency for intensive
coverage of the drug store trade in greater New
York. Would like to hear from concerns hav-
ing a meritorious product and interested to

Single, 29-year old, high type, steady and reliable

secure this additional sales outlet. Address
Box No. 402, Advertising and Selling, 9 East
38th St., New York City.

young man, now secretary and treasurer of
prominent realtor company in exclusive Phila.
suburb, desires change.

Eight years' advertising agency (account ex-
ecutive, copy writing, space buyer, charge of
service and production, N. Y. Agency) and
N. Y. Times newspaper experience.

Open for only a really worth-while interesting
connection. Can meet people. Likes to travel.

CAPITAL REQUIRED trade monthly in fast
growing field 60,000 to 100,000 advertising reve-
nue first year. Principals are experienced in
publishing. Will consider only offers from re-
sponsible publishing houses or persons. Box No.
402, Advertising and Selling, 9 East 38th St.,
New York City.

\\ rite Box 400, Advertising and Selling, 9 E.

38th Street. New York City.

Responsible employers in California or
Florida especially invited to respond.

SECRETARY
Competent young woman (25), thoroughly fa-

quired, with great opportunity to make big money.
Sell yourself by letter. Dept. 3, Indianapolis
Pump and Tube Company, Indianapolis, Indiana.

miliar with advertising operation, desires position
as assistant to agency executive or advertising
manager. Eight years' experience. Expert sten-
ographer with ability to handle all advertising
records and other details neatly and accurately.
Thoroughly experienced in the preparation of
schedules, ordering of space, billing and check-
ing; also thorough knowledge of bookV. <
Employed at present. Salary $40. Box No.
399, Advertising and Selling, 9 East 38th St.,
New York City.

M ultigraphing

Quality and Quantity Multigraphing,

Addressing, Filling In, Folding, Etc.

DEHAAN CIRCULAR LETTER CO.. INC.

120 W. 42nd St.. New York City.

Telephone Wis. 5483

"GIBBONS knows CANADA"

TORONTO

is Limited, Ativrrtisint Agtnli
MONTREAL

W IN N I PLC

gets the money or, more rarely, the
boot. If questioned too closely, he
merely states that he will have the
man who solicited the account call and
explain things, and makes a hasty exit.
But even successful swindling schemes
are not always infallible and some-
times a collector is arrested and given
a short sentence for petty larceny, but
the scheme continues.

However, only recently a trap was
set for the operators of this scheme
and two individuals, who had been in-
volved in the game for a number of
years were arrested and indicted by
the New York County Grand Jury,
charged with forgery. The collector
jumped his bail and became a fugitive
from justice while his employer finally
pleaded guilty and was given a sen-
tence in the penitentiary.

This action broke up one gang of
operators but at least two others are
still active. There are enough men
skilled in this particular line of
chicanery to keep the scheme active
for sometime to come.

It therefore rests with the individual
user of advertising to prevent imposi-
tion on himself by setting up safe-
guards to protect his own advertising
investment. A definite policy of in-
vestigation before paying or signing
for advertising in a new or unknown
medium, plus definite safeguards and
rules governing payment of advertis-
ing bills should be set up.

Advertising — Or
Goods?

[CONTINUED from page 28]

effect that 87.6 per cent of pur-
chasers of groceries prefer an ad-
vertised article to an unadvertised one
at the same price, and 65 per cent
prefer it even at a higher price. It is
proved by a considerable number of
reports from manufacturers that ad-
vertising has cut total distribution
costs (see Report of Committee III of
the National Distribution Conference,
December, 1925) and by the easily
demonstrable fact that the cost of ad-
vertised goods is lower in proportion
to the cost of raw materials than it
was a decade and a half ago.

The truth of the general proposition,
however, does not prove its truth in
every individual case. The persistent
residue of purchasers who prefer un-
advertised goods, and the continued
prosperity of a considerable number of
non-advertising manufacturers offers
some suggestion to the thoughtful
that there may be advertisers whose
goods are not unmistakably superior
to those of their non-advertising com-
petitors.

The concern which on the basis of a
demand created by advertising takes
an exhorbitant profit on its wares is,
of course, breaking no law on the
statute-books. But it is violating an
economic law, and in the course of

July 14, 1926 ADVERTISING AND SELLING 77

Largest Daily Circulation in America "g More than a MILLION every weekday '8? Largest Daily Circulation in America 8 More
than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than a MILLION every weekday 8 Largest
Daily Circulation in America '8? More than a MILLION every weekday "8? Largest Daily Circulation in America "8 More than
a MILLION every weekday "8 Largest Daily Circulation in America "% More than a MILLION every weekday 'a? Largest Daily
Circulation in America "8 More than a MILLION every weekday "a? Largest Daily Circulation in America 8 More than a MIL
LION every weekday 8 Largest Daily Circulation in America "8? More than a MILLION every weekday 8 Largest Daily Circu
lation in America °% More than a MILLION every weekday "S Largest Daily Circulation in America 'S? More than a MILLION
every weekday 8 Largest Daily Circulation in America "a? More than a MILLION every weekday "8? Largest Daily Circulation in
America "8? More than a MILLION every weekday "a? Largest Daily Circulation in America "a? More than a MILLION every
weekday "8? Largest Daily Circulation in America "8? More than a MILLION every weekday "a? Largest Daily Circulation in Amer
ica 8 More than a MILLION every weekday "a? Largest Daily Circulation in America "a? More than a MILLION every weekday
"8? Largest Daily Circulation in America *8 More than a MILLION every weekday "a? Largest Daily Circulation in America "8?
More than a MILLION every weekday "8? Largest Daily Circulation in America "8 More than a MILLION every weekday "a;
Largest Daily Circulation in America "a! More than a MILLION every weekday "a? Largest Daily Circulation in America "8? More
than a MILLION every weekday "8? Largest Daily Circulation in America "8 More than a MILLION every weekday "8? Largest
Daily Circulation in A?nenca 8 More than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than
a MILLION every weekday "a? Largest Daily Circulation in America "8 More than a MILLION every weekday "8 Largest Daily
Circulation m America "8 More than a MILLION every weekday "8 Largest Daily Circulation in America 8 More than a MIL
LION every weekday *8 Largest Daily Circulation in America "8 More than a MILLION every weekday *8 Largest Daily Circu
lation in America "8 More than a MILLION every weekday "8 Largest Daily Circulation in America *8 More than a MILLION
every weekday "8 Largest Daily Circulation in America "8 More than a MILLION every weekday "8 Largest Daily Circulation in
America "8 More than a MILLION every weekday "8 Largest Daily Circulation in America 8 More than a MILLION every
weekday "8 Largest Daily Circulation in America "8 More than a MILLION every weekday "8 Largest Daily Circulation in Amer
tea "8 More than a MILLION every weekday "8 Largest Daily Circulation in America "8 More than a MILLION every weekday
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than a MILLION every weekday "8 Largest Daily Circulation in America 8 More than a MILLION every weekday "8 Largest
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a MILLION every weekday "8 Largest Daily Circulation m America 8 More than a MILLION every weekday *8 Largest Daily
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LION every weekday "8 Largest Daily Circulation in America 8 More than a MILLION every weekday 8 Largest Daily Circu
lation in America "8 More than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than a MILLION
every weekday 8 Largest Daily Circulation in America 8 More than a MILLION every weekday 8 Largest Daily Circulation in
America "8 More than a MILLION every weekday "8 Largest Daily Circulation m America "8 More than a MILLION every
weekday 8 Largest Daily Circulation in America "Sg More than a MILLION every weekday 8 Largest Daily Circulation in Amer
ica 8 More than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than a MILLION every weekday
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More than a MILLION every weekday 8 Largest Daily Circulation in America % More than a MILLION every weekday 8
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than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than a MILLION every weekday 8 Largest
Daily Circulation in America 8 More than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than
a MILLION every weekday "8 Largest Daily Circulation in America 8 More than a MILLION every weekday 8 Largest Daily
Circulation in America 8 More than a MILLION every weekday *8 Largest Daily Circulation in America 8 More than a MIL
LION every weekday "8 Largest Daily Circulation in America TB More than a MILLION every weekday 8 Largest Daily Circu
lation in America 8 More than a MILLION every weekday "8 Largest Daily Circulation in America "8 More than a MILLION
every weekday "8 Largest Daily Circulation in America "8 More than a MILLION every weekday 8 Largest Daily Circulation in
America 8 More than a MILLION every weekday 8 Largest Daily Circulation in America "8 More than a MILLION every
weekday 8 Largest Daily Circulation in America "8 More than a MILLION every weekday 8 Largest Daily Circulation in Ayner
ica 8 More than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than a MILLION every weekday
8 Largest Daily Circulation in America 8 More than a MILLION every weekday 8 Largest Daily Circulation in America 8
More than a MILLION every weekday 8 Largest Daily Circulation in America "8 More than a MILLION every weekdays
Largest Daily Circulation in America 8 More than a MILLION every weekday 8 Largest Daily Circulate- America 8 More
than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than a MILT IO~ -<T T ^L ikday 8 Largest
Daily Circulation in America "8 More than a MILLION every weekday "8 Largest Dn<h "~ -r"C"j"^^y >J & 8 More than
a MILLION every weekday "8 Largest Daily Circulation in America **? More r^- <#£?% "^^A \J v ' Largest Daily

Circulation in America "8 More than a MILLION every weekday 8 J <\jl \j^**> ^" • st"'P e t'lan a MIL-

LION every weekday 'S Largest Daily Circulation in America 8 i rf"*"V"\ V^ ^^ vg 'N^ t Daily Circu

lation in America 8 More than a MILLION every weekday "8 Lar \ \*~ , fpicW 4 MILLION

every weekday *8 Largest Daily Circulation in America 8 More thai yol''2 * / Ave**^ . v , ^ 'v tV- ^culation m

America "8 More than a MILLION every weekday 8 Largest Daily -lOe'U' *une J92 c,\J^ ce-T4e"' "-'ON every

weekday 8 Largest Daily Circulation in America "8 More than a MIL ttj* is^*^ * ■> ^ircu^ation in Amer

ica 8 More than a MILLION every weekday 8 Largest Daily Circulai ,, \,o6°' ,^%0 ..id MILLION every weekday

8 Largest Daily Circulation in America "8 More than a MILLION e\ pM '^.^et.0 _^,gest Daily Circulation in America 8
More than a MILLION every weekday 8 Largest Daily Circulation ir, -ct*^-^ 8 More than a MILLION every weekday "8?
Largest Daily Circulation in America 8 More than a MILLION every weekday 8 Largest Daily Circulation in America 8 More
than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than a MILLION every weekday 8 Largest
Daily Circulation in America 8 More than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than
a MILLION every weekday 8 Largest Daily Circulation in America "8 More than a MILLION every weekday 8 Largest Daily
Circulation in America 8 More than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than a MIL
LION every weekday 8 Largest Dully Circulation in America 8 More than a MILLION every weekday 8 Largest Daily Circu
lation in America^ More than a MILLION every weekday 8 Largest Daily Circulation in America 8 More than a MILLION

ADVERTISING AND SELLING

July 14, 1926

PLANNED
ADVERTISING

Keg. V. S. I'ul. Off.

Goods that
exist in
men's minds

AMONG goods that you can see,
feel, hear, smell or taste, it is
comparatively easy to select those you
like best. Which of these neckties,
suits of clothes, automobiles or brands
of mayonnaise do you prefer? Easy!

When the goods you may want to
buy exist only in men's minds — ideas
— that's something else again. That's
hard !

Buying ideas for marketing and ad-
vertising is an example. They are
presented to you from all sides. At
first you are fascinated by some of
them. On second thought you realize
that they are premature. You know
that those who offer them have made
no real, inside study of your business.
Because they are premature they are
hazy, indistinct, confusing and it is
difficult to judge their value.

The "Plan" is a solution

By our method of "Planned Adver-
tising" premature ideas are not sub-
mitted on speculation in advance.
What happens is this. For a period
varying from two to four months a
group of six to twelve of our men
make a thorough study of your mar-
keting and advertising problems.

At the end a complete, practical,
definite marketing and advertising
"Plan" is presented with a budget of
expenses for the things recommended
and a budget of sales expectancy.
You get the benefit of a combined
outside viewpoint with varied and
specialized experience applied t>> your
particular business in a practical way.

The ideas presented are the resi
hard work rather than of inspiration. They
are so clearly and logically presented that
it is easy for you to judge their value.

What does it cost?

All this costs yon only a nominal fee
agreed upon in advance You are not
committed to any expenditure for adver-
tising space. You have an opportunity to
judge our ability while we arc at work
on your own product before you are
expected to authorize us to spend your
money.

/ vou a copy of " I h< "ti
ration of a Marketing II
Plan"? 7h this book Mr. II.
explains tnorc fully the methods
■ - 1 ting/'

3 1

'if

CHARLES W. HOYT COMPANY

Incorporated

Planned advertising

Ret). V. 8. Pal Off.

116 West 32d St.. New York

Ion Springfield. M ISS.

Winston Salem, N. C

time competition from other advertisers
or non-advertisers will force it to re-
duce that profit or go to the wall.

The concern which advertises not
wisely, but too well (that is, well from
the standpoint of the sellers of adver-
tising space) is also free to do so if it
pleases. There is so far no Federal
Inspector to "O.K." advertising ap-
propriations— and here let us rap on
wood. But competition commands an
enforcement service infinitely sure, if
slower. The inefficient advertiser, or
the advertiser who allows his advertis-
ing- to be inefficiently conducted for
him, is going to be squeezed by his
competitors sooner or later either into
efficiency or retirement. In either
event economic law will win.

If the advertising of a product does
not make that product more worth
while to the consumer than its com-
peting products, the public will soon
enough let the manufacturer know
about it by the simple process of
abandoning that product for others.

There has recently been some talk
of a campaign of propaganda to sell
the public on the value of advertising.
May I suggest with all due humility,
and with an apology for directing my
warmed-over wise crack, not at the
heads of defenseless bakers, but at
those of my fellow advertising men, that
the public is less interested in the value
of advertising than it is in the value
of advertised goods, and that the first
question for us to ask ourselves is
whether or not our commodities are
really worth more to the consumer in
terms of dollars and trouble than un-
advertised goods of the same class.
Those of us who can't answer yes to
this question had better first go to
work to improve either their goods or
their advertising, or both. And those
of us who find that we can answer yes
will, I think, find there is very little
need of preaching the sacred cause of
advertising to the public. For the
public's favorable opinion of well-
advertised merchandise is already on
record. It can be found in our own
sales ledgers.

Photographs That Sell
Machinery

[continued from page 32]

ture tell the story. I have had too
many photographs to retake because I
didn't notice that a grease cup was
missing from an important bearing or
some part had not been bolted into
place. It is a good plan to stand by
the Kodak after all is ready and make
a final inspection yourself.

Far be it from me to add to the
volumes written on the value of action
in illustrations, but it does save para-
graph on paragraph of copy, and the
i iid nation of action certainly makes a
photograph "rate" a second look. Ac-
tion, preferably posed, is not hard to
get into a photograph. There are a
few precautions to take, however. The

Your
Salesmen

should have as good tools
as these —

rolls-roce

BUILETIN

houxe fubhixhinc
Review

•ma* MJvHraw mvke kjiutw

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
case.

GEM BINDERS in Style "GB" are cov-
ered with heavy quality Art Fabrikoid;
they can be washed, if necessary, for the
removal of hand stains, without affecting
the surface color or finish of the material.

May We Submit Specimens
for Inspection Purposes?

THE H. R. HUNTTING CO.

WorthinRton Street
SPR1NGF1EI D, MASS.

July 14, 1926

ADVERTISING AND SELLING

Even Caesar Laughs

"I C A M E ! I S AW !
I CONQUERED!"

Prettv bombastic, even for Caesar.
And later history showed just
how much of Britain he had really
conquered — a little strip be-
tween London and the English
Channel! So, no wonder his own
words amuse him now. Even Caesar laughs.
And vet there are some manufacturers

visiting for over thirty-six years!
Over a million homes! And
now good roads and automobiles
are bringing the people of these
homes to the towns of 10,000
population and under where they
buy over half the goods sold.

Comfort is their old friend.
Thev relv on its advertisements.
Let Comfort carry your message to its
million subscribers, help you with your

tilted back in their chairs, a vent — vidi — vici distribution problems, and aid you in con-

smile ot self-satisfaction on their faces. Thev
think they have seen and conquered the en-
tire American market. They really believe it
when they advertise their goods, "For sale at
all dealers!" As a matter of fact they have
conquered only a strip — the big city trade.
How about the rest of the country ?

If thev could onlv see the rich rural

quering this newly active rural market.

Write to our nearest office for further
information.

market that Comfort Magazine has heen ■.

THE KEY TO HAPPINESS AND SUCCESS IN OVER A MILLION
FARM HOMES

AUGUSTA, MAINE

NEW YORK • 250 Park Ave. ■ CHICAGO • 1 635 Marquette BIdg.

AST FORMS CLOSE l8TH OF SECOND MONTH PRECEDING DATE OF ISSUB

ADVERTISING AND SELLING

July 14, 1926

Advertisers' Index

<flSt£)

[«]

[*]

Calkins & Holden, Inc 57

('amine Paper Co.. Martin 90

Chalfonte-Haddon Hall 66

Chicago Daily News, The

Inside Front Cover

Christian Science Monitor 35

Cincinnati Enquirer, The 47

College Humor 65

Comfort 79

Commerce Photo-Print Corp 63

[«*]

Dairymen's League News 60

Dallas Morning News 56

Denne & Co, Ltd., A.J 56

Detroit Times, The 51

[e]

Einson-Freeman Co 74

Empire Hotel 56

Evans-Winter-Hebb. Inc 48

[/]

Federal Advertising Agency 37

Fort Worth Star-Telegram 74

French Line Inside Back Cover

[*]

Gatcbel & Manning. Inc 50

Geyer Co 6

Gibbons, J. J., Ltd 76

Cood Housekeeping 39

[/]

Ajax Photo Print Co 56

Allen Business Papers, Inc., The 52

American Lumberman 68

American Press Association 13

American Telegraph and Telephone Co. 68
Architectural Record, The 67

Jewish Daily Forward, The 75

[*]

Katz Special Advertising Agency 53

Knit Goods Pub. Co 66

Baker's Helper 75

Bakers Weekly 68

Barton. Durstine & Osborn, Inc 31

Batten Co.. Geo 10

Birmingham News, The 7

Boot & Shoe Recorder 75

Boston Globe, The 14-15

Buffalo Evening News, The 11

Buffalo Times 69

Business Bourse. The 66

Butterick Publishing Co Insert 66-67

[«]

Liberty Magazine 54-55

Literary Digest 73

Lillibridge, Ray D., Inc 61-62

[»]

Market Place 76

Marx-Flarsheim Co 66

McCann Co.. The H. K 18

McGraw-Hill Book Co.. Inc 70

McGraw-Hill Catalog & Directory Co.,

Inc '....8889

Mergenthaler Linotype Company 81

Mexican Rotogravure Co 74

National Outdoor Advertising Bureau. 59

National Petroleum News Back Cover

National Register Publishing Co., Inc.. 63

Nation's Business 8

Neil House 75

New York Daily News 77

New York Sun 9

New York Times 16

Nugents (The Garment Weekly) 52

[o]

Oil Trade Journal 67

iiIsI.iIi.iiii.iii Publishing Co 49

Oral Hygiene 67

[P]

Power

L>]

Richards Co, Inc, Joseph 3

Ronalds Press 43

[»]

Saunders Drive-It- Yourself System, Inc. 41

Selling Aid 63

Sinimons-Boardman Publishing Co.... 33

Smart Set 34

St. Louis Globe-Democrat 71

St. Louis Post Dispatch. . .Insert Bet. 511-51
System Magazine 82

House Beautiful 45

Hoyl Co.. Charles W 78

I limiting Co., The H. B 78

T.-\tile World

[«*]

[gelstroem Co.. The John 63

Indianapolis News. The I W <-t Virginia Paper and Pulp Co.

Industrial Power 72 Insert Bet.

74-75

photo must be taken faster, for it is
hard for a man to hold a position
steadily for any length of time. And
operators of machines must always be
cautioned to watch their work. If left
to themselves, they look dumbly at the
Kodak, and the picture is a dud as far
as any indication of action is con-
cerned.

The lighting for our photographs has
kept us experimenting. Our shops are
very well lighted, but all too frequently
the upper parts of our first few photo-
graphs were fully timed, while the
lower and under parts were drab and
dull. In our search for the true in-
wardness of the solution, we have
tried unadulterated daylight, large
flashlights, several small flashes in dif-
ferent places, flood lights and even a
1000-watt theatrical spotlight.

NOW we seldom rely on daylight,
which varies so much that a
formula is out of the question. Our
lighting equipment for shop photos con-
sists of an ordinary industrial deep
bowl, enameled steel reflector with a
500-watt bulb for general illumina-
tion, and a 1000-watt spotlight for
highlighting.

Our method of lighting a medium-
sized machine is to use only the deep
bowl reflector. This is moved around
slowly on one side of the Kodak (being
careful to shield the lens from the
direct light) for somewhat more than
half of the period of exposure. Then
shift to the other side of the Kodak
for the rest of the exposure. The light
is held by hand and by shifting slowly
up and down and back and forth, hard
shadows are avoided. By lighting one
side a little longer than the other, our
source of light is apparently from one
direction and the perspective is im-
proved. Black shadows are avoided
and recesses are well illuminated. The
beam of light from the reflector is con-
centrated enough to be reflected back
into the Kodak from certain parts,
giving catch lights which bring out
outline and save us dollars in retouch-
ing for detail.

When taking larger machines and
also installations where a flashlight
would be dangerous, our theatrical
spotlight is invaluable. With the Ko-
dak in position, we set the spotlight
slightly behind and slightly above the
lens. When the shutter is opened we
start sweeping the entire length of the
machine with the beam of the spot-
light, allowing the light to linger in
dark corners and on parts which need
emphasis. The results are surprising-
ly good, for the light is absolutely un-
der control — the distant parts can be
given more light to compensate for the
loss in intensity caused by distance.

Flashlights are useful but somewhat
dangerous in dusty places and around
paint tanks, so we seldom try them ex-
cept where we cannot get electric cur-
rent for our incandescent lights or
must take a picture fast. We have
come to depend almost entirely upon
our artificial light, and can tell very
closely what our results will be.

ADVERTISING AND SELLING

"9|

f
I

[ i

A RESOLUTION

ADOPTED BY THE

ASSOCIATION OF NATIONAL ADVERTISERS

Whereas national advertisers who give a great deal of time, attention
and money to the preparation of high grade newspaper advertising neces-
sarily suffer by having such advertising overwhelmed by local advertising
that consists largely of blocks laid on heavily in type, lettering, banners,
squares, circles, sweeping curves, follow-the-arrow lines, backgrounds,
embellishments and smudges generally, and

Whereas the general newspaper tendency typographically seems to be
to make this condition worse instead of trying to correct it, and

Whereas unless something is done to clean up this phase of newspaper
advertising we are bound to have increasing complaints that advertising
doesn't pay.

Be IT RESOLVED that the Association of National Advertisers, assembled
in convention at Chicago, May io, 1 1 and 12, 1926, go on record as favor-
ing a typographical clean-up in newspaper advertising and

Be IT FURTHER RESOLVED that this Association recommend the matter
to the attention of the American Newspaper Publishers Association and
the AA.A.A. and the Newspaper Committee to be hereby instructed to
organize and conduct an educational campaign among newspapers of the
country until relief is secured from this intolerable situation.

To any one interested in this campaign we will be glad to send a copy of the article

"lacherlicheschriften" (Ludicrous Types) which originally appeared in

the Linotype Bulletin. The ivide circulation of this article has done much

to arouse both publishers and advertisers to the injury which these

typographic monstrosities do to legitimate advertising

Q trope LiNQTYPEM°RK!)

MERGENTHALER LINOTYPE COMPANY

DEPARTMENT OF LINOTYPE TYPOGRAPHY, 461 EIGHTH AVENUE, NEW YORK

Composed in Linotype GaramonJ. Borders, 12 Point No. G-5. No. G-6R. No. G-iL, No. G-7K. No. G--L. •»»</ 6 r->nil 1309,1

ADVERTISING AND SELLING

July 14, 1926

cjjje

Business
Weather-map

he Business Weather Map
the July issue.

34o5 Business Leaders%te~

"oA gentle-yet positive-
readjustment continues-

HERE again are facts that answer "How's Business?" from every
section of the country — facts for business men from business
men. The "vote" is verified and explained by individual references to
specific locality as well as area conditions. These references may have a
definite bearing on your merchandising plans.

20,186 members of The Council on The Business Trend are helping

System, the Magazine of Business, obtain this authentic picture of
business as it actually exists. Five thousand heads of highly rated estab-
lishments are reporting their own situation out of appreciation for the
"vote" of 15,000 others reporting quarterly in the months to come.

The Business Weather Map, together with "What Washington Offers
Business This Month," "Keeping in Touch in 12 Minutes," "The Under-
lying Trend of Business," and other regular monthly features, are the
fruits of a quarter-century of strict adherence to a policy of helping
Business help itself.

July Issue Now on the Newsstands

Hu MAGAZINE of BUSINESS

NEW YORK

CHICAGO

LONDON

Issue of July 14, 1926

The NEWS DIGEST

A complete digest of the news of advertising and selling is here compiled
for quick and convenient reference So The Editor will be glad to receive
items of news for inclusion in this department &&■ Address Advertising
and Selling, Number Nine East Thirty-eighth Street, New York City

CHANGES IN PERSONNEL

Name

Former Company and Position

J. A. McDonald Lord & Thomas, New York.

Hawley Turner Corman Co., Inc., New York, Vice Pres. .

J. X. Kennelly Blum's Adv. Agency, Los Angeles, Mgr. .

Warren S. Chapin Chapin, Burnett & Foye, Springfield, Mass

Partner

Raycroft Welsh United States Army, Major, Air Service..

Louis D. Waldron Phillips Wire Co., New York, Sales Mgr.

Robert A. Balzari Westinghouse Electric & Mfg. Co., San..

Francisco, Division Sales Mgr.

B. M. Hotter Cutler-Hammer Mfg. Co., Phila., Pa

Howard I. Shaw "On The Air," Chicago, Adv. Mgr

George M. Bertram. . . .The James Fisher Co., Vice-Pres

C H. Carlisle Goodyear Tire & Rubber Co. of Canada,.

Ltd., Gen. Mgr.
Arthur Roeder United States Radium Corp., New York . .

Pres.
W. T. Denniston Thresher Service, New York

Now Associated With

.Evans, Kip & Hackett, Inc.,

New York

Criterion Adv. Co., Chicago

i Reuben H. Donnelly Corp

Los Angeles
Aetna Casualty & Surety Co.,

Hartford. Conn.
McGraw-Hill Publications, New York.
McGraw-Hill Publications, New York
.McGraw-Hill Publications, New York

. Same Company, Boston

• J. V. Gilmore Co., Chicago

. Lever Bros., Canada

Same Company

Position
Space Buyer

Vice-Pres.
Pacific Coast Mgr.

Joseph O'Neill Goodyear Tire & Rubber Co., Dept. Mgr.

John M. Nixon Smith, Sturgis & Moore, Inc., New York.

Allen L. Woodworth. .Liberty Yeast Co., New York, Gen. Mgr..

American Linseed Co., New York. .

Klau-Van Pietersom-Dunlap-Young-

green Agency. Milwaukee
.Imperial Electric Co., Akron, Ohio.

E. T. Howard Co., New York

.Duz Co., New York

Morgan W. Price Simmons Co., Chicago, Sales Mgr Same Company

Robert C. Marley Montgomery Ward & Co., Chicago The Caples Co., Chicago

Thomas L. Masson, Jr.. "House and Garden," New York, New. .Same Co., Boston

England Sales Rep.
M. S. Knight Street & Finney, Inc., New York The Caples Co., Tampa, Fla

F. L. Hall The Alfocorn Milling Co., St. Louis, Mo. .The Corno Mills Co., East St. Louis. .

Adv. Mgr. 111.
Stanley Clague, Jr Modern Hospital Publishing Co., Chicago. Same Company

Circulation Mgr.
C. V. Franks Riddle Furniture Co., Louisville, Ky.. . .Standard Printing Co., Louisville, Ky

Adv. Mgr.
Amory L. Ha;kell General Motors Export Co., New York. .Triplex Safety Glass Co., of North..

Vice-Pres. and Gen. Mgr. America, Hoboken, N. J.

Oswald C. MacCarthy. Valentine & Co., New York Crosman Arms Co., Rochester, N. Y.

Ass't Sales Mgr.

E. R. Harris Izzard Co., Portland, Ore Same Co., Tacoma, Wash

Merritt Bond "New York Evening Post," Barton, Durstine & Osborn, Inc....

Managing Editor New York
E. C. Sullivan "Chicago Evening American," "Wisconsin News," Milwaukee

National Adv. Dept.
Harry King Tottle. .. .King Features Syndicate, New York Fruit Dispatch Co., New York

Promotion Mgr.

Spencer VaneVrbilt . . .Critchfield & Co., Inc., New York N. W. Ayer & Son, Philadelphia....

Milton D. Youngren. . .Chicago Tribune Co., Ass't Art Mgr The Chicago Art Service

S. L. Calhoun Oil Trade Journal, Inc., Tulsa, Okla Same Company, Pittsburgh

In Charge of Mid-Continent Office
A. G. Winkler "Oil Trade and Fuel Oil," Tulsa, Okla... Same Company, Pittsburgh

Associate Editor
Kendall B. Cressey ...Bridgeport Times Co., Bridgeport, Conn. .Resigned

Pres. and Treas.

C. B. Gillispie "Chronicle," Houston, Texas, Mgr. -Editor. Same Company

Charles R. Wiers National Shawmut Bank, Boston Charles R. Wiers, Boston

Ass't Vice-Pres.

G. L. Hodge Pierce Arrow Motor Co., Buffalo Lepel Ignition Corp., New York...

George W. Van Cleave. Northwestern Terra Cotta Co., Chicago. . .Same Company

Sec'y and Sales Mgr.
Louis Paul Graham. . . .Porter-Eastman Byrne, Chicago George L. Dyer Co., Chicago

Copy Chief

A. C. Barnett Kling-Gibson Co., Chicago The Adv. Corp., Chicago

Frederick T. Lincoln. ."Concrete," Chicago, Eastern Mgr Resigned

Elias C. Lyndon Carl J. Balliett, Inc., Greensboro, N. C. . .Elias C. Lyndon, Inc., Charlotte, N.C.

Division Mgr.
N. Dewitt Farrar CeciL Barreto & Cecil, Inc., Richmond, ..Elias C. Lyndon, Inc., Charlotte, N.C.

Va., Art Director

Adv. Mgr.

Statistical Dept.
Gen. Mgr., Eastern District
.Marketing Counsel, Atlantic
District

.Mgr.

.Acc't Executive

.Adv. Mgr.

.Pres. & Gen. Mgr.

. Executive Vice-Pres.

.Plan & Copy

.Adv. & Sales Prom. Mgr.

.Acc't Executive

. Vice-Pres. & Gen. Sales

Mgr.
. Vice-Pres. & Gen. Sales

Mgr., Central Division
. Vice-Pres.
■ Mgr.

.Mgr.
.Sales Mgr.

.Ass't Treas. & Circulation

Mgr.
Service Mgr.

Pres.

Sales Mgr.

Mgr.
Acc't Exec.

National Adv. Mgr.

Ass't to Vice-Pres. & Gen.

Mgr.
Copy Dept.
Pres.
Mgr.

Service Mgr.

Vice-Pres.
Owner

Gen. Mgr.

Vice-Pres. in Cluirge of

Sales and Adv.
Copy and Contact

Mgr.

Sec'y and Mgr.

Art Director

ADVERTISING AND SELLING

July 14, 1926

Some advertisers trace
their success in Smart Set
to the exceptionally
large, monthly circula-
tion bonuses.

Others attribute gratify-
ing returns to the fact
that 69.3% of Smart Set's
circulation goes to the
657 trading centers where
70% of the nation's busi-
ness is done and 662/3%
of all Federal Income
Taxes are paid.

Be Yourself!

Isn't that expression typical of the younger element? Dis-
satisfied youth, steering clear of false values, reaches up-
wards for those necessities and luxuries which the older
generation never dreamed of possessing.

More and more advertisers are becoming keenly aware of
this new market. They recognize this change in the buying
trend. Steadily increasing numbers of them are success-
fully selling Smart Set's aggressive, forward-looking young
people.

Smart Set's amazingly rapid growth — from 30,000 past the
half-million mark — shows that youth, even in reading pref-
erences, demands the truth.

At the present you can buy Smart Set's half-million at the
price of 400,000 net paid — $2.00 a line and $850 a page.
The October issue closes July 20th. Buy now and make
sure of a large circulation bonus.

If you have already felt the demands of the younger genera-
tion, you know of the rich returns Smart Set offers. But,
if you have yet to make friends with youth, make them your
buyers now through their own magazine, for —

Smart Set reaches the younger element, the buying element
of today and of many tomorrows.

MMLT

R. E. BERLIN, Business Manager

119 West 40th St., New York

Chicago Office, 360 N. Michigan Ave.

July 14, 1926 ADVERTISING AND SELLING 85

VSJ? • The NEWS DIGEST • A.'L

CHANGES IN PERSONNEL {Continued)

Name Former Company and Position Now Associated With Position

Arthur W. Wilson Thresher Adv. Service, Inc., New York. . .Wilson & Bristol, New York Partner

Ernest M. Bristol Alfred H. Smith Co., New York Wilson & Bristol, New York Partner

Sec'y and Adv. Mgr.
L. W. Rolfe Simmons Machine Tool Co, Troy, N. Y... Taylor Electric Truck Co, Troy . .Sales Mgr.

Director of Sales and Adv. N. Y.

Robert W. Gillispie. ..Bethlehem Steel Co, Pittsburgh, Pa Jeffrey Mfg. Co, Columbus, Ohio ... Vice-Pres. & Ass't Gen. Mgr.

Executive, Sales Dept.
Peter J. Massey W. F. Hall Printing Co, Chicago Same Company Vice-Pres.

Cluirge of Production
Bradley Williams ....Williams Piano & Organ Co, Chicago ..Williams & Cunnyngham, Inc Mgr. Research Dept.

Sec'y and Sales Mgr. Chicago
J. F. Warbasse Macfadden Publications, Inc, New York.. "Smart Set" and "McClure's," Adv. Prom. Mgr.

Ass't Adv. Prom. Mgr. New York
Harold A. Wright Critchfield & Co, Inc, Chicago Roche Adv. Co, Chicago Copy Staff Chief

Copy Staff Chief
Walter A. Poos The Peninsular Paper Co, Ypsilanti,. .. The Miami Valley Coated Paper Co.. .Vice-Pres. and Sales Mgr,

Mich, Ass't Sales Mgr. Franklin, Ohio

Charles C. Napier "Dry Goods Economist," New York Chatham Adv. Agency, New York.. Copy and Production

Retail Service Dept.

Homer L. Rank Bonnot Co, Canton, Ohio, Sales Mgr Strong-Scott Mfg. Co, Minneapolis. .Sales Mgr., Fuel Pulverizei

Dept.
J. B. Fitzgerald "Four L Lumber News," Portland, Ore... West Coast Lumber Trade Extension. In Charge of Publicity

Editor Bureau, Seattle, Wash.

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS

Name Address Product Now Advertising Through

The Smokador Mfg. Co, Inc New York "Smokador" Smoking . . . The Corman Co., Inc, New York

Stands

The Reliance Casualty Insurance Co . . Newark, N.J Insurance World Wide Adv. Corp., New York

Robert Reis & Co New York Men's Underwear Erwin, Wasey & Co, New York

Robert Bosch Magneto Co New York Auto. Accessories Ajax Adv. Agency, Inc, New York

The AIvey-Ferguson Co Oakley, Cinciimati Conveying Mch'y The Marx-Flarsheim Co, Cincinnati

West Electric Hair Curler Corp Philadelphia Toilet Requisites Cecil Barreto & Cecil, Inc, New York

Westinghouse Union Battery Com-. .Pittsburgh, Pa Radio and Automobile .The Sweeney & James Co, Inc, Cleveland

pany Accessories

Scranton Glass Instrument Co Scranton, Pa Radio Instruments J. H. Cross, Co, Inc, Phila.

The Pennsylvania Piston Ring Co. . .Cleveland, Ohio "Sec-Shonpack" Piston. .Oliver M. Byerly, Cleveland, Ohio

Rings

The Gosman Ginger Ale Company. .Baltimore, Md Ginger Ale The Joseph Katz Co, Baltimore, Md.

Associated Men's Neckwear Indus-.. New York Neckwear Mfri. Assn. .. Federal Adv. Agency, Inc, New York

tries

General Cigar Co New York "Van Dyke" Cigars Federal Adv. Agency, Inc, New York

Metal Textile Corp Orange, N. J Utensil Cleaners Federal Adv. Agency, Inc, New York

Kuttroff, Pickhardt & Co, Inc New York Solvents and Fertilizing. Hazard Adv. Corp, New York

Materials

Fritz & La Rue Co New York Importers of Oriental ... Hazard Adv. Corp, New York

Rugs

The Lakeland Resorts, Inc Chicago Real Estate Development.Frank B. White Co, Chicago

Lepel Ignition Corp New York "LepeF ' Converters .... Wm. H. Rankin Co., Inc., New York

* The Jacobson Mfg. Co Newark, N. J. Depend-Oil Heaters .... Wm. H. Rankin Co., Inc., New York

John Jelke Co Chicago Nut Margarine John H. Dunham Co, Inc, Chicago

Alice Foote MacDougall New York Coffee and Pottery W. I. Tracy, Inc, New York

Church & Dwight Co, Inc New York Baking Soda Dorrance, Sullivan & Co, New York

Commercial Investment Trust New York Investments Hawley Advertising Co, Inc., New York

Corporation
Oyster Growers' & Dealers' Ass'n..New York Oysters Tauber Advertising Agency, Inc, Washing-

of North America ton, D. C.

Turner Bros Bladen, Nebraska Glass Cloth Buchanan-Thomas Advertising Co, Omaha

Neb.

Arcade Mfg. Co Freeport, 111 Toys and Mach'y Williams & Cunnyngham, Chicago

J. D. Wallace & Co Chicago Portable Woodworking. .Williams & Cunnyngham, Chicago

Mach'y

Roddis Lumber & Veneer Co Marshfield, Wis Veneer Doors Williams & Cunnyngham, Chicago

Caradine Harvest Hat Co St. Louis, Mo Straw Hats D'Arcy Advertising Co, Inc., St. Louis

Frederick K. Stearns & Co Detroit Pharmaceutical Products.George Harrison Phelps, Inc, Detroit

Dawn Corporation New York Candy Pratt & Lindsey Co, Inc, New York

John Boyle & Co, Inc New York Luggage The Manternach Co, Hartford, Conn.

G. A. Blasser Associates New York Real Estate The Pratt & Lindsey Co, Inc.. New York

The American Enameled Brick &. . New York Brick and Tile Lyddon & Hanford Co., Inc., New York

Tile Co.

The F. Mayer Boot & Shoe Co Milwaukee Women's Shoes Olson & Enzinger, Inc, Milwaukee

The Petroleum Heat & Power Co New York Oil Burners George Batten Co, Inc, New York

James Field Co, Inc Rochester, N. Y Awnings and Tents . . . . Hutchins Advertising Co, Rochester, N. Y.

A. P. Babcock Co New York Toilet Preparations Dorland Agency, Inc, New York

•This company is owned and controlled by the Metropolitan Lumber Co, Newark, N. J.

ADVERTISING AND SELLING

July 14, 1926

©!

!©

Complete Coverage of
the Textile Industry

Interested in tex-
tile trade marks?

If so, you will want a
copy of the new edi-
tion of the Directory
of Branded Textile
Merchandise — a Tex-
tile World puhlica-
tion. Contains over
27,000 textile trade
marks and tells kind
of product, owner,
method of sale and
« h «■ t h <■ r registered.
Postpaid, $."> per copy.

Largest Net Paid at High-
est Subscription Price. The
Backbone of Every Suc-
cessful Sales Plan Cover-
ing the Textile Industry

The Standard Book of Specifi-
cations for Buyers of Textile
Machinery, Supplies and
Equipment. 1926-27 Edition
Noiv Closing

The
Business Guide
of the Industry

Our Weekly Service
for Clients

Inulr Advucr <Vw»

iMraHal

. -■-.

ssgrr;

SffiS'

iBKUBi

Member

Audit Bureau of

Circulations

Tbcdle^brld

334 Fourth Avenue

New York

Member

Associated Business

Papers, Inc.

=©

July 14, 1926

ADVERTISING AND SELLING

Advertising £T*f \T1~' IV7C rXT/^rjOnn Issue of

& Selling

. The NEWS DIGEST ♦

July 14, 1926

eXi6

NEW ADVERTISING AGENCIES AND SERVICES, ETC.

The Stanley H. Jack Co., Inc.Aquila Court, Omaha, Nebr Advertising Agency. Stanley H. Jack, Pres. & Treas.

Edward F. Leary, Vice-Pres.
B. P. K i--. in. . Sec'y

Elias C. Lyndon, Inc Charlotte, N. C Advertising Agency. F. H. Bierman, Pres.; E. C. Lyndon,

Sec'y and Mgr.; Everette C. Bier-
man, Treas.

Wilson & Bristol 285 Madison Ave., New York Advertising Agency. Arthur Wilson and Ernest M. Bristol,

Partners
Leon Livingston 625 Market St., San Francisco Advertising Agency. Leon Livingston, Owner

PUBLICATION CHANGES AND APPOINTMENTS

"The Fellowship Forum," Washington, D. C... Appoints Rhodes & Leisenring Co., Chicago, as Western Advertising Representative

and A. H. Greener as Eastern Advertising Representative

"Better Busses and Motor Coach Transpor-. . . .Name changed to "Motor Coach Transportation," effective with July issue.
tation," Pittsburgh, Pa.

"Golfers Magazine," Chicago Appoints F. E. M. Cole, Inc., Chicago, as Western Advertising Representatives cov-
ering all territory west of Buffalo, N. Y.

Industrial Institute, Inc., Los Angeles Has absorbed the Technical Publishing Co., Los Angeles, publishers of "Deisel &

Oil Engine Journal." Headquarters will be located at 280-81 I. W. Hellman Bldg.,
Los Angeles.

"Press," Asbury Park, N. J Appoints Howland & Howland, New York as National Advertising Representative.

"Gazette," Haverhill, Mass Appoints Charles H Eddy & Co., New York as National Advertising Representative.

The State Gazette, Trenton Purchased by the Times, Trenton James Kerney, Ed. & Pub.

MISCELLANEOUS

The Motion Picture Consultants, Inc., Have merged as the Stanley Adv. Co A. Pam BlumenthaJ, Pres.

New York and the Stanley Co. of America, B. K. Blake, Vice-Pres. in

Philadelphia, Pa. Clwrge of Production

Livermore & Knight, Providence Has purchased the business and good will of tie John Buchanan Advertising Agency

of Boston
The Dayton Fan & Motor Company, Dayton.. Has changed its name to the Day-Fan Electric Company.
Ohio

Kendall Cressey Has sold his controlling interest in the Bridgeport Times Company, Bridgeport, Conn.

New owners will be announced later.

Charles R. Wiers Has started business as Letter Counsellor and Good Will Specialist with offices at 524

Park Square Building, Boston

Oil Trade Journal, Inc., Tulsa, Okla New Office at 4737 Ellsworth Ave, Pittsburgh, Pa S. L. Calhoun, Mgr.

Jesse H Jones Purchased "Chronicle," Houston, Texas Jesse H. Jones, Pres.

C. B. Gillispie, Vice-Pres.

and Editor
G. J. Palmer, Vice-Pres.
and Gen'l Mgr.

The Advertising Corp., Waterloo, la New office 446 Wrigley Bldg., Chicago A. C. Burnett, Mgr.

Grand Rapids Refrigerator Company, Grand.. Name changed to Leonard Refrigerator Company Henry W. Burritt, Pres.; A.

Rapids, Mich. H. Goss, Chairman of the

Board; C. H. Leonard,
Director
George Edwards, Chairman
of Board; Joseph Ewing,
Pres.; Thomas M. Jones,
Vice-Pres.; John Rooney,
Sec'y

George W. Edwards & Co, Philadelphia, and.
Joseph Ewing, New York

Merged, effective July 1, with name of Edwards, Ewing.
& Jones and offices at Philadelphia and New York.
This will function as an advertising agency and a
marketing counsel.

CHANGES IN ADDRESSES

Advertising Agencies and Services, Publications, etc.
Name Business From To

Jesse M. Joseph Advertising Co Advertising Agency ...601-603 Union Central Building. . .1801 Reading Road, Cincinnati

Cincinnati, Ohio

Collegiate Special Agency Newspaper Represen-. .37 So. Wabash Ave, Chicago. .. .612 No. Michigan Ave, Chicago

tative

"Buildings and Building Management". Publication 132 West 42d Street, New York.. 100 East 42d St, New York

"Scientific American" Publication 233 Broadway, New York 24-26 West 40th St, New York

ADVERTISING AND SELLING

July 14, 1926

Announcing a Plan ol

for Electrical &

St VERY manufacturer sell-
*^ ing to the Electrical or
Radio Industry knows the
appalling waste entailed in
catalog distribution and the
difficulty of maintaining cat-
alog data {having it saved
and used) with the thousands
of buyers comprising his
market.

It is estimated that fully 90%
of the catalogs, bulletins, etc.,
sent out by manufacturers
are discarded, lost, or hap-
hazardly "filed away" so that
they cannot possibly serve
the purpose for which they
are intended.

The blame for this waste
cannot be laid to the buyer.
He cannot be expected to
classify, file and properly
index all the vast quantity
of literature mailed to him
— amounting to thousands
of pieces in the course of a
year. He has neither the

time, the facilities,
nor the inclin
ation.

Y e t
every
buye r
would
find it
an advan-
tage to have
catalog
data on pro-
ducts in which,
he is interested
always avail-
able at his finger tips — so

that he would not have to write and
wait for information.

This is the situation for which the
McGraw-Hill Publishing Company
now offers a solution.

The Plan

The plan involves the bringing out
of three Consolidated Catalogs —
one to serve the Electrical Trade;
another the Electrical Engineers of
Lighting, Power and Industrial
Plants and Railways; and the third,
the Radio Industry.

July 14, 1926

ADVERTISING AND SELLING

Permanent Cataloging
\adio Products

^dUMr-i

«§2

1. The McGraw-Hill Catalogs will be
substantially bound volumes of conveni-
ent reference size (the standard advocated
by the National Association of Purchas-
ing Agents).

2. They will carry the Condensed Cata-
logs of representative manufacturers
whose products are used or sold in these
industries.

3. All products cataloged will be class-
ified, indexed and cross-indexed so that
they may quickly be found, without need-
less searching or delay.

4. A uniform typographical and copy
style for the catalogs will make it easy to
obtain the buying or reference informa-
tion desired — as all data will be presented
in a clear and concise order — devoid of
generalities and exaggerated claims.

5. The Catalogs will be distributed
among the substantial buyers in their re-
spective fields, who have real purchasing
power and who can use the Catalog to ad-
vantage in their buying.

We shall be glad to discuss the subject of Perma-
nent Cataloging with manufacturers or their ad-
vertising agents and to present full particulars
regarding the new Catalogs.

McGraw-Hill Catalog and
Directory Company, Inc*

475 Tenth Avenue

New York, N.Y.

ADVERTISING AND SELLING

July 14, 1926

The Demand That
Cantine Quality
Built * * *

"Printers and advertisers unite
in appreciation*

'nly by the use of papers
with superlative printing surfaces can you
realize a ///// return on an investment in
costly art work, engraving and presswork.

The delicate serifs of a beautiful type face,
details of expensive color-plate work and
the effectiveness of fine screen or line re-
production are often lost, or impaired, by
the poor printing surface of an "econom-
ical" paper.

Back in 1888, Martin Cantine subscribed
to a simple old philosophy in founding
his paper coating business — "It pays to
do one thing exceptionally well." His
original plant had an output of about
two tons a day. The working force
numbered thirteen.

Today the Cantine mills at Saugerties,
N. Y., produce from eighty to a hundred
tons of coated papers exclusively, a day!
And the payroll has increased to four
hundred. This healthy development has
been made possible by the growing esteem
which Cantine papers have been accorded
as the appreciation of them by both
printers and advertisers has spread.

Buyers of sales literature must, today, in-
sist on a maximum of impressiveness in

every piece of printed matter they send
out. Those who have made a careful
study of it know that the choice of paper
can easily halve or double the value of an
otherwise splendid piece of printing.

Be sure! For impressive, soft-toned ef-
fects on a dull-coated stock, specify —
Velvetone. For striking, sharply detailed
halftone reproduction — Ashokan. For all
extraordinary printing and folding re-
quirements— Canfold.

*Send for booklet "Martin Cantine and his Papers".

A handsome steel-engraved certificate is
awarded each quarter to the producers of the
most meritorious job of printing on a Cantine
paper. Write for details, book of sample
Cantine papers and name of nearest dis-
tributor. "The Martin Cantine Company,
Dept. 326, Saugerties, N. Y.

Cantuie^y

Canfold

Ashokan

NO I INAMCL BOOK

ESOPUS

Velvetone

u dull-Lap i*a<m

UthoCIS

COAT* D ON « flIDI

Advertising
& Sellin

PUBLISHED FORXN1GH

^i-

**-.

c£

Photograph by Baron De Meyer for Oneida Community, Ltd.

JULY 28, 1926

15 CENTS A COPY

In this issue:

"Common Sense in Selling" By William R. Basset; "What Changes May We
Expect in Radio Manufacturing?5" By H. A. Haring; "Do You Re-Sell Your
Product to the Customer Who Buys It3" By W. R. Hotchkin; "An Approach
to Direct Mail"; "Inquiries and Their Significance" By Don Francisco

Public uo.t...

advertising and selling

July 28, 1926

FOOD PRODUCTS Are a

Barometer of the Advertisers' Market

A NEWSPAPER proved most efficient for the advertising of
food products certainly is the most effective medium for reach-
ing the buyers of a city.

The Daily News leads the daily newspapers of Chicago in food
advertising* because it holds the confidence of the mass of news-
paper readers in Chicago — and especially readers of the type who
read and heed advertising.

To sell food products — or any other merchandise — in Chicago,
advertise them as the majority do — in The Daily News.

Through its 400,000 daily circulation — approximately 1,200,000
home readers — The Daily News offers advertisers not only the best
means of selling their products in Chicago but an unrivaled market
for the sale of their merchandise through a single newspaper.

The Daily News leads Chi-
cago daily newspapers both in
food products advertising and
in total display advertising.
Following is the comparison
for the first six months of
1926:

Food Products Advertising
The Daily News. 499.256 lines
Next paper. 436,643 lines

Total Display Advertising
The Daily News, 8.876,406 lines
Next paper, 7,365,533 lines

THE CHICAGO DAILY NEWS

First in Chicago

ADVERTISING REPRESENTATIVES

New York

J. B. Woodward

110 E. 42d St.

Detroit

Woodward & Kelly
Pine Arts Building

Chicago

Woodward & Kelly
360 N. Michigan Ave.

San Francisco

C. Geo. Krogness

353 First Natl Bank Bldg.

Publl b othei Wedi aj bj Advertising Fortnightly, Inc., 9 Easl 38th St., New York, N \ sni.-i ni.ii.m pr !•• f:: r

year. Volume 7. No. 7. Entered ai econd class matter .May 7. 1923, al Post Office at New STork under Ad of March 3, 18 < M.

July 28, 1926

ADVERTISING AND SELLING

Died

of a
Broken Oil Film

If your motor dies, on a
lonely road, because you run
out of gas, that's one story.
And you may even be able
to laugh at it— a week later.

"BUT-

.... if your motor dies because your oil
has failed, that's another tale and a sadder
one. For, there's nothing funny about a
dismal trip to a repair-shop. And still less
to laugh about the first of the month
when you ge: the bill.

Yet the failure of motor-oils is so
common that it is responsible for three-
fourths of all engine repairs. And most
motors that have wheezed their last tired
mile to an early grave died of a broken-
oil -film.

The motor oil's responsibility

A motor oil, in action, forms a thin
film over the vital parrs of a motor. This
film penetrates between all the whirling,
sliding surfaces and prevents destructive
chafing of metal against metal.

But the oil-film itself is subjected to
terrific punishment. It is lashed by
withering heat. It is ground by relentless
friction. Under that punishment the film
of ordinary oil often breaks and burns.

Through the broken, shattered film hot
metal chafes against hot metal Insidious
friction sets up its work of destruction.

Often before you know the
oil has failed, you have a
burned-out bearing.a scored cylinder ora
seized piston. That means big repair bills.
Because motor lubrication is a matter
of oil films, Tide Water technologists
spent years in studying and testing not
only oils but oil films. Finally they per-
fected, in Veedol an oil which gives the
"film of protection," thin as tissue, smooth

TiieFILMof
PROTECTION

that ■ -in txbttztd
ihtit toil Iind mitt it an tarty
jrat* and of J bnkta-tiljilm.

as silk, tough as steel. A fighting film
which resists to the uttermost deadly
heat and friction.

Hundreds of thousands of car-ownecs
have found, in Veedol, their motor's
most steadfast defender. Let the Veedol
"film of protection "safeguard your motor
and keep it sweet-running and free from
repairs.

Wherever a dealer displays the orange
and black Veedol sign, you will find the
Veedol Motor Protection Guide, a chart
which tells which Veedol oil your par-
ticular motor requires.

Complete Veedol Lubrication
Have your crankcase drained and re-
filled with the correct Veedol oil today.
Or, better still, let the dealer give you
complete Veedol lubrication — the "film
of protection" for every part of your car.

Tide Water Oil Sales Corporation,
Eleven Broadway,- New York. Branches
or warehouses in all principal cities.

An advertisement prepared for the Tide Water Oil Sales Corporation

Facts need never be dull

The man in the street isn't interested
in the life of Shelley. But call it "Ariel",
write it as a love story and you have — a
best seller.

The man in the street doesn't give a
thought to bacteriologists. But call
them "Microbe Hunters," make them
adventurers, and you have — a best seller.

The man in the street doesn't care
about biology. But call it "Why We
Behave Like Human Beings," write it

in the liveliest newspaper fashion, and
you have — a best seller.

The man in the car doesn't think
about motor oil. But call it the "Film
of Protection," write it as a mystery
story, and you have — a best seller.

We shall be glad to send interested
executives several notable examples of
advertising that has lifted difficult sub-
jects out of the welter of mediocrity.

Joseph Richards Company, 255 Park
Avenue, New York City.

\lCHARDS

Facts First— then Advertising

ADVERTISING AND SELLING

July 28. 1926

Truly
a

Capital

(T^O

In every sense of the word, Indian-
apolis is the capital of Indiana.

It is the largest city — more than
three times larger than any other.
It is at the geographical center of
the state, easily accessible from the
four corners through the magnificent
transportation system radiating from
the capital. It is the commercial,
financial, social, political, educational
and cultural capital of the state.

On every farm, in every village,town
and city, in every home and in every
corner store in Indiana, the influence
of the capital city is felt.

Distribution and sale, in every line,

follow the lead of Indianapolis. A
merchandiser, seeking his share of
the business originating from In-
diana's three million population,
must, imperatively, win it in In-
dianapolis first.

In the Indianapolis Radius lives two-
thirds of the population of the state.
All other markets divide the other
third.

And the influence of Indianapolis
over the other third is of paramount
importance.

The Indianapolis Radius is the zone
of concentrated circulation and in-
fluence of The Indianapolis News,
beyond all comparison Indiana's
greatest newspaper, by whatever
standard it may be judged.

f^)\'liR}' visitor to Indianapolis re-
Jo members the Soldiers' and Sailors'
^S Monument, a magnificent 300-
foot shaft of stone, rising from a circle in
the center of the city. It is, too, the center
of the state. A symbol of the stahcari
Americanism of Indiana, and of the
upward urge that has made Indianapolis.

THE INDIANAPOLIS NEWS

New York. ^DAN A CARROLL FRANK T. CARROLL, Advertising Director Chicago. J. E. LUTZ

110 East 42nd Street " The Tower Building

July 28, 1926

ADVERTISING AND SELLING

Everybody's Business

By Floyd W. Parsons

THE ladder of success
in business is built on
interrogations. The
man who wins today has
formed the habit of ques-
tioning the why and where-
fore of every happening.
Individual curiosity, mixed
with a healthy lack of re-
spect for tradition and prec-
edent, is the greatest force
now speeding up civiliza-
tion. Our most important
discoveries have come from
phenomena which everybody
has seen but only one has
noticed.

It is not possible in this
age of change and speed to
forecast correctly where a
new method or new ma-
terial will find its greatest
application. Because of this
the business executive of
the present can no longer
get ahead by attending
strictly to merely his own
business. The dangers that
threaten most industries are
from without; not from within. The discoverer of
tungsten never dreamed that this metal would one
day revolutionize illumination. In fact, tungsten had
no practical use or value for 100 years. The citizen of
ancient Greece who noticed that when he rubbed a
piece of amber on his toga the garment would attract
particles, had no idea whatever that this new knowl-
edge represented the first thought in the development
of a multitude of great electrical industries.

Opportunities still exist for the lowliest layman to
make the world's greatest discovery. In fact, know-
ing too much often handicaps progress. When Henry
Ford decided to make his own plate glass, he gave
the assignment to engineers who had never made
plate glass. The result was that these engineers, who
did not know what could not be done and who had
but little to forget, designed a glass plant that is
saving Ford two or three millions of dollars a year
over the old, established method.

All of us are handling objects each day that con-
tain undiscovered secrets which would revolutionize
life. Slowly but surely the veil covering the face of
futurity is being lifted and the treasures of hidden
knowledge disclosed. Dr. MacDougal, a close student
of plant physiology, has actually succeeded in produc-
ing a working model of a living cell. This cell grows
and absorbs sodium and potassium selectively in a
manner similar to the absorption action by plants. This
means that we have made a long step forward toward
producing light artificially. Dr. MacDougal's cell can-
not commence to function until someone has "thrown
the switch." In other words, man must upset the
balance and start things going. In the case of a
natural living cell this is not necessary, for nature

Courtesy General Electric Company

has provided an unknown
mechanism that functions
automatically.

Hardly less amazing are
the experiments of Smits
and Karssen, who have suc-
ceeded in changing base
lead into mercury. Who
can say how long it will be
before we change it into
gold on a commercial
scale ? What would then
happen to the currencies of
the nations of the world?

Dr. Harvey of Princeton
is on the trail of the heat-
less light that occurs in
certain animals such as the
firefly. In these luminiscent
insects, the production of
light is accomplished with-
out the generation of any
appreciable amount of heat.
At present, even with all
of our progress along this
line, the person buying a
dollar's worth of light pays
ninety cents for dark heat.
What a tremendous change
will come in life when we find the answer to this cold-
light problem.

Marconi and one of his associates have discovered a
way to use short waves so that we can conduct long-
distance wireless telegraphy in the daylight hours. Un-
til now it has been possible to do this only at night
because of the longer waves used. The marvelous ad-
vances taking place in the field of transmission by wire
are building a new industry. Who would have believed a
few years ago that we would soon be able to translate
electric currents into light and shade, and send pictures
from New York to San Francisco by telegraph. Tele-
phones are being placed on all of the better German
trains and notwithstanding that the train covers a
mile or more during an ordinary phone conversation,
the audibility leaves nothing to be desired. Pattern
designs in silk are now cabled across the ocean from
France to manufacturers in the United States. What
an advance all of this represents over the day of the
single iron wire that could carry but one message.

On every side of us new professions are being created
and new industries coming into action. From the be-
ginning of history one of the greatest fights of man has
been against the ravages of ice. We now see the
development of a new science — ice engineering. New
methods of ice control will save hundreds of lives and
millions in property every year. Cutting the cost of
handling snow and ice in cities will cut our tax bills
materially. One remedy for this ice evil appears to be
a new substance called "thermite."

Even the person who really tries, finds it difficult to
keep step with current technical developments. What
chance, therefore, has the man who is indifferent to the
consequences of research?

ADVERTISING AND SELLING July 28, 1926

o greatly is The New
Yorker's circulation —
now exceeding 45,000
copies — concentrated in
New York — that its sales
represent to New York
newsdealers a franchise
exceeded in value by only
three other magazines.

THE

NLWYORKEK

25 West 45th Street, New York

July 28, 1926 ADVERTISING AND SELLING

ixteen advertisers of pas-
senger cars have con-
tracted for publication
in the last six months of
1926 157 pages of ad-
vertising — a volume
exceeded in the corre-
sponding period of last
year by only one other
magazine.

THE

WW MDRKER

25 West 45th Street, New York

ADVERTISING AND SELLING

July 28, 1926

"—A Knockout r

No. 16

was the enthusiastic advertising world's verdict on
the July 24th issue of

The New
Fourth Estate

the first pace-setting number
publication under its new owners

of the 11
lership II

Now — a daringly different
publication for

NATIONAL ADVERTISERS-
AGENCY EXECUTIVES— NEWS-
PAPER MAKERS

DON'T MISS IT!

Pin a dollar bill to your letter-head and get the
next twelve weekly issues. You owe it to yourself
to see them. (Annual subscription $4.)

The FOURTH ESTATE, under entirely new owner-
ship, is published at 25 West 43rd Street, New York

July 28, 1926

ADVERTISING AND SELLING

L i fe

(

presents

oAndg/ G&tAicto&t

Reproduced from a full page in LIFE

5%/s sp<a?het& ad

pfouc/m my pa/ate
and mywdJ/et-
Awo of-

^^m^&

YOU HAVE TRIED HARD,
BUT YOU CANT BORE ME

YOU advertisers — I hate to
admit it, but what you say
interests me MUCH.

You may think you're talking
about your product in your ads
but you're not. You are talking
about my money. (Try and get
some of it !)

Next to my income. I like my
expenses best.

Well, you birds sit up nights
trying, to think up fine ways to give
me more for what I spend, iou
vie with one another to offer me the

most for a dollar. I like to see you
vie. Vie on!

I like to read your bloomin' ads.
I like to window-shop in news-
papers and magazines I like to
compare your beans and belts and
broughams.

My dollars come hard I like to
see you fellows trying hard to get
them. You make my money seem
almost important. You give my
coin the consideration it deserves.

No. you boys don't bore me for
a minute.

THE NATIONAL ADVERTISER BETS HIS
ADVERTTSINQ MONEY THAT HIS PRODUCT IS RIQHT

Andy Consumer might have said "All advertising has news value to
the consumer." But it strikes us we have heard that before. So Andy
says "You have tried hard to bore me, but you can't." He is merely
putting new powder under old phrases — telling the same old story of
advertising economics to the public in a new way — that's all — and we
hope you advertisers like it.

)

127 Federal Street
BOSTON, MASS.

598 Madison Avenue
NEW YORK, N. Y.

NE thing Life has learned is the
use of humor for serious jobs.

Life — like you — is a bit of a crusader.
(You crusade to sell your goods, you
know.) We checked Fourth of July
foolishness. We unchecked horses.
We told on Teapot Dome two years
before it boiled over. And so forth.

But the most fun Life ever had — and
one of the most serious jobs Life ever
tackled — has been our Andy Consu-
mer crusade to tell the public the
economic kindness advertising does
'em.

It is working. We have made points
with humor in the mouth of Andy
Consumer that have been mere mum'
bles in the mouths of more ponderous
apostles of the same gospel.

After all, the public is people. They
like humor. And this partially ex-
plains why more advertisers every
week realize the advantage of putting
their serious advertising messages into
Life's pages in an environment that
is far from staid and solemn.

Life's reader amiability is an asset
to every Life advertiser.

A NDY CONSUMER'S talks on
■*"*■ advertising are published in
pamphlet form. If youcan distribute
copies to salesmen, dealers or cus-
tomers, LIFE will gladly furnish, at
cost, reprints or plates of th isseries.

360 N. Michigan Ave.
CHICAGO, ILL.

10 ADVERTISING AND SELL I N G July 28, 1 926

IN MEMPHISJENN.

PLAY TO A FULL HOUSE

You can't possibly expect to play to
a "full house" in Memphis without
THE MEMPHIS PRESS, the lead-
ing daily in CITY CIRCULATION,
according to A. B. C figures.

And Mr. Space Buyer, let this
thought percolate, you can cover
the City with The Press alone at
about one-half the cost!

Afternoon coverage at that!

Ask us for more dope on the Mem-
phis Audience and its favorite "star
performer".

THE MEMPHIS PRESS

A Scripps-Howard Newspaper

"Memphis Merchants Know That The Press Pulls"

t National Representatives — Allied Newspapers, Inc.. ^r>0 Park Ave.. .\<« ^j
York City; 410 N Michigan Ave., Chicago; Cleveland, Detroit, San »
Francisco. Los Angeles, Seattle. Ji

July 28, 1926

ADVERTISING AND SELLING

Sell to the home-builders

in the Northern Nine Counties

HE Northern Nine Counties of New Jersey
comprise 500,000 families — with a very large
proportion of them young, upward-
thrusting people. People who have
their way in the world to make, who are
makers of new homes, who are raising
new families.

80,000 of these families have incomes
exceeding $3,000, a number signifi-
cantly coincident with the 83,000 readers
of Charm.

This vear 2,200 of them are building new homes
valued at $24,460,000.

This is a substantial building market — the fourth
largest in the country, in fact.

In expenditures per capita, it is even the third
largest.

That is, New Jersey, although tenth largest of all
the states in population, is one of the most primary
markets for building material — and all other good
goods which go into the appointment of better
class homes.

Charm, The Magazine of New Jersey Home
Interests, reaches this cream of the building market,
reaches it intensively and exclusively.

May we tell you more about how to reach this dis-
tinctive market of 80,000 of New Jersey's best
people through

CHAFIM

Qjkc QyfuumMit oj
djno Jeaai u(ome Jidemts

Office of the Advertising Manager, 28 West 44th Street, New York

ADVERTISING AND SELLING

July 28, 1926

In Cosmopolitan Homes . . . Where Luxuries are JS[ecessities

This is a Cosmopolitan home in Washington, D. C.
where 1 out of every 4 families reads Cosmopolitan

^A Pleasant Place to Read . . . .
That Shaded Verandah

^~#"*\AYLIGHT saving .... and
1-J long summer afternoons
and evenings.

A wicker porch chair .... and
Cosmopolitan!

How comfortable it is to relax!
How delightful to be carried away
to lands of romance, to dare vica-
riously with some gay adventurer
or, again, to philosophize with
such men as H. G.Wells, Winston
Churchill or our own George Ade.

The doors of the mind open wide
to new impressions, new sugges-
tions— suggestions both of ours
and of yours.

Yes, yours, too! . . . your buying
suggestions enter with Cosmo-
politan into 1,500,000 homes,
nine-tenths of them located in
the urban market —

Where advertised goods beckon
invitingly from shop window and
counter —

Where people earn more and
spend more —

And where the luxuries of yester-
day are the necessities of today.

Here is a market for your wares
richer than any merchant of
Cathay ever dreamed of. Makcj
it yours!

fHare you studied Cosmopolitan j trading center
plan of marketing? Any Cosmopolitan sales-
man will be glad to put it at your service. . . .

July 28, 1926

ADVERTISING AND SELLING

PW < £-~t'--3-<? "»"*• 'jC ^A Ai» : L Cir i

Courtesy Eberhard Faber Pencil

Photo - Engraving

enables the pencil to prove its product

*A Rotation by James Wallen

Co.

The pencil in the hands
of an artist is a slender
phial from which beauty
pours . . . We used to ad-
vertise the pencil neatly

boxed, but today, by pho-
to-engraving, we show
what the pencil achieves.
. . . zA pencil is known
by the drawings it makes.

The credo of the American photo-engravers association
is presented in the Paul Revere booklet . . . free on request

AMERICAN PHOTO-ENGRAVERS

SAS SOCIATION©

GENERAL OFFICES ♦ 863 MONADNOCK BLOCK. ♦ CHICAGO

ADVERTISING AND SELLING

July 28, 1926

1200
1100

1000

900

800

700

> 18%'ncremt
^f over 1925

^13% increase
r over I9H

^T/% increase

over /913

1923

(Fint ABP)
v report J

12 th
1923

1924

10 th

place

1924

1925

8th

place

1925

1926

1936

Some Facts About Industrial Advertising

' I 'HE last report of the A.B.P., cov-
•*- ering A.B.P. space placed by all
advertising agencies, shows another
consistent gain for this organization.
Up from 12th place in 1923 — to 10th
place in 1924 — to 8th place in 1925 —
and our records show a bigger-than-
ever increase for the first six
months of 1926! The chart tells the
story.

But the A.B.P. report covers space
placed by all agencies in a wide range
of "trade" papers as well as
"industrial" papers. Because
we handle only industrial ad-
vertising, we could use less
than half of the A.B.P. papers
for our clients in 1925. The
standing of Russell T. Gray,
Inc., is built on industrial ad-

vertising exclusively — no dealer
"trade" journal space. A comparison
of agency standing on the basis only of
industrial advertising placed would
show this organization in first place —
or fighting!

Such consistent growth over a period
of years and such high standing can
be accomplished only by sound busi-
ness policies, genuine ability and a
broad knowledge of industry. Our
first client — since 1917 — is still with us.

If you sell to industry, you
will be interested in our book-
let, "the advertising engineer,"
which will show you the prin-
ciples of service which make
possible this remarkable rec-
ord.

Russell T. Gray, Inc., Advertising Engineers ^V^.
1500 Peoples Life Bldg., Chicago P^J&$$

Telephone Central 7750

July 28, 1926

ADVERTISING AND SELLING

CHICAGO
BOSTON • S*1"

Adi^'"3

Department

*« •j^S?

•-?5ASl««

HEW

fOR* '

J. s. *>orea

.. -xflfh

**-enlle? Street
9 8**1 S. t.

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AnWiBtt

1926 issue

.«„£ Aosue ox *"
that tbe

(jaarterl

Jtt8t closed, s^ows

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advert! i

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revenue

^atunm'

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)tdiaiw y°°rs'

ADVERTISING AND SELLING

July 28. 1926

When You Jar Wall Street

You've Done Something!

Professor W. Z. Riplev's article "From Main Street to Wall Street." published in the Atlantic for
January created a profound impression on the Nation's financial center — and upon the investing public.
In commenting upon the article, the Boston Globe said, "If you believe a professor, writing in a
literary magazine can't start something you had better listen to the story of Prof. Ripley. Its worth
listening to."

Within a week following its publication the great newspapers of the country had taken it up, an ava-
lanche of letters poured into the Atlantic's office.

Within a month the Board of Governors of the AW York Stock Ex-
change hail taken actual steps to remedy the situation anil the President
had summoned Professor Riplex to the White House. The President
commended the article to the attention of every American.

Just one more instance of the Atlantic's influence and prestige. It commands the interest, respect and
even action of the Nation's business leaders.

Advertising value is in direct ratio to editorial influence. Here's influence upon the greatest known
buying power— a compelling endorsement of the Atlantic's advertising value. More interesting facts

ng po
on request

Write for them. now.

Circulation 110.000 net paid (A .B.C.) rebate-backed fnaranteed

THE ATLANTIC MONTHLY

I Quality Group Magazine

8 ARLINGTON STREET

BOSTON, MASS.

Advertising & Selling

Volume Seven — Number Seven
July 28, 1926

Everybody's Business
Floyd W. Parsons

Common Sense in Selling
William R. Basset

Ears to You, Senor Covarrubias
George Burnham

Picking the Dramatic Sales Idea for Direct Selling
Henry B. Flarsheim

What Changes May We Expect in Radio Manufac-
turing?
H. A. Haring

Manhattan's Lunch Time Population

Do You Re-Sell Your Product to the Customer Who
Buys It?

W. R. HOTCHKIN

The High Cost of Salesmen
Percival White

The Editorial Page

An Open Letter to a Grande Dame

An Approach to Direct Mail
Verneur E. Pratt

Something Different in Dealers
John Henry

Inquiries and Their Significance
Don Francisco

Good Bye Broadway Salesmanager
V. V. Lawless

They're in Wall Street Now
Christopher James

The 8-pt Page by Odds Bodkins

The Open Forum

In Sharper Focus
Norman E. Olds
Richard W. Wallace

E. 0. W.

The News Digest

23
25

29
30
32

44
60
62

66
75

Photo by Lejaren a Hiller

AN age of startling change and
,_ development threatens to go
to our heads. Many business men
are clinging to antique methods
and, paradoxically enough, are also
leaping without prolonged thought
to adopt the fads and fancies of
the day. In this issue William R.
Basset makes a strong plea for a
greater use of common sense in
selling; for a reconsideration of
policies on their own merits
whether they happen to be relics
of a previous generation or the
fallacious enthusiasms of a more
recent period. He advocates the
cost per call method of analyzing
selling and indicates in detail the
greater efficiency to be gained by
a recognition of the personality of
the individual salesman and a con-
sequent adaptation of him to ap-
propriate assignments.

M. C. R 0 B B I N S , President

J. H. MOORE, General Manager

Offices: 9 EAST 38TH STREET, NEW YORK

Telephone : Caledonia 9770

New York :
F. K. KRETSCHMAR
CHESTER L. RICE

San Francisco :

W. A. DOUGLASS. 320 Market St.

Garfield 2444

Cleveland :

A. E. LINDQUIST

405 Swetland Bldg.; Superior 1817

a year.

Chicago :

JUSTIN F. BARBOUR

Peoples Gas Bldg. ; Wabash 4000

London :

66 and 67 Shoe Lane, E. C. 4

Telephone Holborn 1900

New Orleans :

H. H. MARSH

Mandeville. Louisiana

Subscription Prices: U. S. A. $3.00 a year. Canada $3.50 a year. Foreign $4.00 a year.

rhM^n^-i^TCTh^et>?,UAJive^7isi^F %n* Selling, this publication absorbed Profitable Advertising. Advertising News, Selli:
Magazine, 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, 1926, By Advertising Fortnightly, Inc.

15 cents a copy

Selling

ADVERTISING AND SELLING

July 28, 1926

A McGraw-Hill Publication

"To keep sharpened
up with the times"

This striking phrase occurs in a recent letter from the
Master Mechanic of a large factory which produces
automatic conveying systems. The writer thus ex-
plains his careful study each week of the advertising
pages of the American Machinist.

To keep sharpened up with the times!

How vividly that phrase does describe the attitude of
thousands of shop executives toward the American
Machinist!

"I always keep eight or ten copies of the latest issues
of the American Machinist on my desk to refer to in
considering new equipment," writes the Chief of the
Equipment Department of a leading automobile plant.

"I always refer to the advertising in the American
Machinist and it is a sort of dictionary for me when
looking up new stuff," comes from the General Super-
intendent of a large Pennsylvania steel company.

This enthusiasm is typical of the metal-working in-
dustries as a whole. And the American Machinist
is read by a substantial majority of men of this calibre
in every metal-working industry.

Do you sell to industry? American Machinist will
help you keep constantly in touch with such men as
these, men keen for facts, keen to keep sharpened up
with the times!

AMERICAN MACHINIST

Tenth Avenue at 36th Street
New York

A. B. P.

A. B. C.

JULY 28, 1926

Advertising & Selling

FREDERICK C. KENDALL, Editor

Contributing Editors : Earnest Elmo Calkins Robert R. Updegraff Marsh K. Powers

Charles Austin Bates Floyd W. Parsons Kenneth M. Goode G. Lynn Sumner

R. Bigelow Lockwood James M. Campbell Frank Hough, cAssociate Editor

Common Sense In Selling

By William R. Basset

Chairman of the Board, Miller, Franklin, Basset & Company

;

SOME time ago we began to see
that traditional factory methods
were usually wrong. Farsighted
manufacturers thereupon hied them-
selves into their shops and, taking a
firm and none too gentle grip upon
the long gray whiskers of the ven-
erable, senile customs, threw them
discourteously into the factory dump
— whereupon costs invariably de-
clined at greatly surprising speed.

It is time to be as
drastic with the in-
numerable be-whis-
kered selling policies
which have already
lived a generation or
so too long. And
while we are throw-
ing them out it will
be well to scrutinize,
with the same end in
view, some of the
new-fangled fallaci-
ous policies which
have been adopted in
the past few years.
The mere age or
youth of a policy is
no test of its sound-
ness.

In some respects
our ancestors, who
kept their eyes al-
ways on the net
profits, thought
straighter on selling
problems than we do.
A number of ginger-
bread trimmings have
lately been tacked on-

to the marketing structure which at-
tract the eye and keep the mind of
the observer from the fact that the
purpose of selling is to sell at a profit
and not to practice elaborate rites
and ceremonies.

Some few have realized that many
of the frills of selling are bunk.
They are applying common sense,
backed with definite knowledge, and
are going after sales that return

£! Brown Rnj

SELLING costs vary with districts. In small towns or rural
districts the salesman is able to make fewer calls per day
than in the large cities. The added cost per call entailed is
somewhat lessened, however, by the fact that small town dealers
are generally more stable and stay sold for a longer time

profits. The others will shortly have
to do likewise or go onto the junk
heap.

Take quantity discounts to large
buyers as an example. I can think
of nothing more obvious than that
a large order is preferable to a small
one. It costs less to get a $5,000
order from one buyer than to sell
fifty $100 orders. Even our grand-
fathers knew that, but then, of
course, they had not
been taught that the
small buyer should be
protected. They did
not know that busi-
ness is a charity
whose first aim must
be to protect, even at
the cost of our own
business, the
financially weak and
in all respects unskill-
ful grocer on a side
street in Yaphank —
even though this
altruistic policy
should result in some-
one else getting the
big order from a de-
partment store. Those
old timers showed
just what they were
by frequently reciting
their motto, "I'm not
in business for my
health."

We take a more
humanitarian, if less
profitable view — that
is, some do. In

ADVERTISING AND SELLING

July 28, 1926

following the gods of national
marketing and of 100 per cent dis-
tribution the small retailer takes
exaggerated importance in the eyes
of sales-managers. When he dis-
covered how important he was, he
naturally went after all the con-
cessions he could get, and one of the
first was that he be put on the same
price level with chain stores, big de-
partment stores and mail order
houses.

He put up such an outcry that
through fear many manufacturers
assumed the virtuous policy of "one
price to everybody." As a result
they lost most of the sales which
they might have made to big buyers,
and found themselves saddled with
an exceedingly high cost of selling to
the innumerable small buyers. The
cost of selling is always exorbitant
for concerns which adhere to the one
price basis.

For a long time two such leaders
in their industry as Stetson and the
Knox Hat Company made no price
concessions to the larger buyers. In
time they discovered that perhaps
this policy was costing them some
business from the larger buyers.

Just what led Stetson to change, I
do not know, but I do happen to be
well acquainted with the Knox busi-
ness. This concern offered quantity
discounts on a sliding scale depend-
ing upon how much the retailer
bought from Knox in a given period.
Lacking definite knowledge of the
actual cost to sell to customers of
various sizes, they set the quantity
discounts by guess. But the com-
pany is now gathering figures which
will enable them, if necessary, to re-
vise the discounts in proportion to
the cost of selling.

[RECOMMENDED the same policy
to the Scott Paper Company, which
sells toilet paper — some of it direct
to small retailers, some through
jobbers of various sizes and some to
consumers such as hotels, railroads
and institutions. The Scott Com-
pany determines what it costs for a
salesman to make a call, and
charges this cost against the dif-
ferent classes of customers. Soon it
will have definite knowledge as to
what it costs to sell to each class, and
on this basis will determine a scale
of discounts which will attract the

business of the big buyers. Probably
each class will get a discount amount-
ing to two-thirds of the difference in
the cost of selling his class and that
of selling the small retailer, whose
price will be the highest. Such a
plan offers a price incentive to the
big buyer, but retains a part of the
saving for the company.

It is important that quantity dis-
counts be set on the basis of
definite knowledge of the cost of
selling, otherwise such large dis-
counts may be offered as to result in
a loss on the big business.

A concern which persists in giving
"price protection," as they call it, to
small buyers is not merely bucking
an economic trend; it is penalizing
itself in a money way. In the first
place it is playing directly into the
hands of more farsighted competi-
tors who offer attractive prices to
large buyers. It gets the least
profitable, because more expensive,
business. And it runs heavier credit
risks for its pains. It pays for the
inefficiency of the poor, small retailer
who cannot compete with more
skillful large neighbors.

[CONTINUED ON PAGE 46]

The Great Divide

By Kenneth M. Goode

IT is only a thin half-inch of oak. Yet it has
already cost business a $1,000,000 for every
square inch of its tawny, grained surface.

Against it, back to back, scrape the office chairs
of two advertising men — one faced for the future,
the other fixed toward the past. On one side of
the partition, Bill Black has a tiny cubbyhole with
scant space to keep his records; on the other
side, Reddington has room for the deepest con-
ference and the widest discretion.

Black handles direct sales; Red directs the gen-
eral publicity. Black buys his advertising space
and printed matter — as much as he can use at a
profit. Red is sold advertising space and printed
matter to the full extent of his appropriation.

Red cannot be bothered with coupons and in-
quiries; Black has heart disease every time the
girl is late with the mail. Red can argue invisible
increments until his son finishes Harvard; but let
a careless fly misplace one decimal point in Black's
July sales and Black is out of more than luck.
Red endows his firm with cumulative glory, throw-
ing in with generous gesture any little quick busi-
ness that comes unexpectedly to hand. Black can
spend nothing but homing dollars. They must all

be back with the bacon inside ninety days. Black
gets full credit for this; but none for the fact
that his advertisements, even after they have paid
for themselves, last exactly as long as Red's.

As an offset to all his troubles, however, Bill
Black has one great compensation: He can spend
all the money he wants. Nobody tries to pare
down his appropriation ; in fact, he has no "appro-
priation." So long as his advertising pays its
way, the sky's his only limit. To publishers and
advertising agents — to all, in fact, who profit by
another's advertising expenditure — the now neg-
lected Bill Black is the one best bright potenti-
ality visible to the naked eye.

For, one of these days, when the profit-per is
a whole lot thinner than it is now, some director
with a mean eye is going to wake up and say:
"Here! We've got to promote Black into the big
room or cut Reddington down into the little one.
Which?" And some very, very wise vice-president
is going to answer, "Why not take out the parti-
tion?"

It is only a thin half-inch of oak — that great
divide. Yet it has already cost business $1,000,-
000 for every square inch of its tawny, grained,
nld-fashioned surface.

July 28, 1926

ADVERTISING AND SELLING

iNo le Hace! . . . Es Crema de Larkin

La cosa esta que arde. Pero la cara, comosi tal cosa. Los instru-

mentos de tortura inspiran deseo de silbar una canrion cuando se afeha
uno con Crema-Hamamelis de Larkin.

Fuera de Broma . . .

UN NUEVO PRINCIPIO EN LA CREMA DE AFEITAR

tP. mj*rd* como, cuanda en now, m mama iba
por la hotrlla de hamamrha n L'd. Utgibj i
dn cod iranaioa o duchones, .-onwu'ncu dr
inevitables Cnrvesuns? ;Y recuenia rambien como
■I hamamtLs aliiiaba la hmchaion y quitab* tl
dolor? Lot quimkos de Larkin han apbcado esra
nrmmoj al J«jitoI1o de un pnnoipus enten-
[-■■.■■ r nuevo et> U crema de tfaax.

A U mn'oiii de los hombrea lea doagrada el
afmane: pot bums que sea la iuvj|i, aiempre
rrma la epidermis 7 hate que la can se Simla
como en came viva. Y, un embargo, la deomaa
y la hiptene imponen la obligation de afejrars*.
Pen> ahora, mediant* el pnxtso de nsluranon e
.nfrroi.it"i, los quimicos dc Larkin han logrado,

por Un, mar una Crema de Hamamelis para

La Cmna-Hamamelii de Larkin pan Afotar
/--rpj'j la pid y la barba para d paw de la
navaja. Aun antes de que fata toque d roson, la
Crema-Hamamelis de Larkin pa1'" Afeitar pent,*
tn en d curia y k> pone en condicionea de evirar
la uTiuo.Ti. Ea mutil afiadir que, tdemas, la
Crema- HamaroeLs de Larkin pan Afeitar pro-
duce una espuma abundance y espesa que no w

La Crema-Hamamelis de Larldn pan Afeitar
se distingue camhr n por un detiDe caracreristito:
posee un otor tan viril como agrodsHr

Se ■.'!■■: ene en cualquier farmaaa.

Crema-Hamamelis de

Lxtrtexi

»ara Afeitar

Represen (antes en Mexico:
Cornpafiia Comercial "Herdez" S. A_ :: Lopez No. 7, Mexico, D. F.

Fabricada por los manufactureros de M ento- K anfo y las Dos C rem a s de Larkin

iNo le Hace! Es Crema de Larkin

A mi no me ven la oreja: cremas van y jabones vienen; hoy

una brocha, mafiana una navaja o un serrucrio; ayer un tajo y pasado
mafiana un semi-degiiello. . . . pero con esta Crema-Hamamelis. el
afeitarse es una delicia. jLarkin se ha ganadb una oreja!

Fuera de Broma . . .

UN NUEVO PRINCIPIO EN LA CREMA DE AFEITAR

^Recuerda como. cuando era 11100, ju mama iba
por la botella de hamamelis si Ud. Uegaba a
cui con aranazoa O chichonea, conseeuencia de
rnrvitabfes tnvesuras? £ 1" raaierda lambiea como
d hamamelia alrroba la hinchaxon y quitaba d
dolor? Los quimrnM de Larkm han apbeado oji
cxperienda al desarrollo de un pnnopio entrra-

A la mayoria de lot hombra lea desagnda d
afeicarse: por buena que ten la navaja, sirmpre
imta la epidermis f hace que la can se jienta
como en earn* viva. Y, sin embargo, la decenaa
y la higiene. imponen la obligaoin de efeitars*.
Pero anon, mediante d proreso de la/urdciofi e
impregnation, los quimicos de Larkin han logndo.

por (in, (Tdr una Craaa de Hamamelis para

LJ Crensa-Hamamdis de Larkm pan Afniar
prepare la pid y la barba pan d paso de Is
navaja. Aun anla deque esta toque d rostro. la
Crema-Hlmarorlia de Larkin para Afeitar poit-
m en d cutis y lo pone en condio'dnrs de evirir
la irnr.iiii'-n. Es ir. itil afiadir quc« ademaa, la
Crema- Hamamelis de Larkm pan Afehar pro-
duoe una eapuma abundance y espesa que no i-

La Crerna-Hamamda de Larkm pan Afotar
?e distingue tambi^n porundetaue cara
posee un olor tan inn! como agndable.

Se obnene en cuakjuier farmaaa.

Crema-Hamamelis «Je

para Afclrar

Rcpre&encantes en Mexico:
Compania Comcrcial "Hcrdez" S. A. :: :: Lopez No. 7, Mexico, D. F.

Fabricada por los manufactureros de Mento-Kaofo y las Dos Cremas d< Larku

Ears to You, Senor Covarrubias

Hy George Burnham

YOUNG Senor Covarrubias has
probably done more to put
Mexico on the map in recent
years than the combined efforts of
such gentry as Villa, Carranza, Ob-
regon and the United States Marine
Corps. He has demonstrated that
our Southern neighbor can produce
revolutionary art as well as revolu-
tionary politics, and, having put his
native country on the map, now pro-
ceeds to put Larkin's Shaving Cream
on the map of his native country —
which is not intended as a pun.

The series of which the accom-
panying specimens are a part pur-
ports to be Covarrubias' first venture
in advertising illustration. Certainly
the illustrations are characteristic of
his peculiar type of genius, and
equally certain it is that their atten-
tion value is great. Whether they
would sell shaving cream in this
country is aside from the point, for
obviously that is not their aim.

When in Mexico, do as the Mexi-
cans; and if the drawing of an ami-
able gentleman slicing off his right
ear fails to arouse your desire for
emulation, remember that you live
north of the Rio Grande.

Incidentally, the illustration just
referred to has a curious tie-up with
that famous native institution, the
bull fight. It seems that there is a
custom on such occasions, when the
contest has been exceptionally well
fought, to present to the matador
who had impressed the spectators
most the severed ear of the bull he
has just killed. This is the supreme
award by which an enthusiastic au-
dience may demonstrate its appre-
ciation, and such trophies are highly
prized by their recipients.

This custom has fathered the ex-
pression which, freely translated,
reads: "Ears to you!" (Not to be
confused with a similar sounding
American expression which thrived

before the Volstead era.) "Ears to
you," in general colloquial usage,
implies a job well done — "You win
the ear," or words to that effect.

THE appeal is, of course, to the
Mexican national sense of humor,
and the copy ties up with it closely.
Freely translated again, we have,
"Ears to Larkin Shaving Cream,
which is the best of all shaving
creams." Then, getting down to the
selling talk: "Fuera de Broma," etc.
— -which means : "But seriously, it is
really a new principle in shaving
creams." It is adroitly handled, and
its appeal is far more subtle than
any such bald description can possi-
bly convey to an American.

Each number of the series is tied
up with some custom or convention
in a similar way, although frequent-
ly, as in the other member here re-
produced, the message is more read-
ily decipherable to the foreigner.

ADVERTISING AND SELLING

July 28, 1926

Picking the Dramatic Sales Idea

for Direct Selling

By Henry B. Flarsheim

Secretary, The Marx-Flarsheim Company, Cincinnati, Ohio

I KNOW a young man who
sold over $1,000,000 worth
of shoes direct during his
first year in business. He
started from scratch, with
limited capital. Today he
has one of the most success-
ful direct businesses in the
country. You ask, "How did
he do it? What are the se-
crets?"

My first answer must nat-
urally be that the man has
the "mail order sense" — that
peculiar mind which is
adapted to thinking along
direct selling lines. But in
addition he followed certain
definite, proved methods and
plans. And the methods and
plans he followed are funda-
mentally the same which un-
derlie the success of every
direct-selling business.

Successful direct-selling re-
quires that the proposition be
backed by an idea that lifts
it out of the common run. It
is not enough, for instance, to
sell shoes merely as shoes are
sold in the retail stores. The
shoes must have features that
distinguish them from all
others. They must be made
differently: fitted differently;
measured differently. The
special features which make

those shoes, not freakish, but

more desirable than other
shoes — the features which, in short.
give direct salespeople something to
talk about — are one of the underly-
ing reasons for success. These fea-
tures are the starting point.

Features alone, of course, will
never put over a direct selling busi-
The merchandise must be
right fundamentally. It must give
satisfaction, and be worth the
money. But assuming these things,
special exclusive features will make
the business a success.

I hese features may be little dif-

nl from others found in the

articles sold in stores or by

A CI

XXstc

Courtesy Opportunity

ERTAIN hosiery concern has had out-
anding success in the direct selling field.
It sells excellent hose, and the merchandise is
well worth the price. But much credit must
be given to the way in which this hosiery is
sold: to the demonstration put on by the sales-
man. Even the best of goods will not entirely
sell themselves on their inherent qualities alone

other direct-selling firms. But they
become new and different if pre-
sented and sold in a new way.

I am thinking now of a hosiery
firm which has had outstanding suc-
cess in the direct-selling field. This
concern sells excellent hose and the
merchandise is well worth the price.
Unquestionably this basis of quality-
is largely responsible for the repeat
business this firm enjoys. But much
credit must be given to the way in
which this hosiery is sold; to the
demonstration put on by the sales-
men; to the many interesting and
seemingly new things they can tell

the prospective customer
about this line.

A salesman takes out a nail
file. He asks you to hold one
end of a stocking while he
holds the other. He runs the
file vigorously across the sur-
face of the hose and con-
vinces you that the hose must
possess unusual wearing qual-
ities if it stands up under
such a test. The salesman will
tell you how many pounds of
weight each stocking will sup-
port. He will tell you the num-
ber of strands of silk in every
stocking. He will explain
the unusual run-stop. Now
it is true that many kinds of
hosiery sold in stores possess
the very same features. But
the clerk never tells you about
them because he doesn't know.
You hear these features de-
scribed by the direct sales-
man. You come to believe
that his is different from any
hose you ever saw. And you
buy.

Not many months ago a
sensation was created in the
direct clothing industry by a
utility suit which was offered
at an amazingly low price.
The suit was made of a spe-
cially treated cotton material
which had the ability to re-

sist sparks, moisture, and

snagging. Every salesman
carried with him a sample of the
cloth. When he walked up to a pros-
pective customer he placed the
lighted end of a cigar against the
surface and showed that the heat did
not scorch the fabric. He spilled
water on the fabric and showed that
it did not soak through. He scored
the cloth with a nail or knife blade
and proved its snag-resisting quality.
Hundreds of thousands of suits
were sold by virtue of this demon-
stration alone. If the garments had
been sold merely as inexpensive
utility suits, if these dramatic, in-
teresting features had not been

[CONTINUED ON PAGE 681

July 28, 1926

ADVERTISING AND SELLING

What Changes May We Expect
in Radio Manufacturing?

AT the upper end of the radio in-
dustry stand the manufac-
turers, beloved of advertising
agencies and advertising media for
their liberal space buying; two years
ago beloved but today shunned by
the promoting banker with an eye
to the curb market. The shakiness
of radio is brought to attention
when one talks with radio manufac-
turers. Their business rides the
crest of prosperity in December; it
sinks to the depths of despondency
in May. Ahead is seen a time of
sure riches for the manufacturer
who will have the strength and
brains to survive a year or two
longer. Gossip whispers that "A
has an overstock of 75,000 sets," or
that "B lost $300,000 last season on
their flop-of-a-model," or that "C
has twice approached our company
to buy them out, but we're too foxy
for that old game ; for, if we let
them alone another thirty days, the
bankruptcy court will throw them
out of the radio race and we'll have
one less competitor to fight."

The story is rather well known.
Radio changes have been too fre-
quent and improvements too funda-
mental. Manufacturers in order to

By H. A. Haring

run their factories as factories must
operate to earn profits. They dare
not make up radio sets ahead of the
season and warehouse the goods.
From February to August or Sep-
tember their plants are idle, while
the proprietors watch each other
with lynxlike eyes, fearful that some
improvement will get by without
being incorporated in the "new
models." Radio makers cannot
round out a year of factory opera-
tion. Hence their
losses, and hence the
precariousness of radio
manufacturing.

Three manufacturers
who brought out im-
proved models in the
spring of 1926 have
had the whole industry
agog. So suspicious
are makers of one an-
other that almost no
one accepts at face
value the statements
that "these are our
models for 1926." All
sorts of devious ways
are being pursued "to
find out what D has
up his sleeve by bring-

ing out that model in April so every-
body can copy it."

A Chicago radio-parts maker gives
this portrait of the "no-name" radio
manufacturer, who is responsible for
much of radio chaos:

"We are one of the principal parts
makers, and consequently most of
the radio makers are visited by our
salesmen. We see also a lot of the
no-namers. In Chicago there are a
hundred of them, and every town in

(£> Ewlnc: nalloway

RADIO advertising ha* been
. most wasteful. Extravagant
claims and unqualified statements
have made radio ridiculous in the
minds of the industry's most nat-
ural market: namely, the wealthy.
Radio density is high in the
Bronx, but low on Park Ave-
nue. The "copy" has been alto-
gether too often the type of
display which the well-to-do
reader unconsciously turns over
without even a second glance

ADVERTISING AND SKLI.ING

July 28, 1926

Michigan and Wisconsin has one or
several.

"Anyone can bust into the busi-
ness. Almost before we know they
are on our books, they will be turn-
ing out a hundred or two sets a
week. They buy parts for cash be-
cause that's the only way we will sell
them.

"Then some day our man calls on
them. What does he find? A loft,
whirring with machinery? Not a
bit of it. Four or five boys working
in the cellar and about as many
more out in the garage, and prob-
ably the garage next door used for
storing and packing. From Septem-
ber to December they run at top
speed. Such a factory has no over-
head; it pays no taxes because be-
fore tax day it will have disap-
peared. About the first of Febru-

ary, they'll come sneaking in here
with a couple of hundred unopened
parts wanting us to buy them back.

"Business has slumped. The
owner runs the old car into his
garage again, dumps coal into his
cellar, and another radio manufac-
turer is out of business — before he
was ever listed in the Chicago tele-
phone directory.

"Such a fellow makes a thousand
or fifteen hundred sets, possibly a
few hundred more. He calls himself
some fancy-named radio corpora-
tion, and will grab off a contract for
a thousand sets at any price and
make the set to match the price; if
he ever gets one for 10,000 sets, he'll
go broke because he can't manage a
big business. But with an output of
1000 to 2000 sets, rushed out in four
months, he can make a profit. He

has a good time thinking he is a
competitor of Atwater Kent."

Such no-name concerns will reap-
pear in the autumn of 1926. Their
life histories will terminate with
greater abruptness than in previous
years.

The most amateurish industrial
engineer could plot the "curve" of
no-name radio making. In 1921 and
1922, the demand for radio sets in-
creased far and away beyond the
ability of manufacturers to cope
with it. It was but natural that
parts makers should find a big outlet
for their products in the men who
built their own radio sets or had
their more technical friends build
for them. Radio development is
throttling the opportunity for ama-
teur manufacturers. Not to specify

[CONTINUED ON PAGE 57 j

Let Both Parties Cooperate

By E. M. Bacon

Advertising Representative, Field & Stream; Arts & Decoration

NO doubt Mr. Roberts is correct
in stating that some adver-
tising representatives unneces-
sarily hold up the line. I refer to
his article "Are Publication Solicit-
ors Guilty of Lazy Selling?" But
he also adds: "In most cases the
salesmen themselves are to blame."
Well, yes and no, depending on cir-
cumstances, speaking of salesmen as
a group.

There are many of us who have
some such thought as this when
calling on an agency or an advei--
tiser: "How does he find the time
to grant each of us the courteous
interview that usually awaits us?
Won't it be to our mutual advan-
tage to make the interview as short
as the accomplishment of our
mission warrants?"

Naturally, there are occasional
interviews that require one, two and
even more hours. In such cases
neither party desires to cut it short.
On the other hand, far more inter-
views can be terminated in from
two to fifteen minutes to the absolute
satisfaction of both parties.

In some highbrow sources of sales
information one is advised to learn
all one can about the man's family,
his hobbies and pet schemes. Then,
to get your man feeling favorably
inclined toward you, the formula
says to start in with some such lingo.
Bunk ! Isn't it better to talk business

first? Then if your man indicates
that he isn't overly busy and would
really like to have you chat a min-
ute or two — fine. That's true busi-
ness friendship; the former, noth-
ing short of camouflaged fear of a
turn down. If all advertising repre-
sentatives would endeavor to put
their solicitations over quickly and
try to close the call before being re-
quested to do so, not only will the
points be registered clearly and con-
cisely, but time will be saved for all.

And what is more, it pays. Those
of us — and I think we are in the
majority — who think first of the
other man's time, never find the
cold shoulder awaiting us.

Another of the above mentioned
highbrow sales formulas tells us to
assume that everything we have said
in previous interviews has been for-
gotten— i.e., start again the laborious
procedure of showing everything
that's in our brief case, at least all
that was used previously. Another
bunk formula and time-waster! I
made a call this morning on an
agency man who had been ill and
away since before Christmas. I re-
called briefly what I had said before
and was out of his office in decidedly
less than fifteen minutes with his
promise to recommend a substantial
schedule in my publication. Why,
certainly he remembered the details
in my story. I accomplished as much

and possibly more than had I tired
him out with an hour or two of
complete solicitation.

As Mr. Roberts states, time is fre-
quently wasted in waiting for an
interview. Sometimes this is due to
the inability of the man you are
waiting to see to estimate how much
time one of Mr. Roberts' long-winded
solicitors is going to take. Or it
may be an interview with an honest-
to-goodness advertising representa-
tive where it is impossible to tell into
what fields the talk may lead or just
how much time it will take. But I
fear that only too often it is thought-
lessness on the part of the other
man that keeps one sitting in
ignorance.

Happily, the times one is kept
waiting long without being told how
long it will be are comparatively
few, thanks to the courtesy of most
men on whom we call. However, if
the remaining minority would realize
how much we appreciate their en-
deavoring to save our time, it would
be another blow to time-wasting.

So let's both cooperate to the
fullest extent. Let us make the call
snappy— let the other man advise
us if we are to be kept waiting and
then when we are admitted, en-
deavor to give us his undivided at-
tention. And the time taken for that
ball game or extra afternoon of golf
won't be missed at all.

July 28, 1926

ADVERTISING AND SELLING

Manhattan's Lunch Time
Population

THE number of res-
taurant permits is-
sued in New York is
eight times the number in
Philadelphia or Boston and
five times the number in
Chicago — facts out of all
proportion to the differ-
ences in population. These
figures do not indicate
necessarily that New
Yorkers eat more, or that
they dine in public more,
although either one or
both of these things may
be true. The probabilities
are that the excess is due
rather to the huge popula-
tion that gathers each day
on this desert island for
luncheon.

There are in effect in
New York City about
20,300 restaurant permits.
This includes about 3500
drug stores which have to
have restaurant permits in
order to serve sandwiches
and similar edibles at their
soda fountains, leaving a
total of 16,800 actual res-
taurants or eating places,
in addition to these soda
fountains in the five bor-
oughs.

It is estimated that these
places will average to serve not
less than 300 meals a day, apiece,
although of course many of them are
small places and would not run that
high. On this average base the total
is 5,040,000 meals served in public
places.

Some of these meals are served to
transient visitors from outside of
the New York suburban district, but
the daily transient hotel population
is estimated to be not much over
50,000 people. The 122 leading
hotels have a total of 42,538 rooms
and allowing 20 per cent for per-
manent guests and V/z guests per
day for the remaining rooms would
give a total of 51,045 guests. As-
suming that these 51,000 people all
get three meals each in public eat-
ing places, this would account for
only 153,000 meals and would leave
4,887,000 meals served by public

59th ST.

1.045,519

59th ST.

Shaded area
shows region
of greatest
concentration

Resident Population

Noontime Population

Reprinted with permission from the J.
Walter Thompson News Bulletin.

places to residents of New York and
its suburbs.

The total city and suburban popu-
lation including the nearby New
Jersey cities is about 9,000,000. At
three meals a day these would eat
27,000,000 meals, not allowing for
infants and invalids. Of this figure
the number of meals served in pub-
lic-eating-places as arrived at by
the preceding figures represents 18
per cent.

These figures for restaurants in
New York are comparable with the
total of 2667 "licensed inn-holders
and common victuallers" in Boston,
and a total of 4150 bona fide restau-
rants in Chicago, and about 2800 in
Philadelphia.

It is thus seen that the percent-
age of restaurants to the city popu-
lation is very much greater in New
York City than in any other large
city in this country. This figure
of 18 per cent of all the meals

of this metropolitan area
which are eaten in public
eating places is partly sub-
stantiated by the daily
suburban traffic figures.
According to figures made
public on April 11 by the
Transit Commission, the
railroads and ferry boats
carried into and out of
New York City during
1925 a total of more than
338,000,000 passengers, of
whom 249,000,000 were
classed as commuters. On
this basis, the average
actual number of com-
muters during the year
was 124,882,831 carried
each way.

Figuring on the basis of
340 full traffic days, this is
an average of slightly be-
low 370,000 commuters a
day. In addition to these
figures for the steam rail-
roads, the Hudson & Man-
hattan carried nearly 50,-
000,000 in 1925 and the
ferry boats practically 50,-
000,000 more. This makes
a total daily of about 500,-
000 people moving by sub-
urban lines into and out of
the city, most of them be-
ing people brought in for
the business day. In other words,
every 24 hours a floating population
almost as large as the entire popu-
lation of Buffalo moves into New
York and out again, by railroad and
ferry as part of the day's work.

These figures, of course, take no
account of the people moving be-
tween the boroughs by subway, rep-
resenting an additional 1,500,000 or
more. Thus we have each day a
population nearly equal to that of
Philadelphia which goes down town
by subway and, hence, is away from
home for luncheon.

Most of these two million extra
people eat some sort of a luncheon
in a comparatively small area at the
lower end of Manhattan Island.
Many of them, to be sure, are rather
sketchy meals, but at least it is an
impressive thought that day after
day this little barren area provides
some sort of nourishment for this
large flock of commuters.

XDVERTISING AND SELLING

July 28, 1926

iL_ &/%^

JLANDMARKS that say CHICAGO the world over

LANDMARKS that say CHICAGO the world over

. and the home of the telephone

v '$l' fHICAGO h-ndlrt more gn

W!jr» ^%, V-'ihananyoth«t,ty,nihewgr

grain industrial machinery of Chicago

•■via. Bui Ihc muking of telephone* I*

More lumber, loo. More livc-atock. Ju«t one pan of ihe laik. Wmm

And — more telephone*. Electric mini firei gather frora

Of the induiinei lhai make every comer of the earth Ihe nghr

Crucago ine Great Central Market, kind of (aw material And every

\ ' ,» ***"•■*■* . telephone manufacturing u m ihe raw material must' pan through

Western Electric

SINCE 1881 MANUFACTURERS FOR THE BELL SYSTEM

LANDMARKS that say CHICAGO the world over

Western Electric

UNCI Utt HAKIM AND DltTaiDUTOBI or BLICTI1CAL SOUIr-MENI

Wrigley
Building

. . . and the home
of the telephone

A FLAMING IT
that was treat though it dealt
in things which were small ..That
is the Wrigley Building

Acres cf buildings dedicated to
the importance of small parts , . .
That is the Western Electric
Hawthorne Works.

Here is the center for the making
of the nation's telephones. Here
thousands work to the thousandth
of an inch — producing telephone*
that because or accuracy in manu-
facture have become the world's
standard.

Western Electric

since me uAKEJts i

■} DISTRIBUTOas Of ELECTRICAL EQUIPMENT

THIS country has developed many novel, and often astounding, "movements," not the least popular
of which was boosting-your-own-home-town. The constructive thinkers attracted to this new na-
IioikiI game possessed distinctive qualities widely noted by foreign observers, seasoned travelers, and
realistic novelists. Dignity was not cited as being one of tbe qualities. But here at last it is to be found,
in tlie Western Electric Company's "Chicago campaign," which won — and deserved to win — the first
prize for institutional advertising in the National Industrial Advertisers' Association Convention, held
recently at Philadelphia. Critics of the American Scene, take notice.

July 28, 1926

ADVERTISING AND SELLING

Do You Re-Sell Your Product to

the Customer Who Buys It?

By W. R. Hotchkin

JHE bird in the hand is
worth two in the bush" —
and one satisfied and com-
pletely served customer is worth at
least a hundred unknown "pros-
pects." And yet the re-selling work
is about the worst done activity in
commodity distribution. Manufac-
turers and great national associa-
tions spend vast amounts of time
and money on the fight against "sub-
stitution," while many makers of
goods, in the same groups, neglect
the most powerful weapon of all in
beating that competition.

Primarily there is just one factor
that re-sells a commodity, and that is
satisfaction with the goods. But
"satisfaction" implies many constit-
uent elements. For instance, I buy
a chemical stimulant for plants;
I don't use it the right way ; it burns
and kills the plants. Next year I
suggest that some fertilizer should
be used, but am reminded of the de-
struction of the last year and take
a chance on nature alone. There is
no re-sale.

Satisfactory service from com-
modities requires that the purchaser
be fully informed not only of all the
uses of the goods, but also of all the
chances of using them wrongly. The
maker may say that this is not his
business, but the re-sale of the goods
is his business.

There are vast numbers of com-
modities that are never half used.
Consequently never half of the possi-
ble volume is sold. The customer
knows only the obvious use of the
goods, while there may be many other
services that the commodity will ren-
der. Some manufacturers illustrate
this idea magnificently and secure
the consumption of their goods in a
dozen different ways, thus multiply-
ing their sales. Certain paint manu-
facturers, for instance, spend most
of their energies on insisting that
pure white lead is the base. That is
very important, but a small seller of
paint. Others do a little better job
and spur people to brighten up the
premises. But the real creator of
desire for paint is the advertiser
who torments the latent desires of

good housekeepers by suggesting
definite things to do.

Most advertisers seem to assume
that prospects will think up the
things to do for themselves, if one
merely suggests paint. But most
people do not. The householder
does not want to have a paint job
on his hands. The house was painted
several years ago and looks good
enough to him. But tell him to see
if there are spots where the paint
is cracked and the clap-boards are
rotting by exposure. Tell him that
rotted boards will never take good
paint afterwards, and he'll begin to
worry. The housekeeper may have
no thought of any use for paint; but
tell her how other people beautify
their bedrooms by re-painting the
old bedsteads, and suggest color
schemes for them. Then suggest ar-
tistic ways of decorating the porch
furniture. Who ever thought of
giving a coat of varnish to the
kitchen linoleum, until advertising
suggested it?

Now these may seem to be or-
iginal sale ideas, which of course
they are, but why not give them also
to people who have bought the com-
modity? Make them use up the can
they bought and buy more while
they have the brushes soft and are in
painting humor.

MANY manufacturers of package
foods are suggesting numerous
ways to use the commodity, and they
point to what others might do. Al-
most every kind of food product has
one usual method of use, to which
most consumers confine it because
they do not know about the other
ways. Since people do not commonly
want the same thing in the same
way too frequently, they change. But
they would quite as willingly use the
same commodity, since it is there, if
they could prepare it in a totally
new form.

To make people "use things up"
and want more — that is the real re-
selling job. Most people use the ar-
ticle once, and then drop it — until
something suggests using it again.
So the frequent suggestion is needed.

There must be sufficient urge pro-
vided. That urge might be supplied
by what was put in the package ; but
it can be more positively provided by
suggestions of frequent or different
use of the goods.

The purchase of one package may
have made a friend of the consumer,
or only a part friend. In either case
some suggestion in the advertising
of a better or more complete manner
of using the goods will spur the con-
sumer to try again.

MANY commodities are appre-
ciated to only half of their de-
serving, because they are only half
understood by the purchaser. The
makers take it for granted that the
purchaser will know as much about
the goods as the makers know, but
that is rarely possible. After all,
things always seem a lot better and
finer if we hear somebody enthusias-
tic about them. Only experts can see
and understand all the points of
merit in a commodity. People need
to be told and re-told. The more
the purchase is truthfully glorified
in their eyes, the more they will
enjoy using it and the more they will
get out of its use.

When I am buying a box of straw-
berries at the market and the man
says: "Look at those berries, how
fresh and sweet they are! Smell
them. Aren't they fine? All good,
all the way down the box. No green
ones; no little ones!" Don't you
think I will like the berries better
than if I had to look for all those
virtues with my own eyes, without
that enthusiasm?

That is one great weakness in sell-
ing and re-selling. The maker and
the advertiser take too much for
granted. They cannot see the value
in enthusiasm over obvious things.
Also, when they exploit certain facts
in one advertisement, they seem to
assume that they should never repeat
the same statement. And yet why
abandon the strongest statements
about goods just because they have
been stated before?

If I had a commodity selling on the
market, I should want every package

[CONTINUED ON PAGE 56]

ADVERTISING AND SELLING

July 28, 1926

The High Cost of Salesmen

By Percival White

TWENTY ODD
years ago, Fred-
erick W. Taylor,
known as the "father
of scientific manage-
ment," stated that in-
dustry lay at the
mercy of the work-
man. Today, industry
lies at the mercy of
the salesman.

All of us, in truth,
are at the salesman's
mercy. If we approach
the salesman, he is
waiting for us. If we
do not go to him, he
will do the "approaching," this being
one of his most studied accomplish-
ments. If we do not care for any-
thing today, he will see us just the
same. If we are otherwise engaged,
he will wait, thank you. If we see
him (just to get rid of him), he
starts at once to attract our atten-
tion, arouse our interest, and incite
our desire. If we object, he has an
answer for our objection — in fact,
he is better acquainted with all of
our possible objections than are we
ourselves.

Try as we will, we cannot escape
him. Capitulation is the only relief.
For inevitability, the salesman ranks
beside death and taxes.

The function of the salesman is,
first, to create our demand, and, sec-
ond, to satisfy it. Leave everything
to the salesman except footing the
bill. His task, though not easy, is
simple. All he has to do is to make
us covetous enough, and he is sure
of an order. Supersalesmanship (i.e.,
the kind that is written about) is
the fine art of persuading people to
buy something they do not need.

Supersalesmanship is by its na-
ture hostile to science. It depends
first upon deception and second upon
the power to substitute emotional
for rational buying stimuli.

Supersalesmanship, furthermore,
sets at defiance the hypotheses of all
the classic economists. One pair of
shoes, they used to say, is a neces-
sity; two pairs are desirable; three
pairs are often convenient; but — so
they postulated — there is a point be-
vond which the benefit to the wearer
is not commensurate with the cost.

Does the salesman recognize this

shrinking of the "consumer's sur-
plus"? No. Supersalesmanship de-
mands that the owner of one unit of
a salable commodity is a logical
prospect for a second and third.
Where else is he to find a market
for the plethoric production of auto-
mobiles, radios, and other impedi-
menta of prosperity? In the lexicon
of salesmanship there is no such
phrase as diminishing returns.

IN the days of barter, I exchanged
my goods for your goods. The sat-
isfaction was supposedly mutual and
equal. The logical development of
this system, if money is to play a
part, would be for me to pay you the
monetary equivalent for your goods,
and nothing more. But such is not
the case. On such a basis, business
would immediately collapse. I must
not only pay you the equivalent value
of your goods, but I must also pay
you a premium. In return for which
you give me your supersalesmanship.
"The "high cost of distribution" is
largely attributable to the cost of
supersalesmanship. I pay for "dis-
tribution," whether there is any ac-
tual distribution or not. If I buy
a car, without having to be sold the
car, why should I not save the com-
mission of the supersalesman and
pay $900, instead of $1,000? What
reason is there that I should pay
someone $100 for persuading me
that I want a certain make of car
instead of another make? Have I
not the intelligence to settle that
question, all by myself, for nothing?
I am paying $100 more than the car
is worth in order to help defray the
cost which the manufacturer incurs

in attempting to en-
large his market
beyond its normal
bounds.

The salesman's task
is one of appealing to
the most primal in-
stincts of the human
organism — the desire
to possess. Nor is
this desire merely a
human characteris-
tic; it is common to
the entire range of
evolutionary develop-
ment, though the
higher we go in the
evolutionary pyramid, the more
marked do we find this attribute.
Among animals and savages the de-
sire for possession ceases to exist
as soon as the simple wants are sat-
isfied. But among ourselves this
passion for worldly things knows
neither satiety nor even abatement.
The more we have, the more we
want. Unlimited desire is common-
ly considered the mark of the high-
est civilized development.

Accordingly, the increase in ma-
terial goods has been enormous, par-
ticularly in our own enlightened
country. The greatest minds of the
age are conceded to be those which
are striving to devise material arti-
cles for which at the present time
we have neither need nor use. Thus.
the average person has twice as
many things to make life easy as he
had forty years ago. The millionaire
of 1890 could not command the in-
dulgences available to the mechanic
of 1926.

Business men produce in huge vol-
ume articles with identical character-
istics. It becomes necessary to find
buyers upon which to foist these
things. Obviously, these buyers
must have common desires, common
requirements, common buying hab-
its, and comparable pecuniary re-
sources. Products have been com-
pletely standardized, and 90 per cent
of the American population has been
standardized to match. At present
the supersalesman is working upon
our submerged tenth— those individ-
ualists who will not come into the
fold, and who make his life a burden.
How inconvenient is the individual-
ist. He upsets all the market indices.

[CONTINUED ON PAGE 70]

THE ♦ EDITORIAL • PAGE

Another Industry Advances

THE wool industry has taken what appears to be a
long forward step in consumer relations. Under the
auspices of the Wool Council of America a publicity
program is to be developed that, if carried out in the
spirit of its inception, should do much to improve
the status of the industry.

Briefly, a "dictator" is to be appointed who will super-
vise the expenditure of between $350,000 and $500,000
annually in advertising and educational work, to further
the use of wool, teach women how to buy and care for
woolen fabrics, and engage in certain types of re-
search.

When any industry gets past the free publicity
stage and begins to invest its money in so broad a
program as this, it is in a fair way to tap the poten-
tialities of that broader cooperation which the public
extends to those men and those industries who win its
confidence and enlist its active support.

The Trend Toward Selling Direct

THERE seems to be a general drift toward "selling
direct," whether that phrase is interpreted to mean
cutting out the jobber or cutting out the retailer.

The tendency is not entirely logical; it is more psy-
chological. It is a restless testing of alternatives, in
an era when there is over-production or excess plant
capacity. The energy and initiative of manufacturers
is reaching out to solve the problem.

In Chicago 20 years ago about 60 per cent of all
advertised grocery products were distributed through
the well-established grocery wholesalers.

Today that percentage has dwindled to the quite
astonishing total of only 12 per cent. True, the chains
are absorbing greater and greater volume, and this is
only in a sense selling direct; but selling direct to re-
tailer it nevertheless is.

The situation is not in all instances a happy one for
manufacturers, for their selling costs are admittedly
increased, especially under the new era of hand-to-
mouth buying.

As for direct selling to the consumer, this is now
admitted to be a cyclical development; it seems to ad-
vance shortly after a period of depression, when many
salesmen are out of work and the consumer is keen to
try supposedly more economical ways of buying. (In-
cidentally, a recent survey reported in Women's Wear
showed that 40 per cent of housewives really believe
it is cheaper to buy from house-to-house salesmen).
But when better times arrive salesmen drop out and
the method suffers atrophy.

&^s^S

Middle-Aged Hum-Drum in Business

IN his Travel Diary of a Philosopher, Count Keyser-
ling brings out the thought that crystallization of
one's ideas should be postponed as long as possible.

With the individual crystallization is in effect nothing
more nor less than the "setting" of middle age.

If it is important for the individual, who has only
himself to consider, to postpone this crystallization,
how much more important for the responsible executive
of a business to fight off the "setting" process of middle
age in his business.

For if he allows the business to "set" in its policies
and its outlook, he is robbing all those connected with
it, or dependent upon it, of its greatest potentialities.

Particularly in the sales department should a busi-
ness be kept young and flexible, both as to policies and
methods, for if the sales department "sets," the whole
business settles down to a condition of middle-aged
hum-drum that discourages initiative all through the
business and marks the beginning of decline.

Count Keyserling's method of postponing this crys-
tallization process in himself is to start out and travel
as soon as he feels himself beginning to "set," that his
mind may be awakened by contact with life.

This same method is excellent. for the business execu-
tive, be he president or sales manager: to take to the
road, invade some territories he has never visited be-
fore, talk with all manner of people, let life come to him
afresh, with its expanding markets, its newly developed
needs, its unfolding opportunities.

Modernized Department Store Advertising

WE are all accustomed to see great splashes of
space for department store advertising. In the
larger cities it is a very serious problem, both for news-
paper publisher and reader, because it jams the paper.
Students of the situation have long believed that news-
paper publishers sell their space too cheaply to depart-
ment stores, and that less space at higher rates would
be more effective.

A western department store owner is making active
propaganda against what he calls unbalanced retail
advertising programs; claiming that only 16 per cent
of the average store's business comes from current,
day-to-day advertising; a return too low for the ex-
penditure. He believes that stores should divide equally
their appropriation for good-will and current advertis-
ing. He believes the stores should not stress "bar-
gains" so much and should do more creative selling.
He says there is much too great an emphasis on cheap
goods.

This is in effect what national advertisers have urged
for a long time. They have seen that department store
advertising has been largely uncreative, temporary,
transitory. They have urged that department stores
do their share of constructive sales effort, to develop
consumption increase, change of habit, etc.

Some stores do this — many of the most successful
ones. It is refreshing and hopeful to see a department
store man himself urge this change, and on the basis,
too, of greater possible profit to the store.

fes

ADVERTISING AND SELLING

July 28, 1926

An Open Letter to a
Grande Dame

THE DINGBAT COMPANY,
INC.

Dingbat Dandy Dinner pails

MY dear Mrs. Reginald de Koven
Hothouse :
When you called on our company
yesterday afternoon, in the interest
of the Goldchester County Goat
Show Program (at $250 a page), I
am afraid you found me a trifle un-
satisfactory. You seemed piqued
(to put it mildly) because we would
not take a whirl at your program,
and even more provoked because I,
whom you condescended to inter-
view, did not show a proper respect
for the Social Register as personi-
fied by yourself, the official repre-
sentative of the Goldchester County
Goats. You evidently thought my
lack of chattiness indicated a corre-
sponding lack of appreciation either
of yourself or of your exceedingly
recherche affair. On the contrary,
madam, your solicitation, if I may
use the term, was so stimulating
that I assure you I did only the
decent thing in keeping my mouth
shut until you were safely out of my
office.

Indeed, from the moment when, at
ten minutes before five, you brushed
aside my secretary and entered my
office without a word of explanation
or apology, I was not in a fit state

to hold a civil conversation with any-
body. Your sitting down by my
desk with one sharp, but smart h
gowned elbow on the afternoon's
mail which I was signing, did not
improve matters.

"I," you said, "am Mrs. Hot-
house." You must have seen me
groping, for you added, "Mrs. Reg-
inald de Koven Hothouse. ... I
am vot an advertising woman."
Madam, that last was evident
enough. I know some scores of ad-
vertising women, and I have yet to
meet one so deficient in courtesy
that she will snub my secretary, or
so lacking in consideration that she
will interrupt me at my mail.

Nor do I know of anyone who
could unblushingly have put forward
what you flattered yourself were
arguments for the Goldchester Goat
Show (at $250 a throw).

You began by telling what an in-
sufferable crowd of snobs are going
to attend your function. Madam, do
you suppose I care a whoop that the
Social Register will be present en
masse, that only Rolls Royces will be
admitted to the grounds, that the
divorce batting average will be well
into the four hundreds, that there
will be a marquee full of marquises
and a bar full of baronets? I do
not. In the first place I doubt if it
is true. In the second, even if it
were true, I doubt if more than a
small portion of all those splendid
beings would get programs. Your
publisher will be more of a fool than
I take him for (and more honest
than he ever was before), if he
prints as many as one-quarter of
the copies you promise. And if your
hand-painted program girls succeed
in forcing into the reluctant palms
of male spectators one half the pro-
grams that are printed, they will so
far outdo their usual performance as
to qualify for the Police Gazette
Program Girls' Championship Belt.
Madam, if you and your friends run
true to form, the close of the Gold-
chester Goat Show will see your
hired help cramming bales of
elaborately printed brochures into
their proper receptacles ■ — the
parbape cans.

And what, if I may ask a purely
rhetorical question, will happen to

such advertisements as do actually
find themselves gazed upon by the
elite? I find myself reluctant to be-
lieve that Basil Sufferingsaints,
whose picture was so appropriately
a feature of your "dummy," will
read any dinnerpail copy with real
results to his pocketbook. Basil is
an amiable pup — I went to school
with him — but he has little need of
dinnerpails. Even in his ordinary-
purchases Basil rarely buys common,
ordinary, branded articles. No; as
the warier and smarter outfitters
have already discovered, the way to
make Basil buy things is to snip off
the original trademarks, tie on Bond
Street labels and double the price.
If 1 may take Basil and his mother
( now Mrs. Puffenheave) as typical
of the Goldchester Goat Fanciers, I
should say your gang was a remark-
ably poor market for Dingbat's
Duplex Dandy Dinnerpails.

YOU implied, with heavy-handed
delicacy, that if we did not come
clean with $250, the entire Gold-
chester County Set would boycott
Dingbat's Dinnerpails. In that case, j
Mrs. Hothouse, we shall have to get
along without you. We have, in our
fifty years of doing business, made a I
fair success of selling dinnerpails on
their merits. We have never yet
tried buying immunity from boycott,
and I guess that at this late date
we'll take at least one more chance.

[CONTINUED ON PAGE 59]

July 28, 1926

ADVERTISING AND SELLING

Bruce Barton Roy S. Durstine Alex F. Osborn

Bar ton, Durstine % Osborn

INCORPORATED

<jy7N 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

John D. Anderson

Roland Hintermeister

Kenneth Andrews

P. M. Hollister

J. A. Archbaldjr.

F. G. Hubbard

R. P. Bagg

Matthew Hufnagel

W.R.Baker, jr.

Gustave E. Hult

F. T. Baldwin

S. P. Irvin

Bruce Barton

Charles D. Kaiser

Robert Barton

R. N. King

Merritt Bond

D. P. Kingston

Carl Burger

A. D. Lehmann

G. Kane Campbell

Charles J. Lumb

H. G. Canda

Wm. C. Magee

A. D. Chiquoine, jr.

Carolyn T. March

Margaret Crane

Elmer Mason

Thoreau Cronyn

Frank J. McCullough

J. Davis Danforth

Frank W. McGuirk

Webster David

Allyn B. Mclntire

C. L. Davis

E. J. McLaughlin

Rowland Davis

Walter G. Miller

Ernest Donohue

Alex F. Osborn

B. C. Duffy

Leslie S. Pearl

Roy S. Durstine

T. Arnold Rau

Harriet Elias

P.J.Senft

George O. Everett

Irene Smith

G. G. Flory

J. Burton Stevens

K. D. Frankenstein

William M. Strong

R. C. Gellert

A. A. Trenchard

B. E. Giffen

Charles Wadsworth

Geo. F. Gouge

D. B. Wheeler

Gilson B. Gray

George W. Winter

E. Dorothy Greig

C. S. Woolley

Mabel P. Hanford

(■ J. H. Wright

RT) i

i\y

NEW YORK BOSTON BUFFALO

383 MADISON AVENUE 30 NEWBURY STREET 220 DELAWARE A VENUE

Member American Association of Advertising Agencies

Member Audit Bureau of Circulations

Member T^ational Outdoor Advertising Bureau

ADVERTISING AND SELLING

July 28, 1926

An Approach to Direct Mail

By Verneur E. Pratt

still further

WE have as our
problem
t o advertise
and to sell at a profit a
non-existent device —
say, a clever machine
which automatically
selects the good em-
ployee from the bad.
I will presume that
we have had experts
examine it, and that
we are sure that it is
right. I presume, in
addition, that we
have priced it at a
figure which will not
create too great a
sales resistance, and
yet will allow a satis-
factory profit after
making provision for
ample sales and ad-
vertising expense. I
presume that we have made a market
analysis which has proved the need
for the machine; which has found
out for us where our prime prospects
are, and which has divulged for us
the fundamental or basic capital
limit which we can use as a peg
upon which to drape our advertising
and selling story.

I presume, also, that our sales
manager knows where every pros-
pect is located and that the neces-
sary machinery for going into a di-
rect mail campaign has been assem-
bled— that the names are at least on
cards, properly divided geographi-
cally, by states, cities and names,
and the main groups sub-divided
into classifications.

I am making a lot of presumptions
here; but unless these things are
done, what use have we for a direct
mail plan? I presume, again, that
we are already prepared and organ-
ized to handle any inquiries that the
processed direct mail campaign will
bring in, and to handle them before
they are cold. I suppose we know
what season is our best season in
which to sell, if any; that we are
neither too late nor too far ahead.

Many direct mail campaigns fall
down; and in my estimation — after
spending several millions of dollars
of the "other fellow's" money on di-
rect mail — the reasons for failure
can more often be placed to lack of

if I

attention to these fundamental prin-
ciples and basic preliminary details
than to the plan itself.

It is too easy to get out direct
mail literature. There are far too
many people anxious to help the
average man get literature into the
mails. On every side we, who have
this marvelous automatic employee
selecting machine, are assailed by
printers, writers, direct mail spe-
cialists, multigraphs and all the rest
of the army who have something to
sell.

AND, naturally, knowing that our
L machine is the most wonderful
machine in the world, but that, of
course, our problem is different from
any that ever existed before in busi-
ness, is it any wonder that we are
tempted to go right ahead anyway
and get out at least a few folders
and letters? Suppose we have not
made a market analysis? What if
we do not know whether the price
is right? We can correct that later!
Don't do it!

Miss a whole season if you must ;
argue with the boss; resign if you
must. But let's not go ahead until
we are positive that every foun-
dation stone in our campaign is
solid.

And now we come to what I think
is a basic question. Why should we
use any direct mail? Because such
a vehicle exists and because every-

body else does it?
No, we must have a
reason for using it or
we should not be
driven into using it
at all. As far as I
have been able to see,
there are only four
reasons why manu-
facturers should ever
use direct mail:

1st : Because we
cannot find any ade-
q u a t e publications
which cover our pros-
pects without waste
in which we can ad-
vertise, (.because it
must be admitted that
advertising in publi-
cations is cheaper per
thousand readers
than to send a simple,
printed Government post card to one
thousand prospects).

2nd: The need to supplement or
follow-up publication advertising.

3rd: A realization that we can-
not tell our entire story in publica-
tion advertisements due to the
physical limitations of space.

4th: That by using direct mail
we can direct our selling message
in a personalized or localized form
to meet exactly the mind of the
selected prospects.

Now we get down to the creation
of the direct mail plan. We have,
undoubtedly, found that we are not
going to sell this machine entirely
by mail; therefore, our literature
and sales letters will not be mail
order letters but direct mail letters.
We are going to depend on salesmen
to do the final closing, and it will
be the purpose of our direct mail to
accomplish just one thing — and that
is this: When our salesman reaches
the prospect's office, presents his
card and says: "I present Pratt's
Automatic Personal Selector," the
prospect will say: "Oh, yes," in-
stead of "Huh?" In other words,
the direct mail will permit our sales-
men to start at ninety instead of
zero or ten below zero; and he will
have only ten steps to take, instead
of 100 or 110. And these steps are
all sales steps; none of them are
missionary steps; none of them con-

[CONTINUED ON PAGE 51]

July 28, 1926

ADVERTISING AND SELLING

Selling to the

Railway Industry

' I VHE departmental organization of the
■*■ railways necessitates intensive selling-
methods on your part — but the size of the
industry makes the amount of business, once
it is secured, worthwhile.

Of utmost importance to your intensive sell-
ing campaign are the five departmental pub-
lications which comprise The Railway Service
Unit — they select the men who influence the
purchase of your railway products and place
your sales story before them.

Each publication, by devoting its pages ex-
clusively to railway problems from the
standpoint of one of the five branches of
railway service, reaches a definite group of
railway officers — intimately and effectively.

Our Research Department will gladly
cooperate with you in determining
the railway market for your products.

Simmons-Boardman Publishing Company

"The House of Transportation"

30 Church Street New York, N.Y.

608 S. Dearborn St., Chicago 6007 Euclid Ave.. Cleveland

New Orleans, Mandeville, La. San Francisco Washington. D. C.

London

A. B. C. and A. B. P.

The Railway Service Unit

Five Departmental Publications serving each of the departments in the
railway industry individually, effectively, and without uaste.

ADVERTISING AND SELLING

July 28, 1926

Federal

MODEL "30"

MODEL "SO-

MODEL "35"

Federal

COMPARATOR MODEL 'V

MODIL "DD"

MODEL -45"

MODEL "R"

MODEL "C"

CYLINDER GAUGES

MODEL -20"

Something Different in Dealers

THE average dealer in machin-
ery, small tools or equipment
is without individuality. He
"represents" the factory in a certain
territory and, while he develops a
certain reputation, the burden of
proof is usually upon the manufac-
turer. He usually gathers under his
wing a miscellaneous line of tools or
equipment non-competing, but in
very few cases does he handle a
group of products which would en-
able him to specialize in the solu-
tion of any given problem. For ex-
ample, you could not go to any par-
ticular dealer as a specialist in drill-
ing, grinding, turning, etc. Each one
may carry a piece of equipment to do
the job and you must shop around in
selecting your tools.

A certain concern in Cleveland has
developed a service that is some-
what unusual. It has specialized in
precision tools — equipment for ma-
chining and measuring particularly
accurate work. More than twenty-
Bye different lines are carried, most
of them exclusively. Small machines
1)U ilt for special accuracy, small tools,
optical and mechanical measuring
ili vires and testing machines are on

By John Henry

display. Anything that can be ma-
chined can be measured.

After the establishment of the
service came the problem of securing
an "individuality." It was useless to
employ national or local advertising
on account of waste circulation. On
account of financial limitations, a
house organ was out of the question.
Most of the dealers are content to
allow the home office to carry the
burden, depending upon their name
in the advertisement plus personal
solicitation.

Another problem was in obtaining
a complete picture of their line. A
personal catalog was impossible, and
it would require a magician to weld
the assorted circulars, catalogs and
leaflets of the various lines into a
standardized form.

All of the problems were rolled
into one and solved at one time. A
four-page letterhead was designed, a
distinctive color being lithographed
on each page. This color served as a
means of identification, supplied in-
dividuality and provided continuity.

Each one of these letters sent to
a list of 400 prospects at intervals
was devoted to a certain line. The

first page was a letter from the firm,
while the inside pages illustrated the
outstanding products of the line. In-
cidentally, each manufacturer printed
for the dealer his own two inside
pages, which reduced the cost. The
letters are multigraphed. When the
series was completed, the dealer had
a complete catalog of his own show-
ing all the principal products of
the various lines. It is assembled in
an attractive cover ; can be mailed as
a complete unit or separated. It has
all the advantages of a loose leaf
affair and any part may be dropped
if the line is discontinued.

Two new series are being planned,
one to show the various plants be-
hind each of the lines and a second
to show the products being built by
the use of this "service."

The originality and individuality
of this scheme has been commented
on throughout the territory and has
resulted in increased sales. The
firm has established a reputation as
"Accuracy Headquarters," and are
often called upon to act as mediators
in disputes involving measurements.
A service charge is made for this
form of cooperation.

July 28, 1926 ADVERTISING AND SELLING 35

Nothing to ao with Advertising

Lots of the knottiest advertising problems don't look like advertising
problems.

They come under the disguise of a price that is out of line, a fault in
trade relations, or perhaps goods that are poorly packaged and do not give
good display. Even such matters as increasing profits by reducing the items
in a line, or teaching salesmen to use advertising as a tool, or getting the
trade to cooperate with a new selling policy — to suggest just a few typical
instances — are often real advertising problems.

Vitally so; for any one of them unwisely handled may damage the
effectiveness of a perfectly good advertising campaign beyond repair.

The wise advertiser does not regard any of his business problems as
"nothing to do with his advertising or his agency." It is a real part of the
work of a good agency to know them all. Often out of its experience it is
able to suggest remedies for them. If not, it can at least work in full
consciousness of their influence.

In either case the advertiser gains.

CALKINS £> HOLDEN, Inc.

2.47 PARK AVENUE • NEW YORK CITY

:!6

\|)\ ERTISING \M> SELLING

July 28, 2926

j He] ' l- ti . [n

Inquiries and Their Significance

By Don Francisco

WHAT lessons, if any, have
Pacific Coast community ad-
vertisers learned through
their inquiries? Have inquiries es-
tablished any fundamentals? In or-
der to answer such questions let-
ters and questionnaires were recently
sent to the leading community ad-
vertisers of the West Coast, as well
as to advertising agencies handling
community advertising. Reports
were received from those handling
the advertising of Seattle, Tacoma,
Portland, Californians, Inc., Oak-
land, Hawaii, All-Year Club, Tucson
and San Diego.

As a result of this correspondence
only two conclusions are possible:

First — Little has been learned
from inquiries;

Second — What has been learned is
for the most part considered con-
fidential.

Of the nine Pacific Coast commu-
nity advertisers who contributed in-
formation, only one indicated that it
considered cost per inquiry figures
oJ basic importance. However, all
but one felt that inquiries were of
some value in indicating the relative
effectiveness of different advertise-
ments. All the advertisers stated
that inquiry costs were considered
in renewing schedules and selecting
publications but only two stated def-
initely that they actually based their
selection of publications on previous
inquiry rests. One advertiser rated
inquiry costs as twenty per cenl of

Portli ered before

inity Advertising I '• pai tmi nl .
i irertislng i Hubs Association,
San Francisco.

the total considerations that gov-
erned his choice of copy and eighty
per cent of his considerations in
choosing media. One community
makes no effort to secure inquiries.
Most of the advertisers attach great
value to each inquiry and every one
is systematically followed up by
mail.

Of these nine advertisers, eight
used magazines, five used daily
newspapers, and three used roto-
gravure sections. Four stated def-
initely that they had found maga-
zine advertising most productive of
inquiries while one had found black
and white copy in dailies most suc-
cessful.

OUR own experience with the ad-
vertising of the All-Year Club of
Southern California and other com-
munities is that magazines produce
inquiries at the lowest average cost,
rotogravure sections rank second,
and daily newspapers third. How-
ever, the All-Year Club invests as
much money in newspapers as in
magazines. In stimulating summer
business the magazines copy starts
earliest. It is intended to reach
those who are planning trips con-
siderably in advance. They have
time to write to California for fur-
ther information. The summer
newspaper copy is released in the
spring and late summer when vaca-
tion planning reaches its climax. It
is the final urge, and directs inter-
ested readers to the nearest ticket
office. Some go to local resort bu-
reaus, which are frequently main-

tained by the newspapers themselves.
People planning summer vacations
late in the spring are not so likely
to- write to California and wait for
further information. Our returns
from magazine copy decrease as the
vacation season approaches. Our in-
quiry costs, therefore, do not prove
that magazines are more effective
than newspapers.

IN testing media it is well-known
that travel publications usually
produce more inquiries per dollar
than general publications, and more
inquiries may be expected from
general periodicals than from class
magazines. Almost every advertiser
deliberately uses for their general
influence publications which are com-
paratively poor producers of in-
quiries. Yet inquiries furnish one
clue when seeking the most effective
publications of a certain class or
when testing the comparative re-
sponsiveness of different fields.

Of the newspaper advertisers who
responded to the questionnaire, three
said definitely that their inquiries
indicated better results when their
copy was placed in the general news
or "run-of-paper" section. Only one
preferred the resort section.

We have always felt that "run-of-
paper" position was more effective
for informative or educational copy,
but in certain publications we use
the travel sections because of par-
ticularly attractive rates. More
people are interested in the news
section than in the travel section.

There is no unanimity of opinion

[CONTINUED ON PAGE 421

July 28, 1926

ADVERTISING AND SELLING

Speeding Up Delivery of
The Des Moines Sunday Register

Every town shown by a star on the Iowa map gets The Des Moines
Sunday Register by special motor truck. Many of these towns are with-
out Sunday train service. In some towns trains arrive too late in the day
for early delivery. In others a later edition can be delivered by truck
than by train.

Iowa must be served with Sunday Registers. So The Des Moines Sun-
day Register has arranged its own exclusive motor hauls, either direct
from Des Moines or from junction points where the trucks meet the trains.
The Des Moines Sunday Register publishes no "pup" or "bull dog" editions
for sale on Saturday outside Des Moines. Every copy of the entire 150,000
circulation is printed Saturday evening or Sunday morning.

Two hundred eighty-six Iowa towns are now served by special Sundav
Register truck delivery.

In 801 Iowa cities and towns The Des Moines Sunday Register reaches
from one-fifth to nine-tenths of the families. In these points, therefore, as
well as in Des Moines, merchants sell products advertised in The Des
Moines Sunday Register.

Booklet showing circulation by cities and towns mailed on request to
The Register and Tribune, Des Moines, Iowa

\HVKRTISING AND SELLING

July 28, 1926

Good Bye Broadway
Salesmanager

By V. V. Lawless

COLLEGE graduate, brilliant
young attorney, highly suc-
cessful protege of a sound and
shrewd New York banker, he had
been placed in charge of the sales
of a sizable company when its af-
fairs required the watchful super-
vision of a new board of directors.
Although this young man, still in his
thirties, had had no practical expe-
rience in selling goods or in the se-
lection and training of salesmen, he
was selected to take charge of this
end of the business for the follow-
ing reasons :

"Salesmanagement these days is
mainly careful watching to see that
the company gets every possible dol-
lar for its goods and to see that no
money is spent needlessly in having
salesmen go where there is no real
opportunity for business. The prin-
cipal element in salesmanagement in
a company like this is making for
greater efficiency and greater econ-
omy. Our products are well known
They are advertised. Distribution
was secured long ago. What is
needed from here on is sound busi-
ness judgment backed up by an
analytical mind."

And so this man was put into
this work.

The regretable part of the story
is that in failing to accomplish his
mission he found himself severely
blamed and severely criticised. The
fault really lay with the men who
put him into the position, unless
one may blame the young attorney
for failing to recognize the magni-
tude of the job he undertook and un-
derestimating the scope of the work.

Today it is evident to this man
that going into salesmanagemenl
without appreciating its difficulties
is as foolhardy as though a good,
all around salesmanager undertook
to defend a highly technical con
tract against a highly efficient and
experienced contract attorney.

And still almost daily we find men
who should know better than to take
this stand: "A man nerd not be
a good salesman to lie a good sales-
manager. For that mat tor, manag-
ing salesmen is not selling goods. It

is an entirely different undertak-
ing. You might as well say that
a man could not be a good theatrical
producer unless he had been a fine
actor."

To get back, though, to the at-
torney salesmanager we were dis-
cussing in our opening paragraphs,
it might be illuminating to quote
from the conversation of a group of
salesmanagers who were discussing
this individual: "One trouble with
him," one of these men explained,
"was that he was not market mind-
ed."

"What do you mean — market
minded?" another man interrupted.

"Just this: There was a salesman-
ager who was undoubtedly a very
good analyst of expense reports
and salesmen's condition letters. He
could no doubt pick a salesman's
hard luck story to pieces and prove
to the man that he had been lying
to the house. And he could send
the salesman on his way humiliated
and angry. He could be reasonably
sure, too, that that salesman would
hardly be inclined to try that sort
of thing again. He could sit back
in righteous indignation and com-
ment in scathing terms on the in-
efficiency of salesmen. And he
could back up his statements with
convincing facts and figures."

up UT— h«
D courage

-he could not take that dis-
aged, down-hearted chap,
just off the road after a nerve-wrack-
ing, trying and unsuccessful trip;
sit down with him; and quietly and
carefully show him how it should be
done. And then he could not cheer-
fully and gladly say to that man.
'Now, Mill, on Monday you and I
will hit the trade together for a
while.' He could not send thai
salesman home on Saturday night,
seeing things in a new light, realiz-
ing that after all it could be done,
and just waiting for Monday morn-
ing to come so that he and his boss
could go out and really do some-
thing. This salesmanager could not
do that because he was not market
minded.
"This particular salesmanager

could not sit back in his chair and
visualize the average merchant. He
could not sympathize with him in
his problems and his difficulties. The
ups and downs of retailing meant
nothing to him. He could not feel
concerned over something he did not
know existed. To him, the mass of
buyers were ungrateful souls who
aggravated the house by not being
willing to order promptly and liber-
ally. Or, if not that, then those mer-
chants were being solicited by sales-
men who were different and indo-
lent. And all that because he was
not 'market minded.' "

THE man who heads a success-
ful sales organization today not
only should but must have a keen
and sympathetic understanding of
his prospective buyer and that pros-
pective buyer's needs. Not only
that, but he must see clearly how
the merchandise which he has to
offer fills a real need for that buyer.
In short, he must be thoroughly im-
bued with the idea that the buyer
is much better off with the product
than with the number of dollars it
cost to buy the product.

There is one more attribute
which the modern salesmanagej
must possess, and that is the realiza-
tion of the service he is rendering.
The salesmanager who is not abso-
lutely convinced that he is rendering
a service with his merchandise, a
service worth all and more than it
costs, is not headed for genuine suc-
cess because he is condemned to
mediocrity before he starts.

And no salesmanager can lie in
perfeel accord and sympathy with
his trade and with his men unless
he knows the feel and the language
of his trade, and understands his
men and their problems. He must
go further than that, lie must not
merely know and understand his
trade and sense the needs of his
trade. He must make his trade ap-
preciate fully the value of the service
bis house is rendering and he must
put thai service into language and
terms which the buyer can I'ulh un-
derstand: and he cannot do that un-

[CONTINl'KD ON PAGE 52]

July 28. 1926

ADVERTISING AND SELLING

FOR your sales-promotion in any field, find the medium
that deserves the title directive MAIL — then go after
'em! Directive MAIL sidesteps the vvastebasket and gets
its man — directive MAIL wins thorough, thoughtful
consideration — directive MAIL is not merely your Idea of
What They Ought to Want but their Idea of What They
Need. In the department and dry goods store market, the
Economist Group is the first and foremost; the straight,
fast way; the merchant's operating manual. Every issue
of every edition has all the distinguish-
ing marks of directive MAIL. Other
ways and means can help, materially —
but use business papers as backbone.

Tell and sell the merchant — and
he'll tell and sell the millions

The Economist Group
— Dry Goods Economist,
Merchant-Economist — reaches
the buyers and executives of
more than 30,000 stores in
10,000 cities and towns —
stores doing over 75% of the
U. S. business done in dry
goods and department store
merchandise. Help on re-
quest: 239 West 39th
Street, New
York — and
other princi-
pal cities.

The odds are all in favor of directive MAIL. In-
coming matter that is ordered, expected, wanted, needed,
sure-to-be-used — gets past the barriers and straight into the
bttsiness every time.

A recent test of ours illustrates the point. We asked the
general manager of a busy department store in a city of
16.000 to save for us all direct mail matter of an adver-
tising nature that came in during the week.
After three davs of it he threw up his hands — "This is
too" much: Take it away!" There were no less than 793
separate pieces, proclaiming the virtues and broadcasting
the benefits of this, that and the other thing, from floor
lamps to lingerie — 793 promotive missiles hitting a typical
small store in three days!

What chance has your pet sales argument in competition
with the other 792? Send it out in the form of directive
MAIL — where you know it will be seen and studied.
Send it out as part of a welcome, paid-for service that is
awaited and put to work in more than 30,000 retail stores.
For any product of interest to the department store
market, the Economist Group is THE connecting link —
your direct, swift, sure approach to the men who matter.
When you need help — come to headquarters to get it!

~$ONE OF A SERIES^

Ill

ADVERTISING \ M) SELLING

July 28. 1926

They're in Wall Street Now

Advertising Men Who Broke Into Finance

By Christopher James

WALL STREET— the real
Wall Street— used to be
about as vociferous as a
clam. Like Count von Moltke, it
knew how to be silent in eleven dif-
ferent languages. When it talked —
as it had to, occasionally — it prefaced
its remarks with, "You understand,
of course, that my name must not be
mentioned."

But Wall Street has changed. The
"Shush-Shush" policy which was the
rule as recently as 1915 has been
scrapped. Today the "Street" is as
keen for publicity — of the right sort
— as the advance man for Ringling
Brothers' circus.

Practically every New York bank
and trust company has its advertis-
ing department. So have the big
bond houses. The rule which pro-
hibits members of the New York
Stock Exchange from advertising
still holds. But the more aggressive
stock exchange houses have a depart-
ment which is called "public rela-
tions." It is their mouth-piece. And
through it issues a vast amount of
printed matter which is not "adver-
tising," in the strict meaning of the
word, but which enlightens the in-
vesting public. Advertising could do
no more.

The man who has charge of the
department of public relations
usually has charge of "research and
statistics." as well. The facts he
uncovers while researching he uses
as "public relations" man. His work
is really very similar to that done by
advertising agency men except that
advertising agencies are more highly
departmentalized and the staffs are
larger. Nevertheless, the fact re-
mains that Wall Street has accepted
the advertising idea, and opened its
doors tn the advertising man. With
the result that more than a few men
whose offices, a few years ago. were
OH Fourth Avenue are now within
two or three hundred yards of
Bowling i ireen.

Harvey I). Gibson, president of
the New York Trust Company, is
tin outstanding example of an adver-
tising man who has made a name
for himself in Wall Street. Fifteen
years or he was advertising

manager for Raymond Whitcomb,

tOUrisI agents. He left them to

go with the old Liberty National
Bank, of which, in a surprisingly
few years, he became president.
When it was absorbed by, or com-
bined with, the New York Trust
Company, he was made president of
the combination.

Francis H. Sisson is another
former advertising man who has
made a name for himself in Wall
Street. He is vice-president of the
Guaranty Trust Company. Graduate
of Knox College, at Galesburg.
Illinois, Sisson, after serving his
apprenticeship as reporter and busi-
ness manager, became publisher
of the Galesburg Mail. Sisson's
next venture was as part-owner of
the Peoria Herald-Transcript. Then,
seeking new worlds to conquer, he
went East. For a time he was on
the editorial staff of McClures.
Then, in the order named, he was
secretary (and advertising manager)
of the American Real Estate Com-
pany, vice-president and general
manager of the H. E. Lesan Adver-
tising Agency, and assistant chair-
man of the Association of Railway
Executives where he was brought in
contact with Wall Street.

THE path that led Lee Olwell,
executive vice-president of the
National City Bank, to Wall Street
is a winding one. His first connection
with advertising was as a commer-
cial artist for an advertising agency.
Then he served the National Cash
Register Company as advertising
manager. When Hugh Chalmers,
vice-president of the N. C. R., left
that company and established the
Chalmers Motor Car Company.
Olwell went with him. Eventually.
he became vice-president and gen-
eral manager. One day he met
Charles E. .Mitchell of the National
City Company. Mitchell was looking
for just such a lieutenant as Olwell
and Olwell was looking for just such
a chief as .Mitchell. They got to-
gether— of course.

George Buckley — formerly with
.1. Walter Thompson and more re-
cently president of the Crowell Pub-
lishing Company, and. still more re-
ci el Ij . publisher of the Chicago
Herald-Examim i i first assistant
to Mr. Mitchell.

Ernest F. Clymer has recently
gone with McClave & Company, mem-
bers of the New York Stock Ex-
change. He has had other Wall
Street connections — Bonbright &
Company, Hornblower & Weeks and
Moore & Schley. Research, statis-
tics and public relations, these are
the things Clymer specializes in. He
is best known in the advertising
world for his connection with
McCI are's Magazine.

Roger Hoyt, son of the late Frank
Hoyt, publisher of the Outlook had
considerable experience in publish-
ing as well as advertising before he
went with Case, Pomeroy & Com-
pany, investment securities, whose
advertising manager he is.

CARROLL RAGAN was Francis
H. Sisson's assistant when with
the American Real Estate Company.
He is now with the United States
Mortgage & Trust Company as ad-
vertising manager.

H. R. Reed — "Hal," everybody
calls him, though his first name is
Horatio — is with the Bankers Trust
Company, in charge of the "new
business" department. Before coming
to New York, he represented, suc-
cessively, the Review of Revu wa
Collier's and the Christian Herald in
Chicago.

Charles M. Steele is a partner in
the stockbroking firm of Auerbachj
Pollak & Richardson. He originally
intended to go in for medicine, but,
somehow or other, found himself in
the advertising department of the
National Cash Register Company.
Later, he served more than one ad-
vertising agency as copy-writer. His
first experience in Wall Street was
in the employ of Dominick & Domij
nick.

Without exception, these men are
better off, financially, than when they
bought, sold or wrote advertising.
Nevertheless, also without excep-
tion, they will tell you that the years
they spent bearding the reluctant
advertiser in his den or striving to .
get the boss's "O.K." on a piece of
copy were the happiest in their lives.
In this, they are like the old-time
circus clown, who "just couldn't
bear" the smell of saw-dust — it made
him homesick.

July 28, 1926

ADVERTISING AND SELLING

Sales Managers, Space
Buyers, Advertising
Managers - - File This!

T3EL0W is an accurate graph of
^"^ the City Circulation positions
of Cleveland's 3 large newspapers for
the past -i years. It tells what Cleve-
land people think of The Press. To
the right are the detailed circulation
figures for the same newspapers.

In 12 months The Press has gained
more than twice as much City Cir-
culation as the two others COM-
BINED, and gained more than 7000
more Total circulation than both
combined.

The BOLD FACE FIGURES in-
dicate the hia-hest CIRCULATION

POINT ever i cached by each of the
three.

The News has <S13 less circulation
than it had on September 30, 1923.
The Plain Dealer has 6592 less than
it had on September 30, 1923, and
The Press has 22,527 MORE than it
had when its contemporaries were at
their highest point.

It is true that The Press has the
largest Cleveland circulation, larg-
est True Cleveland Market Circula-
tion, largest total circulation in all
Ohio, and has grown faster than any
other Cleveland newspaper.

It is true that The Press is the
First Advertising' Buv in Cleveland !

Press

City

C.&Sttb.

Total

March 31, 1922

140,801

152,507

179,161

Sept. 30, 1922

143,041

155,909

182,548

March 31, 1923

150,054

162,912

189,199

Sept. 30, 1923

159,714

173,477

200,110

March 31, 1924

157,509

171,059

194,793

Sept. 30, 1924

157,224

172,122

193,556

March 31, 1925

165,824

181,160

201.364

Sept. 30, 1925

174,170

191,275

211,210

March 31, 1926

184,047

201 ,966

222,637

Plain Dealer

March

Sept.

March

Sept.

March

Sept.

March

Sept.

March

31, 1922

30, 1922

31, 1923

30, 1923

31, 1924

30, 1924

31, 1925

30, 1925

31, 1926

Citv

105,283
112,137
107,168
116,477
107,454
113,288
106,093
112,839
111,282

C. & Sub.

132,656
142,704
136,842
150,039

138,654
148,469
137,648
145,833
145,496

Total

180.460
192,712
188,495
206,831
191,319
204,773
190,325
199,628
200,239

Nezus

March 31,
Sept. 30,
March 31,
Sept. SO,
March 31,
Sept. 30,
March 31,
Sept. 30,
March 31.

1922
1922
1923
1923
1924
1924
1925
1925
1926

City

100,583
106,601
1113.324
117, 653
113,932
119,494
122,616
118,287
126,046

C.&Sub.

116,743
124.142
120.16"
136,067
130,975
137.530
140,117
136,174
144,802

Total

146,467
155,297
150,477
168,623
1.58,752
164,488
163,842
157,739
167,780

The Cleveland Press

NATIONAL REPRESENTATIVES:

250 Park Avenue, New York City

DETROIT : SAN FRANCISCO

FIRST IN CLEVELAND

SCRirps-mjivARo

ALLIED NEWSPAPERS, INC.
410 N. Michigan Blvd., Chicago
SEATTLE LOS ANGELES

LARGEST IN OHIO

ADVERTISING AND SELLING

July 28, 1926

Inquiries and Their Significance

among Pacific Coast community adver-
tisers as to the most effective size of
space. However, those who had fol-
lowed their inquiry costs over a period
of years agreed that in general small
space produced inquiries at lower costs
than large space but that there were
other considerations which prompted
them to use some large space in
practically every schedule. I think it
is generally conceded in all types of
advertising that many advertisers con-
stantly face situations in which the
effect created by advertisements of
impressive size is of more importance
than greater circulation, more fre-
quent reiteration, and more inquiries
per dollar, all of which might be ob-
tained by the use of small space.
Usually a combination of large and
small space is used.

(""1 ONTRARY to expectations, our
J^ experiences this year with the
newspaper advertising of the Ail-Year
Club showed that our larger copy
(three columns by 15 inches with cou-
pons) produced inquiries at half the
cost of our small copy (4 inches, single
column, without coupons).

It is interesting to note that of the
five tourist advertisers who gave in-
formation on the three or four period-
icals that were most productive of
inquiries, one magazine was mentioned
by all five, one was mentioned by four,
and one by three. This is evidence of
consistent pulling power.

One tourist advertiser concentrates
in class magazines because of the cost
of the trip it is selling. Two use
periodicals with general or mass cir-
culation and four use both class and
mass circulation.

All the community advertisers re-
ported that they segregated their in-
quiries to eliminate any that did not
seem to warrant follow-up by mail.

A majority of Pacific Coast tourist
advertisers who do local advertising in
eastern or central states find that they
get the most inquiries per dollar from
advertising in the Middle West. Asked
if the first advertisements of a series
pulled better than the later ones, four
advertisers answered "yes." two said
"sometimes;" one reported "no" and
two could not answer.

The tendency of inquiries to fall off
as the campaign progresses is, of
course, also influenced by the season.
It must be expected, for example, that
in advertising to induce summer visi-
tors to come from the East to the
Pacific Coast the number of inquiries
will bi June than in April or

early May because trips of such dis-
tance are not commonly planned so
late as June. We have found it pos-
sible to decrease the inquiry costs of
the All-Year Club by starting and

[CONTINUED FROM PAGE 36]

ending our seasonal campaigns earlier
and by increasing the intervals be-
tween insertion dates in each publi-
cation.

The summer months are avoided
by all the Pacific Coast community
advertisers. Those seeking winter
visitors find that advertising released
between October 1st and January 31st
is most productive. The advertising
for summer travel is run from Febru-
ary to May inclusive and, in two cases,
into June. Copy seeking permanent
residents pulls best in winter. To a
high degree inquiries from California
advertising follow the weather. Given
a blizzard in the East during the days
in which California's winter advertis-
ing appears, a big increase in inquiries
is certain. December is the worst
winter month. January and February
are the best. Industrial advertising is
most productive in the autumn and
spring. Regardless of what season you
are trying to exploit, the lesson of the
inquiries apparently is "start early.''

A couple of years ago when our
quantity of inquiries decreased over-
previous years we reasoned that the
decline was chiefly due to the boom in
Florida and the fact that the eastern
and mid-western public was "Florida-
minded" and less interested in Cali-
fornia. We received returns this year
at one-third the cost of those received
last year. I believe it is safe to con-
clude that our original diagnosis was
correct and that one of the factors
which multiplied our inquiries three
fold was the termination of the Florida
speculative boom and the increased
interest in the Pacific Coast.

ONE year we selected from the
All-Year Club newspaper copy our
"best puller" and our "poorest puller,"
put them side by side and subjected the
headlines, general appeal, text and il-
lustrations to a comparative analysis in
an effort to discover the basic reasons
for the variation in pulling power. We
noted two rather outstanding differ-
ences that could have accounted for
the variance in returns, and thought
we might have made an important
discovery. However, when we pursued
the inquiry further by examining
position, date of release, climatic con-
ditions and other factors, we found
that the most successful advertisement
ran in April and the least successful
inquiry puller appeared in June. A
further study of the returns from all
the newspaper copy showed that the
advertisements which were released in
April and May pulled more returns
than those which appeared in June.
It was quite apparent that the differ-
ence in inquiry returns was due more
to the time of release than to any
minor differences in the copy story.

These incidents illustrate the difficulty
in drawing sound conclusions from in-
quiries and the danger in superficial
examinations.

But the most definite and convincing
evidence of what can and cannot be
proved by inquiries is to be found in
the returns of community advertisers
who are able to trace, not only the
source of their inquiries, but also the
source of their "arrivals."

A tabulated comparison of cost per
inquiry and cost per arrival for three
years of community advertising shows
that, with one or two exceptions, no
correlation exists between the value of
a periodical as indicated by inquiries
and its value as proved by arrivals, or
actual sales.

FOR example, in the 1922-23 cam-
paign one publication stood first in
inquiries but eighth on arrivals. The
publication that ranked first on ar-
rivals ranked twenty-first on inquiries.
In both the succeeding years it made
the poorest showing on inquiries of any
publication, yet on actual arrivals it
stood second in 1923-24 and was first
ag'ain in 1924-25.

Another publication is an exception.
Its inquiry costs follow its arrival costs
very closely, and it pulled consistently
year after year. During the three
campaigns it stood first twice and third
once in inquiries, and first once and
second twice on arrivals.

Taking inquiry costs alone, or ar-
rival costs alone, it will be seen that
each publication maintained its rela-
tive position quite consistently. It is
clear, however, that had this adver-
tiser selected his publications solely on
the basis of inquiry costs he would
have been deprived of some of his most
effective media and would have put a
great deal of money into less effective
periodicals. There is no reason appar-
ent for believing that inquiries are
more trustworthy in testing copy than
in testing media. There are more
ways other than checking inquiries
through which the advertiser can
gage the success of his investments.
The most efficient advertising is
planned and prepared by men who
benefit by the lessons of hundreds and
perhaps thousands of campaigns, some
of which have yielded traceable re-
turns and have established basic laws.

Inquiry figures are worth study but
they should not be valued in the same
way as are figures on "cost per ar-
rival" or "cost per sale." Rarely can
they be safely made the basis of con-
clusions without other supporting
facts.

In fact, inquiry figures are a real
danger in the hands of an advertise
who. upon superficial examination, ac
cepts their indications as final.

July 28, 1926

ADVERTISING AND SELLING

A Chain of Influences Which Promote the Sale of Romance Chocolates

Mr. and Mrs. Young, typical of
the 550,000 frequent and ardent
moving picture enthusiasts who
read Photoplay—

© catch from the screen tempting
suggestions of every kind: things
to wear, things for the home,
things to eat (confections like
these, for instance).

Mrs. Young glancing through
Photoplay lights again upon the
scene from the picture where she
saw herself in fancy —

And the maker of Romance
Chocolates, advertising in Photo-
play, captures her fancy for his
merchandise.

How inevitable chat reminder
advertising' at the point of sale
should clinch the prior chain of
selling" influences into

that most desirable of all ends
— a new customer.

Moving Pictures DO Move

THEY move moving picture enthu-
siasts to new interests.

Clearly it is the most enthusiastic at-
tenders who are moved to the most new
interests; — and clearly the most inter-
ested attenders are the 550.000 readers
of Photoplay.

The screen is no douht selling your

product, too.

Don't you see how vou can follow

through in Photoplay and put this
chain of selling influences to work in
your behalf? — the moving picture, the
pages of Photoplay, your advertising
in Photoplay, dealer aids based on your
advertising in Photoplay.

Here are four selling influences grow-
ing out of a single advertisement.

May we show you how other advertisers
have capitalized this chain of influences
to their profit?

Photoplay

Predominant ivith the 18 to 30 Age Group

JAMES R. QUIRK, Publisher
C. W. FULLER. Advertising Manager

221 West 57th St., New York 750 N. Michigan Ave., Chicago

127 Federal St., Boston

A^^^&%,ys^^v^^

ADVERTISING \M> SKLLINC

July 28, 192

8pt. Vag

Q0-

tyodkins

THE morning paper one day last
week carried two news items that
seem to me to have very real sig-
nificance. One was the front-page story
of the protest parade of 20,000 French
war veterans in Paris, who marched to
the statue of George Washington and
placed thereon a marble placque bear-
ing this engraved inscription:

The war veterans of France to the pi ople
.ii the United Stati i

Over the head oi diplomacy, tar from
political and financial combines, the war

veterans of France appeal straight to the
people of the United Stati

After the deceptions of peace the proposed
debt settlement would consecrate the ruin
of France and the loss of her independence.

America will understand that the war
veterans of France, who are honest, sin-
cere and loyal, are asking in a friendly
manner that the study of the question
should be taken up once more.

The other item was an insignificant
stickful on an inside page stating that
in the little town of Grand View, Rock-
land County, New York, contributions
were being solicited for a fund to run
advertisements in the Rockland County
newspapers stating that the residents
of Grand View will no longer trade
with the merchants of the neighboring
city of Nyack until the fire department
of that city agrees to respond to calls
from Grand View.

When the people of a great country
or of a humble village take things into
their own hands and turn to advertis-
ing to their fellows, whether they
"run" their "copy" on a marble plaque
or in a list of county weeklies, it is
likely to lead to something.

Let the more intelligent minds
among the so-called masses once learn
how to use advertising, and the rant-
ing of the reformer will give way to
spontaneous expressions of human
needs and aspirations that will move
men to action in a way that will dumb-
found the reactionary politician and
amaze the academic sociologist.

"The people" will not remain inar-
ticulate forever!

—8-pt—

Tlio English packet must be in, for
the post brings me a fat envelope from
England. Opening it I find that my

friend, I . R. W I, of Martin's, Ltd.,

London, ha ■ i me copies

of several of th ncy papers is-

during the recent general strike

water. I' g in them-

they are document! which I

shall put away, some day to hand down
to Odds, .Jr., who promises already to
fcx of the temperament which p

things.

Isn't it fine to have friends who
think of one in such ways?

—8-pt—

The Advertising Club of New York
is certainly in the spotlight these days,
entertaining all the notables from over-
seas who visit our shores long enough
to get up to Thirty-fifth Street!

Certainly few if any clubs in the city
can offer any finer setting for a recep-
tion. The old Robb mansion is formal
enough in decoration and furnishings
to provide the right atmosphere for the
reception of distinguished visitors, and
at the same time intimate enough to be
friendly.

—8-pt—

Just when it seemed as though there
couldn't be anything very new in news-
paper advertising, along comes the
Welte Mignon double column advertise-

You can hear all three
between luncheon and tea

£^-HERE arc rhrcc hours bcrwcen
Cf) the lasr flake of pastry at two
and the first sip of Pekoe at five In
that short sp3n, without fuss or rush,
you can hear rhc thtec important re-
producing pianos— the only rhrcc rhar
can bring great music to yout home

And of these, the Wclte-Mignon is
the only one which embodies the per-
fecred action in the piaqo perfected
to play it This is vcty important
Instead of two things joined togcthet
to make music, flic Welte-Mignon is
one instrument built for the single
purpose of reproducing every shading
of an artist's intetptetation.

Hear all rhrcc. The investment a
not to be lightly made. But give
the other rwo rheir hour firsr and
then come to our studios. For rhen
you can listen tranquilly while the
Wclrc Mignon transcends in beaury
all you have heard before.

V/ie Jkrftcltd

WELTE MIGNON

IN THE WELTI lil'lll WEU] PIANO
jttovrt txctusircly Ml our »/:.

665 FIFTH AVENUE al 53s!

ments, one of which I take rare pleas-
ure in reproducing in reduced form.
Charm, freshness, daintiness, musical

atmosphere and copy with "sell," all in
modest space. A distinct achievement.
I wonder not that these advertise-
ments won Class AA rating in the ad-
vertising exhibition conducted recently
by the Music Trades Association.

—8-pt—

I see the National Association of
Purchasing Agents, and a number of
other associations have finally agreed
on a standard invoice form which saves
a lot of time and correspondence and
paper and misunderstandings.

I well recall the time, some years
since, when one of these standard in-
voice forms would have saved me much
embarrassment. Thomas Dreier and I
had collaborated in the writing of a
full-page newspaper advertisement for
a Boston automobile company, for
which we were to receive the princely
sum of $100, to be divided $50-$50.

Tom was to submit the bill. He did
submit the bill, but characteristically
enough, he submitted it in the form of
a note addressed to the motor company.
stating that it was indebted to him in
the sum of $100 if the advertisement
was satisfactory; otherwise it was priv-
ileged to file his bill in the waste-
basket.

The gesture was good, but the bill-
ing form was not sufficiently standard!
The advertisement was highly satisfac-
tory and the "bill" was approved by
the Boston manager and forwarded to
the Detroit office for payment. But in
Detroit it suffered the misfortune of
being mistaken for correspondence. It
was filed as such, and reposed in the
letter files for months and months be-
fore the mistake was discovered and
our — or at least my — embarrassment
was relieved!

So I'm strong for a standard form of
invoice.

—8-pt—

Every once in a while, when this

just naturally won't dummy up
right, I am reminded of the composing
room foreman Mitchell of the Sun tells
in his "Memoirs of an Editor."
This foreman, being of limited inven-
tiveness, used to make his short col-
umns justify by adding the words:
"This line fills up the column."

July 28, 1926

ADVERTISING AND SELLING

Selling 3,500,000 Pounds of
Package Coffee in Milwaukee—

GREATER Milwaukee fam-
ilies, during 19 2 5, con-
sumed more than 3,500,000
pounds of package
coffee, according to
the latest Consumer
Analysis of this
market.

Total Paid Food

Product and Beverage

Advertising

The Three Milwaukee Papers
(First Six Months of 1926)

Of the 79,138 fam-
ilies using package
coffee last year,
51% bought one of
the five leading
brands advertised in
newspapers. Three of the five
mo.it popular brands advertised
exclusively i n The Milwaukee
Journal. The other two concen-

Lines

JOURNAL 557,011

Second Paper . 212,397
Third Paper 100,207

The Journal printed more than
2% times as much food and
beverage advertising as the sec-
ond paper, and more than 5
times as much as the third paper!

trated far more of their advertis-
ing investment in The Journal
than in the other two Milwaukee

papers combined!

The remaining 49%

of the total package

coffee users divided

their preference

among 97 different

brands — mostly un-

advertised.

In the rich and
stable Milwaukee-
Wisconsin market
any advertiser of a good product
needs only one paper to build a
maximum volume of business at
the lowest possible cost per sale —

THE MILWAUKEE JOURNAL,

FIRwST BY JMEFwIT

ADVERTISING \ M) SELLING

July 28, 1926

Common Sense In Selling

For a long time manufacturers stuck
to the stub-pencil-and-back-of-an-en-
velope method of figuring the cost of
making a product. So long as they
did this, important wastes went undis-
covered. The process consisted essen-
tially of dividing the total expenditures
by the total production.

IT was impossible with this plan to
determine the exact cost of any prod-
uct. When accurate figures were de-
termined, revolutionary changes in
policy often resulted. I have seen a
"leader," which was presumably highly
profitable, dropped when figures showed
that it was a "dud," and that some
neglected orphan in the line was not
only wiping out the losses that the
darling caused, but was making suf-
ficient additional profit to keep the
whole business from sinking forever
into the sea of bankruptcy.

The back-of-an-envelope method of
securing information is still in vogue
in the selling side of business. All
that it gives is a flat percentage cost
of selling for the business as a whole,
which involves no calculation more dif-
ficult than dividing the total cost of
selling by the total volume of business.

The percentage cost of selling for the
business as a whole gives no informa-
tion that can be of any value as a
guide. But if the cost of a salesman's
call is determined, that figure can be
applied in innumerable ways which will
give an insight into the correctness of
policies and methods.

As a matter of fact, it costs as much
for a salesman to call on a small re-
tailer, who may buy a hundred dollar
order, as on a big buyer, who thinks
nothing of signing a single order for
$10,000 worth of goods. The percent-
age cost of selling will never show this;
on the contrary it covers it up. But
apply the cost for a call to some of
your customers and you will learn at
once what it actually costs you to sell
them.

Few people realize what it does cost
to make a call. When both the sales-
men's direct and indirect expenses are
considered, it is not unheard of for
a single call by a salesman of ordinary
rank to cost as much as $80. You
can't afford to solicit hundred dollar
orders at that cost. In some congested
territories I have seen a cost which
was as little as a dollar, but from five
to twenty dollars is more usual.

It may very well lie different for

every territory, for to a great extent it
depend; upon the number of calls which
it is possible to make in a day. In a
city or in a district where the towns
are close together it may be possible
for a salesman to make fifteen calls a
day while in the sparsely settled ei
tions an equally conscientious man maj

[CONTINUED FROM PAGE 20]

be able to get in only one or two. Yel

it is often true that the man with the
low cost for a call can sell more goods
than the man whose cost is high.
There are more prospective users of
the product in his populous territory.

This sometimes results in injustice to
the salesman and in losses to his em-
ployer. The man with the high cost
may be the better salesman, yet when
his selling expense is, as usual, reduced
to a percentage of his sales and this
percentage compared with the figure
which has been taken as the norm for
the business as a whole, he may appear
to be a "dub." An occasional sales-
manager with a sense of justice will
use common sense and realize that the
comparison is unfair, but lacking def-
inite knowledge, he may not realize
that the man with a high cost of sell-
ing is actually a "star."

Many an exceptionally good sale
man has been fired on the strength of
the percentage figm-e, when truthful
figures would have indicated that the
common sense procedure would have
been to shift him to a territory where
he could have made more calls.

SEVERAL concerns which have
adopted the cost per call method of
analyzing selling expense have discov-
ered the fallacy of one time-honored
tradition: that it costs too much to sell
in highly competitive territories. Lots
of concerns have given cities like New
York, Philadelphia and Boston a tenta-
tive whirl only to withdraw when they
found that competition was severe. Be-
cause several calls were required to
make the first sale to a prospect, it
was assumed that the selling cost was
too high, forgetting that the cost per
call was slight and that a great many
calls could be made for what one
would cost in a less competitive but
also less productive territory. The far
fields looked the greener because it was
easier to sell on the first visit. That
it cost more to sell in the distant fields
was either not known or ignored —
probably the former.

Here is another perfectly obvious
fact which only a few concerns have
turned to their advantage. Instead
the majority allow it to work against
t Item.

It is well known that there are two
distinct types of salesmen — the bril-
liant, dashing, persuasive man who is
exceptionally effective in opening it))
new accounts, and the plodding, easy
going, pleasant fellow who has not tin'
force to sell to a new prospect but can
hold an old one indefinitely. The first
likes to go ni' against new problems
often, but he soon gets tired of tin old
territory and wants new Ileitis to con-
quer. He has many of the character-
istics of the "wildcat" stock salesman.

He can often sell on the first call by
sweeping the prospect off his feet. He
is a good horse for a short race.

The other type likes to be among his
old friends. He wants to stay in one
territory which he can cover every few
weeks. He remembers that retailer
Brown has a wife in the hospital, and
a son who is cheer leader at the high
school, and mentions both facts when
he calls on Brown. He knows some-
thing of retail merchandizing, having
perhaps been a retailer himself. He
knows the dealer's problems; he can
offer good suggestions on trimming the
window and arranging stock ; and he
can often show the retailer how to sell
more goods or keep his books.

HERE are two well defined types of
men each of whom is admirably
fitted to handle one of the two distinct
problems of selling — getting the new
account, and keeping the old account.
Yet most concerns, instead of capitaliz-
ing and cashing in on the strengths of
each, put both at work doing both
kinds of selling, thereby handicapping
both, and to some extent stimulating
the high rate of labor turnover in the
selling force. If a man is not doing
the class of work he likes, and is best
fitted to do, he is going to look for
a new job sooner or later. In the
meantime the company is the loser.

The makers of Campbell's soup
started long ago to use only selected
men for the promotional type for open-
ing new accounts. Now that this con-
cern has its goods on the shelves of
about 90 per cent of the retailers, it
has turned over the maintaining of
these accounts to a staff of service men
and has, I understood, eliminated the
promotional type entirely.

The Scott Paper Company has also,
more recently, adopted the same plan
of segregating the selling work. They
made a test of the plan in Philadelphia,
where it worked so well that they are
now using it in four of the largest
Eastern cities.

Philadelphia was Scott's best terri-
tory. It was considered to be about
saturated. Seven men worked in the
Philadelphia district, all of whom did
lib kinds of selling. For quite a while
these men had been securing a trifle
less than three new customers a day.

For the purpose of the test this
force was changed to consist of six
carefully selected salesmen id' the pro-
mot ionnl type to go after new business
with only one of the service type. The
promotional men were given cards
bearing the mimes of all the known un-
sold prospects in Philadelphia and they
were instructed to dig up as many
more as possible and to turn in cards
for them.

Each promotional man was given a

luly 28, 1926

ADVERTISING AND SELLING

NTQ This advertisement is one of a series
♦ JU» appearing as a full page in The En-
quirer, Each advertisement personalizes a Cincin-
nati suburb by describing the type of woman
characteristic of that suburb; in each advertise-
ment, too. The Enquirer's coverage of the district
is shown.

"I'll take it" says

Mrs* Price Hill

. . . and a value-for-value sale is com-
pleted. For Mrs. Price Hill is a shrewd
and skillful buyer. That's one of the
reasons she always has money to spend.
But only one of the reasons . . .

Shortly after their marriage, Mrs.
Price Hill and her husband had a little
talk. They listed the things they wanted
— a house, a car, membership in a club
— and they budgeted their lives to secure
these things. The house, of course,
came first. A few years later a hand-
some sedan took its place in the garage
behind the house. Then Bill, Jr., was
born, and more plans were made. As a
result, Bill will go to college when he
grows up. In the meantime, the club
membership has become a reality, and . . .

Oh, the Price Hills are prospering and

I. A. KLEIN

New York

Chicago

they'll continue to prosper. Because
they plan their lives — and they live their
plan.

Considering these facts, it isn't surpris-
ing that every merchant in town seeks
the favor of Mrs. Price Hill. But what
medium should he use to reach her?
Perhaps Mrs. Price Hill's own prefer-
ence will tell him. For to the 4,376 resi-
dence buildings in this hill-top commun-
ity, 2,789 Enquirers are delivered.

An impressive circulation, and one,
Mr. Advertiser, that is doubly important
to you. For this circulation is home-
delivered at that precious hour when Mrs.
Price Hill is deciding what and where she
will buy. You can influence her decision
— in your favor — by advertising in The
Enquirer.

R. J BIDWELLCO.
San Francisco Los Angeles

THE CINCINNATI

Goes to the home,

ENQUIRES

stays in the home"

\l)\ KRTISI M. \.M) SELLING

Juh 28, 1926

Prepared

The 'Van Swermgen Co.

by The Powers-House Co

£7/OHIRLWIND solicitations can "land"
VJc/ accounts. Waiting for the results so rosily
painted can hold them for months. — 'even for
a couple of years. But only consistently-main-
tained service can keep the connection un-
broken beyond the three-year mark.
P-H

14 out of the 21 Powers -House clients are
beyond that 3-year mark. 12 have passed the
5th mile-stone. 6 have been with us more
than 10 years. p H

These fourteen advertisers have been with
Powers-House a total of 108 years. — an aver-
age close to 8 years each.

ove) Manna Building,

'where Powers- Home

offices are located

"7fte~~

Powers ^House

^Advertising

HANNA BUILDING -t < CLEVELAND. OHIO

Marsh K. Powers. Pra.

Prank E. House. Jr., V. Pre. (f Gin. MfT.

Gordon Riclcy. Scc'y

definite section of the city. When he
had made the rounds and called on
every unsold prospeet, he was shifted
to another section and another man,
better adapted to the next phase of the
work, was sent over his route.

One man on his first canvass turned
in the names of 67 new prospects whose
existence had never been suspected.
The next man who covered that sec-
tion turned in an additional 31 and the
third still more. They had dug them
up in all sorts of out of the way cor-
ners, even down alleys, whose appear-
ance was far from encouraging but
which nevertheless contained possible
prospects.

WHEN the promotional men were
turned loose an average of 4%
new accounts were opened daily — an in-
crease of an appreciable amount — more
than 50 per cent.

The survey made by the promotional
men as part of their work showed that
Philadelphia, instead of being a sat-
urated market, as was thought, was
in fact only 50 to 60 per cent saturated
from a dealer standpoint. When 90
per cent of the retailers were sold, the
promotional men were all taken out of
Philadelphia and sent to another city.
The service work of keeping the new
accounts in line is now handled by
three service salesmen. Under the old
plan seven men were kept in Philadel-
phia all of the time. The selling ex-
pense has thus been cut more than
half. That is what comes of applying
the principle of division of labor to sell-
ing. When every man does what he
can do best and likes best, costs are
bound to be cut and sales, in conse-
quence, to rise.

Here is another instance to show how
well it pays to dig into figures. One
concern which sells a staple has
branches consisting of from one to
seven men. In a small territory a single
man handles the work. In one some-
what larger there is a manager with
an assistant. Both of them are ex-
pected to get out and sell. In the lar-
ger territories the manager is expected
to give his time to managing and do
no selling.

I realize that there has been nothing
spectacular in the instances which 1
have cited. Old fashioned horse-sense
set into action by definite information
and by a mind which had very little re
speet for hoary tradition or new-fan-
gled "bunk" was all that was used.
There has been far too much of the
spectacular in selling. That is part of
the trouble. What should be kept sim-
ple has been made unnecessarily intri-
eate.

Selling problems are seldom as com-
plex as "marketing experts" would
have us believe. It is a simple, and
not at all mysterious, process. Ig-
norance and useless frills underlie the
high cost of selling.

The next twenty-five years will see
selling put on as efficient a basis as
some, if not unfortunately all, manu-
facturing is now.

i/y 28, 1926

ADVERTISING AND SELLING

WHERE TWO CARS ARE NONE

TOO MANY

OTOR-CAR makers have long heard talk of the saturation point,
of that approaching day when every home that can possibly afford a
car will have one. Against this theoretical limitation of sales are
cited various opposing factors — replacements, exports, the natural
growth of population, the increase of prosperity.

And a fifth, which is becoming more and more important — the
plural market, the families which are recognizing that they have use

for

an one car.

In hundreds of thousands of homes already the pressure of modern life is such that
two cars will be none too many.

Naturally one thinks first of the class who in the half-forgotten age of the horse
had a row of stalls and a well-filled carriage shed. But for some years people in that
status have had their fleets of cars, big and little, open and closed. Add them all
together and they make but a scanty list of prospects.

No, the tempting two-car and three-car market is far wider than that. It is among
the moderately well-to-do, the 700,000 or so who will buy additional cars neither for
ostentation nor sporting interest nor the mere love of possession, but because they
have downright need for more personal transportation.

The man who drives to business is not comfortable in the thought that his wife
must go shopping by bus or trolley. The wife, delayed at a tea, wonders uneasily how
her husband will like going to the country club in a taxi. The daughter has those
engagements of vast importance to youth, which cannot be suitably met on foot. The
son has his rights, speaks up boldly for them, and in the up-to-date home gets a fair
hearing.

Two cars are none too many. No longer an extravagance, but now the normal
requirement of any highly-organized home, the second or third car is bought care-
fully and with an exact purpose in mind. The discrimination shown in the purchase
of such cars is much keener than in that of the first car. Often economy and all-round
usefulness are the tests. In other cases, the older car is to become the knock-about
and the new one the pride of the family. In either event, the buyer knows cars and
has a clear conception of his purpose in buying.

The two- and three-car market is among the readers of The Quality Group
magazines. This is not merely because of the proved buying power of their 700,000
readers. They are the sort of people who feel and respond to the stimulus of present-
day social activity. They have the sense of proportion and family justice which leads
to the decision to get another car. They have the intelligence to select only after
careful comparison of values — which includes the observation of advertising.

The advertising in The Quality Group is next to thinking matter.

THE QUALITY GROUP

285 MADISON AVENUE, NEW YORK

THE ATLANTIC MONTHLY
THE GOLDEN BOOK MAGAZINE
harper's MAGAZINE

REVIEW OF REVIEWS
SCRIRNER's MAGAZINE
THE WORLD'S WORK

Over 700,000 Copies Sold Each Month

ADVERTISING AND SELLING

July 28, 1926

You Are

Right

*Miss Cook!

IS exclusively a ready-to-wear
paper and does not carry ad-
vertising of millinery, hosiery,
shoes, piece goods for the
yard goods department, lino-
leum, lace curtains, or any-
thing else not of interest to
the wholesale buyer of
Women's, Misses' and Chil-
dren's ready-to-wear garments.

NUGENTS readers a r e
ready - to - wear department
buyers in Department Stores,
Drygoods Stores and Specialty
Shops all over the country as
well as resident buyers in New
York. And NUGENTS
serves this important group
well with a

National Circulation of
11,000 Copies Weekly

reaching 75% of the best re-
tail stores in nearly 3,000 cities
and towns, and the buyers rep-
resenting these establishments
purchase millions of dollars'
worth of ready-to-wear gar-
ments annually.

For building prestige, good-
will and sales among retailers
for clients who make and sell
ready-to-wear at wholesale,
you will find, as other agen-
cies have, that NUGENTS is
a mighty valuable paper to
use.

NUGENTS recognizes
Agents

Published by

THE ALLEN BUSINESS PAPERS.inc

1225 Broadway. New York
Lackawanna 9 I 50

•Mi

York

(.(.

Henry Ford's Views on
Too Much Advertising

By S. Roland Hall

HENRY FORD is a modest as
well as a capable man.
In the New York Times of
May 16 (article by Mary Lee) he is
quoted as saying, "I don't know any-
thing about finances."

Some who have followed the Ford
plan of financing and have looked ad-
miringly at the annual surpluses of the
Ford Motor Company are inclined to
think that Mr. Ford is a bit too modest
sometimes.

He isn't too modest, however, to ex-
press himself on the subject of adver-
tising, and his expression will undoubt-
edly please that class of modernists
who hold that advertising is largely a
waste, or at least, a non-productive
form of effort.

Mr. Ford is quoted by Miss Lee as
saying:

1 think we'll have good times if
we don't do too much advertising. A

good thing will sell itself. Was il
Emerson who said that if you make
a rat trap better than anybody else's
rat trap, everybody'd be running to
get it? We must make good things
in this country and not do too much
talking about them. You've just go1
to let people know where to get them,
and that's all.

We would be just a little more im-
pressed with this sage advice on adver-
tising if the Ford-car advertising had
been confined to information as to
where to buy Fords — "Ford Cars for
sale at 34 Main Street" — for example

But the truth is that Henry Ford has
been canny enough, or his co-workers
have been sensible enough, to tell the
world that the Ford as an original pur-
chase is the biggest value possible for
the price, and that its second-hand
value is the greatest of any car on the
market. The Ford advertisers have,
furthermore, skillfully utilized psychol-
ogy in that poster headline, "Have
Your Own Car This Summer." And
the Ford staff went so far as to intro
duce a special bank-account plan by
which people wire urged to save Cor a
Ford and thus be able to get it quickly.
It is said that in one year nearly 200,-
000 of the e accounts were opened.

Lately some Ford advertisements
have unblushingly told the public thai
the design has been improved so that
the "Tin Lizzie" is now actually pretty.
It has recently been announced thai
the Ford Motor Company has decided
to eliminate much of its advertising, on
the ground thai advertising is largely
"economic waste." Whatever Mr. Ford'i
currenl opinion may be about advertis
ing, however, he certainly cannot have
long believed thai informative adver-

j Using is unnecessary. Big first value,

big second-hand value, early purchase
for summer pleasure, beauty of design,
and special bank account for "finan-
cing" the transaction make an impres-
sive list of selling points.

The day that this article was writ-
ten, the writer passed a Ford selling
agency in an Eastern city and was
moved to read a large poster pasted in
the window. The language runs in this
fashion :

Costs More to Build — Is Worth
More, yet Sells for Less.

If any other manufacturer endeav-
ored to produce a car similar to the
high standards of quality in mat. -
rials and workmanship used by tlu-
Ford Motor Co. and with the same
tried-and-proved design, it would be
impossible to offer it at anything like
the present low Ford price.
* » *
It was superiority of design in
190S that established Ford leader-
ship. It is the same Ford design,
improved but basically unchanged
that is continuing to make the Ford
car the outstanding leader among all
aut biies.

If this doesn't sound very much like
the general run of advertising, this
writer is in sore need of new spectacles.
But Mr. Ford's current poster goes a]
great deal further than the foregoing
strong claims. Under the heading of j
"Features that Contribute to Ford's :
Reliability and Durability," the poster
tells about:

Three-point suspension, dual ignition
system, planetary transmission, multi-
ple disc-in-oil clutch, thermo cooling
system, simple lubrication, Torque type
drive — and so forth.

NO one will try to argue that there
can never be too much advertising
for a given product. Advertising, like
face-to-face selling, or like production,
can be over-done to the point of waste
or unreasonable cost. Successful as the
Ford people have been, they have oc-
casionally over-produced and have cut
their production back to lit current con-
ditions.

But it is a rare bit of humor for I
man whose product has profited by vig-.
I rous display campaigns of advert is-
ing, and an enormous amount of free
publicity, to arise at the height of his
own commercial success and urge other
producers to beware of "too much as
vertising" and of the grave danger of
"too much talking" about worthy
products.

Maybe, however. Will Rogers will
take notice, behave himself and -lop
telling thousands of people how he likes
Henry ford and the Ford machine. If
he isn't careful, the country may have
to build separate highway systems to
take care of Mr. Fold's production.

D^ljew

Delineator

Twenty Qfiive
Qents

. . .WHAT PRICE

ITH the November issue, the price of Delin-
eator will be 25 cents a copy, three dollars
a year. This is an increase in price at a time
when the tendency among women's publications
seems to be in the opposite direction.

With the lowering of price, circulations will un-
doubtedly rise, in quantity.

Under these conditions, it may be pertinent to say
a few words about the position of Delineator.

^ h a
The character of a magazine determines the char-
acter of its circulation and, to a large extent, its
quantity.

We know the type of women we want for sub-
scribers. They are the mothers and daughters of
substantial families with discerning taste and the
means to gratify it.

We believe we know the kind of magazine these

CIRCULATION

women want. The new Delineator will provide them
with fiction by the latest authors, fashions that are
smart and authentic, the most advanced information
for directing their households.

It is our intention to make that kind of a maga-
zine for that kind of subscribers.

Delineator's circulation will find its own level

and it will be a high level. How big it will grow

we do not know.

h h x

We have set the guarantee at 1,250,000 from the
November issue, at which time The Designer is com-
bined with Delineator. It is apparent that, for some
time to come, there will be several hundred thousand
excess, as the present circulation of the two publica-
tions is 1,700,000.

THE BUTTERICK PUBLISHING COMPANY

S. R. LATSHAW, "President

3:7"

sjlS bi Sir -rHf
13 a B :;: JE X S: rr,L

EUTTERICK BUILDING

NEW YORK
HOME OF DELINEATOR

July 28, 1926

ADVERTISING AND SELLING

Approach to Direct
Mail

[CONTINUED FROM PAGE 32]

stitute "spade work"; none of them are
explanatory. The prospect will know
the machine and will be prepared to
ask a few additional questions which
we have purposely left out of our di-
rect mail, so as to leave the salesman
something to talk about with which
he can start his interview.

The first thing we will do is to create
a "bull's-eye sheet." This consists of
the projection of our campaign re-
duced to numbers of mailings with the
pieces included in each summed up,
and the totals extended, with the whole
projected into the future and reduced
to percentages.

As the cost per inquiry was original-
ly calculated and included in the sell-
ing price of the machine, every dollar
more that an inquiry costs must come
out of the projected and expected net
profit.

Thus we can figure out a known sum
per name to spend for our first mail-
ing. Let's get right on now to our
second, third, fourth and up to the
tenth mailings.

FOR the sake of argument say we
will prepare for our first mailing
an assembly consisting of a filled-in,
progressive sales letter, a four-page
folder and a small eight-page booklet
explaining our machine, all three
pieces to be enclosed with a self-ad-
dressed and stamped return post card
in a No. 9 envelope. This assembly
can be prepared and mailed, with the
stamp, in quite elaborate form, for
twenty-five cents, our stipulated limit.
We would use exactly the same basis
for selecting the literature to be used
in our follow-up mailing's, the basis of
personal likes and desires or dislikes;
carefully calculating our cost, so as to
get within the amount set on our bull's-
eye sheet.

What I believe to be the important
feature of all direct mail campaigns is
the matter of localizing the message.

By localizing, I mean converting our
sales message into terms and argu-
ments which accurately meet the de-
mands and hit the eye of the prospect.
For example, in a large institution
which is on our prospect list there are
four men to whom our literature must
be addressed. We do not know which
one of these four men will make the
final decision to purchase our machine.
We suspect that the four will hold a
conference, and that if a decision does
not come out of the meeting one of the
four will render a final decision for
or against the purchase of the device.

These four men, we will say, are the
president, the employment manager or
the personnel director, as he may be
called, the treasurer and the engineer.

Now, see how important it is to pre-
sent our message to each of these four
men in language he understands; to 1

Newspapers
basing their
solicitations on
coverage of "zones"
far outside
their local fields
must leave
the real
home territory
to other media —
the Detroit Times
claims to do
nothing more than
help with another
evening and another
Sunday, to

cover Greater Detroit
area.

ADVERTISING AND SELLING

July 28, 1926

The

Kicfjmonb Etmeg=Bt£patd)

Announces

TheJAppointment of

The John Budd Company

As Its

NATIONAL ADVERTISING
REPRESENTATIVES

Effective August 1st, 1926

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

, OA* EMGIltUEERIWO *«»

present our arguments in reference to
the machine to each in such a manner
that he will accept without debate.

To the personnel director, our four-
page folder will show how it saves his
time and how in saving his time it re-
leases hours which he can use to bet-
ter purpose.

To the president we show how this
machine guarantees him fit and per-
fect employees; how it forms an or-
ganization which can carry him on to
bigger success; how it relieves him of
the annoyances of inefficient em-
ployees; how it reduces his turnover
of employees, which costs so much
money.

To the engineer we concentrate upon
the mechanics of the machine and ex-
plain to him how accurately the parts
are made; how few repairs
how perfectly it is designed,
it is based upon unique and
engineering principles.

To the treasurer we present our
arguments in the form of dollars and
cents, showing how the initial invest-
ment will amortize itself in actual
savings over a period of three years;
how, by our term payment plan, he
can invest the smaller amount and al-
low the savings to pay the balance.
We tell him how the lesser turnover of
employees adds to the net profit.

In other words, we localize our mes-
sage to each of these groups.

it needs;
and how
yet basic

Good Bye Broadway
Salesmanager

[CONTINUED FROM PAGE 38]

less he knows the buyer and his needs.

Now these are things which the
"Broadway" salesmanager does not
grasp. It is not that he cannot learn
them or undervalues them. The fact
is that he simply does not know that
they exist.

This does not mean that the Broad-
way salesmanager must, of necessity,
have his office on Broadway and Forty-
second Street, New York City. He may
just as logically be, and often is, lo-
cated in Peoria, Omaha, St. Paul or
Akron. He finds it difficult or appar-
ently unnecessary to leave his desk
and work side by side with his men.
We must say for his credit that he
does not realize the importance of con-
tact with the trade and with his men.

"Say, man," one of this type re-
marked recently, "I served my time.
I have been clear to the Coast and
back."

It developed later that this trip to
the Coast was one he took at the time
of the San Francisco Exposition when
his house had an exhibit there. He
stopped off at Chicago and the Yellow-
stone on his trip. In San Francisco
he met and talked to several of the
firm's customers. And then he cams
back and what with his correspond-
ence and his golf club the need of trav-
eling seemed remote.

Not long ago, six salesmanagers

July 28, 1926

ADVERTISING AND SELLING

from big, national companies met
in Chicago. They were an outstanding
group. Under them, all had hundreds
of salesmen together with branch
offices, territorial managers and all
the machinery of a big selling system.
Now, the outstanding thing about
this group of men was not their part
record or the size of their jobs or the
volume of business done by their
respective companies. The one thing
which rather impressed the outsider
was the thorough and complete knowl-
edge, the first hand knowledge, which
each of these men possessed of many
purely local conditions.

THE conversation went into minute
details, without notes, regarding
many things in many parts of the coun-
try with which only the widely traveled
salesman or salesmanager could pos-
sibly be familiar. It skipped about
from the best way to work a retail
man along the West Coast of Florida
to how salesmen were "beating the
game" by clubbing together and hiring
a gasoline launch on Puget Sound.
Jobbers in El Paso, Texas, were talked
over, and the reason that Fort Worth
jobbers could get into certain eastern
New Mexico points better than El Paso
jobbers. And so the conversation ran.

This could not possibly be the case
with desk managers. And after it
was all over, we asked one of those
"big league" salesmanagers why men
with such complete organizations found
it necessary to know so thoroughly
the entire national field. And here was
the answer:

"Got to maintain sales sympathy.
The salesman's job is to sell goods.
Our job is to keep the house sold on
rendering service. To do that, we've
got to keep our sales sympathy at a
high pitch. The temptation is to sit
in a comfortable chair in a comfortable
office. But if one does that for even a
few weeks without developing trade
contact, one gets the house viewpoint
and not the trade viewpoint. And woe
unto the house which has a sales-
manager with the "inside slant." That
house immediately starts to slide down-
hill in the matter of service.

The factory end, the credit end, the
shipping and traffic departments ■ all
have their troubles. It is easy to let
them come to dominate the situation
if one lives right among them. You
can't expect a factory man to have an
outside slant on things. He is an in-
side man. But he can have the out-
side situation kept before him by the
salesmanager if the salesmanager has
a first hand feel of outside conditions
as they really are.

But no salesmanager can keep in
real touch with the trade and the trade
requirements unless he is right in the
thick of things. The bigger the sales-
manager of the present day, the closer
he is to the actual doing of things in
the field. Maybe he keeps in touch
with operations in the field because he
is really a big salesmanager. Then,
again, maybe he is a big salesmanager
because he keeps in touch with things.

UIVF.RTISING AND SELLING

July 28, 1926

Subscriber's Advertising Report

Mr (&&£**&&£ Title ^ {J,

Subscriber tO«*** '4U^V~^C^

\_.ity

jfeacfc advertising section ch.^

2 Occasionally

, Reeularly, as source of information^
Svel-pments and improvements^

-frs

^%>

■r^

■^§

Sell Industry

through its own publications

Here's proof that industry's executives depend
upon McGraw-Hill Publications for information
on the development of their respective industries,
and that they use the advertising pages as a buying
guide.

Thousands of subscribers were interviewed by
McGraw-Hill field men, and cards like those
illustrated were filled out for each interview.
The results were amazing. Over 90 per cent
were close readers of the advertising pages and
their purchases from McGraw-Hill advertisers
offered conclusive proof of the fertility of McGraw
Hill influence.

The McGraw-Hill Publications are vital factors
in the industries they serve. Their prompt
receipt is of such importance to subscribers that

changes in mail addresses are invariably given.
Fifty thousand changes a year — new homes,
office removals and assignments to other localities
— are promptly recorded in the McGraw-Hill
mailing department. The fact that out of every
7800 McGraw-Hill Publications mailed, only
one fails to reach the subscriber because of in'
correct address indicates how particular sub-
scribers are to receive their publications promptly.

The proper use of these entrees to the buyers of
industry is one of the McGraw-Hill Four Prin'
ciples of Industrial Marketing. If you are in'
terested in applying these principles in your selling
to industry, we will be glad to arrange a con'
sulfation with you or your advertising agent.
No obligations are entailed.

July 28, 1926

ADVERTISING AND SELLING

The McGraw-Hill Four Principles
of Industrial Marketing

MARKET DETERMINATION— An analysis
of markets or related buying groups to determine
the potential of each. With a dependable
appraisal of each market, selling effort can be
directed according to each market's importance.

BUYING HABITS— A study of the selected
market groups to determine which men in each
industry are the controlling buying factors and
what policies regulate their buying. Definite
knowledge eliminates costly waste in sales effort.

CHANNELS OF APPROACH— The authorita-

tive publications through which industries keep
in touch with developments are the logical
channels through which to approach the buyer.
In a balanced program of sales promotion these
publications should be used effectively and their
use supplemented by a manufacturer's own liter'
ature and exhibits.

APPEALS THAT INFLUENCE— Determining
the appeals that will present the product to the
prospective buyer in terms of his own self'
interest or needs.

MCGRAW-HILL PUBLISHING COMPANY, INC., NEW TORE, CHICAGO. PHILADELPHIA, CLEVELAND, ST. LOUIS, SAN FRANCISCO, LONDON

Mc GRAW-HILL PUBLICATIONS

45j000 Advertising Pages used Annually by 3,000 manufacturers to help Industry buy more effectively.

CONSTRUCTION & CIVIL ENGINEERING

ENGINEERING NEWS-RECORD
SUCCESSFUL METHODS

ELECTRICAL

ELECTRICAL WORLD JOURNAL OF ELECTRICITY
ELECTRICAL MERCHANDISING

INDUSTRIAL

AMERICAN MACHINIST INDUSTRIAL ENGINEER

CHEMICAL & METALLURGICAL ENGINEERING

POWER

MINING

ENGINEERING & MINING JOURNAL
COAL AGE

TRANSPORTATION

ELECTRIC RAILWAY JOURNAL
BUS TRANSPORTATION

OVERSEAS

INGENIERIA INTERNACIONAL

AMERICAN MACHINIST

lEUSOl'EAN EDITION)

RADIO
RADIO RETAILING

CATALOGS & DIRECTORIES

ELECTRICAL TRADE CATALOG

ELECTRICAL ENGINEERING CATALOG

RADIO TRADE CATALOG

KEYSTONE CATALOG KEYSTONE CATALOG

(COAL EDITION') (METAL-Ql'ARBY EDITION)

COAL CATALOG CENTRAL STATION DIRECTORY

ELECTRIC RAILWAY DIRECTORY

COAL FIELD DIRECTORY

ANALYSIS OF METALLIC AND NON-METALLIC

MINING. QUARRYING AND CEMENT INDUSTRIES

\ll\ KKTISINC, \M> SELLING

July 28, 1Q26

■-—.< '

90 Advertisers

On July 1, 1916 ninety national adver-
tisers had placed contracts for adver-
tising this fall and winter in The Forum.

These advertisers have shown their
appreciation of the purchasing power
of Forum readers and the value of buy-
ing on a rising market.

Member Audit Bureau of Circulations

FORUM

America' s Quality Magazine of Controversy
Z47 PARK AVENUE NEW YORK

iji*SHM5=<«»=t&'

The Largest Circulation in
South Mississippi

With a daily net paid circulation of 6,512 — by A.B.C. report — exceeded
In onlj two newspapers in the whole State, The Daily Herald covers the
Gulf Coast of Mississippi completely. Growing from a circulation of
2,527 in 1920, the story of these figures is one of progress.

The Mississippi Coast market is a big one, and is growing rapidly. This
is one of the most prosperous sections in the country today. About
$65,000,000 of public and private improvements are under way on this
"Riviera of America"; and there's business here "Where Nature Smiles
for Fifty Miles."

The Daily Herald will help you sell your products or services to sub-
stantial citizens and thousands of visitors who throng this vacation and
pleasure resort territory.

Daily Herald

GULFPORT MISSISSIPPI

Geo. W. Wilkes' Sons, Publishers

BILOXI

The American Architect

Est. 1876

A. B. P.

>■! t-," :i booklet
prepared
the archlu-rtural Hold. Is Don

Your copy villi bo sent upon request.

243 Weit 39th St. New York

- CHICAGO

A.B.P. and A.B.C.

PnbUahed

1 ■ ..r).

a business paper with n mii'v reader
n'l' due 1- Bfi 3 ears' constructive
policy in helping bakery owners. Oldest

mm Hm' baking field,

N™ York Dfliro
17 E. 12nd St.

l.'ll

S. DEARBORN ST..
(lilt IX 11. 111,.

Do You Re-Sell Your
Product ?

[CONTINUED FROM PAGE 27]

to exploit every merit of the goods
with abundant enthusiasm to make
every purchaser gain the impression
that he or she had made the best pos-
sible purchase. I should want the
merits clearly stated, so that each cus-
tomer would realize all the good things
about the commodity while using it.
Then I should want every customer to
use the commodity in a proper manner
to get the best possible results and
thus value it to its fullest extent.
Every sale should be the most power-
ful solicitation of a resale. The urge
for more rapid consumption should be
eternal.

IF my commodity were a cereal, I
should want to keep the housekeeper
impressed with the great care with
which the wheat or oats were selected,
or how superior was the source from
which they came. I should want to be
enthusiastic about the cleanliness of
the mills and the thoroughness with
which the chaff was winnowed from the
grain. I should want to tell something
about the thoroughness and effective-
ness with which the baking was done
before the cereal was made ready to
drop into the boiling water for the
quick cooking to serve. All simple and
seemingly obvious things, but contain-
ing vast opportunities for making the
housekeeper determine never to use
any other kind.

The same analysis is possible for all
other products. Just a simply pre-
pared message to be printed on the box
or attached as a tag will usually enor-
mously increase the confidence and re-
spect that the purchaser will have for
the commodity. Every manufacturer
knows such facts about his goods. A
mop-holder may possess a patented
process which enables the maker to
produce one part at a fraction of the
cost of that work to another maker.
Hence the article may be selling for a
lower price while the higher-priced
goods, which are thought superior,
must be sold at the higher price be-
cause they are not so efficiently pro-
duced. This story of efficient produc-
tion would vastly increase the respect
of the purchaser for his low cost arti-
cle.

Thousands of manufacturers are
keeping secret the intensely interesting
facts about their commodities that
would make eternal friends of the pur-
chasers. The more you can do to make
the purchaser of your goods feel happy
over his purchase, the more definitely
you will secure a resale and recom-
mendation to neighbors. The best place
and time for impressing him with this
information is when the article is in
the purchaser's hands and about to be
used — the purchaser himself being the
demonstration.

July 28, 1926

ADVERTISING AND SELLING

What Changes in Radio
Manufacturing

[CONTINUED FROM PAGE 24]

all these trends, it may suffice to men-
tion "simplified control," which intro-
duces some most bothersome manufac-
turing problems, or the advent of multi-
stage radio frequency with the shielded
construction. These elements, and oth-
ers, will render it more and more dif-
ficult for the newcomer without capital
to market even 100 sets with profit.
Radio making has become increasingly
a machine-job business, as distinct from
a bare assembling of purchased parts.
The needed outlay for machine tools,
likewise for small tools and jigs, will
make it prohibitive for anyone, with-
out appreciable capital and experience
in factory management, to attain even
a modest position in the radio world.

THE makers of parts sense this new
condition. As the self-styled "man-
ufacturers" apply for quotations for
1926, they are being met by counter
demands for a showing of their plans
and cost-estimates. "We make clear
to them," says one of the large parts
makers, "that even if they do make
5000 sets and collect all the money,
they can't make a dime of profit." The
makers of parts, in other words, show
common business sense in being willing
to sacrifice immediate gain for the ulti-
mate benefit of the industry.

The "curve" of amateur radio "man-
ufacturing" flattened sadly with the
winter of 1925-1926. Every indication
is that it will drop lower next winter.
It will not, moreover, rise next autumn
to former levels. At the top of the
manufacturing difficulties no-name
radios have been hard hit by the
changed attitude of important dealers
who are concentrating their sales effort
on three or four makes. The unknown,
unadvertised and unguaranteed radio
has no chance at the market.

This series of articles has not sought
for statistical exhibits. To set forth
how many millions of radio listeners
we have, how many sets were sold last
season, how many "overs" hang above
the summer of 1926, how many sets
are scheduled for next season — none of
these figures fall within our purpose.

For the manufacturer's profits an-
other phase is weightier than the num-
ber of sets to be absorbed.

The trend is toward cabinets. Plain
sets in plain cases have for two sea-
sons been yielding to "furniture ap-
peal" types. Estimates vary. We dis-
card all of them. The trend is, how-
ever, most pronounced. The new trend
in radio has been a bonanza to cabinet
makers and furniture factories. To
them has come, after fifteen years of
struggle to offset failing demand for
fine furniture, a chance to operate on
production basis.

To the radio manufacturer cabinets
have a bright side. For, as the retail
price rises from $75 to $150 or $200,
an additional $5 becomes easy for the
panel-assembly or "radio chassis" as it
has come to be known. Whether the
radio-set maker sells the chassis to the
cabinet factory or whether he buys the
furniture of that factory and sells
complete cabinets, matters not, for in
either case more dollars may be had
for the radio set itself.

The furniture portion of the cabinet
requires no demonstrating. It calls for
no servicing. The manufacturer, as a
result, nets greater profits from the
furniture portion of the combined unit
than from the radio portion. In addi-
tion to this there is the known princi-
ple that the larger the unit of sale the
greater the profits.

The greater part of the radio indus-
try has underestimated costs of selling,
advertising and servicing. Price slash-
ings have multiplied the ratio of these
costs to profits, because cutting the
price has cut the profits. The oppor-
tunity to recover from the price wars
is offered by the trend for furniture-
appeal, a tendency cordially supported
by every retail outlet. The retailer's
net is greater with larger units of sale.

HOWEVER serious may be radio's
seasonal character for the dealer,
it is disastrous to the manufacturer.
The seasonal variation in radio will
undoubtedly be lessened. It may never
be eliminated.

With a single conspicuous exception
off-season radio manufacturing does
not exist. Nor do the factories slowly
and gradually ease their production
schedules. After the first of February
the seasonal slump is so inevitable that
dealers cease ordering fresh goods.
Distributors work feverishly to "load
one more set on each dealer," as one
of them describes the process, "while
standing firmly against the factory's
doing the same thing to us."

Out of this backing of non-buying
there comes an abrupt shutdown for
the factory. For most radio makers
"two weeks' output at January sched-
ules" will supply the trade "for seven
months to come."

Gone are the hilarious days of 1922-
1924 when radio buyers were crazy.
Gone, with them, are the years when
"a radio maker got rich no matter
what he turned out." Radio making; is
outgrowing the boyishness of those
first five years; the spring months of
1926 brought to the ditch another regi-
ment of makers. It is apparent that
the manufacturer who makes only
radio (and nothing else) cannot exist.
With two or three notable exceptions,

679 Retail Trade Areas . . .
Tax Returns by Counties

FOR executives planning sales oper-
ations — arranging quotas — esti-
mating markets — the new edition of
"Population and Its Distribution"
contains 400 pages of invaluable mar-
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This new fourth edition has been
completely revised and expanded, in-
cluding two complete sets of maps
full page size and many statistics
never before available in book form.

This new book contains —

679 Retail Shopping Areas — The re-
tail buying areas of the entire country
are given — together with a complete
set of maps showing each area accord-
ing to its commercial rather than poli-
tical boundaries.

Income Tax Returns -Tables and
maps showing tax returns for every
county in the United States arranged
for ready comparison with population
figures for the same county.

Retail and Wholesale Dealers — A
new compilation made for this book
covering eighteen trades by states and
cities — including hardware, grocery,
drugs, automotive, etc.

Chain Stores— The number of chain
stores in every city over 25,000 is
listed. The first compilation of this
kind ever published.

1925 Population Figures — Latest fig-
ures based on state censuses and Fed-
eral estimates. The population of
cities and towns in each state is
grouped according to size. The num-
ber of cities in each group and the
population of each group can be seen
at a glance.

We shall be glad to send you a copy of
"Population and Its Distribution"
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the book within five days we shall re-
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coupon below.

J. Walter Thompson Company, Dept. K
244 Madison Ave., New York City

I enclose $7.50 for the fourth edition of
"Population and Its Distribution."

Name

Address

ADVERTISING AND SELLING

July 28, 1926

pvISPLAY advertis-
ing forms of Ad-
vertising and Selling
close ten days preceding
the date of issue.

Classified advertising
forms are held open un-
til the Saturday before
the publication date.

Thus, space reserva-
tions and copy for dis-
play advertisements to
appear in the Aug. 11
issue must reach us not
later than Aug. 2nd.
Classified advertise-
ments will be accepted
up to Saturday, Aug.
7th.

radio manufacturing being so extreme-
ly seasonal, he cannot earn enough in
four or five months to support twelve
months of factory overhead.

Think them over for yourself, those
fifteen or twenty well known makers
who have survived until August, 1926.
One great group includes the names of
companies, established in other fields,
which have deliberately taken to radio
making in order to overcome the off-
season nature of their original prod-
ucts: ignition makers, fan makers,
magneto makers, speedometer makers,
telephone makers, braid makers, chemi-
cals makers, etc. The other great
group in radio includes the names of
concerns to which radio is all-impor-
tant. Of this group it may not be gen-
erally known, nor is it proper that I
make known, the facts further than to
say that I believe every one of them is
projecting entrance into other manu-
facturing. They are investigating
other products; their laboratories are
experimenting as assiduously as their
attorneys are delving into rival patent
claims. It is not fitting to catalog the
products; it is possibly not important.
The significant point is that they rec-
ognize that the manufacturer of only
radio cannot exist.

OF radio makers it is apparent that
two types will last. The first type
will consist of the makers of large
quantities of sets to retail under $100.
Theirs will become the "standard"
sets, with generous value for the price,
produced in modern machine-equipped
I factories with painstaking inspection.

The second type will be made up of
those manufacturers who will be satis-
fied to have a smaller business with
carefully selected dealers, who are in-
terested in handling something differ-
ent from the standard radio at a popu-
lar price. Their product will be of
higher price, characterized by indi-
viduality of performance and appear-
ance. In every field there is a certain
demand for individuality of product.

More manufacturers of the second
type than of the first will survive. The
great competition will occur among the
makers of "standard" sets, whatever
those standards may prove to be. The
second type will always offer an open-
ing for newcomers of originality and
of genius.

The final thing to be said about radio
manufacturing hardly requires the
saying. It is too self-evident. The
radios that endure will be the well-ad-
vertised sets.

Radio advertising has been most
wasteful. Extravagant claims and un-
qualified statements, emanating from
manufacturers more intent on quick
profits than on permanent manufactur-
ing, have made radio ridiculous in the
minds of the industry's most natural
market; namely, the wealthy. Radio
density is high in New York's East
Side, Chicago's South Side, Cleveland's
Flats. Radio has failed to penetrate
deeply on Fifth Avenue, the North
Side or Cleveland's Heights.

The reason flares back to radio ad-

vertising, for radio "copy" has savored
altogether too much of exaggeration
and the manifestly improbable, the sort
of display which the well-to-do reader
unconsciously turns over without a
second glance. Not until the spring of
1925 did radio "copy" reveal the so-
called "institutional" character: a
definite purpose to educate, cumulative-
ly, a permanent public demand. Un
fortunately, this higher motive has not,
as yet, influenced all radio makers.
Too many of them still depend solely
on price appeal supported by extrava-
gances so patent as to turn away an
appreciable portion of radio's natural
buyers.

Radio advertising of the "special
sale" sort; blatant price slashings;
self-nullifying claims of a "nationally-
known set whose name we dare not
divulge"; and the fanciful stencil-name
on an unknown and unguaranteed set
do not confer a "well-advertised" char-
acter to a product. Radio saturation
has not been approached. Saturation
of "cheap sets" and "no-name" sets is
upon us. The ultimate radio market in
America began to unfold only in the
autumn of 1925.

That unfolding began with the new
angle to radio advertising, first appar-
ent in 1925. Radio markets will be
developed by educating our people to
think of radio as something more than
a toy for the "radio bug." They must
be weaned from thinking of radio only
as an excuse to stay up till two o'clock.
Their eyes must be diverted from a
jumble of criss-crossed wires flapping
like the family wash on the roof of
every tenement. Thought must, on the
contrary, be focussed on the entertain-
ment "in the air," available at will but
gone "forever beyond recall" if not
"seized tonight."

"For the world to learn to use soap,"
commented a radio man who thinks in
similes, "marked the beginning of per-
sonal hygiene; but even then soap was
soap until Pear's in England and Ivory
in America began to advertise." Car-
rying forward the analogy into radio;
it will be one thing to educate people
to radio-consciousness and another
thing to sell them radio-quality.

IVTONE but the well-made radios can
J_ \ ever be well advertised. A score
have disappeared from the market be-
fore their advertising had run long
enough to make even the name fa-
miliar.

The time is gone when shoe-strings
will finance a radio "manufacturer."
for reasons already given. Only the
radio that has qualities that will sur-
vive will be able to afford the long-
continued advertising necessary to
establish its name, and. conversely,
only the well-advertised radio will sur-
vive. No-names may create local
flashes, or at times be pushed through
"special sale" efforts for a spasmodic
volume of a few thousand sets, but
such radio makes have not the per-
manence that makes for survival.

[This Is the fourth "i a series "f articled
by Mr. Harlng. The ilfth will appear in an
early Issui I

July 28. 1926

ADVERTISING AND SELLING

Aii Open Letter

[CONTINUED FROM PAGE 30]

When you saw that you would prob-
ably not get $250 of our money, madam,
you grew so warm in your exasperation
that I began to suspect you were not
without ulterior motives, to wit: the
hope of a commission. It was then
that I asked who was printing your
program. I was not surprised to hear
that the genial Mr. Rookem had the
job in hand. Indeed, it is made to or-
der for his peculiar talents. Since the
brave days of the war Mr. Rookem has
found such fat pickings all too rare.
Sixty-forty arrangements were easier
in those merry times. Now it is all he
can do to pay his bootlegger. But I
can imagine how his eyes must have
gleamed when he landed the Goldches-
ter Goat Show Program. Consider —
here is an organization which loves
show and dislikes work; which cares
little enough about its own money and
less about that of other people; which
can afford to be arrogant in its de-
mands of advertisers and lax in its re-
quirements of printers. Here are a
few women of middle years like your-
self, overbearing, heavy losers at bridge
and not above turning an honest penny
at the expense of advertisers or other
mere tradesmen.

MR. ROOKEM has, in brief, the
singular advantage of hiring his j
own employers for a sales force. As
saleswomen they are the most unscrup-
ulous of go-getters. As employers they
are delightfully incompetent. Mr.
Rookem sometimes almost pities them
when he thinks of the amount by which
his programs, as delivered, will be
short. But then he remembers that
the only real losers will be the adver-
tisers, and that makes it all right
again.

In short, madam, I think less than
nothing of the Goldchester County
Goat Show Program. It is, so far as I
can see, worthless from every point of
view.

It is not, however, the phony quality
of your proposition that gets under my
skin. After all, I listen to scores of
equally spurious schemes each year.
What made me see red was your intol-
erable arrogance, your calm disregard
of human decency and politeness in
your dealings with the "working
classes," your contempt of business
women, and the high-handedness with
which you would carry out your obvious
petty humbuggery.

In conclusion, madam, to be frank if
vulgar, you are a farce, a false alarm
and a flop. Your solicitation is an af-
front to intelligent business, and your
manner of delivering it an insult to the
honest men and women who have to en-
dure it. From whom, madam, you will
in the future omit the name of

Your obedient and respectful servant,
Adoniram J. Waterspout,
Sales and Advertising Manager,
The Dingbat Company, Incorporated.

Ltw/mm

ews

engineering
developments

IN the first half of 1926, new
construction planned and
financed in the power
plant field amounted to ap-
proximately one billion, eight
hundred million dollars.

Definite information con-
cerning this immense ex-
penditure for power plant
equipment has been gathered
by Power Plant Engineer-
ing's field representatives,
from its subscribers, also from
other sources and passed- on
to its advertisers.

Twice each month Power
Plant Engineering gives its
23,000 subscribers the latest
information on methods, ma-
chinery, equipment and sup-
plies on which they rely to
plan, build, maintain and
operate their plants.

Before the first financing.
Power Plant Engineering's
subscribers know where to
buy. Before the first an-
nouncement, its advertisers
know their products will re-
ceive favorable consideration.

WSWR FUMT

A.B.P. 53 W. Jackson Blvd., Chicago, 111.

A.B.C.

Conspicuous

for
Information

OIL TRADE is noticed
by the men who wield
the big blue pencil —
the operating executives, the
buyers. It calls on them every
month for a lively, keen, in-
formative talk, keeping them
posted on all that is new and
worth knowing in the oil in-
dustry. Its editorial pages
tell them the "how" of new-
methods and practices, and its
advertising pages tell them
"what with."

Send for our booklet

"More Business from

the Oil Industry."

Oil Trad®

Including Oil Tradejournal and Oil News

350 Madison Ave., New York
Chicago Tulsa Los Angeles

Publishers of Fuel Oil

The man we want is versatile.
His sales letters will bring
home the bacon. He will
create unusual folders and
booklets. He will edit our
house organ.

Above all:

He will originate start-
ling selling schemes and
work hand-in-hand with
the sales department.

Firm established over twenty
years. Located in pleasant
town forty-five miles from
New York City. Permanent
position and excellent oppor-
tunity for producer.

Box I\o. 404

Advertising & Selling

9 E. 38th St., New York City

ADVERTISING AND SELLING

July 28, 1926

THE OPEN FORUM

WHEREIN INDIVIDUAL VIEWS
ARE FRANKLY EXPRESSED

Selling the Radio Set

THE canny radio dealer should
most certainly let his prospect
make his own demonstration, as Mr.
Haring points out. I recently accom-
panied my wife's sister to an exclusive
radio store where she had decided to
buy a set. The eager clerk seized the
dials and asked what station we
wanted. We named a prominent com-
bination of letters and listened ex-
pectantly only to receive a hideous
potpourri of uncouth sounds. The
salesman was confused and embar-
rassed; my sister-in-law, disdainful.
The manager had to appear from his
sanctuary and explain that an old
fashioned elevator in the building in-
terfered with the reception whenever
it was running.

Paul C. Whitney,
Richmond, Va.

Danger of Prize Contests

AN interesting article by Mr. Horace
,. J. Donnelly, Jr., on prize contests
contains the following statement:

"The law says that any contest for
the distribution of prizes by lot or
chance where a consideration is in-
volved is a lottery and, therefore, il-
legal."

This indicates that where there is
no consideration, the distribution of
prizes by lot or chance would be legal.
But the fact remains that the post
office department will not permit such
contests even where there is no consid-
eration. I believe it had been held that
the effort in contesting is in itself a
consideration.

The exact limitations as to the right
of any manufacturer advertising a
prize contest are so highly technical
that in spite of my experience with
many such contests (some of them
very similar to others previously found
acceptable) I have made it a practice
to submit every piece of circular mat-
ter in which a prize is offered to the
post office department before sending
it to a newspaper or magazine. I
strongly advise this in every instance.

The reader, of course, knows that
the officials of the post office are not
permitted to put their official O. K. on
any piece of advertising matter. They
will advise as to what is not per-
I ai..l they have always been ac-
commodating by j_rointr over i
point and also by listening carefully
to th' nta of the advertiser be-

fore telling him conclusively that any
if matter is non-mailable.

The firm that puts out advertise-
ments or matter that has not been so
censored or consulted upon is in my
judgment taking a needless risk; the
publisher would take a greater risk.
E. T. Gundlach, President
Gundlach Advertising Company,
Chicago.

Contrary Claims

THE Dr. Lyons advertisement in
The Saturday Evening Pout dated
July 17 should furnish a good topic for
discussion on the subject of truth in
advertising. The tooth paste concern
that has been advertising "four out
of five" may be right in spite of con-
trary statements as a result of the
Metropolitan Life Insurance Company
examinations. If, however, the Dr.
Lyons advertisement is truthful the
other is not. The fact remains thai
publishers generally have accepted
the "four out of five."

Why not open your forum page to
a frank discussion of this concrete
case? Leon P. Dutch,

Boston, Mass.

Perpetual Motion

FROM time immemorial scientists
have been searching for a machine
of perpetual motion. Prizes, awards
and royalties have been offered to spur
some inventive genius to the correct
solution of this problem. And yet the
question remains unsolved — to the
scientist.

Turning to the business world, we
can find a powerful machine of per-
petual motion — advertising.

The manufacturers who advertise re-
ceive their awards, prizes and royalties
in the form of bigger profits, more
business and better cooperation in mar-
keting and distributing.

In studying the operation of this
force we must consider the law of sup-
ply and demand. We must also con-
sider that all things are equal.

Take the paint business, for an ex-
am pit*. We know that the winter
months are slack for this field. During
this slow period, it is necessary to em-
ploy a large amount of advertising suf-
ficient to counteract the dullness of the
season. And during July and August,
tin' busiest months, a minimum of ad-
vertising is used. Hut a certain amount
of advertising is employed all year.

And here is how we can apply the
law of perpetual motion.

In business the natural force is

strong in the summer. Therefore little
advertising is needed to maintain an
equilibrium. But in winter, when busi-
ness is slack, more advertising is needed
to keep the vital and basic general con-
ditions normal.

Suppose business were good and we
stopped advertising. What would hap-
pen? Well, suppose you had a machine
that ran smoothly and efficiently. Sud-
denly a small cog stopped working.
What would happen? The machine
would stop. Time and money would be
lost, and all the benefits that accrued
from your machine would vanish. And
it would be a long time before your
machine were once more producing nor-
mally.

If you would maintain a perpetual
motion of business, the answer is con-
tinual advertising.

Murray L. Samuels,
Reuter Advertising Agency,
New York City.

Eiffel Tower Advertising

IN a recent issue of your publication
Mr. George F. Sloane wrote on the
use of the Eiffel Tower in Paris to
advertise a French motor car, and he
made the statement that he could not
find one person in Paris who confessed
to any opposition to the acquisition of
the popular and world famous monu-
ment by Mr. Citroen.

It happens that I was staying in Paris
at the time that the electric signs were
being attached and I found a great
deal of opposition which was being ex-
pressed volubly and emphatically. If
I am not mistaken there were questions
put in the Chamber of Deputies to the
minister in charge. And rightly so.
However successful the scheme may
have been as a decoration, the fact re-
mains that what is practically a
national monument was turned over to
a private enterprise for purely per-
sonal gain, for the enrichment of a few
individuals.

Advertising has made many strides
but advertisers still wonder why the
public on the whole looks upon their
business with suspicion. Not a little
of the cause for such distrust and
even active dislike can be laid to ill
considered advertising. May we all
hope that American advertisers do not
follow the example of their French
confreres and unthinkingly break down
the valuable goodwill of the public
which so many of us are at pains to j
build up.

John W. Powers,
New London, Conn.

July 28, 1926

ADVERTISING AND SELLING

They are looking
for suggestions

Rates Increase

Through the Decem-
ber isstie, the rate on
Better Homes and
Gardens remains at $5
a line. Beginning with
the issue of January,
the rate goes to $6 a
line to keep pace with
the growth in circu-
lation to 850,000.

That fact creates a timely opportunity
to suggest the use of your product

UNWAVERING determination to make
every issue of practical help to the home,
has been a vital force in bringing Better Homes
and Gardens to its present position as the out-
standing home magazine of America.

Readers of Better Homes and Gardens, as
they pick up each issue, expect to find sugges-
tions for making home life still more enjoyable.

And they are never disappointed. Every day,
hundreds of letters thank us with enthusiasm for
suggestions that have been adopted and have
proved valuable. This same enthusiasm is re-
flected in the remarkable growth of circulation.

Most of the suggestions they follow require
the use of advertised products. Many sugges-
tions come direct from the advertising columns.

When you realize that more than 700,000
American families are reading every issue of
Better Homes and Gardens with an eye open
for new and better ways of spending both time
and money — then you can understand why so
many national advertisers have found Better
Homes and Gardens a highly profitable place to
suggest the use of their products.

Retter homes

and Gardens

E. T. MEREDITH, PUBLISHER

DES MOINES, IOWA

ADVERTISING AND SELLING

July 28. 1926

By S. Roland Hall

It is a text for beginners and a guide
for practitioners.

It covers
— the development of advertising,
— the fundamental principles,
— the methods of representative
advertisers.

It explains fundamental principles
comprehensively, yet it gives the reader
a real grasp of working practice in
advertising.

JUST OUT
S. Roland Hall's

THEORYand PRACTICE
of ADVERTISING

(#5.00)

i hi-_- of the strong features of the hook is its
emphasis on the interrelation of advertising
with other forms of selling.

The three big sections on Copy Writing are
a remarkable contribution to : lie literature of
this subject.

The several M'ctum> ot "( 'ase Material,"
showing complete advertising campaigns of
representative advertisers, carefully described
and analyzed, arc of special interest.

Tlu- attention given to direct and mail-order
advertising —

The careful treatment of marketing research —

iscussion of problems of retail
advert isin g

pecial features of the book.

Examine this new Hall book for
' 10 days free

McGraw-Hill Free Examination Coupon

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370 Seventh Ave., N. Y.
■
amination HALL'S I HEl >KV
PRACTICE OF ADVERTISING,

ee to return the ' tid, in

10 days or to remit for it then.

N ame

Address

Position

Company , , ,

In Sharper Focus

Norman E. Olds

THEY say that the best way to
"get a line" on a person is to find
out what he does when he has nothing
to do. Tried on Norman E. Olds, this
method developed into one of those
"when, if and as" propositions.

There seems to be no time when Mr.
Olds has nothing to do, but if there

Phodi by While Studio

were he would play an occasional game
of golf. So we found a man who once
had played with him.

"Mr. Olds is an even-tempered
player," said he. "No matter how
often he tops the ball, he never ex
plodes."

Which is rather good. In fact, it is
said the only thing that will make him
explode is a newspaper copy reader
who, with little regard for facts, takes
a story about a person who gets burned
while starting a wood or coal fire with
kerosene and writes a headline at-
tributing the accident to an "oil stove
explosion."

"It has been proved many times that
oil stoves cannot explode," Mr. Olds
will tell you. And if you were not al-
ready aware of the fact, you will
gather from this that Norman E. (this
has something or other to do with oil
stoves.

It is most emphatically so. Mr. Olds
is advertising manager of the Per-
fection Stove Company of Cleveland.
Ohio.

Upon returning from France at the
end of the World War, after serving a
year and a half as an engineer witli
the A. E. F.. Mr. Olds became the
head of the Canadian sales organi-
zation of the Perfection Stove Com-
pany, manufacturers of oil cook
i"\ es, ovens and heaters.

After four years of what he terms
the in" ' trenuous selling of his ex-

perience, he was appointed to his
present position as advertising man-
ager of the company.

There was a time when he played a
pretty fair game but now, as a golfer,
Mr. Olds is merely a fan. One of the
reasons for this is the fact that the
Perfection advertising schedule for
1926 is the largest in the history of
that 37-year-old company, and that
means — work. And so if you desire to
learn more about him on the links, you
will have to do it "when, if and as"
you find him with some spare time to
play.

Born a Hoosier, Mr. Olds early in
life showed an inclination to get
around and see things. By the time he
was twenty he had seen most of the
United States and Canada, west of
Indiana, but he stopped migrating long
enough to go through college. He was
graduated from Harvard University in
1905 as a civil engineer, a profession
which he practiced for a number of
years, working gradually into sales
engineering, later into strictly sales,
and eventually into advertising.

Richard W. Wallace

lif^ O West young man" was really
\J" the step toward the East for
Mr. Richard W. Wallace, of Wallace
& Draeger, advertising agency, Paris.
From his birthplace, Boston, he went
West to Chicago when only eighteen
years old and there took a job as a
commercial artist with George Bene-

dict it Co. It was there he met Joe
I. j .in locker, anil the two framed up
the sporting game of coming to Pari!
for a year or so to study art and
painting. This was all back in 1898
when francs were francs but seemed

]uly 28, 1926

ADVERTISING AND SELLING

If you want to be convinced
that STANDARD RATE
AND DATA SERVICE is
essential in selecting the
proper mediums for your
advertising campaigns — put
yourself in the place of our
present subscribers.

PUBLISHERS— This electro will be
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Use the symbol in your advertise-
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USE THIS COUPON

Special 30-Day Approval Order

STANDARD RATE & DATA SERVICE,

536 Lake Shore Drive, 192 ....

Chicago, Illinois.

Gentlemen: You may send to us, prepaid, a copy of the current number of Standard Rate & Data Service, together with all bulletins
issued since it was published for "30 days*' use. Unless we return it at the end of thirty days you may bill us for $30.00, which is
the cost of one year's subscription. The issue we receive is to be considered the initial number to be followed by a revised copy on
the tenth of each month. The Service is to be maintained accurately by bulletins issued every other day.

Fir

Name Street Address

City State

Individual Signing Order Official Position

\I)\ERTISI\<, VNl) SELLING

July 28, 1926

Advertisers sometimes play
J. Y. sheep-following and fall into
a typographic rut. But there is no
sheep-following here. We strive to
give to each advertisement an indi-
vidual character that is at once ap-
propriate and sensible.

It sometimes takes a little more
effort to think it out. But it helps
our clients' advertising and that is
what we're here for.

WIENES TYPOGRAPHIC SERVICE, Incorporated

203 WEST FORTIETH STREET

NEW YORK

mrrTTT

Can This Be Your New Field ?

Pipe Organs, Reed Organs, Organ Blowers, Pianos, Radios,
Song Books Choir Equipment, Band and Orchestra Instru-
ments are finding Larger Sale Than Ever in the Church Field.

The ONLY advertising medium
which is restricted in circulation to
the buyers of the field is

THE EXPOSITOR

The Ministers' Trade Journal since 18W.

SPECIAL MUSIC NUMBER

Forms Close September 5.

Mailed September 15.

Rate $75.00 a page

20,000 interested subscribers

Three times the advertising carried by the
nearest similar publication. "Un-

doubtedly the outstanding religious
publication. Expositor returns greater
than all others combined."

THE EXPOSITOR

710 Caxton Building, Cleveland, Ohio
156 Fifth Avenue, New York City
37 South Wabash Avenue, Chicago, Illinois

to go no farther, and at the end of a
year and a half, Richard Wallace
found himself in the precarious po-
sition of being broke with no funds
to go back home. So he looked for
work and found it right away with
the printing firm, Draeger Freres,
where he started a catalogue line which
had not then been previously done in
Paris. His first order was for an
automobile catalogue, and from that
the department grew. For a time he
did outside work and then organized
the Draeger art department.

Chronologically, his next advance
was to be art editor for the eighteen
odd publications of the well-known
firm of Hachette et Cie. The twelve
years he was there led up to the out-
break of the War, when all the men of
between-years were lifted into the
army and only the very young and the
very old were left. Mr. Wallace had a
wide gap to fill single-handed. The
effort and work in the year and a half
that followed wore him to such an ex-
tent that he was generously given a
year's holiday in Italy. By that time
America was in it, and the American
Red Cross appealed for Americans
who could speak Italian. With his ex-
perience, Mr. Wallace was called to be
the Inspector of Italian hospitals,
which, he says, was a comical experi-
ence, for you know how much a com-
mercial artist knows about hospitals.
But in times of stress, one can soon
learn about anything. There was no
more stopping on this job than on any
other. The objective was covering
Italy, which meant traveling by motor
three-fourths of the time, and the joy-
ful task of distributing one million
lira donated by Americans among the
families of Sicilian and Calabrian men
at the front. Captain Wallace's last
war job was to open a military store
house in Verona, which he conducted
until the day of the Armistice.

In 1919 Mr. Wallace and Mr. Drae-
ger set sail for America, the former
to report on the publishing business
for Hachette et Cie and the latter to
purchase printing machinery. But the
result of it all was the impression
made on both men by the tremendous
progress of advertising. So then and
there they decided to come back and
open an advertising agency in Paris,
to build it on American lines as nearly
as a French market would permit. To
say that they have succeeded is a bland
way of saying it. For they have thirty
accounts today, among them the two
biggest in Paris : Citroen and Au Bon
Marche.

Advertising conditions are still far
from parallel with those at home. For ?
instance an advertising agent acts of
necessity as space seller for maga-
zines. Messrs. Wallace and Draeger
act in this capacity for Harper's Ba iar\
Mirnir des Modes, Hon Ton, and Inter*
national Studio,

M r. Wallace is an unspoiled success.
His sharp sense of humor, understand-
ing sympathy, and kindly manner are
(inly a few of the characteristics
coupled with a brilliant mind.

July 28, 1926

ADVERTISING AND SELLING

The Plain Dealer— ALONE

— will sell it

The Cleveland Plain Dealer
is the ESTABLISHED
Buying Contact between
national manufacturers and
the Buying Power of the
great Cleveland and North-
ern Ohio 3,000,000 market.

Qk Cleveland Plain Dealer

in Cleveland andNorthem 0/?/o-ONE Medium ALONE "One Cost Will sett it

B. WOODWARD
110 E. 42nd St.
New York

WOODWARD & KELLY

350 N. Mich. Ave.. Chicago

Fine Arts Bldg., Detroit

R. J. BIDWELL CO.

742 Market St., San Francisco, Cal.

Times Bldg., Los Angeles, Cal.

R. J. BIDWELL CO.

White Henry Stuart Bldg.

Seattle, Wash.

ADVERTISING AND SELLING

July 28, 1926

Started

WHEN I suggested in our ad-
vertisement next preceding
thai a basic name be selected
for all advertising men there was a
twinkle in my eye, for I was only half
in earnest.

'ion may easilj imagine, then, my
wide-eyed amazement when in almost
everj mail since thai advertisement

has been out. I gel a letter from
-i one giving me his virus.

One or two have been of a kidding
nature but in the main my sugges-
tion that we call ourselves "adver-
ti-t>" has been accepted as a good
idea, worthy of serious consideration.

It would seem as though 1 had
-larted something.

I know that a rose by any other
name, etc.; yet, I also know enough
about psychology to know that names
have their influences. (Ask almost
anyone whose fond but misguided
forebears dubbed him something like
Harold or Percival if he wouldn't
much rather be known as Jack or
Bill).

So, why not a euphonious term to
apply to all in the profession?

Most of the criticisms id' the name
1 suggested have been on the ground
that it is bard to pronounce or. rather.
thai it is easy to mispronounce. A.D-
ver-tist not ad-VER-tist.

Lloyd H. Smith, of Pittsburgh.
makes tin' clever suggestion that the
name be "Adverted," which I rather
like myself, for it surely would be
hard to mispronounce.

You fellows in the back rows, from
whom I have not yet heard, what is
your value. I opinion? Speak right
up loud, please.

II the •'returns" I have received
from my advertisement on advertists
is a gauge, then there is no excuse lor
any summer slump ever again, for
they prove that people do read and

• II I in the BUI it as well as In the

K inter.

lo,

IMH STRIAL POWER
608 So. Dearborn Street
Chicago, III.

No matter by what name it is dcsianalcd or
at what time of the year it is used. IN-
DUSTRIAL POU BR ringt the bell for its
customers and rings it and rings it.

ther weeV^-

They Know!

At a house-party I met, recently, a
man who is connected with a well-
known industrial enterprise. He holds
a position of some importance in one
of the company's branch factories, but
his duties do not bring- him in contact
with its higher officials. All he knows
of them is by hearsay.

I happen to be acquainted with more
than one of these "higher-ups" — the
president, particularly. For him I have
very great respect and liking, for in
spite of the fact that he is the rank-
ing officer of a $40,000,000 concern, he
is as approachable and unassuming as
when I was introduced to him, nearly
thirty years ago.

It was interesting to hear what my
fellow-guest had to say regarding the
men who control the company which
employs him. Of the president, whom
he had never even seen, he spoke with
affection and enthusiasm. "He's a real
man," he said. "He hasn't been spoiled
by success."

Many and many a time have I had
similar experiences. The men in the
ranks seem to have an amazingly ac-
curate picture of the outstanding char-
acteristics of the men at the top.

Too Many Clever People

Edward I. Jordan, of the Jordan
Motor Car Company, said something
worth remembering in his speech at
the Philadelphia convention: "The
trouble with selling and advertising is
that there are too many clever people
connected with the business who are
trying to make it complicated instead
of making it simple."

This statement has already appeared
in A. & S. There is enough "meat" in
it to justify its being printed again.

Tile Neiv York Evening Post

I am told that when the New York
Evening Post moves into its new home
it will make a bid for a much bigger
circulation than it has.

I hope this is true. I hope, too, that
t lie I'nst will I r\ I., till, to sumo extent,
if not entirely, the vacancy in the New
York evening newspaper field which
the discontinuance of the Globe brought
about. The Globe lacked some of the

characteristics a newspaper must have
if it hopes to gain a very large circu-
lation. But it had certain other quali-
ties which endeared it to its readers.
Its editorial attitude was eminently
sane; its financial page was at least
as good as that of any of its competi-
tors and its comments on literature, the
stage and music were very much worth-
while.

A "Must" Picture

Another extraordinarily interesting
film has come out of Germany. The
name of it is "Variety," and it is now
being shown in one of New York's first-
run picture houses.

The story is as old as the hills. The
way it is told is as new as the latest
fashion from Paris.

Like many German films — "The Last
Laugh" and "The Golem," for exam-
ple— "Variety" leaves something to
one's imagination. For that reason, it
may not be a box-office success. Also,
for that reason, it will appeal to peo-
ple of more than average intelligence.

An Advertiser s Paradise

I make this extract from Sherwood
Anderson's "Notebook":

"Where among us live these crea-
tures of the popular magazine short
story, the best selling novel or the
moving picture ? . . . In the pages of
these magazines, no one ever acts as
people do in life or thinks as people do
in life."

Doesn't this apply to advertising, as
well? These duchesses who are pic-
tured as laundering little Billy's under-
clothes! These princesses — in one
piece bathing suits — whose grace and
beauty are due, we are told, to this
brand of breakfast food or that brand
of ginger-ale! These "executives," of
such regal bearing that, compared with
them, Napoleon was a piker, whose
golf-scores have improved fifteen
strokes since they donned So-and-so's
footwear!

It seems to me that an awful lot of
copy-writers and commercial artists
are living in a sort of advertiser's
paradise, the like of which never was
and never will be.

Luck in Odd Numbers

Next time you pass a cut price drug
store or a chain grocery, halt for a
minute or two and study the price-
tags.

You'll find, I think, that 29 cents is
favored above all other prices. Just
why, I do not know. But the fact
remains. Jamoc.

ADVERTISING AND SELLING

THE OPENING
OF A PACIFIC COAST OFFICE
485 CALIFORNIA STREET
SAN FRANCISCO, CALIFORNIA
AND THE APPOINTMENT OF

W. HUBBARD KEENAN

AS PACIFIC COAST MANAGER

woman's home companion

The American magazine

collier's, the national weekly

farm & fireside

the mentor

THE CROWELL PUBLISHING COMPANY

Frank Braucher, Advertising Director

250 Park Avenue New York

ADVERTISING AND SELLING

July 28, 1926

MOTEL

EMPIRE!

New York's newest and most
beautifully furnished hotel -
accomodating 1034 Quests

Broadway ar 63- Street.

^vJYTtt PRIVATE T

ROOM WITH PRIVATE DATH-
S350

_ Only Denne in .
.Canadian AdvertiSin

J WmM 111 F

li O^^// Ynu cannot effectively pi tee your1
Vi c.S«q«rt if Canadian Advertising by merely

J consulting a Newspaper Directory. You
need an Advertising Agency familiar
with "on the spot" condition!. Writ*.

•DEHNE C Company ltd J

Re ford Bldf

TORONTO.

House to. House

Selling

Here's an organization of direct Belling specialists, ser-
vicing many of the most successful Anns in the field.
Our long experience and accumulated knowledge of
"Straight Line Marketing" will be valuable to you.
Write us about your plans before you experiment. THE
MARX-FLARSHEIM CO.. Rockaway Bldg . Cincinnati

THE JEWELERS' CIRCULAR,
New York, has for many years pub-
lished more advertising than have
seven other jewelry journals com-
bined.

Folded Edge Duckine and Fibre Signs

Cloth and Paraffine Signs

Lithographed Outdoor and Indoor

Displays

THE JOHN 1GELSTROEM COMPANY
Massillon, Ohio Good Salesmen Wanted

Topeka Daily Capital

The only Kansas dally with circulation
thruout tho state. Thoroughly covers
Topeka. a midwest primary market. Gives
real co-operation. An Arthur Capper
publication.

Topeka, Kansas

Bakers Weekly S^^c^

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-
sis data.

Picking the Dramatic
Sales Idea

[CONTINUED FROM PAGE 22]

developed, it would never have been
possible for one firm to do $5,000,000
a year after the third year in business.
Another firm, a cap company, hit
upon the idea of making its caps
shower-proof. Here again the sales-
man was furnished with a piece of the
cloth and urged to spill water upon it
to show its ability to resist moisture.
The caps sold high into the thousands
— and are still selling.

1HAVE confined my examples to ar-
ticles of wearing apparel because it
is in that field that it often seems diffi-
cult to discover unusual talking points.
Mechanical products, household appli-
ances, electrical devices lend themselves
inherently to interesting demonstra-
tions. Usually to illustrate their use
is enough. But one would say, off-
hand, "What is there about a suit of
clothes, a pair of shoes, a cap, that is
so astonishingly different that you can
make it the keystone of the business?"
Investigation and thought will always
reveal such a feature. And then it can
be safely put into the hands of sales-
men.

The next time you step into a store
to buy a shirt or a pair of hose or a
suit of clothes, compel the clerk to sell
you. Ask him questions about the
needlework, the kind and weight of the
cloth, the special wearing qualities.
Then call upon the salesman of any
successful direct-selling firm, and won-
der at the remarkable difference in sell-
ing tactics.

I hear someone ask, "But surely you
do not explain the outstanding suc-
cesses in the direct-selling field by the
few minor features which surround the
products? Surely there are reasons
more sweeping, more important than
these!"

I say that there are other reasons,
but no single one so important as the
one I have explained.

"But," I hear asked, "how about the
economy of buying direct? I have
heard that the reason why direct-sell-
ing firms have succeeded is that they
sell direct from maker to wearer and
are able to offer better values than
retail stores. Isn't this a more impor-
tant reason?"

Strange to say, this reason is the
same one that I have explained before,
only put in different words. It is true
that many sales are made because re-
tail stores are undersold. But more
often the sales are made because fea-
tures, knowledge of merchandise, clever
selling demonstrations convince the
customer that he is getting better
values than he can obtain in the stores.
Given an article that is sold in the
stores for, say, $5 and given the same
article sold through direct salespeople
for the same price — but sold and dem-

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R. W. Ferrel. Manager

Published In CHICAGO

PFAn wherever

Member l\ CM \J Lumber

A. B. C.

is cut or sold.

M&WBWf

Shoe and Leather Reporter

Boston

The outstanding publication of the shoe,
leather and allied industries. Practically
100% coverage of the men who actually
do the buying for these industries. In its
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Bo sure to semi Iml It yimr <>l<l and your new ad-
<]rcM» one week heforc iliile of is- no w llli which
tho rlmtiKo l« lo Inko effect.

July 28, 1926

ADVERTISING AND SELLING

■It just doesn't get across!

ABOVE we show a remarkable picture, possibly the most comprehen-
sive picture ever made of the Yale Bowl packed solid with 80,000
people % One of our photographers brought in this picture with the
suggestion that it might serve to illustrate further what the Million plus
circulation of the Daily News means in numbers of people. The folks
who buy The News each day would fill the Yale Bowl about thirteen
times! % This idea doesn't seem to us to get across very strongly. We
find it just as hard to visualize thirteen Yale Bowls full of people as we
do a million °£ And while the comparison is quantitatively correct as
to buyers of the paper, it still fails to convey the significance of a mil-
lion circulation as opposed to a million people. It fails to convey any
impression of the total number of readers in a million circulation. And
it carries no hint or suggestion of the influence of that million circula-
tion as a selling force, and marketing factor "8? The only adequate
expression of this Marvelous Million circulation that we have ever met
is a market equivalent at least to the city of Chicago. Of course, you
can't visualize Chicago as a whole either, but you can get a better idea
of it than you can of a million % Chicago is the second largest city
market in the United States. Daily News circulation, in the city of
New York offers an equivalent market *i? Keep this fact in mind in
the consideration of coming schedules. Get the facts.

June 1926 Circulations
DAILY - - - - 1,060,644
SUNDAY - - - 1,217,554

These are the largest circulations in America

THE m NEWS

]\[ew York's ^Picture ISewspaper

25 Park Place, New York
Tribune Tower, Chicago

ADVERTISING AND SELLIM.

July 28, 19:

A New and Economical Way

Reaching the Buffalo Ma rke t

The Buffalo Courier-Express, alone in the
morning field in its territory, offers to all ad-
vertisers a complete and concentrated cover-
age at the lowest rate.

Guessing about reader-duplication, using two
newspapers to cover the same ground, are now
things of the past as far as Buffalo is con-
cerned. Your advertising in The Buffalo
Courier-Express will reach practically all the
buyers in Buffalo and adjacent territory.

Also there is a metropolitan Sunday paper,
The Buffalo Sunday Courier-Express, which
will tell your story to the largest audience
reached by any newspaper in New York State
outside of New York City.

Courier ^|HP Express

Lorenzen & Thompson, Incorporated
Publishers' Direct Representatives

Chicago

New York

San Francisco

Ssattle

New Directory of
Mexican Industries

:<iled and revised by the Mexican
ncnt of Industry, Commerce and
Labor.

Containing 16,000 valuable addresses of
all industries now operating in the Republic
of Mexico.

Machinery manufacturers, raw mi
houses, exporters, lumbermen, merchants
and bankers. You all want to have a copy
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Order your copy TO-',
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Campania Mexicana uV Rnlograbarlo

(Mexlran Rotogravure Co.)

mi nco CITY

it's an event to
the dealer

it's an

ElIt/ONfREEM/IH

WINDOW DI/PL/1Y

[3:7 E. 29th St."|
Lexington 5"Su I
New Y..ik City J

Specializing
in window**/
stone display
adverTising

onstrated — the direct salesman will
outsell the store clerk every time.

It is sadly true that this vital prin-
ciple of direct selling is too often over-
looked by firms stepping into the busi-
ness. Not knowing the peculiar mind
of the direct salesman, not familiar
with the need for "demonstrability"
in even the most prosaic of products,
they offer the public just shoes, or
clothing, or shirt, or whatnot. Usually
a short experience with the business
teaches such firms the need for special
features.

High Cost of Salesmen

[CONTINUED FROM PAGE 28]

It is upon slight variations from the
norm that all organic progress is sup-
posed to depend. But, in sundering
this thread upon which the whole evolu-
tionary principle hangs, the supersales-
man is merely doing away with a few
more basic principles. All the swords
of Damocles will not pierce the sales-
man's cerebrum.

Not that the salesman himself is to
blame. A condition exists which he
profits by, but over which he has no
control. There are more goods pro-
duced than there is an active demand
for. The salesman is, therefore, made
use of in order to force a demand. This
forced and artificial demand is often
founded on no sound need. At its best,
the efforts of supersalesmanship can be
regarded merely as educational in char-
acter. Considered as education, how-
ever, they constitute a lore of the most
crude and disorganized sort, an educa-
tion which is narrow, partisan and
vicious. The money expended in edu-
cating people by salesmanship and ad-
vertising would be sufficient to put
them all through college.

Tendencies are on foot which may
counteract the top-heavy condition of
the marketing structure. Salesmanship
has oversold itself. In the highly com-
petitive markets the average consumer
is already on the alert, quick to per-
ceive where his advantage lies. Of

m e, as long as all the competitors
pend equally large sums for the hawk-
ing of their wares, all prices will tend
to stand at a uniform level. But there
is always a limit to such a condition.
Some merchant eventually realizes the
benefit of doing away with the inordi-
nate cost of supersalesmanship. His
marketing expenses are thus reduced,
in- prices become correspondingly low,
and he obtains a generous share of the
business. This share comes, incident-
ally, from the more sophisticated and
discriminating customers, though at the
same time the more intelligent and de-
sirable ones.

The thing the supersalesman sells be-
fore all else is himself; that is to say,
the personification of salesmanship, lie
advocates salesmanship as the one sure

I uly 28, i9:''i

ADVERTISING AND SELLING

' Star Men Buy

THE KANSAS CITY STAR

| Offer of Eleven Million Dollars

| Accepted by Trustees! Paper

to Continue Under Present

Management and Policies !

UT^HE STAR is Kansas City and
A Kansas City is The Star." So
wrote Charles H. Grasty many years
ago.

That statement, true then, has a new
significance now. Whatever of doubt
and uncertainty has existed as to the
future of The Star has given place to a
sense of security and permanence.
With the purchase of The Star by The
Star men, the bond between Kansas
City and The Star is cemented with a
new loyalty and a new confidence.

William R. Nelson founded The Star
forty-six years ago. Under his direc-
tion it grew to world fame — a power for
good and a scourge for the unrighteous.
Its circulation became the marvel of the
newspaper world, attaining proportions
unheard of in a city the size of Kansas
City.

Mr. Nelson died in 1915. Under his
will the entire estate, including The
Star, was left in trust to his wife and
daughter, with the provision that after
their death it should be sold and the pro-
ceeds used to establish an art founda-
tion for the people of Kansas City.

Meanwhile the paper went forward
under the direction of Irwin Kirkwood
and the men who had been trained
under Mr. Nelson.

The sale of The Star has just been
consummated. The offer of eleven mil-
lion dollars by Irwin Kirkwood in be-
half of himself and associates has been
accepted by the trustees.

Practically every civic and official
body in Kansas City had gone on record
urging the sale of The Star to the men
who had maintained the standards and
continued the success of Mr. Nelson.
And these expressions were supple-
mented by the prayers of that great
body of citizenship known as the "com-
mon people," whose unwavering loyalty
and good will have ever been the chief
pride of The Star and its chief claim to
greatness.

The sale of The Kansas City Star to
the men who have conducted its man-
agement so successfully gives to Kansas
City a new pledge of service and a guar-
antee that the trust imposed in it by the
public will be preserved inviolate.

To its quarter million subscribers and
to its host of friends in every corner of
America The Kansas City Star extends
greetings and accepts in all solemnity
the task of continuing to carry on the
great program of its illustrious
founder.

"The Star is Kansas City and Kansas
City is The Star."

THE KANSAS CITY STAR

ADVERTISING AND SELLING

July 28, 192

Advertisers' Index

^tt^

[«]

Mien Business Papers, Inc., Tin-.

American Architect, The

American Lumberman

American Machinist

American Photo Engravers \--"n
Animated Prodncts Corp.

. 68

. 18

. 67

. 68

Atlantic Monthly. The 16

Bakers' Helper 56

Bakers' Weekly 68

Barton, Durstine & Osborn. Inc 31

Better Homes & Gardens 61

Budd Co., John 52

Buffalo Courier-Express, The 70

Building Supply News. .Inside Back Cover

Business Bourse, The 68

Butterick Publishing Co.

Insert bet. 50-51, 15

[c]

Calkins & Holden, Inc 35

Charm 11

Chicago Daily News, The

Inside Front Cover

Chicago Tribune, The Back Cover

Cincinnati Enquirer, The 47

Cleveland Plain Dealer 65

Cleveland Press, The 41

Cosmopolitan, The 12

Crane & Co Insert 58-59

Crowell Publishing Co.. The 67

[d]

Delineator, The

Denne & Co., Ltd., A. J

Des Moines Register & Tribune...

I tetroit News 74

Detroit Times 51

[/]

Fourth Estate 8

Forum 56

[*]

[J]

Jewelers' Circular, The.

Kansas City Star. The...

[*]

Life

Literary Digest, The.

9
80

[m]

Magazine of Wall Street 60

Market Place 73

Marx-Flarsheim Co., The 68

McClure's Magazine 76

McGraw-Hill Book Co., Inc 62

McGraw-Hill Co., Inc 54-55

Memphis Press 10

Mexico Rotogravure Co 70

Milwaukee Journal, The 45

[»]

National Register Publishing Co 68

New York Daily News, The 69

New York Evening Graphic 78

New Yorker, The 6-7

Nugents (The Gannent Weekly) 50

[°]

Oil Trade Journal 59

15
68
37

[P]

People's Home Journal 71

Photoplay Magazine 43

Power Plant Engineering 59

Powers-House Co., The 48

Economist Group. The 39

! in -i 1 1 1 Freeman Co 70

Empire Hotel 68

Empire Stale Engraving Co 82

Expositor, The 64

Quality Group, The.

[>]

Richards Co.. Inc., Joseph 3

[•]

Shoe & Leather Reporter 68

Simmons-Boardman Pub. Co 33

Gat Vge-Record 53 standard Rate and Data Service 63

General Outdoor Advertising Co., Inc.

Insert bet. 58-59

Gray, Russell I II [f]

Gulfport Daily Herald, The 56

[*]

Thompson Co., .1. Walter 58

Topeka Dailj Capital 68

Igelstroem ' ".. The J 68

Indianapolie News, The 4

Industrial Power 66 Weines Typographic Service 64

way to overcome competitive obstacles.
The average manufacturer has been in-
clined to accept this recommendation.
He himself is thus a victim of super-
salesmanship. And thus business is in
a continuous state of auto-intoxication.
High-pressure salesmanship, although
expensive, is usually considered a legiti-
mate expense, on the theory that any
business expedient is legitimate if it
gets profitable business away from a
competitor. Some business men have
educated themselves to the point where
they are able to formulate and ask
themselves, in coherent fashion, the
question: "If I should take the money
that I am now putting into high-pres-
sure selling and apply it to certain
other purposes, would it not give me an
even greater advantage over my com-
petitors?"

Marketing executives must soon be
prepared to meet this question. There
are several answers to it. Perhaps the
most obvious is this: "The money I
might save by over-selling a second-
rate product might, in the long run, be
spent more profitably in turning out a
product of a better grade, or one more
nearly in accord with the demands of
the consumer. Such a product would
go a long way toward selling itself."

One result of the tendency will be,
perhaps, a reaction against mass pro-
duction. The market, being less and
less of a seller's market, and more of a
buyer's market than ever, will be the
focus of the business man's attention.
Production will be a matter of second-
ary importance. It will wait upon the
market. Which is, of course, the nor-
mal and proper state of affairs.

Under the changed state of affairs,
there would be a new conception of
salesmanship: "I will sell a man what
he needs and ought to have, and I will
not sell him anything else, even though
he might be induced to buy." If every
salesman and sales manager and quota-
setter would adopt that principle, the
cost of marketing would soon be re-
duced. As for the supersalesman, he
will find new worlds to conquer, and
new threads to cut. But as to his pres-
ent status, he had better take warning.
Caveat vendor!

President of The Six Point
League of New York Ap-
points Committee

At a recent meeting of the executive
committee of The Six Point League of
New York, an association of newspaper
advertising representatives, the presi-
dent. P. St John Richards, appointed
the following committees: Membership
— W. D. Ward (chairman). A. W. How-
land, George A. Riley, J. II. Kyle,
W. A. Snowden. Speakers— Frederick
P. Mot/, (chairman), Dan A. Carroll,
M. 1>. Bryant, George E. Munro, D. M.
Shirk. Constitution — G. W. Bretl
I chairman), II. N. Kirby, Hugh Burke,
Thomas F. Clark. W. C. Bates.

July 28, 1926

ADVERTISING AND SELLING

Scholarships to Be
Given

Young women employed in advertis-
ing in the Metropolitan District, New
York City, are eligible to compete for
the two advertising scholarships offered
at New York University by the League
of Advertising Women of New York.

The scholarships are open to any
young woman employed in advertising,
working in any capacity. This will
include young women employed in ad-
vertising agencies, publishers, news-
papers and magazines, printers, en-
gravers, department stores, specialty
shops, national advertisers and local
advertisers. The closing date for re-
ceipt of letters is August 15.

The members of the League of Ad-
vertising Women serving on the
Scholarship Committee are:

Laura Rosenstein, Chairman ; Helen
M. Rockey, president, League of Adver-
tising Women; Edith M. Burtis, The
Silent Partner; Bertha Bernstein.
Chatham Advertising Agency; Minna
Hall Carothers, Powers Reproduction
Corporation; Elsie' E. Wilson, Ameri-
can Radiator Company.

Working with this committee, and
representing New York University, are
Prof. George Burton Hotchkiss, Chair-
man, Department of Marketing, and
Prof. Philip Owen Badger, Assistant
to the Chancellor. The committee
awarding the two memorial advertis-
ing scholarships will be assisted by
Bruce Barton, president, Barton, Dur-
stine and Osborn; Arthur Williams,
vice-president for commercial relations,
The New York Edison Company; and
Frederick C. Kendall, editor, Adver-
tising and Selling.

A date will be set for the oral
examinations between August 15 and
September 10. They will be simple
and consist of a questionnaire which
the committee is now preparing, and
which will be submitted to New York
University for approval. Further de-
tails will be announced later. The
successful candidates will be required
to pass the entrance examinations.

"Kansas City Star"
Sold

The sale of the Kansas City Star
and the Times for $11,000,000 has been
announced by the trustees of the Wil-
liam Rockhill Nelson Trust. The two
papers were purchased by the present
management, for years associated with
William Rockhill Nelson. It is a group
headed by Irwin Kirkwood, president-
editor of the Star and son-in-law of
Mr. Nelson, and by A. F. Seested, for
many years general-manager of the
newspapers. The amounts submitted
by the seven unsuccessful bidders were
not announced by the trustees, whose
statement said merely that the pro-
posal "made by Irwin R. Kirkwood on
behalf of himself and his associates is
accepted. The price is $11,000,000, the
purchaser assuming current liabilities.

Rate for advertisements inserted in this department is 36 cents a line — 6 pt. type,
charge $1.80. Forms close Saturday noon before date of issue.

Position Wanted

Help Wanted

ADVERTISING MAN, the sort who gets right
in and under your proposition and then produces
individualistic advertising that is absolutely dif-
ferent ; this man has two progressive clients, and
is now ready for the third ; correspondence con-
fidential. Box No. 397, Advertising and Selling,
9 East 38th St., New York City.

Daily and Sunday newspaper in Metropolitan
City, overnight from New York, has excellent
opportunity for live man in Advertising Depart-
ment who can assist local retail merchants in
merchandising problems, advertising copy and all
forms of similar service. Salesmanship ability
not entirely a requisite. This is not an adver-
tising solicitor's position but a place for a man
who can become valuable in the Advertising
Department because of the service he can give
to the retail merchant. Good salary for right
man. An excellent opportunity for advancement.
Write fully stating age and experience. All
communications will be held strictly confidential.
The John Budd Company, 9 East 37th Street,
New York City.

Advertising Salesman; character, ability, address;
advertising specialties; prolific field; liberal com-
mission, fullest cooperation. Litchfield Corp., 25
Dey St., New York.

Experienced trade paper advertising solicitor
wants to make a connection with a reliable pub-
lishing firm. Will work on any basis agreeable
to publishers where opportunity exists to create
a real job for himself. Full details gladly given.
Box No. 406, Advertising and Selling, 9 East
38th St., New York City.

Graduate Michigan University, School Business
Administration, will sacrifice initial salary for
a real opportunity to prove ability. Box No. 405,
Advertising and Selling, 9 East 38th Street,
New York City.

Recognized Agency offers excellent opportunity
to young man capable of planning, writing and
selling sales campaigns. Opportunity according
to ability. Write to Guenther-Glaze Adv.
Agency, St. Joseph, Mo.

Business Opportunities

Single, 29-year old, high type, steady and reliable
young man, now secretary and treasurer of
prominent realtor company in exclusive Phila.
suburb, desires change.

Eight years' advertising agency (account ex-
ecutive, copy writing, space buyer, charge of
service and production, N. Y. Agency) and
N. Y. Times newspaper experience.

Open for only a really worth-while interesting
connection. Can meet people. Likes to travel.
Write Box 400, Advertising and Selling, 9 E.
38th Street, New York City.

Responsible employers in California or
Florida especially invited to respond.

Am organizing a sales agency for intensive
coverage of the drug store trade in greater New
York. Would like to hear from concerns hav-
ing a meritorious product and interested to
secure this additional sales outlet. Address
Box No. 403, Advertising and Selling, 9 East
38th St., New York City.

DIRECT SELLING SPECIALIST. 15 years'
sales and advertising experience qualifies me to
establish a paying sales-by-mail department.
Now with prominent advertising agency. Box
No. 396, Advertising and Selling, 9 East 38th
St.. New York City.

$500,000 corporation is marketing house to house
a much needed, thoroughly successful Kitchen
accessory and needs local distributors — men of
ability and experience, who can organize and
supervise a field force. Very little capital re-
quired, with great opportunity to make big money.
Sell yourself by letter. Dept. 3, Indianapolis
Pump and Tube Company, Indianapolis, Indiana.

SALES AND ADVERTISING EXECUTIVE

Multigraphing

Able and experienced in applying principles and
meeting problems In market analysis, promotion,
advertising and sales production. Successful
organizer and coach. Staples, specialties, service,
acencv or manufacturer. Box No. 398, Adver-
tising and Selling, 9 East 38th St., New York
City.

Quality and Quantity Multigraphing,

Addressing, Filling In, Folding, Etc.

DEHAAN CIRCULAR LETTER CO.. INC.

120 W. 42nd St.. New York City.

Telephone Wis. 5483

"GIBBONS knows CANADA"

TORONTO

is. Limited, Advertising Agents
MONTREAL

WINNIPEG

\I>YKRTISING AND SELLING

July 28, 1926

Detroit News Again Leads
All AmericanNewspapers

In Total Advertising Volume

:/ ;'. :

- 'S**

17,427,326 Lines

Published First 6 Months 1926

The Rank of
The Leaders

Lines

Detroit News 17,427,326

Chicago Tribune 16,829,661

New York Times 15,251,876

Washington Star 14,381,584

Los Angeles Times 13,608,084

St. Louis Post-Dispatch. . 12.6K",NK0

Indicative of the marked prosperity of the Detroit
market and the ability of The Detroit News to cover
it adequately is this new record of 17,427,326 lines of
advertising for the first half of 1926. In 1925 The
Detroit News achieved a hitherto unprecedented mark
with 16,414,678 lines for the same period. The present
volume, however, overtops this mark by 1,012,648 lines
and gives The News the advertising leadership of Amer-
ica once more — an honor won by The News more times
than by any other newspaper.

The signal achievement of The News merits the atten-
tion of all buyers of advertising space. The concentra-
tion of advertising volume in The News, greater than
that of both other Detroit newspapers combined, points
to the wonderful economy of selling the Detroit market
through the use of its big home newspaper. The Detroit
News circulation is the greatest in Michigan and covers
Detroit more thoroughly than any other newspaper in a
city of Detroit's size or larger.

The Detroit News

Detroit's HOME Newspaper

335,000 Sunday Circulation

320,000 Weekday Circulation

Issue of July 28, 1926

The NEWS DIGEST

A complete digest of the news of advertising and selling is here compiled
for quick and convenient reference t& The Editor will be glad to receive
items of news for inclusion in this department &► Address Advertising
and Selling, Number Nine East Thirty-eighth Street, New York City

CHANGES IN PERSONNEL

Name

Former Company and Position

Now Associated With

Position

Tim Thrift American Multigraph Sales Co., Cleve-. .

land, Ohio, Adv. Mgr.
W. Hubbard Keenan...The Crowell Publishing Co, New York..
Allen L. Woodworth. . .Liberty Yeast Co., New York, Gen. Mgr.
A. J. Gerlach Kearney & Trecker Corp., Milwaukee...

Adv. Dept.

George W. Small "The Literary Digest," New York

Mgr., N. Y. Territory
Floyd Rose Heppenstall Forge & Knife Co

Sec'y & Gen. Sales Mgr.
William W. Lewis Cadillac Motor Car Co., Detroit, Mich..

Adv. Mgr.
Charles H. McDougall. George Batten Co., New York, Art Dept.

Louis V. Eytinge James F. Newcomb & Co., New York. .. .

Nelson R. Perry "Liberty," New York, Eastern Adv. Mgr. .

S. B. Brigham Carpenter & Co., Chicago, Eastern Mgr. .

George L. Fairbank Own Business

Paul C. Foley F. R. Steel Co., Chicago.

John M. Easton Jos. N. Eisondrath Co., Chicago

Calvin E. Austin Lord & Thomas, Inc., Chicago

Acc't Executive

Travers J. Strong Osten Adv. Corp., Chicago

Vice-Pres. in Charge of Copy

David E. Caesar Chas. F. W. Nichols Co., Inc., Chicago. . . ,

John L. Hamilton IC & E and CN & Z Traction Lines,

Columbus, Ohio, Adv. Mgr ,

J. C. Roth Pratt & Lambert, Inc., Buffalo, N. Y

Ass't Sales Mgr. Central Division.
Ralph W. Smiley Aetna Affiliated Co., Hartford, Conn

Editorial Supervisor.

Lester E. Lloyd Max Block Cigar Co., Office Mgr

John Condon Condon-Milne-Gibson, Inc., Tacoma, ....

Wash., Partner

E. Percy Jamson Aunt Jemima Mills Company, St. Joseph

Mo, Eastern Sales Mgr.
Arthur A. Brown Westinghouse Electric & Mfg. Co, East.

Pittsburgh, Pa, Mgr. of Syndicate Oper.

Robert Campbell Congoleum-Nairn, Inc., Phila, Vice-Pres..

G. L. Greene Hall & Emory, Inc., Portland, Ore

7n Charge of Production
Coleman R. Gray Scruggs- Vandervoort-Barney, St. Louis...

Adv. Mgr.
Albert M. Pulaski The Penton Publishing Co, Cleveland,..

Ohio, New England Adv. Rep.

T. W. Le Qnatte The PottsTurnbulI Adv. Co, Chicago..

i Vice-Pres.
Glenn A. Gnnderson. .Edison Electric Appliance Co, Chicago...

Ass't to Adv. Mgr.
Arthur W. Thompson. .The Philadelphia Co, Pittsburgh, Pa

President

F. J. Roetzel Cuneo Press, Chicago, Sales Mgr

Charles R. Adams "News-Tribune," Duluth, Minn, Vice-Pres.

L. D. Gehrig "Journal and Post-Express" and "Sunday. .

American," Rochester, N. Y, Adv. Mgr.
J. W. Greely Hassler-Pacific Co, Indianapolis, Seattle..

Mgr.

Robert Keil M. C. Morgensen & Co, Inc., Chicago

Seattle Mgr.

Clarence G. Stoll Western Electric Co, Gen. Mgr. of Mfg. .

H. C. Barringer "News," Indianapolis, Classified Adv. Mgr.

A. G. Burns Noe-Equl Textile Mills, Inc., Reading, Pa

Prom. Sales Mgr.
George M. Earnshaw . . . "Rock Products," Chicago

Central Adv. Rep.

Ralph C. Sullivan Barrel & Box, Chicago, Business Mgr

L. J. Belnap Rolls-Royce Co. of America, New York.

Pres.

American Sales Book Co, Ltd, Adv. Mgr.

Elmira, N. Y. (Effective Sept. 1)

Same Company, Cal Pacific Coast Mgr.

Duz Co, New York Vice-Pres & Gen. Mgr.

. Same Company Adv. Mgr.

i
Same Company Eastern Sales Mgr.

■ Vanadium-Alloys Steel Co, Vice-Pres.

Latrobe, Pa.

Same Company Ass't Gen. Sales Mgr.

and Director of Adv.

Same Company, Chicago Art Director

R. L. Polk & Co, New York Mgr., Creative Dept.

Same Company Adv. Mgr.

Inland Newspapers, Inc., Chicago &. .Vice-Pres.

New York
The Carpenter Adv. Co, Cleveland. .Copywriter
The Fred M. Randall Co, Detroit. . .Radio and Mail Order Divi

sion

Northern Trust Co, Chicago Adv. Mgr.

■'Herald-Examiner," Chicago Promotion Mgr.

Thos M. Bowers Adv. Agency Acc't Executive

Chicago

H. E. Lesan Adv. Agency, Chicago . . . Service Mgr.

The International Derrick & Equip-
ment Co, Columbus, Ohio Adv. Mgr.

Same Company Sales Mgr. Central Division

Metropolitan Casualty Ins. Co, N. Y.. Director of Publicity

Houston "Post-Dispatch" Merchandising Ser. Mgr.

The Condon Company, Seattle Pres. & Treas.

California Fruit Growers' Exchange .. Safes Mgr., Products Dept

San Dimas, Cal.
Same Company Ass't to Vice-Pres.

Celluloid Co, Newark, N. J Pres.

Same Company, Seattle, Wash In Charge of Production

The George W. Blabon Co, Phila. .. .Adv. & Sales Prod. Mgr.

Resigned

"Farm Life," Spencer, Ind Adv. Mgr.

American Flyer Mfg. Co, Chicago.. Adv. Mgr.

The United Gas Improvement Co Pres. (Effective Sept. 1)

Philadelphia

Manz Corp, Chicago Eastern Rep.

"Herald," Syracuse, N. Y Business Mgr.

Resigned

M. C. Mogensen & Co, Inc., Chicago . . Seattle Mgr.

Same Company San Francisco Mgr.

, Same Company Vice-Pres.

."Journal" and "American," Syracuse. .Classified Adv. Mgr.

N. Y.
Fasheen Knitting Mills, East Boston. .Gen. Sales Mgr.

Mass.

Same Company Adv. Mgr.

"Rock Products," Chicago Eastern Mgr.

Worthington Pump & Machine Corp. Pres.
New York

ADVERTISING AND SELLING

July 28, 1926

The Columbus of
Writing Talent

IN 1899, McClure's discovered a new writer,
published his first novel and helped him
climb the ladder leading to the pinnacle of
fame.

That writer was Booth Tarkington.

The new McClure's, continuing this quest
for new writing talent, is publishing the work
of new authors who show promise. Not being
content with these voyages of discovery, many
stories by the more popular writers of today
appear in McClure's.

Booth Tarkington
Octavus Roy Cohen
Wallace Irwin
Ben Hecht

Kathleen Norris
Arthur Stringer
Edith Barnard Delano
E. Phillips Oppenheim

From your knowledge of these authors, you
will see that the new McClure's appeals to a
great cross section of educated, buying Amer-
ican people.

At the present time the rate of $1.10 a line
and $450 a page is based on a guaranteed
A. B. C. sale of 200,000 copies. Edited for
men and women, young and old, it goes into
the homes to be read by 200,000 families.
When you consider that 60,000 distributors
are pushing it, that 94 Metropolitan newspapers
carry display circulation copy, it seems certain
that advertisers who come in now will receive
a substantial circulation bonus.

With such an editorial line-up, and with the
discovery of new writing talent, you are assured
of reader interest, which, as you know, is in
direct proportion to advertising results.

Woe

l\[ew

The iJVlagazine of %omance^

R. E. BERLIN, Business Manager

I 19 West 40th St., New York

Chicago Office, 360 N. Michigan Ave.

July 28, 1926

ADVERTISING AND SELLING

A dvertising
& Selling

♦ The NEWS DIGEST •

Issue of
July 28, 1926

Name

CHANGES IN PERSONNEL {Continued)
Former Company and Position Now Associated With

Position

A. H. Everson, Jr Staten Island Shipbuilding Corp., Staten. . Chas. M. Higgins & Co., Brooklyn. .Prod. Ass't and Gen.

Island, N. Y., Sales Mgr. N. Y. Plant Engineer

Garrison Ball American Bronze Corp., Berwyn, Pa. . . .Motor & Accessory Mfg. Ass'n, Field Sec'y

Vice-Pres. and Sales Mgr. New York
L. A. Selman The Fox Furnace Co., Elyria, Ohio. .Same Company Mgr. of Cabinet Heater

Adv. Mgr. Sales

George H Sheldon George Batten Co., Inc., New York. .. .The Corman Co., New York Ace 't Executive.

Acc't Executive

Frank C. Karpp Richard Frohm Co., Los Angeles, Mgr. .. .Michigan Industries Corp., Detroit. . .Sales Mgr.

A. G. Winkler "Oil Trade and Fuel Oil," New York Same Company Service Mgr.

Associate Editor

Joseph B. Seaman Seaman Paper Co., First Vice-Pres Resigned

Richard W. Griswold. .Travelers* Insurance Co., Hartford, Conn. The Deane Co., Hartford, Conn Vice-Pres.

J. B. Linerd "'Liberty," New York, Adv. Mgr Resigned

Thomas L. Yates "The Evening Gazette," Fulton, Mo Resigned

Adv. Mgr.

Joseph X. Netter Creske-Everett, Inc., New York, Vice-Pres. Own Agency, New York

F. D. McDonald St. Louis "Times," Gen. Mgr St. Louis "Star" Business Mgr.

Name

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS

Address Product Now Advertising Through

Shur-On Standard Optical Co., Inc ... Geneva, N. Y "Shur-On" Glasses H K. McCann Co., New York

Borden Farm Products Co New York Dairy Products Olmstead, Pen-in & Leffingwell, New York

Florida East Coast Railway Co St. Augustine, Fla Transportation Frank Presbrey Co., New York

Florida East Coast Hotels Co St. Augustine, Fla Hotels Frank Presbrey Co., New York

The Pausin Engineering Co Newark, N. J "Octacone" Loud The Laurence Fertig Co., Inc., New York

Speaker

Dunlap & Ware New York "White Rouge" The Laurence Fertig Co., Inc., New York

Soap Mfr.'s Association Soap & Glycerine Newell Emmett Co., New York

(Name not yet decided)

Fales Chemical Co., Inc Cornwall Landing, N.Y. Automobile Body Polish. The Dauchy Co., New York

Johnson & Johnson New Brunswick, N. J. . . "Nupak" George Batten Co., New York

The Gasoline Register Co Chicago "Meas-ur-check" Gaso- . . Irvin F. Paschal], Chicago

line Recorder

Direct Service Co Oil City, Pa Garage Heaters Harry Botsford, Titusville, Pa.

The Houde Engineering Corp Buffalo, N. Y Automobile Accessories . Henri, Hurst & McDonald, Chicago

Aluminum Products Co La Grange, 111 Aluminum Kitchen Thos. M. Bowers Adv. Agcy., Chicago

Utensils

Atlantic Hotel Chicago Hotel Thos. M. Bowers Adv. Agcy., Chicago

Schoenhofen Co Chicago Beverages Thos. M. Bowers Adv. Agcy-, Chicago

Service Laboratories, Inc Chicago Eau de Cologne Thos. M. Bowers Adv. Agcy., Chicago

The Norlipp Co Chicago Automobile Accessories . Thos. M. Bowers Adv. Agcy., Chicago

Weinberg Fause & Schiller Co Chicago "Oxford" Clothes Thos. M. Bowers Adv. Agcy., Chicago

The Ayvad Mfg. Co Hoboken, N. J Sporting Goods H A. Calahan Agency, New York

Marietta Mfg. Co Indianapolis "Sani Onyx" Marble D. A. C. Hennessy Co., Indianapolis

Larned, Carter & Co Detroit Men's Clothing C. C. Winningham, Inc., Detroit

A. 0. D. Baldwin Nursery Co Bridgman, Mic! Nursery Stock Frank B. White Co., Chicago

Feltman Bros, Inc New York Infants' Wear Spivak Adv. Agcy, New York

Fifield & Stevenson Chicago Men's Furnishings Dade Epstein Adv. Agcy, Chicago

The Ground Gripper Shoe Co Boston Shoes Scheck Adv. Agcy, Newark, N. J.

Amplion Corp. of America New York Amplion Loud Speakers. Foote & Morgan, Inc, New York

Seacoast Canning Co Eastport, Me Bull Dog Sardines Foote & Morgan, Inc., New York

Jack Horner, Inc New York Jack Horner Pies Foote & Morgan, Inc., New York

American Electric Corp New York Electric Refrigerators . . .Sackheim & Scherman, Inc, New York

Charles Warner Company Wilmington, Del Cement & Lime Fox & Mackenzie, Phila.

American Lime & Stone Co Bellefonte, Pa. Lime & Stone Fox & Mackenzie, Phila.

Ideal Cocoa & Chocolate Co Litiz, Pa Chocolate & Cocoa Fox & Mackenzie, Phila.

A. I. Wyner Co New York "Sag-No-Mor" Fabrics . . . Foote & Morgan, Inc, New York

The Block Drug Co New York Carmen Complexion The Dauchy Co, Inc, New York

Powder

Victoria Paper Mills Co, Inc Fulton, N. Y Paper The Green & Van Sant Co, Baltimore, Md.

The American Ga6 Machine Co Albert Lea, Mich Heating Appliances Greve Adv. Agcy, Inc, St. Paul, Minn.

The Sherwin-Williams Co Cleveland Paints & Varnishes Henri, Hurst & McDonald, Chicago

Christiana Ferry Co Wilmington, Del Transportation Charles C. Green Adv. Agcy, Inc, Phila.

NEW PUBLICATIONS

Name Published by Addreess First Issue

"The Pet Shop" Jos. Byrne Pub. Co.. . .713 Sixth Ave, New York July

"Children, The Magazine for The Parents' Publish-. .353 Madison Ave, New York .. October .. .

Parents" ing Ass'n, Inc.
"Two Worlds Monthly" Two Worlds Pub. Co. .500 Fifth Ave July 5 ....

Issuance

.Monthly
Monthly

Monthly

Page Type Size

...8%x9l/2
... 7x10 3-16

5x7 1/2

ADVERTISING AND SELLING

July 28, 1926

reat newspaper per-
forms a public service

THE New York Evening Graphic published this cartoon by
Charles Macauley; on Wednesday, July 7th.

A few days thereafter, James L. Quackenbush, the I. R. T.
attorney, threatened to prosecute the Graphic (mentioning the
cartoon in particular) and any other newspaper which at-
tempted to further the strike or publish cartoons or facts lead-
ing the public to believe the subways were unsafe.

This is the cartoon that
aroused the ire of the
I. R. T. attorney.

"1 hope he does start criminal action," said Emile Gauvreau,
managing editor of the Graphic. "We believe there is danger
in unskilled operation, and we believe it is our duty to warn
people of that danger. We would welcome a test case."

It seems to us that, in the circumstances, this was public
service. A newspaper certainly is negligent in its duty to its
readers if it does not warn against dangers. — Editor & Publisher.

STRIKES, like war, are costly and useless. Without
taking sides now in this particular strike of the
motormen and switchmen of the Interborough, we see
the enormous cost and the futility of the strike's con-
tinuance. Let the strikers figure their total loss in
wages during the strike. Let the management figure
the enormous cost of paying strikebreakers; the cost
of transportation of bringing these hundreds of men
to the city of New York ; the cost of housing and feed-

ing; the enormous cost of guarding. Add the loss of
the strikers and the enormous cost to the management,
and it will be seen how easy it is to split the difference
and adjust this strike.

And above all things, there is the great danger of
the possible loss of life which cannot be figured in
dollars and cents. — Editorial in the July 7th issue of
the New York Evening Graphic.

ri '//£' first duty of a newspaper is fearlessly to
further the interests of its readers. Only in
the proportion to which a newspaper fulfills this
purpose will it gain public confidence — and a
newspaper that enjoys the confidence of its public
offers advertisers that certainty of reader interest
which makes advertising pay.

NEW YORK

Evening
Graphic

llurrv A. AIktii. Advertising Mgr. Charles II. Shutlurk, Western Hlgr.

25 City Hall Place, New ^ork 168 N. Michigan Ave., Chicago

July 28, 1926

ADVERTISING AND SELLING

A dvertising
& Selling

• The NEWS DIGEST •

Issue of
July 28, 1926

NEW ADVERTISING AGENCIES AND SERVICES, ETC.

C. F. Kern Adv. Agcy 720 Liberty Building, Phila Advertising Agcy.

The Condon Co., Inc Tacoma, Wash Advertising Agcy.

. C. F. Kern, Owner
John Condon, Pres.
E. Larry Jardeen, Vice-Pres. & Sec'y

The Deane Co 68 Temple Street, Hartford, Conn Advertising Agency .Julian L. Deane, Pres.

Richard W. Griswold, Vice-Pres.
Charles H. Gillette, Secy.-Treos.
_, _. , „, Richard M. Potter, Chairman of Board

Thomas Kivlan, Inc Chicago Poster Service Thomas Kivlan and A. R. Frawley

Inland Newspapers, Inc New York and Chicago Newspaper Arthur W. Cooley, Pres.; Stephen B.

Representatives Brigham, Vice-Pres.

The Gotham Photo-Engraving. 229-239 West 28 St., New York Engravers A. G. Aprikan, Pres.; E. A. Sanders,

Co. Sec'y-Treas.

PUBLICATION CHANGES AND APPOINTMENTS

"The New York Times" Appoints, Gilman, Nicoll & Ruthman as its New England Advertising Representative

with Stanley Pratt in charge.
"Florida Morning State," Tallahassee, and. .Appoint Frost, Lund is & Kohn. Inc., as their National Advertising Representative.
"Times," Hendersonville, N. C.

"Times-Dispatch," Richmond, Va Appoints John Budd Co. as its National Advertising Representative.

"Sports Afield," Chicago Appoints A. T. Sears & Son as its Western Representative; R. L. Hunter as its Eastern

Representative; Carl McNealey as its Pacific Coast Representative, and K. K.
Alberts as its Minnesota Representative.

"Shipper and Carrier" Heretofore published by Evans-Brown Co, Inc., New York, has been purchased by

Frank IL Tate and will be merged with "Packing and Shipping."

"Free Press," Knoxville, Tenn Appoints, Hamilton-Dellisser, Inc., as its National Advertising Representative.

"Life," Bridgeport, Conn Appoints, Powers & Stone as its National Advertising Representative.

"Star," Kansas City and the "Times," Have been sold by the estate of William R. Nelson to the present management headed

Kansas City by Irwin Kirkwood.

MISCELLANEOUS

The Crowell Publishing Co., publishers of the "Woman's Home Companion," "The American Magazine," "Collier's, the National

"Weekly," "Farm and Fireside" and "The Mentor," announce the opening of a Pacific Coast Office at 485 California Street, San Fran-

cisco, with W. Hubbard Keenan as Pacific Coast Mgr.

The Fox Adv. Agcy. and the Tom H. Bartel . . . Have merged into the Battel Co. with T. H. Bartel, Pres. & H. V. Fox, Vice-Pres.
Co., Detroit

Consolidated Publishers, Inc., New York Has been formed to acquire stock control of "The Toledo Blade," The Newark (NJ.)

"Star-Eagle," "The Duluth Herald" and 'The Lancaster (Pa.) New Era." All stock
will be held by Paul Block, Pres. and his associates in the management of these
newspapers.

The Ralston Purina Company, St. Louis Has purchased the Ry-Crisp Co. of Minneapolis, makers of "Ry-Crisp" health bread.

Condon-Milne-Gibson Co., Inc., Tacoma, Wash. Name changed to Milne-Ryan-Gibson, Inc

Baldwin-Whitten-Ackerman Nurseries, Name changed to O. A. D. Baldwin Nursery Co.

Bridgman, Mich.

■*School & College Cafeteria" Name changed to "School Feeding Management"

Name

CHANGES IN ADDRESSES

Advertising Agencies and Services, Publications, etc.
Business From To

Herr Adv. Agcy Advertising Agency. . .McKnight Bldg, Minneapolis Baker Bldg., Minneapolis

'Concrete" (New York Office) Publication 441 Lexington Ave., New York 100 West 42 St, New York

German & LeBair, Inc Advertising Agency. . . 116 West 32nd St, New York 183 Madison Ave, New York

Wortman Brown & Co, Inc Sales Counsel & Adv.. 298 Genessee St, Utica, N. Y The Mayro Bldg, Bank PI, Utica

Service I
The "Cleveland Shopping News" Publication 1435 East 12th St, Cleveland 5309 Hamilton Ave, Cleveland

ADVERTISING AND SELLING

July 28, 1926

Alert Women of 1926

MEN have always held curious ideas
about women. They delight in gen-
eralizations about a sex which is infinitely
various.

In his own home the male is habitually an unob-
servant creature. Leaving after breakfast and return-
ing at dusk, he judges the household doings by what
he sees in the morning rush, the evening hush or the
abnormal regime of the week-end.

Man is prone to separate women offhand into two
broad classes — the Always-at-Homes and the Never-
at-Homes. The first, says he, are the nation's house-
keepers ; they cook, sew, clean, care for the children ;
they never go anywhere or do anything outside their
own four walls, and each day's great event is the home-
coming tread of milord. The others are the club-
women, who play all the bridge, pour all the tea, serve
on all the committees and make all the speeches ; never
bothering their buzzing heads with such matters as
food for the master or shoes for the babies.

All of which is patently exaggerated when written
down ; yet it is precisely what hovers in the back of
some masculine minds, prejudicing their actions in
such practical matters as selling and advertising to
women.

If you will look it up you will find that 89.9 per
cent, of the women of America have no servants, and
that nevertheless there are millions of members of the
women's clubs.

Every day and everywhere women are driving
through their housework in order to snatch a few hours
in the afternoon for sport or culture or public affairs.

An observer in any town may witness the famous
five o'clock scramble when the meetings and parties
break up so that each wife may dash home and start
the supper before her husband looms in sight.

Men who do not try to do so, simply do not under-
stand the alert women of 1926.

The alert women are not those who have jewels and
servants, ancestors and college degrees, large bank ac-
counts and large leisure.

The alert women are found in every stra-
tum of every community, at every income
level. Most of them are doing their own
work. Most of them are also doing their
share of the community's work — much more,
it may be said, then their men are doing, in
church and club, for hospital and charity, in
politics and the arts, for neighborhood, city,
state and nation.

With the same pencil the alert woman writes down
the shopping list and the notes for her discussion at
the reading circle. Over the same telephone she orders
the family food and reminds twenty fellow club mem-
bers of the meeting to-morrow. In the same magazine
she seeks out new home equipment and studies to keep
abreast of the affairs of the world outside.

You cannot, however, safely generalize about alert
women. They have no common characteristic except
their alertness. They number several million, scattered
widely, varying in buying power, social standing and
education. Each is well known in her circle of inti-
mates and acquaintances as a center of influence, one
whose word of mouth carries conviction and whose
example is forceful. Merchants know her, seek her
trade and recommend to other customers the good!
which she favors.

By the very fact of their alertness, these
women become readers of Thf Literary
Digest. As shown by exact analysis, there
are now 2,415,086 women and girls reading
this weekly magazine. A women's market
of great size and unmatched influence.

The Jiteraij Digest

ADVERTISING OFFICES: NEW YORK. DETROIT, CLEVELAND, CHICAGO

July 28, 1926

ADVERTISING AND SELLING

A dvertising
& Selling

. The NEWS DIGEST •

Issue of
July 28, 1926

Otganization

CONVENTION CALENDAR

Place Meeting Date

Financial Advertisers Ass'n Detroit Annual Sept. 20-24

Arl-in-Trades Club New York (Waldorf Astoria Hotel) Annual Sept. 28-Oct. 27

(Except Sundays)

Window Display Adv. Ass'n New York (Pennsylvania Hotel) Annual Oct. 5-7

American Ass'n Adv. Agencies Washington, D. C Annual Oct. 20-21

Direct Mail Adv. Ass'n (International) . . Detroit (New Masonic Temple) Annual Oct. 20-22

Audit Bureau of Circulations Chicago (Hotel La Salle) Annual

Ass'n of National Advertisers, Inc To Be Decided Later Annual Nov. 8-10

.Oct. 21-22

International Advertising Ass'n Denver, Colo Annual

. June 5-10, 1927

Name

Position

DEATHS

Company

Date

W. J. Donlan , Acct. Executive .Lennen & Mitchell July 10, 1926

Fred G. Hatcher President Hatcher & Young, Chicago. July 18, 1926

Wilson F. Brainard Vice-Pres Buggies & Brainard, New York July 22, 1926

(In Bio de Janeiro)

ADVERTISING AND SELLING

July 28, 1926

urJ6 rise above rmdmcrCty ~~ requires enthusiasm
and a ddtrmmatwri not to k satisfied with anLjthity short

Op OntS ideals.'' -^^^^denroff

F i » O produce engravings that are above the average has always
1 been the purpose of this organization. It is a purpose
of which we have never lost sight, and a purpose which our
policy of employing only the most skilled workmen has always
allowed us to accomplish. If you are dissatisfied with your present
engraving because you feel that its quality is only "average" we
will be pleased to place the facilities of our organization at your
disposal.

<GhB EMPIRE STATE ENGRAVING COMPANY

<**~ 165-167 William Street. New Yor^~=~

U B fl

u3 i;

~ « a>
:r._£

ADVERTISING \\1) SELLING 1'oRTMGHTLY

"/ don't know what it is. But I know it is goody

The treasurer, handing back the sheet of Crane's Bond to the purchasing
agent, approved the Company's new letterhead with this wise comment.

He knew nothing about the technique or materials of paper-
making. He didn't know anything about rag stock or wood pulp
but he knew the voice of quality as it spoke out of the beautiful,
strong, crisp sheet of Crane's Bond. And he knew that that was the
right voice for a good house to use when it had something to say.

Made of 100% new white rags, Crane's Bond is as fine a paper as
can be made for business purposes. It is water-marked and dated at
Dalton, and it carries with it the name "Crane" which enjoys the high
esteem of large manufacturing corporations, business institutions, the
major stock exchanges, and twenty-two governments.

To the executive in charge of purchasing: Ask your printer, lithographer,
stationer, or die stamper to let you examine sample sheets of Crane's Bond in white
or any of nine colors.

CRANE'S BON D

I T HAS A S P O N S O R

5 I *

CRANE & COMPANY inc. DALTON, MASSAC IUSET

Advertising

n *A*fOSB8u%.:

PUBLISHED FORTNIGHILY

Drawn by Pitt Studios lor Westinghouse Electric Company

AUGUST 11, 1926

15 CENTS A COPY

In this issue:

"Something Has Happened Since 1920" By G. Lynn Sumner; "Reducing
Distribution to Its Simplest Form" By E. M.West; "How the Small Town
Is Spreading Out" By H.A. Haring; "Teaching Your Salesmen to Teach" By
James Parmenter; "Industrial Advertising Has Taught Us" By G. H. Charls

ADVERTISING AND SELLING

August U, 1926

i/®(i=

li)®s.j>

publishing*

photogravure
advertising

*The Daily News published 116,955 agate lines
in the first six months of 1926 as against 11,345
J[ lines in the next Chicago paper.

The Saturday Photogravure Section of

THE CHICAGO DAILY NEWS

First in Chicago

ADVERTISING REPRESENTATIVES

New York

J. B. Woodward

110 E. 42d St.

Detroit
Woodward & Kelly-
Fine Arts building

Chicago

Woodward & Kelly

360 N. Michigan Ave.

San Francisco

C. Geo. Krogness

353 First Nat'l Bank Bldn

AtgJIii

Publl i othei " dm da b Ldvertl In Fortnightly, Inc., 9 East 38th SI . New Fork, N X Subscription price $3.00 pel
Vo No. i m. m.i a mi cla matter Maj 7, 1923, ttl Posl Office a< New STork under Act of March 3, 1879.

August U, 1926

ADVERTISING AND SELLING

Tie

Iqfc STO?(r

of every motor is
written in OIL

T~"\FJ>ERTED. in the quiet of [he garage, stand long lines of
.L/cars, touched here and there by dusty fingers of sunlight

What a story the doctors weather-worn coupe could tell of
a brave, old motors race with death through a cruel sleet-torn
n.ght

And what entertaining yarns that globe trotting landaulet could
spin of the strange dark ways of Algerian repairmen

While the yellow roadsters tale would be a bitter one and
sad, of a proud, young engine, burncd-our in its youth rhrough
recklessness and lack of care.

i.hful Se
and la.lu,
tepan bills Bui .ii the bottom of
motor s story, responsible for good pei
formance and bad performance alike, yo
uould find— a moioi oil

ery

:rfoi

of t

For rhe

notor depends largely upon a him uf oil —
him thinner than this sheet of paper

A motor-oil's job
Yout moioi Oil s |ob is to safeguard your
lotor from deadly heat and friction, the
esponsible for three- loon hs

of all c

In a<
the firsh.glej

rubles

5<_4>i) honest repair man uill tell you thai mart
than 7"ir, of all motor repairs are caused by the
failure of a motor oil Safeguard your motor
with Veedol. the oil tbat^gites the film of protec-
tion, tbin as tissue, smooth as silk, tough as steel

ur motoi-oil it no longer
ling liquid you saw poured
into your crankcase Instead, only a thin
film of that oil holds the fighting line —
a film lashed by blinding, shrivelling heai
assailed by tearing, grinding friction In
spite of those attacks the oil him must
remain unbroken, a thin nail of defense,
protecting \ital motor pans from deadly

Ordinary oil films fail
too often-i

Under that terrific fwo-fo!d punishment
the film of ordinary oil oltcn breaks and
burns Then vicious heat attacks directly
the unprotected mortJt pans And through
the broken film. hot. raw metal chafes
against metal

Insidious friction begins its silent,
dogged work of destruuion And tinall)
you have a burned-out beating a siored

cylinder a seiaed piunn Then the repair
shop and big bills'

The "film of protection''
Tide Water Technologists spent yens in
studying not oils alone, bur oi\film> They
made hundieds and hundreds of laboratory
experiments and load rests Finally, they
perfected, in Veedol. an oil that offers the
utmost resistance todeadly heai and friction
An oil allien gives the" him of protection "
ihw as Hum, smooth a\ nil. luiigb jj liitl.
Give your own motor a chance to write
its ston not in ordinary oil but in Veedol
Then it v. ill be a long hisiory ol tanhrul,

Tide Water Oil Sales Corporation,

Eleven Broad«a\ New York Branches ot
warehouses in all piinupjl niies

•j/BS.Sf

TwFllMof :
PROTECTION

One of a series of advertisements in color prepared for the Tide Water Oil Sales Corporation

Facts need never be dull

THIS agency was one of the first
to adopt the policy of "Facts first
— then Advertising/1 And it has
earned an unusual reputation for sound
work.

Yet this organization does not, nor
has it ever, confused "soundness" with
"dullness." It accepts the challenge
that successful advertising must com'
pete in interest, not only with other

advertising, but with the absorbing
reading matter which fills our present'
day publications.

We shali be glad to send interested
executives several notable examples of
advertising that has lifted difficult sub'
jects out of the welter of mediocrity.

Joseph Richards Company, Inc.
257 Park Avenue, New York City

t\ICHARDS * * * Facts First * * then Advertising

ADVERTISING AND SELLING

August 11, 1926

NATIONAL ADVERTISING

First six months, 1926

Agate

lines

GAIN

lines

Per Cent
GAIN

January

220,803

39,309

21.7%

February

293,988

70,791

31.7%

March

364,260

102,594

39.2%

April*

396,486

105,483

36.2%

May*

416,232

122,319

41.6%

June

393,897

160,290

68.6%

*Largest

linage i

n history, two months in succession.

PROOF

NATIONAL advertising in The In-
dianapolis News for the first six
months of 1926 was 40.4V c greater than
for the same period in 1925.

1925 was the year of greatest total
linage in the 56-year history of The
News and the greatest national linage
since 1919. Yet the first six months
of 1926 were 600,000 lines ahead of the
same period last year.

A forty per cent gain coming on top
of a previous high mark that climaxed
a 56'year supremacy is positive and un'

1. of the market

2. of the medium

answerable proof of the market and the
medium.

The Indianapolis Radius is worth
intensive cultivation. Forty per cent
greater investments by national adver'
tisers is proof. The Indianapolis News
more overwhelmingly than ever before
is their choice

The bare fact of this remarkable
linage increase is sounder proof of the
importance of the Indianapolis Radius
market and the ability of The News to
cover it than any words or argument.

THE INDIANAPOLIS NEWS

New York. DAN A. CARROLL
110 East 42nd Street

Frank T. Carroll, Advertising Director

Chicago. J. E. LUTZ
The Tower Building

August 11, 1926

ADVERTISING AND STLLING

Everybody's Business

By Floyd W. Parsons

I WAS born and raised
almost within sight of
an oil derrick. At that
time Pennsylvania and
West Virginia were the
great oil producing States.
Almost everyone living in
that section of our country
invested at least a few of
their dollars in the hazard-
ous business of prospecting
for petroleum. Some made
fortunes, but the majority
lost. The uses for oil were
limited and gasoline was a
nuisance.

Then came the automo-
bile and people began to
worry about an adequate
supply of liquid fuel for
that day in the future
when we would have five or
six million motor cars in
our country. If someone
had predicted that within
about a quarter of a cen-
tury we would be running
25,000,000 automobiles in
America and still have no

scarcity of motor fuel, he would have been laughed at
and his sanity would have been questioned.

For more than a generation we have heard it
prophesied that our oil resources would soon be ex-
hausted. But in the face of such forecasts production
has climbed steadily upward. This has brought such
a change of opinion concerning petroleum that the pub-
lic mind is no longer fearful of the future. The large
producers of oil, unable to agree upon a plan to stop
the criminal rape of this vital and precious substance,
became panicky a few years ago when the new flood of
oil that swept over the land threatened to smash prices.

An excited effort was made to substitute oil for all
other kinds of fuel in the hope that consumption might
be made to equal output. A campaign was started to
sell oil for industrial and domestic heating. It was
offered as a substitute even for low grades of coal.
In some towns already, one out of every ten wired
homes has an oil burner. Most of these burners are
sold on a partial-payment plan. One rec?nt survey
showed about 1700 companies manufacturing some kind
of an oil burner. One manufacturer has increased his
business 1200 per cent in less than three years. An-
other company increased its 1925 business 3000 per
cent over 1924. Still another investigator estimates
that more than 600,000 new oil burners will be in-
stalled in American homes this year.

The leaders of the oil industry got out a lengthy
report in order to allay any apprehension on the part
of the public concerning the future. This tells us
that after natural flowing and pumping has brought
up all the oil possible from the existing wells by
present methods, there will still remain in the ground
billions of barrels of crude oil. Much of this remainder

can be recovered by im-
proved processes such as
Hooding with water, intro-
ducing air and gas pres-
sure, and mining. Further-
more, the optimistic out-
fa arst of the experts tells
us of a probable supply of
hundreds of billions of bar-
rels of petroleum that can
be obtained from shale, coal
and lignite.

Never were statements
more misleading, or more
calculated to hurry us on
to a national disaster. The
mere fact that past predic-
tions of an oil famine have
proved untrue does not
mean that present warn-
ings will likewise fail to
materialize. The important
point is not oil production,
but oil consumption. At the
rate we are now burning
petroleum, the entire pro-
duction of Pennsylvania
from the day the first well
started to flow up to the
present moment would now be used in less than thir-
teen months. The production of Ohio from the very
beginning would now take care of our needs for only
nine months; of Illinois, six months; of West Virginia,
six months ; and of Indiana, two months. These States
will never come forward again as great oil producers,
and the same story will cover the history of oil in
Colorado, Oklahoma, Texas and California.

The present flood of oil was brought on by the recent
successful development and application of those mar-
velous scientific devices — the torsion balance and the
seismograph. Six of the eight large pools lately dis-
covered in our country had no visible oil structure
and could not have been found by old methods, except
through accident. Science will not again duplicate this
feat. Practically all of our probable oil territory has
now been explored and is either exhausted or in the
process of exhaustion. There are large quantities of
oil untapped in other parts of the world, but these
supplies will not flow to us cheaply, if at all. The
billions of barrels of oil that we are to get from coal
will cost a pretty penny. If we were to carbonize
every pound of coal now burned in the United States,
we would get only enough motor fuel from this source
to satisfy five per cent of our present demands for
gasoline.

When an oil famine does come, it will appear almost
over-night. People will not, even then, contribute to
build up a shale-oil industry until it is proved the
shortage is permanent. No large amount of capital
will be available.

Let no one doubt we will live to regret the foolish
policy of permitting a condition to develop wherein oil
can be used for purposes that could be taken care of
by coal and its by-products.

ADVERTISING AND SELLING August 11, 1926

The Survival of the Alert

When danger was near, the watchman in the old Italian villages sounded the
alarm by crying through the streets:

"AW ertal AW ertal" which meant "All watchful!"

Remington was alert, when, forty years ago, the day passed in which every
man must own a firearm. Keenly watchful, Remington foresaw a writing machine
in every office and turned the resources of its factories to the manufacture of
typewriters.

The duPont company, alert to industrial changes, saw that it could not grow
through the manufacture of explosives alone, and its watchful research labora-
tories developed, among a score of new products, pyralin and duco.

Dodge Brothers, successful foundry men, alert to changing times, turned
from contract work for others to the manufacture of a car of their own and all
the world knows their name and emblem.

Studebaker farm wagons trundled over every by-way, thirty years ago. Now,
because Studebaker turned an attentive ear to the rumble of new vehicles in the
distance, the same farmers who bought Studebaker farm wagons ride in the luxury
of the Studebaker big six.

A Philadelphia cabinetmaker, alert to changing markets, now owns contracts
for supplying phonograph and radio cabinets to large manufacturers in each
field.

In Nation's Business each month, alert manufacturers and associations that
use its advertising columns are combing all industries for those new markets
which may be their primary markets tomorrow, and for suggestions of those new
products which may be their principal products tomorrow.

Markets are changing daily. A constructive revolution is under way. Only
the alert will survive.

AW ertal

NATIONS

MERLE THORPE, Editor

PUBLISHED MONTHLY AT WASHINGTON BY THE CHAMBER
OF COMMERCE OF THE UNITED STATES

223,000 Subscribers Member A. B. C.

August 11; 1926

ADVERTISING AND SELLING

Birmingham Going

Steadily Forward

New Furnaces to
Light the Sky

Birmingham's sky is ablaze every night
with the lights of its furnaces as they turn
out their roaring tons of pig iron.

Four new furnaces will soon be added
with a capacity of 1600 tons daily to swell
the annual output of 2,500,000 tons.

Birmingham's market for its iron and
steel products is ever widening and its an-
nual production is constantly growing.

Plans call for the construction of four
additional furnaces, work to start on these
some time after September first.

#2,500,000 Plant for
Du Pont Interests

E. I. Du Pont De Nemours 8C Co. will
build a plant for the manufacture of high
explosives in the Birmingham district.
Work will be started this fall and plans
call for the expenditure of over $2,500,-
000. The plant will be one of the largest
in the country and located on a 1240 acre
tract near Birmingham.

Several hundred men will be employed
when operating starts. This will be the
second major explosive plant in this dis-
trict, the Hercules Powder Co. having a
modern extensive building just south of
Birmingham.

Public Improvements Now Under Way #3,000,000
Weekly Payroll in Birmingham Today #4,300,000

The News continues to be a constant reliable influence in
the daily lives of all citizens in the Birmingham district

The News Gives to Advertisers
Concentrated Circulation

Complete Effective Coverage

True Reader Acceptance
Permanent Prestige

Results— With Profits

National Advertising Gain First Seven
Months 1926 Over 1925

234,570

Lines

Growing As Birmingham Grows

©h* Birmingham Ketw0

Marbridge Building
New York City

The South's Greatest Newspaper

National Representatives: KELLY-SMITH COMPANY
Waterman Building Atlantic Building

Boston, Mass. Philadelphia, Pa.

J. C. HARRIS, Jr., Atlanta

Tribune Tower
Chicago, 111.

ADVERTISING AND SELLING

August 11, 1926

irstand Second Issues a

W&^OURTH ESTATE

• exhausted /

■

Not even extra print orders for the July 24th
and 31st issues sufficed to meet the demand for
extra copies of this publication in its new form.

"One does not have to be told
the Fourth Estate has been com-
pletely rejuvenated. It shouts
that fact on every page" — writes
one agency executive.

Be sure you see it! A single dollar bill
pinned to your letterhead and mailed today will
bring you the next twelve issues.

The Fourth Estate under entirely new ownership i»
published 01 2S Weil 43d Street, New York City.

August 11, 1026 ADVERTISING AND SELLING

PITTSBURGH LINAGE

Several weeks ago Editor & Publisher published comparative adver-
tising linage figures of the newspapers of the larger cities. As Pitts-
burgh is the third largest market in the United States the linage
figures of Pittsburgh newspapers should have been included. The
following is a compilation made by De Lisser Bros. Incorporated,
Accountants and Auditors for the period from January 1, 1926, to
June 30, 1926.

Local Foreign

Display Display Classified Total

Daily

Pittsburgh Press 6,074,015 1,478,988 1.368,933 8,921,936

Chronicle Telegraph 4,595,848 1,188,862 421,810 6,206,520

Sun 3,768,747 545,998 290,728 4,605,473

Gazette Times 1,739,400 789,892 480,666 3,009,958

Post 1,842,455 797,078 437.212 3,076,745

Sunday

Pittsburgh Press 1,836,031 835,422 1,108,041 3,779,494

Gazette Times 1,322,945 594,674 451,367 2,368,986

Post 1,305,552 585,647 394,151 2.285,350

Daily and Sunday

Pittsburgh Press 7,910,046 2,314,410 2,476,974 12,701,430

Gazette Times 3,062,345 1,384,566 932,033 5,378,944

Post 3.148,007 1,382,725 831,363 5,362,095

THE PITTSBURGH PRESS, Daily and Sunday, seven issues, had a net gain of 1,036,596 agate
lines over the same period a year ago, compared with a gain of 765,758 for the Gazette Times, Morn-
ing and Sunday, and the Chronicle Telegraph, Evening, thirteen issues. In the same period THE
PITTSBURGH PRESS, Daily and Sunday, seven issues, had a net gain of 174,832 agate lines in
National Advertising, as compared with 121,744 for the other papers, thirteen issues.

THE PITTSBURGH PRESS, Daily, has 33,254 THE PITTSBURGH PRESS, Daily and Sunday,
more net paid circulation in the city of Pitts- carries more advertising than any morning,

burgh than both other evening newspapers com- ■ j c j „u- ♦• • !>•♦♦ l v.

. . &\ , i o , r, , 0,0 ^o evening and Sunday combination in Pittsburgh.

bined, and the Sunday Press has 22,673 more mTTCDTiorn DnPCC u t .u

• i • i t- ■ t>;„,l,„.„i, tV.o„ u„,u THE PITTSBURGH PRESS has one ot the
net paid circulation in Pittsburgh than both-
other Sunday newspapers combined! hwest milline rates in the United States.

THE PITTSBURGH PRESS

A Scripps-Howard Newspaper

Represented by ALLIED NEWSPAPERS, INC., 250 Park Avenue, New York

ADVKRTISING AND SELLING

August 11, 192t

LINOTYPE CLOISTER SERIES

WL—~

36 Point Cloister is a face that can be safely
used in almost any form of advertising as it

30 Point Cloister is a face that can be safely used in
almost any form of advertising as it combines strength
30 Point Cloister Italic is a face that can be safely used

24 Point Cloister is a face that can be safely used in almost any
form of advertising as it combines strength, dignity and beauty.
24 Point Cloister Italic is a face that can be safely used in almost any

18 Point Cloister is a face that can be 18 Point Cloister Italic is a face that can be
safely used in almost any form of adver- safely used in almost any form of adver-
tising as it combines strength, dignity and tising as it combines strength, dignity and

14 Point Cloister Wide is a
face that can be safely used in
almost any form of advertising
as it combines strength, dignity
and beauty. It is derived from
the justly famous Roman of

10 Point Cloister Wide is a face that
can be safely used in almost any form
of advertising as it combines strength,
dignity and beauty. It is derived from
the justly famous Roman of Nicholas
Jenson which was in turn based on the
classic Roman inscriptions. Cloister

Cloister Wide 6 to 1 4 point is cut
in combination with Cloister Bold.
Cloister Bold with Cloister Bold
Italic is also available in full Lino-
type series. Cloister with Italic and
Small Caps 6 to 14 point is now
in process.

12 Point Cloister Wide is a face
that can be safely used in almost
any form of advertising as it com-
bines strength, dignity and beauty.
It is derived from the justly famous
Roman of Nicholas Jenson which
was in turn based on the classic

8 Point Cloister Wide is a face that can be
safely used in almost any form of adver-
tising as it combines strength, dignity and
beauty. It is derived from the justly fa-
mous Roman of Nicholas Jenson which was
n turn based on the classic Roman inscrip-
tions. Cloister Wide is a face that can be
safely used in almost any form of adver-
tising as it combines strength, dignity and

•x.Q" L! N OTYPE " j '■)■

MERGENTHALER LINOTYPE COMPANY

Department of Linotype Typography, 461 Eighth Avenue, New York

August 11, 1926

ADVERTISING AND SELLING

[First

6 ,
Months

of 1920 \

w&mm

lines of

JIDVERTISIM

600,000 more than
in same period last year

,^fK.

r
vAv~

y erage
/ Daily
Girau/atton
for

June y

n$, ?35

1 1,362 more than
in Tune last year v

NEW HIQH PEAKS

of Advertising and Circulation

The Buffalo Evening News has reached new heights in advertising. Advertising
volume this year is better than ever — now running at the rate of more than a million
lines better than the best preceding year — 1925. The record shows

for the first six months of 1926

8,012,691 Lines of Advertising

The News has gaii^d tremendously in circulation. A steady increase continues
through the ordinarily slow summer months. June, this year, shows a gain of
11,362 daily.

Net Paid for June, 1926,

145,735 Average Daily Circulation

The News today, more than ever, is the big, effective advertising medium for the
Western New York territory.

Cover the Buffalo Market with the

Buffalo Evening News

A. B. C. Mar. 31. 1926
134,469

EDWARD H. BUTLER

Editor and Publisher

Present Average
Over 145,000

Marbridge Bldg., New York, N. Y.
Waterman BIdg., Boston, Mass.

KELLY-SMITH CO.

National Representatives

Tribune Tower, Chicago, III.
Atlantic Bldg., Philadelphia, Pa.

ADVERTISING AND SELLING

August 11, 1926

Specialists in the Tangible

It has been said that the advertising agency deals
with a decidedly intangible quantity. In this re-
gard, speaking for ourselves, we contribute the
most tangible quantity known to the salesman —
a thorogoing knowledge of the retail selling-nature
and of the consumer buying-nature. With this
simple tool are induced conviction favorable to
the wares of our clients and inquiries for their
merchandise. A statement of the commonplace,
this, but it involves a thought and a purpose
which seem to be lost, too often, in the rataplan
of drums and the blare of brass.

The Geyer Company
Advertising

Third National Building, Dayton, Ohio

VJ.CC

August 11, 1926

ADVERTISING AND SELLING

CHARACTER

Get more of it into your sales literature. Into your booklets,
your portfolios, counter leaflets, and broadsides. For char-
acter impresses just as surely in your printed salesmanship as it
does with your traveling salesmen!

Cantine papers help the pressman tremendously to put character
into your printed matter. Less finely surfaced papers hinder
him — and lower the sales value of the finished job. Experience
has proved it many times, if proof were necessary.

Since 1888, fine coated papers have been the sole output of The
Martin Cantine Company. Since 1888, they have been noted for
their impressive printing surfaces. Write for book of sample pa-
pers. The Martin Cantine Company, Dept. ooo, Saugerties, N. Y.

Contest Winner

For the quarter ending June }0th,
the International Stiver Company's
sales portfolio was judged the most
meritorious printing on a Cantine
paper. It was both planned and
produced by N. W. Ayer & Son,
Philadelphia, Pa.

Can fold

ASHOKAN

NO 1 ENAMEL BOOK

Esopus

Velvetone

•a i i-iw f . b

SLMl-DilU - £*u» (.

LITHOCIS

COATED ONK SIDE

ADVERTISING AND SELLING

August 11, 192(>

Is selling the

one of your

Successful Boston retailers prove
the existence of a key market upon
which to concentrate advertising

>OSTON seems to be a city with a shopping
radius of at least 30 miles.

It actually is a city with only a 1 2 mile shop-
ping area.

This fact the Boston Globe discovered in a
recent investigation of Boston. It discovered
that despite a dense, rich population making
almost an unbroken city for 30 miles around
City Hall, Boston department stores make 74
per cent of their package deliveries to customers
living within 12 miles.

They obtain 64 per cent of their charge
accounts within this same 12 mile area.

Estimates from some authoritative sources
credited as high as 90 per cent of all business
volume to the population living within 12 miles.

The Qlobe concentrates upon
Boston's key market

That population numbers 1,700,000.

It forms two-thirds of all the population liv-
ing within 30 miles of Boston.

It is rich — with an average per capita wealth
of about $2,000.

Here, within this 12 mile area, the Sunday
Globe has the largest newspaper circulation in
Boston. This is the Globe's market. Daily and
Sunday the Globe delivers an almost equal vol-
ume directed against this key retail trading area.

And because of this uniform seven-day concen-
tration upon the key market the Globe carries
Sunday as much department store lineage as the
other three Boston Sunday newspapers combined .

During 1925 the Globe had daily a command-
ing lead in department store space.

That is only logical. These Boston stores
know their market in great detail. Their sales
figures must reflect the Globe's concentration
upon the most representative homes. And so
the stores use the Globe first.

Concentrate your advertising
through the Qlobe

Always the sound plan is: Cover the key
market first and heaviest. Command this
and you will ultimately command all.

The Globe offers every advertiser this com-
mand of Boston's key market.

No, Boston is not peculiar — not different
from other cities. It seems different only be-
cause a habit has grown up of thinking loosely
of Boston's buying habits — of claiming for
Boston a trading area based entirely upon what
people might do instead of upon what they
actually do.

If you will accept the evidence of faith which
Boston department stores have in the 12 -mile
Boston key market you will see why the Globe
;s Boston.

TOTAL NET PAID CIRCULATION IS
279,461 Daily 326,532 Sunday

It is pretty generally true in all cities with large suburban population
that, in the metropolitan area, when the Sunday circulation is
practically the same or greater than the daily circulation, there is
proof of a real seven-day reader interest with a minimum of casual
readers of the commuting type.

August 11, 1926

ADVERTISING AND SELLING

Boston market

problems ?

In the Area A and B,

Boston's 12-nvXe Trading Area, are

64% of department store charge accounts 60% of all hardware stores

74% of all department store package deliveries 57% of all dry goods stores

61 % of all grocery stores 55 % of all furniture stores

57% of all drug stores 46% of all automobile dealers and garages

Here the Sunday Globe delivers 34,367 more copies than the next Boston
Sunday newspaper. The Globe concentrates — 199,392 daily — 176,479 Sunday.

The Boston Globe

CTne Qlobe sells Boston^

ADVERTISING AND SELLING

August 11, 1926-

Rotogravure

in THE KANSAS CITY STAR

Mechanical

Requirements

and Rates

The roto page will be 7

columns wide by 280 lines

deep — 1,960 lines to

the

page. Type page will

15 inches wide by

inches deep. Width

column 2J/& inches.

Advertising Rate:

Per line, flat

85c

Closing date 14 days in

ad-

vance.

Chicago Office

1418 Century Bldg.

New York Office

15 E. 40th St.

BEGINNING in its Sunday issue of
September 5, The Kansas City
Star will publish a rotogravure section.

This announcement opens to ad-
vertisers for the first time the oppor-
tunity of covering Kansas City with
roto. In addition, it provides an out-
side circulation of more than 135,000
copies in a district which is basking
in the prosperity of the second largest
wheat crop in its history.

The total circulation of The Sunday Kansas
City Star is 282,631 — A. B. C. six-month aver-
age for the period ending March 31.

The quality of The Kansas City Star's roto-
gravure section in both printing and subject
matter will be in keeping with The Star's repu-
tation of producing the best. An immediate
and considerable increase in circulation is ex-
pected.

Advertisers are urged to make reservations
now for the fall and winter season.

THE KANSAS CITY STAR

EVENING

250,597

MORNING

247,404

SUNDAY

282,631

WEEKLY STAR

397,201

Advertising & Selling

Volume Seven — Number Eight
August 11, 1926

Everybody's Business
Floyd W. Parsons

Something Has Happened Since 1920
G. Lynn Sumner

How the Small Town Is Spreading Out

H. A. Haring
What Our Years of Industrial Advertising Have
Taught Us

George N. Charls
Reducing Distribution to Its Simplest Terms

E. M. West
What a Banker Thinks of Business Papers

0. H. Cheney
"Going In" for Advertising

Maurice Switzer

Fashion's the Thing
Amos Parrish

The Water Tower

Edgar Quackenbush
The Editorial Page

Undeveloped Markets for Radio

H. A. Haring
Do the Agencies Have It in for Direct Mail ?

Norman Krichbaum
Teaching Your Salesmen to Teach

James Parmenter

Will Department Stores Become Self-Service Stores ?
George Mansfield

What Makes the Successful Copywriter?

Allen T. Moore
The 8-Pt. Page By Odds Bodkins
The Open Forum

In Sharper Focus
Roy Eastman

E. 0. W.

The News Digest

22
23

24
25

29
30

42
64
70

72
83

MR. G. LYNN SUMNER is a
writer on advertising whose
ability and experience make his
observations worthy of the closest
attention. In this issue he ex-
plains to the puzzled advertiser
just why he now inevitably re-
ceives proportionately less returns
from his advertising money than
he did formerly. A group of
people is taken from 1920 to 1926,
and it is shown in how many ways
their mode of living has changed
so as to make the struggle of an
advertisement for their attention
notably more difficult and, conse-
quently, more expensive.

M. C. R O B B I N S , President

J. H. MOORE, General Manager

Offices: 9 EAST 38TH STREET, NEW YORK

Telephone: Caledonia 9770

New York :
F. K. KRETSCHMAR
CHESTER L. RICE

San Francisco:

W. A. DOUGLASS. 320 Market St.

Garfield 2444

Cleveland :

A. E. LINDQUIST

405 Swetland Bldg. ; Superior 1817

Chicago :

JUSTIN F. BARBOUR

Peoples Gas BIdg. ; Wabash 4000

London :

6fi and C7 Shoe Lane, E. C 4

Telephone Holborn 1900

New Orleans :

H. H. MARSH

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 of Advertising and Selling, this publication absorbed Profitable Advertising. Advertising News, Selling

ADVERTISING AND SELLING

August 11, 1926

•1.00

1922

i i i i i i i i i i i

1923

1924

i r m i i i i i i i i i i i i i i i i rr
CHART

Comparing dealer expenditure with
each dollar of factory expenditure

Spring Newspaper Campaigns

Perfection Stove Company

1922 to 1925

1925

i i 'i i i-i i i i ii

•1.00
90
80
70

ESTIMATED

How many cents do your dealers
spend when you spend a dollar?

GETTING THE DEALER
to do his part, when the
factory puts special effort into
his territory, is an important
feature of our work.

It's important because the ex-
tent of a dealer's advertising is
frequently a good measure of
his sales activity.

We have developed a special-

ized system designed to secure
the maximum dealer tie-up with
the program. It co-ordinates
the efforts of the salesman and
the local newspaper and gets
results like those shown above.

Exact methods in the manage-
ment of campaigns help to make
the advertising dollar go farther.

THE H.K.MCCANN COMPANY
cddVerttsins?

NEW YORK
CHICAGO

CLEVELAND
LOS ANGE1 ES

SAN FRANCISCO IH WIR

MONTREAL TORONTO

AUGUST 11, 1926

Advertising & Selling

FREDERICK C. KENDALL, Editor

Contributing editors: Earnest Elmo Calkins Robert R. Updegraff 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

Something Has Happened
j Since 1920

The World Has Turned Over; You Are Now on Your Back

By G. Lynn Sumner

PERSONALLY, we spent the of them: Munsey's, McClure's and read Hall Caine's novels then run-
Mauve Decade on a farm six the Cosmopolitan. I recall as vividly ning serially in Munsey's • Ida Tar-
miles northwest of Montague, as if it were yesterday the intense bell's "Life of Lincoln" in McClure's •
Michigan. But that doesn't mean interest with which the whole family the illustrated articles in John Bris-

w e were unacquainted
with what the outside
world was doing or think-
ing about. My father in
his day was a great read-
er. It was well known to
the local postmaster and
to neighboring farmers
with borrowing tenden-
cies that he was a great
magazine reader.

He drove the five miles
to town Wednesdays and
Saturdays and always
found mail in Box 535.
There was bound to be
mail because we took the
twice - a - week edition of
the Detroit Free Press.
On Saturdays the Free
Press had as company in
its compartment the
Youth's Companion and
The Michigan Farmer.

But on certain notable
days each month the box
was fairly bursting with
mail. For my father sub-
scribed to all the impor-
tant national magazines
of his time — yes, all three

Courtesy American .Yfir? Trade Journal

THE advertising man of a less complex age would
seem to have had an easier time of it. Competi-
tion for the public's attention was definitely less stren-
uous than it is to-day. Within the last six years a
truly phenomenal increase in the birth and sale of
magazines has been only one of a number of distract-
ing phenomena to compbcate the advertiser's work

ben Walker's Cosmopoli-
tan, and a little later the
"Frenzied Finance" of the
rampaging Everybody's.

Every copy of every
one of those magazines
was kept for months —
with one exception. The
Youth's Companion was
kept for years. One of
my clearest memories is
a mental picture of a
stack of Companions that
rose in one corner of the
closet, from floor half way
to ceiling, and contained
every copy that had come
into the house from 1888
to 1900.

Oh, yes, of course I am
going back a long way,
but eventually I am going
to arrive at the point of
this article and I want to
give it a bit of historical
background.

Twenty years pass by,
as the title writers say.
It is 1920. Great events
have come and gone.
Magazine and newspaper

ADVERTISING AND SELLING

August 11, 1926

1919 Population

105.003.197

1919 Morning

Newspaper Circulation
9.547.243

191 9 Even ing

Newspaper Circulation
16.896. 108

1919 Sunday

Newspaper Cireula
15,482.870

1919 Magazine

Circulation
61.887.251

t|ggggf

1919 Registered

Automohiles
6.771.074

1925 Population

113,493,720
Increasi 8' ,

1925 Morning

Newspaper Circulation

12.164.806

I n c rease^— 2 7 %

1925 — Evening

Newspaper Circulation

20. 896. 604

Increasi 23%

1925 Sunday

Newspaper Circulation

23.078,648

Increase— 53%

>*$k±*

1 925 Magazine

Circulation

107.383,296

I ncrease 65%

1925 Registered

Automobiles

17,512.638

Increase — 158%

publishing have developed to a de-
gree undreamed of two decades be-
fore. Circulations of two million are
an accomplished fact. The oppor-
tunity thus created to talk to great
numbers of people simultaneously
has made advertising both a science
and an art. It is now almost possi-
ble to create a national market over-
night. Mail order advertisers have
discovered the secret of successful
selling — what copy will pull. Yes,
it is 1920 and advertising has found
form, achieved an identity, devel-
oped a formula. Now we really have
learned something about what has
long been a mystery; now we can
plan our campaigns way ahead ; now
we know what people read, how they
react. Why it's as simple as —

But wait a minute! Is it?

The other day I received a letter
that was strikingly similar to about
a dozen others that have come to me
during the past two years.

"We have been checking up on our
advertising," it read, "and find that
our inquiry costs this past year have
been higher than ever before. We
are particularly concerned because
they have been increasing each year
since 1920. Are we an exception, or
has this been the experience of ad-
■ .it isers e/enerally?"

And I had t<> write that he was
not an exception, that his experience
tallied with that of most mail order
advertisers and that the very ques-
tion that was bothering him is an-
noying a good many concerns seek-
ing to get a response direct from the
public.

I am assuming that this sad news
will not come as a shock to any
reader of Advertising and Selling.

Surely it is no secret that inquiries
are harder to get than they used to
be. Mind you, I don't say they
aren't to be had. I say they are
harder to get.

The fact is that something has
happened since 1920. Some adver-
tisers know what it is, have adjusted
themselves to it and are profiting by
it. Some have not. Among them
are those who are most concerned
about the rising cost of inquiries.

What has happened since 1920 is
this: The American people, the in-
dividuals we do business with, have
struck a change of pace.

ORDINARILY we think of 1920
as ultra modern, but the fact is
that the past six years have given the
people we are trying to talk to more
to do, more to think about, more
amusements, more diversions, more
distractions than the previous half
a century. Everything has changed
except the calendar. The day is no
longer, the week is no longer, the
month is no longer than it ever was,
but into each unstretchable unit of
time frantic humanity tries to cram
more activities, cover more terri-
tory, see more, hear more, consume
more, accomplish more than ever be-
fore.

The days of 1920 were not modern.
Compared with what is going on
around us right now. the days of
1920 were as the Middle Ages and
the days hack on that Michigan farm
were contemporaneous with King Tut.
There are advertisers, legions of
them, who actually felt that adver-
tising had come into its own by 1920,
and they are still optimistically pur-
suing the plans and the methods to-

day that they used six years ago.
Possibly from a standpoint of peace
of mind, they are so fortunate as
not to know whether their advertis-
ing is producing now as it did then.

For their benefit and for such
others as may care to sit in, I want
to picture a purely theoretical group
of people and see what has happened
to them in these last six years. In
1919 this group numbered exactly
one hundred. They were, let us
believe, a typical cross section of
our whole population — thirty-seven
men, thirty-five women, and twenty-
eight children under fourteen. They
were, of course, of miscellaneous
occupation. Nearly all of the men
and some of the women worked dur-
ing the day. But what interests us
most are their diversions outside of
working hours, particularly what
they had to read. Well, they had
nine newspapers each morning, they
had sixteen newspapers each eve-
ning, they had fifteen newspapers
each Sunday, they had sixty-four
magazines each month. They had
no radio, for the radio was unknown.
Rut they had seven automobiles, so
that by taking turns the little fam-
ily of 100 could all manage to take
a ride two or three times a week.

And now let us drop the curtain
briefly to indicate a passage of six
years and see what changes time has
wrought. By counting noses we find
the little group of 100 has become
108. It has taken its share of the
normal net increase of eight per cent
in population. It is important to
remember that the day, the week,
the month or the year have not in-
n-eased one jot or tittle or iota in
length. But what has the happy

[CONTINUED ON PAGE 511

August 11, l<i2b

ADVERTISING AND SELLING

Courtesy Tiile Water Oi

How the Small Town Is
Spreading Out

What Effect Will This New Trend Have Upon
Established Retail Outlets?

By H. A, Haring

OR ten years," to quote the
remark of a bank president
of Bridgeport, "retailers have
been trying to adjust their business
to the altered buying habits of the
people due, largely to the motor car.
We've had to accept the fact that an
automobile is preferred to household
furnishings when both are not with-
in the family's purse; that $75
ready-made dresses are a thing of
the past, to such an extent that a
$15-price level dominates the depart-
ment stores.

"Now, all of a sudden, the retail
situation is threatened with another
upheaval. I did not realize it, myself,
until this summer, but as I observe
what is happening I perceive that
the new movement began more than
a year ago, only then I was not aware
of it.

"Henry Ford and General Motors
have put America on wheels. To
the down-town retailers they gave a
new problem of holding their trade
against the tendency to decentralize;
and now, within a year or two, the
motoring public is disrupting the
retail situation in the towns and the

smaller cities — not so much in
ivhat as in where they buy. I'll ven-
ture the assertion that in this State
(Connecticut) there are ten thou-
sand retail establishments that did
not exist a year ago, and of all that
number not a single one is to be
found in the accepted retail dis-
tricts."

Another effect of this same tran-
sition was encountered at Bingham-
ton, N. Y. A tourist complained at
a charge of $1.25 for over-night
storage of his automobile.

"We had to raise the price," ex-
plained the garageman. "Formerly
they all filled up with gas and oil
before they started away in the
morning. It was a poor day in which
we didn't sell a thousand gallons of
gasoline. Now we sell scarcely a
hundred. Everything's gone from
this business except the straight
storing."

"I don't see what's made the
change," said the mystified tourist.

"Any women in your party?"
queried the garageman. "Or kids?"
And then he continued to portray
changed motoring conditions:

"They used to fill the car in the
morning to run all day. Now, that's
the one thing they don't want. If
they have enough gas to run for
two or three hours, it's about time
to draw up at one of these new-fan-
gled filling stations where there's a
Ladies' Rest-Room sign. That fel-
low rings up on the cash register
three or four dollars that we ought
to have and used to get. Then, in
about another two hours, they stop
at another roadside place and lay in
supplies for their lunch: buns and
sardines and salad dressing and
bananas and a lot of stuff that they
ought to have bought of the grocer
here in town. I tell you, Mister, the
fellows like Robinson's Roadside
Market, out about sixty miles east
of here, are doing the business we
ought to get in Binghamton. I know,
because a lot of my friends are in
them. They're making money be-
cause they don't have to pay out for
rent everything they take in."

An executive officer of the Cham-
ber of Commerce in a city of 50,000
is responsible for yet another vision
of the effect of motoring demands.

[CONTINUED ON PAGE 74]

ADVERTISING AND SELLING

August 11, 1926

What Our Years of Industrial
Advertising Have Taught Us

By George N. Charls

ADVERTISING is at once
the romance and the
Lquicksand of business. It
is the abstract as opposed to
the concrete in sales. It is con-
jecture, surmise and assump-
tion in opposition to perspi-
cacity, acumen and comprehen-
sion. It is opinion in con-
troversy with fact — inexplicable
as the workings of the human
mind, complex and intricate as
the psychology it involves, yet,
withal, a necessary attribute of
business. What is more fickle
than public opinion? Yet it is
the definite task of advertising
to sway, mold and solidify such
opinion, primarily through the
medium of the written word.

Advertising must be a cause,
and it has no excuse for exist-
ence unless it produces a de-
sired effect. Too often the
artist and copywriter is so
pleased with his own effort that
he gazes upon it and says.
"What a wonderful effect" —
while the salesman and dis-
tributor fail to find any effect,
any concrete evidence that the
advertising is producing. Such
advertising has no excuse for exist-
ing and anyone reading the thou-
sands of advertisements appearing
in our national magazines must be
impressed with the enormous waste
such advertising entails. Yet, when
you present such a case to the adver-
tising agent or to the man respon-
sible for such advertising, he will
tell you it is the most wonderful
copy that was ever produced.

For this reason, my experience his
taught me that the man responsible
for producing results in any busi-
ness, for keeping up sales and main-
taining production, must also assume
the last word on his advertising
copy, to the end that each and every
word, dot. comma and dash is u ed
only after the utmost study and
thought as to what effect it will
have, not upon the mind of the pro-
ducer of that ad, or the manager of
the business, but upon the mind of

George N. Charts

isident, United Alloy Steel Corporation, Cant
Ohio

the subject the advertisement is in-
tended to reach.

Many unsuccessful advertising
campaigns, to all intents and pur-
poses, had in them the potentialities
of and were almost identical with
campaigns that were very success-
ful, which only goes to prove that
the advertising of each individual
corporation is a thing apart, no mat-
ter how similar that corporation is
to another which is advertising suc-
cessfully. Sometimes one campaign
will be a success and the other a
failure, when to all outward appear-
ance both are identical.

ANY discussion of advertising
must be predicated on the as-
sumption that all references are made
to judicious advertising, for the way-
side is lined with the wrecks of dis-
astrous advertising campaigns. Ad-
vertising has been guilty of enor-

mous waste. Many concerns
have been wrecked by injudi-
cious expenditure of money for
this purpose. Those respon-
sible have been guilty of gross
neglect in management. Money
has been spent on a lavish scale
and disappeared into the laby-
rinth of advertising expendi-
ture, never to be found again.
In the ramifications of a
business such as I represent
the possibility of error in ad-
vertising policy rises to the »th
degree, and I have found it
necessary to incline to err on
the side of conservatism. It is
one exception to the axiom,
where errors of omission may
be better than errors of com-
mission, although each is sub-
ject to about the same criti-
cism.

Consideration must be given
to all methods and media —
signs, broadsides, house pub-
lications, trade papers, class
papers, newspapers and na-
tional magazines are subject to
our choice, any one of which
may prove a fine Tokay for one
product, with the possibility of
proving wood alcohol for another.
Yet, while the problems appear
legion, experience has taught us that
by combining the knowledge and in-
telligence of the sales executive of
each department with that of the
advertising head we usually obtain
greatest and most productive results
in advertising for a given amount of
money expended. This is made pos-
sible by constantly keeping in mind
that advertising is selling — which
has a tendency to simplify the prob-
lem. Incidentally, our experience
has taught us not only to plan a
budget in advertising, but to keep
it — which is vastly more important.

We have learned also that to ob- '
tain the full power from an adver-
tising campaign it must accomplish
certain definite purposes, some of
which are:

It must be the means of creating
good will for the company, its organ-

fCONTINUED ON PAGE Ml

August 11, 1926

ADVERTISING AND SELLING

Reducing Distribution to Its
Simplest Terms

The Most Pressing Problem of American Business Can Be
Solved Only by Getting Down to Fundamentals

By E. M. West

IT is impossible to dissociate
manufacture from distribution.
The goods produced must be
moved to consumers. Profits earned
by efficient fabrication must not be
dissipated by retardation in the
movement of the product from fac-
tory to consumer. Essentially, the
distributive machinery is only a con-
tinuation and extension of the fabri-
cating machinery. Deficiencies in
the one offset and vitiate efficiency
in the other. The whole structure
is a unit. But unfortunately, while
we know much of one part of the
process, we know little of the other.
If it were to be pictured graphi-
cally, it might be represented by
two isosceles triangles, one inverted
and resting its apex on the apex of
the other, roughly resembling an
hour glass. The invex-ted triangle
represents manufacture ; the upright
triangle represents distribution.
The base of the upper triangle rep-
resents raw materials, assembled
from a variety of sources. The
sides of the upper triangle repre-
sent labor added in fabrication. The
product emerges at the apex; the

Manufacturer

Consumer

THIS is the manner in which Mr.
West visualizes the manufac-
ture-distribution structure. The
finished product, fabricated by
labor from a variety of raw mate-
rials, emerges at the apex of the
inverted triangle, only to be scat-
tered through the systems of dis-
tribution. The altitude of the
manufacturing triangle is being
shortened continually by increased
efficiency, but the distribution trian-
gle nevertheless remains stationary

altitude of the triangle represents
the time involved in production,
measures the speed of the flow. The
whole process is one of assembly,
converging on the apex.

Here the process is reversed ; from
here on, the movement is diffusion.
The base of the lower triangle rep-
resents the ultimate consumer, scat-
tered widely over a broad area.
The sides represent the various
functionaries serving distribution.

the equivalent of the labor employed
in fabrication. The altitude rs the
time consumed in distribution, until
the final process is consummated —
payment for the goods by the ulti-
mate consumer. No profits of manu-
facture are earned until the goods
are actually in the hands of the con-
sumer and paid for.

The upper altitude is being short-
ened constantly, by more direct
movement, by more skilled and or-
ganized operations. The lower alti-
tude continues extended by indirect
movements, unrelated, uncoordinate
efforts; halting, repetitions and
needless handling, unskilled, ineffi-
cient and uninformed service. In
the upper triangle, we have highly
specialized, highly organized move-
ments exactly "known and precisely
controlled. In the lower triangle,
we have widely generalized, dis-
cordant and unrelated movements,
inexactly known and diversely con-
trolled. Indeed, the employment of
the word control applied even figur-
atively to distribution is almost
farcical. Manufacturing has de-
veloped from the hand labor stage

ADVERTISING AND SELLING

August 11, 192f>

to the specialized machine stage.
Distribution lags close to the hand
labor stage. All of the processes de-
scribed to instance progressive and
intelligent development are individ-
ual, fragmentary, confined, unique
instances. Their very citation dem-
onstrates the disorganization which
prevails, the faltering methods which
obtain. Is there need for a Distri-
bution Census, to substitute informed
and intelligently directed effort for
promiscuous, trial and error meth-
ods? The question answers itself.

The whole structure is so vast, so
vague, so complex, that the inclina-
tion is to turn away from it and
leave efforts to simplify and under-
stand it to the isolated, fragmentary
impulses of a few progressive minds,
active in their own interests, but
dealing with a segment of the prob-
lem. This tendency is defeatist; it
represents surrender. But it merely

postpones the day when an acute
and widespread disorganization will
compel attention. Why not analyze
the processes, reduce them to their
essential components, dissect speci-
mens, isolate the germs of waste
and failure, stimulate vital processes
and promote healthy, sturdy, pro-
gressive growth?

REDUCED to its simplest form,
the problem resolves itself thus:
Manufacturing and Distribution are
one — parts of the same service to
consumers. A manufactured article is
usable only in the hands of the con-
sumer. All of the necessary stages
through which it must pass to reach
the consumer are components of the
service. All must be performed, all
must be remunerated; the ultimate
price must comprehend them all.
Raw materials are transmuted into
new forms by manufacturing only to

increase their usefulness. Manufac-
turing invests in raw materials and
labor only to liquidate the invest-
ment, enhanced. The quicker it is
liquidated, the larger the profits.
Time is the critical element through-
out. The speed with which materi-
als are transmuted, the speed with
which they reach consumers, is the
measure of profit.

The first step is, where are the
consumers? The second step, what
are their needs? "Where are the
consumers?" is a study of popula-
tion distribution. "What are their
needs?" is a study of consumption.
Accessibility of consumers is a mea-
surement of the time and distance
that products must be carried to
reach consumers. Accessibility, too,
is the measure of the service re-
quired to transport the product to
the consumer. Accessibility of con-

[CONTINUED ON PAGE 44]

What a Banker Thinks About

Business Papers

By 0. F. Cheney

Vice-President, American Exchange Pacific National Bank

THE business press is not per-
fect. But I believe that the
only thing wrong with it is
that it needs more of what it already
has. If I were not so modest, I
would compare the work of the busi-
ness paper editor with that of the
banker. Although the editor deals
in a commodity much more precious
than the money in which the banker
deals. The business editor deals with
ideas and he distributes them quite
widely at a very nominal sum. Like
the banker, he asks for interest, but
not in per cent. He asks for us to
give him our attention and our in-
terest, and he will give us the best
that is in him of thought and effort.
Both the editor and the banker must
be good fellows, but both must also
be critical; both must learn to slap
a friend on the back and if necessary
also to slap him on the wrist.

The good business paper is not
merely a record, it is also a guide-
The function of the business press
in the machinery of our economic-
life is many-fold. The business paper
must serve as a generator of ideas.

Poi Ui n »1 b i "Mi i kin ered before
honor of the editor and pub
i h. LjneWi a»i Hatti i

and as a driving engine to keep the
morale of the industry growing
through good times and bad times.
It must also serve as a governor and
as a balance wheel. It must warn
against over-extension and against
optimism. It must steady the ma-
chinery against those over-loads and
those over-strains of those clouds in
history which upset every industry
at one time or another. Even more
important, it must day after day
seek out and remove those flaws and
rusts and deteriorations, those bad
practices which tend to undermine
and destroy the good of every in-
dustry.

That is why in more and more
fields the business paper editor is
receiving greater recognition as a
leader. More industries should at
cept him as a guide, as a sympa-
thetic critic, as a trusted advisor, as
a fair arbiter, and as a lay preacher,
for he is all of these.

The average vision and ability and
public service is as high in the busi-
ness paper field as it is in any other
field of journalism today. Very
often 1 feel that the level of the
business paper field is higher. Yel-

lowness appeals to a baser instinct.
I find that the business papers have
not the competition of this kind
which the general newspaper and
magazine has to contend with. It is
significant to note that the newspa-
pers are more and more quoting the
business paper.

I am not making a plea for more
support of the business press. The
business paper dees not need sup-
port. What they need is only to be
used. American business men. for
their own sakes, must realize more
clearly the potentialities of the busi-
ness paper press. The great help
the editorial pages can be in solving
the business problems and the vital
force the advertising pages can be
in the stern problem of keeping this
touch with the trade is of prime im-
portance in the industry. The busi-
ness press is the machinery of the
nation. Its advertising and editorial
pages give not only the light but
they give power. If we will realize
this potentiality and make use of it.
the business paper would be bet t el-
and stronger, and as we use them
they would become more and more
useful.

August U, 1926

ADVERTISING AND SELLING

Going In for Advertising

The Young Man Without the Appropriate Qualifications Will Find That

Mere Ambition Is Not Enough

By Maurice Switzer

Vice-President, Kelly-Springfield Tire Company

I HAVE often wondered what
the stimulus was that im-
pelled certain young peo-
ple to adopt the business of ad-
vertising. I refer particularly
to the creative rather than to
the selling end. With the de-
sire to satisfy my curiosity, I
questioned a few beginners
without intimating my object.

I found that some of them
with college training had liter-
ary inclinations and a desire to
see their creative efforts in
print. In some instances an
exaggerated idea of the emolu-
ments to be gained had been
the chief inducement; in others
it had been simply the pros-
pect of a comfortable white-
collar job with a quasi-profes-
sional flavor, which they
thought would lift them a few-
degrees higher in the so-called
social scale.

Rarely was there a novice
with any real appreciation of the
necessary qualifications for the
work; especially among those with
the ability to write a college essay
or a snappy editorial in the class
monthly, or with the common gift
for writing doggerel.

As to remuneration, there seemed
to be a general impression that
$20,000 jobs were as thick as seeds
in a watermelon. The third class
may be dismissed as belonging to
that group which would meet failure
in any business where intelligence,
persistence and industry were among
the necessary elements to achieve
any measure of success.

The ability to write verse or
prose, even well, without other
qualifications is no more a reason
for engaging in the business of ad-
vertising than the ability to torture
jazzed classics out of the glee-club
saxophone would be a reason for
attempting to lead a symphony or-
chestra upon coming out of college.

As to the $20,000 jobs, all the
seeker has to do is consult some of
the census reports which give the

number of individuals who, even in
this day of high salaries and wages,
are earning that sum in the United
States. He will meet a rude awak-
ening from a beautiful dream.

Of course there are many high-
salaried men connected with the
agencies; but most of them write
business, not copy.

RECENTLY, a sophomore I was
talking to in one of the large
Eastern universities handed me an
essay he had written on "Choosing a
Profession." He had a sharp wit, a
gift of humor, the ability to write
doggerel, an ear for jazz, a good
physique, the desire for travel, the
confidence of adolescence, the belief
that youth must have its fling, the
intention to take it, a rich father
and no sense of responsibility so far
as his becoming a useful and pro-
ductive member of the community is
concerned.

He treated the essay in a jocular
vein because it was too much of an
effort to think seriously and the sub-
ject offered opportunities that he

could not resist. Nevertheless,
he got a good mark from a
professor with a sense of
humor.

This young man flatly de-
clines to consider the matter
of an occupation when he
leaves college, and when I
asked him if he had any
thought at all on the subject,
any intention of following some
natural bent — humor, for in-
stance, as a professional writer
— he said that he had given
that matter a little thought,
but had concluded that there
was not much money in liter-
ary work. Did I agree? I
said that anyone who followed
art with his eye on the pay
envelope was foredoomed to
failure because the true artist
found most of his recompense
in his work; money was a sec-
ondary consideration.

"I guess I'm no artist," he
replied. "I'm going to see some-
thing of life, and when I've had my
fling I'll think of a career. I don't
care for medicine or law," he con-
tinued. "Maybe I'll go in for ad-
vertising. I'd like to write ads.
I've always been interested in them
and I could knock out cleverer stuff
than a lot of boloney I see in the
magazines."

And there you are.
This young man isn't a fool. He
passes his examinations easily but
he dislikes a sustained mental effort,
which is evidenced by the looseness
of his literary attempts. He be-
lieves with many others that all one
needs to become a successful writer
of copy is "cleverness."

Now, this is not intended to dis-
courage anyone of either sex from
going in the advertising business
with the view of becoming ulti-
mately a "director of publicity." It
is merely offered as warning that,
besides the important matter of
petting a job, there are infinite dif-
ficulties in the way of making a
success of it.

[CONTINUED ON PAGE 78]

ADVERTISING AND SELLING

August 11, 1926

What will it do

QHOW i nan i

O lie will Ih abb i pictii (lie who] I

... i l>c |- 1 niai lii ii ■ thai ilic h

Lilt till- 11.; ■ I I ■■ I... mm I- ■ I |

rria ■ I !. 1 1. 'in.

i edm ol ihc i !.■■■■■ i I' tlic

h ip \. ii ii (in- i n in i i ■ i ■

iiv teavi ..l metal, ii i uultl i i ha' ( i ■ m tin "■'■

• ■: h I' ■ ftl

Tliij. on '■ ' (hi !■■ ■ !■''. : i"' capacitii i

ih< 'Tinn lvi lath< I i es tin job ii-clt to
pnn c w hai ii ". iil do I [<>ui attci houi , da; i(u i
,!..■. . it , urli ■ I thi !"■■ ! . ! i . t i hip? n iihniii the
■ i ■ ■, ^ i ii air Am t'liili i

i ■ 1 1 i- s 1 1 1 i ■ i . i For tin i
kind uferiicicne; thc"Tii)>< givi ■ iall tin

nay through to the "net prunY'colunii iti the hooks

The Niles Tool Works Company

i ,. i

Hamilton. <>!,,..

? * Ul:

a?4 » !

_e-Vr * 0 t.W J.t * .

About 40 years ago

And even then toine u/ them

hod hern onii the Companj

JO year*

Smile a little, if you will, hot
ihey were <ini men and woo.
dcrnil machinist*, rhcy brought

. ill.

daih

Ipirll that laid thl •CCUPC
foundation for j world-wide
reputation

\V ort, wa*lhcirKfe,tn< ■iil.nc
■nd fhcii hobby- Modern ideas
hjJ not dUTutcd their inien »n-
Prom their braini and ihcir
handi cami much «'i the orig>
but material whichmadi Vmer-
ice theforemoit uscrof machin-
ery anions J" 'he nation*.

Y.u. ..».. afford to ride in an
automobile, uk n telephone,
own typewrite wand adding ma-
chinei juJ many other modem

convenience) becauM of «h*t
the*c men conceived and caw
cured.

1 h. » wTotethe invisible word
"aceuracy" on everything they
mad* to thU day, "accuracy"
iik still out watchword. \«J t«
it will -iUuv. be .i- lorn a. a
machim • ■' j tool i* made tlut
be ■ ■ m nam* .

Yi'U .jo trjiflu- thk "accu-
racy" into t|ualtt> tn youi own

product,

production.

We will gUdh ditcuM with
YOU Ml pha«! .'I your work in
v.lin Ii ,i pew ni,l Kir. r mj.

great! t profiti for you.

Bui oui main rocuwge to you
i*: "When you l'v> ruuip ni rii
find oui aboul Prjo & Whitney

tachiv

..|-

PRAT1 iv WHllNfci CO., Hartford. Conn.

PRATT (J WHITNEY

Scrapped!

■

ei v> that he i

■
1 :

lid that lie

■
I

i
■

■

■
1
■

i
i
■

i i . |

■ ■ i
i thai . -,i

■:

.
Vet i

: i .
II

i their nci i

■
iii..

i i . . .i i

■

Niles-Bemcnt-Pond Company , in Broadway, New Vork

in i i xf >>f im hand wiifN irr s*ir> it

"If there are better taps made,
I'll eat 'em" p.w capmaker

Now thai isjusi in cnthusiasri< workman's genial exaggenttoo.
.Still .i man doesn i offet to cat cold nccl, even in the heai ol
sincerity, unlen ht is sure i>t hi

\\t believe «i<li him that P & W Ground Thread I
i In- best, .itid we jrt willing to go j long way to provt it to inj
umi ni l 'in ad i ap*i

U .,.. will whd tamplcs ol the work you Jo we will makt
ttst^ ui oui raps "ii jroui tvork to sho«t you how fast the)
work and how little they arc affected bj the work,.

Better still, send un an order foi i I « I apt

job in your shop A--k the workman ho» they act Keep i
r^».(>r.! .ii pcHbrmancc, Dten lei your own judgmi
you in ruturt purchases.

PRAM .\N\tlllM\ CO., Hmrifonl, CamUKtietil

PRATT a WHITNEY

NIU'.S-HEMENT-POND and its divisions have been doing some rather revolutionary things in the
field of machine tool advertising. They have humanized their advertisements to the point
where they are understandable to the merest layman and at the same time sell machine tools.
The one in the upper lcftdiand corner, incidently, won a first prize at the recent N. I. A. A. exhibition

August 11, 1926

ADVERTISING AND SELLING

Fashion's the Thing

Fashion Has Been Over Negleeted by American Department Store

Advertisers

By Amos Parrish

IT is obvious that advertising
should be interesting; yet little
of it is. It is obvious that adver-
tising means to turn people; yet
most advertisements are merely an-
nouncements.

And though it is quite obvious
that fashion is the most important
help that a store advertiser has, yet
most store advertisers and pro-
motors refuse to let fashion, a will-
ing worker, work.

It is most important that store
people should study all the trade
papers and fashion magazines they
can possibly lay their hands on. An
alert store person is hungry for
fashion information; and sells goods
because she knows fashion and
can talk it intelligently.

Women crave information on
fashion in advertising; in-
formation that is almost dic-
tatorial in tone. Women like
to be told what to wear.

Many women are leagues
ahead of stores in fashion, and
the cause of this is the excel-
lent work being done by Vogue,
Harper's Bazar, and similar
magazines. It isn't what peo-
ple say but saying the right
thing that counts. Few stores
dig into fashion facts before
they make fashion statements.
Some store chiefs would dis-
charge a buyer if they caught
her reading Vogue in store
time. It is, to repeat, quite
obvious that the greatest sales-
man that a store advertiser or
store promotor has is fashion,
but few put fashion to work
for them.

Altman's had to come to it
after years of declaring they
wouldn't. Coast to coast the
fashion wave has gone. No
price is too high. People will
pay for fashions if they are
right.

One of the reasons why ad-
vertisers don't let fashion work
harder for them is that it
takes more time on their part.
It takes time to make fashion

information work for them. It
takes more than time — it takes
willingness to accept that informa-
tion.

No store should ever send an ad-
vertisement to its public — particu-
larly an advertisement of apparel —
that hasn't in it somewhere some
mention of the fashion selling points
of the garments being advertised.
The use of right, sound fashion in-
formation in advertising is a sure
short cut to the selling of more gar-
ments. The outstandingly success-
ful garment stores in America are
those doing an outstandingly good
job of fashion selling.

The stores which feel a business

AMERICAN store advertisers have not
l\ used fashion as a selling point for all
that this true fetish of womanhood is worth.
The French, however, have long recognized
La Mode as the power that it undeniably is.
The Parisienne looks forward eagerly to the
annual parade of models at Longchamps.
And so, in all truth, does Miss Duluth

tremble first are those whose eyes
are closed to the almost unlimited
power of fashion as a master sales-
man.

Readers are anxious to be told ex-
actly what they should buy. If a
store's fashion information is sound,
customers will be glad to follow it
and buy from it. But if its fashion
information is based on "hunch" —
just to sell goods — they won't — and
don't. How long should skirts be
these days? Few advertisers ever
tell the answer to that important
question. Dresses are now light in
color, and they are brighter than
they have ever been in all fashion's
lifetime. You have seen only a few
black or blue street dresses for
the past couple of years. You
have seen these light, lovely
colors that mean so many more
sales. But rare is the store that
has let this secret out. The fash-
ion rules for women's shoes are
very definite, but are rarely
advertised. Fashion lately, as
you know or as you should
know, says that a woman to be
on her fashion toes must be
careful of her heels. Shoes
that are right in sports-fashion
must have all-leather heels.
No more of the suede or other
kid coverings.

It is important now that a
woman have several pairs of
shoes for daytime wear. When
she changes from sports
clothes to street clothes, the
leather heels can't go with her.
That is information that
hundreds of shoe departments
and shoe stores should have
told their public. It would sell
more shoes. But few have
done it. Having run out of
ideas, stores lean on the crutch
of unusual design to get atten-
tion. Of course a simple, read-
able, understandable design
with complete, interesting
fashion information would out-
sell their present advertising
many times.

The outstandingly successful

[CONTINUED ON PAGE 58]

ADVERTISING AND SELLING

August 11, 1926

The Water Tower

By Edgar Quackentmsh

1% TOT much more than a
X year ago a little group
_|_ t| of serious thinkers
brought forth upon the New
York market a new publica-
tion, basing its claim to ex-
istence upon the supposition
that the people of that me-
tropolis had attained the de-
gree of — let us say, for lack
of a better word — sophisti-
cation where they could ap-
preciate genial cynicism,
graceful savoir faire. That
such a supposition was not
unfounded is best attested
by the unique popularity
which The Neiv Yorker en-
joys today and the extreme-
ly satisfactory expansion of
those sections of the maga-
zine which are purely com-
mercial in character — i. e. :
those pages which remove
certain red figures from pub-
lishers' ledgers and which
supply certain versatile gen-
tlemen with the well-known
fifteen per cent.

Aquazone claims the dis-
tinction of being the first
advertiser to give Ray
Bowen a fifty-two time con-
tract, and it is a fairly safe
bet that from the time the
first copy came in it has
been among the most popu-
lar incumbents of the adver-
tising section for reasons
other than the purely mer-
cenaiw. Certainly it is doubt-
ful if any other advertiser
in any periodical ever made
its insertions so integral a
part of the publication as
the account now under dis-
cussion.

Space salesmen speak
vaguely of "reader inter-
est." and sages of the "pro-
fession" expound upon the
necessity for the advertising pages
to "compete with the editorial mat-
ter for the reader's attention." Aqua-
zone, somehow, does not seem to do
exactly that. There is no obvious
competition — no two-fisted, eye-com-
pelling layout, that is: no interrupt-
ing idea. The advertising is the
editorial matter, or so much in ac-
cord with it that the difference is

Water TotverH Water Toiver

LulUhy

Sleep my little sugar plum,
Daddy'* gone a-runnlng rum,
Daddy's off the Jersey coast and twelve
miles out at sea,
In a neat litdc cutter
He's earning bread and butter,
Caviar and anchovies, my pet, for you and
me.

Sleep my little son and heir,
Daddy's now a millionaire.
Laden down with contraband from water
line to keel,
And you'll go to college soon,
In a coat of warm racoon,
With pockets full of money and an auto-
mobile.

— L. S. P.
* * *

lr was LIPSTICK who said that people
get out of a night club only as much as
they put into it. And, come to think of
ir, one might say the same thing about a
glass of mineral water.

But though felicitous, it would not be
altogether true. You get a good deal of
exhilaration out of a glass of Aquazone
without putting a drop of anything into it.
Which phenomenon is c.vpalincd bv the
fnct that it already contains a supercharge
of oxvecn.

Be that as it may and notwithstanding, we
know quite nice people who do put things
in it right along, declaring it to be the
best mixer of all.

Mr. George M. Cohan, for instance,
writes that "Aquazone really is a delicious
water and from now on I expect to be one
of its best advance agents." P. S , .v \K
Frank Adams says, he gets the job.
• * *

■' ' I gore a party,

•Ling thing to .
The !':. ■

. Scotch,

LEI ■ l i • : I

It seems useless to disguise our intentions
any longer. We would like you to try
Aquazone and accordingly refer you to
your druggist, grocer, restaurant, cabaret,

RAIN

/ - • \jkts grow ruddy

imnton. garden drink,
I'ltf world's most ancient vintage.

And it sort at makes you think
flow Adam did liu dining

Without a cocktail-shaker.
And gratefully accepted

The homc~bre:i of hit Maker'

FIRE IN A WATER FACTORY

Yel another milestone has been passed in
the history ot the AQUAZONE Corpo-
ration. It has had a fire. It started in
the early hours and we arrived just in
time to see Mr. Kenlon's cohorts bring-
ing their coals to Newcastle. And as we
splashed around, relieved to find that
things were n^.t as bad a* they seemed, all
we could think ot was the old music hall
song —

Father's got the sack Ironi the water-
works

For smoking his little cherry briar.

The foreman Joe, said he'd have to go

For he mijrht set the water-works on
fire.

+ * *

'And |{," remarked the office gloomer,
"we were in any other business, we'd be
sitting prettv now with a nice little Fire
Sale."

* + +

IT'S A LONG ISLAND,

It anyone should r

ng up to ask us a

good place to eat, dr

nk and he merry on

1.. I. we should unh

esitatinglv recite the

following entire list

—

Blossom Heath Inn,

lot Smaltwood's.

Merrick Road

Hold Shelhunie,

( one; Island.

Merrick Rnad

Stce| li ■ hasc.

( BBej liland.

Merrick Road
Pavlltion Royal.

< tmejr Island.

Sliecpshc id B •»

i i] i Ducks,

JU.1U Ravage,

I . tp 1

.Shcrpuhrad Bit

These pilots sell AQUAZONE and th.<
fatr lloiK, it seem, to u,. stamp, rhrm all
as enlightened, progressive and inviting.

+ + +

It. tQUAZOKE for lemonadei.
orangeades and [rail concentrate, ha ha.

highballs. Straight, you'll lind nuthing
belter for indigestion, acidic) and fatigue.
At all the best places, including

\'»NDERBILT O+JJ '

\.\SDKKI11LT 6434

microscopic. It insinuates itself upon
the reader with the same finesse that
has been characteristic of the medi-
um which it utilizes.

By adopting the style of the col-
umnist, Aquazone has taken advan-
tage of an editorial trend which has
been gaining in popularity over a
period of years. This medium of
expression is one of the most easily

mishandled of which we
know offhand ; handled effec-
tively it is one of the most
successful and diverting of
journalistic institutions. Its
handling requires a peculiar
type of mind — alert, dis-
criminating, engaging, and,
above all, prolific without
tedium. And, for such a
column as this, the author
must be "clever" in the nice
sense of the word and avoid
assiduously those traits
which bring invariably the
epithet of "smart." We
think that Aquazone has
chosen wisely in this regard ;
results would seem to prove
that we think correctly.

The trend of advertising
toward this — so-called — so-
phistication has been pro-
nounced; which is entirely
as it should be, inasmuch as
the trend of the entire na-
tional mode of thought and
taste has been in the same
direction. And yet, some-
how, the advertisers who
have been able to keep up
the sophisticated pace have
been few and far between.
Several have struck the right
note once in a while, but the
metaphorical melody has
generally gone rather sour
when the campaign has been
protracted over an extended
period of time. Ovington's
has done about as well as
any we know of, but Oving-
ton's uses a change of pace
that enables them to vary
their amiably humorous
gibes with simple announce-
ments and bits of plain sell-
ing talk of the more conven-
tional type. Aquazone ad-
vertising, however, is today
just what it was when the
opening insertion made its appear-
ance somewhat over a year ago, and
it has followed the same style with
the same efficiency all through the
time intervening. Aquazone selling
talk is not blatant. In many of the
insertions it occurs only in the most
indirect way, and nearly always it is
dealt with in a semi-humorous vein.
The proof of the ad is in the sell-

[CONTINUED ON PAGE 56]

THE ♦ EDITORIAL ♦ PAGE

What About Anheuser-Busch?

ONE of the most interesting advertisements pub-
lished in a long time — interesting because of its
.suprise and its significance — is a double-spread adver-
tisement appearing currently headed: "What About
Anheuser-Busch?" Into the reader's mind flashes the
memory of the famous beer by that name which flour-
ished in pre-Volstead days. The next reaction is apt to
be righteous indignation or indignant righteousness,
■depending on how "dry" one is in one's viewpoint, at
the thought of the passing of this famous beer. Then
almost inevitably comes the reaction of curiosity : Well,
what about Anheuser-Busch? What has happened to
this company?

These questions, the advertisements answers, most
interestingly, in text and picture. Anheuser-Busch did
not dry up with the country; it simply turned to other
forms of service, using the sound policies it had devel-
oped in one industry to earn its way in others. Today
Anheuser-Busch and its associated interests make ice,
ice cream, dry pack ice cream cabinets, auto bus and
truck bodies, Diesel engines, yeast, and soft drinks —
and operate a five-million-dollar hotel.

The interest in this advertisement is in the variety
and contrast of the products now made, but its signifi-
cance lies in the fact that it demonstrates once more the
need for and the possibilities of flexibility in industry
in this day of sudden and radical changes in public
thought and habits. There can be no failure where a
new situation is met with courage and imagination —
and a genuine desire to serve humanity.

Magazine Mortality

THOSE of us to whom the coming and going of
minor magazines has always seemed simply an in-
teresting evidence of the color and vigor of American
life, cannot perhaps sympathize readily with the credit
man's coldly analytical view.

Executive Manager Tregoe of the National Associa-
tion of Credit Men flatly calls it throwing money away.
"Three periodicals die every day, and in their place
four arise," he proclaims. "Consider the millions of
dollars that leak away through this large turnover."
He is for tightening up credit on the starters of
periodicals.

Aside from the obvious business necessity of care
with credit, it is a matter of lively debate whether the
experimental zest of publishers is a good or bad thing.
New paths have been cut in publishing by experiment.
Munsey would have been given a deaf ear by credit
men in his early days. Big publishers as well as little
ones make publishing try-outs. Magazines and periodi-
cals spawn like fish — and die as rapidly; but they are
pioneering in the wilderness of the public which doesn't
read. There are still many, many millions of people in
America who read almost nothing, despite the multitude
of newspapers and magazines. This frontier — useful
for advertisers as well as for publishers — has been

pushed forward very rapidly in recent years by many
new kinds and types of magazines and newspapers. If
it is worth while to explore frozen arctic wastes, why
not explore the "unread." Many must die that few
may live, for only by experiment can response be dis-
covered in the jungle of the literary hinterland.

Cooperative Censorship

THE forward step just taken by the correspondence
schools in cooperation with the Better Business
Bureau in turning the spot light on some of the objec-
tionable claims used in advertising and selling courses
of instruction by mail and agreeing not to continue
their use, is in line with the cooperative censorship
program recently advocated on this Editorial Page. To
consolidate this advance in advertising practice and
make it truly cooperative, the schools need only to call
in the publishers in whose columns the bulk of the cor-
respondence school advertising appears and say to them :
"Working with the Better Business Bureau, we have
evolved a higher standard for our advertising. Now
we want you to help us enforce it, against ourselves and
against any institutions which have not acted with us.
In that way we can make all our advertising more be-
lievable and therefore more productive in the long run,
which is to your interest as well as ours." It is to be
hoped that this commendable movement will not stop
short of this practical step.

Buyers' Strikes

JULY afforded two suggestive buyers' strikes, within
the brief space of a single week. Monday's papers
(the 25th), related the plight of shop-keepers in Paris
when American and British tourists quit purchasing as
the outcome of French boo-ing of sight-seers. The re-
sult was almost instantaneous. The shop-keepers' pro-
tests were so effective as to end summarily the anti-
American demonstrations.

Thursday's press, of the same week, told of a buyers'
strike on the part of Catholic women in Mexico City in
order to voice their disapproval of the government's
policy toward their Church. Avowedly they hoped so
extensively to injure retailers that the commercial in-
terests would bring political pressure to aid the Church.

The "farm bloc" has become almost a power in our
politics, although little more than an apt name for a
sentiment. It is hardly an organization. May it be
that the "buyers' strike," too, will become an effective
weapon for expression of public opinion? Political
movements are notably slow, the workingmen's strike in
industry has proved a mighty weapon — mightier far in
the threat than in the use. Why not the "buyers' strike"
to test the will of the people to have their way by a
process more rapid than the time-consuming methods of
the Senate?

ADVERTISING AND SELLING

August 11, 1926

Undeveloped Markets for Radio

By H. A. Haring

1 0 after the
well - to - do,"
was the reply
of the largest radio
retailer in the coun-
try when asked about
undeveloped markets
for radio. "All over
the country, from
coast to coast, the
managers of our
twenty-five stores re-
port that radios do
not sell to the rich
people or the well-to-
do — the kind that can
order a $500 item,
have it charged, and
pay the bill at the
end of the month
without scaring the
bank.

"Maybe it's all the
price talk that's
done it; maybe they
think of radio as a
kid's toy still. But.
somehow, Americans
seem to think of ra-
dios as they do of

washing machines: a
thing for the common herd but not
for the upper crust. That's why our
company, for 1926, is dropping half
a dozen makes and adding the A.
radio. We're going after the rich.
We're going after them on A.'s own
scheme of hollering out loud that
it is the costliest of all radios and,
therefore, the best."

In Chicago, the president of a
radio manufacturing company made
the statement that "radio has not
yet been sold, but merely dis-
played for sale." A doubter ques-
tioned the accuracy of this gener-
alization. On a dare to prove his po-
sition, the president sent a man
about the dining room of the Union
League Club — where they happened
to be at the time — to put a question
to every man whom he knew well
enough for so personal an inquiry.
Of seventy-six questioned, seventy-
one stated that they had never been
approached to buy a radio of any
sort. And, when the report was be-
ing discussed, the radio president
gloated over his doubting friend
with the telling comment:

"Radio mav be a woman's thing.

ADIO offers a variety of uses which should be of interest
to the alert manufacturer or salesman. Besides being a
home entertainment feature, it can be utilized to advantage as
a form of semi-public entertainment calculated to be of com-
mercial benefit to its utilizers. The potential radio market has
scarcely been touched as yet and is visibly broadening every day

but real selling is lacking in an in-
dustry where seventy-one of Chi-
cago's important men have never
had the approach."

In another city (New Haven) a
Yale professor who heads a famous
department of the university, sur-
prised me by remarking:

"No, I have no radio. I'm glad
my neighbors have none either. To
my mind a radio is a nuisance, with
its wires all over the roof and about
the house. Especially when the
owner sets the horn at an open win-
dow at night."

C^ RANTING that these three sen-
T timents may be somewhat over-
drawn as representing a cross sec-
tion of well-to-do opinion, it is yet
true that the millions of receiving
sets marketed to date have not gone,
primarily, to those best able to pur-
chase. Radio manufacturers, as in-
terviewed, are not particularly well
informed as to the nature of their
market ; but radio dealers have
most decided judgments that any
manufacturer may learn by a sim-
ple questioning. As one such may be

quoted the manager;
of a world-famous

department store,
with a wealthy fol-
lowing, when he thus
characterized radio
selling:

"The rich associate
radio with unsightly
sticks and ragged
wires o n tenement
roofs, or, in the
country, with crooked
poles projecting from
the barn or woodshed.
Radio can't hope to
interest them so long
as it suggests the sort
of home that is satis-
fied with collarless
men seated on door-
steps. The change
will not come until the
dollar sign in radio
advertisements gets
under a quarter-page
size, with more space
given to talking the
language of quality

^= appeal."

Another angle to

undeveloped markets is

radio's

hinted at in the large volume of de-
ferred payment selling. The install-
ment buyer is, admittedly, not in
possession of ready funds for the
total of his purchase. For that pur-
chase to call for less than $200 or
$250, completely equipped, is con-
vincing evidence that the customer
is not wealthy; and when dealers
estimate that nine-tenths of their
sales are on a time-payment basis,
it becomes clear that well-to-do
families do not buy radios in any-
thing like the proportion they
should — be that proportion calcu-
lated against income tax returns or
population or average earnings or
any of the usual bases for sales
quotas.

When, furthermore, one breaks
down the facts of radio ownership
in homes of wealth one is struck
with this condition: the set belongs
to the son, stands in his bedroom,
is for the entertainment of himself
and his friends rather than for the
family in the usual living room
situs.

In Cleveland, a prosperous man.

August 11, 1926

ADVERTISING AND SELLING

Bruce Barton Roy S. Durstine Alex F. Osborn

Barton, Durstine *§ Osborn

INCORPORATED

cl/Zn advertising agency of about one

hundred and ninety people among whom are

these account executives and department heads

Mary L. Alexander

F. W. Hatch

Joseph Alger

Boynton Hayward

John D. Anderson

Roland H inter meister

Kenneth Andrews

P. M. Hollister

J. A. Archbaldjr.

F. G Hubbard

R. P. Bagg

Matthew Hufnagel

W.R.Baker, jr.

Gustave E. Hult

F. T. Baldwin

S. P. Irvin

Bruce Barton

Charles D. Kaiser

Robert Barton

R. N. King

Carl Burger

D. P. Kingston

G. Kane Campbell

A. D. Lehmann

H. G. Canda

Charles J. Lumb

A. D. Chiquoine, jr.

Wm. C. Magee

Margaret Crane

Carolyn T. March

Thoreau Cronyn

Elmer Mason

J. Davis Danforth

Frank J. McCullough

Webster David

Frank W. McGuirk

C. L. Davis

Allyn B. Mclntire

Rowland Davis

E. J. McLaughlin

Ernest Donohue

Walter G. Miller

B. C. Duffy

Alex F. Osborn

Roy S. Durstine

Leslie S. Pearl

Harriet Elias

T. Arnold Rau

George O. Everett

Paul J. Senft

G. G. Flory

Irene Smith

K. D. Frankenstein

J. Burton Stevens

R. C. Gellert

William M. Strong

B. E. Giffen

A. A. Trenchard

Geo. F. Gouge

Charles Wadsworth

Gilson B. Gray

D. B. Wheeler

E. Dorothy Greig

George W. Winter

Mabel P. Hanford

C. S. Woolley

Chester E. Flaring

■ J. H. Wright

, R.T) i

*Xr

NEW YORK BOSTON BUFFALO

383 MADISON AVENUE 30 NEWBURY STREET 220 DELAWARE AVENUE

Member American Association of Advertising Agencies

Member Audit Bureau of Circulations

Member T^lational Outdoor Advertising Bureau

ADVERTISING AND SELLING

August 11, 1926

known for his generosity and love
of his family, told me that he has
no radio "except a crystal set."
Then it was divulged that of his
three children one is a girl of nine,
possessed of restless energy which is
an annoyance to the family in the
evening hours. Last fall a grand-
mother announced that for Christ-
mas she would give the girl "some-
thing to keep her quiet," and gave
her a crystal set. This was installed
in the girl's bedroom upstairs. It
has been a charm. Whenever she is
free, the girl rushes upstairs and
sits with the ear pieces glued to her
ears — while the family has peace.
She is teasing for a "real set,"
which is one thing the family does
not want for the reason that a loud
speaker would bring her into the
family circle again and they would
lose their peace.

REPEATEDLY I have asked the
question of intelligent radio
dealers: "How can radio be sold to
the rich home?" One of the most in-
teresting replies suggested: "Wait
until 1928. The last presidential cam-
paign, especially the Democratic
convention, was a wonderful boon to
radio. But radio receiving was then
crude compared to what it is now.
By 1928 radio will interest every
business man in the country. Every
one of them has hoped to attend a
presidential convention just to hear
the hubbub and the noise. Next
time all this will come to them
in their own home in the evening ;
and radio will do it."

Looking to the closer future is
another answer to the question,
heard scores of times, which may be
phrased somewhat in this manner:

"Radio selling has been like bar-
gain counter selling. The time of
display and selling has been short.
The only ones who bought were
those who rushed to the counter.
But this summer I can see a differ-
ence ahead.

"All the manufacturers are prim-
ing us full of 'sales pep,' written
from a new viewpoint. They are
showing us how to run radio stores
and not radio museums. That is,
they are telling us how to sell the
set that will make money for us.
that is fair priced, that sells easy
and stays solrl, that is nationally
advertised and backed by a manu-
facturer who is in radio manufac-
turing to stay. To me that means
that the days of radio bargains and
radio orphans is waning,

"All that means that we dealers
can get a hearing with the city's
better trade; the kind that's always
crossed over to the other side of the

street when they passed a radio shop
as if they'd accidentally got in the
wrong part of town. Radio's popu-
larity came from the bottom up.
Too many still think of it as be-
neath them. But two things are
heaving all those notions out of the
window: cabinet models that capti-
vate the women and the fine pro-
grams."

Still a third suggestion came
from a dealer in Wheeling who be-
lieves that "the poor may be sold by
salesmen going to the house, but
the rich are sold only when they
set out to buy. With them the door-
bell is not rung by a salesman ; only
the postman gets a smile. Maybe
they think he's not a salesman but
if they do they are forgetting that
he hands them all the ads. Ads
bring the rich to the dealer's door,
and when they come they want only
good goods."

Another undeveloped market for
radio may be grouped under the
classification of "commercial con-
sumers," covering those purchasers
who can use radio sets to increase
their own business. Not mere enter-
tainment, as in the home, is the
salesman's theme here, so much as
the making a business adjunct of
the radio.

One evening in March a man en-
tered a barber shop in Cleveland
where twelve barbers were serving
the same number of customers. He
asked for the proprietor, who hap-
pened to be out. Then, to one of
the barbers he put the request :

"Jerry, can I try this record on
your Victor? Biggs isn't here, I
know, but I've just bought the rec-
ord and I want to see if it's all
right."

CONSENT was, of course, given.
The visitor went to the balcony,
placed his record on the phonograph
and played it. One customer called
out to the visitor: "Turn the thing
this way, so we can hear it too." This
was done. When it had been played.
some one cried: "Play it again."

When the visitor came down into
the shop, he remarked to Jerry, who
appeared to be second in authority
to the absent proprietor: "Tell the
boss he ought to buy a radio, so's
the men won't have such a stupid
time in here. A barber shop's as
bad as a hotel room — nothing to do
but stare at the walls."

The visitor proved to be an um-
pire of the American League, who
in the conversation that followed
made these comments:

"If I had a barber shop, the first
thing I'd do would be to put in a
radio to entertain the men that have

to sit around the room and wait.

"Radio selling hasn't been
scratched yet, even with all the mil-
lions they've sold. Just think of base-
ball. When the season's on, the
crowds that pay admission aren't a
fraction of those getting the games,
play by play. Go into any garage,
or stop at the radio shops, and you'll
see the men listening to the play-by-
play returns. Everyone of them is
wishing he could see the plays, and
the radio has been the biggest ad
for professional baseball that we
ever had. They don't even have to
read to get it. They have the thrill
of knowing each play as it happens,
with all the uncertainty of what the
next will be. When they read it in
the paper, they begin by knowing
the score; that is, the outcome. The
sport of any game is the uncer-
tainty."

Out of this talk grew a conception
of the barber shop as a sales outlet
for radios, and shortly after there
was coupled with the barber shop the
restaurant — a sort of uncultivated
market for radio, which has the in-
estimable advantage that the sale can
be linked up with profits to the pur-
chaser. The suggestion was passed
on to a few retailers in half a dozen
cities. Most of them hailed it as a
constructive hint and several of
them promised to give the thought
a trial.

"Music while you shave; music-
while you eat" is the phrasing of one
sales manager for this particular
business. It may be interesting to
record that one dealer Ca depart-
ment store) by putting two outside
salesmen into the suggested market
sold thirty-one radio sets the first
fortnight; twenty-seven the third
week. Of this total, twenty-two
sets were sold to barber shops. An-
other dealer reports the sale of
eighteen sets to this market. An-
other tells of sales "now running a
thousand dollars a week from this
source alone." Still another replies
"nothing attempted until this week:
but three days, with two men work-
ing outside show two thousand dol-
lars."

DURING March a canvass of bar-
ber shops in Cleveland revealed
that there was not a single radio in
the thirty-nine shops visited: in
Pittsburgh, one radio was found in
twenty-three shops. A reporter revis-
ited the same places in the last days
of June, his report being that eight
radios have been installed in Cleve-
land and seven in Pittsburgh. In a
similar manner, a March Burvej of
123 restaurants in the same two cities
reported thirteen radios in use < with

[CONTINUED ON PAGE 501

August 11, 1926

ADVERTISING AND SELLING

Average
Net Paid
Circulation
Dec. 1925
to June, 1926

.„

»-

5326
9971

.»

To Mechanical Officers.

Locomotive and Car De-
' sign. Construction and Re-
pairs, Shop Equipment and
Machine Tools.

To Engineering and
Maintenance Officers.

. Bridge, Building, Water
Service and Track Con-
struction and Maintenance.

To Electrical Officers.

. Electric Power and Light
for shops, cars and build-
ings. Heavy Electric Trac-
tion.

To Signal Office rs.

• Signaling, Telephone and
Telegraph, Automatic Train
Control.

To Executive Operat-
ing Officials, Purchasing
Officers and Depart-
ment Heads.

34641

Average

Net Paid Circulation
All A.B.C. and A.BJP.

Departmental Publications That Select
The Railway Men You Want to Reach

That is the outstanding value to
you of the five departmental pub-
lications in the Railway Service
Unit.

The net paid circulation figures
listed above prove that the men in
each branch of railway service
want a publication which is de-
voted exclusively to railway prob-
lems from the standpoint of their
department — and the classifica-
tion of subscribers given in the

A. B. C. statements proves that
these departmental publications
reach the men who specify and
influence purchases in each
of the five branches of railway
service.

Our research department will
gladly cooperate with you to de-
termine who specify and influence
purchases of your railway prod-
ucts and how those railway men
can be reached most effectively.

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

"The House of Transportation"

Chicago: 608 S. Dearborn Street Cleveland: 6007 Euclid Avenue Washington, D. C: 17th and H Streets, N.W.
New Orleans, Mandeville, La. San Francisco: 74 New Montgomery Street London: 34 Victoria Street, S.W.I.

The Railway Service Unit

Five Departmental Publications serving each of the departments in the
railway industry individually, effectively, and without waste

ADVERTISING AND SELLING

August 11, 1926

Do the Agencies Have It In
For Direct Mail?

By Norman Krichbaum

READERS of Advertising and
Selling will no doubt recall
an article in a recent issue of
this magazine headed "Is Direct
Mail Losing Its Directions?" This
article undertook to put direct mail
■"in its place" — with what success I
hazard no verdict.

Many readers may recall also the
printing, prior to that, of a very
dissimilar article in a publication
devoted exclusively to direct mail
which constituted in effect a clarion
call to direct mail men to rise up
and smite publication advertising
hip and thigh. This dissertation
was enlivened by such characteristic
high-lights as the following phrases:
"tell the myopic world," "incompar-
ably the safest and surest advertis-
ing and sales medium in existence,"
"what does diplomacy get direct
mail?" "the one advertising medium
that delivers the goods always," "all
the economics are on the side of
direct mail," "the dead hand of 15
per cent." It was clearly an ex-
hortation distinguished by more
oratory than logic.

Now the first article raised the
point about the alleged attitude of
the advertising agency toward mail
advertising, and it is my desire to
chime in, if I may, with a few im-
pressions of my own on this angle
of the debate.

It has always been my view that
on this whole question of the valid-
ity of direct mail as a medium the
advertising agency has been misun-
derstood and misrepresented.

It is perfectly true that the agen-
cies as a rule have not embraced
direct mail as fast or as affection-
ately as its more passionate ad-
mirers would desire. But then
neither have the general run of
advertisers. And this fact is not en-
tirely attributable to cold-shouldered
agencies — look at the thousands of
advertisers without agency service
who remain nevertheless lukewarm
on the subject of direct mail. Un-
hampered by agency predilections,
why haven't they been converted?

Agencies as a class are sold on
magazine publicity because it has

been used with long and con-
spicuous success, even taking into
account its signal failures which, if
the truth were known, are more
plenteous but perhaps not more
signal than those of direct mail.
They are also conceivably better
equipped to function on magazine
advertising than on direct mail, the
principal reason for this being that
the latter is still in many of its
phases in its swaddling clothes.

In my estimation the immaturity
of direct mail as a member of the
advertising family is a point which
we should all concede. It's no crime.
It's merely a fact. When direct mail
arrives at its majority, agencies will
be among the first to grasp the fact
and apply it.

IF direct mail has not already pre-
maturely run riot, we have the
agencies more than any others to
thank. The annual national bill for
this class of advertising must be
nothing to sniff at. But your direct
mail prophet crying in the wilder-
ness apparently has no stomach for
such mere manna and insists on a
diet of baked Alaska and alligator
pears.

The criticism of the average mail-
ing list imperfections is a point well
taken. In many, many cases where
direct mail is potent, the list is not
a piece of shelf-goods which can be
bought, sold, stocked and passed
from pillar to post. It must be
especially compiled in order to be
both economical and effective. This
often entails tremendous labor and
expense. But men who have cut their
eye teeth on this type of adver-
tising will tell you, if you pin them
down, that laborious building and
patient pruning of lists is Lesson No.
1 in the Primer of Direct Mail. Rigid
selectivity on lists is going to save
the neck of the method as an adver-
tising force. Lists are the back-bone
of direct mail; they are also at
present its weakest spot. Disloca-
tion at this point calls for expert
chiropractic and direct mail apostles
might as well admit it.

Against direct mail advertising in

magazines surely asks no quarter.
All it wants is a fair field and it is
sure to get it. To set out to vin-
dicate direct mail by spot-lighting
the failures of magazine publicity
rather than the record of direct mail
is a program about as useless, in my
judgment, as the insertion of an-
other "o" in "nothing."

Direct mail advocates expostulate
at the "big interests" behind publi-
cations. The same sort of interests
are, to a degree, behind mail adver-
tising also, as the activities of
sundry well-heeled printing estab-
lishments fully attest.

Within the range of my observa-
tion, representative ,agencies have
right along acted in good faith in
their dealings with this self-
proclaimed injured vehicle of adver-
tising. They have been cautious but
they have also displayed a reason-
able willingness to experiment. The
larger agencies, it must be re-
membered, have a proved investment
in magazine advertising to protest.
The smaller agencies have filled to
some extent the role of pioneers in
direct mail, which possibly is as it
should be.

THIS pastime of ascribing mo-
tives of purely personal gain
and sheer intolerance to agencies on
the score of mail advertising was
amusing until it became boring. In
self-protection no reputable agency
which expects to remain in business
is going to let itself in for support-
able accusations of bad faith in the
choice of mediums.

The imputation that agencies in
quantity have been wantonly en-
couraging clients to spend millions
in space where thousands in direct
mail would do the same or a superior
job is a rank absurdity. In this day
and age it is a grave reflection on
the acumen of advertisers in gen-
eral and is, in my opinion, un-
deserved.

You can't keep a good man down
or a good advertising tool buried.
Direct mail, if it is as good as it
thinks it is, will emerge. I think it
will, and it will emerge purged of a
[continued on page 81]

August 11, 1926

ADVERTISING AND SELLING

&^Oj(tef%Ol7L7dffl£<Qf^^

THE CHRISTIAN SCIENCE MONITOR. BOSTON. TUESDAY. JUNE 1, 1926

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ADVERTISING AND SELLING

August 11, 1926

Teaching Your Salesmen to Teach

By James Parmenter

HAVE you ever been faced with
the dual task of making cne
profitable organization earn
even greater profits, while at the
same time you were responsible for
lifting a losing company to the profit-
making rungs on the ladder of divi-
dends?

Five years ago, in order to pro-
tect an important source of supply,
we were forced to take on a business
which was at the time a losing ven-
ture and headed straight downhill.
The product which we needed could
be made in its highest form only
by this one enterprise, although it
was the least of its many specialties
in point of sales volume and we
were the only buyers of it.

While I have continued as vice-
president in charge of sales of our
own company, I have for the past
five years acted in the same capacity
for this once losing venture. It is
a pleasure to be able to say that
the contrast is no longer as striking
as in 1921 when our enterprise earned
seventeen per cent net on its in-
vestment while the other company
showed a net loss of one hundred and
eighty-five thousand dollars.

It is fair to attribute the change
in the financial standing of the once-
losing venture as much to teaching
its salesmen to teach as to any other
single reason. Since it paid its
stockholders six per cent in 1924 and
eight per cent in 1925 and has
already more than earned its
quarterly two per cent in 1926, it is
fair to consider that its changed
status is assured.

Every sales manager and every
advertising manager knows that
good salesmen in relation to their
customers can be grouped into three
classes. Class I includes the good
salesmen who are liked and respected
not only by their customers, but
have a positive influence with their
customers' salespeople and with their
own junior salesmen as well. Class
II is liked and respected. The men
build sales by their abilities and
create over-the-counter sales be-
cause their customers' salespeople
enjoy selling the merchandise for
such a good fellow. Class III in-
cludes the good salesmen whose in-
fluence ends with Mr. Buyer.

In our parent organization we have

endeavored to teach our salesmen to
teach ever since 1912. At that time
we were faced with the necessity of
securing greater sales volume at
lower sales cost. We analyzed our
field sales force without first thought
other than of making replacements
which, while strengthening our
future possibilities, would both hold
our present sales force and decrease
our over high salary total. This led
to the closest type of analysis of the
used and unused abilities of each
salesman. It led to determining the
actual latent and absent qualities for
increased sales within each. It led
to the discovery that one of the
greatest assets of a comparatively
small handful of our more than two
hundred salesmen was their ability
to impart their knowledge and skill
in selling to others, both within and
without our sales force.

Starting first within our organiza-
tion, we must describe the general
field sales plan. Each senior sales-
man has a definite territory for
which he is responsible and against
which all sales and sales promotion
expenditures are charged. Within
each territory each senior salesman
has assigned to him two junior
salesmen.

IN tracing the history of each mem-
ber of our sales force, I found,
to my surprise, that in the one-third
who could be properly classed as
producers of high water, the great
majority had started with us as
junior salesmen and had served
under only ten of our seventy-odd
senior salesmen.

This brought home with a ven-
geance the fact that sixty of our
senior salesmen had not been re-
sponsible for a single permanent
stellar addition to our senior force
and that these ten men had been re-
sponsible for an average of almost
seven juniors who had later de-
veloped into stars.

With this certainty as a basis I
took a trip around the country,
stopping in forty states to inter-
view our men in the field. In each
territory I made the opportunity to
see, both as a group and individually,
the three men comprising the terri-
torial sales force, and I learned at
first-hand how much it had cost us

to ignore the wisdom of building a
senior and junior force of men who
could teach as well as learn.

One of our most brilliant senior
salesmen paid tribute to his mentor
in saying, "John taught me that it
was not enough to sell goods to the
buyer and be a good sport with the
salesmen who would sell my mer-
chandise. He made me see that my
orders would remain only as large as
normal over-the-counter demands
plus a little friendly assistance made
them, unless I made every one of my
customers' salesmen into a Blank
salesman."

HE expanded this idea by con-
tinuing, "John told me that the
only two reasons for being a good
fellow with the salespeople of my
customers was the enjoyment I would
get out of it and the opportunity it
gave me, through their personal lik-
ing, to make them like the work of
learning my line and how to sell it."

In another territory another pupil
of this same senior salesman paid
tribute along a different angle.

He told of the week-end sessions
which lasted from Saturday night
at eight, until two in the morning —
which were resumed again at ten
a. m. and, with only the interruptions
of meals, lasted until midnight. In
these sessions John Morgan had gone
over every conversation with every
buyer. He had gone over every con-
versation with every salesperson. He
had gone over every item that the
junior salesmen were supposed to
sell and built up new and better
stories with a variety of appeal. He
had shown the cub when to stick
to his guns with the buyer, and when
to let the buyer triumph in a minor
matter only to be magnanimous in
a major affair.

In still a third instance one of the
senior salesmen admitted that his
seniority was due to this same John
Morgan. In this case John taught
his pupil how to teach. Years be-
fore, this then junior salesman had
hardly qualified when his associate
was recalled home by the death of
his father. A new and green cub
was hurriedly shot into the terri-
tory in the height of the selling
season. John Morgan had only a
week-end in which to break in a
[continued on page 661

August 11, 1926

ADVERTISING AND SELLING

''What beauty!" . . . and then . . . "What weight!" So said the text in an adver-
tisement of the Fontaine pattern in International Sterling.

"What beauty !" . . . and then , . . "What weight!" So says the illustration of
the advertisement, reproduced above.

Here is a noteworthy example of the Interrupting Idea principle at work
in a visual presentation of merchandise. It is typical of a series prepared for
the International Silver Company by the Federal Advertising Agency, Inc.,
of 6 East 39th Street, New York.

ADVERTISING AND SELLING

August 11, 1926

Will Department Stores Become
Self-Service Stores?

By George Mansfield

IN the restaurant
field the self-ser-
vice plan has taken
a remarkably prom-
inent place. Where
one cafeteria once
< flourished by reason
of novelty, hundreds
prosper today be-
cause they offer ex-
actly what a large
number of people
want. Especially in
the Middle West and
West they have taken
over the bulk of the
business. The hotels
throughout the coun-
try have seized upon
this method of entic-
ing patrons to whom
time is money and
to whom money is
more than merely
desirable. A part
of the popularity
of the self - service
plan is due to the
burden of tipping. By
serving one's self the
necessity for a tip
has been done away

THE "self-service" plan was applied to restaurants and met
with notable success. The system then rose from the social
obscurity of the pie slot to the eminence of the hotel grill. It
was tried in grocery stores and turned myriads of economical
shoppers into animated delivery vans. Will the department
store be next? Such a development is possible and deserves
consideration. There are a number of conditions favorable to
such a development and Mr. Mansfield here discusses the situa-
tion from many angles that would affect such a metamorphosis

There are many
others with startling
records. The success
of grocery depart-
ments is due partly
to the standard qual-
ity and packing of
grocery products, and
it cannot be quite du-
plicated in all other
lines. But the self-
service idea has
worked successfully
in many other lines.
In one small store
such a department has
been operated with
marked success by
using it as a substi-
tute for the remnant
counter and offering
in it short lengths of
silks and other ma-
terials at a price
lower than could be
offered were they
purchased by the yard.
The buyer is left to
do her own selecting.
She need approach a

salesperson only when

her decision is made.
The saving in clerical time is conse-
quently very large.

The self-service basement is be-

with; and tipping has long been not age woman likes to handle and ex
only an extra and undesired expense amine what she buys; the "touch'
to many but an embarrassment as psychology is known to be a power-
well. The popularity of the self- ful lever. If she is uncertain, she coming increasingly popular in spite
service plan has been demonstrated may hesitate to ask the clerk to take of various experiments which have
also in the grocery field. The "Pig- down a number of brands for exam- been unsuccessful. Arrangement of
gly Wiggly" plan is the best known, ination. Or, as happens often, the merchandise is particularly impor-
Wherever these stores are found clerk may by his manner impress tant and not every kind is suitable
there are also found a large number upon her the waste effort and dis- for this method of selling. Where a
of faithful customers who like the courage her from making a satis- question of fit is concerned, it is
plan of picking out just what they factory decision. This is amply usually advisable to offer sales assis-
want. Now there are even whole- demonstrated in the cafeteria. See-
ing the food ready to eat helps the
decision and makes satisfaction.

salers operating a "cash and carry"
plan.

The scheme is one of permitting
the customer to save a portion of the
expense of service by performing
the service for himself. It has much
appeal to those who must work their
dollars to the full hundred pennies.
The principal disadvantage is, of
course, in the lack of sales pressure.

tance.

As a rule, the self-service plan does
not at this point work successfully
except with a grade of trade some-

THERE are a few people in the what lower than that which patron
department store field who be- jzes the higher class department

lieve that self-service is the eventual stores. This is so partly because

development of their type of store, the self-service stores now available

Already self-service is being tried in lay particular stress upon price

various departments. Self-service alone. In New York City there are

grocery departments have shown re- several self-service dress shops, but

But this is offset, to some degree, markable results. One, in a compara- for the most part they are placed so

by making the goods so accessible lively small store, did a business of as to reach the bargain-hunters and

that they sell themselves. The aver- half a million dollars in the first year, make no effort to attract the better

[CONTINUED ON PAGE 60]

August 11, 1926

ADVERTISING AND SELLING

1925 1926

January 990,008 1,163,653

February 1,016,170 1,125,557

March 1,189,266 1,499,050

April 1,364,862 1,550,880

May 1,275,534 1,510,505

June 1,152,809 1,398,510

Total 6,988,649 8,248,155

What These Figures Mean to You —

Last December the Akron Beacon Journal
set a goal of a million line increase in adver-
tising lineage for 1926.

Last month the de Lisser reports showed
over a million and a quarter lines gained for
the first half of 1926 as compared with the
similar period in 1925.

This is 2l/2 times the estimated increase for
the half year period.

The strength of the Akron, Ohio, buying
public is reflected in these figures. If the
power of the market were not increasing,
the advertising which directs the people to
that market would not be increasing so
remarkably.

Advertisers' Faith

The faith of the advertisers in the Akron
Beacon Journal is also shown. If they did

not consider this medium the best one to
carry their message to the growing market,
they would not have invested in it so
heavily.

Last year's figures, which appear weak in
comparison with the records just made,
were in themselves remarkable.

Last Year's Figures

In 1925 the Akron Beacon Journal ranked
2nd in Ohio in advertising lineage among
six-day evening newspapers and 14th in
the United States in the same classification.

These statements and these figures will
easily prove that the Akron Beacon Jour-
nal is the newspaper to carry your adver-
tising for 1927 to the Akron market.

Population statistics justify the inclusion of
this market in any national sales campaign.

AKRON BEACON JOURNAL

First in News, Circulation and Advertising

STORY, BROOKS & FINLEY, Representatives

New York

Philadelphia

Chicago

Los Angeles

ADVERTISING AND SELLING

August 11. 1<>26

What Makes the Successful

Copywriter?

By Allen T. Moore

FIRST, there's his love of peo-
ple— folks — human beings. One
of the best copy men I have
known was always enormously in-
terested in everybody. He could be
enthusiastic for loquacious half-
hours over some serene old lady in
lace cap and quiet black gown, whom
he had discovered at a social gather-
ing, while his wife and the main
body of the crowd were entertaining
themselves a la moderne. He had
"got a tremendous kick" out of her
bright backward flashes of reminis-
cense, her soft chucklings over the
eccentricities of our later day, her
peaceful humor and composed phi-
losophy of outlook.

And. by the same token, the young
ladies, even down to the most di-
minutive in long dresses and frilly
headgear, engaged his interest with
equal promptness. The truth was,
he loved them all — old or young, he
or she, his kind of whatever nation,
complexion, age, antecedents or pre-
vious condition of servitude. "Loved"
literally — because the verb "like" is
entirely too neutral for his headlong
type of affection.

Result: this writer had "people"
in his copy at all times. Their liv-
ing feelings, needs, moods and as-
pirations throbbed in his lines — not
by artifice, but in actuality. (No-
where, by the way, is the imitation
more quickly separable from the real
thing — than in the reading of a piece
of copy. Sincerity either is or is
not; it knows no substitutes.)

First, then, of the three loves that
underly the successful career in
copy writing is that of a bubbling
enthusiasm for one's fellows. Read
any advertisement that leaves you
unmoved, unanticipatory of some
specific good which purchase will
bring you, and you can put your
finger instantly on the work of one
who lacks that quality and who will,
in consequence, finally eliminate
himself from the course.

And how logical, when you slop In
think of it! What motive, after all,
should predominate the production
of any piece of copy, if it is nut that
which whole-heartedly desires the

betterment of the reader throu h
possession of the idea, service, or
merchandise written about? Ask
Kenneth M. Goode, Frank Irving
Fletcher, James Wallen, Bruce Bar-
ton, John Starr Hewitt, Wilbur D.
Nesbit, Charles Addison Parker —
or any others of the copywriting
"arrived" — their answer. Also in-
quire if they feel that any motive
less than a veritable love of human-
ity puts the power, pull and persua-
sion back of their phrases, how-
ever inherently craftsmanlike they
may be.

Then there is markedly present in
the make-up of every successful
copywriter that indispensable second
love: the love of causes. Partisan-
ship. The spirit of crusade.

DID you ever, for instance, make
a more than casual observation
of your copy friend as he returns to
his desk from several days at the
plant, in the store, on the road, hang-
ing about a laboratory, or button-
holing sundry brands of prospects or
users; any sort of activity, in short,
that has stirred to life in him the
specific big idea which blots out hours
on the clock and gives to inspiration
a "local habitation and a name"?
There, if ever, goes a man of causes,
literally a fever with one certain
cause that at the moment brooks
no rival in the whole wide world !

That is why Mark Sabre would
never have made a successful copy-
writer. He could too easily see and
feel "both sides of the question" —
nor can his counterparts ever play
successfully the role of interpreter
between maker and market. For
the love of causes, the ability to bury
his powers and personality in a par-
ticular issue to the exclusion of all
else, marks above other valuable
traits the born copywriter.

This same friend I spoke of a mo-
ment ago has in his home and on the
surrounding premises some speci-
mens of practically everything he
ever wrote about in these past sev-
enteen years. Selling himself first
— not superficially, but down to his
shoestring tips -always made him

an on-the-spot customer of his ac-
count . . . and, correspondingly,
a better copywriter.

Now, given a love of people and a
love of causes, what further pre-
eminent quality distinguishes our
successful copywriter from his medi-
ocre brothers in the craft?

The love of strategy! This it is
that makes him a student of mar-
kets, costs, processes, mediums, dis-
tribution, sales methods, psychology,
analysis, procedure, the whole
modus operandi of "campaignology."

For, lacking an inherent flair for
strategy7, our copywriter may be the
most tireless of humanitarians, the
most undeniable of partisans, and
yet fail to make "first base" in the
keen, swift game of modern mer-
chandising. Obviously I don't mean
that he can write copy and at the
same time achieve specialism in
these other vital and very definite
phases of the advertising business.
I mean that he must at least appre-
ciate and understand the strategies
involved in his vocation. Otherwise
he cannot coordinate his own efforts
with those of plan, art, media, re-
search and similar workers. He re-
mains an individualist, forever out
on a limb; a writer, but by no means
a writer-sa/esma?!.

SO here we have before us a three-
sided copywriter. A lover of his
kind, a lover of life's causes, a lover
of the strategy that enables him to
champion any cause for any of his
kind and "put it over" successfully.
Yet, a little careful thought shows
us that he is not altogether com-
plete, even now. To make him wholly
square, he still lacks — what?

The love of words ! And at that a
good many of the copywriting clan
who chance to read these lines would
have put that quality first.

Love of words is absolutely siar
qua "<>)i to successful copywriting.
Not, I hasten to add, the love of
words solely for their own sake, but
the love of words that enables sane,
clear, commanding ability of ex-
pression. For certainly nothing
short of genuine, out-and-out lovt of
[continued on page 481

August 11, 1926

ADVERTISING AND SELLING

rif Circulation built by mail only-
personal orders secured on basis
of unconditional approval

MANUFACTURING
INDUSTRIES

15 East 26th St., New York, N. Y.

RUTLEDGE BERMINGHAM

Advertising Manager

Publication of
The Ronald Press Company

Member A.B.C.— A.B.P.

ADVERTISING AND SELLING

August 11, 1926

The 8 pi Page

o&fo

'Bodkins

LAST year Wm. D. McJunkin of
Chicago set sail for Europe, and
4m his trip made many interesting
notes which he made into a book upon
his return, and sent F. C. K. a copy.
F. C. K. lent me the book for perusal,
and delightful reading I have found
it. Historically important, too; from
it I learn that we must go back to an-
cient Egypt to discover where "Sid's"
inspiration for the American Magazine
came from :

At Sakkara we found the Tomb of Thi
of the time of Karka of the fifth dynasty,
under whom Thi held high office. Of hum-
ble origin, Thi made his way upward in
the social scale until he had acquired a
princess for a wife, with the rank of prince
for his sons. Though now submerged in
sand, we were informed the walls of this
large tomb carry carvings which tell the
story of his career much as the leading ar-
ticles in the American Magazine serve a
similar purpose for the titans of our time.

Of course, "Sid" may have thought
out the American all by himself, but
he might have spared himself the
trouble of thinking if he had only taken
a Cook's Tour and kept his eyes open.
At that, the Egyptians went him one
better and told their "success" stories
entirely in pictures, thus proving that
the tabloid pictorial dailies aren't so
modern either!

— 8-pt—

"Food for thought here," writes Owen
W. Kelly, sales promotion manager of
Pen-Mar Company, of Baltimore, and
sends this statement from the bulletin
of the Maryland State Dental Associa-
tion: "Advertisers should note that the
mosquito, which does a humming busi-
ness, is not satisfied with one insertion."

—8-pt—

Here is an idea from across the
water (Martins, Ltd., London) which
might be used to advantage by Amer-
ican mail-order houses and retail mer-
chants— a visualized assortment.

A typical

150/-

Bargain- Lol

<• i

11 J S tlurl*,

11 I. Cvr-"--.

44 Urmi. ' W/l

4* U|lt ■>H'>oul-a-*>»iii> ,fi 1

II Jmj» Mm.- i n*.l*OM 'I

II \.<* VMM

mfUfvr

150/-

The Martins Bargain Sale folder is
made up of a score of special bargain
assortments, each one pictured in this
way. The idea is not new, of course,

but I never remember having seen it
worked out quite so well as in this
folder.

There is an elemental appeal in such
a picture. One seems to yearn instinc-
tively to possess this assortment of
"boxes, and to enjoy opening them all
and feeling the pleasure of possession
of so much tobacco wealth !

If I were a sales manager of most
anything, I should rack my brain in
an endeavor to find some way to use
this idea in my business.

—8-pt—

It becomes my pleasant duty, on be-
half of my associates, as well as on my
own account, to welcome into the field
a new publication — The Fourth Estate.
The name mav sound old, for it has
flourished for decades, but the publica-
tion itself is new — refreshingly new.
New ownership and the inception of
new editorial and business staffs have
changed everything but the name.

The field of advertising, particularly
newsnaper advertising, has expanded
greatly within the past few years. It
is a wide-awake field, an aggressive
field, and should welcome such a pub-
lication as The (new) Fourth Estate.
Our contemporary is surely to be con-
gratulated on the excellence of its ini-
tial issue. May it never lose the fresh-
ness with which it has begun what
should be a brilliant career!

—8-pt—

Wanted — $10,000 to Complete Model

of patented commercial flying machine ; no
propellers ; atmospheric pressure lifts ma-
chine vertically ; travel in streets ; will sup-
plant automobiles ; will stand investigation.
G 897 Times Downtown.

When I read this want ad in the
Times I recalled something Charles R.
Flint, "Father of the Trusts," told me
as we sat on the porch of his Long
Island cottage, "Biamilsite," last Sat-
urday night. He said he was talking to
an Irish friend of his recently and the
Celt remarked, "I'm not so interested
in this radio; what I'm interested in is:
what's next?"

i i i haps G 879 Times Downtown is
just a visionary inventor; but who dares
say — after radio?

As Mr. Flint remarked as we drove
luck to New York Sunday afternoon,
"I'm believing a great many things now
thai I never believed before they began
pulling music out of the air!"
—8-pt—

The makers of Mc Kinney Hinges
have done something which strikes me

as decidedly good. Knowing that their
market is among people who are plan-
ning to build, they have brought out a
set of cards which they call "fore-
thought plans." These cards, which
are copyrighted, reproduce the typical
pieces of furniture used in each room
in a house, drawn on a scale of one-
fourth inch to the foot, which is the
scale on which most architectural plans
are drawn. The home-planner can cut
out these little diagrams and lay them
on the blue print plans for his house
and get an idea of just how the rooms
will look furnished. This will help in
the location of base plugs, lighting
fixtures, doors, windows, etc.

The only advertising on these ingeni-
ous and helpful little cards is the state-
ment: McKinney will feel amply re-
paid if, when you visit your builders'
hardware man, you ask to see McKin-
ney Hinges.

Fair enough.

—8-pt—

I nominate Oscar W. Firkins for
Censor-General-of-All- Advertising-Copy
on the strength of a published obser-
vation of his: "The oftener a normal
man says a thing, the more he believes
it; the oftener I say a thing, the less
I believe it."

In the absence of such a censor, it
would help considerably if every writer
of advertising copy would conduct a
thorough-going and relentless semi-
annual housecleaning of his established
beliefs concerning the things he writes
about. Many of them he would find
not to be beliefs at all, but merely
habit-phrases — which have come to
register as lightly with the public as
with him.

Which is a thought to ponder.
— 8-pt—

What, with Studebaker coming out
with "The President," and Congoleum
beginning to name its floor-covering
patterns (and how much more "sell"
there is in Mayflower Pattern than in
pattern No. 476,281-J), and the Penn-
sylvania Railroad naming its freight
trains, it begins to look as though a
number of our enterprising business
nun were reawakening to the value of
psychology in advertising and selling.

August 11, 1926

ADVERTISING AND SELLING

The House Beautiful Offers

Home Owner Appeal, Net!

The House Beautiful confines itself solely to
one subject, the home and its appointments.
The matter of dogs, cattle, real estate, etc., it
omits. To any product, necessity or luxury,
which adds to the beauty and comfort of the
home, it offers a friendly entree at low cost.

<> 0- -0-

Maximum Advertisement Visibility

Each advertisement carried in The House Beau-
tiful faces or adjoins editorial — there are no
buried ads. Twelve times a year your individual
message commands the undivided attention of
80,000 interested readers whose patronage is in-
fluenced by the appeal your product creates.

♦ O <>

A Rising Circulation

In a few years, The House Beautiful has climbed
steadily from a modest circulation of 20,000 to
one of 80,000. Yet you pay for only 70,000
(A. B. C. ) during 1926. You are entitled to
space alongside reading matter, you pay for a
class appeal — you get it in The House Beautiful.

♦ <> <>

Buy on a rising tide. Circulation
rebate-backed, guaranteed. More
facts on request — Write Now!

THE HOUSE BEAUTIFUL

A Member of The Class Group

No. 8 Arlington Street

BOSTON, MASS.

ADVERTISING AND SELLING

August 11, 1926

Reducing Distribution to Its
Simplest Terms

sumers is a study of both distribution
and consumption, correlated.

Transportation cannot be organized
so that goods will flow in precise accord
with the demands of consumption. So
warehouses are required to store them
en route and at their ultimate destina-
tion, where they await the time when
they are required. In essence, the
stock room or the display shelves of
every retail store is a warehouse. To
regulate the flow of goods so that these
warehouses are supplied, according to
the demands of consumption, requires
orderly plan and organized perform-
ance. The supply must be adequate,
but never excessive. It must contem-
plate available reserves. Transport
and intermediate warehousing are es-
sential and inescapable.

SELLING may mean either the direct-
ing or the acceleration of the flow
of goods. Selling is essential and cre-
ative; it must be encouraged. Account-
ing and financing are attendant essen-
tials, for all services must be paid for,
all disbursements covered by the pur-
chase price. We are deeply concerned
with non-essential expenses, which are
also included in the mark-up, which re-
tard the flow of production and distribu-
tion. Duplications, misdirected effort,
shortages and excesses of supply, con-
gestions and delays are not necessary,
for they are avoidable. They can be
mitigated when they cannot be elim-
inated. The clock turns unceasingly,
and money invested in equipment, ma-
terials, facilities and services, demands
its toll inexorably. The more direct
the line, the fewer handlings, the more
continuous service, the fewer transac-
tions, the sooner liquidation is effected.

If we could have an arterial system,
with main arteries leading from the
shipping rooms, tapped at logical points
to feed dependent arms and members,
dividing and subdividing, finally into
capillaries reaching to the ultimate
point of employment where the con-
sumer buys, all animated and con-
trolled by a coordinated nervous sys-
tem, we would attain the ultimate econ-
omy. In the nature of things, we can-
not, but we can reduce inefficiency and
misdirected effort with its toll of losses
and failures, which if known would ap-
pall the most callous. Only a Distri-
bution Census can identify and meas-
ure these functions and specifically de-
fine their operation. How obtain it ?

We have a Census of Population.
It is indispensable; it justifies its cost.
But primarily, it is political. Certain-
ly it accords with political divisions. It
is so aligned and so collated. But have

[CONTINUED FROM PAGE 24]

we anywhere a commercial distribution
of population? Has any ordered effort
been made to allocate populations in
buying areas, even the most primary
and fundamental areas ? Buying areas
shrink or expand, according to the na-
ture of the product, according to the
intensity of the need, according to the
frequency of sale, according to physi-
cal restrictions of bulk, of form, of
weight and of dozens of other attri-
butes. But surely a half dozen for-
mulas would cover the major conditions,
and areas could be defined and described
according to these formulas.

It is relatively simple, with the fa-
cilities and compilations available, for
those having access to them to segre-
gate populations within definite buying
areas. With the areas located, it is
practicable to trace supplies back to
their central sources. The trail can be
followed back even to the point of their
generation. Trace the major move-
ments, and you do much to solve the
most vexing problems of distribution.
With populations allocated and their
consumptive needs estimated by prac-
ticable standards, which can be satis-
factorily set up, it is possible to locate
warehousing points capable of contain-
ing supplies, both current and in re-
serve. It is practicable to define the
requisite facilities needed to maintain
and refresh the supply to organize the
machinery of delivery to obviate the
most serious congestions and the most
serious deficits.

ONE of the marked phenomena in the
readjustments which are taking
place is the effort of retailers to add lines
to help support insupportable burdens,
to multiply revenues and help pay in-
creasing tolls. Usually these additions
are not new channels created to aid the
mass flow, but deflections from one
channel to another. Sometimes the ad-
ditions are handled with intelligent ef-
ficiency. More often they are handled
by ignorant inefficiency. Rarely are or-
derly attempts made to measure the de-
mand of a locality, to weigh existing
facilities for supplying that demand, to
examine the effectiveness of the meth-
ods of handling the demand as preludes
to the opening of new outlets.

Perhaps a striking illustration is
warranted. Here are two postal dis-
tricts in Chicago — one containing 22,736
families, living in houses commanding
the highest scale of rental existing in
Chicago; the other containing 27,238
families, living in houses commanding
the lowest scale of rental existing in
Chicago. In the first district are 139
grocery stores, serving on the aver-

age 163 families; in the second district
are 529 grocery stores, serving on the
average 51 families. In the first district
64 of these stores are chain stores, 75
of them are independent stores; in the
second district 8 of these stores are
chain stores, 521 are independent
stores. Can any reader tell which
stores have been located after consid-
eration of the consumptive capacity
of the district? Can he tell which
stores are successful, which stores are
permanent and which ephemeral ? Can
he tell which can give the better values ?
But does anyone think that salesmen
do not call on these precarious stores;
that jobbers do not supply them ?

A manufacturer last week asked
"What good would it do me to have a
count of the stores in an area selling
my line of goods? Doesn't my sales-
man know whom he can profitably call
on ? Haven't we credit information
and experience to guide us? What
could I do with a count of retailers?"
If this manufacturer had irrefutable
evidence that the number of stores
vastly exceeded the number which the
consumptive capacity could support,
and had recourse to other pertinent
facts as basic, could he direct his ef-
fort more intelligently and conserve en-
ergies and expenditures? Would he
bewail the prevalence of prices cut be-
low cost in an effort to liquidate unin-
telligently bought stocks ? Would he
or his competitors, or the jobbers, on
whom they depend, be serving on cred-
itors' committees to conserve assets, or
be serving writs of replevin, or writing
off delinquencies which could not be re-
covered ? Would there be fewer retail-
ers? Some shrink from the idea of
driving men out of business, or depriv-
ing them of employment. I heartlessly
hold it beneficent to drive anyone out of
unprofitable employment into profitable
unemployment. This is what efficiency
does.

Should there not be a census to
enumerate, identify, rate and allocate
outlets in each buying area? Cannot
even existing census be augmented and
realigned to provide the framework?
Cannot the machinery be employed to
supplement and gradually formulate
such an enumeration ?

THERE exists the present Census of
Manufactures. Cannot it help trace
the flow and movement of goods ? We
have statistical compilations emanat-
ing from the Federal Reserve Board.
Can they not be amplified to aid ? We
have business data collected by the
Treasury Department for tax pur-
poses. Cannot this information be

August 11, 1926

ADVERTISING AND SELLING

Both have access
to the big man

One is his bootblack; the other
his legal adviser. Both "reach"
the man, but there, you will
agree, the comparison ends.

If you wanted to influence
this man you would select the
lawyer to carry your message,
for he is trained in a profession,
talks business, speaks with au-
thority, and has the confidence
of his client.

If you want closer, more inti-
mate contacts with buyers, se-
lect mediums that make that
kind of a contact with their read-
ers. It is not sufficient to merely
"reach" a prospect, any more
than to have any kind of a sales-
man just make a call.

It is what the publication and
the salesman do after they get to
the prospect that counts.

Get the highest type
of contact/

Talk business to the merchant, manufac-
turer, technical or professional man through
his own journals. Entrust your message to
the highly specialized business papers that
speak with authority, that command respect,
that have the entree to the interested atten-
tion of big men.

Such mediums are not incidental things to
be scanned now and then but essential factors
in the biggest things in the lives of the readers
— their businesses and professions. These
papers perform a definite service and exercise
an influence that is all their own regardless of
how their readers may be "reached" other-
wise.

Naturally you will want to use only the
BEST business papers, — papers that are well
edited, ethically conducted, that furnish
A. B. C. circulation statements, that enjoy the
confidence of their fields, and that adhere to
the highest publishing standards in all depart-
ments— that means A. B. P. of course.

The Associated Business Papers, Inc.

Executive Offices : 220 West 42nd Street, New York, N. Y.
A group of qualified publications reaching 56 fields of trade and industry

ADVERTISING AND SELLING

August 11, 1926

f/^*»-s*4-»aff

58&-w«—»5^5

Do not direct it
blindfolded!

WHEN you need direct advertising — and every going con'
cern needs it — use direct advertising as a definite medium.

This medium is not printing. It is not bought, prepared and
circulated as printing. It is, instead, a specific way of apply'
ing the force of advertising, with its own specialized technic,
its own standards and methods, its own limitations.

As such a medium, direct advertising deserves expert study
and care. Its preparation and production call for the service
of an organization that is fitted by experience, ability and
by equipment for its execution and, further, that is -whole'
heartedly enthusiastic about what direct advertising is and
what it can be made to do.

Evans-Winter-Hebb inc. Detroit

8 12 Hancock Avenue West

The business of the Evan;. Winter- Hebb organization is the execution of direct advertising as a definite m<y
dium, for the preparation and production of which it has within itself hot li personnel and complete facilities:
Marketing Analysis ■ Plan • Copy • Art • Engraving • Letterpress and Offset Printing • Binding • Mailing

adapted to organize road maps of dis-
tribution movements? We have the
licensing function, employed in Penn-
sylvania and some other States. Are
they not available for the preparation
of commercial tide tables? We have
registration, as of automobiles. It is
available and has proved of incalcula-
ble value in developing and guiding
distribution of automobiles and of au-
tomotive products and accessories. It
is doubtful if the automotive industry
could have reached half its present
volume without registration figures.
All these facilities exist, and doubtless
many more. If collected, collated, co-
ordinated and organized would the cre-
ation of a distribution census seem chi-
merical ?

JHAVE no intention of defining the
way to organize or adapt them. I
have disclaimed any knowledge which
qualifies me to suggest ways and means.
There are others who have the knowl-
edge, whose lives have been given to
the collection, collation and interpreta-
tion of data. It is incredible that they
will not know the way. I am interested
only in arousing a realization of the
need and the obvious advantage of a
Census of Distribution and to impel
those qualified to seek it, to find the
means.

I want to refer in passing to a tre-
mendous influence which is reshaping
distribution. This is the influence of
new transit facilities which tap areas
formerly inaccessible and which make
available markets formerly unattain-
able. They promise to transform the
commercial fabric of the country com-
pletely. Recall the transformation ef-
fected by Mr. Ford when he introduced
the traveling line of assembly. He
carried the work to the men instead of
carrying the men to the work, and so
permitted fabrication to proceed along
a progressive, accelerated line. In part,
at least, the vast expansion of the Ford
industry is due to transforming this
function and making it mobile. Now
populations are mobile. They can be
carried and want to be carried to the
markets. They want the opportunity of
selection, of comparing values. It is
no longer necessary to carry goods to
static populations. The populations
come to the market. What will be the
effect of the expansion and extension
of this facility? More bus lines and
more bus lines are being organized
and operated and are supplementing
the amazing distribution of private au-
tomobiles. They are diverting the flow
of traffic. Steel rails no longer are
essential to direct and confine traffic.
Who can say where they will lead or
how far they will extend ?

I want to cite two instances of mo-
bility. A month or so ago a statement
was published by the Interborough
Rapid Transit Company of New York.
It said that 190 million people em-
barked and disembarked at their six
stations on Forty-second Street, Man-
hattan, during the last calendar year.
1 his means that the equivalent of the

August 11, 1926

ADVERTISING AND SELLING

It^t Tj This advertisement is one of a series a/>-TI
iN«D» pearing as a full page in The Enquirer. If

g ...i

Mr* Cincinnati Baseball Fan

Dyed in the wool

YOU can find him in his accus-
tomed place in the grand-stand
any day the Reds are in town. Watch
him — you'll see the whole game mir-
rored in his face and actions. One
minute he is laughing, good-naturedly
bantering umpires and opposing team.
The next minute, tight-lipped, intent,
he awaits the hit that may decide the
game.

For Mr. Cincinnati Baseball Fan
takes his favorite pastime seriously. If
the Reds are winning, he wears an ear-
to-ear smile; if they're losing, his face
is a study in gloom. Yet he never
gives up — he's a "dyed-in-the-wool"
fan. His is the spirit that makes
champions.

Who is Mr. Cincinnati Baseball
Fan? He is legion. Last year, 500,000
of him passed through the turnstiles

I. A. KLEIN
New York Chicago

at Redland Field, and at least that
many more saw semi-pro and amateur
games. In a single day, he paid nearly
$30,000 to watch his favorites play.

Such a man as Mr. Baseball Fan is
naturally an ideal prospect for any
merchant selling to men. He has
money, and he spends it. It only re-
mains to sell him on your wares.
Here's a tip on how to do it:

Watch Mr. Baseball Fan any morn-
ing, at his breakfast table, on the street
car, at his desk. What paper is he
scanning? The Enquirer, of course!
Reading its sport pages is a ritual with
him. . . . And the moral to be drawn
from these facts, Mr. Advertiser, is
obvious. If you would reach Mr. Cin-
cinnati Baseball Fan, talk to him in
the paper he reads every morning —
The Enquirer!

A fair-sized city
at a single game!

In 1925, 31,888 people paid
nearly $30,000 to see a single
contest in Redland Field.
During the season, 500,000
persons, or approximately the
population of Greater Cincin-
nati, saw the Reds play on
the home lot.

THE CINCINNATI

"Goes to the home.

R. J. BIDWELL CO.

San Francisco Los Angeles

ENQUIRER

stays in the home"

ADVERTISING AND SELLING

August 11, 1926

seeds

WHEREVER the water runs you
find — life. But in the water you
also find death — sudden, unwarned, dev-
astating. Yet, despite such continuous
destruction as would immediately de-
populate the world — the water teems
with life.

"Why spend trouble and money on
an advertisement that lives only a few
short moments?"

The end of all life is death. But life,
and business, can be perpetuated and
increased — if the seeds of tomorrow
exceed the destruction of today.

Give advertising, the seed of your
future, every chance to offset the de-
struction of forgetfulness. Give it every

aid, in typography, in illustration,
in photo engraving.

Gatchel & Manning, Inc.

C. A. Stinson, President

'Photo Sngravers

West Washington Square <~-» 2jo South Jth St.

PHILADELPHIA

entire population of the United States
passed through Forty-second Street,
Manhattan, twice every thirteen
months. The other statement is that
110,000 people entered and left the
Equitable Building, 120 Broadway, New
York, in the course of every business
day. If we consider each person rep-
resents a family, this means that the
wage earners of a city as large as Buf-
falo assembled each business day on
that quarter acre of ground. Isn't this
mobility a force that should be meas-
ured and harnessed?

What Makes the
Copywriter?

[CONTINUED FROM PAGE 40]

words will lead the smartest of "nat-
ural writers" to undergo that pro-
longed and not unpainful apprentice-
ship to style, form and the technique
of the art which alone marks the fum-
bling blunderer from the cleanly mas-
ter of the tools of language.

After all, isn't this logical? Isn't it
the secret behind the genius-theory of
infinite pains that wrings stellar ca-
pacity from inert dictionary symbols?
We call Stevenson a consummate styl-
ist: we forget his habit of rewriting
three to seven or more times. We doff
hats to Gray's "Elegy"— and rightly.
Yet into its final flawlessness went
seven years of brooding refinement. I
remember seeing several rejected
stanzas of the "Elegy" that I never
would have had the heart to omit, but
some dictum of the author's own inner
mentor had willed their erasure, and
they went.

Behold, then, our successful copy-
writer. First, a lover of his fellow
men, eternally curious about their
thoughts, words, needs and deeds, but
never unsympathetically so. Second, a
strong partisan of their causes — no
Mark Sabre neutral, but actively en-
thusiastic for the idea, the service or
the merchandise that has comman-
deered his pen. (Not, however, as
Irvin S. Cobb caustically and sarcasti-
cally implied in his first "page-ad" for
Sweet Caporal, a "hired hand . . .
for so much a word" to any project
that conies along!)

Third, an adventurer in strategics,
a student of the subtle art of getting
things from maker to market by the
route least devious and least costly.
And fourth, but not least, a ceaseless
manipulator and arranger of the shin-
ing units of language until, under his
practised and loving touch, they be-
come vivid, vigorous and invincible
communicators of feeling and purvey-
ors of fact.

Let him, however, lack any one of
these four fundamental loves, and he
may work at the copy trade for a life-
time without ever sitting above the
salt among those masters who mer-
chandise by writing.

August 11, 1926

ADVERTISING AND SELLING

Oklahoma shines

5 above all other
jf states in farm.
pH buying
gf ' | power !

Brookmlre Economic Service puts
Oklahoma fanners at top In Prosperity!

KLAHOMA leads the whole country in prospects for farm
purchasing power, according to the latest report of the BrooL-
mire Economic Service. A gain of many millions in rural cash is
predicted for Oklahoma ! These figures from the Brookmire report
tell the reason why: Oklahoma's wheat production shows an in-
crease of 135 per cent over that of last year — the corn crop in-
dicates an increase of 110 per cent. — Oats is 40 per cent better —
and the condition of cotton indicates a production equal to that of
last year's bumper crop.

In Oklahoma the increase in buying power of farm-produced dol-
lars will be greater in the next twelve months than in any other
state. To get volume sales in the prosperous Oklahoma market you
must get farm sales . . . and that is possible only through
advertising in Oklahoma's one farm paper, the Oklahoma Farmer-
Stockman !

Tar^ible Evidence
of Farm Prosperity !

Oklahoma's estimated Income from farm prod-
ucts during (926 is set at $345, 000,000 by the
Brookmire Economic Service. This is a big
increase over the good income of $3 1 1,000,000
In 1925.

Oklahoma, according to the United States Dept.
of Agriculture, has produced a record-breaking
wheat crop this year. The estimated produc-
tion is 69.531,000 bushels.

The Internal Revenue Collector's office an-
nounces that Oklahoma's gain In income tax
collections for the year ending June 30 was
greater than that of all other states except
Florida.

P^OMahoma City^**

Ralph Miller
CLdv. Mgr

NEW YORK

E. KATZ SPECIAL ADVERTISING AGENCY

CHICAGO DETROIT KANSAS CITY ATLANTA

SAN FRANCISCO

ADVERTISING AND SELLING

August II, 1926

Circulation 11,000

Goes to

buyers of

Ready-to-Wear

ONLY!

Advertising of

Women's, Misses' and Chil-
dren's Ready-to-Wear Ap-
parel in NUGENTS
reaches buyers and sells
goods.

NO
WASTE

CIRCULATION

Published by

THE ALLEN BUSINESS PAPERS, inc.

1225 Broadway. New York
Lackawanna 9150

Undeveloped Radio
Markets

[CONTINUED FROM PAGE 32]

also twenty phonographs), while a re-
visiting of the same restaurants in late
June scheduled four less phonographs
but an increase of radios to thirty-two.
(In these restaurant visits the inter-
viewers were kept away from hotel res-
taurants and those with orchestras.
They were also told to omit "spike-
ups" and similar unimportant eating
places and to call only on branches of
recognized chains.) Radio has been
particularly popular in the employees'
dining rooms and cafeterias, many of
which encourage noon-hour dancing for
their help.

WITH perhaps too much detail, this
illustration should indicate one of
the uncultivated markets for radio. Ob-
jection there will be, particularly from
the barber shops, due to their fear that
radio will attract loafers who, being
seen from the outside, will give the ap-
pearance of crowded chairs and hence
lead patrons to pass on with the
thought that waiting would be too
long; or from a certain type of res-
taurant which finds radio "too popu-
lar" in that dry-agent "spotters" find
it an easy cover for lingering about
the tables.

When, however, one recalls the stu-
pid hours of waiting a "turn" in a
barber shop, a public waiting room, a
professional ante-room, the lobby of
buyers' offices at a modern department
store, a clinic, or the visitors' hall of
any manufacturing plant, there arises
a vision of radio selling. Add to that
market the unnumbered smaller hotels
and public restaurants with all their
ridiculous efforts to entertain patrons
by employment of amateur (and local)
orchestras or violinists or singers.
Jazz, at its worst, is preferable to much
that is perpetrated upon unoffending
restaurant customers.

The salesman of radio can offer en-
tertainment for a tiny fraction of the
cost of amateur "artists," as has been
abundantly proved by those who have
tried to interest proprietors of such
places. Following the same line of
market development, the radio dealer
should find a promising world of pros-
pects in summer boarding houses and
resorts generally, which have, most cu-
riously, been neglected by radio deal-
ers along with other "summer" mar-
kets.

Viewed in a broad way, the selling
of radio up to the present time has
been a "bonanza" type of undertaking.
Radio sets have been displayed by
dealers, to be sold to such as came for
..them. Radio selling has lacked the ag-
gressive methods which created mar-
kets for vacuum cleaners and washing

machines, cash registers and adding
machines. Imagination, in particular,
has been lacking in radio selling. The
result has been that radio, today, has
been sold to only the most obvious
markets with barely a denting on the
greater outlets that will be developed.
As further illustration, consider the
portable radio sets. Such portables
as have been manufactured have
scarcely justified their peculiar char-
acter. They have been merchandised
through the same outlets as other sets,
displayed side by side with them, and
have been too often at the mercy of
floor salesmen who appreciate to the
full the defects of the portables with-
out at all sensing their unique fitness
for certain patrons. Portables, conse-
quently, have been sold in competition
with all other types, whereas they
should have one section of the market
entirely to themselves.

Portables, therefore, have enjoyed
"spotty" distribution. A stationery
story or an obscure electrical dealer,
who visions the opportunity, will build
up a surprising volume in the com-
munity solely because his imagination
has pictured the type of customer to
whom the portable appeals as no other
type ever can.

"Four buildings are the limit of my
radio market," relates a dealer who
has sold some 200 portables in two sea-
sons. He named them. "Every one
is a hotel right near my store. They're
not commercial hotels, but the kind
that have permanent guests. You know
the kind; old ladies and old men liv-
ing alone because they've been left
alone, and rich couples that haven't
any children but have a lot of dough.
One winter they live in Hotel A., the
next in Hotel B., and every summer
they go to Lake Mohonk or Muskokaj
Everything they own will pack into
two wardrobe trunks and a couple of
suitcases. The only radio they'll think
of buying is one that'll pack easy and
be ready to set up without sending for
a mechanic."

IMAGINATION? Possibly, but it
savors more of a hard, common sense
applied to radio selling. Hardly a cits
or town exists, however, whose hotels
and boarding houses do not offer po-
tential radio buyers of this sort, and
this statement will apply with equal
truth to the Plaza in New York and
to the Central Hotel of Villagetown.
Has the reader ever ridden in an
automobile equipped with a radio.
The batteries are already at hand; the
aerial is simply installed beneath the
top. Difficulties of reception are mani-
fest. Complete satisfaction is probably

August 11, 1926

ADVERTISING AND SELLING

not possible. Yet there is a distinct
merchandising opening, not enormous,
but considerable, for radio sets so con-
structed as to meet the conditions of
automobile operation.

The California department of mo-
tor vehicles has recently begun to use
"road service cars" for highway super-
vision, for examination of applicants
for driving licenses, for headlight in-
spections, for control of truckmen's
overloading, etc. Inasmuch as these
service cars will be subject to uncer-
tain movement, the problem of keep-
ing them constantly in touch with Sac-
ramento is being solved by equipping
each with a radio receiving set. Thus
instructions will be issued and a method
of highway patrol will be built up sim-
ilar to a police telephone system.

Such a use may be a fad. Even thus,
it offers a market to the dealer. It
is conceivable that automobile radios
might become wonderfully popular for
evening drives, for tourists, for busi-
ness men as they motor to a country
club for golf, for everyone interested
in baseball or football scores, and the
like. That manufacturer who perfects
a receiving set to give reasonable sat-
isfaction to automobile users will cer-
tainly open up for radio one of its
undeveloped markets.

Something Has Hap-
pened Since 1920

[CONTINUED FROM PAGE 20]

family now to engage its leisure atten-
tions?

Instead of nine morning newspapers
it has twelve, an increase of twenty-
seven per cent.

Instead of sixteen evening newspa-
pers it has twenty, an increase of
twenty-three per cent.

Instead of fifteen Sunday newspa-
pers it has twenty-three, an increase of
fifty-three per cent.

Instead of 64 magazines each month
it has 107, an increase of sixty-seven
per cent.

Where no radio at all existed before,
there are now at least five sets draw-
ing entertainment from the air for our
happy family.

And where our little community took
turns with seven automobiles before,
they now have seventeen motor cars,
an increase of 240 per cent, enough to
take them all at one time out upon the
highways if they wish to go.

But the number of magazines and
newspapers going to that slightly in-
creased group is not the only quantity
that has increased. The volume of ad-
vertising carried by the thirty-two
magazines alone has increased 63 per
cent.

Back in those days I spoke of first,
that now seem so dimly distant be-
cause they were so different, an adver-
tiser could sit by the fire with his
reader and visit with him as with an
attentive friend.

Back in those fast receding days of

instead of
scrambling for
position in
crowded dailies,
national

advertisers using
small space often
can get better
breaks in Sunday

newspapers —
there are three
Sundays in Detroit,
the Times is
not least important
— circulation
over 300,000.

ADVERTISING AND SELLING

August 11, 1926

BRITISH ADVERTISING'S GREATEST

REFERENCE WORK

l^OOQ QUERHES CON-

CEEMIMG BRITISH
ADVERTISING AM-

»WEEED> m OME BIG

November 30th, 1925, was the date of
publication of the first Great Reference
Work covering every branch of British
Advertising— the BRITISH ADVER-
TISER'S ANNUAL AND CONVEN-
TION YEAR BOOK 1925-26.

This volume gives for the first time informa-
tion and data needed by all advertising inter-
ests concerning British advertising, British
markets and British Empire Trade. You can
turn to its pages with your thousand and one
advertising questions concerning any phase of
British advertising, media and methods — and
know that you will find accurate and up-to-date
answers.

You will see from the brief outline of con-
tents adjoining, that this ANNUAL is really
four books in one. It contains: a Series of Directories and complete Reference Data cov-
ering every section of British advertising — a Market Survey and Research Tables — a com-
plete Advertising Textbook covering the latest developments in British advertising — and
the Official and Full Report of the First All-British Advertising Convention held this year
at Harrogate.

The 12 Directory Sections and
the many pages of Market Data
and Research Tables will alone
be worth many times the cost of
the book to those American Ad-
vertising Agents, international
advertisers, newspapers and
magazines, who are interested in
advertising in Great Britain, in
British and Colonial markets, or
in securing advertising from
Great Britain.

For instance, here are given the
1,100 leading newspapers, maga-
zines and periodicals in Great
Britain and the Empire — with
not only their addresses and the
names of their advertising man-
agers, but with a complete sched-
ule of all advertising rates, page
and column sizes, publishing and
closing dates, circulation, etc.
Nothing so complete, comprehen-
sive and exhaustive as this has
ever before been produced in any
country. In the Market Survey
Section likewise there are thou-
sands of facts, figures and sta-
tistics given in the various
Tables and Analyses.

The working toils of any American
ailvcrtlalnc man who Is in any way
Interested In British markets or In
British advertising cannot be com-
plete without this great work of ref-
erence. It ansuora any one of 100,-
000 Bpeclfto advertising queries at a
moment's notice ; (t gives to adver-
tisers and advertising men a book of
service that they can use and profit
by every day of the year. Nearly
500 pages — 58 separate features —
more than 3,fl00 entries In the direc-
tory section alone, each entry contain-
ing between 5 and 25 facts — 1,700
in II vilual piece* of market data — full
reports of nil events and official reso-
lutions and addresses at the Merrogate
Convention—ami finally, altogether
100 articles and papers, each by a
recognized advertising and polling ex-
pert, giving a complete picture of
British advertising methods, mrdhi
and men up to the minute. A year's
labour on the part of n staff of able
editors — the result of more than 14.-
000 separate and individually pre-
pared questionnaires — the combined
efforts of a scoro of crperta — the help
-if n ..re than 8,00(1 idmtliliki men
In collecting tho data— all these have
brought together in this volume every
Item of Information you can need

And withal, the price of this work
Is a mere trlflo compared with its
utility value. To secure the volume
by return, postpaid, ready for your
Immediate use, you need merely fill
In the coupon alongside, attach your
cheque or money order for 14 00 and
the British Advertiser's Annual and
Convention Year Hook 1925-26, will
be In your bands by return.

CONTENTS— In Brief

Nearly 500 pages, large size,
crammed with data, facts, ideas.

First. A Complete Advertising Text-Book on the

Advertising Developments of the Year; Methods,
Media, Men, Events. 22 chapters, 25,000 words
— a complete Business Book in itself.
Second1.— Market Survey and Data and Research
Tables — as complete a presentation as has yet
been given in Great Britain of how to analyse
your market, how to conduct research, how to
find the facts you want, how and where to
launch your campaign and push your goods —
together with actual detailed facts and statistics
on markets, districts, population, occupation,
etc., etc.

Third.— The Ofllrial, Full and Authoritative Report
of the First All-British Advertising Convention
at Harrogate. Another complete book in itself —
60.000 words, 76 Addresses and Papers — consti-
tuting the most elaborate survey of the best and
latest advertising methods, selling plans and
policies, and distribution schemes, ever issued in
this country, touching on every phase of pub-
licity and selling work.

Fourth.— A Complete List and Data-Reference and
Series of Directories, covering every section of
British Advertising: Fourteen Sections, 5,600
Separate Entries with all relevant facts about
each, more than 250,000 words, embracing dis-
tinct Sections with complete Lists and Data on
British Publications, Advertising Agents. Over-
seas Publications, Overseas Agents, Billposters,
Outdoor Publicity. Bus, Van, Tram and Rail-
way Advertising, Signs, Window Dressing, Dis-
play-Publicity, Novelty Advertising, Aerial Pub-
licity, Containers, Commercial Art, Postal Pub-
licity Printing, Engraving, Catalogue and
Fancy Papers, etc.. and a complete Section on
British Advertising Clubs.

Really Four Works in One — A
Hundred Thousand Facts — The
All-in Advertising Compendium.

Sign this Coupon and Post it To-day —

To The Publishers of British Advertiser's Annual

and Convention Year Book, 1925-26,
Bangor House. 66 & 67 Shoe Lane,
London, E. C. 4

I'louse send mo one copy of tho "BRITISH ADVER-
TISER'S ANNUAL AND CONVENTION YEAH
HOOK 1925-26" postpaid by return. I enclose here-
with $4.00 In full payment.

Samr

1919 and 1920, an advertiser could be
fairly certain that if he were even a
fair conversationalist he could win the
attention and hold the interest of his
reader for a time.

Today each precious hour is making-
new claims for the attention of those
we would have listen. Today to be dull
is fatal. Today you have a keener, a
busier, a more critical, a more impa-
tient reader to deal with. He sees
more newspapers, he buys more maga-
zines, but if you would talk to him
through their pages, convince him, di-
rectly or indirectly sell him merchan-
dise or service, you simply must be as
"newsy" as the news, as interesting as
fiction or feature, as attractive as the
most tempting page.

Advertising had found a form in
1920? So did clothes have style in
1920, but today that style is obsolete.
Just as surely as advertising is a vital
business force — and it is — just so
surely must advertising be molded and
remolded, cast and recast for its part.

FAR be it from me to speak as a
prophet. I speak only as an ob-
server. In my humble judgment, some
of the most significant developments in
all advertising are taking place right
now in New York City. The new Macy
retail advertising is the most striking
recognition ever given to advertising
as news. The Macy News Ad pages
establish a new form for copy, a full
recognition of the fact that people
buy newspapers to read the news, that
tomorrow's department store offerings
are vital news to the store's customers
and should be treated as such. The
Macy illustrated advertisement of July
1st was another pioneering move in
retail copy, establishing new form for
the presentation of merchandise. It
was a page artistically attractive, full
of live topical interest; a page as dif-
ferent from stereotyped store advertis-
ing as — well, as 1926 is from 1920.

Several leading magazine advertisers
have struck out with an entirely new
copy appeal, giving to long established
products a new and vigorous vitality
by making them more interesting than
we ever dreamed they could be. Postum
is doing it, Ivory Soap is doing it, Gold
Medal is doing it, Jordan is doing it —
producing copy so attractive, so inter-
esting, so informative, that it achieves
a purpose as constructive as the best
edited department of the publication.

There are advertisers today, plenty
of them, who are getting wonderful
results from their advertising, but they
are not doing the obvious. They know
that advertising cannot remain un-
changed when all around it is ever con-
tinuing to change. They know that in six
short years we have spun through ages
of progress. Maybe you are an adver-
tiser who is wondering why the same
lists, the same copy, the same space,
the same methods, that you used in
1920 will not work today. And it may
be you do not realize that while you
have slept the world has turned ov«r.
You are now on your back.

JtU.1926 ADVERTISING AND SELLING 53

Space Buyers Read

Trade Paper Advertising

A vast amount of direct-by-mail advertising from publishers
could be eliminated to the relief of agencies and advertisers
and to the profit of publishers.

Much of it the buyers would prefer to read in publishers'
advertisements in the trade papers. It saves time.

Without disparaging direct-by-mail advertising, the truth
is that much of it clutters up a space buyer's desk and is
actually a nuisance.

It is equally true that much of the copy in publishers' adver-
tising whether direct-by-mail or in trade papers is not worth
a space buyer's attention.

Space buyers with agencies and advertisers read publishers'
advertising when intelligently planned and executed. Some
material is more effective if mailed, read and filed for ref-
erence. Some is better in a combination of mail and trade
paper. Other campaigns might better be confined to trade
papers alone.

Publishers should buy advertising as they sell it. Don't buy
just one advertisement or two, but a planned campaign.
And figure on keeping it going year after year — not on the
identical scale, necessarily — but decide that you will adver-
tise over a period of years.

Then fill your space with facts your prospects can use.
When you come to a period — stop.

E. Katz Special Advertising Agency

Established 1888

Publishers' Representatives

Detroit New York Kansas City

Atlanta Chicago San Francisco

ADVERTISING AND SELLING

August h J9261,

ADVERTISING AND
SELLING EXPERIENCE

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in advertising, or selling, or any branch of
marketing, don't be without the good this set
can bring you.

S. Roland Hall's

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Advertising and Selling

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■■7 ... ... \ r ■ i ' -■■

What Industrial Adver-
tising Has Taught Us

[CONTINUED FROM PAGE 22]

ization and its product, as well as estab-
lishing confidence in its policy. It must
gain and hold prestige and patronage.
It must be, as much as possible, a con-
crete force depending upon certain prin-
ciples, which, though different in de-
tail, are fundamentally the same.

Such principles must produce definite
results, or they are being misinter-
preted, or misapplied.

Obtaining the affirmative reply, or
"provoking the response," is the goal,
the measure of the appeal's success or
failure. No appeal, no matter how
finely drawn up, is effective if the
reader's reaction does not go beyond
the appeal itself, therefore "provoking
the response" will depend essentially
upon the knowledge of the power of
suggestion — of the reactions of the
human mind.

THE appeal addressed directly to
the life of feeling, impulse and in-
stinct, is the most powerful in most
cases.

Judicious advertising must attain to
markets otherwise unattainable — must
be an incentive to improvement in qual-
ity— must work while you sleep and
play — must be educational in its broad-
est sense — must stabilize the earning
power of the corporation — must in-
crease the units in the channels of dis-
tribution— must be business insurance.

Experience teaches that in starting
an advertising campaign, or after it has
been in operation for a long time, con-
stant attention must be devoted to the
channels of distribution. No national
advertising campaign should be started
unless there is a distributor in every
city and town of any consequence,
ready to fill the demand once it is cre-
ated, and the only exception to this rule
is when such advertising has for its
purpose the definite idea of building up
distribution. Even then there is grave
danger that the real purpose will not
be carried to its utmost power when
results begin to take effect in the local-
ities where there is proper distribution.

The public is becoming more and
more interested in how a thing is pro-
duced, under what conditions and sur-
roundings, so that they may better
judge its intrinsic quality.

The policy of a company toward those
in its employ may be made a deciding
factor in the choice of its products.

Advertising is an insurance for the
health, happiness and bread winning
power of the millions concerned in in-
dustrial enterprise.

Anything that will produce in the
mind and heart of an employee a pride
in his craft makes a better employee,

and tends toward more economical pro-
duction, the elimination of waste and
the lowering of cost. Therefore, when
one of their number is made the sub-
ject of an advertisement, given a place
of honor and of recognition, the effect
upon the rest is marked.

Few have recognized the value of ad-
vertising as a means for reducing
costs in the plant, but it has this power,
and the advertising manager who over-
looks it, who does not see to it that
every advertisement is placed conspicu-
ously in some part of the plant where
the men can see it, is not on the job —
is not 100 per cent efficient.

While advertising can be used ef-
fectively to develop the esprit de corps
of the employee of a corporation and
to arouse the interest of the stockhold-
ers and put them to work, it can also
be made the means of overcoming labor
shortage and of attracting new stock-
holders. It is human nature not only
to admire, but to have a desire to be
associated with success. All advertis-
ing copy that is producing results
should be making its company a suc-
cess, and should, therefore, breathe or
carry with it a successful atmosphere.
It should present the human side of the
corporation, because, regardless of the
criticisms of those who do not know,
corporations in this day and age have
a very human side and are, to the best
of their ability, constantly endeavoring
to work out the best possible conditions
for their employees. And if the adver-
tising is properly drafted it will not
overlook this important part of its or-
ganization's effort. It can be made a
potent factor in creating in the minds
of those who work a desire to be af-
filiated with the corporation.

WHILE emphasis has been given to
these phases of advertising, they
are, of course, subordinate to its main
objective — the drive to hold old custom-
ers and to create new ones. One way in
which this has been accomplished suc-
cessfully is through that kind of adver-
tising which has as its objective t he
customer's customer.

Good will is an elusive term. It has
been defined as the favor or advantage
in the way of trade which a business
has acquired above and beyond the mere
value of what it sells. It may also be
applied to any other circumstances in-
cidental to stabilizing business and
tending to make it permanent. It is
subject to all the whims and inexplica-
ble changes of the average mind. It
may be lost by words, acts and deeds of
omission, as well as commission.

The protection of good will once es-

ADVERTISING AND SELLING

Why we like
the Advertising Business

"TT7HO cares . . . outside
* * of a few advertising
men ?" asked some persons
when this headline was writ-
ten and the subject matter of
this advertisement discussed.

And the liking of our staff
for its daily occupation seems,
at first, of interest to only a
few. But when this liking pro-
duces an enthusiasm that finds
expression in improved work
— in better copy and more at-
tractive art — the circle of
interest widens.

A canvass of our organiza-
tions brings to light that:

Probably the most interest-
ing life is the one that touches
all other forms of life at the
greatest number of points.

In advertising we have al-
most as much drama as can be
found in the theatre, almost
as much art and contact with
artists as the Latin quarter

affords. There is as large an
interest in writing and writers
as is popularly supposed to
prevail around the luncheon
tables of the Hotel Algonquin.
And we talk and think in fig-
ures as large as those daily
considered by the average
banking house.

There is, in the work of ad-
vertising, all the immensity
that comes from a national
business. There is all of the
concentrated intensity that
comes from watching a single
retail sale.

Broadly, through vast cir-
culations, we deal with the
whole people. Napoleon's com-
mands were carried to fewer.
Socrates could not address a
fraction of their number.

Intimately, through meet-
ing with our clients, we asso-
ciate with a high type of in-
dividual. We rub elbows with

many sides of one organiza-
tion. From the president and
advertising manager down to
the newly arrived foreigner at
the machine lathe, we are made
to see their organization as a
whole.

Few other businesses offer
such breadth and scope for
imaginations to rove or for
energies to explore. Here is
ample opportunity for the self-
expression which is one of the
elemental forms of happiness.

Advertising seems to us to
contain all of the major ele-
men ts of interest that are found
in other forms of human activ-
ity— with the possible excep-
tion of war, the saving of
souls, and the setting of
broken bones.

GEORGE BATTEN COMPANY, Inc.
^Advertising

GEORGE BATTEN COMPANY, Inc. * new york * Chicago * boston /

ADVERTISING AND SELLING

August 11, 1926

The Architectural Record-6,635

The second journal - 5,14/

The third journal - 4 ,660

The fourth journal - - - 4,513

The fifth 'journal 4,186

The figures given above denote architect and engineer sub-
scribers, and show that the RECORD has 28% more than
its nearest competitor, 42% more than the third journal,
47% more than the fourth and 58% more than the fifth.

On request — latest A. B.C. Auditor's Report — new
enlarged and revised edition of "Selling the Archi-
tect" booklet — latest statistics on building activity
— and data on the circulation and service of The
Architectural Record, zoith sample copy.

(Net Paid 6 months ending December, 1925—11,537)

The Architectural Record

119 West Fortieth Street, New York, N. Y.

Member A. B. C.

Member A. B. P., Inc.

^EXPOSITOR

THE EXPOSITOR

The Ministers' Trade Journal since 1899.

SPECIAL MUSIC
NUMBER

Forms Close September 5.

Mailed September 15.

Rate #75.00 a page

20,000 interested subscribers

Three times the advertising carried by the
nearest similar publication. "Un-

doubtedly the outstanding religious
publication. Expositor returns greater
than all others combined."

THE EXPOSITOR

710 Caxton Building, Cleveland, Ohio
156 Fifth Avenue, New York City
37 South Wabash Avenue, Chicago, Illinois

Can This Be Your New Field ?

Pipe Organs, Reed Organs, Organ Blowers, Pianos, Radios,
Song Books Choir Equipment, Band and Orchestra Instru-
ments are finding Larger Sale Than Ever in the Church Field.

__^_^_^__^____— The ONLY advertising medium

which is restricted in circulation to
the buyers of the field is

tablished involves a knowledge of, and
the correct use of trade marks and
trade names, and the distinction the
law places on a trade mark and a trade
name. This distinction is best epi-
tomized by the Supreme Court of Kan-
sas, which held that a trade mark re-
lates chiefly to the thing sold; a trade
name involves the individuality of the
maker, both for protection in trade and
to avoid confusion in business. It also
involves legal interpretation of regis-
tration matters, and constant vigilance
to prevent others incroaching upon the
name.

A study of the most successful ad-
vertising campaigns that have been car-
ried out in this country reveals clearly
one fundamental principle well known
but often overlooked in the presenta-
tion of the advertisement — all success-
ful advertisements should combine the
name, the product and the indorsement.
I would place special emphasis on the
indorsement. You may be worth a mil-
lion dollars, but if you enter a bank
where you are not known, you cannot
cash a check for a thousand dollars.
So no matter how good the product may
be, how well the advertisement is de-
signed, it should contain the indorse-
ment, the word of commendation of
those who know it, those who are well
known throughout the field in which
the advertisement appears.

It is of equal importance to show a
reproduction of the product. The asso-
ciation of ideas in the human mind is
used in the most scientific memory
courses. The eye transmits impres-
sions to the brain. The purpose of ad-
vertising is to place an indelible im-
print on the brain and assure its reten-
tion. Therefore, to accomplish such
results, the name, the product and the
indorsement should always appear to-
gether. I have, therefore, termed these
three essentials the trinity of advertis-
ing.

The Water Tower

[CONTINUED FROM PAGE 28]

ing, as successful advertisers invar-
iably agree, and somewhere there is
a fine line of demarcation where good
copy ceases to be good advertising
copy. To any heated discussion on
such a subject, Aquazone might lend
considerable weight as a valuable
example. It is surprising how well
known the column is, and how often
quoted, even by persons of that type
which boasts that they "Never read
the ads." And it is also surprising
and particularly illuminating how
frequently persons of this same type
— not to speak of people in general
— have adopted Aquazone as "that
other ingredient of a highball."

Too much "cleverness is a dangerous
thing; too little is often ineffectual.
Aquazone, it would seem, has found
and stuck to the happy middle
course.

■st .^t 11, 1926 ADVERTISING AND SELLING 57

""" ' • " ■

ADVERTISING ON THE PART-TIME BASIS

Perhaps the reason why many advertisers fail to get the maximum of
enthusiasm and constructive help out of their advertising counsel lies in
the fact that they look upon the agency as something that is supposed to
perform only when it is called on. The rest of the time it is not encour-
aged to speak unless spoken to.

This is bad for the agency. It is doubly bad for the advertiser. The
oest and most enduring advertising relations occur where there is an inti-
mate relationship between client and agent— a daily give-and-take of advice,
information, suggestion, and stimulus. Under these conditions the client
welcomes initiative on the part of the agency, imposes initiative upon the
agency as a business opportunity.

And when you examine the successes of good agencies you find invari-
ably that they were permitted, even expected, to function all the time, all
along the line, and that they rose to the opportunity.

CALKINS O HOLDEN, inc. 2.47 park avenue, new york city

ADVERTISING AND SELLING

AuPM — -.<>■> J

PLANNED
ADVERTISING

Krg. 1. S. Put. Off.

Hire us
for three
months only

A t the end of that time, we
** will go or stay, on the basis
of results shown.

Mam- a successful man can
look back to the difficult and ad-
venturous time when he got his
first chance, his first real start,
on such a basis.

In our sixteen years of exper-
ience, we have found no better
way of starting relations with ad-
vertisers than this old method of
"Hire us for three months only."

What we do in those
three months

In those three months, for a
nominal fee, agreed upon in ad-
vance, we build you a Marketing
and Advertising Plan. This is
quite different from submitting
ideas in advance, on speculation.
For a period of three months you
have from six to twelve of our
trained men working on the
problems which are peculiar to
your own company and product.
This gives you an outside
viewpoint. It gives you varied
and specialized experience. It
gives you an opportunity to size
up the ability of an advertising
agency, actually at work on your
own product, without committing
yourself to any expenditure othei
than the nominal fee.

Has this method
been successful ?

Success must be measured by re
suits. Results to be called successful
should mean increased profits and
permanent business building. The
histories of the businesses of our cus-
tomers following the building of the
plan must he the answers as to the
ss of "Planned Advertising."

hr" send you a copy of >fl

"The 1'rrfartition of a Market- II

I inn Plant" In this book Mr. Hoyt

II explains wore fully this meth-
U-o,i of "Planned Advertising." J*

CHARLES W. HOYT COMPANY

Incorporated

116 West 32nd St., New York
Boston Springfield,

Winston-Salem, X (

PLANNED ADVERTISING

TUg.V.B Pal "••

Fashion's the Thing

I CONTINUED FROM PAGE 27]

stores of today are those that are play-
ing fashion.

One of the most important ways to
get in interesting fashion facts is
through the novelty departments. For
instance, right now it is good fashion
to be labeled. You are supposed to
have your name on your hat, your
shoulder, on your hip, in whatever kind
of stones you can afford. It isn't right
to have Chinese figures; you have to
have your own initials. You have to
be yourself; you can't go masquerad-
ing.

Take fashion's hat these days. Few
stores have spread the fashion story
of the last few months. After the
small "Cloche" hat had ruled longer
than any other along came the big,
plain "Milan" hat. Notice that it
must be plain. No wild flower forests
parade in its peak, as so many mil-
liners would have it. It has to be
simple.

AND there is one type of small hat
that is most important. The fash-
ion feature of it would be most interest-
ing to women. It is put on the head
and crushed into the shape of a bag
of candy or a cook's hat, but it has
to be crushed to suit the face. That
crushing could be the subject of a
series of interesting advertisements.

Consider the example of sweaters.
Stores take it for granted that they
can't sell sweaters. But many stores
have sold sweaters in pairs this spring
and summer. One of them is a slip-
over and the other a coat sweater; they
are worn together. This double
sweater was worn at Biarritz two years
ago. Then it appeared at Tuxedo Park.
Last winter Palm Beach wore it, and
now all spring it has been a fashion and
should have been played harder as such.

And the selling of sweaters means
the selling of skirts.

Consider the neck. Think of the pos-
sibilities in selling more necklaces. The
(harlot necklace swept over the coun-
try like a fire. It was first worn by
Gertrude Lawrence in "Chariot's Re-
vue," and sold for close to $100. Now
it is selling in Macy's for seventy-four
cents.

Few stores have seen the possibilities
of selling fashion to men. Tripler
has done it. Weber and Heilbroner
have done it. Many other stores have
done it, and many other stores will
do it.

It isn't hard to recall the days when
Hart, Schaffncr & Marx offered only
quality and durability. They never said
anything about fashion because, said
they, men weren't interested in it.
They've recently changed their tune.

Notice the wild neckties you see on
men this summer. Few stores have ad-
vertised this fashion. Notice the two-

tone socks, getting away from the
wilder socks, but remaining two-tone.
Think of the wonderful fashion story in
men's shirts, which is rarely told.

Fashion includes much more in its
scope than merely women's and men's
clothes. It applies to house articles as
well. There are two important fashion
trends of the moment in home furnish-
ings: one is the simplicity of the early
American furniture and the other is the
decoration and ease of the French Pro-
vincial.

The early American furniture re-
flects the character of the people who
designed it. They thought that to be
right in spirit one had to be uncom-
fortable. Hence the severity of line of
their chairs. But the furniture has the
virtue of being simple, and it is always
in good taste.

The French Provincial reflected the
spirit of the times when the aristocracy
lived its life of ease; hence the com-
fortable, though decorative, features of
the style.

In the selling of furniture and home
furnishings, fashion should play a
most important part — and it does with
those few stores that know. And will
with more stores as they learn to know.
The greatest furniture store in Amer-
ica, Barker Brothers (Los Angeles),
does the most with fashion. Smaller
furniture stores are convinced that
people buy chairs rather than comfort.
As long as they pay a high price for
the advertising of chairs rather than
for interesting people in their chair
comfort, they will pay for it.

IT is time that more store chiefs took
some of the mystery out of buy-
ing. Buying is a hard job — but not a
mysterious one. It is largely a matter
of taste. Stores could afford to invest
fortunes in cultivating the taste of
buyers. Buyers now buy the things
they like. They are similar to many ad-
vertisers who write advertising to
please their public.

Some day store chiefs will realize
that the most inexpensive buyer is the
most expensive thing in the store.
Stores in the future will spend more
money in brains and less money in
markdowns.

Good fashion promotion plays the
winning fashion runners. Several out-
standing fashions from Best's and
Franklin Simon's have run for months.

It is foolish for an advertiser or
other store executive to come home
from a very solemn Better Busness Bu-
reau agreeing to be honest with com-
parative prices and other checks on dis-
honesty, and then cheer fashions which
are as old as a California tree. There
are a lot of ways of lying in advertising
besides in price and description. The
business of saying a fashion is up-to-

\
.., 1926

ADVERTISING AND SELLING

In the recent Prize Contest for the Best
Advertisements Written by the Publishers of
Country Newspapers, this advertisement by

FORREST W. TEBBETTS

The Bracken County Review

Brooksville, Ky.

Was Awarded 2nd Prize of #50.00

Smith of Main Street Reads
and Buys in Millions!

To start with, there are nine and one-half million of him!

All of the Mr. Smiths, of all the scores of Main Streets, take some home town
or county newspaper, which goes into their homes, remains "live" an entire week,
and is READ THOROUGHLY.

All of the Mr. Smiths know that their home town merchants sell honest goods,
give genuine service, and have a high sense of business integrity. They believe
advertising, and believe in it!

In contrast — Mr. Horace Hardboiled, of Bigtown, city of high pressure living,
and high pressure selling, buys HIS home town paper of a corner newsie, scans the
scare-heads as he walks, gets the latest murder while he hangs to a street car
strap, reads the sport page with his after-dinner cigar, and rushes off to the neigh-
borhood theatre, while the paper — full of high priced advertising — lies lonesomely
in the waste basket — as dead as Pompey.

National advertisers buy newspaper space as they sell their own products — in a
big way. Intense study of actual conditions proves to the big space buyer that Mr.
Smith of Main Street — nine and one-half million strong — is the best audience in
the world.

He is an audience who will listen — the first requisite. He is an audience who
will carefully, slowly, thoughtfully, weigh the merits of the product, and
REMEMBER them. He is an audience who cannot be stampeded, but who will fol-
low sane, logical leadership, AND FOLLOW UNTIL DEATH.

Tell Mr. Smith of Main Street
He Buys as He Reads

The country newspa-
pers represented by the
American Press Asso-
ciation present the only
intensive coverage of
the largest single popu-
lation group in the
United States— the
only 100% coverage
of 60% of the entire
National Market.

Country newspapers
can be selectei indi-
vidually or in any com-
bination; in any mar-
ket, group of states,
counties, or towns.
This plan of buying
fits in with the program
of Governmental Sim-
plification, designed to
eliminate waste.

^Mi\m^uiJLmAi\Mi

Represents 7,2 13 Country Newspapers — 47J-2 Million Readers

Covers the COUNTRY Intensively

225 West 39th Street

New York City

122 So. Michigan Avenue
CHICAGO

68 West Adams Avenue
DETROIT

6(1

ADVERTISING AND SELLING

Augm .196"'*

THIS is a 24-page book illus-
trating a variety of types and
grades of Binders for Loose
Leaf Catalogs. It offers sug-
gestions and ideas for the Ad-
vertising Man, also the manu-
facturer making and selling all
types of merchandise. It shows
suitable binders for Dealer's
Catalogs, Salesmen's Catalogs,
Customers' Catalogs, Special
Surveys or Prestige Literature.

Write for it TOD A Y!

THE C. E. SHEPPARD CO.

273 VAN ALST AVENUE
LONG ISLAND CITY. N. Y.

date when it isn't, is bad ethics as well
as bad advertising.

Buyers will depend on the opinion of
"fashionists" and consult with them be-
fore they buy. Such information, gath-
ered by an intelligent, alert fashion ad-
viser, free from all authoritative
sources — trade papers, trade maga-
zines, fashion magazines, reporting ser-
vices— is a sound basis for buying. It
should be eagerly sought by intelligent
buyers. Not that the adviser tells a
buyer where to buy things. The buyer
knows markets best, of course. The
fashion adviser has an accurate, un-
prejudiced picture of the fashion situa-
tion and reports these to the buyer, who
follows her suggestions in most of her
buying.

The making of a new fashion is as
worthy of comment as the making of
any other labor-saving article. Because,
of course, a new fashion is a labor-sav-
ing article. It helps women save time
in the getting of the things they want:
comfort, admiring glances, the assur-
ance of being rightly clothed.

Fashion gives thousands of women
something to live for.

Department Stores
Self-Service Stores

[CONTINUED FROM PAGE 38]

class of trade; either by interior at-
tractiveness or by atmosphere. The
self-service plan of selling general
merchandise is still infantile in its
practiced form. But the possibilities
are there. There is no reason why such
merchandise as lingerie, underwear,
hosiery, gloves, aprons, house-dresses
— in fact, any line in which adapta-
bility to the wearer, such as exact fit,
lines and style, does not figure materi-
ally— cannot be sold in this way. Take
for example, hose. One pair might be
used for display and examination by
the purchasers, with an accompanying
card of samples showing each color car-
ried with its proper name. The stock
could be arranged with each pair in an
individual wrapping and each shade
grouped together with the range of
sizes. Both shade and size should be
marked when it is wrapped on each
package to prevent mistakes in choice.
For example, a line priced to sell at
$1.25 would be arranged in one sec-
tion, according to color and under color,
by sizes. The buyer could examine the
one pair exhibited for inspection, se-
lect the color she desires from the
chart of sample shades, and from the
section in which such colors are packed,
select the size she wishes. The goods
she chose would then be taken to the
exit, where payment would be made.
and the individual packages would be
slipped into one envelope for conven-
ient carrying. By this method the
buyer could be assured of getting
fresh, unhandled goods of the shade
and quality satisfactory to her; at a
price which could be considerably less

Skilled Writer

A business service of high
standing has an opening for
a man of proved ability as a
clear-headed thinker and
writer. Business experience is
desirable; trained brains es-
sential. This job offers a
good salary and a splendid
opportunity to the right
man. State your age, educa-
tion, experience, and recent
income. Your reply will be
held in strict confidence.
Address Box 408, Advertis-
ing & Selling, 9 East 38th St.,
New York City.

T^ISPLAY advertis-
ing forms of Ad-
vertising and Selling
close ten days preceding
the date of issue.

Classified advertising
forms are held open un-
til the Saturdav before
the publication date.

Thus, space reserva-
tions and copy for dis-
play advertisements to
appear in the Aug. 25
issue must reach us not
later than Aug. 16.
Classified advertise-
ments will he accepted
up to Saturday, Aug.
21.

Hfeust U, 1926

ADVERTISING AND SELLING

Six hundred and eightytwo industrial
power plants in the United States have
reported to POWER their essential equip'
ment facts.

Some of these facts are startling.

The surprising diversity in the age of prime
movers in operation today; the amazingly large
proportion of plants which still use hand-firing;
the astonishingly small proportion which meter
their feed water and weigh their fuel; the still
smaller proportion which use superheat; the
encouragingly large proportion of which
plan rebuilding and expansion in the near future —

Facts such as these stand forth in the reports.

The value of the reports is intensified by their
wide distribution among all the principal in-
dustries of America.

We of POWER have gathered these facts in the
course of our persistent campaign to help manu-
facturers of power plant equipment widen their
markets. We have classified and tabulated the
reports by industries and we will gladly place
them at your disposal.

Would you like to see them? We believe that
these facts will be of real value to you in your
sales effort in the power field.

A. B. C.

POWER

A McQraw-HiU Publication
Tenth Avenue at 36th Street, New York

A. B. P.

ADVERTISING AND SELLING

August li, 192oL,

DALLAS

&£&£&£

V/^-^J sv"

An Ascending City

Dallas. 42nd among American
cities in 1920. 37th in 1925. Mov-
ing forward.

Nineteenth in volume of busi-
ness among American cities.*
Seventh in volume of business
per capita.

Twenty-five million dollars
more bank clearings so far this
year than last. $150,000 more
postal receipts.

More than ten per cent increase

in family population, as shown
by city utilities connections, this
last year.

Dallas lies at the heart of an
agricultural area of great wealth,
■where crops of feed and food-
stuffs are now being harvested
than which the memory of man
recalleth none better.

Marketeers will find in all
America no more promising the-
atre of effort than this.

•Bank clearings for 1925.

Dallas is the door to Texas
The News is the key to Dallas

Efje Mlass Jfflorntng J5eto£

Detailed Research on

Advertising Appropriation
Making

It is the most authoritative data on tins
subject in existence. Details of methods
in use; complete systems of forms for
budgeting, etc. A splendid aid to any
advertising manager.

Careful analysis of all phases of subjects;
in loose leaf binder.

THE BUSINESS BOURSE

15 West 37th Si. \«w York Gtj

Tel.: Wisconsin 5067

In London, represented by Business Research

Service. Aldwych House. Str.ind

it shows there's
thought behind it

it's an

EIN/ON-FBEEfMN

WINDOW DI/PMY

■;i i E. 72dSt.
Rhinelander 3960
New Yo r lc C i t y

^spr

than that asked by a store where such
a transaction involves the time of two
or three persons. There could be a
radical reduction in clerical help and
an elimination of much of the damage
from handling. As bargain counter
sales of hosiery are now operated, hose
of the more delicate textures are almost
certain to be in a damaged condition
when they are purchased. Rough
hands, finger nails, rings and careless
handling are disastrous and render the
goods rather less than a bargain, with
consequent dissatisfaction to the cus-
tomer.

COINCIDENT with the development
of the self-service idea will come,
in all probability, a standardization
of size and style, and a greater de-
pendence on known brands, a devel-
opment which will be profitable to
manufacturer and retailer alike. An-
other advantage which self-service is
likely to show is a reduction in the
total amount of returned goods. What
a woman chooses in this fashion,
she usually needs or wants and, there-
fore, keeps.

It would be interesting to know just
how many items are bought because of
some sort of sales pressure and are
later returned when such pressure is
definitely removed. Undoubtedly the
total number of such returns is fairly
large.

Where the customer serves herself,
she is influenced only by desire or ne-
cessity; and necessity is usually more
effective than desire when no outside
influence is brought to bear and the
transaction is one involving cash.

It is fairly easy to enforce the "cash
and carry" system in connection with
self-service. If the customer is at-
tracted by the price advantage offered
by self-service, she is easily persuaded
to increase the reduction by self-de-
livery and complete her saving by pay-
ing cash. Many of the present diffi-
culties which have so unpleasant an
effect on the net profits of department
stores could be eliminated were a sav-
ing in labor shared with the customer
in return for the comparatively small
trouble of selecting her own goods and
either carrying them away herself or
paying a small, definite charge for de-
livery.

Much of the educational work on the
value of self-service has already been
done in other lines. The introduction
of the system into new fields will meet
with approval provided that the ser-
vice can be offered in a manner which
will appeal to people of the better class.
It is to these people of the so-called
"middle class" that the dollar actually
means the most.

They are people whose incomes are
much smaller than their tastes would
suggest. Moreover, they are by train-
ing cautious buyers. But they demand
pleasant surroundings for their bar-
gain hunting.

It has been a mistake that goods sold
to attract the economical purchaser
should be offered in ;> manner bearable-
only to the undiscriminating.

j^Tigust 11, 1926

ADVERTISING AND SELLING

What are the
SCRIPPS-HOWARD newspapers?

" "1' SEE by the newspapers."
. . . The authority for nine-
tenths of the popular opinion on
all current topics of interest !

But what newspapers? Are you
concerned with the character and
the standing of your newspaper —
of that medium which furnishes the
background for those personal
opinions by which you are judged?

Scripps-Howard is the hall-mark
of News Accuracy, sane and con-
structive Liberalism, editorial
Tolerance and political Inde-
pendence.

/ 1 *

EDITORS of Scripps-Howard
newspapers think straight and
write straight. Their news columns
are full of facts, but free from
opinion ; their editorial columns are
full of logic, but free from dema-
goguery and vituperation.

NEITHER Pollyannas nor
journalistic grouches, these
newspapers are the focal point of
every movement tend-
ing to make life more
livable for the people
of their communities.

These newspapers
are good citizens of

SCllirPS-HOWAED

their communities. They are al-
ways too busy to quarrel with indi-
viduals, but never too busy to en-
gage in a good fight for a good
cause.

This is truly American journal-
ism . . . Scripps-Howard journal-
ism ... a journalism which is well
rewarded because its editors make

their newspapers not only popular,
but — respected!

r f 1

/\ND confidence — the greatest
2~\_ reward which readers can
bestow — is given in overflowing
measure to the twenty-four Scripps-
Howard newspapers by more than
a million and a half families.

SCRIPPS-HOWARD NEWSPAPERS

MEMBERS AUDIT BUREAU OF CIRCULATIONS

MEMBERS OF THE UNITED PRESS

Cleveland (Ohio) - -

- - Press

Columbus (Ohio) - -

- Citizen

Baltimore (Md.) - -

- - Post

Akron (Ohio) - - -

Times-Press

Pittsburgh (Pa.) - -

- - Press

Birmingham (Ala.)

- - Post

San Francisco (Calif.)

- - News

Memphis (Tenn.)

- - Press

Washington (D. C)

News

Houston (Texas) - -

- - Press

Cincinnati (Ohio) - -

- - Post

Youngstown (Ohio)

Indianapolis (Ind.) -

- - Times

Ft. Worth (Texas) -

- - Press

Denver (Colo.) - - -

- Express

Oklahoma City (Okla.

) - News

Toledo (Ohio) - - - -

News-Bee

Evansville (Ind.) - -

- - Press

Knoxviile (Tenn.) - - - News
El Paso (Texas) - - - - Post
San Diego (Calif.) - - - - Sun
Terre Haute (Ind.) - - - Post
Covington (Ky.) - Kentucky Post*
Albuquerque (N. Mex.)

State-Tribune
*Kentucki/ edition of the
Cincinnati Post.

ALLIED NEWSPAPERS. INC.

National Representatives
250 Park Avenue. New York, N. Y.
Chicago Seattle Cleveland

San Francisco Detroit
Los Angeles

ADVERTISING AND SELLING

August 11, 1926

THE

OPEN

FORUM

WHEREIN INDIVIDUAL VIEWS
ARE FRANKLY EXPRESSED

"Four Out of Five"

MR. DUTCH of Boston refers to
the conflicting claims of Por-
han's and Lyons on the celebrated
"four out of five" statement. I think it
is generally understood among med-
ical men that this statement needs
qualifying — that this proportion of
sufferers from pyorrhea exists only
among people of a certain age or over,
35 or 40 years, I believe, being the
minimum.

My belief in this fact is strengthened
by the noticeable tendency on the part
of the recent Forhan's advertisements
to indicate that among the members of
a crowd, pictorially represented, four
out of five will get pyorrhea. It would
be possible to depict in this crowd only
people of the necessary age to make
them fall into this class. In my limited
observation, these pictures never in-
clude obviously young people.

Paul M. Miller,
The Economist Group,
New York City.

Better Than Parades

ME too! Count me among those
who are in favor of the boot when
it comes to useless parades and para-
sitic floats.

I agree with Neal Alan, as put forth
in The Open Forum of the July 14
issue, that parades are a part of Army
and Navy regime, and fundamentally
wrong when used for business.

If you've got money to spend for
exploitation of a convention, or some
other such purpose, and can't think of
anything other than a parade — then
here's an idea for you. Did you ever
see a mob of kids at a ball-game or a
movie? For pure unadulterated fun
for everybody — and your money's
worth every time — you can get more
kick out of playing good fellow to a
swarm of orphan kiddies than you
could ever get out of splashing your
money up and down the street in the
form of floats and parades. And, if
advertising is what you want, you'll
probably get more honest publicity out
of taking the kids to a Harold Lloyd
matinee than you ever expected to get
out of the parade, with a good measure
of public good-will thrown in.

Which looks the most sensible to
you : "Advertising Delegates Stage Big
Parade and Block Traffic for Three
Hours," or "Advertising Men of the
World at Convention Are Hosts to 700
Orphan Children"?

Then, there's another angle to the

parade idea: the fire and accident
menace; traffic paralyzed; retail busi-
ness blockaded.

In Los Angeles, where Hollywood is
the recognized kingdom of hokum and
one might expect an outbreak of freak-
ish pageantry, we have long since dis-
posed of the parade on downtown
streets. Even the Shriners at their
great convention here last year, with
all their glorious bands and fife-and-
drum corps, staged their parades in
the Coliseum at Exposition Park. The
Coliseum wasn't large enough to hold
all of the spectators (and it seats
85,000 people), but neither would
Broadway or Spring Street be large
enough with people standing up. So,
for the reasons mentioned in the pre-
ceding paragraph, Los Angeles years
ago passed a measure prohibiting
parades on the main thoroughfares of
the city.

The parade float was never a good
advertising medium — and only a piti-
ful, ineffective publicity stunt at best.
C. Alan Walker,
Blum's Advertising Agency,
Los Angeles, Cal.

111-Considered Advertising?

MAY I say that John W. Powers
in your July 28th number judges
the Eiffel Tower advertising more as
a critic who passes on a work of art
than as an advertising man.

The writer, formerly a designer in
France, a French citizen and for four
years in American advertising, can
speak from the French point of view.

The fact that this publicity stunt was
used by our H. Ford does not mean
that we have lost some of our artistic
judgment. If some French people feel
badly about this, it is to be expected;
there is always someone to criticise
any particular move in any direction.
And the Eiffel Tower itself was orig-
inally built for the advertising of
French engineering during the Na-
tional exposition.

As for Mr. Powers' hopes that Amer-
ican advertisers do not follow the ex-
ample of the French, let him remember
that modern advertising is essentially
an American industry and has grown
out of market competition, that the
French modern advertising is follow-
ing American advertising in its ways
and thoughts.

One might find things to criticise in
the unusually large posters of your
nice boulevards, or in American city

sky-lines used to advertise chewing
gum, tobacco, perfumes, etc.

George F. Barthe,
Hyde-Baumler, Inc.,
Syracuse, N. Y.

Is This Retrogression?

1 STARTED Percival White's article,
"The High Cost of Salesmen," with
the joyous thought that "Here I am
going to get some real dope on this in-
teresting subject that will be as useful
as practically all Advertising and
Selling contributions are," but on
wading through it I was no more en-
lightened than when I started.

Mr. White, I daresay, had some good
purpose when he wrote it, but to my
mind it smacks strongly of retrogres-
sion. Supposing we did let the produc-
tion wait upon the demand. What
then? Would Campbell in Camden sell
soup in Seattle? Or would the Jonses
of Dallas buy Fords from Detroit?
Would they rely solely upon the printed
word? Would we all believe in the
Bible and its teachings, sold to us by
the greatest Salesman of all time?
Would we be wearing clothes? And
would any of us be educated? Have
not all of these things been irrevoca-
bly imbedded in our very beings by the
process known as selling?

Why, then, this article in destruc-
tion of a proved order of things, even
if it has for its object only one symbol
of the field of selling — the manufac-
turer's salesman? Supposing the cost
is high? Isn't the end worth the
means? "High" is relative anyway.
Would Mr. White be willing to dis-
pense with his radio or his watch if he
thought that by so doing he could help
to forestall a salesman's expense in
traveling to his city to arrange for a
supply of watches and radios in the
marts of trade? Or, if he lived in Po-
dunk, would he be satisfied with the
merits of such products made in his
immediate locality and sold on the
basis of waiting for the demand?

Whatever the ulterior meaning of this
article, I crave an answer. Advertis-
ing and Selling is an estimable jour-
nal which helps infinitely to keep me
posted on modern trends; which tells
me what the other chap is doing, and
which often comes to bat with real con-
crete ideas that save or make money,
but this latest effort has me guessing.
J. K. Macneill,
Asst. Sales and Adv. Mgr.,
Hewes & Potter,
Boston, Mass.

lusust 11,1926 ADVERTISING AND SELLING 65

^Announcing—

GOTHAM

The Most Modern Engraving Establishment in New York

The Gotham, possessing the most modern equip-
ment, employing only the finest artisans and
maintaining a complete night force to insure
all your work of the most careful preparation
and the quickest possible delivery, offers you a
photo-engraving service unique in the annals
of the craft.

The Gotham is a new organization but it is
composed of men brought up in the highest
traditions of their craft — men properly respect-
ful of all that has been developed in the past
and yet forward-looking enough to avail them-
selves of the best and latest facilities for the pro-
duction of the finest quality work.

The GOTHAM PHOTO-ENGRAVING CO., Inc.

229 West 28th Street New York Citv

ADVERTISING AND SELLING

August 11, 1926

GET YOUR SHARE!

LATE summer business in the Fort Worth trade territory
. should he the heaviest ever known, because of the marketing
of the best wheat and oats crops in the history of Texas. A
conservative estimate places the amount of money to be paid
farmers in this section for their grain at $60,000,000.00. This will
tide over the ordinary dull season between spring and fall, and
will be a decided contrast to previous years when the grain yield
has been small and the prices low.

Building in Fort Worth is far ahead of last year and will con-
tinue big all during the summer, due to the erection of many large
and important buildings. The same is true of the adjacent and
the West Texas territory, which is building both large and small
structures at a big gain over previous years. Building permits
in Fort Worth first six months 1926 exceed entire year of 1925.

Retail sales in Fort Worth have gained steadily over last year
and promise to maintain the gain throughout the year.

There is no employment problem, both skilled and unskilled be-
ing at work.

Oil development will be feverish all summer, due to the open-
ing up of new fields, the demand for gasoline and the good price of
crude. The Panhandle is now hitting the high mark in Texas Oil
production and is predicted by leading oil publications as the coun-
try's greatest oil field.

These and countless other sources of untold wealth are enriching
the people of West Texas

— the people you reach through the great West Texas medium

THE STAR-TELEGRAM
THE RECORD-TELEGRAM

with greater circulation than any
other three mediums combined.

CIRCULATION OVER 120,000
DAILY and SUNDAY

NO CONTESTS NO PREMIUMS

Fort Worth Star Telegram

(EVENING)

JFort North Kccort-«reiegram

(MORNING)

Fort Worth Star Telegram

and jFort SHortlj &rcord

AMON G. CARTER
Pres and Publisher

(SUNDAY)

Charter Member
Audit Bureau of Circulation

A L. SHUMAN
Vice-President and Adv. Dlr

In the

Lumber

Field

It's the

AmericanJ^mbepman

Established 1873
Published Weekly CHICAGO, ILL

Bakers Weekly &■-&£■&&

NEW YORK OFFICE — 45 West 45th St.
CHICAGO OFFICE — 343 S. Dearborn St.

PROVE IT!
SHOW THE LETTER

1 1 sjuld ihofl ikepl li .ii i" i ipecti tin'

tten atnl nrilcrs recelred from satls-
Bi i customers, il would ronton doubt and net the
<>ni<T DorVI lean testimonial Itttori lying ldlo

in POUE Bit Ive tl cm t ' \"iir men ami Increase

I "ii- .ii.- thru their use.

Wrtti fw lamotM and pTicm

fr/.HJil'HJJ.Hi'ilH-rlll'nTTmiffflT™

Teaching Your Sales-
men to Teach

[CONTINUED FROM PAGE 36]

new man and was forced to entrust the
balance of the training to the other
junior.

In showing how this was done, this
pupil-teacher said: "John Morgan
taught me how to teach. He taught
me that the first thing that I should
hammer into the mind of the other cub
was to 'Stop, Look, and Listen.' " He ■
explained that the 'Stop' meant that 1
must teach him to pause frequently
enough to make sure that he knew
what his purpose was and how he
planned to accomplish it. He taught
me that the 'Look' meant to keep his
eyes opened for competitive activities,
for opportunities for service to custom-
ers, and for the opportunity to teach
your customers' salesmen. He taught
me that 'Listen' meant that I was to
keep my ears wide open for everything
that would help me to sell another dol-
lar's worth of our merchandise; that
the part of my duty to teach this cub,
and to profit myself, was to listen to
the conversations vouchsafed me by
other successful traveling men in non-
competitive lines; to listen to buyers
when they had any type of message, to
listen to customers in a store, and to
the salespeople's replies, and to listen
to every single word in every single
message from the house."

THE point I wish to drive home is
that we are replacing both senior
and junior salesmen on our own force
with men who can both sell and teach.
Our subsidiary is now paying eight per
cent dividends instead of showing a loss,
because we dropped as rapidly as we '
could make certain every man who
could not teach as well as sell.

With the countless chemical special
ties of our subsidiary company, th
ability of the men to teach manufac
turers how to use our products;
teach them to get out of the rut of old
time methods; to teach them that thej
could afford to pay ten times more pe
pound for our subsidiary's chemicals
than for those they were using — meant
the difference between bankruptcy and
what we all believe will prove to be a
more profitable business, dollar for dol-
lar, than our parent enterprise.

How do we teach our salesmen to
teach ? Our commodity sales man-
agers go to school under me and
then proceed to teach school them-
selves. In my teaching I am assisted
by outside professional teachers with
whom my commodity sales managers
have frequent conferences.

We hold classes both at our sales con-
ventions and our divisional conferences.
We have a correspondence school (al-
though we do not call it by that name)
directly and solely intended to teach
our senior salesmen how to teach their
juniors. In connection with this course
we have a text-book (which we call a

^ v

The J\Qw

Delineator

Wome

Delineator

ome tistttiire

l he Staff of Life

"\V;y consideration will be given the new
cooking ways in Delineator Home Institute

T)irected by . . .

yjldred Maddocks entley

(ilOY all who are qualified to judge, Mrs. Bentley is regarded
J— J as the final authority in applied domestic science.

Her directorship of the new Delineator Home Institute is
assurance that all information published on foods and equip-
ment is not only chosen with care but has first been put to
practical test.

The scope of the Institute is defined by Mrs. Bentley in the
October Delineator in the following words:

"This new Delineator Home Institute is planned to be as
broad as the home itself. In its pages all that has to do with
the technique of home-making will be considered — foods and
good cookery, home management and engineering."

The entire top floor ot the Butterick Building has been made

COOKING BY
ELECTRICITY

j^Qew times, new ways,
modern scientific methods
will be tested and ex-
plained in the new De-
lineator Home Institute

over to house the Institute, its Kitchen Laboratory and the
other phases of its activity.

Each month, starting with October, Delineator Home In-
stitute will publish tested information of keen value to the
progressive housewife.

With the November issue, The Designer is combined with
Delineator in one magazine, known as Delineator. The guar-
anteed circulation, from November, will be 1,250,000. As the
present combined circulation of the two magazines is 1 ,700,000,
the advertiser will, obviously, for some time to come, be re-
ceiving several hundred thousand excess circulation.

THE BUTTERICK PUBLISHING COMPANY

S. R. LATSHAW, 'President

' I ■ « - ■

■" '■/■■> a h:L^

h ft e

BUTTKRICK BUILDING

. . The entire fifteenth

fioor it given over to the new

J)elineulor Home Institute

August 11, 1926

ADVERTISING AND SELLING

manual), and examinations (which we
call questionnaires). We use both the
text-book and the case system side by
side. We put problems taken from one
division before the senior salesmen of
another. After they have solved these,
we ask them to put the same problems
or, better still, problems involving sim-
ilar applicants, but taken from their
own experience, before their junior
salesmen.

We have a definite system of marks
(which we call ratings), and we have
diplomas (which we call cash bonuses)
for those senior salesmen who show the
greatest results and for those who show
the greatest progress in the ability to
teach.

In addition to these "diplomas"
(which run as high as two hundred and
fifty dollars in gold for first place) we
work into our courses material which
enables our senior salesmen to teach the
salespeople employed by our customers,
and we have similar cash prizes for
those who are most successful.

And within our sales force we are
thus constantly building up not only
senior salesmen who are producing
greater results by their ability to
teach, but also junior salesmen who,
even while learning how to sell, are
getting at first-hand an excellent
foundation for learning how to teach.

Vogue Company Wins In-
junction Plea

THE suit brought by the Vogue Com-
pany of New York as publisher of
the magazine Vogue and maker of
Vogue patterns in the United States
District Court of Ohio asking for an
injunction against the Vogue Hat Com-
pany of New York and the Thompson-
Hudson Company, a department store
of Toledo, restraining them from sell-
ing millinery under the name "Vogue
Hats," and from representing that the
said "Vogue Hats" are made by the
publisher of the magazine Vogue, was
finally decided recently by the United
States Circuit Court of Appeals in
Cincinnati, in favor of the Vogue Com-
pany.

Commenting on the policies of the
Vogue Hat concern, whose merchandis-
ing is characterized as "permeated by
the taint of international fraud," the
court declared that the situation could
not be corrected simply by the drop-
ping from the concern's advertising of
the well known V girl trade mark
which infringes most flagrantly upon
that of the Vogue Company, even
though the businesses involved were
not in direct competition, strictly
speaking. The court is further quoted
as follows:

We think it would be going' too far to
forbid entirely the name or label "Vogue
Hat," unless accompanied by the disclaimer.
That name is substantially descriptive, and
has no secondary meaning appurtenant to

plaintiff's business

This manufacturing defendant may sell any
hats not called or marked as "Vogue Hats."
It may use the name and label 'Vogue
Hats" in connection with or without "New
York." or "Fifth Avenue, New York," if
accompanied by any prominently displayed
manufacturing name it may select (not in-
cluding the word 'Vogue"). It may not
use the name unless so accompanied.

Advertising and Sales

Promotion Manager

WANTED

A LEADING New York manufacturer
of hats for men requires a competent
man to conduct his advertising department.

The right man must have had experience
justifying confidence in his ability not only
as an advertising man, but as a salesman.
He will be expected to sell the policies of
the company by correspondence and by
personal contact with the retail men whom
he will meet not only in the home office
but on the road.

Style and color being vital elements in the
design of this manufacturer's product, he
must have a keen sense of the artistic.

He will have competent assistance in the
handling of the routine matters of his de-
partment, as it is desired that he shall have
ample time for constructive work in plan-
ning and selling the company's advertising
and sales policies both at home and through-
out the United States.

Supply full information regarding qualifi-
cations, including age, experience, present
earnings and salary expected. Replies will
be held in confidence.

ADDRESS BOX 407

Care Advertising and Selling

9 east 38th street

New York City

\l>\ KRTIS1NC AND SELLING

iu.iii-,1 11. l')2t)

Direct to Demand Avenue

WAY PAVED— NO DETOURS

TELL it to the spenders who complete all sales — tell it in
their homes where their spending is planned — tell it up
and down the Avenues of Demand — and, if your telling sells,
Demand will move that merchandise off the shelves. A mes-
sage in Modes & Manners Magazines makes no detours. It gets
lost in no blind alleys. It does not steal in on readers who are
reading with other than buying-purposes in mind. For the
whole reason of being of Modes & Manners Magazines is "to
provide a buying guide by which the family may have at all
times authentic 'short distance' advice on what to buy for
every shelf, drawer, room, or wardrobe around the house."

™ 280,000

M0d6S On October 1st 280.000 copies of Modes &

Maimers Magazines will be mailed into 280,000

f^ In nnes, all located on the Avenues of Demand in

^"^ pivotal market centers. And the credit rating of

l\yfnn«n««c these homes has been passed upon by those who

lV13lllierS know the spending ability and habits of every home

in the area covered.

Magazines

will influence the spend-
ing of Three Hundred
Million Dollars this fall
in the following an

CALIFORNIA

NEW ENGLAND STATES

ST. LOTUS DISTRICT

SOUTHERN TEXAS

PITTSBURGH DISTRICT

OMAHA DISTRICT

CENTRAL ILLINOIS

RICHMOND

WEST VIRGINIA

BROOK1 VN
II IIIERN INDIAN \

Advertisers are privileged

to "choose any or all" of
these trading centers. De-
tails on request.

100% Circulation Going Into
100 Homes

And those 280,000 homes will read about the Paris
Openings, the new mode for America, the last word
in accessories, and the ultimate in care of the com-
plexion.

They will study the "Principles of Texture" as
. 1 1 >1 '1 ieri to interior decoration, by Marian Gheen; and
clip out the new salad recipes of Susan Grant Smith.

Concentrated in Important
Buying Areas

And such matters as hand-made gifts for Christ-
mas, books of the hour, fashions for men, pictures,
;iml I. mips are scheduled to round out family interest.

Everything written with a view to selling. Every-
thing read with a view to buying. Forms close next
week.

Rates for October Number

remain at the low rate based

on 200,000 circulation

Modes & Manners

PUBLISHED BY STANDARD PUBLISHING CO,
222 Easl Superioi street Chicago

[GE1
Business Manager

Sew York — Chicago — Paris

N R R I'll I S

1 i !<■>,,/ Manager

JOSEPH C QUIRK
/ ,i ./,-- n \dvertising Manager

K.E £ ENTLY
G» <y IS IL 0 § IH1 E ©

By McGraw-Hill Company, Inc.,
New York. "Theory and Practice of
Advertising," by S. Roland Hall. This
is a well arranged and thoughtful text-
book for the student of advertising,
which covers fully the problems that
beset the novice. There are two sec-
tions of "case material" carefully de-
scribing and analyzing actual adver-
tising campaigns and three sections
devoted to copy writing. With ad-
mirable clarity the author illustrates
the general by reference to the par-
ticular. Illustrated. Price $5.

By the Public Utilities Advertis-
ing Association, Chicago. "Represen-
tative Public Utility Advertisements —
1926 Edition." This portfolio— the sec-
ond to be issued by the Better Copy
Committee of the Public Utilities Ad-
vertising Association — is a compilation
of the 500 selections made from 2000
qualifying advertisements. Being a col-
lection of the year's finest utility copy,

.;-; ■■ mm

?&&

To Be Ready to Serve You

Your Gas and Electric Company Musi
Keep Ahead of Baltimore's Growth

doori Public Sen ia
THE GAS & ELECTRTGGO.

it serves as a valuable reference book
for all who are concerned with the pro-
motional side of business. In addition
to its obvious use as a manual for ad-
vertising agencies and departments, it
should prove to be of great advantage
to executives desiring to select from
examples already extant ideas and sug-
gestions for their own campaigns.
There are eight sections: I. Central
Station Institutional; II. Central Sta-
tion Merchandising; III. Customer
Ownership and Financial; IV. Gas In-
stitutional and Merchandising; V.
Street Railways and Interurbnn; VI.
Telephone; VII. Advertisements for
the Benefit of the Industries; VIII.
Water. The volume may be obtained
from the Secretary of the Public Util-
ities Advertising Association, 72 West
Adams Street. Chicago, 111. Price ?5.2B,

August 11, 1926 ADVERTISING AND SELLING 69

ABC-Week
Chicago

Oct.18 to 23

The 13* Convention

of the

ABC

(AUDIT BUREAU OF CIRCULATIONS )

will be held at the

Hotel LaSalle

Chicago

October 21^6-22^

NINETEEN • TWENTY • SIX

Divisional Meetings- Oct. 2ift
. \y Annual Meeting- Oct. 22nd

AltJDinner

%k# will be held on the night of

October zznJ

at the

ifotel LaSalle

JMa\e 'Reservations Early

ADVKRTISING AND SELLING

August 11, 1926

Your
Salesmen

should have as good tools
as these —

RDLLS-ROQ

In Sharper Focus

howe furnishing
Review

"Ntxntut xitvicc «ulle™

(,k\l RI.VDERS i„ Stylo "CB" are cov-
ered with heavy quality Art Fabrikoid ;
they can be washed, if necessary, lor the
removal of hand stains, without affecting
the surface color or finish of the material.

May We Submit Specimen*
for Inspection Purposes?

THE H. R. HUNTTING CO.

Worthington Street
SPRINGFIELD, MASS.

Roy Eastman

!\ T OST advertising men — and some
I V L others — are familiar with the
initials R. 0. E. To a slightly smaller
number the name Eastman connotes
Cleveland as well as Rochester; fewer
still know that the name Roy is an
abbreviation, but the number who know
the whole truth is decidedly small; and
so it is with a certain amount of trem-
bling and no small amount of private
glee that we here state for the benefit
of whosoever may chance to read this
page that the gentleman smiling from
the snapshot below bears the rhythmic

name of Royal Oliver Eastman. Call
it a handicap or an asset as you will;
depending on whether you are blessed
or cursed with an unusual arrangement
of the alphabet in your signature.

Born in the Wolverine State, Mr.
Eastman's investigative trend mani-
fested itself at an early age. He was
raised chiefly in small towns and lum-
ber camps of Wisconsin; a fact that
may account for his faculty of hewing
to the line — with a fine disregard for
the sawdust or the chips.

We jump over a decade, during which
he graduated from high school in Fond
du Lac, Wisconsin, and started to make
every waking minute count by working
at everything he could find to do, in-
cluding the job of reporting for the
Fond du Lac paper.

Then we find him in Milwaukee, tak-
ing all the degrees of newspaper work
at quite an early age Several years
more and he is in Battle Creek with
Kellogg's.

He spent several years with Kel-
logg's, handling advertising and vari-
ous and sundry other jobs with or

without titles, including a short period
of editing the Good Health Magazine.
On the side he broke into print at the
most unexpected times and places; a
habit which has stuck.

During this period at Battle Creek
the investigative virus "took" and the
first crude analysis of magazine cir-
culation was organized cooperatively
by a group of advertisers.

Then a short period passed as an
account executive with Fuller & Smith,
at Cleveland. This brings us up to 1916
and the organization of the National
Advertisers Research, which soon as-
sumed such proportions and importance
as to demand his entire time. However,
the war came, with its attendant scar-
city of man-power for peace-time jobs,
and with reluctance and suspicion on
the part of the public of all who sought
to question them about their opinions.
So he went back to Fuller & Smith as
Director of Research for two years.

Then, in January of 1920, the present
organization of R. O. Eastman, Incor-
porated, was started. Started on a
rather limp and short shoestring,
though the tip was excellent, but
started nevertheless. It has been going
ever since. Almost immediately the
"Incorporated" began to stand for
something in the way of organization
until now, after five years, there are
several employees for every letter in
the word.

He can be met almost any time, some-
where from the Pacific Coast to Boston,
if you can travel fast enough to keep
up with him. He keeps a dictaphone
at home, as well as at the office, and
never travels without a portable type-
writer, even for a day. He can — and
has — persuaded more Pullman conduc-
tors into letting him use the portable
on trains than any one we ever heard
about. By December his record of
actual nights on Pullmans is always
well up into three figures, and his list
of cities reads like Rand-McNally.

In short, he is the "workingest" man
alive. His vocation, work and study is
the genus "man." His avocation is
more work; plus occasional time out
to tinker with a beloved old Haynes
so that he can always be sure of pass-
ing the other fellow on the road — when
he has time to drive. He promises
occasionally to find time, maybe, to
investigate golf and determine why it
seems so interesting. And sometime
another fishing trip. The latter seems
more likely to be realized as it. will .
probably afford an opportunity to sit
for a while and meditate on how to
crowd three men's work into a day
where only two were done before.

How long can he keep up the pace?
He will quite likely reply that he is
"good for another forty years."

August 11, 1926

ADVERTISING AND SELLING

690 Nationa

did the job in St. Louis
-using The Globe

The Roster of our Exclusive Set for 1925 reads almost

like that of the United States Chamber of Commerce.

Here are a few of the 690 newspapers who used The

Globe-Democrat alone among St. Louis newspapers

in 1925.

Of Course!

Here's the newspaper — the only one — which covers both

St. Louis and The 49th State, its great tributary market

(radius 150 miles).

Advertisers

and The 49l-h State
Democrat Exclusively

What wonder that our Exclusive Set is growing. The

1925 roster showed an increase over 1924, and with

1926 business showing big progress in this market,
St. Louis' Largest Daily offers more than ever before
to advertisers.

If you want efficiency in advertising and sales, and if
you want economy — here's a famous newspaper at your
service. With a Research Division and a Service and
Promotion Department to help you do the job in St.
Louis and The 49th State.

Automotive

R. J. Brown Petroleum Co.

(Brown's-Oyl)
Mlchelin Tire Co.
Pierce Arrow Motor Car Co.
Procter & Gamble (Ivo Radiator

Glycerine)
Vacuum Oil Co.
Yellow Cab Mfg. Sales Corp.

(Yellow Cab Trucks)

Business Service

.merican Appraisal Co.
American Credit Indemnity Co.
American Mutual Liability Insur-
ance Co.
Babson's Statistical Organization
Ernst & Ernst
Rice Leaders of the World Assn.

Clothing

Associated Knit Underwear Mfrs.
F. Berg & Co. <Sta-Shape Hats)
Berkley Knitting Co.
J. W. Carter Shoe Co.
Cooper Underwear Corp.
Duofold Health Underwear Co.
Gibbs Underwear
Glastonbury Knitting
H. W. Gossard Co.
Heidelberg-Wolff & Co.
Hewes & Potter (Spur Ties)
Interwoven Stocking Co.
B. Priestley &. Co.
Sealpax Company
Stacy - Adams Company
Warner Brothers Co., Ine.
(Redfern Corsets)

Drug Specialties

Ferd T. Hopkins Co. I Mothersill

Remedy)
Juniper Tar
Radway &. Company (Radway's)

A. C. Allyn &. Co.

Ames, Emerich & Co.

Associated Gas & Electric Co.

A. G. Becker & Co.

Blyth. Witter & Co.

Bonbright &. Co.

George H. Burr & Co.

H. M. Byllesby & Co.

Camp, Thorne & Co.

Chandler & Company

Commonwealth Bond Corp.

Equitable Trust Co. of New York

Federal Securities

George M. For man Co.

Frazler & Co.

Hambleton & Company

W. A. Harriman & Co.. Ine.

Harris Trust & Savings Bank

Hayden, Stone & Company

Hill, Joiner & Company

Hoagland, Allum Company

Kennedy & Company

Lage & Company

Mfg. Trust Company

Mitchell. Hutchins Company

National Bank of Commerce

New York
National Surety Company
John Nickerson & Company
Otis & Company
Pearsons-Taft Company
Wm. L. Ross &. Company
Edw. B. Smith & Company
Spencer, Trask & Company
State Street Trust Company
Straus Brothers
Watson ft White Company
White, Weld & Company

Beverages **

FooaProduets

Bayle Products Co. (Bayle

Mustard)
Burger Brothers Co. {Buckeye

Malt)
Cap Sheaf Bread Company
Heil Packing Company
Maull Brothers (Faust Spaghetti)
National Food Show
Rumford Baking Powder Co.

Hardware i
BuildingMaterial

Alabastine Company
Atlas Portland Cement Co.
Barrett Company
E. L. Bruce Company
Condie-Bray Glass & Paint Co.
Davenport Locomotive Works
Durlacque Manufacturing Co.
General Asphalt Co. (Amiesite)
Interstate Steel
Johns-Manville, inc.
Marquette Cement Mfg. Company
Nicholson File Company
Rockwcod Corp. of St. Louis
Southern Cypress Mfg. Assn.
U. S. Gypsum Company
Winslow Boiler &. tug. Co.
(Kleen-Heet)

TV*i

Office Supplies

American Lead Pencil Company

Autopoint Company

Conklin Pen Mfg. Company

Dictaphone Sales Corp. ( Dicta-
phone)

Hampshire Paper Company

Mack-Eltiott Paper Company

H. G. McFaddin & Company
(Emeralite)

Richardson. Leaver Fixture Co.

Royal Typewriter Company

Wahi Pen Company

Publishers

Boston Globe

Boston Herald-Traveler

Chicago Tribune

Conde-Nast Publications, Inc.

(Vogue)
Crowell Publishing Company

(American Magazine)
Crowell Publishing Company

(Collier's)
Curtis Publishing Company

(Country Gentleman)
Curtis Publishing Company

(Saturday Evening Post)
Household Magazine Company
Iowa Daily Press Association
Liberty Magazine
Macmillan Company
New York Herald -Tribune
New York Sun
Philadelphia Enquirer
Philadelphia Public Ledger

Radio

George W. Blabon Company

Charter Oak Stove & Range Co.

Cleveland Metal Products Co.

Gorham Company

Majestic Electric Appliance Co.

Richardson & Boynton Co.

Wm. A. Rogers, Ltd.

St. Louis Tent & Awning Co.

Squeez Ezy Mop Company

Walker Oil Burner Corporation

M. J. Whittall Associates

Equitable Rad io Corporation
Federal Radio Corporation
Prless Radio Corporation

Smokers' Supplies

American Tobacco Company

( H erbert Tareyton )
American Tobacco Company

(Roi Tan Cigar)
Consolidated Cigar Corporation

(Dutch Masters Cigar)
Consolidated Cigar Corporation

(Harvester Cigar)
Continental Tobacco Company

(Dunhill Cigarettes)
Deisel-Wemmer Company

(El Verso Cigar)
H. Fendrich. Inc. (Charles

Denby Cigar)
General Cigar Co.
Gradiaz. Annls &

Julian)
Liggett & Myers Tobacco Co

(Robert Burns)
Co. (Don

^Toilet

Requisites

American Safety Razor Company

(Gem Safety Razor)
Caron Corp. (Parfums Caron)
Herpicide Co. (Newbro's

Herpicide)
Houbigant, Inc.
Geo. W. Luft
I. W. Lyon & Sons. Inc. (Dr.

Lyon's Tooth Powder &, Cream)

(Piedmont Cigarettes)

Trover

Boulder Chamber of Commerce

Bowman Biltmore Hotel

Canada S. S. Lines (Australia)

Cecil Hotel

Cleveland & Buffalo Transit Co.

Corpus Christi Chamber of
Commerce

Dennis Hotel

Foster & Reynolds Co.

Frank Tourist Company

Great Lakes Tours

Italia American Shipping Co

Lamport & Holt Line

LaSalle Hotel

Leipzig Sample Fair

Longview Company

Miami Biltmore Hotel

Portland Chamber of Commerce

San Antonio Chamber of Com-
merce

Wisconsin Land o' Lakes. Inc.

MISCELLANEOUS

American Art Galleries
Brown, Boveri & Co.. Ltd.
Central Engraving Company
Childs Restaurant
Samuel T. Freeman
Goodyear Tire & Rubber Co.

(Golf Balls)
Ingersoll Watcii Company
Lumaghi Coal Company (Cantine)
Monticello Seminary
Pathe Exchange, Inc.
Reliance Engraving Company
Shinola Company
J. R. Thompson Restaurant
John Wanamaker (Flash Golf

Ball)

The biggest Single Sales Influence in The 49th State

oAdvertising 1{epresentatives

360 N. Michigan Blvd.: Phone: State 7847; Guy S. Osborn. Inc.
332 So. La Salle St.: Phone: Wabash 2770: Charles H. Ravell, Financial Advertising

NEW YORK

Room 1200. 41 Park Row

Phone: Cortland 0504-5: F. St. J. Richards

DETROIT

3-241 General Motors Bldg.

Phone: Empire 7810: Jos. R. Scolaro

SAX FRANCISCO

First National Bank Building
C. George Krogness

LONDON

Dorland Agency. Ltd.

16 Regent Street. S. W. I

ADVERTISING AND SELLING

August 11. J 926

Absorbable

IV tlie various industrial papers
were more thoroughly under-
stood by all space buyers what a
shifting of appropriations there would

be!

A lot of pompous publications
would droop: some would go out of
business; others would largely and
rightfully gain and a general magazine
or two would be bereft of some highly
technical accounts.

When the smoke of the small rev-
olution bad lifted manufacturers
would find themselves in a cleaner
atmosphere and a sounder advertising
position.

But, sit tight! It will be years be-
fore this revolution materializes.
Progress is in that direction but it
moves slowly.

The fact is — and it's natural enough
— the average advertising man cannot
read industrial papers with any great
interest nor with any such degree of
intelligence as that manifested by the
men for whom they are edited.

An article on how to provide for
one per cent of greater economy in the
generation of power may be Greek,
Latin and boredom to the space
buyer; but. to the plant executive!
Well, it's dollars and sense and ripe
romance to him.

So, much space is bought on cir-
culation statements, reputation, bulk,
bunk and what the competitor does.

None of those things indicates the
actual advertising value of the paper.
The one which is advertisingly golden
is that which publishes articles which
are both helpful and easily ABSORB-
ABLE.

That last word is probably unknown
to the dictionaries, just as it seems to
be unknown lo many industrial
editors who love their heavy meals.

Bin. when you make your paper
valuable and digestible, you make
READERS instead of dyspeptics.

To recognize that element is the
hall mark of a I rue -pace buyer.

&.£

lor

imh w/;/ ii nm

61)8 .So. Dearborn Street
C.hirtiiui, III.

Vnchoked by isms and oloaies. Industrial
Power breathes the spirit pro Heal ser-

vice which is the essence of helpfulness.
42.000 industrial plants the
welcome it.

As a Man Thinks

A man whom I have known almost
all my life spent an evening with me,
recently.

His career, until a few years ago,
was one of almost uninterrupted suc-
cess. Then he "stubbed his toe"; and
in the course of a couple of months,
saw his $20,000 a year salary and sub-
stantial stock interest in the company
with which he was connected, vanish.
To say he was stunned is to under-
state the case. Yet never did he admit
that he was beaten. Somehow or other,
he has managed to keep his head above
water. Somehow or other, he has kept
alive his faith in himself.

It looks now as though his courage
would be rewarded. When I talked
with him last, he was as gay as a boy.
His old-time confidence in himself had
not abated. It is contagious. I, who,
six months ago, was inclined to regard
him as a failure, now think of him as a
man whose best years are still to come.

High Sounding \ames

If you feel that you "just must"
write a novel and are worried about
the names which your principal char-
acters should bear, visit Macy's and
make half a dozen trips in the elevators
in the rear of the store. You will find
in them as fine an assortment of high-
sounding names as you can imagine —
those of the elevator operators who
"have pledged themselves to courtesy
and service." Colored men though
they are, they have names which read
as though they had been taken from
"Burke's Peerage" or the last issue of
the Social Register — Douglas this.
Llewellyn that and Ivan something
else.

II hat tin- Public Wants

Sixty or seventy years ago, a gifted
Frenchman wrote a book in which he
told the pathetic story of four dwellers
in the land of Bohemia. I've read the
book. I hope to read it again.

In more recent years, an Italian used
this story as the basis for an opera.
I've heard it a dozen times. I hope to
hear it a dozen times more.

Still more recently, certain men — I

shan't mention their names — produced
a certain motion picture to which they
attached the name of the opera. I've
seen it; or rather, I've seen part of it,
for I left the picture palace wherein
it was exhibited before it was ended.
Of the original story hardly a trace
remains. It was good enough, when
written, to earn fame for its author.
Forty years later, it was good enough
to appeal to one of the great masters
of melody as the sort of thing 'round
which to weave a musical setting of
unusual beauty. But all this meant
nothing — less than nothing — to the
master-minds of Hollywood. They
know what the public wants. As for
the man who wrote the story — what
you kicking about? He's dead, ain't
he?

Why Hasn't He Got It?

Among my acquaintances is a man
whose earning-power, if it were charted,
would look like this:

YEARS'

1921

1922

1923

192*

1925

1926

LU $20,000

— NOTHINC

For two or three years in succession
his income is in the neighborhood of
$20,000 a year. Then something hap-
pens and his income gets 'round about
zero. In his good years he lives like a
prince. In his lean years —

At luncheon, a day or two ago, this
man said to me, "If I had two thousand
dollars, I'd — "

Why hasn't he got it ? Though he
was not continuously employed, he
earned during 1924 and 1925 about
$30,000. Apparently very little of it
"stuck."

Masterpieces

Let me again compliment Thos. Cook
& Son on the way they utilize the
radio. Their travelogues, broadcast
through WJZ, every Tuesday at 10
p. m., are masterpieces. I am no radio
enthusiast, but I make a point of listen-
ing in when Cook & Son are on the
air; and so, I am sure, do thousands
of others.

The musical background, the voice of
Clink's representative, the things he
tells — if all radio advertising were
like this, it would be good, indeed.

Jamoc.

August 11, 1926

ADVERTISING AND SELLING

yfifrv

/jCJ monc the varied accounts whose Outdoor

d*S 1/ Advertising is placed by their advertising

agencies through the National Outdoor Advertising

Bureau, are those of 174 manufacturers of food

products.

These are among the experienced and successful
advertisers who have proved to their own satisfaction
the advantage of having their Outdoor Advertising
placed by the agency which, as their advertising
counselor, handles their campaigns in their entirety.
Any advertising agency which is a member of the
National Outdoor Advertising Bureau can give you
complete information and efficient service in Outdoor
Advertising.

National Outdoor Mvcrtising Bureau

tHCORDOBATBQ

An Organization Providing a Complete Service in Outdoor Advertising through Advertising Agendas
1 Park Avenue, New York General Motors Building, Detroit 14 East Jackson Boulevard, Chicago

ADVERTISING AND SELLING

August 11, 1926

Slumping— UP!

July was the biggest
July — and August was
the biggest August —
in Oral Hygiene's
sixteen years' history.

Reason; results
ORAL HYGIENE

Every dentist every month

1116 Wolfendale Street, N. S.

PITTSBURGH, PA.

CHICAGO: W. B. Conant, Peoples Gas Bldg.,

Harrison 8448
NEW YORK: Stuart M. Stanley, 53 Park Place

Barclay 8547
ST. LOUIS: A. D. McKinney, Syndicate Trust

Bldg., Olive 43
SAN FRANCISCO: Roger A. Johnstone, 155

Montgomery St., Kearny 8086

Just Out

"Business
Correspondence
Handbook"

Edited by
JAMES H. PICKEN, M. A.

Lecturer in Advertising. School of
Commerce, Northwestern Univer-
sity; Counselor in Direct Mail
Advertising

RIGHT out of the experiences of successful
firms mailing literally millions of letters
annually, the author shows — with numer-
ous examples of actual letters arranged by type
of business ; with specimen paragraphs, with
many charts and tables — just how to make your
own business correspondence pay larger divi-
dends. Standard types of letters that pay best
— actual working methods of America's MAS-
TER letter writers — and definite formulas for
writing letters — are set out in detail.

A Real Desk Partner

This unique correspondence handbook will pay
profits in daily use — it is a real desk partner.
250 letters, charts, and tables. 836 pages. Mail
thr handy coupon below today noir .'

....... EXAMINE FREE -------

A. W. SHAW COMPANY

Cass. Huron and Erir Streets, Chirtutn

Pleaie lend me, on approval, your new B3B page

Hindb >ok," cilltc<l

by 5 ami B PI I i n, flexible binding, (cold tamped

within ftvi ; > Boelpt, I'll and pou IT. 50,

plus few rent* for mail return Hie

book. \ a m

NAME ...

Please print plainly)

BTBBET & NO

(Plcaie print plainly)

CITY. * STATE

FlllM

(Canada and Foreign, $«-25. cash wrth order.)

Small Town Is
Spreading Out

[CONTINUED from page 21]

"I have told our board of directors,"
relates this officer, "that our city, as
well as hundreds more, has been caught
napping. On every highway entering
the city we have sign-boards that an-
nounce 'Welcome to Bigville' and every
exit invites them to 'Come Again.' It's
wasted courtesy on our part, for the
people just drive through town. Our
'Welcome' and 'Thank You! Come
Again' was a bit of originality a few
years back, but I've told our directors
that the little gasoline pump along the
road has put Bigville off the map. The
most welcome sign to a motorist is the
'Comfort Station,' and if our merchants
don't look sharp, those wayside places
will be selling shoes and clothing along
with groceries and hardware and drugs.
Our word of welcome is a hollow thing,
a joke, and all because Bigville has
made no provision to supply the one
biggest want of the motoring public.
There's no use in false modesty. The
department store recognized a need
and used it to draw patronage; and
now comes the roadside merchant with
the same psychology. He's pocketing
the trade of the out-of-town customers
that all our retailers want. It's trade
that comes but once. Unless we sell
them their wants as they drive through
town they're gone forever. And, an-
other very important thing, it's cash-
over-the-counter trade."

MOTORING, whether for an after-
noon's ride or a week's outing,
takes the people outdoors. Humorists
and the comic sheets have repeatedly
portrayed the perplexities of the family
in trying to find, as they drive along at
thirty-five miles, a spot suitable for
their picnic lunch. This problem is,
however, fast being solved by wayside
merchants who are bordering main
highways with invitations of 'Free pic-
nic tables," "Enjoy your lunch under
our maple trees" or "Shade trees, good
water and tables one-half mile ahead."

The highway commissions, too, have
used their funds to the same end. New
York, as one example, but as only one,
has dotted its thoroughfares and the
back-country roads ith open fire places
of stone and cement, each equipped
with permanent supports for kettle and
skillet. To add to the inviting nature
of these spots, a pile of fresh wood
stands close to the fire place, and, not
too far away to escape the passer-by's
eye, may be glimpsed a faucet with
running water, an incinerator for re-
fuse, and, screened by the bushes, fur-
ther accommodations for comfort. Rare
indeed is a grouping of these facilities
near which some enterprising citizen
has failed to open up a filling station
with side-line supplies of food, bever-
ages and motoring necessities.

A tremendous contrast such a place
makes to the "Welcome" of the ordi-

Yottr Gnynmer Campaign
with Trade Publicity
fir Sample Qfiet address:
KNIT GOODS PUBLISHING CORP

9> Worth Street New Vbrk Cjty

■ninwningn»ainmiimmmiirTnraM)lnimTminmiiiimnmiinimy"'ii»miii«rni

Be sure to send both your old and your new ad-
dress one week before date of Issue with which
the change is to take effect.

Folded Edge Duchine and Fibre Signs

Cloth and Parafjine Signs

Lithographed Outdoor and Indoor

Displays

THE JOHN IGELSTROEM COMPANY
Massillon, Ohio Good Salesmen Wanted

Jewish Daily Forward, New York

Jewish Dally Forward ta the world'B largest Jewish
dally. A. B.C. circulation equal to combined total
circulation of all Jewish newspapers published. A
leader In every Jewish community throughout the
United States. A Home paper of distinction. A
result producer of undisputed merit. Carries the
largest volume of local and national advertising.
Renders effective merchandising service. Rates on
request.

Only Denneut .
Canadian AdvertiSin

C^""*^ z) You cannot effectively pTace your

Canadian Advertising by merely

consulting a Newspaper Directory. You

need an Advertising Agency familiar

rlth "on the spot" condition. Writ*.

rA*J-DCKNE ^company Itd-J

Reford Bldt TOHOKTO.

A.B.P. and A. B.C.
Published

I ..... .ii ■•hi I.

Bakers' Helper has been of practical
Bervlce to bakery owners for nearly 40
years. Over 75% of Its re.'iili'rs renew
their subscriptions by mall.

New York Offic.
17 E. 42nd St.

*31 S. DEARBORN ST.,
CHICAGO. ILL.

Tjfie. ZBooKj

A WESTVACO SURFACE FOR
EVERT PRINTING NEED

yright 1926 West Virginia Pulp (3 Paper Company

See reeersc side /or list or distributors

The Mill Price List Distributors of

WESTVACO MILL BRAND PAPERS

The Chatfield & Woods

Company

20 W. Glenn Street, Atlanta, Ga.

The Arnold-Roberts Company

Augusta, Me.
Bradley-Reese Company

308 W. Pratt Street, Baltimore, Md.

Graham Paper Company

1726 Avenue B, Birmingham, Ala.

The Arnold-Roberts Company
180 Congress Street, Boston, Mass.

The Union Paper & Twine

Company
Larkin Terminal Building,
Bufalo, N. Y.

Bradner Smith & Company
3^3 S. Desplaines Street, Chicago, III.

West Virginia Pulp & Paper

Company
732 Sherman Street, Chicago, III.

The Chatfield & Woods

Company

3rd, Plum & Pearl Streets,

Cincinnati, 0.

The Union Paper & Twine

Company

116-128 St. Clair Avenue, N. W.

Cleveland, 0.

Graham Paper Company
1001-1007 Broom Street,Dallas, Texas

Carpenter Paper Company

of Iowa

106-112 Seventh Street Viaduct,

Des Moines, la.

The Union Paper & Twine

Company
551 E. Fort Street, Detroit, Mich.

Graham Paper Company
201 Anthony Street, El Paso, Texas

Graham Paper Company

J002-1008 Washington Avenue,

Houston, Texas

Graham Paper Company

332-336 W. 6th Street, Traffic Way,

Kansas City, Mo.

West Virginia Pulp& Paper Co.
na East 7th Street, Los Angeles, Cal.

9%e

Mill Rice List

°Velvo -En amel
tMarojiette Enamel

Sterling Enamel

cWstmont Enamel

"Westvaco Folding Enamel

Pinnacle Extra Strong
Embossing Enamel

°Westvaco Ideal Li tho.

°Wstvaco SatinWh ite
Translucent

°1M>stvacoCbatedTostCard

ClearSpringSuper

ClearSpringEnglishFinish

C/earSpring Te^t

c~Jfestvaeo Super

VtestvacoMF

"Wstvaco Eggshell

SMmerroBond

Origaltriting

Vfestvacojffimeograph

Vfestvaco IndejcBristol

"IfestvacoPost Card

Manufactured by

WEST VIRGINIA PULP
& PAPER COMPANY

The E. A. Bouer Company

175-185 Hanover Street,
Milwaukee, Wis.

Graham Paper Company

607 Washington Avenue, South,

Minneapolis, Minn.

Graham Paper Company

222 Second Avenue, North

Nashville, Tenn.

The Arnold-Roberts Company
511 Chapel Street, New Haven, Conn.

Graham Paper Company

S. Peters, Gravier & Fulton Streets,

New Orleans, La.

Beekman Paper and Card
Company, Inc.

137-141 Varick Street
New York, N. Y.

West Virginia Pulp & Paper
Company

200 Fifth Avenue, New York, N. Y.

Carpenter Paper Company
9th & Harney Streets, Omaha, Neb.

Lindsay Bros., Inc.

419 S. Front Street, Philadelphia, Pa.

The Chatfield & Woods

Company

2nd & Liberty Avenues,

Pittsburgh, Pa.

The Arnold-Roberts Company
86 Weybosset Street, Providence, R. I.

Richmond Paper Company,
Inc.

201 Governor Street, Richmond, Fa.

The Union Paper & Twine

Company
25 Spencer Street, Rochester, N. Y.

Graham Paper Company
1014 Spruce Street, St. Louis, Mo.

Graham Paper Company
16 East 4th Street, St. Paul, Minn.

West Virginia Pulp & Paper

Company

503 Market Street, San Francisco, Cal.

R. P. Andrews Paper

Company

704 1 st Street, S. E., Washington, D. C.

R. P. Andrews Paper

Company

York, Pa.

August 11, 1926

ADVERTISING AND SELLING

nary city or town. It is impossible not
to set down the comments of a wealthy
man from Little Rock who motored to
the Yale Commencement with four in
his car.

"After the first day or so," is the
experience of this gentleman in his
own words, "we never stopped in a
town except at night for lodging. It
was a revelation to me to see how im-
possible every town makes it for the
tourist to spend a cent. That sounds
pretty raw, but it's the truth.

"Drive into any town. The down-
town streets are parked full. If you
see a place to get in, when you slow
down you confront a fire plug. If it's
not that, it's a no-parking sign; if it's
not that, it'll be one telling you the
space is reserved for taxis or buses
only. By the time we'd driven around
a block or two in the hope of parking
the car, we'd just give it up and drive
on to the next place. We didn't want to
leave the car, with our stuff inside, on
some back street in the trucking dis-
trict; and we didn't want to walk six
or eight blocks to a restaurant or hotel.

"Then, in desperation, we stopped at
an attractive lunch place in the coun-
try. We had soup, sandwiches, baked
bananas and as good coffee as anyone
wants. The place was clean; we had
a chance to wash our hands; and the
bill was $1.40 for the four of us. The
whole thing took less than forty min-
utes, while if we had stopped in a town
it would have taken that long to park
the car and inquire for a fit place to
stop.

"That settled me. I quit studying
the Blue Book to see where we should
eat. When the family began to yell, I
could always find a good-looking place
in a few miles. For the rest of our trip
to New Haven and back, we never ate a
lunch in a town. I bought mighty little
gas or oil in the towns, and the odds
and ends the family bought from those
places was astonishing — not tom-fool
things but just little things they would
be wanting from day to day.

"For me, the experience was a reve-
lation. It has changed motoring for
me. I can laugh at the towns and their
obsolete, illuminated sign-boards of
'Welcome,' for they don't mean a thing
to me. All I want of the towns on my
route is the green light on the traffic
post."

EVEN large cities suffer. As an in-
teresting illustration, Cleveland
may be cited. That city was the original
"Sane Fourth" community, and for near-
ly twenty years the sale of fireworks
and firecrackers has been rigidly pre-
vented, with the result that use of them
has been effectually controlled. All
this movement, however, has been
largely nullified by the roadside sale of
the forbidden merchandise. In 1925
there sprang up numberless amateur
merchants, along roads outside the city
limits, who handled the contraband
goods for ten days before July the
Fourth.

In the present year the practice has
been unbelievably expanded. Small I

Coverage in Buffalo That
is Definite and Absolute

In a single effort The Buffalo Courier-Ex-
press gives you a coverage in Buffalo and
adjacent territory that is definite and abso-
lute. The necessity of using two newspapers
to reach the same people is now a thing of
the past.

This consolidated newspaper stands alone
in the morning field — a powerful paper giv-
ing you maximum impression at a minimum
cost. There is no guess-work about it.

Also there is a metropolitan Sunday news;
paper, The Buffalo Sunday Courier-Express,
which will carry your message to the largest
audience reached by any paper in New York
State outside of New York City.

fcJhlO -Bo* firwifafxr

Express

Lorenzen & Thompson, Incorporated
Publishers' Direct Representatives

Chicago

New York

San Francisco

Seattle

TESTIMONIALS

Speaking of testimonials, here's one we appreciate :
"/ don't see how you do it. Our photostats are back
almost before ire realize the letters have been turned
over to yt/u. Real service."

Let us prove that for you. You want photostats when
you want 'em. We get them to you.

Commerce Photo- Print Corporation

ou ftiaiaen Lane Ne» York Citi

<:<

EK» »<»«'«

r
0

At the conclusion of
each volume an in-
dex will he published and mailed
to you.

MOTEL ^

lEMPIREJ

New York's newest and most
beautifully furnished hotel -
accomodating 1034 Quests

Broadway at 63- Street.

-vJVTH PRIVATE To
^ $252 0/^.

ROOM WITH PRIVATE BATH-
$350

ADVERTISING AND SELLING

August 11, 1926

Rate for advertisements inserted in this department is 36 cents a line — 6 pt. type,
charge $1.80. Forms close Saturday noon before date of issue.

Position Wanted

Help Wanted

Here's some general manager's opportunity to
get a key man of unusual experience. He claims
ability to bridge the gap between dealer and con-
sumer, the bug-a-bear of distribution. He has
successfully filled the advertising chair of one
of America's biggest institutions, and was made
merchandising manager through this ability to
get the goods off the shelves.

This knowledge was gained through actual
contact with the dealer. In this work he be-
came closely associated with the jobber's sales-
men's problems. Made good friends with
company's selling staff too.

And his success is built on such a simple
idea. It's this — "Keep the dealer from switch-
ing YOUR sale."

He's 38, married, and American Born.

Address Box 409, Advertising and Selling,
9 East 38th Street, New York City.

PUBLICITY PRODUCTS
Advertising Specialty Salesman, character, ability,
address ; all advertising specialties ; prolific field ;
liberal commission, fullest cooperation free lance
and side line men. Litchfield Corp., 25 Dey St.,
New York.

New York City.

Advertising Salesman; character, ability, address;
advertising specialties ; prolific field ; liberal com-
mission, fullest cooperation. Litchfield Corp., 25
Dey St., New York.

Business Opportunities

Single, 29-year old, high type, steady and reliable
young man, now secretary and treasurer of
prominent realtor company in exclusive Phila.
suburb, desires change.

Eight years' advertising agency (account ex-
ecutive, copywriting, space buyer, charge of
service and production, N. Y. Agency) and
N. Y. Times newspaper experience.

Open for only a really worth-while interesting
connection. Can meet people. Likes to travel.
Write Box 400, Advertising and Selling, 9 E.
38th Street, New York City.

Responsible employers in California or
Florida especially invited to respond.

SALES AND ADVERTISING EXECUTIVE
Able and experienced in applying principles and
meet in g problems in market analysis, promotion,
advertising and sales production. Successful
organizer and coach. Staples, specialties, service,
agency or manufacturer. Box No. 398, Adver-
tising and Selling, 9 East 38th St., New York
1

Multigraphing

Quality and Quantity Multigraphing,

Addressing, Filling In, Folding, Etc.

DEHAAN CIRCULAR LETTER CO.. INC.

120 W. 42nd St.. New York City.

Telephone Wis. 5483

"GIBBONS knows CANADA"

TORONTO

J. J. Gibbons Limited. Adverlirint Atenls
MONTREAL

WIN NIP EC

tons in outlying communities have
taken to fireworks, but their volume is
small compared with what has been
sold through roadside outlets. Tents
been set up, rude counte»s have been
erected alongside the filling stations,
fruit stands have been converted into
fireworks stands, individuals have even
used front porches for the forbidden
merchandise. The volume has been so
great as to change Cleveland on the
national holiday from a place of quiet
sanity to just such a noisy city as
others are.

It has not been possible, from inter-
views with explosive makers, to sup-
plement direct observation, but appear-
ances suggest that the whole fireworks
industry has taken advantage of road-
side selling. Up and down the entire
country, in 1926, Fourth-of-July explo-
sives have been merchandised through
roadside selling as they never were be-
fore. No article, except gasoline itself,
has been (apparently) so generally
marketed through this channel. It has
not been possible to determine whether
this development is one fostered by the
manufacturers or whether, in each lo-
cality, it has been merely an adaptation
of roadside marketing to a commodity
that has always encountered sales ob-
stacles, due to insurance regulations
and municipal ordinances that apply to
established retail stores.

Probably no question is more repeated
by motorists than "How do all the thou-
sands of filling stations make a liv-
ing?" As one gives critical observation
to their operation, the answer becomes
clear. It might be phrased: "Not from
gasoline at all, but from the other
things they sell." So great, moreover,
has been their side-line selling that the
summer of 1926 is bringing to the high-
ways an incredible number of lunch-
ing places and roadside "markets"
without association with gasoline.

THE variety of roadside merchandise
is unbelievable until the motorist
examines in detail what is offered. Ques-
tioning will reveal the fact that tour-
ists and truck drivers constitute but a
part of the patronage, for, with sur-
prising regularity, these roadside ven-
dors will make some such statement as
"the neighbors come here for their
canned goods and butter" or "it's a
mile to the store and the store closes at
five o'clock and on Sundays, but we're
open all the time."

Unless the reader has done motoring
within a year, and unless he has ob-
served rather closely, he may question
the belief that roadside selling is a
threat to the town retailer's security.
To anyone who hesitates to believe that
motoring is thus bringing upon us a
certain "passing of the town," it is sug-
gested that he withhold judgment until
he makes observation for himself. A
revelation is in store for him. not the
least element of which will be the thou-
sands and thousands of individuals,
with capital so limited as to be nearly
non-existent, who are embarking on an
independent business.

The opportunity for independence is

Aiipust 11, 1926

ADVERTISING AND SELLING

afforded on the open roads, where city
rents are avoided and expensive build-
ings are not needed; where overhead
is rendered negligible because the pro-
prietor is also the owner; and where, if
help be employed, a member of the fam-
ily may suffice. The same independence
of "my own business" has brought
upon us a host of new "merchants"
who are small today but who, with
motoring millions to buy for cash, do
indeed threaten a "passing of the
towns" to a limited extent.

The Maverick Science

By W illiam Edwards Cameron

OFTEN we hear the advertising
business defined as an intangible
quantity lacking in stability. Many
refer to it as being not an exact
science. A little sober thought should
persuade us that it has as much claim
to exactitude as have numerous other
sciences, for it represents obedience to
the old maxim, "Live and Learn." It is
based upon a rather sound knowledge
of human impulses and action.

Compare it to the insurance busi-
ness, which pivots on the mathematics
of the actuary, whose statistics are
based upon what the years have taught
him. He is not guessing, he is con-
cerned with the book of experience, and
every policy written is the expression
of faith in the law of the expectation
of life. It is the same with the fire
insurance policy. The law of averages
prevails.

And compare the advertising busi-
ness to medicine, upon which man places
almost unlimited reliance. How exact
is it in diagnosis and treatment?
Patients turn from one physician to
another, trusting to the end that they
will be cured. The medical practitioner
bases his activities upon study and
what the years have taught him
through observation. When the rela-
tives of the departed call the under-
taker, the physician is not held blame-
worthy for what he knows not.

In law the winning of a case depends
not upon a statute, civil or criminal,
but upon its interpretation by a justice
or a jury with findings prompted by
evidence. Many a murderer has gone
scot free because of a technicality which
riddled the very intent of a statute
framed for society's protection. There
is no more certainty in action at law
than there is in action in advertising.

Advertising is predicated upon law
— the law of concentrated human
action, sometimes called the buying im-
pulse. It is actuarial in quality because,
broadly speaking, it is concerned with
the expectation of sales, which is quite
as exact a quantity as the conclusions
of the insurance actuary. Business-
wise, it has to do with diagnosis and
remedy. It involves as much of pre-
science as do any of the "exact"'
sciences.

The patient of the physician and the
client of the lawyer accept the pro-

Gas Age -Record

The Spokesman of the Gas Industry'

l.l. i ft

•Z&HlZMt?

A«^a7t££

■st&

ADVERTISING AND SELLING

August 11, 1926

Both Sells Your Prospects
and Creates New Ones

li both the prospects created by your publicity
and the people on the streets were told, all day and
into the night all the year round at low cost, where
they can see and buy your product —

It is a certainty that your sales would greatly in-
crease.

The Flexitime electric day-and-night sign, at your
dealers, is the proven answer.

Why not have us submit a sketch of your trade
name or mark as a part of a Flexlume, also success-
ful plan for getting your dealers* co-operation? No
obligation.

We also build exposed lamp and
other types of eteitn^ .\.y(lJ j0r
those who prefer or require them.

FLEXLUME CORPORATION

1460 Military Road

Buffalo, N. Y.

TLEX LUMp

I ■ CORPORATION \rnrn.

S& STANDARD
ADVERTISING
REG^ISTEIC

Gives You This Service :

1. 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 1500 advertising agen-
cies, their personnel and
accounts of 600 leading
agencies.

4. The Geographical Index.
National advertisers ar-
ranged by cities and
states.

5. Special Bulletins. Latest
campaign news, etc.

6. Service Bureau. Other in-
formation by mail and
telegraph.

Write or Phone

National Register Publishing Co., Inc<

R. W. Ferrel, Mgr.
15 Moore St. New York City

Tel. Bowling Green 7906

No
Useless
Details

ALL of Oil Trade is usable.
It knows the pulse of
the industry and is constantly
in touch with and concisely
and accurately analyzes for
its readers all of the new
methods and practices, the
fundamental and economic
problems of the industry.
This intelligent editing ex-
plains Oil Trade's wide dis-
tribution among the buying
executives, also the reader in-
terest which gives advertisers
such good results.

Send for our booklet "More th, .

from the Oil industry."

i%.

©M.Trad®

Including Oil Trade Journal ami Oil News

350 Madison Ave., New York
Chicago Tulsa Los Angeles

Publishers of Fuel Oir.

nouncements of both because they feel
that they know little of either subject.
They do not relish the medicine nor
like the opinion of the attorney. They
follow prescription and advice because
tradition, and tradition only, has estab-
lished confidence as a wholesome re-
spect for a none too accurate knowl
edge.

Mental "static" precludes this con
fidence in advertising, though it is
really as sound and as exact as any
other human activities tinctured by
speculation — as most of them are.
Advertising is scientific business mo-
tion governed by what we have learned
over the years. Those in the adver-
tising business have devoted those years
to learning its motivating laws —
obviously more thoroughly than could
those who have devoted their lives to
mastery of their own business.

In the comparatively short time that
it has existed, advertising has given
a good account of itself — a better one
than have some of the accepted exact
sciences. That it is specifically in-
tangible, seems to be a rather loose
statement. Why should we continue to
agree with it? As a matter of fact,
there are those concerns who are spend-
ing large sums for representation in
the publications and, though hyper-
critical of it, have never tried adver-
tising. In innumerable cases of the
kind, it is caprice which makes this
science inexact — -not the advertising
man.

"Going In" for Adver-
tising

[CONTINUED FROM PAGE 25]

It is true that every year the uni-
versities turn out a plentiful crop of
graduates in the learned professions;
despite the fact that there aleady ap-
pear to be more than enough physi-
cians and lawyers to go around. Many
of the youngsters get to the top of
crowded professions quite rapidly,
while the old-timers continue merely
to eke out a bare existence. Real
ability can generally win almost any-
where if it gets an opportunity.

But there's the rub. Opportunities
in the law and medicine present them-
selves more frequently than in the ad-
vertising business; or, rather, they may
he more readily grasped. One cele-
brated case may seat an obscure law-
yer in Congress, the Senate or the
Governor's chair. Two or three suc-
cessful operations may transform a
country doctor into a famous specialist.

On the other hand, the most unique,
original and forceful advertising plan
with all the pulling power of a ten-ton
truck may be refused consideration if
the genius who has conceived it has
to have it approved by some superior
who lacks the courage or the judgment
to adopt it.

So it isn't by any means sheer ability
alone that counts most in the adver-
tising business; nor is it the oppor-

August 11, 1926 ADVERTISING AND SELLING

NEW

lS{ew York
Sunday Isfews

ROTOGRAVURE

beginning October loth, 1926

Sweeney has

a new dress suit!

(it's brown}

ADVERTISING AND SELLING

August 11, 1926

Tell It To Sweeney

— in News Rotogravure I

Experienced editorship

The News was the first and is the most success-
ful of all current pictorial tabloid newspapers.

The world's finest pictures

From the crack staff of The News, and from the
fourteen branch offices and fifteen hundred resident
correspondent cameramen of Pacific & Atlantic
Photos, The News-Chicago Tribune international
picture syndicate — affording exclusive selection
of the best news and feature pictures available.

Exclusive features

To add new interest toan already unusuallv interest-
ing and attractive metropolitan Sunday newspaper.

Highest visibility

Rotogravure presentation on the thousand agate
line tabloid page.

Strongest reader interest

This new Rotogravure section will be the most
attractive all-picture part of the tabloid size,
pictorial Sunday News.

Printed by Art Gravure

One of the largest independent producers of fine

gravure printing in the United States. The Sunday

Rotogravure will be their largest run.

Special stock

Standard forty-five pound rotogravure paper, the
best rotogravure stock available.

Late closing

Advertising deadline is only fifteen days before
date of issue — third preceding Saturday.

Lowest cost

Rotogravure advertising at the lowest millinc
rate in the country — only one-third more than
regular black and white Sunday N\

CIRCULATION

in excess of 1,200,000

Approximately 75* ,' city and suburbs

LOWEST ROTO MILLINE
Rate in America

Per line, one time . . . $2.00 millmt SI. 66

5,000 lines or 13 insertions 1.90 millmt 1.58

10,000 lines or 26 insertions 1. B0 millmt 1.50

May 1921 — 187,367

May 1922 — 3.^,664

May 1923 — 573,521

May K)2A — 772,326

May 1925 — 1, in, Satj

May 1926—1,242,803

<r^nth<n>

FIRST published in May 1921, the Sunday News has
had the most remarkable growth of any newspaper,
daily or Sunday, in this country. Within five years, its
circulation had become the largest in America! ■* "8 And,
note this — every advertiser in the Sunday News has always
received a huge excess of circulation never charged for
in the rate he enjoyed! The average annual increase
has been about 200,000 copies throughout its five years
of publication. Such growth gives value all out of pro-
portion to card rates! Such growth is also an indication
of the interest and attraction that this paper has to an
ever growing public. * *• To the advertiser concerned
with getting value from his advertising in the face of
voluminous competition, the Sunday News has been a
welcome and profitable development ** *&' To this
already established and provedly profitable medium, add
ROTOGRAVURE, the finest rotogravure available — and
it is obvious that circulation will increase beyond past
records, that advertising value will eclipse previous
measures! *' *: This new section offers the surest, most
certain, most economical and least wasteful means of
advertising effectively to the New York public plus a
good additional share of national circulation "V- °% Keep
this new medium well in mind in the consideration of
all coming schedules!

THE 3 NEWS

New York's Picture Newspaper

Tribune Tower, Chicago 25 Park Place, New York

■>

August 11, 1926

ADVERTISING AND SELLING

tunity for the introduction of brilliant
ideas. What really counts is the abil-
ity to "sell" ideas to the autocrats who
direct the disbursement of the adver-
tising funds.

Some years ago a gentleman pre-
sented a plan for an advertising cam-
paign to a concern that was spending
a great sum of money for copy of the
usual garden-variety type. The plan
proposed was original, daring and
cleverly humorous; yet containing a
sales appeal that could not be missed
if the copy were read, and this was
practically assured by its fundamen-
tally original quality. The client looked
over the plan, complimented the au-
thor, admitted the originality of the
scheme and — turned it down. It was
too radical a departure and the ad-
vertiser lacked the courage of a
pioneer. Since then the idea embodied
in that plan has been successfully em-
ployed by many advertisers, but the
man who first thought of it is not
writing copy now. He is occupying a
chair in a large university, where he
presides over the department of ad-
vertising and sales.

One cannot "go in for advertising" as
one does for a swim. It isn't a "game"
but a very serious business; requiring
special fitness and certain natural
qualifications in addition to the ability
to write good English.

Agencies Vs. Direct
Mail

[CONTINUED FROM PAGE 34]

deal of inefficiency and cock-sureness.
It would appear that the bill of com-
plaints which direct mail enters against
agencies is psychologically one of the
worst moves it could possibly make. It
constitutes poor tactics and lamentable
diplomacy in that it impairs the pub-

j lie conception of all advertising.

The Divine Creator of Advertising

; Agencies knows that I have no bigoted
reverence for these institutions in what
passes for my mind, nor do I think that
they constitute all seven of the Seven
Wonders. But the spectacle of direct
mail, with all its imperfections on its
head, so nonchalantly assaulting the

; record of these agencies is an infallible
gorge-raiser with me.

The advertising agencies, I am
sure, will not be disposed to toss nut-
turners into the anatomy of direct mail
when it has demonstrated its full stat-
ure and outgrown its risky adolescence.
But direct mail has not been content
to bide its time. It wants to elope with
the beautiful bride of advertising while
it's still under the age limit. Where
does it get the license? In this be-
havior it has exhibited notably more
lung power than brain power.

In its size-up of agency opposition I
am afraid it has been the victim of pro-
nounced paranoia. The sooner it re-
covers from this delusion, the better
for all concerned — and incidentally the

; better for itself on the score of agency
cooperation.

Are You Young-Minded?

read

ADVERTISING & SELLING

the magazine of the new trend in advertising

Are you successful . . . and on the other side
of forty? Do you know what the young chaps
in your office are thinking? Do you know what
they say after the conference?

Pretty young, some of it? Oh, frightfully! But
worth listening to, at that. For these fellows of
twenty, twenty-five, thirty are the coming men
in the field, and nowadays they ripen younger
every year. Think back, if you are not too old,
to the way you and your pals talked when you
were young.

Advertising & Selling
Has the Young Point of View

The young-minded men in the
business write for us. Some
of them may wear a neat gray
vandyke. like Mr. Calkins, but
their eyes are open on the
world and their minds flexible
and fresh. They don't dodge
facts. They aren't afraid of
sacred cows. They even enjoy
a bit of a shindy on a moot
point.

That's why young men in the
business, talking among them-
selves, so often sav. "Did vou

see so-and-so's article in Ad-
vertising & Selling?" and burn
a lot of good tobacco in the
ensuing discussion. . . . You
need to know what they're
talking about, even if you
don't agree with it.

For every man over forty
needs to guard against har-
dening of the arteries, mental
and physical. And the moment
a man says, "Oh, I know all
about that!" when a new
proposition is put up to him,
that man is mentally dead.

Take Inventory of Your Prejudices

Have you settled a bit into your job? Do you find yourself
taking a regular point of view? Have you certain set slants
on how to build a piece of copy or a campaign? Do you object
violently to the new art? Have you the tempo of the younger
generation? Are you sure you have?

Try a subscription to Advertising & Selling. If you don't agree
with our articles, start a fight. We'll promise you a fair field,
and an elegant run for your money. Sign, tear off and mail the
coupon now.

ADVERTISING AND SELLING

9 East 38th Street, New York Citv

Canadian, $3.50
Foreign. $4.00

Enter my subscription for one year.

U Check for 83.00 is enclosed □ Send bill and I will remit promptly

Name Position

Address Company

Stnte

ADVERTISING AND SELLING

August 11, 1926

l 9 11

St?

N^j

£]

Planning the Industrial Campaign

This is the open season for cam-
paign planning.

Naturally, each product has its
own set of conditions, but in the
case of practically every article
coming under the heading of "in-
dustrial 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 campaign can be spread out. It
takes a certain amount of effort to
make an impression on a prospec-
tive buyer. Anything less than
that is waste.

The relative size of the industries.

Other things equal, the bigger the
industry, the bigger the market.
(The textile industry ranks sec-
ond.)

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 indus-
try is confined to about 6,000 mills.)

The relative merits of publications
serving the industries. Textile
World and its allied publications,
the Official American Textile Di-
rectory and the Consolidated Tex-
tile Catalog, are designed to give
complete coverage of this entire
industry. Three types of media
published by the same firm, used
in different ways and together
forming a blanket coverage. Add
to this our weekly sales service,
Textile Advance News, which
gives your sales force its day-to-
day leads, and you are all set for
the most intensive development of
America's second industrial mar-
ket.

It is more completely explained in
"How to Sell to Textile Mills."
which is yours for the asking.

TextileWnta

334 Fourth Ave., New York

M,,„ber V

WW M Mrmbrr

mill Kin. ill ,il ^k\

WM Atsorintfil Biutnesi

Circulations i

vw Paper*, inc.

«*©».

Issue of August 11, 1926

The NEWS DIGEST

A complete digest of the news of advertising and selling is here compiled
for quick and convenient reference §o The Editor will be glad to receive
items of news for inclusion in this department &► Address Advertising
and Selling, Number Nine East Thirty-eighth Street, New York City

CHANGES IN PERSONNEL

Name Former Company and Position

Harry S. Schott National Carbon Co., Inc., Ass't Gen

Sales Mgr.
Morris Einson Einson-Freeman Co., Inc., New York...

Vice-Pres.
Francis D. Gonda Einson-Freeman Co., Inc., New York...

Sales Staff

Raymond A. Lipscomb. Frank Kiernan & Co., New York

Hubert D. Levenson. . .1. Miller & Sons, Long Island City,

New York, Adv. Mgr.
Frank Ostertag Gustav Gruendler Mfg. Co., St. Louis

Ohio Mgr.

May Spear B. Altman & Co., New York

R. H. Smith Charles E. Merrill Co, New York

Pro. Dept.
Richard B. Gardner. . .Ass'n of Nat'l Advertisers, New York....

Executive Ass't to Sec'y
Clarence E. Anderson. .The Sherwin-Williams Co., New England..

Dept., Pro. Mgr.
Robert L. Gracemill. . .Holzwasser's, Inc., San Diego, Cal

Adv. Mgr.
H. D. Leopold Brunswick Balke Collender Co., Chicago..

Adv. Mgr.
Frederick Barrett C. C. Winningham, Inc., Detroit, Research.

and Media Executive

J. B. Evans Walker & Co., Detroit

Leonard E. Gessner. . . .Bauerlein, Inc., New Orleans

Business Mgr.
Richard C. Hay American Radiator Co., New York

Mgr. of Sales Training & Promotion
C. H. Gager The Welch Grape Juice Co, Westfield,...

N. Y, Ass't Adv. Mgr.
J. H. R. Arms Miller Rubber Co, Akron, Ohio

In Charge of Dealer Service

A. 0. Levy Larkin Co, Inc., Buffalo. Art Director. . . .

W. C. Sproull Burroughs Adding Machine Co, Detroit. . .

Acting Adv. Mgr.
M. E. Bernet Southwestern Bell Telephone Co,

St. Louis, Gen. Pub. Mgr.

C. L. Harrison Seattle Engraving Co, Seattle, Pres

Edgar W. Smith General Motors Export Co, New York....

Ass't Sales Mgr.
Irwin Steig C. B. Dolge Co, Westport, Conn,

Adv. Mgr.
E. T. Lark Gustav J. Gruendler Mfg. Co, Inc

St. Louis, Director of Sales & Adv.
Walter Clark Illinois Power & Light Corp, Chicago

Publicity Dept.

S. M. Kootz Biow Co, New York, Acc't Executive

C. A. Thien David Coleman Co, St. Louis, Sales Rep..

0. R. Pechman David Coleman Co, St. Louis, Pro. Mgr.

Paul H. Hildreth Rand Kardex Bureau, No. Tonawanda,..

N. Y, Adv. Mgr.
Levant H. Harvey Enterprise Oil Co, Inc, Buffalo, N: Y...

Adv. Mgr.
Paul S. Ellison Vacuum Oil Co, Inc, New York

Adv. Dept.
K. W. Partin Carolinas Auto Supply House, Charlotte,.

N. C.
A. B. Williams George Enos Throop, Inc. (Detroit Office)

Vice-Pres. and Mgr.
Frank M. Davis "The Merchants Journal and Commerce,"

Richmond, Va, Business Mgr.

E. M. Clasen Lord & Thomas (Los Angeles Office) Mgr

Milton Silberman "The National Retail Clothier," New York

Now Associated With Position

Same Company Gen. Sales Mgr.

Same Company Pres.

Same Company Vice-Pres.

Hazard Adv. Corp, New York Acc't Executive

Cramer Tobias Co, New York Sales Mgr.

Same Company Director of Sales & Adv.

Street & Finney, New York Fashion Accounts

Wheeler Reflector Co, Boston Publicity Mgr.

Scheerer, Inc, New York New York Mgr.

"Hunting & Fishing" and "National. .Director of Sales & Adv.

Sportsmen," Boston
Emporium, San Francisco Adv. Mgr.

Carry ola Co. of America, Milwaukee. Sales Executive

Same Company Outdoor Adv. Dept.

David R. Erwin Cadillac Motor Car Co, Detroit

M. St. John Brenon ..The Caples Co, Chicago, Acc't Executive.
Raymond A. Babcock. .The American Weekly, Inc, New York.

Arthur Nicolaus The Heil Co, Milwaukee, Ass't Adv. Mgr.

Howard Winton The Heil Co, Milwaukee, Adv. Mgr

C. C. Winningham Inc, Detroit Outdoor Adv. Dept.

Martin-Gessner, Inc, New Orleans ... Vice-Pres. & Treas.

Rice & Hutchins, Inc, Boston Gen. Sales Mgr.

. Same Company Adv. Mgr.

.Edwards, Ewing & Jones, Inc Mgr.

(New York Office)
.J. W. Clement Co, Buffalo Art Director

■ Same Company Adv. Mgr.

.Wabash Railway, St. Louis Gen. Adv. Agent

.Retired

.Same Company Ass't to Vice-Pres.

.Erie, Inc, New York Adv. & Sales Mgr.

.Twinplex Sales Co, St. Louis Adv. Mgr.

.N. Shure Co, Chicago Adv. Mgr.

.George L. Dyer Co, New York Acc't Executive

.Painted Displays, Inc, St. Louis Partner

.Adams, Hildreth & Davis, Inc Pres.

No. Tonawanda, N. Y.
.Adams, Hildreth & Davis, Inc Acc't Executive

No. Tonawanda, N. Y.
• Brunswick Balke Collender Co Adv. Mgr.

Chicago

■ Imperial Life Insurance Co, Ashe-. .Adv. Mgr.
ville, N. C.

.The Williams-Detroit Outdoor Adv... Pres.

Agcy, Inc, Detroit
Resigned

"Motograms," Los Angeles Gen. Mgr.

.1. Miller & Sons, Long Island Chv...Adv. Mgr.
N. Y.

Same Company Ass't Director of Adv.

MacManus, Inc, Detroit Acc't Executive

Dan Carroll, New York Sales Staff

Same Company Adv. Mgr.

Same Company Gen. Branch Mgr.

ADVERTISING AND SELLING

August 11, 1926

"Many businesses die or
languish because the world
does not stand still. People
change and grow. They pass
on and give place to others. All
advertisers know this but many
of them do not direct their sell-
ing policies accordingly. And
quickly they become almost for-
gotten successes of another day."

From an editorial in "Printers'
Ink."

'Bustles and
Jfyg-o '-JMutton Sleeves

If fashion dictated only to the older generation, it's easily conceivable
that women would still wear bustles and leg-o'-mutton sleeves; that men
in sartorial splendor, would adorn themselves with periwigs and lace
ruffles.

The older generation looked on with grave foreboding when fashion
demanded short skirts. But impressionable youth, finding that knee-
length skirts contributed to their comfort and freedom, unanimously
adopted the short skirt.

Over a half-million members of this aggressive, keen, younger element
— young married couples, young men and women who work in offices,
in stores, in factories, and who spend as they earn — buy SMART SET
every month.

Realizing that people change and grow, that old markets die out and
new markets appear, you must appreciate that the younger element is
the new buying element and that SMART SET represents this new
market.

You can reach 500,000 buyers in this aggressive new market, the
SMART SET market— at the price of 400,000 net paid— $2.00 a
line, $850 a page, an extremely low rate which carries a large bonus.

If you are selling merchandise that contributes to beauty, comfort,
freedom, or happiness, you will find, as other advertisers have found,
that the SMART SET audience will be your buyers for —

The younger element is the buying element of today and of many
tomorrows.

'MLT

R. E. BERLIN, Business Manager

119 West 40th St., New York
Chicago Office, 360 N. Michigan Ave.

August 11, 1926

ADVERTISING AND SELLING

A dvertising
& Selling

♦ The NEWS DIGEST •

Issue of
A ug. 11, 1926

CHANGES IN PERSONNEL (Continued)
Name Former Company and Position Now Associated With

W. J. Pattison "The Scranton Republican," Scranton. . . .Scranton Sun Publishing Co.

.Scranton Sun Publishing Co.

Position
.Gen. Mgr. and Treas.

. Secy

Gen. Mgr. and Treas.
T.J. Duffy "The Scranton Republican," Scranton.

Adv. Mgr.

Glenn W. Sutton "Gas Station Topics," N. Y., Adv. Mgr. . ."Electrical Record," New York New York Adv. Rep.

C. P. Coleman Worthington Pump & Machine Co., New. .Same Company Chairman of the Board

York, Pres.

Arthur Freeman Einson-Freeman Co., New York, Pres Gimbel Bros., Phila Adv. Mgr.

P. S. Tyler Borden Sales Co., New York, Territorial. .Street & Finney, New York Vice-Pres. and Acc't Execu-

Sales Mgr. live

B. S. Trynin Central Motors, Inc., Los Angeles, Pres.. .J. H. Newmark, Inc., New York Acc't Executive

and Treas.

Charles A. Ott Henry L. Doherty & Co., New York Oil Trade Journal, Inc., New York ..Eastern Adv. Mgr.

H W. Brady Doremus & Co., New York, Publicity Same Company (Pacific Coast Publicity

Office)

Louis E. Seaber N. W. Ayer & Son, Phila Encyclopedia Britannica, New York. .Vice-Pres.

Clark D. Smith Louis Bass, Inc., Detroit Philip C. Pack, Ann Harbor, Mich.. .Acc't Executive

H. C. Bogart Powers-House Co., Cleveland Henry P. Boynton Adv. Agcy Pro. Mgr.

Cleveland
E. Bartlett Brooks . . .Indiana Mfg. & Electric Co., Marion, Ind.. .Delaware Engraving Co., Muncie, Ind.. In Charge of Sales and

Adv. Mgr. and Ass't to Sales Mgr. Service

L. L. Johnson "Item-Tribune," New Orleans The Dan B. Miner Co., Los Angeles. .Acc't Executive

George T. Thompson ."North American," Phila George A. McDevitt Co., New York.. in Charge of National Au-

Mgr. Automobile Dept. tomobile Adv.

G. 0. Ludcke Blekre Tire & Rubber Co., St. Paul, Minn.. The Bureau of Engraving, Minneap-. .Sales Staff

Adv. Mgr. olis
Russell Rich Cleveland Automatic Machine Co Same Company Ass't Adv. Mgr.

Cleveland, Sales Dept.

P. W. Tobias Cargill Co., Grand Rapids, Mich Powers-Tyson Printing Co., Grand.. Gen. Mgr. and Director of

Rapids Sales

J. N. Goetz "Gazette," Schenectady, N. Y "Standard," Watertown, N. Y Adv. Dept.

Classified Adv. Mgr.

R. A. Skidmore Bayley Mfg. Co., Milwaukee Highway Trailer Co. ., Edgerton, Wis.. Adv. Mgr.

Arthur A. Dole Albert Frank & Co. (Boston Office) "Wendell P. Colton Co., New York... New England Sales Mgr.

P. J. McAward Wendell P. Colton Co., New York Same Company Mgr., Boston Office

Space Buyer
Dean L. Pryor North East Electric Co., Rochester, N. Y..Tiny Tot Shoe Corp., Rochester Partner

Ass't Adv. and Sales Mgr.

Paul Winchester James Boyne Co., Grand Rapids, Mich.. .Webber Adv. Associates, Grand Copy Staff

Rapids
W. P. Downey "Examiner," Los Angeles "The New York American," N. Y . . .Undisplayed Classified Pro.

Classified Pro. Mgr. Mgr.

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS

Name Address Product Now Advertising Through

Williamson Candy Co Chicago "Oh Henry" Candies. . . .H. W. Kastor & Son, Inc., Chicago

Kraft Cheese Co Chicago "Kraft" Cheese H. W. Kastor & Son, Inc., Chicago

'Philadelphia Storage Battery Co. . .Philadelphia Radio Accessories Robert H. Dippy, Phila.

Carlin Comforts, Inc New York Blankets and Comforts. . .G. Lynn Sumner, New York

Tyler Hotel Louisville, Ky Hotel The Marx-Flarsheim Co., Cincinnati

North Shore Hotel Tippecanoe Lake, Ind. . .Hotel The Marx-Flarsheim Co., Cincinnati

F. Berg & Co New York Felt Hats Lyddon & Hanford Co., New York

Pohison Galleries Pawtucket, R. I Gifts & Novelties Sackheim & Scherman, Inc., New York

The United States Leather Co New York Leather Frank Seaman, Inc., New York

Central Leather Co New York Leather Frank Seaman, Inc., New York

(Selling Organization)

American Leather Producers, Inc.... New York Sole, Belting & Frank Seaman, Inc., New York

Upholstery Leather

Prosperity Co Syracuse, N. Y Pressing Equipment . . . .Z. L. Potter Co., Syracuse, N. Y.

Smith Ironer Co Syracuse, N. Y Ironers Z. L. Potter Co., Syracuse, N. Y.

Shaugnnessy Knitting Co Watertown, N. Y Women's Knitted Wear. .Z. L. Potter Co., Syracuse, N. Y.

N. R. Allen's Sons Co Kenosha, Wis Sole Leather Frank Seaman, Inc., New York

Louisville Drying Machine Co Louisville, Ky Drying Machines The Conover-Mooney Co., Chicago

Three Feathers Malt Extract Co Cincinnati Malt Extract , M. L. Staadeker Adv. Agcy., Cincinnati

Gust. Lagerquist & Sons Minneapolis Elevators Kraff Adv. Agcy., Minneapolis

Albert D. Simmons Cleveland "Grafesco" Paint H. L. Stuart Co., Cleveland

Sunland Laboratories, Inc Los Angeles Toilet Preparations and.Lord & Thomas and Logan, Los Angeles

Mange Remedy

The Henderson & Ervin Co Norwalk, Conn "Rockinchair" UnderwearCarter Adv. Agcy., New York

Buckwalter Radio Corp Chicago Radio Bellamy-Neff Co., Chicago

Harold J. Mcllhenny Real Estate Co.. Chicago Real Estate Bellamy-Neff Co., Chicago

Vaporator Mfg. Co. Chicago Radiator Cabinets Bellamy-Neff Co., Chicago

The Graemere Hotel Chicago Hotel Bellamy-Neff Co., Chicago

The Disappearing Roller Screen Co.. .Los Angeles Screens The Mayers Co., Los Angeles

•Automotive account continues to be handled by F. Wallis Armstrong Company.

ADVERTISING AND SELLING

August 11, 1926

WL i\

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Sd,"*i,

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^£"

fO(j

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BUSINESS
WEATHER MAP

Copyright, the Bureau of Busi-
ness Standards, Inc. All rights
reserved. Reg. U. S. Patent
office. This publication by
special license arrangement.

"147HILE 5,000 business leaders are answering your question*
// "Hows Business?" from month to month, others of the!
20,186 members of the Council on the Trend of Business are
among those who are contributing of their best thoughts to in-
vigorating articles on timely business subjects.

System, the Magazine of Business, for August strikes the key-
note for Fall. The Business Weather Map and 22 other features
offer business men a source of factful information and inspiration.

ciugust Issue now on the Newsstands

Ike MAGAZINE ofEUSYN ESS

NEW YORK

E CHICAGO

LONDON

August 11, 1926

ADVERTISING AND SELLING

A dvertising
& Selling

The NEWS DIGEST

Issue of
A ug. 11. 1926

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS (Continued)

Name

Addr

Product

Now Advertising Through

Euclid Candy Co Cleveland "Love Nest" Candy H. W. Kramer Agency, Cleveland

Edwards & Co New York Electric Signaling De- J. X. Netter, Inc., New York

vices

J. W. Fiske Iron Works New York Ornamental Iron J. X. Netter, Inc., New York

Leviton Mfg. Co Brooklyn, N. Y Wiring Devices J. X. Netter, Inc., New York

Zoss Ladder Works Portland, Ore Step Ladders Honig-Cooper Co., Inc., Portland

Cleveland & Whitehill Co Newburgh, N. Y Men's Clothing Reimers & Osborn, Inc., New York

The Standard Rice Co New York "White House" Rice. .. .E. T. Howard Co., Inc., New York

J. F. Howard, Inc Boston "Howard's" Salad The Greenleaf Co., Boston

Dressing

Tharinger Macaroni Co Milwaukee "White Pearl" Products. .The Koch Co., Milwaukee

P. B. Cooper & Co Detroit Investments Whipple & Black, Inc., Detroit

The Kiddie-Gyni Co Minneapolis Playground Equipment. .Addison Lewis & Associates, Minneapolis

Baird & Warner Chicago Real Estate, Co-operative . Fred M. Randall Co., Chicago

Apartments and Bonds

H. B. Smith Co Utica, N. Y Sprayers E. T. Howard Co., Inc., New York

Henry Glass & Co New York Fabrics Sherman & LeBair, Inc., New York

Hotel Cleveland Cleveland, Ohio Hotel The Powers-House Co., Cleveland

Heit-MiUer-Lau Co Ft. Wayne, Ind "Mary Wayne" Candies. Irvin F. Paschall, Inc., Chicago

•Pacific Mills Boston Fabrics r.... Cowan, Dempsey & Dengler, Inc., Boston

(Effective Jan. 1, 1927)
I. Newman & Sons, Inc New York P. N. Practical Front ... Hommann, Tarcher & Cornell, Inc., New

Corsets York

The Blossom Lock Co Cleveland Locks Eddy & Clark, Inc., Akron, Ohio

•Advertising of Lawrence and Company, selling agents for Pacific Mills, will continue to be handled by Franklin P. Shumway
Company.

NEW PUBLICATIONS

Name Published by Addreess First Issue Issuance Page Type Size
"Children, The Magazine for Par-. .The Parents Publish-. .353 Fourth Ave., New York ..October Monthly ...7 x 10 3/16

ents

ing Ass'n, Inc.

NEW ADVERTISING AGENCIES AND SERVICES, ETC.

W. R. Harrison Co Seattle, Wash Printing, Adv. &. . .W. R. Harrison and E. M. Hay

Publishing

Painted Displays, Inc St. Louis, Mo Window Display. . .C. A. Thein and O. R. Pechman

Service

The Williams-Detroit Out-. .Detroit Outdoor Adv. Agcy..A. B. Williams, Pres.

door Adv. Agcy., Inc.

Martin-Gessner, Inc Pere Marquette Bldg., New Orleans Advertising Agency .Alan Martin, Pres.

Leonard E. Gessner, yice-Pres. & Treat.

PUBLICATION CHANGES AND APPOINTMENTS

The "News," CoffeyviUe, Kan., The "Tribune,".

Chillicothe, Mo., "Southern Poultry Jour- Appoint The Devine-MacQuoid Company, Inc., New York, as their National Advertis-

nal," Montgomery, Ala. and "West Virginia ing Representatives

Review," Charleston, W. Va.

The "News-Herald," Peru, 111 Appoints Scheerer, Inc., as its Advertising Representative in Chicago and New York

"Item," Sunbury, Pa Appoints, Hamilton-Delisser, Inc., New York, as its National Advertising Repre-
sentative.
"Morning Herald," "Daily Tribune," and the. . .Appoints, D. J. Randall & Co., New York, as their New York and Eastern Adver-

"Sunday Herald," Yakima, Wash. tising Representatives.

"Children, The Magazine for Parents," Appoints, Wilson & Galey, Chicago, as its Western Advertising Representative.

MISCELLANEOUS

"The Daily News," New York Beginning Sunday, October 10, will publish a weekly rotogravure section of sixteen

pages.

The "Star," Kansas City Beginning Sunday, Sept. 5, will publish a weekly rotogravure section.

The Pacific Mills, Boston Announce that their sales promotion and advertising departments will be moved from

Boston to 24 Thomas Street, New York.

ADVERTISING AND SELLING

August 11, 1926

Jvoriry

THE FOUNDRY is pre-eminent.
It is the only publication in the huge
metal-casting industry. Ever since
its first appearance 34 years ago,
THE FOUNDRY has maintained
this dominant position.

It has progressed with the industry.
Recognized editorial merit makes
The Foundry the one authority among
plant executives, metallurgists, melters,
molders, and patternmakers. It is used as
a text book in technical schools.

Its excellence is proved by its far-reach-
ing circulation. In the United States and
Canada are 6280 foundries; in these metal-
casting plants are 7289 regular subscribers
to The Foundry who read it twice a month.
In addition nearly 1400 copies of each num-
ber go to subscribers abroad.

"Wherever metals arc cast, you'll find THE FOUNDRY"

A PF.STOS riHII.lt ITI(>\

Penton Building

MEMBER ,1. B. C. and I. B. P.

Cleveland, Ohio

August 11, 1926

ADVERTISING AND SELLING

A dvertising
& Selling

. The NEWS DIGEST

Issue of
Aug. 11, 1926

MISCELLANEOUS (Continued)

Carl J. Balliet, Inc., Greensboro, N. C Placed in hands of receiver by Judge T. B. Finley at Albemarle, N. C. Receiver is

E. B. Jeffress, Mgr. of The Greensboro "Daily News."

Redfield, Fisher & Wallace, Inc., New York. ..Adjudicated bankrupt April 14, 1926. First meeting of the creditors will be held at

office of Harold P. Coffin, 217 Broadway, New York, on August 13, 1926.

"The Literary Digest" Has opened an office in Boston, Room 824, Park Square Building, which will be

headquarters for New England territory.

The West Virginia Pulp and Paper Co Has opened a sales office at Philadelphia with Georgei M. Howarth as Manager.

New York

Lox Ford Lock Co., La Crosse, Wis Name changed to the K. I. P. Corp. and its product, formerly called the Lox Ford

Lock, will be now called The Silent Watchman Transmission Lock.

"Farm Implements & Tractors," Minneapolis. .Name changed to the "Northwestern Farm Equipment Journal."

Foster-Hamilton, Inc., Tulsa, Okla Name changed to Foster-Hamilton- Ryan, ln«.

CHANGES IN ADDRESSES

Advertising Agencies and Services, Publications, eto.
Name Business From To

Einson-Freeman Co., Inc Window & Counter. . . .327 E. 29th St., New York 511-519 E. 72nd St., New York

Displays

Eastman, Scott & Co Advertising Agency 816 Glenn Bldg., Atlanta, Ga 1106 Wynne-Claughton BIdg.,

Atlanta, Ga.

CONVENTION CALENDAR

Organization Place Meeting Date

Financial Advertisers Ass'n Detroit Annual Sept. 20-24

Art-in-Trades Club New York (Waldorf Astoria Hotel) Annual Sept. 28-Oct. 27

(Except Sundays)

Window Display Adv. Ass'n New York (Pennsylvania Hotel) Annual Oct. 5-7

The Seventh District Convention of Tulsa, Okla Annual Oct. 10-12

the International Advertising Ass'n

Outdoor Adv. Ass'n of America ..Atlanta, Ga. (Biltmore Hotel) Annual Oct. 18-22

(Posters and Painted Bulletins)

American Ass'n Adv. Agencies Washington, D. C Annual Oct. 20-21

Direct Mail Adv. Ass'n (International) .Detroit (New Masonic Temple) Annual Oct. 20-22

Audit Bureau of Circulations Chicago (Hotel La Salle) Annual Oct. 21-22

Ass'n of National Advertisers, Inc Atlantic City (Hotel Ambassador) Annual Nov. 8-10

International Adv. Ass'n Denver, Colo Annual June 5-10, 1927

DEATHS

Name Position Company Date

Alfred Bersbach President The Manz Corp., Chicago July 17, 1926

Charles P. Randall Director & Ass't Treas. .Franklin P. Shumway Co., Boston July 24, 1926

A. A. Christian Director of Sales & Adv. Gimbel Bros July 24, 1926

Ralph A. Turnquist Advertising Mgr The "Journal," Milwaukee July 26, 1926

Robert A. Baker President Baker Adv. Agcy., Toronto, Can July 27, 1926

Robert W. Nelson President American Type Founders Co., New York July 28, 1926

Robert Grieg '. President National Service Bureau, New York Aug. 1, 1926

William B. Reed Vice-Pres. & Gen. Mgr..H. B. Smith Co., Westfield, Mass Aug. 4, 1926

ADVERTISING AND SELLING

August II, 1926

rVV77/ the growing trend towards individual market analyses and
rls the use oj newspapers by national advertisers (A; Business Survey
of The Chicago 1 rioune presents on this page highlights and minutiae
of zone marketing, the Chicago Territory, and of The Chicago Tribune.

From the

"The New York Times has for years led all

newspapers in the United States in volume of

national advertising, weekday and Sunday."

— from an advertisement of the

New York Times in Printers'

Ink, July 15, 1926.

.L rflTTLE old New York! Even we feel we
must go there twice a year. Now we'll tell one.

To the child in the backyard the whole
world lies within the surrounding fence.
The prim hedges, the shell walks, the scented
posies — all aregeography'slimit. New York
is the United States and New York news-
papers are the only newspapers in the
United States. We, who have been taught
a different geography, enjoy the New York
idea, knowing that beyond the fence lies
tremendous territory.

We are informed that The Times figures au-
tomobile lineage as national. Combining The
Chicago Tribune's national and automobile
lineage, we printed 406,497 more lines than
The Times during the first half of 1926.

"The New York Times led all newspapers
in the United States in volume of national."
Before writing such an advertisement they
should have topped the 4,150,729 agate lines
which The Chicago Tribune carried the first
six months of this year.

From the standpoint of value to the adver-
tiser, competitive lineage figures are only a
part of the story. A true measure of advertis-
ing value is the "milline." It is a complete,
revealing measure of what the advertiser gets,
excluding in tangi bles. Let's try it on The New
York Times:

Tribune
Tower

M illinesof National Advertising in The New York Times

Agate

Lines Circulation Millines

1.935,874 X 356,471 = 690.082 Daily

1.808.358 X 610.041 = 1.103,172 Sunday

3.744.232 1.793.254 Total

M illines of National Advertising in The Chicago Tribune

Agate

Lines Circulation Millines

2.438.280 X 700.4 3 = 1.707,876 Daily

1.712.449 X 1,087.990 = 1.863,127 Sunday

4.150.729 3.571,003 Total

The Chicago Tribune carried 10.8% more
agate lines and 99.1% more millines than The
New York Times. Paraphrasing Hannibal:
"Beyond the Jersey Shore lies America."

Personalia

Donald Ogden Stewart, author of "Per-
fect Behavior" and other hilarious
items, is now under con-
tract to I he Chicago 1 nl>-
une. . . Hewill do ;i weeklv

stint captioned "The Other

Day". . . RoSITA FORBE8

of England and parts easl

— Asia Minor and Africa

—is the author of " Ki,

Mai

serial

22n

who, a few years ago, " D. O S"

donned the disguise of a

Bedouin woman and succeeded in penetrating

as far as Kufara in Libya, forbidden to Eu-

-is tne autnor ot Mng s ' .0

late" the new tribune f

.•rial beginning in the Z — «*^

[agazine Section August I

2nd . . Kosita is the lady (

ropi us since 1879.

II,

at s travel

mgl

I wii is < i'Diinm 1 1. Bennett's stories oi the
recent Eucharistic Congress have been madl

into a beautiful book by the Public Service
Office . . . Bennett, by the way, is combing
Illinois, Indiana, Iowa, Michigan and Wiscon-
sin for the historic highlights of the middle-
west and describing them in a series of
splendid stories now running in The Tribune.

* * *

Keeping Up With the Parade

Out of the dance hall, jazz fulminated, Am-
erica struck a new tempo. Two Pauls
flourish while psychologists and savants pon-
der. A charming singer contradicts a learned
divine. "It is jazz incarnate. Its architecture,
its business, its life — all sparkle to a synco-
pated measure. An honest jazz tune is better
than a sermon on prohibiting anything."

An aphorism of a hard-writing Scot becomes
the speed slogan of a whole citizenry. "One
crowded hour of glorious life" is picked out in
200-watt lamps across the nation's facade.

Eager for the morrow, searching for the new,
1,151 towns in the five states keep up with the
parade through The Chicago Tribune. 20%
of the families in 642 towns of less than 1,000
population in the Chicago territory read it as
do 20% and more of the families in the 509
towns of more than 1,000 population. In some
cases, it is 89% of the families as in Valpa-
raiso, Indiana; or 82% as in Iron Mountain,
Michigan; or 70% as in Clinton, Iowa. In all
these 1,151 communities 65% of all the fami-
lies, alert to the new tempo, read The Chi-
cago Tribune.

* * *

Frigid aire

"Newspaper advertising, according to offi-
cials, has made necessary a S100,000,()lin ex-
pansion program started this week by the
Delco Light Company, Dayton, Ohio. Im-
mediate plans call for the construction of a
$20,000,000 factory addition, one mile long,
at Moraine City, near Dayton. The new fac-
tory will be used entirely for the construction
of electric refrigerators." (News item).

In 1925 the Delco 1 ighi Company stopped
considering the United States as one market.
1 bey analyzed the country and weighed one
market against another. These studies re-
vealed facts \ it.,1 to any manufacturer. They
caused the Delco Light Company to aim its
advertising program,

In the Chicago territory, among other de-
sirable features, there are more residential
electrical consumers than in 26 western and
southern states. Zoni 7's prosperity and fluid
buying powers is pronounced as is the out-

Knickerbocker. . . Personalia . . . Keeping

Up With the Parade Frigidaire

Hoover Eggs The Tower

T01VER

sranding leadership it holds in the general
electric field.

Sales and advertising policies were made to
fit the market. Eight full pages were run in
The Chicago Tribune reaching 65% of all
the families in 1,151 towns of this rich area.
No other Chicago newspaper was used.

The Stover Company, distributor of Delco
Frigidaire electrical refrigerators in the Chi-
cago territory, within six months after the first
advertisement appeared quadrupled sales.

Mr. E. G. Birchler, president of the Delco
Light Company, passed over the garlands
gracefully. "We consider our test campaign
in The Sunday Tribune a decided success
and have authorized a non-cancellable sched-
ule of at least thirteen full pages in 1926."

An opportunity of equal proportions is of-
fered toother manufacturers who like to think
through the surface.

* * *

Hoover
"Very few producers have the capacity for
selling the United States as a whole, but we
find many of them trying to do this. Much
effort is lost upon some territories which, if
properly studied, would fail to show possibil-
ities sufficient to justify the expense of adver-
tising and selling. A great many manufac-
turers would undoubtedly find that by limit-
ing their efforts to more circumscribed areas
and intensifying their sales activities in such
areas, they would not only reduce their selling
costs but would probably produce a larger
volume of business. The study of the individ-
ual sales area, therefore, is of great import-
ance to the sales and advertising depart-
ments."— Herbert Hoover.

* * *

The sales executive interested in data on
the Chicago territory will find constant use
for the 1926 Book of Facts. Write for a copy
on your business letterhead.

EARLY settlers gauged the
richness of soil by its stand of
timber. Given a river hank, a plen-
titude of sunlight and air, a soil
stronger in essential elements, a pe-
riod ofserenity, without serious mis-
haps of wind or rain or drought or
infection, and the planted sprig
grows into a towering tree of un-
usual height and health.

Similarly, the Tribune Tower
is the significant symbol of a lush
land, a fortunate Chicago territory.
The Tower represents the pros-
perity not only of The Triui NB,
but of the people who made The
Tribune, the audience who not only
pay for the newspaper but who by
their purchases and prosperity have
made The Tribune pay out for
users of its advertising columns.

Which Egg?

Two eggs may look alike and the china one
may fool the hen but it is a safe prediction that
no amount of setting will hatch out more than
one chick. Market' present many like charac-
teristics— surfacely. But one lacks the germ of
buying power; the other is capable of continuous
intensive and profitable sales cultivation.

Pop Toop

Newspaper Coverage

Your Market!

Makes

Your P-fD+C selection of a News*
paper will reveal this vital Sales Fact

FN reckoning sales volume for your product in any market,

there is an important difference between the population

size of a market and its sales size- The first is determined

primarily by numbers of people; the second by numbers of

people reached.

When you realize that coverage makes your market, your

newspaper selection becomes a controlling factor in your an-
alysis of market possibilities.

There are two important facts to consider: [1] The extent of
thorough newspaper coverage, for that determines the physi-
cal size of your market; and [2], the proportion of newspaper
coverage to total families in that area, because that determines
the effectiveness of your influence in the market.

Consider those facts in connection with The Billionarea
— the Greater St. Louis Market.

>e of its far greater volume of circulation in this rich
the St. Louis Post-Dispatch makes the sales size of this
ir product far larger than it can be made by
*wspaper. It reaches the homes of 160,000 more
proximately 40,000 more families] in The Billion-
second newspaper, at no higher cost.

Because the Post-Dispatch has 30 per
cent greater circulation in The Billion-
area its ability to sway this market for
yoiir product is far greater than that
of tfie 2nd newspaper, at no higher cost.

unusual productivity of the St.

Post-Dispatch, due to its dom-

. coverage of this Billion Dollar

ket of a million people is proved

volume of advertising, which

has almost equalled that of all

Louis newspapers combined.

LOUIS

P0S1

The highest ranking P+D-f-

The Truth Will Out —
When P+D+C is Applied

EACH newspaper in turn claims to cover
a market worthy of your attention as a
volume consumer of your goods.

The truth is that many of these newspapers
scatter their circulation so thinly over so wide an
area that their influence in moving merchandise
dwindles to near nothing outside the metropoli-
tan area. By their lack of concentrated circula-
tion, these newspapers reduce their power to
sway the metropolitan market where the con-
centration of population makes volume-selling
possible.

i&:-:£^£^SvS^

;£?£;££:£

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This shows the concentration oi
population and wealth per square
mile in The Billionarea.

This shows the sparsity of pop-
ulation and wealth per square
mile outside The Billionarea.

Any sales manager who will use the P+D+C
method of measuring the value of markets and
media will discover most important facts about
The Billionarea and the St. Louis Post-Dispatch.

POPULATION— The Billionarea offers a con-
centrated market of more than a million people
— or 1600 families per square mile — 160 times
greater concentration of people than the small
town and rural markets outside The Billionarea
which have only 10 families per square mile.
The advantages of distribution or selling in the
concentrated Billionarea are self-evident.

DOLLARS — The average family purchasing
power inside the Billionarea is three and one-
half times as great as the purchasing power in
the small town and rural markets outside The
Billionarea. One copy of a newspaper reach-
ing a family in The Billionarea has three and

one-half times the value of a metropolitan news-
paper delivered in the outside small town and
rural territory.

COVERAGE— In The Billionarea, the adver-
tiser can reach with the Post-Dspatch alone,
over three- fourths of all the 250,000 families
in this market at one advertising cost. In the
small town and rural markets outside The Bil-
lionarea, it is impossible to reach more than 1
to 12 per cent of the families with any metro-
politan newspaper — an obviously ineffective
coverage to move merchandise.

THE P+D+C MANUAL and the Book of

Information about The Billionarea — the Greater
St. Louis Market, will be mailed free to anyone
interested in the advertising and sales oppor-
tunity of this market. Address St. Louis Post-
Dispatch, St. Louis.

The Micrometer of a Newspaper

To definitely determine where newspaper coverage is sufficient to be effect-
ive and where it is not, use the target method of analysis.

"A," the bull's eye, is the metropolitan area. "1" is the (first "ring" of
counties beyond it. "2" is the next "ring" of counties. "3" is the third.
And so on.

An analysis of any newspaper's circulation by areas forthe bull's eye — the
metropolitan area — and separately for each succeeding "ring" of surround-
ing counties will tell you exactly where circulation is effective and where it
ceases to be of any sales value.

Note — All government statistics on population and purchasing power are
compiled by metropolitan districts and by counties. Metropolitan news-
paper circulations are similarly divided.

DISPATCH

srspaper of The BILLIONAREA — the Qreater St. Louis Market

<Jhe

BILLIONAREA

the GREATER ST. LOUIS MARKET

THE Billionarea is more than a market name. In addition to its unusual prosperity and growth,
It is a market condition. It is an area in which Greater St Louis oSers advertisers an annual pur-
there is the highest concentration of People, chasing power of over a Billion Dollars — one of the
Dollars and Coverage; which makes it a profitable highest average purchasing powers per family of any
volume-market for advertisers. city in America.

ST. LOUIS POST-DISPATCH

The highest ranking P+D+C newspaper of The BILLION AREA — the Qreater St. Louis Market

Adverti sing
& Sellirr 6

PUBLISHED FORTN1GH

r*r

alumuic i Ut

AUGUST 25, 1926 15 CENTS A COPY

Lc Utorary»

/« this issue:

"Salesmen's Cars — Liabilities or Assets?" By Morion D. Cummings;
«igo^ — 1925 Brought Production Efficiency. What Will Come Next?
By Walter Mann; "American Salesmanship Wins Success Abroad" By Dr.
Julius Klein; "Industrial Losses and Advertising" By H. S. Wallace

ADVERTISING AND SELLING

August 25, 192i>

-i]®y>

Great
Campaign

r I AHE Chicago Daily News has
been chosen to carry the full
schedule of the Pennsylvania
Railroad advertising now appear-
ing in a selected list of American
newspapers. The advertising is
placed by the J. Walter Thomp-
son Company.

THE CHICAGO DAILY NEWS

First in Chicago

ADVERTISING REPRESENTATIVES

Nbw York

Di ikoit Chicago

Nw Francisco

.1 B. Woodward
110 E. 42d St.

Woodward X kell\ Woodward & Kell\
Fine Arts Building 160 N. Michigan Ave.

C. Geo. krogness
353 First Natl Bank Bldi!

— t&>

'■hi. i I i ■■< Ing Fortnightly, Inc., 9 Bast S8th St., S'ew i'ork, S V Subscription lirici $:s.U(> |«-r

3 i 1. 1.... I ii. i .i.i in. .it, -i Ma} 7, 1928 .ii Post Office hi Ne-tt fork under Act "t March :;. 1 8 < -• .

August 25, 1926

ADVERTISING AND SELLING

=^n

Tie
U7F£ ST01(r

of every motor is
written in OIL

T^VESERTED, in ihe quiet of the garage, stand long lines of
JL-/ cars, touched here and there by dusty fingers of sunlight

What a story the doctors weather-worn coupe could tell of
a brave, old motor's race with death through a cruel sleet-torn
night

And what entertaining yarns that globe-trotting landaulct could
spin of the strange dark ways of Algerian repairmen

While the yellow roadsters tale would be a bitter one and
sad, of a ptoud, young engine, burncd-out in its youth thtough
recklessness and lack of care

STORIES of long and faithful se
Stones of breakdowns and lulu:
repair bills But at the bottom of
motor s siory, responsible for good per
formance and bad performance alike, yoi
would find — a motor oil

■cry

.alt

ofe

of all e

r depends largely upon a him of oil —
> thinner than this sheer of paper

A motof-or/'f job

ur motor oil S|ob is to safeguard your
r from deadly heat and friction, the
enemies responsible for rhree-founhs

>ubles

cylinder a seized pisrnn Then, the repair
shop and big bills'

The -film of protection"

Tide Waier Technologists spent yeats in
studying nor oilsalone. bur oil/Wm. They
made hundreds and hundieds of laboratory
experiments and toad resrs Finally, they
perfected, inVcedol.an oil rhat offers the
utmost resistant eiodeadly heat and friciion.
An oil which gives ihe 'him of protection '
thin ai Hunt, smovih ai ulk, lough ji ttttl.

Give your own motor a chance to write
itssrory, not in ordinary oil but in Vecdol
Then it will be a long history ol fanhlul.

onget

IT <-Any honest repair man uill tell you that more
| than 7$% of all motor repain are earned by the
failure of a motor oil Safeguard your motor
with Yeedol. the oil fbat gnes the film of protec-
tion, tbm as tissue, imootb ai ulk. tough ai Heel.

In action, your motor-oil
rhe fresh, gleaming liquid >oi
into your crankcase Instead, only a chin
film of that oil holds the fighting line —
a film lashed by blinding, shrivelling heal,
assailed by teanng. grinding friction In
spite of those attacks rhe oil him must
temain unbroken, a rhin wall of defense,
protecting vital motot parts from deadly
heat and friction

Ordinary oil films fail
too ofteiu

Under rhat terrific rwo-fotd punishment
the film of otdmary oil olien breaks and
burns Then vicious hear artacks direct I)
the unptoietred motot pans And thtough
the broken him. hot, taw metal chafes
against metal.

Insidious friction begins its silent,
dogged work ol dcstruition And finally
you have a burncd-Oul beating a stored

Tidt

Water Oil Sales Cotpoi
Bfoado.ii New York Btan

WefiUfof
PROTECTION

One of a scries of advertisements in color prepared for the Tide Water Oil Sales Corporation

Facts need never be dull

THIS agency was one of the first
to adopt the policy of "Facts first
— then Advertising.11 And it has
earned an unusual reputation for sound
work.

Yet this organization does not, nor
has it ever, confused "soundness11 with
"dullness.11 It accepts the challenge
that successful advertising must com'
pete in interest, not only with other

advertising, but with the absorbing
reading matter which fills our present-
day publications.

We shali be glad to send interested
executives several notable examples of
advertising that has lifted difficult sub'
jects out of the welter of mediocrity.

Joseph Richards Company, Inc.
251 Park Avenue, New York City

t\LCHARDS * * * Facts First * * then Advertising

ADVERTISING AND SELLING

August 25, 1926

Fearless

Whether it is a man, a group
of men or an institution, fear-
lessness in the public service is
respected and rewarded by
public recognition and esteem.
Fearlessness is a quality of the
strong. The wea\ can't be
fearless.

A yf ANY times in the past, The Indian'
apolis News has espoused a losing
cause because it knew it to be right.

Fearless, independent, sanely conservative
yet intelligently progressive, The News
has fought many a battle for the people
it serves — the citizenry of Indianapolis
and Indiana.

That sort of fearlessness must breed a deep
and abiding public respect. If The News
had been less than Indiana's greatest news-
paper, it could not have been so fearlessly
independent.

If it had been weaker it might have cur-
ried favor with clique, group or party.

For 56 years it has been strong enough to
be impartial and unafraid.

The respect of the Indiana public for The
Indianapolis News is not something vague,
guessed at, or to be taken for granted. It
is actual, tangible, measurable. It is a
tribute to The News and to the character
of the people it serves that a newspaper
like The News should have had the largest
daily circulation in Indiana for so many
years. In Indianapolis, The News out'
sells both other daily newspapers together
every weekday.

To a merchandiser in the Indianapolis Radi-
us the prestige of this universally respect-
ed newspaper is vital and indispensable.

■a-

THE INDIANAPOLIS NEWS

New York. DAN A. CARROLL
IKi I asl 42ndSrcct

Frank T. Carroll, Advertising Director

Chicago. J. E. LUTZ
The Tower Building

August 25, 1926

ADVERTISING AND SELLING

Everybody's Business

By Floyd W. Parsons

IN the light of clear rea-
son and accumulated
knowledge, we are
forced to recognize the
absurdity of current ideas
concerning time and civili-
zation. Five thousand years
to us seem almost an un-
ending era. But such a
span of years dwindles into
insignificance in the face of
the truth that a thousand
centuries represent no more
than a single cycle of aver-
age length in the life of the
earth.

With this thought in
mind it becomes easy to be-
lieve that our present civil-
ization with all of its no-
table achievements may be
as nothing when compared
to the civilizations that
have probably preceded this
one. Professor Soddy, the
celebrated scientist of Ox-
ford, reminds us that it is
only our sublime egotism
that prevents us from rec-
ognizing the possibility that other races living on the
earth ages ago may have made far more rapid and
more important advances toward a higher intelligence
than we have. He expressed the belief that the com-
mand attained over nature by present man may have
been greatly exceeded in times gone by. In his own
words: "There is the scientific possibility that by means
of controlled radio-activity, the higher intelligences of a
long forgotten civilization may not only have commu-
nicated with other planets than ours, but may actually
have flown from the earth to some more hospitable and
kindlier sphere, leaving behind them only the brutish
animal forms from which the human race of today has
been evolved."

Thoughts of this kind a generation ago would have
brought only ridicule to those originating them. But
current developments, such as the radio, have opened
new avenues for thought and speculation and a larger
exercise of human imagination. Scientific studies are
rendering it clear that the earth has been hot, dry,
moist, and cold, all in successive cycles. Animal and
vegetable forms that flourished in one age were extinct
in the next. Regions that now buzz with industrial
activity were once covered with ice, and Arctic areas
that are now the homes of glaciers were once covered
with the most majestic forests the sun ever shown on.
The coal beds of Spitzbergen, and the oil and coal of
Alaska are but a few of the evidences that make such
truths absolutely undeniable.

In the American Museum of Natural History is a sec-
tion of a great Sequoia tree, nicknamed "Mark Twain,"
that represents one of the most definite and interesting
links between the past and the present. Most of the
history of our present civilization is written in its

rings. Here we have a rec-
ord of the weather of the
ages; and explanations for
the migrations of peoples,
the European Dark Ages,
the Italian supremacy, the
Crusades, the Mongol out-
burst, the Black Death, and
the subsequent revival of
learning.

Some of the Sequoias cut
down and examined started
growing 3200 years ago.
Many were sturdy saplings
at the time of the "Exodus."
"Mark Twain" was cut
down in the prime of life
and yet witnessed the birth
of Mahomet. All of the
trees of this species in Cali-
fornia are survivors of the
Ice Age, and the rings of
their stumps supply us with
records far more valuable
than the fenceposts and
shingles which their bodies
provide.

A thin ring means a dry
year; a hundred thin rings
tell of a dry century. The Sequoias disclose a surpris-
ing similarity between the earth's climatic curve in
the centuries gone by and the curve representing the
ups and downs of our present civilization in the corre-
sponding period. It is quite evident that climatic varia-
tions have been chiefly responsible for changes in man's
racial character. Temperature and moisture conditions
were the two factors responsible for famine, migrations
and wars in all of the ages past.

It was a drought lasting for 160 years that finally
brought on the Trojan War, the fall of the old Cretan
civilization and the invasion of Egypt from the sea.
The weather was bad from 950 to 740 B. C. and as a
result there was the decline of Israel. In rapid suc-
cession down through the ages came centuries of mois-
ture and other centuries that were dry. The first
brought health, food and prosperity; the second re-
sulted in poverty, plague, inertia and vice. The mo-
notony of cloudless skies always seemed to stifle energy
and ambition and break down the prevailing civiliza-
tion. Only in those periods when the climate possessed
stimulating qualities was there rapid progress.

The Sequoias tell us that from 620 to 760 A. D., the
earth's climate was the most unfavorable known to
history, and humanity was brought to that terrible
era known as the Dark Ages. This ended with the
advent of a rainy period ; Italy once more became a
favored land; and civilization again commenced to
climb upward.

This does not mean that we need be pessimistic of
the future. Perhaps no moisture or temperature
changes of a radical character will be witnessed by
our generation. Nevertheless, history has a way of
repeating itself.

ADVERTISING AND SELLING August 25, 1926

DVERTISERS who contracted in
1925 for space in The New Yorker
this year bought circulation on a
guaranty of 12,000 — and have
enjoyed thus far more than three
times the circulation which they
paid for.

Advertisers who contracted for
space this spring on a circulation
guaranty of 20,000 have enjoyed
a circulation more than twice
what they paid for.

THE

NEW YORKER

25 West 45th Street, New York

August 25, 1926 ADVERTISING AND SELLING

DYERTISERS who buy now at
the present guaranty of 35,000
are enjoying a circulation already
greatly in excess of what they pay
for. And the circulation (dog
days notwithstanding) is mount-
ing steadily.

Nearly all of it in New York; all of
it of unexceptionable quality. The
people who set the standards for
the rest of New York — and the
rest of the country — to follow.

THE

NEW MDRKER.

25 West 45th Street, New York

ADVERTISING AND SELLING August 25. 1926

A reader comments: "Ad-
vertising and Selling has

the uncomfortable trick of

• • r

jarring me out or my serene

and well-worn rut of think-

ing.

We think that attitude is
largely responsible for its
immediate recognition and
rapid rise in circulation.

August 25, 1926

ADVERTISING AND SELLING

L i re

(

presents

• • •

o4/ic& ConM*7"6*

Reproduced from a full page in LIFE

a. yea/t
fit/m. a. yeaA-

■Oim= adwdtiif OS? ^t ^£

t. y.UA_)J^.>

'it

I FIGURE IT'S OUTRAGEOUS!

THE other day I asked a drug-
gist for a PEXETRATO tooth-
brush which comes in a box of its
own and retails for J5 cents

He tried to sell me a just -as-good
toothbrush out of a basket for
25 cents

"There's no use paying that extra
to cents — it's just for advertising.'"
he said

Well. I never make a big deal like
that without going to the bottom
of it.

I investigated and found the
PENETRATO Co. sells i :.ooo.ooo

toothbrushes a year. Their adver-
tising appropriation is $200,000 a
year — or i# cents per brush.
Where did that druggist get that
10-cent stuff ?

I asked him point-blank, and he
confessed he makes more profit on
the 25-cent brushes because he
buys them dirt cheap. He admit-
ted that PENETRATO brushes
are cleaner, better, more scientifi-
cally shaped, and more reliable. A
brush in a box is worth two in a
basket.

Before I left he said he was going
to be a better boy and quit wasting
his time on just-as-good goods.

THE NATIONAL ADVERTISER BETS HIS
ADVERTISING. MONEY THAT HIS PRODUCT IS RIGHT

Andy here takes a punch at parasites. Almost every national advertiser
is trailed by imitative just-as-gooders who take advantage of his adver-
tising and THEN SOME. The then some is where the crime lies. By
not advertising, the imitator saves a mere pittance — in order to cut price
and compete profitably with the original product he must produce a
shoddy. Therefore it is almost axiomatic that anything just-as-good is
bound to be awful!

)

127 Federal Street
BOSTON, MASS.

598 Madison Avenue

NEW YORK, N. Y.

THE public now knows that adver-
tising costs big money. Some of
you advertising boys have even bragged
that it does.

So everything is set pretty for parasitic
competitors to point at big advertising
campaigns and say to the consumer:
"You pay for that."

Like some other consumers, Andy Con-
sumer figures it's outrageous. He reacts
just like his fellow men — up to a cer-
tain point. (That's the secret of his
charming personality.)

But Andy is not as thick as he pretends,
and (see opposite page) he goes a little
into the matter of the retail price of
the Penetrato toothbrush and finds that
only 1 73 cents of it is for advertising.
He would like to know how THAT
saving enables the druggist to cut the
price 10 cents on an unadvertised
imitation brush.

It is just one more of Andy's handy
examples which we are running in
Life to tell Life's millions of readers
that advertising is pretty nice, after all.

ANDY CONSUMERS talks on
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

360 N. Michigan Ave.
CHICAGO, ILL.

10 ADVERTISING AND SELLING August 25, 1926

THE PITTSBURGH PRESS, Daily,
has 33,254 more net paid circulation in
the city of Pittsburgh than both other
evening newspapers combined, and the

SUNDAY PRESS has 22,673 more net

paid circulation in Pittsburgh than both

other Sunday newspapers combined!

THE PITTSBURGH PRESS

A Scripps-Howard Newspaper

Represented by ALLIED NEWSPAPERS, INC., 250 Park Avenue, New York

August 25, 1926 ADVERTISING AND SELLING 11

Sell Electrical Utilities in the
Northern Nine Counties

HE Northern Nine Counties of New Jersey
represent one the richest markets in America
for the sale of electrical appliances.

More than three homes in every four in
New Jersey are wired for electricity —
the largest ratio of any state except three.

Residents in the Northern Nine Coun-
ties are especially good prospects for
vacuum cleaners and electric irons —
for electrical appliances — for washing
machines and electric heaters — the new-
est and most useful things of every kind. For they
are well-to-do, ambitious people, moving upward
in the world.

In ratio of population reporting incomes over
$3,000, New Jersey is second highest; in per capita
expenditures for dwelling construction, the third
highest. It is a market accustomed to the highest
standards in every phase of living.

The key to this market is Charm, The Magazine of
New Jersey Home Interests. Its circulation, 81,237,
is the largest in New Jersey of any periodical, and
covers the quality market of the Northern Nine
Counties.

May we tell you more about how to reach this im-
portant and desirable market?

tR *

CHAFIM

<Jnc Csjwaminc m
Qyfcu) fmzu Sipmt jnkKsis

Office of the Advertising Manager, 28 West 44th Street, New York

ADVERTISING AND SELLING

August 25, 1926

roLunraia

The Largest Catholic Magazine in the World

'"THE popularity of Chesterfield is
being heightened by the pop-
ularity which COLUMBIA enjoys
among its more than a million men
readers.

The Liggett & Myers Tobacco
Company is using a schedule of back
covers in color to gain for Chester-
field its full share of the cigaret sales
which COLUMBIA'S vast, respon-
sive market will produce.

A corresponding opportunity is
open to other national advertisers to
meet the three quarters of a million
Knights of Columbus families and
to participate in the friendship and
confidence which they extend to
COLUMBIA.

"Such Popularity
Must Be Deserved"

Returns from a questionnaire mailed
to subscribers show that COLUMBIA
has more than two and one-half mil-
lion readers, grouped thus: —

Men
Women
Boys under 18
Girls under 18

1,211,908

1,060,420

249,980

244,336

TOTAL 2,766,644

The Knights

of
Columbus

Publish, print and circulate COLUMBIA from
their oum printing plant at Neu> Haven, Connecticut

Net Paid
Circulation

748,305

A. B. C.

Twelve months average, ended June iOth 1926

/ '■•'■ I N Officr

I). J. GUIuple, Mr. Dli

2.". w. 43rd Si.

Nn York

Wi'ttt'rn tiffirf

J. F. Jenkins, Western Mjjr.

131 S. !.• Salle St.

Chieaeo

August 25, 1926

ADVERTISING AND SELLING

" Coorcnu

MSSjSM:

BnMu«tf „

," g ■ ;':'.

LIT , -s£,s»S'.'fcr B£r^R shape *™ »»™ «Xnc

©»5Lb^sk5Ss: F0r SERVICE ^£j£&&"4

S!V5^r ""l*^— **£X£" ***"~ -I « "" I i?£?':,l?'a- ■ it

'TW iUrrh f-lord",,,""'1'''"*' *■» >«U

Daily Metal Trade is a standard size news-
paper published at Cleveland every working day
except Monday. Member ABP and ABC.

The Daily Business Paper of the

Metalworking Industry

GEARED to the needs of industry from its incep-
tion seventeen years ago and founded on the
bedrock of absolute accuracy in the compila-
tion of vitally important market information, DAILY
METAL TRADE continuously has broadened the
service it has rendered until today it stands as the
universally accepted business paper of the Iron, Steel
and Metalworking industries.

A booklet outlining definitely the coverage Daily
Metal Trade gives in its field will be gladly sent
on request.

Dai ly MetalTrade

New York CLEVELAND London

A PENTON PUBLICATION

ADVERTISING AND SELLING

August 25, 1926

SLHKtY-PHAETDN

Photo-Engraving

Presents

the Modes in Motors

A .AJote by James Wallen

History's triumphant processional of
vehicles has been portrayed thru engrav-
ings. Modern photo-engraving has en-
abled the automobile makers to keep the
public minutely informed of the ever'
changing character of their cars ~ a pic-
torial panorama of progress.

The booklet" The Relighted Lamp
of Paul Revere" gratis on request.

•'<5<w^

| AM E R I CAN P 1 1 ( )IQrE NO RAVE R S

»AS SOCIATION®

GENERAL OFFICES ♦ 863 MONADNOCK BLOCK ♦ CHICAGO

1<j

YOUR STORY IN PICTURE

& LEAVES NOTHING UNTOLD

August 25, 1926

ADVERTISING AND SELLING

Prudent Business Men Today
Rely on Dependable Forecasts

TRUSTWORTHY
business forecasts
are taken at their face
value by far sighted busi-
ness men.

A large increase in adver-
tising presages a large in-
crease in business, accord-
ing to figures compiled by
the Harvard Business Sur-
vey.

Application of this fact to
the Akron market foretells
even greater prosperity
than before, for the lineage
of the Akron Beacon Jour-
nal increased from 6,988,-
649 lines in the first half of
1925 to 8,248,155 lines in
the first half of 1926, a gain
of 1,259,506 lines.

An increase in building
permit figures from $6,203,-
968 for the first half of 1925
to $8,929,725 for the first
half of 1926 shows an in-
crease of $725,757.

Bank deposits late in 1925
were $84,457,000. They in-
creased to $89,795,000 in
the first half of 1926, show-
ing a gain of $5,338,000 for
the period.

These figures, with the pop-
ulation statistics, justify
the inclusion of the Akron,
Ohio market in any na-
tional sales campaign and
prove the Akron Beacon
Journal the best medium to
reach that market.

AKRON BEACON JOURNAL

First in Neivs, Circulation and Advertising

STORY, BROOKS & FINLEY, Representatives
New York Philadelphia Chicago Los Angeles

'j J • f\L,|„ 1 Af\*k Jn I Q in 1925 'n advertising lineage

ZllCl in WlllO Ifin IH \J» lJ. among six day evening newspapers

\DVERTISING AND SELLING

August 25, 1926

^tr^tr^cr^ocr^cr+off^^tr-focrfOfr^G^KScr-foir^

When John Steps from Knee Pants to Trousers

— his family's financial budget takes an up-
ward curve. His mother no longer buys
his clothes. He thinks for himself now
and often for the entire family.

The next family automobile should be like
Harry's dad's. John drove it yesterday,
so he knows. His clothes must be this
brand, his hats that and his golf clubs
so and so. John's food must change.

Coach said to eat more of this and that.
Father takes notice, calls in mother and
the family budget is revised.
Your message in The Youth's Companion
will reach 250,000 of these young men at
this critical time and influence their buying
habits while they are still susceptible and
eager.

Rates Advanced #100 October 1st

250,000 net paid, (ABC) circulation,
Rebate'backed, guaranteed

THE YOUTH'S COMPANION

One Hundred Years Young
8 ARLINGTON ST. BOSTON, MASS.

An Atlantic Monthly Publication

dj&

ic^j"*^cr>o<rfo<r^(r^(r-fo<r*0(r^<r*o<r^<r^

Advertising & Selling

Volume Seven — Number Nine
August 25, 1926

Everybody's Business 5

Floyd W. Parsons

Salesmen's Cars — Liabilities or Assets? 19

Morton D. Cummings
What Happened to a Thousand Magazines 21

R. O. Eastman

Why Stick to Old Sales Ruts? 22

W. R. HOTCHKIN

No More Hard Times 23

Kenneth M. Goode

1905 — 1925 Brought Production Efficiency. What
Will Come Next? 25

Walter Mann

A $200 Investment 27

Henry Albert

Industrial Losses and Advertising 28

H. S. Wallace

The Editorial Page 29

Can Industrial Copy Be Syndicated to Different

Industrial Markets? 30

R. Bigelow Lock wood

American Salesmanship Wins Success Abroad 34

Dr. Julius Klein

Selling in Uruguay 36

A. L. White

Answering Mr. Krichbaum 40

Warren Pulver

The 8-Pt. Page by Odds Bodkins 44

The Open Forum 52

In Sharper Focus 56

Charlotte Stuhr

E. O. W. 68

Courtesy Pennsylvania R.ii'r.ai

THE problem of transportation
for the salesman is naturally
vital and fundamental. An un-
biassed opinion on the matter is
not easily procured. Morton D.
Cummings in his article, "Sales-
men's Cars — Liabilities or As-
sets?" discusses this important
question in a very candid, fair
manner; giving in detail his own
experience — as well as that of
others — regarding the expenses
and mileages of cars, and the
actual facts relating to the com-
parative advantages of using the
railroad or the automobile.

M. C. ROBBINS, President

J. H. MOORE, General Manager

Offices: 9 EAST 38TH STREET, NEW YORK

New York :
F. K. KRETSCHMAR
CHESTER L. RICE

Telephone: Caledonia 9770

Chicago :

JUSTIN F. BARBOUR

Peoples Gas Bldg. ; Wabash 4000

New Orleans :

H. H. MARSH

Mandeville, Louisiana

Cleveland:

A. E. LINDQUIST

405 Swetland Bldg.; Superior 1817

London :

66 and 67 Shoe Lane, E. C. 4

Telephone Holborn 1900

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 Advertising, Advertising News, Selling
Magazine, 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, 1926, By Advertising Fortnightly. Inc.

ADVERTISING AND SELLING

August 25, 1926

Rochester's
Leading
Department
Store

Sibley, Lindsay
& Curr Company

40% of Cosmopolitan^ Subscribers
Are~> Charge Accounts Customers

- A <T Sibley, Lindsay & Curr Com-
pany, Rochester, the first five
hundred names on Cosmopolitan's
Rochester subscription list were
checked against their charge ac-
count customers.

Two hundred and one, or better
than 40% of these subscribers to
Cosmopolitan were found to be
charge account customers.

Fully to appreciate this, one must
know that Sibley, Lindsay and Curr
are very conservative in extending
credit.

And also remember this: these

two hundred and one were all sub-
scribers to Cosmopolitan. How many
more of their charge account cus-
tomers buy Cosmopolitan at the
newsstands we do not know. But
in the city as a whole more people
buy Cosmopolitan at the newsstands
than subscribe for it by mail.

In every large city and town
throughout the country you will find
that Cosmopolitan goes to the right
families — 1,500,000 families. Here
is a remarkable market for your
product — whether it's a luxury or
a necessity.

ASK A COSMOPOLITAN SALESMAN FOR ANY FURTHER FACTS YOU MAY DESIRE

Advertising Offices

5 Winthrop Square 1 19 West 40th Street 326 West Madison Street 520 United Bank & Trust Bldg.

BOSTON, MAss m \v YORK CITY CHICAGO, ILLINOIS SAN FRANCISCO. CALIFORNIA

AUGUST 25, 1926

Advertising & Selling

FREDERICK C. KENDALL, Editor

Contributing Editors: Earnest Elmo Calkins Robert R. Updegraff Marsh K. Powers

Charles Austin Bates Floyd W. Parsons Kenneth M. Goode G. Lynn Sumner

R. Bigelow Lockwood James M. Campbell Frank Hough, oAssociate Editor

Salesmen's Cars— Liabilities

or Assets?

By Morton D. Cummings

AFTER being misled to the
f\ point of confusion in my efforts
J_ \_to check our results with those
of other companies on the use of
automobiles by salesmen, I have a
suggestion to offer to
those who are still in
the same dilemma.

I used to ask, "Do
your salesmen use
automobiles?" Now
I ask, "Why do your
salesmen use automo-
biles?" The addition
of the single word
"Why" has made
a very great dif-
ference in the l-eplies
which I have received.
If you first ask a
sales manager if auto-
mobiles are used by
his sales force, and he
answers in the af-
firmative, throughout
subsequent conversa-
tion or correspond-
ence he naturally
feels obliged to up-
hold their use. But
if you show by the
addition of this single
three-letter word that
you are not a novice,
almost invariably he
will answer as il-
luminatingly as he
does truthfully.

The actual situation is, of course,
that with many enterprises the use
of the automobile as a standard
method of transportation for the
salesmen is still in its trial period.

.ALTHOUGH experience has proved that salesmen can travel
_t\- more economically by train than by automobile, the latt»r
mode of transportation has certain distinct advantages in dis-
tricts where the centers to be covered are scattered and not
adequately connected by rail. LTnder such circumstances, the
man with a car is able to do a more thorough job than his com-
petitor who must make all the outlying towns by train. This is
but one of the situations with which Mr. Cummings deals in
this analvsis of the problem of many a modern sales manager

This is best proved, perhaps, by
the difficulty which is still to be ex-
perienced in ascertaining such sim-
ple facts as the average cost per mile
— city and country separately — of
operating a Ford or a
Dodge coupe. You
will need to press
matters vigorously to
get a worthwhile
answer.

There is almost an
entire absence of
sound accounting in
this division of sales-
men's use of automo-
biles. Company A will
very kindly and
thoughtfully lend you
its tabulations, which
show, for example,
that it costs 0.035 to
operate their Fords
and 0.046 to operate
their Dodges. But at
a glance the experi-
enced know that there
are of necessity vital
elements ignored in
any tabulation which
arrives at such a re-
sult, or else (as I have
commonly found)
there are actual er-
rors in reducing daily
averages. Similarly,
you will find sales
managers who for en-

ADVERTISING AND SELLING

August 25, 1926

tirely legitimate reasons are "travel-
ing" their men in cars of the two
thousand dollar type, attempting to
defend their cost by the argument
that in the long run these cars cost
less to operate — a statement which
in no instance have I been able to
verify.

Perhaps the wildest of all figures
of automotive costs which reach my
desk come from our own salesmen
who fall in love with some particular
car and secure from some local agent
figures to show that it can be op-
erated at costs far less than those of
our Fords and our Dodges. Elated,
these salesmen send in these tabu-
lations, pointing out that not only
will they have greater comfort and
pride in riding in a more expensive
car, but that by so doing they will
in addition cut down the costs of
covering their territory. Usually it
suffices to send back these absurd
tabulations showing them such items
as depreciation and interest on in-
vestment, which are included in our
costs and omitted, along with many
other items, in the estimates they
have with childlike simplicity sub-
mitted to me.

Over a ten-year period, and with
experience covering a substantial
number of miles of actual road op-
eration in every one of the forty-
eight states, in cars costing from
two thousand eight hundred and
seventy-five dollars down to the

present-day low price level of the
Ford coupe, there are certain out-
standing truths which have been
verified every time I have been able
to secure carefully compiled cost
tabulations from fellow sales man-
agers.

FIRST of all, in no section of the
country has the automobile been
so cheap a method of transportation
as the railroad train, including Pull-
man, sleeper and bus charges. The
average cost of operation, with us
as with others whose costs have been
carefully calculated, has ranged from
as low as 0.059 per mile, including all
the factors, to as high as 12.6 per
mile, throwing out freak cases.

In the Ford groupings we have,
over a period of a year, under ideal
urban road conditions, and with care-
fully taught drivers and cars fre-
quently inspected at our garages,
kept coupe costs down to 0.045, in-
cluding charges based on our own
garage, our labor costs plus proper
overhead, and management garage
charges. On the other hand, these
costs have crept up to eight cents
a mile for Ford Tudor sedans op-
erated during the months in which
road conditions were at their worst.
This was in States where road con-
ditions at their worst means some-
thing undreamed of by the automo-
bilist who has toured extensively,
but not under conditions which

would appall anyone but a youngster
trying to carve a sales career in the
face of obstacles.

Our Dodge costs have run as low
as 0.071 for the coupe, but the grand
average — again excluding freaks due
to accidents where indemnity was
not secured and abuse of cars was
beyond the normal abuse which is to
be expected — has been 9.8 cents per
mile, although in my collection I have
cases involving several thousand cars
which would ostensibly produce an
average of lxh cents per mile for
Dodge coupes. Our Dodge figures,
by the way, include more Type B
sedans than coupes. But all are
closed models.

Our sales statistical department
has determined over the ten-year
period that it has cost us $2.16 per
day more for salesmen's transporta-
tion than would have been the case
if these men had traveled by train,
interurban and bus. This average
includes cases in which, because of
cars in the $2,000-$3,000 class, the
mileage costs have been over twelve
cents a mile. But these are com-
paratively few in number, although
for that small number they have
lifted the additional cost per day by
$4.00 to $4.39.

Taking six typical territories, a
circle of one hundred fifty miles
around Kansas City, Mo.; a circle of
one hundred miles around Fort

[CONTINUED ON PAGE 46]

Here Lies-

By Ray Giles

r>v

HERE lies the body of a good advertisement.
It was conceived through the love of
thoroughness and in a spirit of craftsman-
ship. Its period of gestation was attended by
faithful care and constant watchfulness. It was
born a beautiful infant without spot or blemish,
and its parents and the relatives looked upon
it with delight. Indeed it was all that a baby
could be.

But before the doctor had latched his case or
put on his coat he was called back. Anxiously the
parents and relatives spoke to him. "He looks
good," they admitted just a trifle grudgingly,
"but—." There were quite a lot of "buts." "But
— will he look as beautiful to others as he does to
us?" "But — is he really as strong as he appears?"
"But — wouldn't it be better if we had 7-pound
twins instead of this 12-pound buster?" "But —
couldn't something be done to make him a blonde

instead of a brunette? They are in fashion now."
Unfortunately here was a very wonderful baby
and a very wonderful doctor. It all happened in
Adland, you see, where miracles are everyday
necessities. So the doctor stifled a sigh some-
where in his deep and luxuriant whiskers and
resumed his labors. Deftly he painted the cheeks
and slicked up the features here and there. Next
he equipped the cooing infant with blacksmith's
biceps. Then he severed the child quite in two,
and by patting and puttering here and there, soon
had quite a passable set of twins. Finally, through
some bleaching process, he transformed the com-
plexion from brunette to milky fairness.

The little miracle was set up on its booties and
given the privilege of walking. But it just sort
of squawked and toppled over. It was all very
sad. We had so much hope for that baby. It was
so promising, so fair, so looked forward to.

August 25, 1926 ADVERTISING AND SELLING 21

What Happened to a Thousand
i Magazines?

By R. 0. Eastman

"|%TOTHING is more de- = have disposed of only 306

X ceiving than an average. copies out of the thousand, or

J_ 1 You may be very sure Where the 1,000 Magazines Go thirty-one per cent,

of your average and have The next batch is a big one ;

proved it by every tried and IJ ASED on a personal check-up of 23,469 the bjggest, jn fact, that we

true statistical process. But -L»copies, this article demonstrates that 1,000 have to deliver. It consists of

if vou know only what it is, magazines would reach 265 homes with an aver- 224 COpies, a little less than

and do not know why it is, or a8e of approximately 3.76 each, as follows: one-quarter of the lot. that

what it really means, it is no. of go into the 56 homes re-

very likely to lead you badly Homes *£0»* Marines ^Tota^ ceiving four copies each

astray. 26 9.8 1 26 Now we have got rid of a

Take this question of how 47 17.7 2 94 little more than half of our

many magazines there are to 62 23.4 3 186 magazines (530 copies) but

a home. Various investiga- jj*j ^1.1 * 224 we haye covere(j nearly three-

tions have arrived at a gen- 29 7!2 6 114 quarters (72 per cent) of our

eral average of approximately 11 4.2 7 77 homes.

three and one-half. And yet 6 2.3 8 48 The next lot of 150 goes

in some fifty thousand miles jj J-* ' fj into 30 homes, with five each,

of traveling all over these or more And 114 go into 19 homes

United States interviewing with seven each.

people in the big cities, the 265 100.0 1.000 And so 90 per cent of our

small towns and out on the The second column &h by omini the homes have used up 80 per

farms, our investigators have decimal j ^ ^^^ of li000 £omes cent of our magazines.

never vet found a single home ■*!._». i f • • j We are now calling on the

,, • j .i j with respect to number ot magazines received ", , _ ° , ,

that received three and one- r nabobs who can afford to buy

half magazines. =^=^^^=^=^^=^=^=^^==^= seven or more magazines

Of course there are plenty whether they read them or

of publications of fractional value, able and more significant facts, not. There are just 25 homes left

both to the reader and to the adver- We have before us the facts re- and they take all the magazines we

tiser, but that doesn't figure in garding 23,469 "copies" of maga- have left out of the thousand we

statistics. zines, highbrow and lowbrow and started with, or 206 to be exact.

"Now," as Gobbo said to his blind all the rest, from highbrow and low- With the delivery of 54 copies to

father, "I will try confusions on brow homes, on highbrow and low- five homes that receive ten or more,

you." Here are some averages, per- brow streets, in both highbrow and we have finished our job.

fectly sound averages, based on the lowbrow cities and towns. Now those are not all the maga-

tabulations of thousands of inter- zines these people get by any means,

views in the actual homes covered TET us take one thousand of these They are only the magazines they

by the National Advertising Survey J_Jand see where they go. receive regularly or frequently — by

in 188 cities and towns in 38 States: First we find that they go into subscription or by purchase of at

The average number of all kinds of 265 homes — all kinds of homes in least half the issues published. The

magazines to the home was 3.39. nearly as many different cities. occasional purchases are not counted.

But the average in those homes re- And it is still true that there is The foregoing figures serve the

ceiving magazines was 3.76. The an average of approximately 3.76 double purpose of illustrating the

"modal" average was 3. The num- copies to each of these homes. But kind of coverage that the advertiser

ber of magazines in the average that isn't the whole story by a long gets in the numbers of homes

home (the median) was 4. But, shot. reached, and the futility of at-

again, the average number of maga- Now we follow 26 of these thou- tempting to give any such picture

zines received in half of these homes sand magazines and find they go with a general average figure.

was not 3.39 nor 3.76, but 2.26. While into 26 homes that get only that These facts are an incidental

in the other half it was 5.33. one magazine. product of a recent advertising sur-

There are half a dozen different The next 94 go into 47 homes that vey the main purpose of which was

averages for you, all sound as a nut get only two magazines. to provide a true picture of what

and quite useful figures, too — if you And then the next 187 copies go magazines are read by different

get what I mean. into 62 homes that receive three kinds of people (or market groups)

But now let us get away from the magazines. or, conversely, what kinds of peo-

juggling of averages and translate Already we have exhausted a little pie are reached by the different in-

these same figures into understand- more than half our 265 homes and dividual magazines or combinations.

ADVERTISING AND SELLING

August 25, 1 926

Why Stick to Old Sales Ruts ?

By W. R. Hotchkin

STANDARDIZATION is an ex-
cellent principle in industry,
but it means death in those
commercial activities where the use
of brains creates progress. Auto-
matic machinery can successfully
produce a Victrola or a Ford car, but
crystallized sales methods would
have stunted the development of
both of them. Each of those organ-
izations is eternally seeking new and
broader outlets, and easier and more
rapid selling methods.

A rut is a wonderfully restful
thing — just like a railway track. It
takes you just where you want to go,
without any brain fag — provided
that is where you want to go.

The world is full of men and busi-
nesses that are deep down in ruts,
and many of them are quite happy
in that security. Contentment is
riches in itself; but it is a rare gift
in American business men. It does
not make any difference how much
money they have; they always want
more.

It is a fine thing to have a busi-
ness so organized that it runs itself
profitably without requiring any
new ideas or changes in routine and
methods. But it is a vastly finer
and more thrilling thing to have new
branches develop each year on
the business tree and bring about
growth and progress.

There is no business in the New
World in which useful and wanted
commodities are produced or pur-
veyed, that is not capable of vast
salts increase. And there are very
few such businesses in which there
do not exist large possibilities of de-
veloping new lines and additional
channels of sale for present lines of
goods. Every industry and every
business should have periodic sur-
veys, when every detail of the or-
ganization and its products will be
thoroughly analyzed by eyes and
minds that are not crystallized by
old methods and markets.

"Listerine" might have been a
quiet, standard product for conser-
vative antiseptic use, for a hundred
years just as it was for a couple of
decades, if sonic inquisitive and pro-
gressive mind had not evolved "hali-
tosis" and conceived the idea of
using the fluid for a face tonic.

Our of the first thrills that this

writer got in sales suggestions was
when a famous dress lining manu-
facturer offered a prize of one hun-
dred dollars for the best suggestion
for increasing the sales of dress lin-
ings in the month of May.

THE prize was offered because
the manufacturer was absolutely
against the stone wall of dealer re-
sistence. Why should the merchant
buy new stocks of dress linings for
May sales, when there were no May
sales or June or July sales? Seeing
his factory dead and his workers go
off to other jobs, and finding it costly
to hunt up the organization again,
he asked the world to solve his prob-
lem. The only way that he knew
was to buck the stone wall, and he
had never been able to make any
dent in it.

Naturally, lined dresses were not
much yearned for in summer, even
in those dear old days when every
woman wore a two-pound corset,
when every petticoat reached to the
ground and was a rustling cascade
of frills and ruffles, and every woman
wore two or three of them, when it
required ten yards of heavy cloth to
make a woman's dress, and a pound
of iron-clad binding edged the bottom
of the skirt to stand the road wear.

To strive for the rich prize of-
fered, this neophyte in sales promo-
tion saw that deadly stone wall and

knew that he had to duck it, had to
find some way around or over it. So
he scratched his brain to discover
some new use that might be made
of dress linings in the warmer
months, and there came forth the
idea of creating a fad for porch
cushions, made of bright-colored lin-
ings, on which would be applied cut-
out flowers and figures in sharply
contrasted colors. Stores were ad-
vised to offer prizes for the best de-
signs, and window displays and local
fame for those who made artistic
cushions. Thus big business was
created for those dead departments,
simply by discovering and exploit-
ing a new use for the commodity.

Dr. Rus#ell Conwell won world
fame by his discovery and exploita-
tion of "acres of diamonds" right
under everybody's feet, and millions
of dollars may today be found in the
regular products of scores of fac-
tories, by the simple means of dis-
covering new uses for present prod-
ucts, by evolving by-products that
will increase and broaden the mar-
ket, as well as by largely extending
the present market for staple goods
by teaching new thousands, or mil-
lions, of people to feel the need of
and develop the desire for the
things that these products will ac-
complish for them.

There is too much money spent in
exploiting goods; too little realiza-
tion that people do not buy goods.
The only things that people buy are
the satisfying of heart's desires and
the things that supply human needs.
It is a very slow job creating desire
for baking powder because the
grapes from which the essential ele-
ment is made come from Spain,
where the soil is richer in iron, or
some other ingredient. What the
world is looking for is something
that will put the kick of light and
delicious wholesomeness into griddle-
cakes, layer cakes, pies, and into
those biscuits that will not fall
down and break the plate when
father's hand slips while he is
spreading the butter.

Vast numbers of fine products are
wending their hum-drum way down
the slow streams of commerce be-
cause they have mismeasured their
market by the sluggish demands al-
lowed to remain dormant.

[CONTINUED ON PAGE 50]

Aueust 25, 1926

ADVERTISING AND SELLING

No More Hard Times

By Kenneth M. Goode

5 j :. IB
El'ltltlfi'l

A WISE king of
/\ Semimoro-
/~m nia. observing
that traffic always
slowed up at street
corners, cut off all
the corners. When-
e v e r two streets
crossed, each driver
got a clear view of all
dangers in every di-
rection. Then the
good king ordered his
officers to shoot on
the spot any driver
who hesitated with-
out cause.

This idea worked
so well with traffic
that the wise old
monarch decided to
carry it into busi-
ness. He appointed
a Board- to-Keep-
Business-Moving. All
the neighbor-
ing kings had boards
to report how busi-
ness had been and to
guess how it might
be ; but none to keep =^^^^==
it being as it was.

An adjoining state had a Board-
of-Mourning to lament publicly when
business was good because it was
soon going to be so bad. Another
nearby government had a View-
with-Alarm-Board to deprecate any
new business tendencies that did not
conform to the old standards and to
distrust all old standards that did
not conform to new business ten-
dencies. But only Semimoronia had
a Board-to-Keep-Business-Good.

From the most intelligent, the
most enterprising and the most suc-
cessful in all Semimoronia this new
board was chosen. It had fourteen
members, each the unquestioned
leader in his own profession :

An advertising agent ; a banker ;
a city editor; a civil engineer; a
country merchant ; a department
store owner ; a mail order expert ;
a five-and-ten-cent storekeeper ; a
fashion expert; a manufacturer; a
motion picture director; a practical
politician; a psychologist; a theatri-
cal producer.

The chairman was the nation's
most famous sales manager. To him

THE numerous business and financial reports which exist
today have stripped the Stock Market of its former fame
as a barometer of trade. While these thousands of advance
warnings will not be able to keep business good, they should
prevent its ever becoming very bad. We are now at the very
peak of prosperity. How long we stay there depends upon our
own intelligence, for panics exist largely in the public mind

the king gave many powers but few
instructions.

"Here chief," said the good king,
"you are a Chinese doctor, paid to
keep your patient well. Business is
good. You keep it good. Show us
how to keep it good. Don't tell us
when business is bad. That's one
thing we can tell for ourselves. If
we happen to overlook it for a
couple of days, go slow on the crepe !

"T^vON'T tell us business is going
I ) to be bad; we'll find that out
soon enough. Let us enjoy our pros-
perity while it lasts. Don't tell us
that the outlook is uncertain — that's
no news ! Forget 1923 and 1913, 1903
and 1893;. keep your eye on what's
coming!

"Go easy on statistics ! They
mean nothing to seven men out of
ten — and three entirely different
things to the other three. Watch
the people ; find out what they want.
Never mind why they want it!
That's their business. Our business
is to find what they want and sell
it to them. See how near our busi-

ness men come to
sticking to their own
business.

"Another thing:
don't bother about
the past. It's almost
too late for the pres-
ent! Watch the fu-
ture. Tell each of us
what he must do to
keep business good!"
The new board did
just that. It used
figures only to figure
with, and bothered
only with the buying
ideas of the popula-
tion.

When women finally
got to wearing bath
towels as a sport cos-
tume, the Board had
already warned both
the woolen manufac-
turers and the towel
makers what to ex-
pect. More impor-
tant still, they had
well underway a
movement to coax

them to add artificial

flowers and a lot of
fashionable and profitable expensive
perfumery.

Eight months before the automo-
bile makers of Semimoronia reached
the famous saturation point, the
Board had solved the used car prob-
lem and increased gasoline con-
sumption by showing the farmers
and housekeepers how to utilize the
cast-off motors in rowboats, as farm
and household machinery.

The building industry was sup-
ported by placing all government
and state contracts as a cushion just
under the current market prices,
keeping enough huge public opera-
tions in suspense to assure always
a job to any man who wished to
work. The installment trade the
Board stabilized by having the
great insurance houses and the local
retail men in every community unite
to organize a national clearing
house of credit information and,
with a good profit, to insure every
installment purchase at the expense
of the buyer.

Thus did the good King of Semi-
moronia give his nation every day

ADVERTISING AND SELLING

August 25, 1926

the same sort of constructive imag-
ination that John Wanamaker or
James J. Hill or Henry Ford used in
building their own businesses.

And so there were no more Hard
Times.

Seven-tenths of all bad business
and nine-tenths of all good business
exist entirely in the public mind.
Six per cent variation, one way or
the other, off the normal trade covers
the whole difference between busi-
ness done in Hard Times and Pros-
perity. Business talked is another
thing. The only cause of a panic is
the discovery that something is not
so safe as everybody thought a few
moments earlier. Then all try to
get out at once. Everybody knows
that. Yet it doesn't seem so far to
have occurred to anybody that, by
its very nature, you can't have a
panic — business or otherwise — ex-
cept through the element of sur-
prise.

History fairly bristles with am-
buscades, midnight sorties and sur-
prise attacks. But in the whole his-
tory of the world there is no record

of a successful surprise when half
the army was doing outpost duty,
with pickets, observers, sentinels,
videttes, listening posts, scouts, and
skirmishers fairly fighting each
other for vantage points from which
to glimpse the approaching enemy at
the earliest moment and sound the
alarm.

In the days before every bootblack
based his future operations on U.
S. Steel's unfilled orders, a man
equipped with sound ideas and lots
of energy, located in any fair mar-
ket, went ahead in his own business
about in proportion as he was will-
ing to work. He was far too busy
with his own ups and downs to
bother about what happened in dis-
tant communities. In these days
when millions watch for the stock
market's closing figures, every man
on Main Street gets, each day, more
news than Garfield's Secretary of
the Treasury got in a month; and
the man in Wall Street gets more
in a month than Garfield's Secretary
of the Treasury ever got.

However, the penalty for knowing
everything is knowing too much.
Where we once needed to worry
only about Peoria, we now have
to consider Paris, Petrograd and
Budapest. Where we once had
worry only whether Bill
Smith would pay his last
note, we now have to con-
sider the exchange rate of
the pound and the Lithu-
anian mark. Where
once by watching the
crops ripen along the
roadside we could gage
very nicely the coming
season, we now have
to wait for detailed

WHKRE once we needed to
worry only about Peoria,
now we have to consider the
health of the pound sterling
and the latest relapse of the un-
happy franc. Once the excite-
ment of these French broker-
would have been of merely
casual interest: today the entire
world is unwillingly involved in
their highly intricate problem

analyses of business conditions in
each individual city.

All this information is supposed
to speed' up business. As a matter
of fact, it works mostly in the oppo-
site direction. As a brake on busi-
ness enterprise for the average
man, the statistical forecast of trade
prospects ranks second not even to
the Conference.

This is no reflection on the fore-
casts themselves. The better they
are, the more powerfully they brake.
And it applies all the way up to the
magnificent Federal Reserve Bank
reports. The reason is simple
enough. There are, roughly speak-
ing, only three things "business"
can do:

(1) Business can be better.

(2) Business can be worse.

(3) Business can stay the same.
On signal Number 2, obviously,

nobody is going ahead. When signs
show business is threatening to be
"worse," each business man, uncon-
sciously but surely, immediately does
everything in his power to make it
as bad as possible as soon as possi-
ble. He throws over his advertising,
pulls in his salesmen, slows down
his factory, and stops spending
money. The only reason a business
panic doesn't spread as fast as a fire
panic in a motion picture theater is
that industry is too overorganized
for equally instantaneous individual
action. It cannot respond as prompt-
ly as it would like to the receipt of
bad news.

Now for Number 3 : When the
business remains the "same," it
must either be the "same" slow busi-
ness or the "same" good business.
If it is the same slow business, gen-

[CONTINUED ON PAGE 581

(C)P. & A Ph. .Li

August 25, 1926

ADVERTISING AND SELLING

1905-1925 Brought Production
Efficiency. What Will Come Next?

By Walter Mann

A SIGNAL development of the
next twenty years will be
astounding increases in both
selling and advertising efficiency,
and the elimination of what will then
be regarded as the stupendous waste
of the previous double-decade.

Not that there will be any less ad-
vertising money spent. There will
doubtless be more. But there will
be a merciless searching out, and a
tying up of wasteful "loose ends,"
which will keep our market basket
from losing half the groceries in the
delivery.

When we look back at the myriad
production wastes of the previous
generation, and the way in which
they were conquered, we are led to
hope and to know that our decade
too will make a valuable contribu-
tion to modern business progress.
And since we know the direction in
which the progress is to be made; i.e.
sales and advertising efficiency, the
battle is half-won before we start.

One of the most fascinating and
least dangerous pastimes in modern
business is that of peering into the
future.

Almost every predictor recognizes
his very fortunate position in this
age of quickly forgotten facts. If
his forecasts turn out to have been
correct, he can remind his public
that it was he who so vociferously
pointed with pride or viewed with
alarm. If he was wrong, he merely
says nothing, and the world goes on
quite satisfactorily.

The statement that the bulk of the
attention toward improvement will
be in the direction of sales and ad-
vertising is based on the great op-
portunities and the need for im-
provement in those activities. Ad-
vertising and merchandising have
developed greatly. Advertising has
made rapid strides. But its wastes,
through guesswork, through prodi-
gality, and through skimming only
the top-cream, are typical of a new
and very rich industry.

It is the purpose of this article,
after having discussed present con-
ditions, to point out a few of the

directions in which the tying up of
the present day loose ends of ad-
vertising and merchandising might
develop.

First, however, let us trace our
present selling situation back to its
first causes. Paradoxical as it seems,
we find the direct first cause to be
the progress of the previous genera-
tion along lines of production effi-
ciency. For, whereas the new pro-
duction methods gave low unit cost,
they did so only under constantly
sustained volume production.

SHORTAGE of labor, that earlier
bugaboo of manufacturing, de-
manded real production efficiency
(through the substitution of
machines for men) and got it. Where-
upon the question was, "All right,
now that we've got it, what are we
going to do with it? We must keep
up markets in proportion with the
production, or the progress of the
previous twenty years will have been
in vain."

And then the war broke in, need-
ing every ounce of production that
the country could provide, and more.
Our recently gained production effi-

ciency experience now stood us in
good stead. Women could tend many
of the machines as well as men,
which released men for the other
side. At the same time the mechani-
cal production of the country was
practically doubled; and goods fairly
poured out to all the markets of the
world.

Suddenly the war was over, and
the men began to come back. Many
of the women stayed in their jobs,
and it was necessary to find places
for the men besides. This required
more and more markets, with many
of the European countries now
making their own-goods, and com-
-jreting on a labor scale that we could
never meet.

The war period, and directly after,
was for America a manufacturing
and selling orgy.

Like the gentleman DeWolff
Hopper used to sing about, we had
an "elephant on our hands." And
this production pachyderm's daily
cry was for "still more hay." Sales
departments strained themselves ;
advertising men planned new uses
for old products and found additional
uses for new ones. And still the
cry was "more hay." His appetite
moreover, was daily being augmented
by such factors as the shrinkage of
the size of the average family, and
the sterility of the second-generation
foreign-born population; to say
nothing of restricted immigration,
and the unthinking addition of new
production capacity on the slightest
provocation, by manufacturers who
never stopped to wonder where more
markets were going to come from
for them.

And then, just when it seemed
that we were really up against it,
in spite of all our plans, our market
studies and our advertising efforts, a
miracle occurred! The baby elephant
right in the middle of a shriek for
more hay, found a "pacifier" all his
own; in the form of an increased
family buying power of unheard of
proportions.

How this family buying power had

increased, since 1915, so that there

has never been another serious gen-

[CONTINUED ON PAGE 42]

ADVERTISING AND SELLING

August 25, 7926

THERE was a rime when [vorj Soap, in spite of its statistical purity, or possibly because of it. floated
meekly in basemem laundry tubs. Now tbe familiar adjunct toward godliness has entered the boudoir.
It is highly probable thai tin- series of aristocratic soap clasping bands has boosted tbe social climber on
its slipper] path, for ol late Bucb help has been given by advertising. And with conspicuous success

August 25, 1926

ADVERTISING AND SELLING

A $200 Investment

A Small Sum Spent on Tours of Inspection
Will Pay High Dividends

By Henry Albert

THE executive is in constant
peril of growing narrow. His
very success in supervision
permits the sly creeping in of fog-
giness as to his industry as a whole.

More and more his contact with
the business falls into conferences
with employees and into written re-
ports. That wealth of personal con-
tact, which probably contributed to
his success, gets "dieted out by con-
ferences and two-dollar lunches" un-
til it is but a lean memory. He loses
— or at least is in risk of losing — an
occasional jarring of opinions, the
criticism of an angry customer. He
is in great danger of altogether
missing the advancing strides of
competitors and, equally vital for
his company's welfare, a grasp of
the weak and strong points of his
own product in the eyes of those who
buy it.

Golf and city cronies will not sup-
ply the lack. Men as the years mount
tend to associate more with persons
of their own type. They see less of
the rough and tumble encounters of
those earlier years when the day's
work was "on shoe leather."

"Every year I buy a railroad
ticket about two yards long," is a re-
mark that characterizes one of the
most vigorous managers known to
me. A trip from coast to coast in-
sures the food product for which he
is responsible against lagging be-
hind its rivals. He is not content
with a busy week at trade conven-
tions. He is satisfied only when he
has measured at first hand the place
of his product in the diverse mar-
kets of the United States.

This need of getting out over the
territory does not apply only to the
sales manager. The factory man-
ager in charge of production bene-
fits by an occasional jolt; as does
also the engineer in charge of de-
sign. The New England mill man-
ager gets a revelation of factory
methods when he speneds a week in
the Georgia cotton mills, a revela-
tion of the dollar-value of daylight,
temperature, climate and living
standards. No amount of printed

information and no special report of
a lieutenant can yield the vividness
of what a manager can see and hear
by making such a trip. It brings
forcibly to his attention features of
competitive manufacturing that de-
serve adoption for their cost-of-pro-
duction value. The manager will
likewise gain a new sense of his own
advantages.

Any factory contemplating a new
product or an adaptation of a prod-
uct for a new market ought not to
overlook a $200 investment in travel
for the manager. By this is not
meant a three-day trip to Chicago
on a twenty-hour train; going from
club car to club room, never thrust-
ing head above the smoke haze of
cigars. It does mean, on the con-
trary, spending two weeks along
with that two hundred dollars ; pos-
sibly not five hundred miles from
home, but with a choice of cities
with reference to rival factories. If,
as an example, radio makers had had
the wit to invest their first money
in factory inspections of existing
plants, there would have been forty-
six less failures in 1926 than oc-
curred. For even an inexperienced
man would have seen the futility of
trying to cope with the established,
well-financed makers, unless he, also,
were assured of like equipment.

A MAN who last winter organized
a company to manufacture wash-
ing-machines had no difficulty in se-
curing subscriptions for the initial
capital, but he did meet a setback
when one experienced friend per-
suaded him to spend two days at
each of three established factories.
The friend insisted that one day
should be given to intimate inter-
views with manufacturer's sales de-
partment. The second day was to be
given to the factory lay-out and
manufacturing methods but with
"not less than half the day with the
servicing, repair and complaint de-
partments." The prescription was
followed. The subscribers were re-
lieved of their promises with the
explanation :

"I thought I could break into the
business. I did not know enough
about it, but I've taken a job with
the biggest manufacturer in the field
and next year you'll hear from me
again."

Another "Don't." If the proposed
trip of education is to be floated on
whiskey, you had better save the
money to begin with. Easy-flowing
joviality may be countenanced at a
sales convention of your own, or con-
doned at a trade convention, but
when going on a business scouting
trip the thing most requisite is a
clear brain. Addled wits prevent
careful observation.

A KANSAS CITY customer of a
famous New England manufac-
turer registered the complaint that
"they're like all New England fac-
tories— they can't see beyond the
Alleghanies. Tell them to send their
manager out here for a day to get
our point of view on their methods."
A similar criticism was encountered
the very next day at St. Louis, with
the result that the company's presi-
dent agreed to a recommendation
that the first $1,000 for the new plan
should be expended in sending the
general sales manager on a trip be-
yond the Mississippi River.

The Kansas City customer was
met some two years afterwards. He
was asked about the incident. In-
dignantly he flung forth:

"Yes, he came. But it did no good.
I have a worse opinion of the com-
pany than before, and have actually
quit them. Mr. B stopped off at Chi-
cago for a few days with their
agency, and when he got to K. C. he
was too soused to talk sense. He
probably took the trip to mean a
week on Broadway, all expense paid."

No. A $200 investment of "com-
pany money" rightly made never
fails to produce results. The sales
manager may use it, or the produc-
tion manager, or the designing engi-
neer, or the president himself. Bet-
ter still, all may wisely use such a
sum each year. But the hours of
the trip must be circumscribed with

[CONTINUED ON PAGE 72 |

ADVERTISING AND SELLING

August 25, 1926

Industrial Losses and Advertising

By H. S. Wallace

THESE are days when men of
keener vision are at the helm
of industries; men who are
better analysts, who do less tradi-
tional business thinking and who are
not afraid of new policies. The other
kind, in large numbers, were "shaken
out" during the deflation years.

Perhaps the greatest single con-
crete evidence of advance in this
respect is the manner in which in-
dustry today is not afraid to reduce
or "pass" dividends, while at the
same time it keeps up advertising
pressure. The old familiar method
was to cut down advertising or, even
more notoriously, to cut it out alto-
gether as soon as storm clouds ap-
peared in business.

This method has only human, but
not logical, reasons to defend it. The
old type of president, afraid of his
job and dreading the ire of a board
of directors, cut vigorously into his
advertising appropriation, and kept
up the dividends at all costs. The
directors and stockholders were
happy, for their eyes were usually
glued upon the dividends and not
upon the development of the busi-
ness. Their horizon was too often
interfered with by greed, and their
truckling president knew how to
please them.

But presidents of live corporations
are today not so frequently of the
truckling kind. They are more
courageous. Many boards of di-
rectors are no longer composed
solely of bankers with only a money-
conserving, dividend-desiring in-
stinct.

An interesting current case in
point is Armour & Company. Com-
menting on the recent passing of the
Class A stock dividend. President F.
Edson White says:

"Our stockholders are probably
well aware that our South American
business has not been productive of
earnings such as we normally expect
from that source. Our investment
there is large, and when we run
into an unprofitable period, as is in-
evitable now and then, it is merely
the part of wisdom to let that fact
be reflected in our common stock
dividend.

"Probably the greatest sin of big
business is its habit of concealing
Its losses when thev occur — and

Courtesy New York Centra] Lines

they do occur in every industry with
which I am familiar. Concealment
of them leads to the belief that big
business controls the law of supply
and demand instead of being con-
trolled by it. I am aware that we
have something to lose in the way of
prestige through omission of a
quarterly dividend on our common
stock, but I believe that we will make
a commensurate gain through the
frank statement that while our busi-
ness is now on a profitable basis,
the losses which we sustained early
in the year called for a conservation
of resources through the passing of
dividends on our common stock."
Yet Armour & Company is not

annihilating its advertising cam-
paigns; in fact it is adopting a
typically modern policy in its soap
department. It has for years sold
a number of soaps, no one of which
took much of a hold on the con-
sumer, and no one of which was
thoroughly well advertised. Some
of the old brands used a number of
minor and miscellaneous advertising
methods, but they did not use the
hard-hitting, accepted tool of periodi-
cal advertising with any strength.
Now the entire soap policy is to be
reorganized; the miscellany of
brands eliminated; and a powerful
concentration focused on "Dona
Castile," a new soap with plenty of
consumer advertising. Ordinarily
among the old-time companies so
new and aggressive an advertising
development could not be planned at
a time when dividends were being
passed. But Mr. F. Edson White is
not the old type of president; and,
besides, he has grown to his position
through advertising experience.

ANOTHER company is in some-
thing of the same position: the
Glidden Company, paint manufactur-
ers. The earnings for the six months
ending on April 30th fell below the
dividend requirements; despite some
success with its new "Lacq," a com-
petitor to Duco — the new DuPont
paint which has set the paint world
by the ears. There is now doubt
whether the quarterly dividend of
fifty cents a share on the junior Glid-
den stock issue will be paid, and the
price of the stock reflects this doubt.

Yet selling and advertising ex-
penditures have been heavily in-
creased ; this fact now being used
in modern banking circles as a "bull"
argument for the stock. Ten or
twenty years ago it would have been
a "bear" argument, for the old point
of view among financial men and in-
vestors would have insisted on re-
garding it as a sign of mismanage-
ment. Today it is regarded as en-
tirely logical. When the load is
heavy, apply more steam. It is the
simplest of all rules of mechanics;
but it has only recently been grasped
or accepted in respect to advertising
by the world of business.

One has only to look backward
to the days of the American Chicle

[CONTINUED ON PAGE 481

THE ♦ EDITORIAL • PAGE

A Crusade for the Electrical Industry

A CURRENT General Electric advertisement features
this thought-provoking statement: "Any woman
who does anything which a little electric motor can do
is working for three cents an hour."

This is no mere copy line; it is a fundamental con-
ception, as fundamental as electrical service itself.

We could wish that the General Electric Company
would contribute this simple statement to the industry
as the slogan for a new crusade, a crusade similar to
that being conducted by the paint and varnish interest
with its "Save the surface and you save all"; and that
the electrical industry would adopt it and use it to
further the utilization of electrical energy in the home.

Chain Store Becomes National Advertiser

THE huge Atlantic & Pacific Tea Co., which before
the end of the year will probably have 20,000 stores,
is to become a national advertiser, using magazines.
An increase of $500,000 in advertising appropriation
has been made for the purpose, and we shall soon see
the entirely unique sight of grocery chain store adver-
tising in staid national magazines of national circu-
lation. A. & P. have, of course, long been heavy users
of local newspaper space, which will continue.

This is something of the same kind of revolution as
the coming of Woolworth Stores on Fifth Avenue;
because it is an upward step by chain stores in dignity
and stability. It is even more than this: it is a recog-
nition of the value of general consumer reputation, on
a par with that desired and attained by the manu-
facturer whose goods the chain sells. It is well
known that the chain store has of recent years con-
stantly grown in appreciation of the superior attrac-
tion, turnover and profit in trademarked, nationally
advertised goods.

A. & P. advertising in the magazines represents the
apex of an evolution as an advertiser which started
with window displays, spread to hand-bills, widened to
newspaper advertising, and now to consistent general
advertising on a national scale.

There will unquestionably be other chain national
advertisers before long.

Dropping the Private Brand Mask

ON July 1 a million-dollar corporation, the Banley
Products Corporation, succeeded a wholesale
grocery business operated for some time in Brooklyn,
which had sold Banley products as a private brand
line under that name. Henceforth there will be no more
wholesaling.

The only importance in this news is that there is
illustrated in it a sane recognition of the fact that man-
ufacturing is manufacturing and wholesaling is whole-
saling. The functions do not mix, and become per-
verted when they are mixed. Much of the difficulty
in modern times with distributors has been due to the

private brand jobber who by mixing the two put sand
in the gears of distribution.

If a wholesaler fancies the manufacturing business
he should go into it, and get out of wholesaling. That
is a perfectly clean and sound business move. But to
utilize his situation as a distributor to palm off goods
manufactured on contract for him, for the obvious pur-
pose of profit only, is to both mislead the public and
pervert his function as a bona fide distributor. It is of
a piece with those who have claimed the name "Jones
Woollen Mills," when they owned no woollen mills at
all. This has only recently been put under the ban;
as have also other similar misrepresentations. The
private brand is not a fraud, but it is anomaly and an
obstruction to correct functioning in distribution.

Just Plain Business

FOR the second time within two years Advertising
and Selling has lost the patronage of an advertiser,
and one using a very generous schedule, because it has
published an article setting forth the truth about a
market.

While we naturally greatly regret the loss of this
valuable advertising patronage, we believe our adver-
tisers, as well as our readers, will prefer that we con-
tinue to edit honestly. We know no other or better way
to build a resultful medium.

®^®

Salesmanship that Builds

IT has been well said that everything a business does
is advertising. In a sense, everything a business
does is selling, too.

We are reminded of this by an announcement recently
sent out by the Post Products Company, Inc., addressed
"to the wholesale grocers of America."

This company, which as our readers doubtless know
is a consolidation of Iglehart Brothers and the Jell-0
Company, with the Postum Cereal Company, is to put
into effect a new selling plan on September 1. It will
discontinue the practice of distributing through brokers
and will supply the jobbing trade from its own
branches.

The Post Products Company has no further use for
the broker, yet it has perspicacity enough to avoid the
mistake which has been made by several large com-
panies of turning its back on the broker with cold in-
difference. In its announcement it states, "We appre-
ciate fully the loyal support and splendid cooperation
we have enjoyed from brokers and it is with regret that
we sever our business connections with so many of our
mutual friends."

It is the failure of large businesses to realize the
importance of just such gracious touches as this that
brands them as soulless corporations. It is the sales-
manship in such paragraphs that builds a great busi-
ness into a greater one.

=**■*

ADVERTISING AND SELLING

August 25, 1926

Can Industrial Copy Be Syndicated
to Different Industrial Markets?

By R. Bigelow Lockwood

"ANY a promising sales cam-
paign appealing to the gen-
_eral public has been wrecked
in the early days of its existence
simply because mass appeal has held
out a lure of profits which, in the
cold light of actual conditions, could
never by any chance be realized.

The temptation to group great
masses of people as sales prospects
is strong until the searchlight of
clear analysis is thrown, first upon
the possible saturation point of the
product as regards possibilities for
use, and second upon the financial
ability of mass prospects to buy.
When these factors are once care-
fully studied it will often be found
that the first flush of enthusiasm
must be tempered by a saner appre-
ciation of the real size of the
market under serious consideration.

The problem of mass
appeal is present in every
sales campaign. In the
case of many products
appealing to the general
public the mass market is
apparent. Usually such
products are those which
share their popularity
with men and women, and
in addition are low, or at
least reasonable, in price.
At one end of the scale
might be mentioned chew-
ing gum, cheap in cost
and universal in popu-
larity, while at the other
end are found such
products as radios. Com-
modities such as these
are within the price
reach of everybody; the
interest in them is com-
mon property and the
mass appeal in sales at-
tack and advertising copy
is unquestioned.

It is when one begins
to analyze i n d u s t ri a 1
markets that the value of
a close study of copy and
its effect on different in-
dustrial groups, becomes
strongly apparent. Indus-
trial markets are so

varied, and their individual charac-
teristics so distinctive, that the
question of syndicating copy to dif-
ferent industrial markets resolves
itself into a subject deserving the
closest study.

By way of illustration let us take
six men in the industrial market,
each of whom is employed in a dif-
ferent industrial group, but all
having within their grasp the direct
responsibility for buying the tools
which their particular branch of in-
dustry needs: machinery, materials,
equipment and supplies.

Away from business these men
have more or less common buying
habits. They are individually and
collectively in the market for such
things as tooth paste, radios,
clothing, merchandise for the home,
and the innumerable articles of

BTS81 Bit >-h t.-'il World

M\Ss appeal in general mediums will sell these men
shaving cream and radio sets, but industrially
they are interested in generating and dispatching cen-
tral power station loads. Advertising copy that deals
Bpecifically with the problems of their industry strikes
a chord which would fail to vibrate were the same copy
directed toward a similar group of coal mining produc-
tion executives whose very language would be different

necessity and luxury which are
common in interest to all. Once they
take up their daily tasks, however,
their paths separate and they no
longer are influenced by the same
motives or needs in their buying.
One holds a position as superinten-
dent in a coal mine. His neighbor
is the works manager of a large ma-
chine shop. The third is an electric
railway executive, and the remain-
ing three are employed in a produc-
tion executive capacity in the follow-
ing industries: a textile mill, a power
plant and a food products company.
To what extent syndicated copy
may be directed toward these men
by a manufacturer of a technical
product is influenced by the extent
to which the product is used in the
various industries represented — and
herein lies one of the first principles
of market analysis. The
penetration of a product
into industry must be
studied from every angle
that touches its use and
adoption. The character
of that product must be
clearly defined. Industries
must be weighed as to
their relative importance
as markets, and classified
into primary and second-
ary groups. Possibilities
for use in industries not
listed as users should be
studied with a view to-
ward the expansion of
business into new fields.

Returning to the six
men whom we have set
aside as possible buyers
tor whatever product we
may have in mind, we find
that we cannot jump to
the conclusion that they
can be sold en mus&i .

Should we jump hastily
and approach them as a
buying group for any
particular product, we
may find that we are
knocking on three cylin-
ders.

If we assume that a
product is represented by

August 25, 1926

ADVERTISING AND SELLING

—

Bruce Barton Roy S. Durstine Alex F. Osborn

Barton,Durstine *§ Osborn

INCORPORATED

cl/Zn advertising agency of about one

hundred and ninety people among whom are

these account executives and department heads

Mary L. Alexander

• F. W. Hatch

Joseph Alger

Boynton Hay ward

John D. Anderson

Roland H inter meister

Kenneth Andrews

P. M. Hollister

J. A. Archbaldjr.

F. G Hubbard

R.P.Bagg

Matthew Hufnagel

W.R.Baker, jr.

Gustave E. Hult

F. T. Baldwin

S. P. Irvin

Bruce Barton

Charles D. Kaiser

Robert Barton

R. N. King

Carl Burger

D. P. Kingston

G: Kane Campbell

A. D. Lehmann

H. G. Canda

Charles J. Lumb

A. D. Chiquoine, jr.

Wm. C Magee

Margaret Crane

Carolyn T. March

Thoreau Cronyn

Elmer Mason

J. Davis Danforth

Frank J. McCullough

Webster David

Frank W. McGuirk

C. L. Davis

Allyn B. Mclntire

Rowland Davis

E. J. McLaughlin

Ernest Donohue

Walter G. Miller

B. C. Duffy

Alex F. Osborn

Roy S. Durstine

Leslie S. Pearl

■i

Harriet Elias

T. Arnold Rau

George O. Everett

Paul J. Senft

G. G. Flory

Irene Smith

K. D. Frankenstein

J. Burton Stevens

R. C. Gellert

William M. Strong

B. E. Giffen

A. A. Trenchard

Geo. F. Gouge

Charles Wadsworth

Gilson B. Gray

D. B. Wheeler

E. Dorothy Greig

George W. Winter

Mabel P. Hanford

C. S. Woolley

Chester E. Haring

J. H. Wright

_i fVT) i

*tr

NEW YORK BOSTON BUFFALO

383 MADISON AVENUE JO NEWBURY STREET 220 DELAWARE AVENUE

Member American Association of Advertising Agencies

Member Audit Bureau of Circulations

Member Rational Outdoor Advertising Bureau

—

ADVERTISING AND SELLING

August 25, 1926

a horizontal line, and if we draw this
line straight across the buying
structure of industry, we will find
that our line touches certain groups
and misses others. And the nature
of the product governs the relative
proportions of the industries that
are hit and missed.

By way of example, electric motors
will touch many industries because
their industrial application is so
wide. An undercutter, on the other
hand, is a piece of coal mining
equipment, whose use is limited
strictly to the coal mining industry.
Valves, lubricants, packing and
other products and material that
constitute general supplies seep
through industry in general, al-
though careful investigation will
always disclose for any product its
major markets.

Group appeal, applied to industrial
selling, is governed by an entirely
different set of standards from gen-
eral public marketing, and not the
least important is the advertising
copy.

Using again our six men in in-
dustry, we find, upon personal
analysis, that away from their busi-

ness they possess many common
characteristics and similar buying
habits. With slight variations due
to individual traits and responsi-
bilities their homes are all on the
same order. Probably each owns a
car, enjoys radio and likes to fuss
in the garden.

The things they buy are very
similar and, as we may assume them
to be normal human beings and
good citizens, it is possible to strike
a general note in advertising copy
calculated to influence all.

But when it comes to industrial
buying, the copy appeal is different
because each thinks in terms of the
application of the equipment adver-
tised to his industry. For this rea-
son, except in certain cases which
will be mentioned later, it is not
good policy to syndicate the same
piece of copy to different industrial
markets.

The industrial buyer, regardless
of his industry, looks first of all for
production data in advertising copy.
It is obvious that the production
data supplied by the manufacturer
should mesh with the specific prob-
lems of the industry to which the ad-

vertising is directed. Thus, while
the use of electric motors may have
a broad coverage through industry
in general, the specific use to which
motors are put are different accord-
ing to the industry in which they are
used.

The logical procedure is thus self-
evident. Not only must product
penetration into industrial markets
be carefully charted, but the par-
ticular problems of each industry
must be studied; the copy appeal
dealing specifically with the ability
of the product advertised to solve
these problems — which automatically
eliminates syndicated copy.

And we can go still deeper if we
would strengthen our copy and tie
it closer to each industry addressed,
for every industry has its own
jargon ; terms and expressions that
it has collected and woven into its
own language.

Familiarity with such terms helps
to lift advertising copy out of a
group appeal and goes a long way to-
ward inspiring confidence in the
message.

A year ago, when the Inter-

[CONTINUED ON PAGE 511

When Will It Be 35* Out of 5?

By Harry Varley

FOR years it has been 4 out of
5. Yet millions of tubes of
Forhan's (and other good tooth
pastes) have been sold. How many
users they must have! Surely these,
laid end-to-end, should change that
"4 out of 5." If not, what good is
Forhan's?

I do not believe that the propor-
tion of people in grave danger from
pyorrhea is 4 out of 5. Neither do
I believe that every batch of Ivory
Soap is 99.44 per cent pure. Surely
the Ivory Soap makers in their ever-
lasting hunt for purity have been
able in all these years to cut down
a little bit of a per cent of impurity
that crept into their product in the
old days.

No! Forhan's "4 out of 5" was
an advertising idea that sprang into
life warm and full-blooded. It was
born of a time which has passed.
It lived, waxed strong, and now is in
danger of slow mortification by a
process of senile decay. It has be-
come a fetish. How else could a
car card advertisement be written
with no more information than

"Forhan's for the gums. Four out of
five" so that readers, especially new
readers, could not possibly tell
whether Forhan's was a gum drop,
a tooth brush, a mouth-wash or a
breath-tablet.

The nature of some advertising
appeals is such that they have a
limited life. When they become too
old or die, the advertiser hates to
bury them because of the good they
did when they were young and
vigorous. Worn-out appeals, no
matter how loudly they are thun-
dered, fall on deaf ears. The people
who live at Niagara do not hear the
Falls.

WHEN should an advertiser
change? If sales are good and
he is making a profit isn't it foolish
to change the advertising? No! We
don't suppose Listerine was losing
money when the invoking of halitosis
multiplied sales. Any man has
brains and courage enough to change
when he sees plainly that he is on
the road to failure. It takes bravery
and foresight to make a change

when things are going fairly well.
But that is the time for experi-
ment. Don't wait to operate until
the patient is on his death-bed.

When should an advertiser change?
When people no longer read or be-
lieve what he says; when a new idea
will give him more readers and more
believers; when his essential story,
the facts about his product or its
use, can be put into additional
millions of minds through the ave-
nue of a new idea.

Good enough is seldom good
enough. The hood on the old
Franklin automobile was good
enough from the manufacturer's
point of view. What a difference it
made in sales when somebody with
courage and gumption changed it.

Changing the form of advertising
(not mail-order) seldom if ever
means the difference between failure
and success. These are inherent in
the product, the need for the product
and the organization making and
selling it. Advertising often makes
the difference between some success
and much.

August 25, 1926 ADVERTISING AND SELLING 33

ytg&J -**2q)2

(fcliejeltomor

C^TtinOUnCeS a readjustment of
black and white advertising rate.

^ Effective November i, 1926, (Jan-
uary, 1927 issue) the new rate will
be $2.50 per line ^ $1070. per page.

^ Orders with definite schedules will
be accepted until November first
at present rate.

G>HejeHumor

B. F. Provandie, Advertising Director

1050 NORTH LA SALLE STREET

CHICAGO

Scott H. Bowen, Eastern Mgr. Gordon Simpson, Representative

250 Park Avenue, NEW YORK Chapman Bldg., LOS ANGELES, CAL.

Al>\ KKTISING AND SELLING

August 25, 1926

American Salesmanship Wins

Success Abroad

By Dr. Julius Klein

THE fiscal year just closed
brought once more into striking
relief the rapid growth in
American exports of manufactured
goods, and the immense importance
of foreign sales of this class as a
stabilizer in our total foreign trade
as well as in our domestic industry.

Exports of finished manufactures
increased as compared with the pre-
ceding fiscal year by no less than
sixteen per cent. They were sixty
per cent greater than in 1921-1922,
only four years back. They were
nearly three times as great in value
as in the five year period before the
War. Even after allowing for higher
prices they were more than double
the pre-war average.

This tremendous growth reflects
the ever rising efficiency of American
industry and the energy and in-
telligence of American salesmanship
in foreign markets.

The American manufacturer has
evidently disposed of sundry tattered
scarecrows which used to startle his
timid predecessors as they ventured
along the strange paths of export.
He no longer turns back at vague
warnings regarding "slipshod Ameri-
can packing." "inadequate credits,"
"inexperienced export technique," or
"inferior foreign trade financing."

These threadbare bugaboos have
been most effectively dispelled by the
uninterrupted expansion of the over-
seas markets for our manufactures.
Regardless of depreciated European
currencies and low wages — in fact,
partly because of the low standards
of living which they imply — the in-
telligence and resourceful adapta-
bility of the American manufacturer,
backed by a firm policy as to quality
in goods and services as against cut
prices, have made a place overseas
for American fabricated wares which
bids fair to continue its steady
growth.

Quite evidently the manufacturing
exporter is making rapid headway
with such troublesome problems as
the selection of adequate agents
abroad, the planning of specialized
advertising campaigns through the
aid of export advertising experts,

Dr. Julius Klein

Director, Bureau of Foreign and Domestic
Commerce

and the skilled analysis of foreign
markets. These details are now
giving him quite as much concern in
his foreign plans as they have long
commanded in our domestic trade.

The rapidity of this progress in
our manufactured exports should
certainly not stimulate any smug
complacency on our part. Success
in foreign trade has always been con-
tingent upon resourceful vigilance,
and with the continued economic un-
certainties of Europe, and in view of
their far flung reactions, this is em-
phatically the time for alert watch-
fulness on the part of our merchants
and manufacturers.

OR can it be said that we are
simply filling the vacancy left by
the continued absence of European
wares from certain overseas markets.
Our leading European rivals are
making rapid strides in the recovery
of their overseas trade, and an an-
alysis of these figures for 1925-26
will show that there is comparatively
little in our progress which is likely
to impede their own.

Ours is very largely a trade in

products which are either based upon
our predominance in necessary raw
material supplies or in the produc-
tion of certain specialties of types
and grades distinctly different from
those which could be shipped abroad
in any quantity even by a restored
Europe.

Far from menacing the future of
our manufactured exports there is
absolutely no question but that the
recovery of Europe implies several
vital economic elements in favor of
our trade in fabricated wares. A
careful analysis of the experience of
our exports of these lines during the
last six years in certain selected
markets in the Far East and Latin
America brings out clearly the fact
that the expansion of these particular
outlets varies directly with the
growth of the European demand for
raw materials produced in those
countries. For example, our sales of
automobiles in the Argentine, which
in 1925 amounted to $30,057,958,
have been directly stimulated by the
steady recovery of European demand
for Argentine meat, wool, and
cereals.

As has been frequently pointed
out, there will, of course, be some
rivalry between American and Eu-
ropean manufactures. This is al-
ready evident in textiles and in some
lines of iron and steel products, but
the actually competitive items among
these represent a relatively small
percentage of our total fabricated
exports. And even within these
groups there are various grades
which are by no means in conflict.
For instance, England's exports of
cottons have practically reached their
pre-war quantities in several Latin
American countries but this has by
no means prevented the doubling and
even trebling of our textile sales in
those same markets because of the
growth of an entirely new demand
for specialized American qualities
and lines.

In other words, many of these
overseas markets have vast possi-
bilities for the expansion of their
purchasing power, with consequent
increasing demand for the latest

[CONTINUED ON PAGE 021

August 25, J 92o

ADVERTISING AND SELLING

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ADVERTISING AND SELLING

August 25, 1926

Selling in Uruguay

By A. L. White

URUGUAY is the smallest
South American republic in
area, but is an important for-
eign market for United States goods
because of the sturdy intelligence,
industriousness, and good purchas-
ing power of its people. From the
standpoint of trade, it might be
called a "little Argentina," and
Argentina is the best South
American market. The
good purchasing power of
the people of Uruguay
arises from the fact
that the country is one
of the sources of sup-
ply for food and the
raw materials for
clothing for the world.
It is a grazing and
agricultural country and
is important to the United
States for two reasons : On
the one hand, it produces
meats, leather and hides which
the United States needs and can no
longer produce in sufficient quanti-
ties for itself; on the other hand, its
location in the southern hemisphere
gives it reverse seasons to those of
North America. Consequently the
seasonal requirements of its people,
taken in combination with the sea-
sonal requirements in North Amer-
ica, help to balance demand and to
equalize production in many manu-
factured articles.

The climate of Uruguay is tem-
perate and equable, the purchasing
power of the people is good; hence
these two factors need not be
stressed in a consideration of the
market, and the natural factor of
the production within the country is
the dominating influence in the
creation of demand for imports.
The raising of livestock is the chief
occupation of Uruguay and in the
number of sheep and cattle to the
square mile Uruguay ranks among
the leading stockraising countries
of the world. The importance of
this occupation to the country may
be seen from the large percentage
of land given over to grazing. Out
of a little more than forty-five
million acres of land in Uruguay
about two million acres are devoted
to agriculture and less than two
million acres are covered with
forests; the remainder of the acre-

age is grazing land. The use of
these millions of acres for grazing
gives rise to a great demand for
fencing. The land is divided into
thousands of cattle and sheep
ranches and farms, ranging in size

from a few acres to ten thousand
acres. In order to keep the great
number of cattle within bounds, all
the ranches and farms and even the
railroad tracks and roads are in-
closed by fences. There must be
many thousands of miles of fences
in Uruguay, and most of these are
made of six strands of plain galvan-
ized wire and one central strand of
barbed wire strung on hardwood
and stone posts, with wooden pickets
interspersed at intervals of several
feet. This need for fences has
created a large demand in Uruguay
for fencing materials and wire.

THE industries of Uruguay follow
along the lines suggested by the
natural production, and Uruguay
has been made known the world
over by its shipments of jerked beef
and other meat products. Near
Montevideo is a plant which might
be called the "largest kitchen in the
world" where extract of beef is pre-
pared, a great quantity of which is
shipped to foreign countries. Three
large packing houses are located in
Montevideo, two of which are owned
by packing firms from the United
States. One of the bonds between
the United States and Uruguay is
the amount of capital which Ameri-

can firms have invested in Uru-
guayan industries.

This investment of American cap-
ital is no doubt one of the "invisible"
factors which encourages trade be-
tween the two countries. The prin-
cipal imports into Uruguay are pe-
troleum products, automobiles, iron
and steel products, lumber, tex-
tiles, coal and sugar. In these
imports the United States
leads in petroleum prod-
ucts, automobiles, lum-
ber, sugar, and farm
machinery.

The importation of
farm machinery into
Uruguay follows in the
"**B"/ wake, of course, of the
occupation second in
' importance in the coun-
try : farming. Uruguay
has an exceedingly fertile
soil adapted to the raising
of grain. Wheat is the most
important agricultural crop, but
corn, flax, oats, barley, alfalfa and
linseed are also raised, and the cul-
tivation of tobacco has recently been
undertaken. The production of
these crops, similar to those in the
United States, creates a demand
for the same types of farm ma-
chinery and implements as are used
in this country. In 1924 Uruguay
bought over six hundred thousand
dollars' worth of American farm
machinery. Not only is it at present
a good market for this type of goods
but it will probably be a growing
market, for it is claimed on good
authority that with its fertile soil
Uruguay is gradually progressing in
its development from the pastoral to
the agricultural stage, and that
farming will increase. At present
Uruguay has no appreciable surplus
of farm products for export after
the domestic demand has been satis-
fied.

The fertility of the soil and the
tremendous cattle raising industry
and the packing houses of the coun-
try give the people of Uruguay a
purchasing power that enables them
to indulge their tastes for many
things beyond the necessities. The
Uruguayans are a progressive,
beauty-loving race, and their tastes
run toward the substantial and beau-
t i ful. Montevideo is one of the beau-

August 25, 1926

ADVERTISING AND SELLING

water

i .

Eft

'i ../

»w

Another great crop of more
than 400,000,000 bushels of corn is now
maturing on the farms of Iowa.

Good crops and rising- prices of
farm products are reflected in buying
activity throughout the state.

The Des Moines Register and
Tribune, reaching every third family
in the state, is the key to the Iowa
market.

No other middle west newspa-
per covers its field more completely.

We give whole hearted co-op-
eration backed by first hand knowledge
of local conditions.

Pe£ fflmwg $leg&kr xmfo QErifame

175.000 DAILY— 150,000 SUNDAY

ADVERTISING AND SELLING

Augun 25, 1926

tiful cities of the world,
spacious, well laid out
and healthful. It is well
lighted and modern in
every respect and is
building and improving.
Only recently bids have
been called for by the city
administration for elec-
tric meters and for insu-
lated copper wire. The
management of the state
railways and street cars
has had under considera-
tion the partial electrifi-
cation of the Northern
Railway from Montevideo
to Santiago Vazquez, a
distance of about twenty
kilometers.

Besides electrical goods
and equipment, in their
extensions and in their ""

building, the Uruguayans
require considerable iron and steel
and lumber. These they have to im-
port. In lumber, they seem to favor
American pitch pine, which sur-
passes in value and volume all other
shipments of lumber to this market.
The lack of the fuel minerals hinders
Uruguay from becoming a manufac-

(E) Publishers' Pn to Ser

hiring country, but it does have some
small factories. Furniture is made
in considerable quantities and for
this American oak is imported.

From Montevideo highways are
being constructed to reach the newer
regions of the republic. Much prog-
ress has been made in the past few

years in highway con-
struction, and numerous
projects are planned.
These highway projects
open up a market for road
building machinery and
tools.

Uruguay is a good mar-
ket now for automobiles
and as highway construc-
tion progresses it will be-
come a better one. Not
only automobiles and
their accessories are in
demand but motorcycles
also seem to be fairly pop-
ular. Possibly the auto-
mobile is now to be con-
sidered as much a neces-
sity as a luxury. Other
articles which are clearly
luxuries are also on the
list of imports into Uru-
guay. The Uruguayans
are a music loving people who bring
over from Europe each year to sing
in their large theater the best stars
of grand opera. They like music in
their homes and import musical in-
struments, and America n-made
pianos are liked by them.

[CONTINUED ON PAGE 70]

Lesson Number One to Advertising

Aspirants

By Norman Krichbaum

A S Lord Macaulay said of Lars
f\ Porsena's attack on Rome, "the
/ % horsemen and the footmen are
pouring in amain."

Every hour the horsemen and the
footmen of our future advertising
cohorts are arriving in force. The
impulse to spare these verdant re-
cruits some portion of the rebuffs
and disillusionment which will be
theirs is doubtless futile. The
gauntlet must be run. Green fruit
is green fruit without the sunshine
and the rain. And even at the
harvest we still have to pick the
plums from the prunes.

There is no ten-word epigram
which we can frame hugely and hang
above the proud novitiate's desk to
ward off fond hope and foolish per-
formance.

Therefore, without hope of re-
ward or results I address this
paternal patter to our immediate pos-

terity. May it do no serious harm !

Begin by getting rid of the notion
that advertising is the sanctum of
"cleverness." It is not. It is the
citadel of plain facts, set forth pal-
atably— but without any festoons of
verbal nonsense.

As a corollary of this, remember
that you are doing what you are
doing not to call attention to your-
self, not to call attention to your
copy, not to call attention to the
product in hand, but to help sell that
product. That is a psychological
problem worth deep study — not only
of the product but of human nature.
Your job is to make people think so
favorably of that product that they
will be moved to buy it. That is the
alpha and omega of your job.

In the second place, do not make
the common error of regarding ad-
vertising as the acme of everything
or anything. Do not credit any

gibberish about the business having
"made its mark" or arrived at virtual
perfection. Advertising is a lusty
infant, but still an infant. When it
grows up it is going to have a mort
of new characteristics that nobody
foresees today. It will evolve, it will
expand, it will consolidate its ad-
vances and abandon its non-essen-
tials. You are going to be a for-
tunate participant in that evolution.
Thirdly, do not worry about the
perennial "critics" of advertising.
There are men who write advertising
and men who write about it. Listen
to the men who write it. Adver-
tising, like literature, is dogged by
a horde of supercilious and super-
fluous "critics" who will never shape
the course of advertising. That
course will rightly be governed by
the masters in the craft, among
whom you will aspire to count your-
self some time in the future.

August 25, 1926

ADVERTISING AND SELLING

SIXTH OF A SERIES)

(Directive MAIL may be somebody's
"direct mail" — it may be a page in a
mass or class magazine, it may, be a
sales letter — or almost
anything of an advertis- fy

ing nature — BUT, the AtW
term fairly and faithfully
applies to every issue of
all units of the Economist
Group — the straight way
into the better, bigger
stores of the land

TH E

EC O N OM

GRO U P

DRY GOODS ECONOMIST and MERCHANT - ECONOMIST —
reaching buyers and executives in more than 30,000 stores in 10,000 cities
and towns — stores doing over 75% of the U. S. business done in dry goods
and department store lines. — 239 W . 39th St., N. Y. — and major cities.

'& put VfOUA, SCotlA,

pswrryyUxrri to- the,

3 ^ZAXa, of

cUA^cXi^mcul?

-y ,>l)q{A it cfjtl into iU man?

It will reach the right office —
but help it past the barriers
and straight to the attention of
ihe right person.

'o€A it asZ mto- hJA mind?

Give it some swift, sure evi-
dence of interest — let your
prospect know he needs your
message.

HyotA it asZ info_~dctimi ?

7HESE THINGS seem sim-
ple, fundamental. What good
can the most "powerful" ad-
vertising accomplish unless it side-
steps the wastebasket, unless it wins
a thorough, thoughtful reading, un-
less its ideas and advice are put to
work. In most cases, too, directive
MAIL is ordered, paid for, kept,
quoted, passed around, treated as
expert opinion.

In the department store field, the
Economist Group stands every test
of directive MAIL. Here you have
the easy, economical approach to
the buying minds of a vast market.
If product, price and selling proc-
esses are right, success is automatic.
Tell and sell the merchant — and
he'll tell and sell the millions.

ADVERTISING AND SKLLING

August 25, 1926

Answering Mr. Krichbaum

By Warren Pulver

I HAVE read with interest Mr.
Krichbaum's somewhat bilious
opinion of direct mail advertis-
ing and I have allowed a few hours to
pass in order to recover my breath.

Now, if you expect me to act as
a self-appointed mouthpiece of the
direct mailers, quit here and turn
over to those cream-colored pages
where you can see that the agency
which stole the Wet Match Oven
account from you has just lost it to
the agency from which you just took
the Grape Fruit Muzzle account.

Having cheerfully given most of
my still few years to both direct
mail and periodical advertising, I
feel that as a mediator even a small
voice may be a tempering quality
where all else that achieves the dig-
nity of print seems to be belli-
gerently pro or anti.

I do not know who Mr. Krich-
baum is, but he manages to restrain
his enthusiasm for direct mail.
Further than that, Mr. Krichbaum
bids more than one defiance to direct
mail, and invites it "to go and get a
reputation" before it asks admission
within the doors of sanctified,
orthodox agencies.

The average advertising man's
gorge is apt to rise at the American
Medical Association because it op-
poses advertising by doctors, and
fights bitterly the recognition of any
new school of medicine.

Yet, Mr. Krichbaum would do
likewise and have the standard
agency adopt an insulated attitude
and challenge direct mail to grow
up by itself.

The bold, cruel truth is that both
direct mail and periodical advertis-
ing are as yet very little understood
by anybody. The men who are de-
voting their lives honestly to either
method are busy gathering small
crumbs which they devoutly hope are
falling from a groaning banquet
table rather than from a ravished
picnic basket.

If the direct mailers and the
agencies do not know their own busi-
ness, surely they do not know enough
about the other man's to sit in fero-
cious judgment.

The writer humbly suggests that
both sides get together and combine
the two forms of advertising; using
each when, as. and if justified by

the hardest and most impartial
study.

Establishing schools and factions
of this and that never in the world's
history got anybody anything, and
the only real progress we have ever
had has come out of science and edu-
cation— the former seeking truth
and the latter disseminating it.

I agree with Mr. Krichbaum on
one very important point: he de-
clares that the direct mailers will
not gain anything by raking up and
broadcasting the weaknesses of
periodical advertising. He is quite
right, and the only way to prevent
poorly guided zealots from doing that
very thing is to give honestly a fair
chance to the other side.

Agencies, by virtue of their es-
tablished position, are excellently
situated to bring direct advertising
into the dissecting room, test it, go
through it and decide once and for
all whether it is a natural companion
to periodical advertising or so in-
ferior that it can be discarded like
an outworn invention.

AGAIN I say with emphasis that I
champion neither direct mail
nor periodical advertising. I study
both and work with both. My opin-
ions about their relative values are
as yet worth practically nothing, and
I question any other man's ability to
present a provable case for the
superiority of either side.

I think direct mail is destined for
the small and limited advertiser in
order that he may grow. It also
seems to be suited for the advertiser
whose natural market is very small,
well-defined and of a character pos-
sible to list. Direct mail's greatest
use seems to me to be as an adjunct
to periodical advertising.

But let us all be fair to direct
mail ; for we can all be fair to that
which we do not fear, and adver-
tising, by its nature an enlightening
profession, should be fair at all costs.

Mr. Krichbaum is not fair. Nor
does he evince that knowledge of the
human mind and its workings which
should be the very hallmark of any
advertising man. He has written an
article so provoking as to incite and
precipitate the very situation he
wishes to avoid.

He points out that the efficiency

of direct mail rests upon the quality
of lists and that good lists are hard
to contrive. Perfectly true, but
does Mr. Krichbaum wish to imply
that difficulty and hard work have
no welcome within the doors of
agencies? He is not honest if he
does.

And Mr. Krichbaum seems to have
been studying the tactics of the hick
lawyer whose favorite artifice is to
assume for himself the logical at-
titude of the other side, for he states
that "against direct mail, magazine
advertising asks no quarter. All it
wants is a fair field and it is bound
to get it." This sounds as
ridiculous as it would if Jack Demp-
sey should make the remark about a
possible encounter with my year-old
niece.

Mr. Krichbaum excuses large
agencies for an assumed apathy to-
ward direct mail because "the
larger agencies . . . have a proved
investment in magazine advertising
to protect."

In other words Mr. Krichbaum in-
sinuates that this investment might
very well interfere with an agency's
honesty of recommendation, even if
it knew direct mail to be a superior
medium. It is not true, and some of
the larger agencies are individually
working very hard in the direct mail
field, just as some of them have come
to service the once neglected trade-
paper field.

Mr. Krichbaum further states:
"The smaller agencies have filled to
some extent the role of pioneers in
direct mail, which possibly is as it
should be."

SINCE when, pray, has pioneering
fallen within the logical province
of the weak?

And further, if some day direct
mail advertising should turn out to
be the medium, might not the now
small agency be great and the now
great be small or worse?

Mr. Krichbaum says again. "You
can't keep a good man down or a
good advertising tool buried."

Why try, then? Why not find out
whether direct advertising is good,
and if it is, make it a part of regular
agency service?

Above all, Mr. Krichbaum makes
the bad mistake of adopting a

[CONTINUED ON PAGE 721

August 25, 1926

ADVERTISING AND SELLING
t —

GEAUGA

ERIE

HURON

CU YAHO GA cLmm «fJ

• n..~.^, \ a .- Independence ^ / ,

•»— THETRUEfCLEVELAl^i^RKET~7!

LORAIN

• llelljngton

,._i\,

trkdine

SUMMIT-

PORTAGE/'

fcL MEDINA /

1 \ /

/ Vadsvortt •

C/3"f°g" I "*«'«'■

® Afow
• Aervnore
%3arberfon

• Ramnna

ASHLAND

/ AKRON TRADING ! RADIUS

WAYNE

STARK

it's The

TRUE

Cleveland
Market

The True Cleveland Market is an
area bounded by a 35 mile radius
of Cleveland Public Square — ex-
clusive of a sector of The Akron
Market which overlaps the Cleve-
land radius.

These facts have been verified and ap-
proved by Editor and Publisher, the Audit
Bureau of Circulations, the Ohio Bell
Telephone Co., 22 of Cleveland's leading
retailers, 45 wholesalers, jobbers and
distributors, 206 northern Ohio grocers,
and (with minor reservations) the
J. Walter Thompson Co.

Complete market data, authentic anal-
yses reports of innumerable surveys, al-
ways available upon request.

The Cleveland Press

NATIONAL REPRESENTATIVES:

250 Park Avenue, New York City

DETROIT SAN FRANCISCO

FIRST IN CLEVELAND

i-'-'-.-il;. •

ALLIED NEWSPAPERS.
410 N. Michigan Blvd.. Chicago

I NC.

t I 3

SEATTLE LOS ANGELES

sen i er s-hgw a it 0

LARGEST I

I O

ADVERTISING AND SELLING

tugust 25, 1926

What Will Come Next?

eral market shortage, outside of the
buyers' strike of 1920, would make in-
teresting reading in itself. Suffice it to
say here that the wage increases of the
typical factory wage earner averaged
290 per cent, while the cost of living
was going up 90 per cent; and that the
huge influx of female wage earners
nearly doubled the family buying-power
all over again.

WE in the advertising business,
who are so willing to take credit
for the great moves forward, of course
assumed that these added markets
should be credited to salesmanship and
advertising. Not so. They were due to a
condition that in many cases the manu-
facturers did their best to fight: i.e.,
the wage increases of the average fam-
ily head and of his progeny; and war-
time created desires on the part of mil-
lions of people who never before
dreamed that they could have the things
which wartime incomes put in their
hands, or within their reach.

People who speak disparagingly of
the workingman, and of the way in
which he spends his money, had better
give the matter some careful thought.
For if that same workingman ever quit
spending his money today we would
wave our present national prosperity
a quick good-bye. Instead of cutting
down on his spending, the workingman
must continue to spend the present pro-
portion of his family income until either
immigration or the increase in births
over deaths absorbs the production
slack that has existed ever since the
war — and will continue to exist for at
least twenty years to come.

With continued high wages, we are
due to have good spending for several
years ahead. But when these people
stop spending their money in the pres-
ent proportions, there must be some-
body to take their place.

If ever this spending were to stop,
even for six months, then, would come
real competition. Competition in which
efficiency in sales or advertising would
make the difference between successful
and unsuccessful manufacturing. The
waste must eventually be squeezed out.
Why not get in practice now, when
things are running smoothly, by in-
creasing the advertising and selling ef-
ficiency of every dollar put into those
departments? Markets go to the fore-
warned, the forehanded, and the fore-
armed in a crisis. The crisis to our
generation may never come — but it is
doubly profitable to be prepared. We
should be giving this a lot of study.

In the Moss-Chase "Barometer" of
May, 1926, under the heading of
"Budget Control of Advertising Ex-
penditures," we read:

"A decade or more airn, American busi-
ness was 1 .1 with Taylor's
Theory of Scientific Management. In

[CONTINUED FROM PAGE 25]

ly every instance, Taylor's ideas were ap-
plied to more scientific methods of produc-
tion. In comparatively IVw instances were
his theories applied to problems of manage-
ment and control, except to the handling of
materials, the operation of labor, and other
problems that had to do with the same or
less amount of labor cost.

"Shortage of labor called for more
efficiency — compelled machine production — •
and with it gTew the necessity for better
methods of manufacture. Today, American
business is cited the world over for its
ability to compete with a low labor cost
primarily because of this remarkable ad-
vance in scientific production.

-The need today is for some such ad-
vanced methods and scientific formula: that
can be as consistently applied and estab-
lished as fundamental rules of executive
management, financing and selling as
Taylor's formula have been consistently
applied."

Anyone who has given the subject of
excess production a little study must
agree that it will take at least twenty
years of our present basis of growth to
absorb our existing normal production
capacity. Those who care to look the
facts in the face will also admit that
the era of prosperity since the buyers'
strike in 1920 was the greatest stroke
of good fortune in our national busi-
ness development.

CONDITIONS directly affecting
this change of buying conscious-
ness on the part of the rank and file
have been visible for upward of fifty
years. Dr. Mary Walker, with her de-
sire to wear trousers, and the school
mistresses of her period were the fore-
runners of our present army of em-
ployed women, which, incidentally, will
grow year after year, until woman is
economically independent. But that,
too, is another story. Labor unions
aided by labor shortage brought higher
wages — without which we never would
have survived the storm of excess pro-
duction. Other factors equally im-
portant just happened, and brought
about a national prosperity the like of
which we have never seen.

Our advertising and merchandising
work, under the conditions, has been a
comparatively simple one, primarily of
copy and layouts, but the buyers' strike
of 1920 illustrated a few of the harder
conditions which will be faced by selling
and advertising when the average pur-
chaser must be persuaded to buy at all.
It also showed how much further our
merchandising and advertising knowl-
edge must go in the next twenty years
if we are to solve the selling problems
faced during that buyers' strike. In
the search for the solution, I submit
herewith a few loose ends which will
be tied up in our next twenty years of
selling and advertising effort.

1. The securing of the proper facts
on which to base decisions, before,
rather than after, the appropriation is
spent.

2. The practical inclusion of these
facts in a perfectly synchronized sales
plan and story, on which the entire ad-
vertising message is based. A plan

which operates just as smoothly when
it reaches the point of ultimate sale
as it does when it leaves the copy and
plan department.

3. The proper capitalization of re-
productions of or references to one
product in the advertising of others.
Such, for instance, as the appearance
of a Timken Axle in a piece of motor
car copy.

4. Some well-defined dealer plan, ar-
rangement or understanding which will
assure the fairly regular appearance of
trademark or story over the dealer's
or jobber's signature in their own ad-
vertising.

5. Properly planned and adequately
manned methods of getting regular use
of dealers' windows; even if they have
to be paid for, as in the chain store
today. This will eventually be the case
in all better grade stores.

6. A selling plan changed quarterly;
sales innovations which not only have
news value to the consumer, but also
to the jobber and dealer.

7. A selling and merchandising story
that involves practically no thinking
or selling initiative on the part of deal-
er or jobber. It is futile to expect them
to take too great a part in the activity,
unless, of course, they can see a greater
than average reward in the line.

8. Some form of key on every ad-
vertisement or direct mail piece if for
no other purpose than to check up on
the type of appeal that goes best at
certain times of the year.

9. Some form of secondary tie-up or
follow-through mailing for every na-
tional or newspaper advertisement that
appears. Expensive as much of such
follow-up material is, it is no more so
than a magazine or newspaper message,
seen once and forgotten.

10. The legitimate use of that much-
maligned and much-abused force known
as publicity. There is and always will
be a real place for properly planned
publicity, a rare variety which benefits
both publisher and advertiser.

11. An intensive study of the size of
advertisement that will best portray
the product and proposition.

12. The proper balance between read-
er coverage of the market, and fre-
quency of the appearance of the copy.
Studies are now being made on this
aspect which will result in surprising
increases in advertising efficiency.

These are a few of the sources of
greater economy and efficiency in sell-
ing and advertising; a few of the loose
ends which will be tied up in the next
twenty years, if the same progress is
attained in these channels as the pre-
vious double decade found in produc-
tion methods. They deserve as much
attention as is ordinarily paid to the
mechanics of media, layout and copy,
with which they are irrevocably linked.

August 25. 1926

ADVERTISING AND SELLING

ZH E Y all come out of the machine shop !
The airplanes that roar overhead with the
transcontinental mail, the motors that crowd the
highways, the clattering typewriter, the roaring
turbine, the tractor, the adding machine, the plow
— yes, a machine shop produces each and every one.

The buying needs of these thousands of machine
shops are tremendous. And there is one source
upon which machine shop executives depend more
than any other for facts about new machines, tools,
accessories, supplies, and materials. That source
is the American Machinist.

The American Machinist widens your market
and simplifies your selling by carrying your sales'
message direct to the responsible men in practically
all important units of industry. It puts behind
your sales-message the confidence which this
publication has created in half a century of serving
the machine shop world.

ADVERTISING AND SELLING

August 25. 1126

The 8pt. Vage

Q0-

^odkins

LAST night I finished reading Henry
. Ford's (and Samuel Crowther's)
^ "Today and Tomorrow" for the
second time. Reading a book through
twice is a habit of mine when I strike
one of exceptional value or significance,
for the second reading makes it mine.

I am tremendously excited about
"Today and Tomorrow." If I were the
owner or manager of any sort of a
manufacturing business or of any busi-
ness involving production, transporta-
tion, or a broad knowledge of business
administration or finance, I should call
all of my key executives to me, one at
a time, and present each with a copy
of this book and three days off (about
a week apart) to read it — three times.
I would have them read it the first
time for its inherent interest. I would
have them read it the second time for
its broad industrial and social signifi-
cance. I would have them read it the
third time with a lead pencil in hand
for its application to our business, with
instructions to mark in the margin
wherever it came to them that some
method or policy or principle men-
tioned in the book might be applied or
adapted in some way to our business,
or might suggest something that would
benefit us or our customers — the pub-
lic. Two months later, I would accept
the resignation of any executive who
had not come to me with some practi-
cal suggestion as a result of those
three readings, for I would know defi-
nitely that there was no growth in him,
and he would stop the progress of the
business at his point.

That is how I feel about Henry
Ford's latest book. To which I would
add that any major business executive
who ignores or neglects to read this
book will, in my humble opinion, auto-
matically class himself as a Has Been
who is ready to stand aside and salute
Progress deferentially as it passes.

—8-pt—

A. C. G. Hammesfahr submits this
gem from an old copy of the Post, be-
ing part of an article on New York so-
ciety by Mrs. Burton Harrison:

In the fac< ' the luxurious displays of
New York society, at which the
whole world blinks astonished, we

Pi t.-'Hinvr that things were ever

imong ns

When tt» young diners-out "f this gen-

acci pi as a mattei of course the

banqui I nightly during the sea-

son, of twenty *»r thirty guests assniihini

in great rooms paneled in priceli arvings

tl tapi mi. of mythic ai

dible value. <>ur boys ami glrli ari

in. t in the least JHTI nrhi'il 1 , v llii

ind them at these feasts of B

i flunkies in the livery of the

i i . concocted by a

private chef whose wages often surpass
the yearly gains of university-bred and
highly specialized young professional men
seated at the table.

One curious in such matters might be
amused to compute the cost of the enter-
tainment of a night, enjoyed repeatedly by
any one of the much-invited favorites of
society. Take the dinner with its costly
delicacies, wines and flowers, at so much
per head : add to that a seat in a parterre
box at the opera afterward ; and go on
to the ball or cotillon where the money lav-
ished upon decorations, music, supper at
little tables, toilettes and jewels represents
an aggregation of opulence almost incredible
to the outsider.

Nowadays our youth can get almost
the same thrill by browsing through the
advertising sections of most any of our
more sophisticated periodicals of an
evening, with the radio turned on to
furnish the jazz obbligato!

—8-pt—

One of the best copy lines I've seen
in a long time is this one from a Del
Monte advertisement: "Quality is more
than label-deep. It's the reputation be-
hind the label that counts, especially in
buying canned fruits." This, with a
picture of a Del Monte can, was adver-
tisement enough.

It is too bad it didn't end there.

— 8-pt^

The New York, New Haven & Hart-
ford Railroad has brought out some
one-sheet posters this summer which
seem to me to be in a class with the
London Underground posters — than

CAPE COD

The Charm
_ of ""

Eirly American.

I.'l IMNKDIN CAPE COP RESORTS TODAY

I I , , mpkie dot .uL on He ill:' fa retan

Ih.lnmi \hrtoi am/uh tile IKKel mrnnr

Ir.llit ft lit;!::!/-/ ,11"! nv.vi .lllim / dnqtbrd

cop) oflneaUFdcwe* iftt oa vooJai

I HI M W WRk NEW MAVKN JnJ HARTKOUD II R
TIIIMW l\(,IAM)STIAMMIIIMI)

which there are no finer, to my way of
thinking. It is a pleasure to reproduce
one of these quaint posters.

—8-pt—

And speaking of vacation land, yes-
terday morning I went to church in the
little octagonal Union Chapel at Oak
Bluffs, on Martha's Vineyard. The
preacher (who incidentally had a won-
derful sermon idea but took 40 minutes
to develop it whereas the congregation
had developed it for themselves, if not
with his finish at least to their own sat-
isfaction, in 18 minutes — which is a
warning to salesmen) referred to a
friend of his, a Boston lawyer, who
said he had discovered that he could do
a fine year's work in ten months, but
only an indifferent year's work in
twelve. Which I submit to any reader
of this page who "can't spare the time"
for a vacation this summer as a stub-
born truth to struggle with — and lick
if he can !

—8-pt—

After a recent holiday, when it is fair
to assume the bons vivants of New
York had burned considerable of the
New York Edison Company's early
morning current and imbibed generous-
ly of the forbidden waters of exhilera-
tion, there appeared in the window of
Ma Gerson's Soda Shop on Broadway in
the Forties a large sign extending this
timely and hospitable invitation:

Come in and Sober I p
Jironio Seltzer
served FREE
all day-
Ma Gerson never learned that from
any correspondence school of advertis-
ing! She learned it from her trade.

And speaking of learning from the
trade reminds me: for a long time I've
been intending to write a piece on what
a manufacturer might learn from his
trade if he made bold to get on the
trade's side of his salesmen's order
books and look at his own business with
a cold eye as if he'd never met it before,
didn't need anything, and rather re-
sented its existence.

Need I write the piece?

August 25, 1926

ADVERTISING AND SELLING

How Leading Radio Advertisers
Invest Their Appropriations —

RCA

Priess

Jewett

Roister

Sonora

Sterling

Kennedy

Gilfillan

DeForest

Radio-Dyne

Thermiodyne

Atwater-Kent

Music Master

Freed-Eiseman

Stewart- Warner

Philco Batteries

Brightson Tubes

Willard Batteries

Brunswick Radiol a

Stromberg-Carlson

Marathon Batteries

Cunningham Tubes

Ray-O-Vac Batteries

Liberty Transformer

Ever-Ready Batteries

The eleven italicized advertisers
used The Milwaukee Journal ex-
clusively in 1925.

and

TWENTY-FIVE leading radio
radio accessory advertisers concen-
trated in The Milwaukee Journal in 1925.

Fourteen of the advertisers listed at the
left invested more of their appropriations
in The Journal than in the other two Mil-
waukee papers combined. Eleven used
The Journal exclusively.

An Increasing Favorite in 1926

During the first seven months of 1926 The
Milwaukee Journal printed 64,187 lines of
paid national radio advertising — an in-
crease of 27 per cent over the correspond-
ing period of 1925. The Journal printed
20 per cent more national radio advertis-
ing than any other Milwaukee paper
during the first seven months of this year.

The most successful advertisers in all lines
of business consistently concentrate in one
paper to build a maximum volume of busi-
ness in the rich Milwaukee-Wisconsin mar-
ket at the lowest possible cost per sale —

THE MILWAUKEE JOURNAL,

(\§S""f ir^st by meruit

ADVERTISING AND SELLING

August 25, 1926

Salesmen's Cars

[CONTINUED FROM PAGE 20J

Worth and Dallas, Tex. ; circles of one
hundred miles around Los Angeles and
San Francisco; a two hundred mile arc
around Albany, N. Y., and the New
England States, the average checks up
very well: $2.21 net increase per day in
transportation cost.

INCIDENTALLY, in this same ten
year sales analysis the slogan,
"Your men will cover twice as many
miles in a year in a machine as they
will by train," has proved in our case
to be entirely untrue. In fact, when-
ever this generality or any similar
statement has been made by a sales ex-
ecutive, and I have challenged it, and
wherever figures were forthcoming,
they agreed pretty closely with our
own.

We have found that over this same
ten year period our men using auto-
mobiles over the same territories which
they had previously covered by train
have averaged 12 per cent greater mile-
age. It has been noticeable that in the
first year of automobile travel our
salesmen using cars have averaged 20
to 22 per cent greater mileage; but
this has fallen back in some cases to
actually less than the train mileage had
been.

Since it costs more for salesmen to
travel by automobile than by other
means, and on the whole it increases
the mileage to only a very moderate
degree, why is it that we, like other
veterans, continue in the face of these
facts? When I am asked the question
which I invariably ask, "Why do your
salesmen use automobiles?" my reply
includes these factors.

First of all, I believe that the sales-
man is entitled to enjoy his work, and
that the more he enjoys his work the
more profitably he will sell. This was
the reason for my conversion to the
use of automobiles by salesmen, and it
is the reason why, in some circum-
stances, I still believe it to be well
worth the added investment.

Ignoring for the moment the con-
siderable number of salesmen who hon-
estly do not enjoy traveling by auto-
mobile and those who, while driving
moderate distances, are rendered more
or less unfit for work when covering
normally required daily mileages, there
remains the number of men who in
these modern days prefer the combined
comforts and hardships of automobile
travel to the combined discomforts and
occasional advantages of train travel.
Incidentally, they find in the automo-
bile two opportunities for greater sales
entirely absent in train travel. The
first is the obvious one of entertaining
customers by "taking them out for a
ride." Even in these days, when there
is a car for every family, many sales-
people (not to mention buyers and prin-

cipals) will be found riding in sales-
men's cars.

On the other extreme, we find the
veteran salesman who can avoid
wasting time, after the normal busi-
ness and social requirements have been
fulfilled, by having his car at hand to
take him to the next point where, if
held to a train schedule, he would also
be held to entertainment costly in time
and money. For the veteran can sound-
ly sidestep because he has his own
schedule, which is entirely independent
of train arrivals; and the very elasticity
which repeatedly handicaps the novice
salesman and leads him to slow up be-
cause "he hasn't the excuse of catching
a train," works just the other way with
a veteran.

The wise salesman who covers his
territory in a car gets good hotel ac-
commodations. He no longer fears
making "the city with the bum hotel"
late in the day. He covers his ground
and then drives thirty or fifty miles, if
need be, to a town with a good hotel.
He is no longer anchored to a cot in
some corridor at convention time.

IN our experience — which is the mir-
ror of many other manufacturers —
the wise use of automobiles by salesmen
can be divided roughly into four divi-
sions. The first includes, of course,
the reaching of small towns which are
not served or which are inadequately
served by other means of transporta-
tion. In this field a sturdy, low-priced
car is supreme. Every hamlet of a
hundred has someone who understands
the mechanics of a Ford, and probably
can do simple repairs on a Dodge.

The second "certainty" in this con-
nection includes the cases of salesmen
who have territory well served in part
by main train lines of railroads, but
entirely inadequately served, from the
standpoint of the salesman, the moment
they break away from the arteries of
traffic.

There is a large triangle in New
York State, of which Albany is the
apex, which illustrates this point.

The third condition under which the
use of a car is successful is when the
salesman is not supported by a junior
salesman and yet is endeavoring to
support the jobber by turning over to
him orders from retailers. For without
deviation from the straight line be-
tween A and B, the salesman can fre-
quently, with a minimum amount of
sales time, pick up a surprisingly large
volume of turn-over orders. As he
comes to know his "intermediate terri-
tory'' well, it is even more surprising
to find how many towns just off the
beaten road he can cover in behalf of
the jobber, and what a surprising
amount of competition he can kill.

A fourth division covers the occasion

in which senior salesmen are called
upon to visit outlying mills and fac-
tories.

This breaks into two distinct types.
One calls for direct consumer sales
of substantial equipment; the other, for
sales which, while smaller in size, are
turned through trade channels.

Fifteen of our salesmen who were
called upon to do this kind of work are
enabled to cover intensively territory
of which they once could cover only
certain high spots. For example, a
number of Middle-Western cities will
be remembered to have their industries
located at the ends of spokes radiating
from the civic center and frequently
ten to eighteen miles from its center.
The transportation is excellent from
the center to the end of each spoke.
But there is no spider-web transporta-
tion.

In the old days the salesman, in
order to cover his full territory within
the buying periods, was forced to select
perhaps the three to six most important
consumer accounts on each trip out of
their eighteen to twenty desirable, ac-
tual and prospective consumer custom-
ers. Today our men, by "riding the
rim," can in two days make all con-
sumer calls on each trip— ^as against
four days spent in covering a third of
that number prior to their use of the
automobile.

I would warn, from our experience
as well as that of others, against the
use of automobiles by salesmen without
the consent of the company physician
or some doctor who has made a thor-
ough physical examination of the sales-
men involved. I would warn against
the use of high-priced cars "for the
purpose of building up our prestige." I
would warn against strictly big-city
coverage by cars, and urge the investi-
gation of possible taxi and semi-taxi
service. I would warn against com-
pany-owned cars, except where the
salesman's income obviously is not es-
tablished.

I WOULD warn against listening to
the argument that "this higher-
priced ear will save so much of your
salesman's time, because it will not
need repairs, that you can't afford to
use a Ford." I would warn against the
use of sedans as compared with coupes;
against roadsters in place of coupes.

I would advocate strongly the use of
odometers as against speedometers in
connection with small-town work.
Those who have had their statistics
wrecked by the breaking of speedometer
cables will smile as they remember
their own early troubles in this direc-
tion.

Particularly, I would urge an automo-
bile cost accounting system which will
include all costs.

August 25, 1926

ADVERTISING AND SELLING

■^T "O This advertise-
* ment is one of a

series appearing as a full
page in The Enquirer.

&**H»KW«Ma>*e4

Mr* Cincinnati Golfer

♦ ♦♦♦"PAR" in everything he does

\E talks a strange language — -a lan-
guage of "traps" and "bunkers,"
"slices" and "hooks." His friends say
he is "golf-crazy" — and secretly envy
him his coat of tan. His wife yawns at
the story of his latest "birdie" — then,
next day, boasts to her bridge club of
his achievement. He is an "ace"
among men. . . . Mr. Cincinnati
Golfer.

And Mr. Golfer "goes around in
par" off the course as well as on. He
has made more "eagles" in business
than he has at the club. He puts the
same spirit into civic drives that he puts
into golf drives. His social standing is
as high as his medal score is low.

How many men does "Mr. Golfer"
represent? The members of Greater
Cincinnati's golf clubs alone number
more than 3,500, not to mention the
thousands of "now-and-then" players.

It is estimated that the weekly golf ball
bill of these men is above $2,500.
Their investment in equipment runs
close to a quarter million.

But Mr. Golfer's buying doesn't stop
with his favorite game. His wants are
many and varied, and he always has
money to satisfy them. One thing that
he buys as regularly as the days come
'round is The Enquirer. For here he
finds comprehensive stories of the golf
events he is interested in; here he finds
crisp comment on other sports, com-
plete financial reports, impartial, con-
servative treatment of all other news.

To sum up, Mr. Advertiser, you
have in the Mr. Golfers of Greater
Cincinnati a market for thousands of
dollars of merchandise every year — a
market well worth going after — and
certainly worth going after in the news-
paper the golfer reads — The Enquirer.

$2,500

for gutta percha

every week!

It is estimated that Mr.
Cincinnati Golfer spends more
than $2,500 a week for golf
balls. His investment in
equipment runs close to a
quarter million.

I. A. KLEIN

New York

Chicago

THE CINCINNATI 3H ENQUIRER

'Goes to the home,

R. J. BIDWELL CO.
San Francisco Los Angeles

stays in

the h

ome

ADVERTISING AND SELLING

August 25. 1926

I^WW

cflie ^Tragedy
ofiheMissing

& ^

HE article that looks better than the
picture from which you selected it' — '
the merchandise that proves better
than the merchant's claims for it' — '
the advertising program which sur-
passes the results prognosticated' — '
aren't these examples of sound sales-
manship on which lasting success

is built?

P-H

Similarly, isn't an advertising agency
wiser to risk understatement of its
service and performance than to ped-
dle promises that can't be fulfilled?

P-H
We believe so.

Powers -House

^Advertising

HANNA BUILDING -e + CLEVELAND. OHIO

Marsh K. Powers, Pres.

I rjiik L. House. Jr., V. Prcs. 3 Gen. MKr.

Gordon Rielcy, Scc'y

Industrial Losses

[continued from page 28]

Company when that company trod the
primrose financial path and raised its
dividends by cutting down the adver-
tising until it was at a minimum. The
inevitable then happened: there was a
competitor who had the opposite view
(William Wrigley), and although at
the start he had only a tiny fraction
of the chewing gum market, he ended
by having the lion's share — all because
the American Chicle Company directors
were having a grand time cutting divi-
dend melons, which were chopped off
the vines of advertising and caused the
shriveling of the whole plant.

IN how matter-of-fact a way the new
type of executive views this matter
is seen in the tire companies. At the
present moment all the big tire com-
panies are curtailing production ; for
tire sales, and also rubber footwear
and mechanical rubber goods, have
slumped in demand. Current tire pro- ;
duction is fifteen to twenty per cent •,
below previous months, and forty per
cent below peak levels. In the Akron
section the output is now 100,000 cas- j
ings a day as against 130,000 earlier in
the year. Some plants are on a five day
a week schedule. Tire sales so far in
1926 are about 6,000,000 less than those
for the same period in 1925.

This certainly looks exactly like the
stormy weather that once caused
boards of directors to order advertising
cancellations by the wholesale. But,
with a few exceptions, that is not hap-
pening among tire advertisers. The
advertising is regarded as the strong
arm that will help hold up production.
It is true that some advertising proj-
ects are not going through as had been
expected; but there is no butchery of
schedules, no hoarding of the advertis-
ing appropriation, or diversion of it to
dividends.

The showing is not so good when it
comes to certain other fields— textiles,
for instance. The American Woolen
Company had a deficit of over four
million dollars in 1924, and while it has
done better in 1925, it is still not in
fully satisfactory condition. It has a
twenty-seven-year record of paying
dividends on the preferred stock, but
it is practically off the list of national
advertisers. At one time it was a
national advertiser of note. Its fifty-
five plants are running at a rate of'
wages which was lowered last year,
and its directors make much of the
"drastic cuts" in expenses which have
been made. Its management seems to
have no belief in the efficacy of ad-
vertising as an aid to its situation.

In the fairly general acceptance of
advertising as an aid to rough times in
business, rather than as an easily dis-
pensable "extra," can be seen the final
proof and stabilization of the advertis-
ing theory in the place where it counts
most: the board room.

It is very significant that the com-

August 25, 1926

ADVERTISING AND SELLING

Year After Year

A Greater Magazine

Rates Increase

Through the Decem-
ber issue, the rate on
Better Homes and
Gardens remains at $5
a line. Beginning with
the issue of January,
the rate goes to $6 a
line to keep pace with
the growth in circu-
lation to 8S0.000.

STACK the first six issues of Better Homes and
Gardens for 1926, beside the twelve issues for
the entire year of 1923. The two stacks are even.

This remarkable growth in the volume of the maga-
zine during that period reflects the remarkable
growth in advertising. For the advertising orders
already placed for 1926 are double those of the en-
tire year of 1923, in spite of the fact that the line
rate is more than three times the average line rate
during 1923.

Better Homes and Gardens has risen rapidly but
steadily to its present position. Year after year, a
greater magazine — greater in volume, greater in
circulation, and greater in its influence on the sale
of products to the American home.

Retter Homes

and gardens

E. T. MEREDITH, PUBLISHER

DES MOINES, IOWA

\d\ khiisim; \m> ski. ling

August 25, 1926

Keep These Fads in Mind
When Considering Buffalo

There is now in Buffalo one big, strong
morning newspaper — alone in its field —
giving a complete coverage.

This newspaper is The Buffalo Courier-Ex-
press, formed by the merger of two papers
backed by nearly a century of honorable
achievement.

The Buffalo Courier-Express is the only
daily newspaper which can offer you a cir-
culation free from duplication in the Buffalo
territory. No advertiser now needs to use
two papers to tell his story to the same
people.

Also there is a metropolitan Sunday paper,
The Buffalo Sunday Courier-Express, which
will carry your message to the largest audi-
ence reached by any newspaper in New
York State outside of New York City.

Courkr^^Ste Express

Lorenzen & Thompson, Incorporated
Publishers' Direct Representatives

Chicago

New York

San Francisco

Seattle

HOTEL ST. JAMES

109-113 West 40th St.. New York Citv

Miclw.iy between Filth Avcnuo and Broadway

An hotel of fjutet dignity, baring ,l"' atmosphere

i i -i we i conditioned home

Mil. i favored by women traveling wltl ■ irl

:s minute*' walk to 10 theatres and .ill bi
Rattt 'lie/ >,<-!, i,t on ■<! >'! "-"t ion.
\v JOHNSON ill l\\

panics which declared extra dividends
in May are nearly all well known ac-
tive national advertisers.

It is also interesting to note the
automobile industry, whose advertising
is certainly not being meanly pinched
despite the obvious drop in production.
The companies showing a decrease in J
sales over 1925 for the first quarter of j
1926 are Dodge, Hudson and Willys-
Overland — but none of them are se-i
verely curtailing advertising. In fact,
Willys is preparing for a big drive for
his new very low-price model. The
automobile business has in particular
grasped the principle that advertising
is a tool to help raise a company out ■
of slumps and not a weight to throw
overboard in time of stress.

Why Stick to Old
Sales Ruts?

[CONTINUED FROM PAGE 22]

One of America's greatest philoso-
phers, William James, years ago wrote
a paragraph that gave a broadened
perspective to advertising and selling
potentialities. Here it is:

On any given day there are energies I
slumbering in us which the incitements "f
that day do not call forth. Compared withl
what we ought to be, we are only hal£|
awake.

When the manufacturer, or his sales
manager, permits that deadly word
"saturation" to enter his mind, he
should consider that great human factj
just quoted and think of the millions
of people whose energies, activities and
appetites are "only half awake," who
might easily be aroused to the point of
desiring and buying his product, if he
could generate the "incitement" that
would cause the awakening.

It is human nature, as well as]
animal instinct, to think of the regu-
lar gate as the only outlet from the
yard, and when the gate is closed and
locked, everything is considered tight
and fast. When the farmer finds that
his pigs have rooted a hole under the
gate and are escaping from the yard,
he places a big stone on the ground at
that point, plugging up the hole, and
considers the job done. For then the
pig that wants to get out will instinc-
tively seek the hole under the gate,
and when he finds it blocked by the I
stone will simply stay there andfutilely
root and squeal. Since he always gotj
out that way before, he still thinks
that is the only way to get out; but
the energetic and adventurous dog will!
try every spot that suggests promise,
and will dig and scratch until the newl
outlet is made.

It is a life habit of contented busi-
ness men to spend all their time, energy
and promotion money pushing their
businesses along the old conventional
ruts that were good in the past. They
don't seem to realize that the same old
rut deepens every year, slowing down
the business speed.

The world is ridden with commer-

Jhe

Eager Twenties

The Improved

Delineator

Your Decades After

HEN our younger children become
middle-aged and look back upon these
times, they will think of them as the eager
twenties; at least as far as the women of
this day are concerned.

No doubt our children will get amuse-
ment out of discussing that earnest decade
when woman first began to vote, to show
her legs, to drive a car.

These are but surface indications of a
new spirit that is animating women. To understand this
spirit is a matter of great moment to men who are making
or marketing things that women use.

Women of today, more than men, are eager for progress
and avid for ideas and articles that mean further advance.

Woman's changed status has brought a changed state of
mind and spirit. Some call it unrest; rather it is eagerness,
a hunger for further light, further accomplishment, both in
her domestic realm and in the larger world that is opening
to her. Nor is this true only in isolated cases; the surge

"The Gay Nineties"

forward is universal among women of all classes and com-
munities.

Take a car and drive across the country. In the smaller
towns you will see some funny looking men wearing som-
breros and congress boots. Yet all the girls of those same
towns seem to be dressed smartly enough for Fifth and
Michigan Avenues.

The type of eager, substantial women, for whom
Delineator is edited, numbers millions in present-day pros-
perous America. If you will examine the October issue,
you will see how keenly alive the publication is to the new
needs of women and how strongly it must appeal to the
large audience which you most want to reach.

Women are after ideas and Delineator supplies them —
ideas for more accomplishment in their home work, their
social lives, their dress; ideas in articles that lead to greater
self-realization and wider horizons; ideas in fiction that
satisfy the need of romance which is deep in every woman's
life.

Delineator is old in its tradition of service but new in its

interpretation of service for women of the "eager

twenties

With the November issue, the Designer is combined
with Delineator under the name Delineator. The price
is increased to twenty-live cents. The guaranteed cir-
culation is 1,250,000. The present combined circula-
tion of Delineator and Designer is 1,700,000 so it is
obvious that for some time to come the advertiser will be
receiving several hundred thousand excess circulation.

THE BUTTERICK PUBLISHING COMPANY

S. R. LATS H AW, President

^
*=^'

1 ^v>

;itf:u

■tm. ^

August 25, 1926

ADVERTISING AND SELLING

cial superstitions. It is so much easier
to do things in the old way. It often
takes more work; it usually takes more
courage and originality of thought to
seek new conquests. But the old
adage still holds true, for those who
continue to seek ever increasing sales
volume:

"Nothing ventured, nothing gained."

Can Industrial Copy
Be Syndicated?

[continued from page 32]

national Motor Company conducted an
educational advertising campaign di-
rected to the electric street railways,
their copy not only dealt specifically
with the transportation problems of
this industry, but rang with expres-
sions used and understood by the field.
Aimed to show the railways how to
use Mack buses as an ally, in conjunc-
tion with street car service, the copy
spoke of "off peak loads — parallel serv-
ice— extension service; closing the
loop — switch backs — quick pick-ups —
passenger fares" and countless other
industrial expressions which indicated
a real knowledge of the industry.
Mack spoke a language that the street
railway field understood, and thereby
strengthened their own position.

There are times, however, when
group appeal in copy can be used to
advantage, and the same copy syndi-
cated to different industrial markets,
the object of the compaign being the
compass in such cases.

Where the objective is one of pres-
tige building to get across a name or
ideal, copy is usually syndicated to a
group of publications reaching the va-
rious industries to which the drive is
directed.

Thus when the Western Electric
Company was faced with the problem
of getting across its new name, "Gray-
bar," to distinguish its supply depart-
ment, the copy which broadcast this
announcement was syndicated to vary-
ing groups of men in industry in gen-
eral. In this case the character of the
message embodied a keynote of broad
news interest and dealt with no spe-
cific industrial problem or condition.

The answer may be summed up in
a few words. When the problems of
industry are to be met specifically in
terms of production copy, group ap-
peal to varied industries through syn-
dicated copy should be eliminated from
the thinking of the manufacturer, for
blanket statement copy can never hope
to satisfy the peculiar and individual
needs of the industrial prospect who
is looking through the advertising
pages of his specialized industrial pub-
lication in the hope of finding the
answer to the industrial problem con-
fronting him. When the message is
general, however, and of common in-
terest to all industry, then group ap-
peal, addressed through syndicated
copy to carefully selected markets, has
its place.

we admit

being unable to do

more than

one thing at a time

so in giving

you our share of

coverage for the

Greater Detroit area

we must decline

to accept credit for

doing a great deal

"up thru the state"—

even in the local

territory you need

more than

our Detroit Times

to do the job right —

use two evenings

and two Sundays

ADVERTISING AND SELLING

August 25, 1926

THE OPEN FORUM

WHEREIN INDIVIDUAL VIEWS
ARE FRANKLY EXPRESSED

Revising the Milline Rate

ONE of the indications of the trend
of advertising toward science is
the almost universal application of the
milline as a standard of space charges.
This concept of measuring space so
that various media would be compar-
able, was a step in the right direction.
The rate per line per million readers is
very valuable in equating publications
with differing circulations and rate
charges. But it goes only part way
in the right direction.

It will be readily apparent to any-
one that a page, whether it has 680
lines or 224, will be just as effective
as the publication printing it. That
is, a page is a page and, granting ap-
proximately equal pulling power of the
media, one page will be worth as much
as the other. There seems to be no
universally held opinion as to the value
of different page sizes in their effect on
results.

What should be equally apparent is
that a line— being of unvarying size —
will vary in importance with the size
of the page? Thus, 14 lines on a page
of 224 lines would equal, in proportion-
al representation, 48 lines on a page
of 680 lines. In the first case, a line
is 1/224 of the page; in the second, it
is 1 680. It is clear that the buyer
is not buying absolute space, but pro-
portional representation.

From this purely mechanical stand-
point, too, the more pages a medium
has, the smaller proportion of the total
docs the buyer get. A publication of
100 pages with 680 lines to the page,
has 68,000 lines. One line, then, is
1 68,000 of the total. A 200 page,
224-line paper has 44,500 lines. Here,
a line has a value of 1/44,500 of the
total.

A practical example of the operation
of this revision of the milline may be
given in a comparison of the Saturday
Evening Post with the Christian
Herald. The Post has a milline rate
of about $4.29; the Herald's is $8.17.
These two media have the same page
but the Post runs about ten times
the number of pages of the Herald.

With the Post running ten lines to the
Hi raid's one, it would seem that a line
would have ten times the prominence
in the Herald. If this assumption be
true, the milline rate of the latter
should be corrected by dividing it by
Then the Herald would show a
revised milline rate — or, better, a pro-
portional milline rate — of $.82 against
$4.29 for the Post.

The milline rates of a group of
weeklies were revised by this method,

following the rates given in the Stand-
ard Rate and Data for June. The
Saturday Evening Post was accepted
as a standard to which the other media
were equated. The results are tabu-
lated here:

Milline Revised
Rate Milline Rate
Saturday Evening Post $4.29 $4.29

Christian Herald 8.17 .82

Colliers 4. 78 1.31

Libert \i 4.55 2.05

Life 13.62 1.83

Literal}/ Digest 7.37 2.14

It should be noted, before any con-
clusions are drawn from these figures,
that there are many other variables
than mere acreage entering into a
medium's worth. But if advertising is
to be reduced to a scientific basis, it will
be necessary to get all possible factors
onto a mechanical footing.

Loyd Ring Coleman,
H. C. Goodwin, Inc.,
Rochester, N. Y.

Aspiring Adolescence

YOUNG men "Going in for adver-
tising," according to Maurice
Switzer in a recent issue of your ami-
able publication, are unconsciously let-
ting themselves in for a whole lot of
trouble. Undoubtedy this is true, but
could not practically the same thing be
said for any other of the various occu-
pations for which our exuberant youths
"go in"? I certainly doubt if our al-
leged "profession" has a corner on all
the rough spots in the business — or pro-
fessional— world. What if advertising
is different from the cloistered college
life of the pampered young aesthete?
So is pawnbroking, sheep raising or the
art of peddling real estate.

But what interests and — I beg your
pardon, Mr. Switzer — amuses me about
this particular discourse is its great
seriousness. Mr. Switzer appears to
"view with alarm" the great number
of bright young sophomores who are
casting longing eyes toward the com-
mercial sections of our publications.
That a youth can write a clever college
essay is no sure indication that he can
write a clever advertisement, but cer-
tainly it would augur better for his
chances than if he had never written
anything. Let him try. It would not
take many weeks of actual experience
to take the cockiness out of him, and
after that there is every chance that
he would develop into a first-rate man.

Few of the present generation of
advertising men sprang, like the myth-
ical goddess, full-armed from the brain
of an advertising Jove. Still fewer are
there who, at the age of six months or
thereabouts, while gazing in rapt awe

at a double-page spread in the well-
known Saturday Evening Post, sud-
denly were touched by inspiration and
built themselves up to be advertising
men from that moment onward. Per-
haps Mr. Switzer is something of an
exception, but as a rule these men be-
came what they are today largely by
chance. And the greater part of the
next generation will develop along the
same general line.

Why view with alarm the sublime
confidence, the sunny irresponsibility of
adolescence? Few of us have any
sound knowledge upon which to base
our choice of a career before we have
reached the early twenties. We are
bound to get enough "sustained mental
effort" after that; why worry about it
before? Besides, when you get right
down to it, advertising does not require
a life-time of preparation ; nor does
any other business, profession or occu-
pation. Charles Seabury.

New York City.

Advertising and the Salesman

THE indifference — or worse — of
salesmen toward their company's
advertising has become proverbial. It
has set me to wondering whether we
salesmen are really to blame for the
situation. Maybe. There is not enough
opportunity given them to get ac-
quainted with their company's adver-
tising, which, I believe, is the only ad-
vertising they're personally interested
in enough to be aroused to the point
of expressing an opinion.

In my own experience I always
found that the advertising department
and their advertising agency annually
go right ahead, make up the year's ad-
vertising— often without regard for
trade conditions — and then present the
entire campaign at the annual sales
convention. Whether the salesmen like
the stuff or not doesn't matter; the
campaign is already scheduled — foisted
— on the salesmen.

And they know, too. Since they are
no factor in the actual making of the
advertising — in spite of the alleged
close connection between sales and ad-
vertising— you can hardly expect them
to be enthusiastic over advertising, to
study it enough to possess intelligent
views on the subject.

When the salesmen have advertising
fully explained to them step by step,
and are taken into the company's ad-
vertising confidence, you will get not
only intelligent advertising opinion
from salesmen but staunch support
for it. J. J. McCarthy,

New York.

August 25, 1926

ADVERTISING AND SELLING

OF CONTINUITY AND DIVERSITY

APPILY advertising, for all its practice, has become
neither an exact science nor an academic art.

Whenever two or three advertising men are
gathered together, you can always get up an exciting
debate by alluding to any of several moot points.

Selling copy versus institutional. How many
words will be read? Are coupons useful? There are a dozen such
issues, and it is a brave and heedless man who will lay down the
law about any of them.

Yet there is one agreed principle, subject to question by few if
any. Advertising men, expert or tyro, are almost unanimous in
favoring continuity. The repeated stride, the uniform interval, the
uninterrupted march of an idea — this is acknowledged to be adver-
tising at its best. Daily, weekly, monthly continuity is cumulative
energy.

Here is an advantage on the side of the monthly periodical.
Advertising every week is magnificent if you can afford it. Adver-
tising in every fourth or fifth issue of a weekly paper may be good,
but it is not continuous.

Continuity — unbroken and unquestioned — can be had in The
QUALITY GROUP by buying only twelve insertions (very much
cheaper than 52).

Self-evident, yes. But also important.

We venture to add, to this hard fact, a touch of theory. When
you buy space in The Quality Group, as a unit, you also buy a
certain valuable diversity. The merchandising possibilities of six
magazines exceed those of one magazine. Trade and salesmen are
impressed by the diversity of The QUALITY GROUP as well as by the
individual merits of each magazine.

In short, a fraction of the money needed to affect a mass circula-
tion will make a deep dent in The Quality Group market.

Many an advertiser walking about today grew to his present
stature by cultivating this market alone.

Advertising in The Quality Group, at no great cost, permits of
continuity and diversity, and — it is next to thinking matter.

THE QUALITY GROUP

285 MADISON AVENUE, NEW YORK

THE ATLANTIC MONTHLY
THE GOLDEN BOOK MAGAZINE
HARPER'S MAGAZINE

Over 700,000 Copies Sold Each Month

REVIEW OF REVIEWS
SCRIBNER'S MAGAZINE
THE WORLD'S WORK

ADVERTISING AND SELLING

August 25, 1926

sMzt

y -*

SL.

^ ..— ; •-••.■-.,4r-^

— _r^^i^i

'OTICE the manufacturers
in your town who are
turning to gas for fuel.
When you realize that one in-
dustrial consumer uses more gas
than hundreds of domestic cus-
tomers, you can see what a tre-
mendous growth the gas indus-
try is undergoing with the active
development with this type of
business. Of course the demand
for all types of equipment and
supplies is growing correspond-
ingly.

Let us tell you of the application
of your product in the gas in-
dustry. No cost or obligation
to you.

fl Gas Age-Record

9 East 38th Street
New York

A. B. C.

A. B. P.

We also publish Brown's Directory of
American Gas Companies and the Gas
Engineering and Appliance Catalogue.

United Publishers Or-
ganization Changes

THE United Publishers' Corporation,
the holding company which con-
trols the Economist Group, The Iron
Age, the Chilton Class Journal Co.,
and other business publishing enter-
prises, announce the retirement of
Charles G. Phillips, president of the
corporation, from active business.

A reorganization of officers resulted
in elections as follows: Andrew C.
Pearson, president of the Economist
Group, elected chairman of the board
of directors; F. J. Frank, president of
the Iron Age Publishing Co., president
of the U. P. C; C. A. Musselman,
president of the Chilton Class Journal
Co., vice-president; F. C. Stevens,
president of the Federal Printing Co.,
treasurer, and H. J. Redfield, re-elected
secretary.

Mr. Pearson, the new chairman of
the board and head of the Economist
Group, has been connected with the
textile branch of the United Publishers'
Corporation since 1901. For seven
years he was general manager of the
Dry Goods Economist, and later suc-
cessively secretary, treasurer and vice-
president of the U. P. C.

Mr. Frank has been connected with
the U. P. C. for sixteen years and has
been president of the Iron Age Pub-
lishing Company for the past six years.
He is president of the Machinery Club
of New York, a director of the First
National Bank of Pleasantville, and a
former president of the Associated
Business Papers, Inc.

Mr. Musselman has been connected
with the publishing of automobile
papers for twenty-five years and was
one of the executives of the Chilton
Publishing Company when that organi-
zation was merged with the U. P. C.
three years ago. At that time he be-
came president of the Chilton Class
Journal Company, an organization
which controls all the various automo-
bile papers published by the U. P. C.

Mr. Stevens is a leading figure in
the printing industry of America and
a former president of the New York
Employing Printers' Association. He
is also president of the Upland Citrus
Fruit Company, and president of the
Swetland Realty Company.

Mr. Redfield has been secretary of
the United Publishers' Corporation for
some years, and is also secretary and
treasurer of the Bingham Engraving
Company, and secretary and director
of Distribtition and Warehousing.

Aii Advertising Omission

In a recent advertisement in this
publication the Detroit News listed the
leaders of the evening newspaper field
as follows: Detroit News, 12,628,168
lines; Chicago News, 11,274,018 lines;
Philadelphia Bulletin, 10,972,200; In-
dianapolis News, 9,131,913, omitting
the Washington Star, which should
have been given fourth place with 10,-
640,590 lines.

August 25, 1926 ADVERTISING AND SELLING 55

TALL HATS FOR STATESMEN

It is generally felt that there is no more fascinating object on the bright
scene of politics than a traditional politician trying to look like a states-
man. Upon the political mind reposes the tall silk hat, worthily em-
blematic of the weight and dignity of the personage beneath it. Upon the
political back sits snugly the immaculate frock coat, a magic garment
which has often given greater satisfaction to a perplexed constituency than
mellifluous words and sounding cadences.

But in the world of modern business neither these noble adornments,
nor the attitude of mind they represent, have a place. They are quaintly
out of joint with the times.

This truth has a special significance for the man with advertising
problems on his mind. Too often advertisers, and too often advertising
men, seeing their business from the inside instead of the outside, approach
the consuming public in a grave and lofty manner which suggests only too
well the political figure. But this cannot happen when the advertising
agency is functioning alertly and adequately, for it is its business to repre-
sent the outside point of view on the inside, and gently remove tall hats
and frock coats when the public is being addressed.

CALKINS &• HOLDEN, Inc.

2-47 PARK AVENUE • NEW YORK CITY

ADVERTISING AND SELLING

August 25, 1926

In Allentown (Pa.)

THE CALL

gained 14$

in total lineage in the
first six months of 1926.

The Call leads in every-
thing.

The Allentown
Morning Call

Story, Brooks & Finley

National Representatives

"Ask us about Advertisers'
cooperation"

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THE BUSINESS BOURSE

15 West 37ih Si. New York City

Tel.: Wisconsin 5067

In London, represented by Business Research

Service. Aldwych Home. Strnnd

In Sharper Focus

Charlotte Stuhr

By Clara Woolworth

4 4T71ROM Stenographer to Adver-
JP tising Manager. Unusual
Woman Helps Newspaper Treble Busi-
ness." If this were a newspaper story
instead of one for a dignified publica-
tion, I might well start off with some
such headline; for that, in brief, is the
story of Charlotte Stuhr, advertising
manager of the Jersey Journal, and
one of the few women who are real
advertising managers of real news-
papers.

Miss Stuhr has literally grown up
with the paper, and the advertising
linage figures of today, compared with

those when she first took over the job,
make interesting reading.

Back in the days when Mr. Joseph
A. Dear, the founder of the paper, was
building up his staff, a rather timid
girl who had just finished a course in
stenography, came to him for a try-
out and made good. Speaking of the
beginning of her career, Miss Stuhr
says: "In those days I was merely a
stenographer, and that was all. But
somehow I found myself continually
straying into the outer office whenever
I had an opportunity, for even though I
didn't know a thing about advertising,
it had a sort of lure for me."

The work grew more and more in-
teresting, and when, in the course of
human events, sometime before the
war, the advertising manager left, she
"carried on," expecting a new chief to
l>r put in charge any day. "Just about
that time the present owner of the
paper gave me rather a jolt one day
when he very casually said: 'Here-
alter, you sign all your mail as adver-
tising manager.' That took my breath

away," Miss Stuhr admitted, "for
women advertising managers on news-
papers were very, very rare. In fact,
I never had heard of one. But when I
protested that it was a man's job and
that I just couldn't do it, the publisher
looked me straight in the eye and said :
'Of course you can do it.' And that
was that. But that phrase has always
stuck, and whenever someone says to
me, 'You can do it,' I just naturally
have to play square and make good."

Another "You can do it" order came
recently when she took over the re-
sponsibility of the make-up of the
paper, and she has worked out a sys-
tem of her own which is nearly "fool-
proof."

This particular advertising manager
gives a good deal of the credit for her
success to the happy cooperation and
help of her associates, but that is a
thing that works both ways, and she
asks no favors because she is a woman.

Personally, Miss Stuhr is the direct
antithesis of what one would expect,
if the old idea of a successful business
woman still held. She is thoroughly
feminine in appearance and in her at-
titude toward life in general, and while
she doesn't feel that a woman doing a
responsible job in business can afford to
have too many domestic responsibilities,
she has her own little apartment where
she can cook and tinker in a tiny
kitchenette if she feels so inclined — a
fact that her friends seem to ap-
preciate.

It might be said of Miss Stuhr that,
"by her rose ye shall know her."
Flowers are her chief delight and she
is seldom seen without a blossom of
some kind, roses preferred. When sh.3
retires from her present responsibili-
ties she expects to spend the rest of
her days — except a few reserved for
travel — in some quiet spot, raising
flowers. She is known among her
friends as something of a globe trotter,
with a predilection for ocean liners.

About a year ago Miss Stuhr was
the leading spirit in organizing a Zonta
Club in Jersey City; Zonta being the
feminine counterpart of Rotary — a
service club for business and profes-
sional women — and she is now its vice-
president. She is an active member
of the New York League of Advertis-
ing Women; and since she has been
advertising manager of the League's
"newspaper" she has increased its ad-
vertising linage from absolute zero to
a very respectable showing.

This matter of increasing business
seems to be habitual with Charlotte
Stuhr, but it hasn't yet become such an
old story with her that she fails to get
a real thrill when she has to tell some
belated advertiser that the paper is
"closed for the day," which just proves
that she is a very human being.

iugust 2b, 1926

ADVERTISING AND SELLING

The Plain Dealer— ALONE

■will sell it

THE PLAIN DEALERS
( THREE MILLION
gj MARKET

The 3,000,000 people living
in this market spend and
save $1,125,000,000 a year.
You can contact this enor-
mous Buying power with the
Plain Dealer alone.

Ok Cleveland Plain Dealer

in Cleveland and Northern Ohia-GSE- Medium ALOKE" One Cost "WMsell tt

J. B. WOODWARD

110 E. 42nd St.

New York

WOODWARD & KELLY

350 N. Mich. Ave. Chicago

Fine Arts Bldg., Detroit

R. J. BIDWELL CO.

742 Market St., San Francisco, Cal.

Times Bldg., Los Angeles, Cal.

R. J. BIDWELL CO.

White Henry Stuart Bldg.

Seattle, Wash.

ADVERTISING AND SELLING

August 25, 1926

r lants back of

POMId PLAINT

MANUFACTURERS of products for power" plants value pros-
pects in proportion to the extent of their buying power.

Power Plant Engineering is the buying and operating guide of
nearly 23,000 men who plan and operate large, up-to-date plants.

Automatically its high editorial quality attracts the progress-
ive men of authority in the power plants of leading industries.

Let us show you the plant-quality back of Power Plant Engi-
neering.

POWER PLANT ENGINEERING

Established over 30 years
53 West Jackson Blvd., Chicago, 111.

A. B. C.

Vacation

We never take one — for over 6,000 people need us all of the time.
The hordes of people who come to the Mississippi Coast all read
The Daily Herald; and the residential citizens all depend on, and
look forward to getting, "their home paper."

To these folks The Daily Herald — with the largest circulation
of any newspaper in South Mississippi — takes your advertising;
selling them your merchandise and products. And the cost is a
good investment rather than an experimental expense.

Daily Herald

GULFPORT

MISSISSIPPI
Geo. W. Wilkes' Sons, Publishers

BILOXI

Shoe and Leather Reporter

Boston

Folded Edge Duckine and Fibre Signs

Cloth and Paraffine Signs

Lithographed Outdoor and Indoor

Displays

THE JOHN IGELSTROEM COMPANY
Massillon, Ohio Good Salesmen Wanted

No More Hard Times

[CONTINUED FROM PAGE 24]

eral depression will, by that time, have
become an old story. Even the dullest
will have thrown over advertising,
pulled in salesmen, slowed down the
factory, and stopped spending money.
So, by common consent, everybody sits
waiting for some act of God to wind
up the works and start the machinery
going again.

On the other hand, by the time busi-
ness reaches the stage of being the
"same" good business, the forecasters
are already busy sweeping the horizon
for signs of an approaching thunder
cloud. Since the enterprising young
men and experienced old men who sit
sentinel on the ramparts are, by in-
stinct and duty, news gatherers; and,
since speed is the essence of news, we
may rely upon every cloudlet's being
faithfully reported, with now and then
a transient duck or sparrow thrown in
for good measure. And, since we never
take good news quite so seriously as
we do bad, depression begins to creep
upon us.

So, like the King of France who
marched up the hill and down again,
we no sooner catch sight of high pros-
perity's gilded peaks than we begin
desperately wondering how we are ever
going to get down again without break-
ing our necks. Before the real scholars
have checked up enough charts to be
certain we have actually arrived, the
more timid business men have already
"distributed" their risks, and even the
conservatives are cogitating plans to
throw over their advertising, pull in
their salesmen, slow down their fac-
tories, and stop spending money.

THIS leaves only Number 1. Since
we are unhappy when business is
worse (Number 3), and discontented or
apprehensive when it is the same (Num-
ber 2), the only bright spot in our
whole cycle is the single fleeting mo-
ment when all signs point to increasing
prosperity. And even there the fore-
casts defeat their own ends! All in-
dustry makes one wild simultaneous
leap. That we proved in the springs
of 1925 and 192G. Our 25 per cent
extra factory power is turned loose;
advertising is uncancelled; salesmen
rehired; and choice portions of the
Millennium written into every budget.

In the old days before commodity
inflation, this also used to be a signal
for everybody to bid up prices against
his neighbors. Happily that aggrava-
tion is obsolete. Our present pros-
perity, fortunately, is based, not on
bidding prices up, but on allowing
them to take their normal course down.

Coming prosperity — like the slowH
descending cross section of a pyramid
— depends on a vastly increasing base
of mass consumption. And of that
triangular base, the first corner Is
Lower Prices; the second, Hand-to-
Mouth Buying; the third, Installment
Selling. Three years ago hand-to-

ADVERTISING AND SELLING

Announcing the Increase of the

National Street Car Advertising Contract

of the Campbell Soup Company

to Two Full Runs

THE CAMPBELL SOUP COMPANY created the original
market for canned soup by Street Car advertising, which they
used exclusively for twelve years. They then started magazine adver-
tising which they used exclusively until 1925.

On January 1st, 1926, the Campbell Soup Company added Street
Car advertising to their magazine publicity with a National contract
for a card in every Street Car of the United States.

On July 20th, 1926, less than seven months after they resumed
Street Car advertising, the Campbell Soup Company made a new
contract for a term of years which permanently increases their ser-
vice to two full runs of the entire S. R. A. list.

Owing to space conditions, it is impossible to place two Campbell
cards immediately in the cars of every city and because of that fact,
the Campbell Soup Company have allowed us to build up their ser-
vice to two full runs as space becomes available in the sold up cities.

The Campbell Soup Company have made a wonderful success of
the canned soup business, but by far the greater percentage of the
total volume is represented by only a few of their twenty-one dif-
ferent kinds of soup.

Nearly every consumer knows Campbell's Tomato Soup and
Campbell's Vegetable Soup, and many housewives know a third
soup of Campbell's — some order the Bean, others serve the Aspara-
gus or the Chicken or the Pea or the Mulligatawny or the Beef or
the Clam Chowder, but of the millions of housewives who enthuse

ADVERTISING AND SELLING

over Campbell's Tomato Soup and Campbell's Vegetable Soup, only
a very small percentage knows two additional varieties of Campbell's
Soup.

The recipe — or rather the policy of Dr. J. T. Dorrance, President
of the Campbell Soup Company, for the making of his other nineteen
soups, is identical with his policy for the making of his Tomato Soup
and Vegetable Soup. That policy is to make each soup perfectly
delicious.

Soup belongs in the daily diet and with twenty-one different kinds
of Campbell's to choose from, the housewives of America should and
can make their dinners more interesting and enjoyable by starting
each one with a different soup.

As an example, hundreds of thousands of families prepare Clam
Chowder every Friday — but if they ever tasted Campbell's very few
would go to the expense and trouble of making their own clam
chowder.

With the additional card in every Street Car of the United States,
the Campbell Soup Company will be able to show appetizing repro-
ductions of their different soups — and besides making them known
to a much greater extent, they will follow up the people, every hour
of the day, day after day, for definite periods of time, on each soup.

It seems reasonable to believe that the more than 40,000,000
riders in the Street Cars every day will show a response to the
Street Car advertising of the Campbell Soup Company on their
other soups proportionate to the returns they received years ago
on Tomato Soup from the 20,000,000 daily riders which was the
average of those years.

National Advertising Manager.

STREET RAILWAYS ADVERTISING CO.

August 25, 1926

ADVERTISING AND SELLING

Only Denne in
Canadian AdvertiSi

IJJhPjl W« k1t« "on the iDOt" Coumel
■„%*•>*+*% // and BartlM In your Canadian Ad-
'.^.-iioX/ r«rtlaln(, baied on years of practical
experience In this field. Ask our
advice on methods and media

rA- JDEHNE C Company ltd-j

K,tnrd Bids. TORONTO.

THE

JEWELERS'

CIRCULAR,

Xew York, has for many years

pub-

lished

advertising than

have

seven

other

jewelry

journals

com-

bined.

The American Architect

A. B. C.

Est. 1876

A. B. P.

"Advertising and Selling to Architects." a booklet
prepared to give you a better understanding of
the architectural field, is now available.

Tour copy will be sent upon request.

243 West 39th St. New York

The Standard Advertising Register

Is the best in its field. Ask any user. Supplies
valuable information on more than 8,000 ad-
vertisers. Write for data and prices.

National Register Publishing Co.

Incorporated
15 Moore St., New York City

R. W. Ferrel, Manager

To
Reach

Lumber Manufacturers,

Woodworking Plants

and Building Material

Dealers use the

AtncricanJSmftcrman

A. B. C.

Est. 1873 CHICAGO, ILL.

Bakers Weekly ft^fetgi&

NEW YORK OFFICE— 45 West 45th St.
CHICAGO OFFICE — 343 S. Dearborn St.

CATCH THE EYE!

Liven your house organs, bulle-
tins, folders, cards, etc., with
eye-gripping cuts — get artwork
at cost of plates alone. Send 10c
today fnr Setting Aid plans for
increasing sales, with Proof Port-
folio of advertising cuts.

-.M.

Aid. 808 S. Wabash Ave.,
Chicago

Topeka Daily Capital

The only Kansas dally with circulation
thruout the atate. Thoroughly covers
Topeka. a midwest primary market. Gives
real co-operation. An Arthur Capper
publication.

Topeka, Kansas

S.tf38?fi5S>

A.B.P. and A.B.C.

Published

Twice- a-m on th

Bakers' Helper has been of practical
service to bakery owners for nearly 40
years. Over 759c of its readers renew
their subscriptions by mail.

New York Office
17 E. 42nd St.

*31 S. DEARBORN ST.,
CHICAGO, ILL.

mouth buying was thought to imperil
the whole financial structure. Now it
is welcomed as a stabilizer. There are
only a few left to preach against in-
stallment selling. Yet lower prices —
the most logical and inevitable of all
the elements working towards sounder
industrial conditions — are still de-
plored by many well informed business
men as a threat against prosperity.

Until the certain coming of lower
prices, along with intelligent hand-to-
mouth buying and properly safe-
guarded installment selling, is clearly
recognized as a blessing and not a
threat, we shall still have a good many
unnecessary forebodings — and a lot of
false alarms.

Other elements, naturally, will help
materially our safe descent to substan-
tial foundations for future prosperity.
One is recognition of the fact that it is
not necessarily fatal to fall behind last
year's gross income — if the net income
runs ahead. Another, that although
prices will continue to go down, quan-
tity production is not necessarily the
only road to profits. Selective selling,
simplification of manufactured lines,
and the slicing off every ounce of non-
productive effort will all come in due
time.

7VTOT everyone is fortunate enough
_L^ to be a Henry Ford, cutting away
from a particularly high price onto a
cushion of practically unlimited uni-
versal demand. Many others will have
to discover some day that their natu-
ral market, worked at minimum ex-
pense and maximum efficiency by a
hundred picked money-makers, may
yield twice the profits of a forced mar-
ket worked by a thousand average pro-
ducers.

Just now we are at the very peak of
prosperity. How long we stay depends
more or less on our own intelligence.
But in any event we need fear no more
hard times.

The Law of Compensation is the
most inexorable and absolute in the
universe; it governs alike in its equal
inflexibility the most stupendous indus-
trial operation and the tiniest personal
impulse. Yet few of us take it seri-
ously into our calculations.

For naive ingenuousness, hardly to
be expected these days in a ten year
old maiden, nothing could be more
charming than the delighted surprise
of the entire business world when re-
ports finally convinced it that the U. S.
Steel would' not shut down this August,
For three years we have all been
watching its curve-chart of unfilled
orders flatten out from huge peaks and
deep valleys into a tiny wriggle like
the tail of a busy mouse. We have
watched production speed up and ad-
vance requirements slow down until
unfilled steel orders aren't a month
ahead of current needs. For three
years we have discussed and heard dis-
cussed hand-to-mouth buying as a new
dominant principle. Yet when it
actually works before our wondering
eyes, we welcome like Noah's dove the
fact the steel mills, instead of closing

The Latest
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An idea book —
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One of the strong features
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of selling.

The three big sections on
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The several sections of
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complete advertising cam-
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10 days or to remit for it then.

Name

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A.F. <--2:>-2o

ADVERTISING AND SELLING

August 25, 1926

TWO YEARS OLD

IOOOOO

-t-

QOO.OOO

-+-

joaooo

-+-

400.000

-F

500. ooo

■+-

60O.OOO

700.000

-f-

800. OOO

Saturday Evening Fbst

1ZK

2,I66,Q05
LINES

Liberty

Ladies Home Journal

553,856
545,063

Literary Digest

469,151

Good Housekeeping

414438

Vfomans Home Companion

357,269

Advertising Lineage In

LIBERTY

From May, 1924, to June, 1926

Cottier's

American

287 722
279,087

Pictorial &view

M^ Calls

234,093
216,416

Cosmopolitan

2 09, 434

ABOVE FIGURES COMPILED
FROM PRINTERS INK

100.000

90.000

80,000

70,000

60,000

50,000

40,000

30,000

20,000

10,f00

•7

;

1 f i i 4

Already Second

MORE advertising was
printed by LIBERTY dur-
ing the first six months of 1926
than by any other magazine of
general character, with the ex-
ception of The Saturday Evening
Post.

The above chart, compiled
from Printers' Ink figures, shows
that LIBERTY, while only two
years old, is already second!

The small graph illustrates the
growth of LIBERTY from the first
issue up to June, 1926. The un-
precedented endorsement of
leading agencies and outstanding
advertisers in all classifications of
American industry has made this
record possible.

From the start Liberty was
built to make the manufacturer's
advertising dollar more effective.

August 25, 1926

ADVERTISING AND SELLING

ALREADY SECOND

Notice of Rate Increase

THE first six months of 1926,
LIBERTY'S advertisers were
promised a circulation of 1,100,-
000 copies. They got it.

Now, LIBERTY announces an
average circulation for 1927 of
1,350,000, — an increase of 250,-
000 copies. LIBERTY has never
failed to keep a promise.

Up to November 1st, 1926,
advertisers can contract for space

through the rest of 1926 and the
entire year of 1927 at the current
rates based on 1,100,000.

If you buy before November
1st, you receive a bonus of
250,000 circulation absolutely
free.

Many advertisers have already
assured themselves of this bonus
of 250,000 circulation. Get the
details before November 1st.

Why Advertisers Endorse LIBERTY

LIBERTY'S 99% news-
dealer circulation insures
that every issue every week
will be used.

The unique make-up of
each issue insures visibility
to all advertisements.
There are "No Buried Ads"

in Liberty.

LIBERTY also includes
within the covers of each
issue the features and
departments of men's,
women's and general pub-
lications. This insures
multiple reading by the
whole family and makes
advertising more effective.

In addition, LIBERTY
has directed circulation —
78% being concentrated
in the 225 counties of
the United States in which
all cities of 25,000 popu'
lation and over are located
— the area where people
make and spend more.

(^Liberty

%^F erf Weekly for the Whole Family V

247 Park Avenue
New York City

General Motors Bldg.
Detroit, Mich.

705 Union Bank Bldg.

Los Angeles, Cal.

Tribune Square

Chicago, 111.

ADVKRTISING AND SELLING

August 2.5, 1926

s advertised

in the
BOOTaW SHOE

RECORDER

B O

1ST

" Ralston— Smart Shoes
for Men"— as made by
the Churchill & Alden
Company are typical
of the many fine shoes
manufactured in
Brockton— and adver^
tised in the Boot and
Shoe Recorder.

A. B. P.
A. B. C.

it's more than a
"pretty picture"

it's an

EUl/ONfBEEM/IN
WINDOW DI/PMY

si i E. 72dSt.

Rhinelander 3960

.NewYorkCity_

Specializing
mwindowaitf
stonedisplay
advertising

K§» IOIH

At the conclusion ol
each volume an in-
dex will he published and mailed
to you.

down, keep running at 85 per cent
capacity.

The same phenomena will, in the
future, govern hard times and business
panics. If people could only bring
themselves to realize it a lot of un-
necessary worry would be saved. Daily
business reports, weekly business re-
ports, monthly business reports, even
quarterly business reports; financial
pages, financial journals, industrial
press; bank reports; stock brokers' let-
ters; Federal Reserve reports, Bureau
of Labor bulletins, Department of
Commerce volumes, reports by credit
agencies; Babson, Brookmire, Shaw;
Hamilton Institute, Harvard, New
York University, keep flowing a mar-
velous supply of facts and figures
practically all pointing, more or less,
towards the future. Already these
statistical soothsayers have stripped
the Stock Market of its former fame
as a barometer of trade.

More important, however, while-
these thousands of advance warnings
won't, like the board appointed by the
wise King of Semimoronia, keep busi-
ness good, they will prevent its ever
becoming very bad. They are our
modern vaccination — inoculation —
against hard times. Some day they
may prevent the disease altogether. In
the meantime there is no need for any
man to endure both the vaccination
and the disease. Just as surely as
these reports put a damper on indi-
vidual enterprise, just so surely will
they minimize community disaster.
Every business man may go ahead con-
fident in that assurance.

American Salesman-
ship Wins Success

[CONTINUED FROM PAGE 34]

manufactured specialties. That ex-
pansion assures room for any traders
from either side of the Atlantic who
are in a position to meet satisfactorily
these new needs. International trade
in manufactures today by no means
involves the old pre-war conflict of ex-
termination between competitors.

The natural characteristic of expor-
tation of manufactured goods as con-
trasted with raw materials is steadi-
ness. Except when at rare intervals
some wholly abnormal event at home
or abroad interferes, sudden ups and
downs arc unlikely. Exports of prod-
ucts of the soil — raw materials and
foodstuffs often vary sharply as the
result of changes in crop production,
not only in the exporting country, but
in foreign importing countries and in
competing export countries.

Production of manufactured goods
is in very great measure subject to
human control, and a country with a
large manufacturing industry is al-
ways in a position to meet the demands
of foreign consumers.

At the same time, those demands
under normal conditions are quite

August 25. 1<>26

ADVERTISING AND SELLING

RAMESES TELLS THE WORLD

"Business is good. Rameses Wheat is nation-
ally advertised, and has complete distribution
in all the big cities of Wadi Tumilat— Pithom,
Tel Rotab, and Tell Maskhuta," etc.

Ever hear of 'em?

You see, the trouble with Rameses was
that he stuck, too close to the home office

and got all his information from a few branch
managers. There were millions of his citizens
right then who had never heard of the
Egvptian king's wheat cities, but Rameses
didn't know about these folks. And now, it
you want to hear what he told the world
about the Rameses Wheat Corporation, you
have to page a college professor with a mag-
nifying glass and slip over to Egypt for a spell.
Comfort Magazine can help you to avoid
making Rameses' mistake. It can tell its six
million readers out on the farms and in the
little towns about your goods. Furthermore

it can furnish you with some mighty in-
teresting information concerning the buying
habits of these same people.

Write to our nearest office for further
information.

THE KEY TO HAPPINESS AND SUCCESS IN OVER A MILLION
FARM HOMES

AUGUSTA, MAINE

NEW YORK. • 250 Park Ave. ■ CHICAGO ■ 1635 Marquette BIdg.

LAST FORMS CLOSE x$TH OF SECOND MONTH PRECEDING DATE OF ISSUE

ADVERTISING AND SELLING

August 25, 1926

COPYWRITER

-!7 years old; Christian; University trained, wishes to become
associated with a progressive agency.

He writes flexibly, pictorially and feels that banal copy were
better left unset.

Hi> advertising history, while short in duration (two years), is
unique in substance and includes the planning and execution
of direct mail, dealer and retail copy.
The opportunity must be ample, the salary nearly adequate.

Address Box No. 414
ADVERTISING & SELLING

9 East 38th Street. New York City

Three Dollars-

What does it represent? Dinner at "Twin Oaks";
a ticket for a summer show (one) ; a lavender
necktie, or:

A year's subscription to Advertising 6C Selling, the
magazine of the new tempo in business. Three
dollars will bring it to your desk — twenty-six times
a year — replete with the mature judgments and
ripe opinions of the recognized authorities in the
advertising and selling world.

Spend three dollars to advantage. Clip the at-
tached coupon now and mail it to us with your
check.

ADVERTISING AND SELLING
9 East 38th Street, New York City

Enter my subscription for one year.

J, Check for #3.00 is enclosed.

Canadian, #3.50
Foreign, $4.00

[] Send bill and I will remit promptly.

Name -- 'Position - - -

Addren Company -

City State

steady. No sudden new outburst of
factory production in importing or com-
peting countries is, in the nature of
things, to be expected. A far-sighted,
well developed export program com-
prising carefully selected and diversi-
fied outlets can readily be readjusted
to meet any momentary lull in a given
market, due to some local depression,
and can take up the slack elsewhere.
Moreover, the natural tendency of ex-
ports of finished manufactures is to
grow.

With the gradual improvement of
living standards the world demand
for them steadily rises unless some
world catastrophe supervenes. It
grows much faster than the demand
for raw materials, and more particular-
ly foodstuffs.

" This capacity of finished manufac-
tures to serve as a balance-wheel in
foreign trade is conspicuously illus-
trated in recent statistics of the United
States.

Had it not been for the increase
in our exports of this class during the
last fiscal year, our total export trade
would have shown a very marked
slump.

THE aggregate value of all our do-
mestic exports, other than finished
manufactures, fell from $3,108,000,000
in 1924-1925 to $2,716,000,000 in 1925-
1926, or by 12% per cent. This was
not due, of course, to any change of
an enduring character in our ability
to market foodstuffs and raw materials
abroad.

It reflected chiefly an abnormally
poor yield of wheat and rye, and a
marked decline in the world price of
cotton. All the same, this sharp fall
would have had a rather serious ef-
fect upon our international business
relations had it not been in large
measure counterbalanced by the in-
crease of sixteen per cent in exports
of finished manufactures. As it was,
our total exports showed a decline of
only 2% per cent.

Going back further, we find that dur-
ing each of the last four fiscal years
a large increase has appeared in the
exports of manufactures. The succes-
sive rates of annual increase beginning
with 1921-1922 have been: 15% per
cent, 11% per cent, 7% per cent, and
16 per cent, respectively. On the other
hand, our aggregate exports of all
other classes have shown the following
changes: from 1921-1922 to 1922-1923
an increase of a bare fraction of 1 per
cent; for the next year an increase of
7 per cent; for 1924-1925 an increase
of 16% per cent, and for the fiscal
year just closed, a decrease of 12%
per cent. The contrast between these
changes is highly significant.

There is every reason to anticipate
a steady increase for the future in
American exports of manufactured
products. They are bound to become
gradually :i larger and larger share
of our total exports. This is the natu-
ral result of the growing population
and increasing industrial development
of the country.

August 25, 1926

ADVERTISING AND SELLING

The Lillibridge Viewpoint

Number Four

Issued by Ray D. Lillibridge Incorporated

New York

"Ruskin's Specific" for Desk
Disease

Desk. Disease, a form of "office-bound-
ness," is a malady not uncommon to
advertising agencies. It is an insidious
disease that creeps over an organization and,
little by little, paralyzes its thinking.

There is, fortunately, a specific for Desk Dis-
ease. It might be called "Ruskin's Specific."
This famous English writer discovered that if
what he wrote was to be convincing, he would
have to put in the conviction by means of per-
sonal contact with the thing he was writing
about. "Half my power of ascertaining facts of
any kind connected with the arts," said Ruskin,
"lies in my stern habit of doing the thing with
my own hands until I know its difficulties."
In a word, Ruskin knew the value of getting
the "feel" of a thing from direct contact. It is
said that he labored at a carpenter's bench until
he could make an even shaving six feet long, and
at house-painting until he had "the feel of the
master's superiority in the use of a blunt brush,"
before writing of these things.

We took occasion recently to prescribe a
liberal dose of this tonic for our own organiza-
tion. With four clients in the electrical field—
Servel, Wagner, Sangamo, and Kerite — ex-
hibiting at the National Electric Light Associa-
tion Convention, we sent nine members of our
organization, including all the principals, to
Atlantic City to cooperate with our clients
"on the firing line," that we might get the
"feel" of the battle, and at the same time keep
abreast the progress of this great industry.

Convention is an economic device,"
saysBum/iami?ikisNoRMALM.iND.
"To follow convention gives mental relief ,
and saves one from the mental stress of
conflict and decision. A conventional re-
sponse is easy, the line of least resistance.
An independent responseis difficult, some-
times laborious, often apparently foolish."
So also is an independent advertising or
marketing conception. Yet it is only as we
get away from the conventional and work
along independent lines that we tap the
greatest potentialities.

Applied to advertising, no more effective
specific for preventing the blight of Desk
Disease has been discovered than this "stern
habit" of Ruskin's — the habit of rolling up one's
sleeves and making shavings and wielding a
brush, of finding out for oneself the how and
why and wherefore of the thing to be written
about and sold.

Had Ruskin been an advertising man, we
think he would have added to his specific the
even more important habit of getting out and
meeting the people who form the market. A
tonic always.

Thomas Dreier on Editors

When Thomas Dreier gave a talk at the
Direct Mail Advertising Association con-
vention last October he made a point about
editing that also has great advertising signifi-
cance.

"What the editor really thinks and feels,"
said T. D., "manifests itself in his work. He
cannot conceal himself. Emerson said, 'How
can I hear what you say when what you are
keeps thundering in my ears?' If the editor
likes people, his liking will manifest itself in his

ADVERTISING AND SELLING

August 25. 192iy

publication and people will find themselves lik-
ing that publication. The editor will attract
to himself only those people who are in tune
with him. No small-minded editor will attract cuid
hold big-minded readers."

It is our belief in this last statement, apply-
ing as it does to writers as well as editors, that
is responsible for the fact that this agency has
no "copy department." Our copy is written by
contact executives who are in close touch with
the client and his product on the one hand, and
with the public forming the particular market
involved, on the other. Hence, what they write
is bound to attract and hold the reader as no
copy written by an ambitious young man with
horn-rimmed glasses sitting at Desk 6 in some
Copy Room could hope to do.

A Thin Slice of a Building
With a Point

OUR good friend Harry M. Hope points
out that when Fred Stone, the popular
comedian, bought the Pullman Building, fac-
ing on Madison Square Park, New York, he
probably figured that there would never be
a tall building abutting his on its southern side
to shut off the light, for the plot to the south
was occupied by the new Madison Square
Presbyterian Church, and surely a church —
especially this beautiful little architectural gem
designed by the renowned Stanford White —
would stand always.

But the church's congregation moved up-
town or out of town, and the church was razed.
On its site the Metropolitan Life Insurance
Company built a tall office building, smack up
against Stone's.

Today the Pullman Building is merely a thin

slice of a building between two very tall ones, a
warning to business men that it is unsafe to
take anything for granted, for changing habits
of life and shifting centers of population wipe
out established institutions with ruthless dis-
regard for sentiment.

So also are markets affected. What seems a
permanent market today may disappear sud-
denly;! but there may be a new market or a
new opportunity just around the corner.

One of the good points about our Fee-and-
Budget System is that we are able to maintain
a very much more detached viewpoint on a
client's marketing problems and to devote our-
selves profitably to the study and development
of new markets regardless of whether our work
results immediately in commission-bearing
advertising.

Perhaps you would like to know more about
the Lillibridge Fee-and-Budget System. We
have a bulletin that explains it which we'll be
glad to send on request.

As Other Men Sell Soap

It may be that this paragraph will come before
the eyes of some man of means and vision
who has in his heart a message of social sig-
nificance which he would like to "sell" to the
American public through advertising, just as
other men sell soap or furniture or transpor-
tation.

To any such we would like to say : This is one
of the fields of advertising in which we aim to
be of special service. We have some very defi-
nite ideas which it would be a pleasure to talk
over with any man or woman who is thinking
along these lines.

RAY D. LILLIDRIDGE INCORPORATED

^Advertising

NO. 8 WEST 4OTH STREET ' NEW YORK

Telephone: Longacre 4000
1 ttab 'isbidin [893

«•)■-<

August 25, 1926

ADVERTISING AND SELLING

E. IE C ENT LY

D IL D § IK1 E©

By the Advertising Club of New
York. "Advertising and Selling Di-
gest." Compiled and written by Wil-
liam G. Lownds, Edward D. Chenery
and George J. Wiltshire. The thirty-
six lectures given by authorities in each
subject before a large class are here
put in a concise form. A great deal of
information is presented which does not
appear in the ordinary text book, for
the volume contains facts which adver-
tising men are actually wanting to
know. Many of the facts were included
as a result of questions that were put
to the lecturers. Price $4.

By The First National Bank of
Los Angeles, Pacific Southwest
Trust & Savings Bank, and First
Securities Company, Los Angeles,
California. "Making Letters Build
Business." By Lawrence C. Lockley,
M.A. Designed primarily to meet the
needs of the business man, this little
volume should be of use to all who
write commercial or official letters of
no matter how apparently slight im-
portance. The author points out in a
clear fashion the very tangible value
of correspondence well written in good
English. He gives excellent advice and
rules for attaining those qualities. His
paragraphs on grammar and diction
make clear the solutions to problems
which trouble many. There are chap-
ters on dictation, making letters easy
to read, and the form paragraph sys-
tem.

By "The Milwaukee Journal,"
Milwaukee, Wis. "Consumer Analysis
of the Greater Milwaukee Market.
1926." This is an exhaustive analysis
of the consumer market for com-
modities in Milwaukee. The well ar-
ranged compilation of facts and figures
was based upon personal interviews
with three per cent of all the families,
a typical cross-section of consumers.
It contains a pertinent chapter on fam-
ily habits. Illustrated. Free upon re-
quest.

By The National Foreign Trade
Council. "Can We Compete Abroad?"
By C. C. Martin. The author has pre-
pared in a very readable fashion an
account of American achievement in
foreign commerce, and has intentional-
ly avoided discussing the technique of
foreign trade, the economic principles
involved and the incident exchange
problems. The book presents actual
experience and practice which tell the
story without technical or economic
comment. An interesting feature is
the inclusion of testimony regarding
American exporting from our overseas
competitors. To be had upon applica-
tion to O. K. Davis, Secretary, Na-
tional Foreign Trade Council, India
House, Hanover Square, New York
City. Price twenty-five cents.

hen one of our clients has an ad-
vertisement that must be rushed
into type without a layout, we gladly
assume the responsibility ... He may
call on us also for style-layouts and sug-
gestions for new campaigns, and for
consultation on questions of typogra-
phy and printing... These things are
matters of every day service with us and
our clients often put them to good use.

■'-■" -v

WIENES TYPOGRAPHIC SERVICE, Incorporated

203 WEST FORTIETH STREET

NEW YORK

Thomas Edison
Bernard Shaw
John Galsworthy

Herbert Hoover
Willa Cather
Sir Oliver Lodge

write for the Forum's fall
and winter issues. The out-
standing character of its
contributors is one of the
distinctive features which
explains the remarkable prog-
ress of this magazine.

Member Audit Bureau of Circulations

FORUM

America' 's Quality Magazine of Controversy

Z^J PARK AVENUE

NEW YORK

ADVERTISING AND SELLING

August 25, 1926

Individuality

NE of the most fascinating facts
of zoology is that of Protective
Coloration.

Hutlerflies are splotched with the
color of the le.iw-s among which they
flit; the partridge and deer turn red
in autumn, the rabbit white in winter;
tree toads are mottled like the bark
upon which they live.

And the human animal has seized
upon the idea. He paints his battle-
ships to merge with the colors of the
sea. He clothes his armies in colors
almost invisible at a distance in the
brightest sunlight.

Protective Coloration is a phase of
things where the individual counts for
nothing ; w here the mass counts for
all.

But in modern commercial life the
conditions are reversed. The indi-
vidual counts for everything. Not the
man who most resembles his back-
ground who survives; but the man
who is most different from his neigh-
bor.

The vital breath of commercial suc-
cess is individuality.

He who is the same dun color as
the mass gets the mass reward— the
opportunity to work all his life for a
bare living. Nowadays the real pro-
tection from submergence is non-re-
semblance.

The most potent factor in the culli-
vation of commercial individuality is
advertising.

The very act i- a declaration of in-
dependence; a defiance to the drabs;
a vote of confidence in a product able
to stand the searching scrutiny of
public prim: a plunge into the great
every-wight-for-himaelf fight of today;
a challenge to any competitor who
would attempt to submerge him among
the also-rans.

Be the advertiser with something
different in product, media, copv and
displa> and you may tell all rivals to
whistle down the wind for the
ehickamon.

<a.&

for

INDUSTRIAL POW^_.
608 So. Dearborn Street
Chicago, III

If Industrial Power has one quality
above alt others to distinguish it it is
WUALITY. In size, circulation
methods and treatment of topics it has a
character all ., this field. Per

haps that is why it is so welt read in
1

People Like to Cry

A few days ago, the editor of a
magazine showed me the results of an
inquiry he is making as to how various
contributors to his magazine appeal to
his readers.

First, by a surprisingly wide mar-
gin, was a woman whose name, until
then, was quite unknown to me.

"That's funny," said I. "I should
have supposed that So and So or So and
So" — naming two authors of estab-
lished reputation — "would be at the top
of the list."

"No," said the editor. "They aren't
even in the 'also-ran' class."

"What sort of story did Miss Blank
write?" I asked.

"A heart-breaking little tale that
brings tears to your eyes."

I understood — then. For, as any
theatrical producer will tell you, the
surest of "sure fire hits" is the play
that "makes them cry."

People like to laugh. Apparently,
they like, still more, to cry.

"Tab" English

Have you noticed that the tabloid
newspapers are evolving a "news-
paperese" which is all their own?

For example: The Giants defeat the
Cubs, 6 to 2. One might suppose that
the word "defeat" meets the require-
ments of the situation and would be
used by the man who writes the scare-
heads for the "tabs." No! He prefers
"wreck" or "slaughter."

In the tabloids, prisoners are not
released. They are "freed." The dis-
trict attorney does not announce that
such and such a condition will be in-
vestigated. It will, he says, be
"probed." "Ban" is another word for
which the tabloids seem to have a lik-
ing. So is "lure."

1/ e Shall See

Late in July, the General Motors
Corporation made public its earnings
for the first six months of 1926. They
are at the rate of about $34.00 a share
a year— an amazing showing and one
which, I have no doubt, will be re-
garded by advocates of installment
selling as proof that that method is
"the goods."

I am wondering, though, just what
sort of a report the General Motors
Corporation will publish in July, 1929.
Will it be as remarkable as the one
under consideration?

We shall see.

They want to know "why"?

Britishers are complaining that
Americans who go to Europe for the
summer are giving them the "go-by"
—are spending most, if not all, their
money, on the Continent, and not, as
used to be the case, in the "tight little
island." They want to know "why?"
Here is the answer: There are in
London — and I am sure almost every-
where else in Britain — innumerable
"board-residences" where one can live
very comfortably for considerably less
money than one would have to pay for
equally satisfactory accommodations in
New York. But at the largest and best
known of London's hotels — you know
their names as well as I do — the rates
are out of all reason. Englishmen
know this. You'll not find many of

them at the or the or the .

If all Americans who go abroad were
wealthy, it might be quite all right to
charge them $15, $20, $25 or $30 a day
for a room for two people. But the
fact is that the vast majority of Amer-
icans who visit Europe are people of
ordinary means; and such prices are
beyond them. They may pay them for
a day, or two or three, but they are
not happy about it.

What London needs and must have
if it is to appeal to the average Amer-
ican traveler, is half a dozen large,
modern hotels, where one can get a
good room for ten or twelve shillings
a day. There are scores of hotels in
London where such prices prevail; but
they are small or located at a distance
from the center of things. And they
are not modern.

Of my own experience in London,
last summer, I have only the pleasant-
est recollections. I was in that city,
on and 01?, for seven weeks. I stayed
at a high-class "board-residence"
where I paid only about five dollars a
day for room and three excellent meals
for my wife and myself. In Brussels,
we had a gorgeous room in one of the
finest hotels in Europe, for which we
paid $5.50 a day — including meals.
Friends of ours who were guests at

the in Ixmdon, paid sixteen dollars

a day for their room alone. No won-
der, after three or four days in London,
they flew back to Paris, where, for less
than half sixteen dollars a day, they
had a better room and three excellent
meals. Jamoc.

August 25, 1926

ADVERTISING AND SELLING

GOOD WILL

Guaranteed

Assets that increase as

inevitably as funds at

compound interest.

Every

advertising page, like every editorial page in Good Housekeeping, is guar-
anteed. Readers believe in Good Housekeeping because they have learned
that they can trust it. Advertisers know that only sound products, for which
fair claims are made, can be shown in Good Housekeeping's pages and

they see that this policy

cr'vWT) svf^j <r*!>Att<rz> G*<$*iMn> <rw^7> <r^farz

Total Accounts Carried
First Six Months of 1926

The record of advertisers in Good Housekeeping
offers convincing proof of their Good Will toward
this magazine. Measured in terms of the number
of advertisers and the number of pages of adver-
tising that they used, their actions show the
strength of their justified confidence. The present
situation is not a sudden development, but a re-
newed demonstration of Good Will that has pre-
vailed for years. Here is the record of the Six
Leading Women's Magazines for the first Six
Months of 1926. In the following tabulation,
No. 1 is Good Housekeeping :

Pages of

Magazine

Total Accounts

Advertising

No. 1

593

928

No. 2

447

8oiy,

No. 3

369

517

No. 4

210

239V10

No. 5

364

3437m

No. 6

329

319

<i^<D^J) <LJWi*±J) Z^W^D <L*W±J) CL^X^S <t^>#r%£>

GOOD HOUSEKEEPING

Chicago

New York

Boston

pays by increasing the
effectivenesss of their ad-
vertising. The resultant
Good Will is an asset of
value that increases as
inevitably as funds at
compound interest. The
records of advertisers and
the attitude of more than
a million and a quarter
readers are a Guaranty of
that Good Will. The
records of advertisers
speak for themselves, and
if you wish to know what
consumer Good Will can
mean, ask any woman
who reads Good House-
keeping.

This is the fifth in a series

ADVERTISING AND SELLING

August 25, 7926

How to Reach the
Directors Table of

siiiesses

An investigation recently completed
among over 200 businesses in the coun'
try offers convincing proof that there
are from one to six Active Bank Officers
on the directorates or acting as directing
heads of over 50,000 major businesses.
Through the American Bankers Associa'
tion Journal you reach approximately
100,000 Bank Officers in 22,000 Banks—
with a definite assurance your message will
be read.

rr Research men of accredited agenc
rs may
records

•II or advertisers may inspect
Investigation

agencies>t\

thein-

r office. JJ

Cover Positions in Color Are Available
Beginning With the October Issue

Member A. B.C.

110 EAST 42nd STREET - NEW YORK CITY

Advertising Managers

\l.l>i:v Tt. BAXTER, I in E. /•-•».</ St.. JTete Yuri; City
CHARLES II. RAVEIX, 382 s. in Salle St.. Chicago, III.
GEORGE WIGHT, SB Kearny si.. s,,n Francisco, Cal.

ADVERTISING AND SELLING
9 East 36th Street, New York City

Canadian, #3.50
Foreign, #4. 00

Enter my subscription for one year (26 issues) at $ 3.00
□Check for#3 00 is enclosed. □ Send bill and 1 will remit promptly.

Name "Position

Address Company

City State

Have Your Own Copy of

Advertising &Sellin

Selling in Uruguay

[CONTINUED FROM PAGE 38]

Among a progressive people a de-
mand always exists for the most ad-
vanced business appliances. Conse-
quently in Uruguay there is a good
market for typewriters. In this mar-
ket American machines predominate.

For printing machinery, also, a good
demand exists. For its small popula-
tion Uruguay has a large circulation of
newspapers. In Montevideo nineteen
daily newspapers are published, one of
them with a circulation of about 50,000
copies daily. Besides these there
are some dailies in the smaller towns
and ten weeklies and forty monthly
or semi-monthly periodicals. This
amount of publication, in addition to
other classes of printing, creates a
good demand for printing presses and
other printing and binding machinery,
as well as printing inks.

THE number of newspapers and pe-
riodicals in Uruguay and their good
circulation offer an excellent means of
approach to the Uruguayan market.
This method is the m&st usual means
of advertising in Uruguay, but adver-
tising has been considerably developed
in the last few years and outdoor ad-
vertising is becoming popular. The
great amount of construction work go-
ing on in Montevideo offers an oppor-
tunity for advertising, apparently, for
in many cases as a building goes up,
from the street level to the top of the
work placards and bill boards are plas-
tered. As electricity is being more and
more used electric signs are increasing,
and advertising by window displays is
becoming more general, although win-
dow demonstrations are as yet rarely
used.

Although so small in area and in
population Uruguay stands eighth in
the trade of the United States with
the Latin American countries. And it
is only at the beginning of its possi-
bilities. Its industries and purchasing
power will develop and with this de-
velopment will come an increased de-
mand for imported goods. Moreover,
its population, now only about 1,000,-
000, will increase beyond the usual
increase from the birth rate. Uruguay,
like Argentina, is drawing an excel-
lent type of immigrant from Europe,
and with the decrease in the quotas
permitted to enter the United States,
immigration to the South American re-
publics is growing.

In a market of such good actual and
potential trade, it is natural that Amer-
ican manufacturers should meet keen
competition from the European firms.
The investment of capital has been one
of the methods employed by Europeans
in furthering their foreign trade. With
a growing demand in Uruguay for elec-
trical supplies and equipment, a Ger-
man firm has recently applied for ar-
ticles of incorporation in Uruguay for
the purpose of opening a branch house

August 25, 1926

ADVERTISING AND SELLING

WHEN THE PRESIDENT APPROVES AN AD

(It's a Serious Thing^

When the President okays an ad it's an important moment. He drums on
the table, looks at it with his head on one side, tries the effect upside down.

The advertising man looks a good deal more confident than he feels. . .

The President finally puts his initials to the proof. Not because the ad is
fair, or pretty good. He approves it because he thinks it is the best he can
possibly get.

Then (like as not) he calls in his secretary and dictates a memorandum
to the purchasing agent to the effect that the Company is spending too
much money on its letterheads.

Many executives, solicitous about their advertising, fail to recognize an
advertisement when the label is left off. Letter paper is advertising with-
out the label. So is a bronze door. So is the President's big polished desk
of Circassian walnut. All are ads.

Take your stationery out of the class of office expense. Ask your printer to
show sample sheets and envelopes of Crane's Bond — a fine business paper
which has the look and feel of value, the atmosphere of quality, the strength
and permanency which any business would like to put into its letters.

AN INTERESTING BIT OF HISTORY: The word "bond" as applied to paper originally meant only Crane's. The
engraver spoke of Crane's bond paper, meaning the paper which was used for engraving securities. Almost all bonds
now are engraved on Crane's Bond, and it is still the true bond paper, though custom applies the term .loosely to any

paper used for business stationery. .

CRANE O COMPANY, inc. DALTON, MASSACHUSETTS

ADVERTISING AND SELLING

August 25, 1926

Advertisers' Index

[«]

[i]

Ucron Beacon Journal 15 Jewelers' Circular, The 59

Mlentow n Morning Call 56

American Architect, The 59

Vmercian Bankers Association Journal. 7(1

\meriran Lumbennan 59 [_/J

American Machinist 43

American Photo Engravers Ass'n 14 Liberty 60-61

Animated Products Corp 50 Life 9

Lillibridge, Ra> I) 65-66

[6]

Bakers' Helper 59

Bakers" Weekly 59

Barton. Durstine & Osborn, Inc 31

Better Homes & Gardens 49

Boot & Shoe Recorder 62

Buffalo Courier-Express, The 50

Building Supply News.. Inside Back Cover

Business Bourse. The 56

Butlerick Publishing Co.. Insert bet. 50-51

[c]

Calkins & Holden, Inc 55

Charm 11

Chicago Daily News, The

Inside Front Cover
Chicago Tribune, The.... Back Cover & 82

Cincinnati Enquirer, The 47

Cleveland Plain Dealer 57

Cleveland Press, The 41

College Humor 33

Columbia 12

Comfort 63

Cosmopolitan, The 18

Crane & Co 71

[m]

*';!•!<■ t Place 73

McClure's Magazine 76

McGraw-Hill Book Co.. Inc 61

McGraw-Hill Co.. Inc 78

Milwaukee Journal. The 45

National Register Publishing Co 59

New York Dailv News. The 35

New Yorker, The 6-7

[P]

Penton Publishing Co...

Pittsburgh Press

Power Plant Engineering.
Powers-House Co., The.

[d]

Quality Group. The.

13
10
58
48

Dailv Metal Trade 13

Denne & Co., Ltd., A. J 59

Des Moines Register & Tribune 37

Detroit News 74

Detroit Times 51

Richards Co., Inc., Joseph 3

[»]

Selling Aid 59

Economist Group. The 39 Shoe & Leather Reporter 58

Einson Ereeman Co 62 St. James Hotel 50

Empire Hotel 56 Standard Rate and Data Service 80

Street Railway Advertising Co.

Insert bet. 58-59

[/]

Forum 67

[*]

I opeka l)ail> Capita] 59

i.;i' \ge-Hicord 54

Good Housekeeping 69

Gnlfport Daily Herald, The 58

Weines T>pograpliir Service.

[y]

Igelatroem ( o.. The J 58

Indianapolis News, The. .* 4

Indii-lrial Power 68 Youth*" Companion 16

for handling electrical goods. This will
give the German firm a strategic posi-
tion in submitting bids on the numer-
ous public tenders called for by the
Uruguayan government and private
enterprises. Great Britain, also, has in-
vested money in Uruguay. One of the
large packing houses is owned by a
British company and about 90 per
cent of the railroads of the country
ia controlled and operated by British
capital. Great Britain, in particular,
has a good hold upon the trade of
Uruguay. During 1922 and 1923 Great
Britain and the United States ran neck
to neck in supplying goods to the
Uruguayan market. But in 1924 the
United States forged ahead of Great
Britain, and the trade figures for 1925
indicate that this country still holds
the lead in importations into Uruguay.

Answering Mr.
Kriclibauin

[CONTINUED FROM PAGE 40]

patronizing attitude toward direct mail
which, like "regular advertising," is
sufficiently an American institution to
get very mad about it. Direct mail
proponents may be goaded into some
very unwise and generally harmful ac-
tivities if many write as Mr. Kriehbaum
has written.

I believe that neither Mr. Kriehbaum
nor the direct mail writers he thunders
against faithfully reflect the true spirit
of the advertising world. It is unfor-
tunate that in nearly all controversies
the views of those least representative
of the definite sides always secure the
widest publicity.

A $200 Investment

[CONTINUED FROM PAGE 27]

many "Don't" injunctions. It is not
the purpose to visit with old friends
in their offices; it is to inspect the rival
factory for methods. It is not to golf
and lunch with your own sales agents;
it is to interview rival salesmen, with
free "give" as well as "take." Frank-
ness seldom fails to beget frankness.
It is not to gloss over the fault of your
own product; rather it is to ground
yourself on fundamental servicing and
sellinn; problems of the industry. It is
not to entertain and be entertained;
nor is it to "snoop," least of all to
resort to underhand tactics; rather it
is to fare forth as an honest seeker
for help. It is well to remember that
you can give quid /»"> quo, and you
would indeed be a poor executive if you
failed to get a "Come again ! Yuur
visit has done us a lot of good."

August 25, 1926

ADVERTISING AND SELLING

As Others See Us

THE accompanying burst of subtle
irony, was clipped from a busi-
ness paper, published somewhere
in the entrails of our antipodean proto-
type, known to the proletariat as
Australia. The title is " 'Sweated'
Words."

America — the land of "boost," the
home of the "go-getter," and the "red-
blooded he-man," where "pep" abounds,
and "live wires" apparently never fuse
— the country where the word "wonder-
ful" works overtime, and the "poten-
tialities" of the nation are exploited
on a "stupendous" scale. Wealth ac-
cumulates to an "amazing" degree, and
the eagerness of the people to develop
domestic comfort is "unprecedented."
In fact there are many of us who have
the idea that the chief work of the
white section of the community is
pushing buttons to switch on electric
current to do the real work. "Remark-
able," isn't it!

It would be pleasant to write a
snappy come-back to this little squib
for the benefit of our Australian sub-
scribers, but for once in our lives
words fail us. It must be that our
"culture" has spread farther and
faster than that of our antipodean
friends, for the only things indigenous
to that continent which occur to us at
the moment are the kangaroo, the con-
vict ship, the platypus and the Anzacs.
And to characterize our neighbor as a
"red-blooded he-kangaroo" would be
something of a strain on a few of the
Ten Commandments, not to speak of
various Beatitudes.

Our ignorance of things Australian
does not speak too well for us, but the
perception of the Australians does
speak volumes for them. They may
not be right up to the minute on Amer-
ican business methods, but at least
they are learning the language. Which
adds to our confidence in the future
of that remote island continent.

The Virginia Press Associa-
tion Elects

At its thirty-eighth annual conven-
tion held recently at Pulaski, Va., the
Virginia Press Association elected the
following officers: president, J. B.
Wall, Farmville Herald; secretary
(re-elected), C. L. Weymouth, Ashland
Herald-Progress; treasurer, G. 0.
Greene, Clifton Forge Review.

The Advertising Club of

Portland, Ore., Holds

Election

At a recent meeting of the Advertis-
ing Club of Portland, Ore., the follow-
ing officers were elected: president, W.
P. Merry ; first vice-president, G. R.
Grayson; second vice-president, G. A.
Rebentisch; secretary-treasurer, Harry
Fischer.

Rate For advertisements inserted in this department is 36 cents a line — 6 pt. type. Minimum
charge $1.80. Forms close Saturday noon before date of issue.

Position II anted

WOMAN WRITER seeks position on publica-
tion specializing on subjects of interest to
women; has edited woman's page for prominent
metropolitan newspaper ; has served as feature
writer for newspapers and magazines ; has been
fashion editor for well known fashion magazine.
( Whole or part time.) Box No. 413, Advertis-
ing and Selling, 9 E. 38th St., New York City.

Help Wanted

WANTED. MANAGER FOR JOB
PRINTING BUSINESS
We have one of the best manufacturing plants
in the United States, with a small Job Printing
Department. It is our intention to expand this
department and make it one of the best places
for all kinds of catalog and job printing work.
We want a man who is good at laying out work,
in managing the department, and in dealing with
customers. If you are such a man, or know
him please write us. Box No. 412, Advertising
and Selling, 9 E. 38th St., New York City.

WANTED — Eastern publishers' representatives
for California Petroleum publication. Box No.
410, Advertising & Selling, 9 E. 38th St., New
York City.

PUBLICITY PRODUCTS

Advertising Specialty Salesman, character, ability,
address ; all advertising specialties ; prolific field ;
liberal commission, fullest cooperation free lance
and side line men. Litchfield Corp., 25 Dey St.,
New York.

This knowledge was jjained through actual
contact with the dealer. In this work he be-
came closely associated with the jobber's sales-
men's problems. Made good friends with
company's selling staff too.

And his success is built on such a simple
idea. It's this — "Keep the dealer from switch-
ing YOUR sale."

He's 38, married, and American Born.

Address Box 409, Advertising and Selling,
9 East 38th Street, New York City.

Help Wanted

Single, 29-year old. high type, steady and reliable
young man, now secretary and treasurer of
prominent realtor company in exclusive Phila.
suburb, desires change.

Eight years' advertising agency (account ex-
ecutive, copy writing, space buyer, charge of
service and production, N. Y. Agency) and
N. Y. Times newspaper experience.

Open for only a really worth-while interesting
connection. Can meet people. Likes to travel.
Write Box 400, Advertising and Selling, 9 E.
38th Street, New York City.

Responsible employers in California or
Florida especially invited to respond.

Business Opportunities

HARRY I. NEAMAN. successor to The Home-
wood Pharmacal Co., Pittsburgh. Pa., manufac-
turer of TODD'S TONIC, is in the market for
small ads, not to exceed one hundred words.
This tonic is seasonable the four seasons of the
year, and about ten advertisements for each sea-
son are desired. Will pay fifty cents per line
for those accepted. For information as to in-
gredients and merits of this tonic, write to the
above address.

WE MANUFACTURE FOR YOU. Company
making steel office furniture is open to contract
fabrication in quantity of anything suitable for
their plant. Box No. 411, Advertising & Sell-
ing, 9 E. 38th St., New York City.

Advertising Agencies

SMALL ADVERTISERS WELCOME HERE
Advertising placed in all publications — display
and classified (want ads.) Publishers' Rates.
Martin Advertising Agency, 37 W. 39th St- New
York City, Phone Penn 1170.

Multigraphing

Quality and Quantity Multigraphing,

Addressing, Filling In, Folding, Etc.

DEHAAN CIRCULAR LETTER CO.. INC.

120 W. 42nd St.. New York City.

Telephone Wis. 5483

Miscellaneous

BINDERS

Use a binder to preserve your file of Advertising
and Selling copies for reference. Stiff cloth
covered covers, and die-stamped in gold lettering,
each holding one volume (13 issues) $1.85 in-
cluding postage. Send your check to Advertising
and Selling, 9 East 38th St., New York City.

ADVERTISING AND SELLING

lugust 25, 1Q26

Today's Detroit News

Reaches the Rural
Homes of Its Local
Trading Territory
as Quickly as the
Homes of Detroit
Proper

-x.

■K"

Advertisers using The
Detroit News are able to
cover America's most
prosperous territory at a
rate unrivalled in propor-
tion to coverage and re-
turns— a fact substanti-
ated by the leadership of
The Detroit News of All
1 m eric an Newspapers in
advertising for the first
six months of 1926.

Drive out fifty miles in any direction from Detroit
and you will see the highways dotted with the crimson
containers of The Detroit News" special motor delivery
service. Every farmer or suburbanite, no matter how
far he may live away from town or village, can have his
copy of The Detroit News delivered on the day of pub-
lication, often as quickly as it is delivered in Detroit
proper. Thus The Detroit News covers its local trad-
ing territory, assuring its advertisers adequate circula-
tion in the territory adjacent to the manufacturers'
points of distribution — stores and shops easily reached
by street car, bus, telephone or rail.

The Detroit News' circulation of 335,000 Sundays
and 320,000 Weekdays is thoroughly concentrated so
that 94% of its weekday and 80% of its Sunday circu-
lation covers the local trading territory — the most
profitable section in Michigan from the viewpoint of
the advertiser.

The Detroit News

Detroit's IIOM E Newspaper

335,000 Sunday Circulation

320,000 Weekday Circulation

Issue of August 25, 1926

The NEWS DIGEST

A complete digest of the news of advertising and selling is here compiled
for quick and convenient reference 5fr The Editor will be glad to receive
items of news for inclusion in this department S<^ Address Advertising
and Selling, Number Nine East Thirty-eighth Street, New York City

CHANGES IN PERSONNEL

Name

Former Company and Position

Now Associated With

Position

.Tide Water Oil Sales Corp Gen. Mgr.

New York

. Same Company Adv. Mgr. & Sales Develop-
ment

A. W. Sullivan Tide Water Oil Co. & Tide Water Sales.

Corp., New York, Adv. Mgr. & Sales

Development
William C. Gittinger. .Tide Water Oil Co. & Tide Water Sales.

Corp., New York, Adv. & Sales Dept.
H. 0. Reed General Outdoor Adv. Co., Twin City. .. .Universal Circular Letter Co, Vice-Pres.

Branch, Sales Rep. Minneapolis, Minn.
J. L. Thatcher, Jr Bauerlein. Inc., New Orleans Same Company Space Buyer

Sec'y to Pres.

D. D. Conkwright Carl J. Barliet, Inc., Greensboro, N. C Home Light & Power Co., Greens'- . ..Publicity

boro, N. C.

Louis R. Winter, Jr "Evening Bulletin." Phila Clewiston Land Co, Clewison, Fla. . .Adv. Mgr.

William La Varre "New York Times," New York "New York World," New York In Charge of Rotogravure

Adv.

James J. Burnett "Press," Binghamton, N. Y, Classified. . . .Same Company Adv. Mgr.

Adv. Mgr.

Fred Von Ritter "Herald & Examiner," Chicago KJeen-Heat Co, Chicago Branch Adv. Mgr.

Thomas J. Gilmore. .. ."Commercial AppeaL," Memphis, Tenn .... Resigned
Adv. Dept.

Lyman E. Comey "Union Republican," & "Daily News,". .. ."Herald," Rutland, Vt Adv. Mgr.

Springfield, Mass, Adv. Dept.

James B. Heath, Jr. .. ."Harper's Bazar," Western Office "New Yorker," New York Western Mgr. with Office in

Chicago

Arthur Freeman Einson-Freeman, New York, Pres Gimbel Bros, Phila Executive in Charge of

' Sales and Adv.

E. M. Perrin General Motors Export Co, New York Frank D. Webb Adv. Co In Clmrge of Copy & Prod.

Adv. Mgr. Baltimore, Md.
Philip 0. Deitch National Better Business Bureau Klau-Van Pietersom-Dunlap- Member of Staff

New York Younggreen, Inc., Milwaukee, Wis.
R. P. KeUey The Autocar Co, Ardmore, Pa Timken Roller Bearing Co, Adv. Mgr.

Ass't Adv. Mgr. Canton, Ohio

Raymond Kelly Kimberly-Clark Co, & the Cellucotton. . .Resigned

Products Co., Neenah, Wis, Gen. Sales

Mgr. of former; Vice-Pres. of latter.

George T. Piere "Bulletin," Bend, Ore, Adv. Mgr Martin Adv. Service, Salem, Ore Mgr.

W. Warren Anderson. .Vanderhoff & Co, Chicago W. Warren Anderson, Minneapolis. ..Owner

Acc't Executive

C. C. Stockford C. C. Stockford Co, Toledo, Ohio Resigned

H. S. Ward N. W. Ayer & Son, Phila Young & Rubicam, Inc., New York. . .Copy

Earl G. Iversen Van Allen Co, Chicago, Merchandising. . -Same Company Acc't Executive

Dept.

Charles E. Maas "Motor Boat," New York Yachting, Inc Adv. Staff

Stanley Twist Office Equipment Catalogue Gilman Fanfold Corp, Ltd, Niagara. Adv. Mgr.

Pres. & Publisher Falls, N. Y.

Harvey E. Golden The General Fireproofing Co, New York .. Florence Stove Co, Boston Chicago Mgr.

Warren M. Ingalls "Star-Gazette," "Advertiser" and "Tele-. . ."Twin-City Sentinel," Winston-Salem . Business Mgr.

gram," Elmira, N. Y, Adv. Mgr. N. C.

E. Percy Johnson Aunt Jemima Mills Co, St. Joseph, Mo. . .California Fruit Growers' Exchange. .Sales Mgr., Products Dept.

Eastern Sales Mgr. San Dimas, Cal.
John Condon Condon-Milne-Gibson, Inc., Tacoma, Wash. The Condon Co, Tacoma Pres. & Treas.

Partner
David Lampe The Hecht Co, Baltimore, Md, Adv. Mgr. Resigned (Effective Oct. 1)

F. Heath Taylor William T. Mullally. New York Frank Kiernan & Co, New York Acc't Executive

Fred H. Chapin Bourne-Fuller Co, Cleveland, Vice-Pres ... National Acme Co.. Cleveland Pres.

A. W. Henn National Acme Co, Cleveland, Pres Same Company Chairman of the Board

Richard Foster, Jr The Todd Co, Rochester, N. Y, American Institute of Steel Mgr., Dept. of Public In-

Adv. Mgr. Construction, New York formation

David Osborne The Todd Co., Rochester, N. Y Same Company Adv. Mgr.

In Charge of Publications Div.

Harold O. Reed Northern Display Adv. Co, Minneapolis. .Universal Circular Letter Co Vice-Pres.

Minneapolis
R. E. Hill Winchester-Simmons Co, Toledo. Ohio. . .Draper-Maynard Co, Plymouth, N. H. Sales Mgr.

Vice-Pres. & Gen. Mgr.
S. Henry Winchester-Simmons Co, Toledo, Ohio. . .Same Company Vice-Pres.

Sales Mgr.
John M. Downey, Jr. ..American Furniture Mart, Chicago "Herald & Examiner," Chicago Mgr., Merchandising Dept.

Publicity Mgr.

A. M, Hurwood Van Dyke Gravure Co, Pro. Mgr Florida Rotogravure Corp, Vice-Pres. in Charge of Pro.

De Land, Fla.

ADVERTISING AND SELLING

August 25, 1926

nuilding Fame for
i\udyard J\ipling

wclures

*r rM __Ti ,„,r ,,r toamnce !5 Cents

,„ ujir.AZlNt Of WMNCE

r-APTAIN HERSELF - < i <•«' v v
TfcCAI IAIN Ji^ ( , MORESBy

COMING out of the East with a bag
of manuscripts, Kipling received a
cold welcome both here and in
England. McCLURE'S, publishing "Cap-
tains Courageous" and "Kim," first intro-
duced him to America.

And McCLURE'S has probably discov-
ered and introduced more famous, popular
authors than any other magazine.

Although the new McCLURE'S pub-
lishes the work of some of the most popu-
lar story-tellers, it continues its quest for
new writing talent. With an editorial pol-
icy calling for the best in romantic fic-
tion, it appeals to men and women, to
youth and age. But, after all, youth and
romance are synonymous. And youth is
impressionable, easily influenced.

Adding new friends to those made
through 33 years, McCLURE'S, The Col-
umbus of Writing Talent, guarantees an
A.B.C. sale of 200,000 copies. Upon this
figure, the rate of $1.10 a line and $450 a
page is based.

Because all the power of the Interna-
tional Magazine Company is behind the
new McCLURE'S, because 60,000 dis-
tributors are pushing sales, because circula-
tion advertising is appearing in 90 metro-
politan newspapers, we believe that you,
and other advertisers who buy McCLURE'S
now, will receive considerable excess circula-
tion above the guarantee.

In addition to this circulation bonus,
McCLURE'S will give you growing reader-
interest in the principal trading centers of
the country — your most productive market-
ing areas.

K[ew

The <J\iagazine of %omanc^>

R. E. BERLIN, Business Manager

119 West 40th St., New York

Chicago Office, 360 N. Michigan Ave.

August 25, 1926

ADVERTISING AND SELLING

A dvertising
& Selling

The NEWS DIGEST .

Issue of
Aug. 25, 1926

CHANGES IN PERSONNEL {Continued)

Name

Former Company and Position

Now Associated With

Position

Marvin F. Casmir Dorland Agency, Inc., New York W. I. Tracy, Inc, New York Copy

C. H. Compton "Belting, Transmission, Tools & Carroll Dean Murphy, Inc., Chicago. .Acc't Executive

Supplies," Chicago, Mgr. Editor

Roy MacMillan "Times," Los Angeles, Cal., Auto. Editor . .James Houlihan, Inc., Los Angeles ... Copy Chief

W. F. Martin Penn Spring Works, Inc., Sales Mgr Resigned

Harry V. Campbell. . ..Bigelow-Hartford Carpet Co., New York. .Same Company Vice-Pres.

Sales Mgr.
J. F. Norman Bigelow-Hartford Carpet Co., New York. .Same Company Pres.

Vice-Pres.
Edgar S. Bloom American Telephone & Telegraph Co.,. . .Western Electric Co., New York Pres.

New York, Vice-Pres.

Charles G. Dubois Western Electric Co., New York, Pres Same Company Chairman of the Board

A. McD. Dempster Cargill Co., Grand Rapids, Mich Powers-Tyson Printing Co., Grand... Pro. Mgr.

Director of Art & Engraving Rapids, Mich.
Hal King E. Katz Special Adv. Agcy., New York "Bulletin," San Francisco Adv. Mgr.

Pacific Coast Rep.
L. C. Lincoln Sonora Phonograph Co., New York F. A. D. Andrea, Inc., New York Adv. Mgr.

Adv. Mgr.
P. E. O'Connor White Motor Co., Cleveland Columbian Steel Co Sales Mgr.

In Charge Petroleum Group. Kansas City, Mo.

Richard J. Kelly United Publishers' Corp., New York "The American Restaurant" and Eastern Mgr.

"The Restaurant Digest"

George B. Mets J. E. Marsden Glass Works, Ambler, Pa.. .Resigned.

A. A. Archbold Grant & Wadsworth, Inc., New York McKone Tire & Rubber Co., Chicago. Adv. Mgr.

J. D. Kenderline "The Survey" and the "Survey Graphic,". . Same Company Business A

1 liiHi* jsl New York, Circulation Mgr.

Arthur Rose Michelin Tire Co., Milltown, N. J The Merit Tire & Rubber Co, Asst. Gen. Sales Mgr.

Indianapolis.
Barnes R. Harris "The Merchants' Journal & Commerce,". .Resigned.

Richmond, Va.

Adv. Mgr. and Associate Editor

V. G. Phillips Yellow Truck & Coach Mfg. Co General Motors Truck Co Gen. Sales Mgr.

Pontiac, Mich.
Florian Leduc Willys-Overland Sales Co., Ltd., Toronto. Same Company Gen. Sales Mgr.

Ont. Mgr. Montreal Branch
Ralph M. Beckwith Queen City Printing Ink Co Rapinwax Paper Co., St. Paul Sales Mgr.

Mgr. Minneapolis Office.

Mgr.

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS

Name

A ddress

Product

Now Advertising Through

W. A. Russell & Co New York "Warco" Radio Valves. ..Tracy-Parry Co., New York

Fairbanks Tailoring Co Chicago Tailors Fred M. Randall Co., Chicago

American Solvents & Chemicals Corp . New York Solvents Hazard Adv. Corp., New York

Jules Schwab & Co New York Jewelry Hicks Adv. Agcy., New York

Mafco Belt Co Cincinnati Men's Belts The Marx-FIarsheim Co., Cincinnati

Sloan Valve Co Chicago Toilet Flusher Valves. . .Lord & Thomas and Logan, Chicago

Monroe Auto Equipment Mfg. Co .... Monroe, Mich Automobile Accessories .. Campbell-Ewald Co., Detroit

National University Society, Inc New York Education CampbeU-Ewald Co., Detroit

Taylor Cap Mfg. Co Cincinnati Caps, Mufflers & The Marx Flarsheim Co., Cincinnati

Ladies' Hats
DeVry Corp Chicago Motion Picture Cameras Campbell-Ewald Co., Chicago

and Projectors

Fred W. Amend Co Chicago Candy Campbell-Ewald Co., Chicago

American Chicle Co Long Island City, N. Y.. Chewing Gums Erwin, Wasey & Co., New York

A. P. W. Paper Co Albany, N. Y "Onliwon" Towels and. .Lord & Thomas and Logan, Chicago

A. P. W. Satin Tissue

Motor Improvements, Inc Newark, N. J "Purolator" Oil System. .J. Walter Thompson Co, Inc, New York

•John H. Woodbury and the John New York Castile Soap Harry C. Michaels Co, New York

H. Woodbury Laboratories, Inc

Kalo Co Quincy, 111 Stock Feeds, Minerals. . .Frank B. White Co, Chicago

and Tonics

Ted Toy-Lers, Inc New Bedford, Mass "Ted-Toys" W. I. Tracy, Inc, New York

Griswold Safety Signal Co Minneapolis Automatic Traffic Con-. .W. Warren Anderson, Minneapolis

trol Equipment

Parfise, Inc New York "Grenoville" Perfume. . .G. Howard Harmon, Inc, New York

The Thomas Y. CroweU Co New York Publishers G. Howard Harmon, Inc, New York

The Lorenz Publishing Co Dayton, Ohio Publishers G. Howard Harmon, Inc, New York

The American Inst, of Psychology. . .Jacksonville, Fla Education Calvin Stanford Adv. Agency, Atlanta, Ga.

Handy & Harman New York Gold, Silver and Plate. .Wm. T. MuUally, Inc, New York

Refiners

•This does not affect the account of the Andrew Jergens Co., Manufacturers of "Woodbury's Facial Soap" and "Jergens' " Lotion.

ADVERTISING AND SELLING

August 25, 1926

Announcement

To serve manufacturers and their advertising agents
more conveniently, the McGraw-Hill Publications
have opened a district office in New York City. This
office is located at 285 Madison Avenue, between 40th and
41st Streets.

The personnel of this office will be restricted exclusively
to the sales and counselors' staff of the Atlantic District of
the McGraw-Hill Publications.

EVvery bit of industrial marketing information that is
available through the headquarters organization and district
offices of McGraw-Hill Publications will be available in this
new office.

We cordially invite manufacturers and advertising
agents to make use of this conveniently located office.

°£

H. W. McGraw, General Manager

Atlantic District, McGraw-Hill Publishing Company, Inc.

C. A. Babtiste
R. A. Balzari
W. K. Beard, Jr.
E. H. Bedell
David Cameron
H. A. Clark
J. P. Clark
C. J. C. Clarke
George Duffield

J. M. Gilmer
William Handley
C. S. Holbrook
I. S. Holbrook
W. E. Kennedy
H. W. Mateer
C. L. Morton
N. V. Palmer
M. A. Williamson

William A. Reid
N. C. Robbins
J. H. Rudd
L. V. Rowlands
Fred W. Schultz
A. L. Staehle
Rupert Thomas
John Van Norden
F. S. Weatherby

Telephones: Lexington 3161, 3162, 3163, 3164

August 25, 1926

ADVERTISING AND SELLING

& Selling

♦ TAe NEWS DIGEST •

Aug. 25, 1926

Name

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS {Continued)

Address Product Now Advertising Through

H. H. Robertson Co.

International Agriculture Corp.
The Butterick Publishing Co..
Fishwick Radio Co

' Bradley Knitting Co

The Fox Film Corp

The Michigan Smelting & Refining Co

Sphinx Mfg. Co

Rival Foods, Inc

The Sheldon School

Le Vantin Co

Association of Lighting Fixtures Mfg's,

Edglets Tea Corporation

West Made Desk Co

Pittsburgh, Pa Asbestos Metal Road Ketchum, MacLeod & Grove, Inc., Pittsburgh

Material

New York Fertilizer Wilson & Bristol, New York

New York Adventure Magazine . . . .George Batten Co., New York

Cincinnati "Effarsee" Radio The Marx-Flarsheim Co., Cincinnati

Antennae

Delavan, Wis "Bradley Knit Wear" ... Federal Adv. Agcy, Inc., New York

New York William Fox Films Harry C. Michaels Co., New York

Detroit Smelters Fecheimer, Frank & Speeden, Inc., Detroit

Los Angeles, Cal Bathroom Supplies Stutsman & Mummert, Los Angeles

Cambridge, Mass Groceries Wood, Putnam & Wood Co., Boston

Chicago Correspondence School .L. Jay Hannah & Co., Chicago

New York Novelties J. X. Netter, Inc., New York

New York Lighting Fixtures J. X. Netter, Inc., New York

Seattle Tea Hall & Emory, Inc., Seattle

Seattle Office Furniture Hall & Emory, Inc., Seattle

NEW ADVERTISING AGENCIES AND SERVICES, ETC.

Faultless Studios, Inc Cleveland Commercial Art ... .George L. Hess, Gen. Mgr.; Richard

Studio Morrow and R. F. Brickman

Nelson-Green San Francisco Window Display. . . .Edgar P. Nelson and Jay S. Green

Service

PUBLICATION CHANGES AND APPOINTMENTS

The Chilton-CIass Journal Co Announces that effective with the October numbers all of their papers will have a

type page size of 7 x 10, except the Automobile Trade Journal, which will have a

type page size of 5^ x 8.
The Fairmont Newspaper Publishing Co Has been formed, to take over the good-will and business of the "West Virginian"

and "Times" of Fairmont, West Va.
"Twin City Sentinel," Winston-Salem, N. C Has been sold by Rufus Shore and Henry R. Dwire to a syndicate headed by Frank E.

Gannett, publisher of the Gannett newspapers.
The "News," Benson, Ariz Has been purchased by Will B. Kelly, owner of the "Stafford News," "Clifton Copper

Era," '"Duncan News" and the "Tombstone Epitaph," all of Arizona.

MISCELLANEOUS

The McGraw-Hill Publishing Co, Inc., Have opened a branch office at 285 Madison Ave., New York.

New York
Following the retirement of Charles C. Phillips as president of the United Publishers' Association, the following changes have taken
place: A. C. Pearson, President, Textile Publishing Co. — Chairman of the Board; Fritz Frank, President, Iron Age Publishing
Company — President; C. A. Musselman, President, Chilton-Clas3 Journal Company — Vice-President; and F. C. Stevens, President,
Federal Printing Company and Manager Chilton Printing Company, Philadelphia, continues in the office of Treasurer.

M. J. Brandenstein & Co., San Francisco Name changed to the M. J. B. Company

The Universal Gypsum Co., Chicago, and.... Have merged into the Universal Gypsum & Lime Company, with headquarters in

Palmer Lime & Cement Co., New York Chicago.

The McGraw Catalog and Directory Co., Inc.. .Has been formed to publish condensed catalogs and directories. Mason Britton is

New York Pres. ; Robert Wolfers, Vice-Pres. and Gen. Mgr.; R. Becker, Vice-Pres. and Sales

Mgr.; C. H. Thompson, Sec'y, and J. H. McGraw, Treas.
Stevens & Co., New York and Walden-. .Have merged, their name being Stevens Walden-Worcester, Inc.

Worcester, Inc., Worcester, Mass.

"Houston Post-Dispatch," Houston, Texas Announces that beginning wieh the September 19 issue, it will have a regular Sunday

rotogravure section of eight pages.

The Shotwell Mfg. Co., Chicago Has sold its business to the Cracker Jack Co., Chicago, makers of "Cracker Jack" and

Angelus Marshmallows.

Name

CHANGES IN ADDRESSES

Advertising Agencies and Services, Publications, ete.
Business From

The Martin Advertising Service Advertising Agency ...Wala Wala, Wash Salem, Ore

"Oral Hygiene," (New York Office) . . . Publication 53 Park PL, New York 62 West 45th St., New York

\[>YERTISING AND SELLING

August 25, 1926

"Indispensable, is the way we feel about STAND-
ARD RATE AND DATA SERVICE and we

sign your renewal card as cheerfully as we acknowl-
edge an order from a client."

J. L. Midler

McKenna-Muller

Advertising and Sales Promotion

Brooklyn, New York

"We feel that STANDARD RATE AND DATA
SERVICE is the most efficient means available for
giving us details on publications."

Martin O'Callaghan
O'Callaghan Advertising Agency
Memphis, Tennessee

USE THIS COUPON

Special 30-Day Approval Order

STANDARD KATE & DATA SERVICE,

536 Lake Shore Drive, 192....

Chicago, Illinois.

Gentlemen: You may send to us, prepaid, a copy of the current number of Standard Rate & Data Service, together with all bulletins
issued since it was published for "30 days" use. Unless we return it at the end of thirty days you may bill us for $30.00, which it
the cost of one year's subscription. The issue we receive is to be considered the initial number to be followed by a revised copy on
the tenth of each month. The Service is to be maintained accurately by bulletins issued every other day.

Firm Name Strut Address

Ci<> State

Individual Signing Order Official Position

August 25, 1926

ADVERTISING AND SELLING

dfSSS ♦ The NEWS DIGEST • £ZL.

eSi&

CONVENTION CALENDAR

Organization Place Meeting Date

Financial Adverisers Ass'n Detroit (Statler Hotel) .' Annual

National Publishers Ass'n Shawnee-on Delaware, Pa. (Buckwood Inn) .Annual

Art-in-Trades Club New York (Waldorf Astoria Hotel) Annual

Window Display Adv. Ass'n New York (Pennsylvania Hotel) Annual

The Seventh District Convention of Tulsa, Okla Annual

the International Advertising Ass'n
The Eighth District Convention of Minneapolis, Minn. (New Nicolett Hotel) . .Annual

the International Advertising Ass'n

American Management Ass'n Cleveland Autumn

Outdoor Adv. Ass'n of America Atlanta, Ga. (Biltmore Hotel) Annual

(Posters & Painted Bulletins)

American Ass'n Adv. Agencies Washington. D. C. (Mayflower Hotel) Annual

Direct Mail Adv. Ass'n (International) . .Detroit (New Masonic Temple) Annual

Audit Bureau of Circulations Chicago (Hotel La SaUe) Annual

Tenth District Convention of Beaumont, Texas Annual

the International Advertising Ass'n

Ass'n of National Advertisers, Inc Atlantic City (Hotel Ambassador) Annual

Associated Business Papers, Inc New York (Hotel Astor) Annual

International Adv. Ass'n Denver, Colo Annual

. . Sept. 20-24
..Sept. 21-23
.Sept. 28-Oct. 27
(Except Sundays)
..Oct. 5-7
..Oct. 10-12

. .Oct. 1112

..Oct. 11-13
..Oct. 18-22

..Oct. 20-21
..Oct. 20-22
..Oct. 21-22
..Oct. 24-26

..Nov. 8-10
. . Nov. 8-10
..June 5-10, 1927

DEATHS

Name Position Company Date

Milton Feasley Vice-Pres Lambert & Feasley, New York August 19, 1926

Frank G. Bell Pres. & Gen. Mgr "News," Savannah, Ga August 16, 1926

Isaac A. Meskin Vice-Pres Fashionable Dress Publishing Co., New York August 7, 1926

ADVERTISING AND SELLING

August 25, 1926

YlfllTH the growing trend towards individual market analyses and
r Is the use of newspapers by national advertisers Me Business Sum \
of The Chicago 1 ribune present on this page highlights and minutiae
of zone marketing, the Chicago Territory, and of The Chicago Tribune.

From

the

"Then it's Tommy this, an' Tommy that, an

' Tommy 'ow's your soul?'
But it's ' Thin red line of 'eroes,' when

The drum begins to roll."

IN a mechanical age and in one in which in-
dustry and commerce have swept humanity
up to "sweeter, cleaner airs" it is passing
strange that statecraft should continue to
strut the pages of history in solitary splendor.
The battles of commerce and the triumphs of
science are more epic and more leavening than
intrigue and the yeasty ambitions of another
grand vizier.

The decadence of the military enterprise of
a Caesar led to the wars in which fat burgo-
masters dictated terms. By a thrust through
center commerce followed up its advantage.
The traditions of Alexander are broken.

Histories need new molds. The older forms
are shattered. In recording the strategies of
commerce, will the future chronicler and patri-
otic poet limn and hymn the sleepless out-
posts of the manufacturer, of "the thin red
line of 'eroes," the embattled retailers?
* * *

One-fifth of America

"The hunt for a market for any product
is a hunt for certain kinds of people. People
who are able to buy. and who are willing to
buy. and also ready to buy are the onts to
be located for the purpose of successful ad-
vertising effort."

— Paul T. Cherington.

Selecting the ripened prospects has a fur-
ther refinement — locating them in a single
compact territory. It is better business to sell
every other person in one town than one per-
son in every other town.

I he Chicago territory on practically all
figures of production, distribution and re-
■ s, has one-fifth of the national total.
Within reasonable limits one may say defi-
nitely that on any selected line Zone 7 will
produce one-fittb of the national sales volume.

With one-filth of the resources and buying
activity located in the Chicago territory the
manufacturer should be getting at least one-
filth of his national volume in these same five
states. Are you?

And, if national advertising is figured as a
per lint of national sales, then Zone 7 adver-
tising should sit in for the same per cent of
Zone 7 sales. If one-fifth of the total business
comes from the Chicago territory, then one-
fifth of the total advertising ought to be put
to work here.

* * *

Nati o n a litis

"He [a manufacturer] wanted to ex-
tend to the Inhabitants of every hamlet
the boon of belnft able to hoy his
prod uct. 'Let not even ;> crossroads

■tore escape tie,1 mlfthl well bavebeen
his slogan." William R. Basset,
President, Miller, Franklin, Basset &
Company,

/ ;ii ostty

Tin CONCEPT of bum. in isolation is an
errom ous tin ory. I he gnarled toots of
men, tormented and titillated, reach down
into a common earth. Age, languorously

Tnbune
Toiler

aloof, may simper in its exo-skeleton. But
where brawly youth is, vigorous and majestic
in stride, the roots go deep and wide and
crack the distant pavements.

The loam of the Chicago territory is rich
and perfumed with youth. Through it pulse
the desires and expansion of commercial life.
The roots entw ine and common interests join
together the five states.

No less than men are cities and states, for
they are but men. A matket is but a region
surrounding a city. It may be ten miles wide
or three hundred. There is no set caliper deci-
mal to squeeze it in. The vigor of the city,
the central force that draws about itself the
clustering farms and villages, may burst its
municipal tether, bound only in locality by
its own influences.

Such is Chicago. Like the feudal castle
overlooking a rich province so Chicago domi-
nates Zone 7. It is the metropolis of this for-
tunate valley, the center of this territory's
financial, industrial and agricultural activity.
To disregard this aspect when advertising and
selling here is to build sales resistance.

As the influence and energy of Chicago per-
meate the adjacent area which may rightly
be called the Chicago territory so The Chi-
cago Tribune similarly wields a zone influence.
For in 1,151 towns and cities of Zone 7, 65%
of all the families read it.

Arabia guards its justice. Two eyewit-
nesses of a crime must testify in the trial
for a conviction. To guarantee the veracity
of their recitals, they themselves are tested.
An imam lightly and briefly applies a strip of
white-hot metal to the tongues of each.
The salivary glands of the just flow copiously
and render him confidently immune! Terror
parches the mouth of a false witness so that
the tongue is burned and justice is protected.
Before the business bar there is no holy
imam to apply the test of heated metal to ad-
vertising plans. The Williams Oil-O-Matic
Heating Corporation sought in vain. Craven
o.ii ihs lulled hack reluctantly. But in a
plan prepared by I he Chicago 1 ribune tin v
found the method and the proof.

Red Heroes One-fifth of America. . . .

Viscosity Nationalitis Arabia

"Dusk gray, sky kissed "... .Good Hunting

TOWER

Tribune Tower

Dusk gray, sky kissed, soaring arches

Springing from earth to heights of cloud.
Free as the winds that blow the marches.

Stately as any castle proud.
Paraptts tipped with silver lances

Keep gleaming vigil beneath the moon —
By starlight a softer beauty entrances,

A faery palace of pale mist hewn.
Rising serenely beside the lake.

Flushed with the rose of the early dawn,
Like a lovely goddess but just awake

Poised at the note of a woodland song.
Day — and a sentinel bravely standing

Revealed in a panoply of light.
Towering, watching, guarding, commanding,

A banner in stone, a symbol of mightt

LE MOL'SQt'ETAlRE

Carven into the stone of The Tower, on a wall of
the parapet on the iwenty-fifth floor.

Thecompany originated in 1918. Five years
of steady effort brought its 1923 sales to
SI, 112,000 in its home territory — what they
are pleased to call "the Chicago district." This
included the states of Illinois, Indiana, Iowa,
Michigan and Wisconsin. In other words,
Zone 7. Until 1924 no advertising had been
used. In 1924 sales in the territory jumped to
$3,080,000. The company gained 414% in
new dealers and 175% in sales the first year
after adopting a specific method.

At the end of the second year sales had in-
creased 230% and dealers 673%.

So successful was the advertising plan in
the Chicago territory that it was carried to
otherselected markets. Williams Oil-O-Matic
has built up carload points from nothing in
1924 to 23 in 1926. Its full page ads are now
appearing in 77 metropolitan cities. The sales
pattern, cut by The Chicago Tribune, has been
adapted to high spots in the entire country.

Frigidaire, Cribben & Sexton, Holland Fur-
nace, Union Bed & Spring, Studebaker Mo-
tors, Canada Dry, Dutch Masters, Fndicott-
Johnson and Celotex are among other success-
ful users of this plan. Would you like to hear
about it? Send for a Tribune man, trained in
merchandising and advertising.

The bird dogs are out and snuffing the breeze.
The covey thunders up before the hunter. News'
paper copy, following on the heels of market
analysis is bagging business tor the national
advertisers in Zone '.The meadows audi':
promise a full bag for the sportsman. And a
sweet gun is wai'ing. Pack your kit and come.'

Pop Toop

Advertising

PUBLISHED FORTNIGHTLY

Drawn by Karl God»

.'hampion Spark Plug Company

SEPTEMBER 8, 1926

15 CENTS A COPY

In this issue:

"Financing the Factory by Warehousing the Goods" By H. A. Haring;
"Rooster-Crows and Results" By K. M. Goode; "What Are Disgruntled
Users Doing to Your Business3" By L. W. Patterson; "How One Com-
pany Controls Production — Sales — Buying" By James M. Campbell

ADVERTISING AND SELLING

September 8, 1921

<y®l^

■ik%»

a cJemme

It paijs in advertising

CONCERNED in the mak-
ing of almost every sale
is — proverbially — a woman, or
her influence.

Advertisers wisely "look for the
woman," susceptible as she is to
the art of advertising — and keen
as her interest is in her evening
paper.

Therefore the advertising of Ar-
mour & Company's Dona Castile,
placed by the John H. Dunham
Company, appears in The Chi-
cago Daily News. The present
schedule calls for space of more
than ten thousand agate lines to
be used within ten weeks.

Because it effectively reaches the
men and women of Chicago who
buy most through advertising.
The Daily News publishes more
display advertising than any
other Chicago daily newspaper.

THE CHICAGO DAILY NEWS

First in Chicago

ADVERTISING REPRESENTATIVES

\i u York
J, H. Woodward

110 E. 42d St.

Detroit
Woodward & Kelly
Fine Arts Building

Chicago

Woodward & Kelly

360 N. Michigan Ave.

San Francisco

C. Geo. krogness
253 First Natl Rank Bid*.

othei Wednesdaj bj Advertising Fortnightly, Inc 9 East 38th St., New STork, N Y. Subscription price $3.0i
No 10. Enl econd cla May 7, L923, at Post Office al New York under Act of March 3, 1879.

September S, 1926

ADVERTISING AND SELLING

The
U7FC STOltT

of every motor is
written in OIL

DESERTED, in the quiet of the garage, stand long lines of
cars, touched here and there by dusty fingers of sunlight

What a story the doctor's weather-worn coupe could tell of
a brave, old motors race with death through a cniel slcet-torn
night

And what entertaining yarns that globetrotting landaulct could
spin of the strange dark, ways of Algerian repairmen

While the yellow roadsters tale would be a bitter one and
sad, of a proud, young engine, burncd-out in its youth through
recklessness and lack of care.

Jt^4ny honest repair man will tell you that more
than 75f~<. of all motor repairs are caused by the
failure of a motor oil. Safeguard your motor
with Veedol. the oil that gites the film of protec-
tion, thin as tissue, smooth as Silk, tough as steel

STORIES of long and faithful service
Srones of breakdowns and failure and
repair bills Bui ai [he bonom of every
motor s siory responsible for good per
formance and bad performance alike, you
would find— a moioi oil

For ihe acrual performance of every
motor depends largely upon a film of oil —
a him thinner than this sheei of paper.

A motof-otl's job

Voui motor-oils job is 10 safeguard your
motor from deadly heat and fticnon. the
rwin enemies responsible for three-fourths
of all engine troubles

In action, your motor-oil is no longer
the ftesh. gleaming liquid you saw pouted
inro your crankcase Instead, only a thin
film of that oil holds the lighting line —
a him lashed by blinding, shrivelling hear,
assailed by teanng, grinding fncuon In
spite of those artacks the oil-film must
remain unbroken, a rhin wall of defense,
protecting vital motor. pans from deadly
heat and fnn.on

Ordinary oil films fail
too ofttn-t

"Under that rerrifk two-fold punishment
the film of ordinary Oil olten breaks and
burns Then vicious heat atracks directly
the unprotecied moioi pans And thtough
the broken film. bor. raw meial chafes
against metal.

Insidious friction begins its silent.
dogged work of destruction And finally
you have a burned-out bearing, a scored

cylinder, a seized piston Then, the repair
shop and big bills'

The -film of protection"

Tide Water Technologists spew years id
srudyingnot oils alone, but oilfitmi They
made hundreds and hundteds of laboratory
experiments and toad rests Finally, ihey
perfected, in Veedol. an oil that offers ihe
utmost resistanc e todcad ly heat and friction.
An oil which gives the "him of protection"
thin m Hunt, smooth as tilt, lough ji ttttl.

Give your own motor a chance 10 write
its story, nor in ordinary oil burin Veedol
Then 11 will be a long history of faithful,
economical service

Tide Water Oil Sales Corpora. .on.
Eleven Broadwa* NewYork Branches or
waxehouses in all principal cities

PROTECTION

One of a series of advertisements in color prepared for the Tide Water Oil Sales Corporation

Facts need never be dull

THIS agency was one of the first
to adopt the policy of "Facts first
— then Advertising. " And it has
earned an unusual reputation for sound
work.

Yet this organization does not, nor
has it ever, confused "soundness'1 with
"dullness." It accepts the challenge
that successful advertising must com'
pete in interest, not only with other

advertising, but with the absorbing
reading matter which fills our present'
day publications.

We shall be glad to send interested
executives several notable examples of
advertising that has lifted difficult sub'
jects out of the welter of mediocrity.

Joseph Richards Company, Inc.
253 Park Avenue, New York City

t\ICHARDS * * * Facts First * * then Advertising

ADVERTISING AND SELLING

September 8, 1926

Experience

A FTER all, isn't the experience
■**■ other advertisers have had
with a medium the best of all
evidence of what it will do for
youl Investing in a newspaper's
space is like making any other in-
vestment. If it has the endorse-
ment of others who have tried it
and continue using it, it is a safer
investment than if it hasn't.

^COMPETITORS rarely discuss with
^-^ one another the relative per'dollar
return from advertising mediums.

Knowing which mediums pay a return and
which don't is a legitimate trade secret,
and wise choice of mediums is shrewd
competitive strategy in the battle for sales.
But while advertisers do keep silent as to
the returns each medium on the list is
producing, there is a way to know — in'
directly but positively — how well each is
earning its return — linage and c mtinuity
of insertions.

A newspaper that carries far greater linage
than its contemporaries is obviously the

choice by experience of more advertisers
and larger advertisers. The newspaper that
maintains its leadership over a period of
years has demonstrated its result power
beyond all question in the combined ex-
perience of its advertisers.

That is the position of The Indianapolis
News in its field. First in local display,
national and classified linage by a tremen-
dous margin for 56 years — and the first
choice and exclusive choice of a list of
prominent advertisers that reads like a blue
book of American industry.

The Indianapolis Radius is a rich market
— The Indianapolis News its key.

THE INDIANAPOLIS NEWS

New\York, DAN A CARROLL
110 East 42ndSreet

Frank T. Carroll, Advertising Director

Chicago. J. E. LUTZ
The Tower Building

September /!, 1926

ADVERTISING AND SELLING

Everybody's Business

By Floyd W. Parsons

TH E greatest oppor-
tunity open to man to-
day lies in the virgin
field of radiation. Scientific
research is only commencing
in this unexploited realm of
hidden truth. The chief
source of radiation is the
sun. A small part of the
radiant energy sent to us
by the sun has been stored
up for future use in "mum-
mified" vegetation which we
call coal. Our present civi-
lization has been construct-
ed on this foundation.

Here is the most impor-
tant thing in the world —
the basis of life; and yet
we are ignorant concerning
the nature and action of
the radiations that formed
coal and and are given off
again when coal is decom-
posed in the process of
combustion. That is not
all. We are almost com-
pletely in the dark con-
cerning the effects on our m

bodies of the light waves that continue to come to us
from the sun.

We know that when we expose our skin to sunlight
on a clear day, some people tan and some merely burn.
No one appears to be able to explain clearly why cer-
tain people pigment and others do not. We know that
the sun's radiations are made up of light that is visible
and that which is invisible. We know that the latter
waves are far more numerous and much more impor-
tant so far as human health is concerned. But we
have only the vaguest kind of an idea why this is so.

In the field of every-day industry, the most common
and most important practice is that of heating. We
must do more or less heating in practically every
process that we carry on. We know that heat is trans-
ferred in three ways: namely, by conduction, convec-
tion and radiation. Our first advance was to familiar-
ize ourselves with heating by conduction. Then we
learned something about heating by convection. Now
we come to the edge of an age when practically all
heating will be done by radiation. This will take us
out of the barbaric era of criminal fuel waste and
bring us closer to the heating methods employed by the
Almighty. Nature employs radiant heat to perpetuate
life on the earth, and we must do the same in our homes
and factories.

We have had ages of stone, bronze and steel. Now
comes the age of radiation; the advent of electricity
was but a forerunner. The coming of the radio placed
us solidly on the road leading to the great goal. Only
a few octaves of energy waves on the broad radiation
keyboard have so far' been developed in an intelligent
way. Still remaining for solution are a great number
of puzzles that bear even more heavily on life than

mysteries yet

any of the
disclosed.

I had dinner the other
evening with a very rich
man whose health is a mat-
ter of public concern. He
had not been well and the
doctors were making slow
progress in improving his
health. Finally he got an
idea that the sun's rays
might do much for him, and
he commenced to do some
of his work on the roof of
his home on clear days, clad
only in a scant bathing suit.
He has gained twenty-five
pounds, and I had never
seen him looking so well.
Perhaps the sunlight ex-
posures were not entirely
responsible for the change,
but judging from my own
experience a couple of years
ago with doctors, and a
little later with unadulter-
ated sunlight, I am sure
that solar radiations played
the biggest part.
Sunshine clinics have worked wonders in Switzer-
land, where Dr. Rollier is performing near miracles in
the treatment of consumption. Similar clinics are
starting to spring up here in our own land. Children
are being sent to sunshine schools. People with
"nerves" are being advised to substitute solar energy
for pills. Public health officials are pointing out that
the rickets curves in our various cities flatten out and
practically disappear during the months when the at-
mosphere is free from smoke and our children get the
benefit of pure sunlight. It will not be many years
until all of our hotels and perhaps even many of our
office buildings will have their roofs equipped so as to
permit people to expose nude bodies to the sun.

Edward I of England laid down the first anti-smoke
law in 1306. For 620 years we have been trying to
clear up the atmosphere in which we live. If the people
of the United States could be brought to a full under-
standing of the value of sunlight, there would be no
more smoke and we would enter a regime in which fuel
conservation would be a realized fact. All honor to
the heroes of the screen and the athletic prowess of our
famous swimmers, but if some of the same energy in
the field of publicity could only be given to creating an
equal degree of public worship for sunlight, the results
could be measured in millions of dollars worth of coal
by-products, and in tens of thousands of human lives.
We would advance the cause of a clean civilization.
Our public buildings would be things of beauty, instead
of blackened monuments to ignorance and waste. The
sunlight coming to us on so-called clear days would still
contain the healing, blood-building actinic rays that are
now intercepted by the values broadcasted from our
chimneys, and lost forever.

ADVERTISING AND SELLING September 8, 1926

AKRON

13th in Production
32nd in Population

Stating the high-lights briefly, Akron

is —

— a city of over 210,000 population and the county seat of Summit
County, Ohio.

— surrounded by another 100,000 people in its 18 mile A. B, C.
trading area.

— the 32nd largest city in the United States in population.

— the 13th ranking city in the United States in industrial pro-
duction.

— a home-owning city; 44.7% of the families own their own homes,
the average for cities over 100,000 being 33%.

— the world's largest rubber manufacturing center, consuming
annually about 45% of the crude rubber production of the entire
world.

— the dirigible airship manufacturing center of the world.

— the home of the Akron Beacon Journal which, in 1925, was 2nd
in Ohio and 14th in the United States in advertising lineage
among six day evening newspapers. Incidentally, its lineage
increased 1,259,506 lines in the first half of 1926 — when the goal
set for all of 1926 was only a million line increase.

The AKRON BEACON JOURNAL—

— has the largest circulation of any newspaper properly covering
the Akron market.

— has the largest advertising lineage of any newspaper entering
the Akron market.

— printed 8,248,155 lines of advertising in the first six months of
1926.

— printed three times the national advertising of the other Akron
newspaper in 1925.

— retains Story, Brooks & Finley as its representatives so you can
arrange for your entry into the Akron market with your next
sales campaign through their offices in New York City, Phila-
delphia, Chicago, or Los Angeles.

September 8, 1926 ADVERTISING AND SELLING

THE PITTSBURGH PRESS

Leads All Pittsburgh Newspapers
in National Advertising

THE PITTSBURGH PRESS has for years led all newspapers in Pitts-
burgh in volume of national advertising, weekday and Sunday. In six
months of this year The Press as usual led all Pittsburgh newspapers
in total volume of national advertising weekday alone, Sunday alone,
and all Pittsburgh newspapers weekday and Sunday.

National Advertising Six Months, 1926

Daily
Daily Sunday and Sunday

Agate Lines Agate Lines Agate Lines

The Pittsburgh Press 1,478,988 835,422 2,314,410

Second Evening and Second

Sunday Newspaper 1,118.862 594.674 1.713.536

Excess 360.126 240.748 600,874

In the first six months of 1926 THE PITTS- as compared with 121,744 for the other papers,

BURGH PRESS, Daily and Sunday, seven issues, thirteen issues.

had a net gain of 1,035.596 agate lines over the Tjie PRESS is overwhelmingly the choice of

same period a year ago. compared with a gain national advertisers using only one newspaper

of 765,758 for the Gazette Times, Morning and in Pittsburgh.

Sunday, and the Chronicle Telegraph, Evening, THE PITTSBURGH PRESS, Daily, has 33,254

thirteen issues. more net paid circulation in the city of Pitts-
burgh than both other evening newspapers com-

In the same period THE PITTSBURGH PRESS, bined, and the Sunday Press has 22,673 more

Daily and Sunday, seven issues, had a net gain net paid circulation in Pittsburgh than both

of 174,832 agate lines in National Advertising, other Sunday newspapers combined!

THE PITTSBURGH PRESS

A Scripps-Howard Newspaper

Represented by ALLIED NEWSPAPERS, INC., 250 Park Avenue, New York

ADVERTISING AND SELLING

September 8, 1926

— "alone, afoot
and acrosslots"

/EGEND has it that a generation ago
Americans knew a race of Titans.

Mighty and majestic, the Titan was
reputed master of men, of millions and
of destiny: a great figure who strode,
armored with ruthlessness, "alone, afoot
and acrosslots."

A fanciful picture? Yet it was true
that every business man of that genera-
tion could grasp with his own two hands
the reins which controlled the gait and
direction of his business.

Now, today, the business man finds
himself operating under a new play of
forces; conducting his business in a new
world of complexities. His every busi-
ness decision is subject to a group of in-
fluences outside his individual control.
The dominant Titan is no more.

And yet it may be thought that under
the new conditions of business there may
be brought into being a new and greater
race of Titans, greater in their grasp and
understanding of trends and events and
in their alertness and intelligence in ap-
plying facts to action.

In his new need for a perspective by
which the business man of today may
understand the major facts of business
which affect his business, it is the task of
Nation's Business to interpret the forces
which explain the facts.

Because it thus serves the inner needs
of industry and commerce, Nation's
Business has become the instrument with
which the business man conducts his
business under the conditions of this
New Control.

NATIONS
BUSINESS

\l i eu i I in . Editor

Published Monthly ai Washington by the i hamber oi Commerce of the U. S.

September 8, 1926

ADVERTISING AND SELLING

/^Cdnsecutftfe Months

September 1, 1925, to August 31, 1926 — each month, The Bir-
mingham News carried a greater volume of advertising
than in the same month of any previous year — in its history

Where advertising is profitable — you'll
find constant volume

The answer is the old, old story of, "Bringing Home
the Bacon." They know from experience that this
newspaper produces greater results per dollar than
any other Birmingham paper or combination of
papers.

During the first seven months in 1926 The Birming-
ham News carried (IOV2) million lines of advertising
— over (2) million lines more than the total of the
Age-Herald and Post combined. Year after year
The Birmingham News has maintained an over-
whelming leadership. Why this preference on the
part of the advertisers?

Do your plans for Fall Advertising Include
Birmingham

All Activities Are Increasing and Production

Is Speeded Up to Meet Demands — ■

Weekly Payroll Over #4,300,000.00

This is the day of specialization and success depends
largely on concentrated effort. Your advertisement
in The Birmingham News Reaches an average of
nearly 300,000 readers daily in the city and suburban
trading territory — your concentrated area. This is
complete effective coverage.

National Adv.

LINES 1926

Jan 181,076

Feb 241,990

March 320,628

April 313,544

May 325,752

June 273,378

July 241,304

August 242,200

Daily 78,000

8 Months

Gain
Over 1925

272,790

Lines

National Representatives
KELLY-SMITH COMPANY

Marbridge Building Waterman Building

New York City Boston, Mass.

Atlantic Building Tribune Tower

Philadelphia, Pa. Chicago, 111.

J. C. HARRIS, Jr., Atlanta

Sunday 90,000

U)\ F.RTISI\(. \\l) SKLL1NG

September 8, 1926

GARAMOND

. . .The redesigning of a type face from a classic model is
no mere matter of slavish copying but a work of re-creation.
To faithfully reproduce the design as it was cut centuries ago
would mean needlessly handicapping ourselves with the tech-
nical limitation under which its creator worked.
J It is necessary rather to become thoroughly saturated with
the spirit of the type and then to reshape it as the designer
would have done had he possessed instruments of precision.
J Claude Garamond cut many types. As is the case with any
artist, even so great a master as he, some were better than
others. The first task was to gather together all the authentic
Garamond material available; then to select those examples
which represent the designer's best work; and finally, to sepa-
rate with sure discrimination those characteristics which give
the design its distinction and those peculiarities and irregu-
larities which are due not to intent but to the inability of the
faltering human hand to execute in so small a compass, and
without mechanical aids, the exact contour that the mind
conceived.

J When this has been done with taste and discernment, we
have a result which retains all the delightful quality of the
original and which at the same time is eminently fitted to the
demands of modern book and commercial printing. A face
which will be selected alike by the craftsman who can afford
time to do an occasional bit of fine typography for the sheer
joy of doing a thing well and by the advertiser who cold-
bloodedly picks the type that will give him the greatest re-
turn for his money.

J Garamond Bold and Garamond Bold Italic are being cut
up to jo point and will be ready about November ist.

[ A full showing of the Garamond Scries will be sent upon request]

MERGENTHALER LINOTYPE COMPANY

DEPARTMENT OF LINOTYPE TYPOGRAPHY, 461 EIGHTH AVENUE, NEW YORK

580.26. 9-N

( LINOTYPE )

^ -ig^^^r

IIMiMI'll) IN GARAMOND si BUS

September V, 1026 ADVERTISING AND SELLING 11

Buffalo the Wonder City of America
The Year of Greatest Growth

The Buffalo Evening News — always outstanding among six-day papers

In Circulation and Advertising Volume

has attained its greatest growth in 1926.

Here is the record up to and including July —

Advertising Circulation

In Agate Lines Net Paid Average Daily

January 1,080,192 January 138,295

February 1,055,853 February 141,017

March 1,456,101 Mareh 143,052

April 1,565,215 April 143,965

May 1,461,484 May 142,966

June 1,393,846 June 145,735

July 1,148,319 July 147,636

In circulation the News is rapidly approaching the 150,000 mark. In advertising
volume it appears that the News will carry about sixteen million lines in 1926. That
nearly everybody in Western New York reads the News is no mere advertising
phrase — it's a fact. And because of that fact advertisers find it profitable to use
the NEWS.

Cover the Buffalo Market with the

Buffalo Evening News

EDWARD H. BUTLER

Editor and Publisher

Marbridge Bldg., New York, N. Y. KELLY-SMITH CO. Tribune Tower, Chicago, 111.

Waterman Bldg., Boston, Mass. National Representatives Atlantic Bldg., Philadelphia, Pa.

ADVERTISING AND SELLING

September 8, 1926

<V©I'"

The Dawn of a NewTextile Era

THE present is one of the most momen-
tous periods in the history of the textile
industry.

There is being born a new spirit of co-
operation and a new appreciation of interde-
pendence. Manufacturers North and Soutli
are now working shoulder to shoulder in
the first national attempt to coordinate
textile production.

* * *

Out of this new-found spirit have devel-
oped the Cotton Textile Institute and the
Wool Council of America. The organization
and aims of both these movements are the
culmination of ideals which Textile World
has preached for years.

"Give Me the Facts" is the cry today —
and now, to a greater extent than ever, are
manufacturers following every development
as recorded in the industry's outstanding
periodical, Textile World.

There are other revolutionary develop-
ments, too, as witness the approach of what
many term the new synthetic fiber era. To
date this has largely centered around the
perfection and use of Rayon, which is con-
stantly penetrating and changing every
branch of the textile industry.

Never has there been a time when Textile
World possessed greater attention value
than the present. There is nothing transi-
tory about it. The industry is in a period
of evolution which is gaining momentum as

it progresses.

* * *

Seldom does the industrial advertiser
find such an opportunity and so receptive

an audience.

* * *

May we discuss the opportunity with you,
particularly as it applies to the balance of
1926 and to 1927?

Member

Audit Bureau of

Circulation

TsstOeSfhM

LargoMl in'i paid circulation <tml ni tin- hlghatl tubtcrtptton price

in the taxtttm field

334 Fourth Avenue, New York

Member

Associated Business

Papers, Inc.

_i]@ft>

September 3, 1926 ADVERTISING AND SELLING 13

"Just as our newspapers have
unified our thoughts, aims
and ambitions, so have they
made possible the distribution
and the sale of our national
merchandise" *£ ** «*

Bank of The Manhattan Company
Founded in New York in 1799

The FOURTH ESTATE

is a weekly market place

for information about newspapers

as a medium of sale and distribution.

25 West Forty-third Street New York

ADVERTISING AND SELLING

September 8, 2926

There is a key market

product

In it population is densest,
richest — grocers most
numerous, most powerful

(JUhAT really builds business for a grocer?

Isn't it concentrated demand — many calls
for your goods instead of few — large consump-
tion instead of slow sales?

Wouldn't it be better for your product in
Boston if 61% of the grocers within thirty
miles of City Hall reported active turnover than
if 100% were barely satisfied with sales?

If one judges by what retailers themselves do
in Boston it would seem so. For the great Bos-
ton stores rely on concentrated advertising in
a key trading area.

The key trading area 12 miles
around City Hall

In Boston the key territory is Boston City plus
the surrounding suburbs for an average area of
twelve miles around City Hall.

In this territory are 1,700,000 people. In it,
too, are 61% of all grocery stores within a
radius of thirty miles and by far the most
powerful stores.

From this twelve-mile trading area the Bos-
ton department stores draw 74% of their total
business. The per capita wealth is about $2000.
Here the finest stores in Boston report 64% of
their charge accounts.

Here the Qlobe leads in circulation

You can cover this territory through the Boston
Sunday Globe which here delivers 34,367 more

copies than the next largest Boston Sunday
newspaper. This Globe circulation is concen-
trated in the key territory; it is not scattered
over the thinner outlying population.

And you can back up such a campaign effec-
tively through the daily Globe which exceeds
the Sunday in total circulation in the same
territory.

Such advertising concentrates upon retailers with
real leadership. It reaches population with the highest
buying power in Boston.

It will move merchandise.

National advertising in Boston may
profit by the retailers' example

Certainly Boston department stores know the market
which is their daily study. They know where Boston
buying power is highest, where they can make the most
sales per dollar of cost, where advertising reaches the
most responsive market.

85r, of every dollar spent in the grocery store is spent
by women. Filene's of Boston credit 84' , of their sales
to women purchasers. Note the close parallel in these
figures.

For food products, for drug products, could there be
any stronger evidence of the Globe's businesslike
blanketing of the Boston market than its leadership in
department store lineage?

y y r

TOTAL NET PAID CIRCULATION IS
279,461 Daily 326,532 Sunday tf

September 8, 1926

ADVERTISING AND SELLING

in Boston for the food
manufacturer

In the Area A and B, Boston's Handle Trading Area, are

64 f "c of department store charge accounts 60% of all hardware stores

74 % of all department store package deliveries 57% of all dry goods stores

61 ' , of all grocery stores 55% of all furniture stores

57 r t of all drug stores 46% of all automobile dealers and garages

Here the Sunday Globe delivers 34,367 more copies than the next Boston
Sunday newspaper. The Globe concentrates — 199,392 daily — 176,479 Sunday.

The Boston Globe

CJhe Qlobe sells Boston^

ADVERTISING AND SELLING

September 8, 1926

OVER THE TOP — A WINNER

The SPUR

Leads all publications of the Quality type.

Printed 57% (337805 lines) more advertising than its
nearest competitor during first seven months of 1926.

Increased its advertising lineage 124064 over the same
period of 1925.

(January-July 1926-925188 lines; 1925— 801124 lines)
Readers of The SPUR can afford, demand, and buy the Best.

The SPUR

425 Fifth Avenue, New York City

CHICAGO PARIS LONDON

BOSTON

Advertising & Selling

Volume Seven — Number Ten
September 8, 1926

Everybody's Business 5

Floyd W. Parsons

Financing the Factory by Warehousing the Goods 19
H. A. Haring

What Has Become of Staple Merchandise? 21

Britton Ashbrook

Rooster-Crows and Results 22

Kenneth M. Goode

What Are Disgruntled Users Doing to Your Business ? 23
L. W. Patterson

Christmasitis 25

Steven Gilpatrick

The Fiction Writer in the Copy Room 27

James H. Collins

"Let's Talk About Your Business" 28

The Editorial Page 29

The Importance of Being Earnest About Exporting 30

B. Olney Hough

How One Company Controls Production — Sales —
Buying 32

James M. Campbell

Facts versus Superlatives 36

Holland Hudson

Maintaining Independence for the Sales Promotion
Manager 38

James Parmenter

Getting Action With Wholesalers' Salesmen 40

George Mansfield

The 8-Pt. Page by Odds Bodkins 42

What Makes a Trade-Name Lawful 60

Gilbert H. Montague

In Sharper Focus 70

Carl Gazley

C. H. Rohrbach

E. 0. W. 64

tesy Distribution d Warehousing

PRACTICALLY all industry is
based ultimately upon credit,
in one form or another. Capital
is essential to the modern economic
system; and usually when it is
most needed, it is the hardest to
get. A means of overcoming such
a difficulty is offered in this issue,
which contains the first of several
articles that Mr. H. A. Haring has
written concerning warehousing —
a subject which affects every
manufacturer of anything tangible.
"Financing the Factory by Ware-
housing the Goods" proffers a use-
ful suggestion to the concern which
seeks loans during a dull period,
when the banks are reluctant to
advance more funds.

M. C. R O B B I N S , President

J. H. MOORE, General Manager

Offices: 9 EAST 38TH STREET, NEW YORK

Telephone : Caledonia 9770

New York :
F. K. KRETSCHMAR
CHESTER L. RICE

Chicago :

JUSTIN F. BARBOUR

Peoples Gas Bldg. ; Wabash 4000

Cleveland:

A. E. LINDQUIST

405 Swetland Bldg. ; Superior 1817

New Orleans:

H. H. MARSH

Mandeville, Louisiana

London :

66 and 67 Shoe Lane, E. C. 4

Telephone Holborn 1900

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 Advertising. Advertising News, Selling

Magazine, 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, 1926, By Advertising Fortnightly, Inc.

ADVERTISING AND SELLING

September 8, 1026

A SUMMER MENU OF FOOD CLIENT PRODUCTS

As recommended by Miss Amy Smith
of our Domestic Science Department

,JMenu

Breakfast

Sunsweet Prunes

Shredded Wheat Biscuit

Broiled Beech-Nut Bacon Muffins with California

and Golden State Eggs Diamond Walnuts

Folger's Golden Gate Coffee

with Borden's Condensed Milk

Luncheon

Cream of Tomato Soup — made of Del Monte

Tomato Sauce and Borden's Evaporated Milk

Beech-Nut Prepared Spaghetti

Del Monte Salmon

Hot Corn Bread with Golden State Butter

California Canned Asparagus Salad

Beech-Nut Biscuit Dainties

Del Monte Peaches

Folger's Golden Gate Tea (Iced)

Dinner

Fruit cup of Del Monte "Fruits-for-Salad"

Baked Beech-Nut Ham — Ocean Spray Cranberry Sauce

Buttered Del Monte Spinach — Browned Potatoes

California Blue Diamond Almonds, Salted

Hawaiian Crushed Pineapple Pie (made with Fluffo)

Beech-Nut Coffee with Borden's Condensed Milk

The advertising of each of the branded

products listed in this menu is handled

by the McCann Company

THE H.K.MCCANN COMPANY

\i w vork:

CHICAGO

< II \ II WD
LOS ANGELES

SAN FRANCISCO
MONTREAL

DENVER
TORONTO

SEPTEMBER 8, 1926

Advertising & Selling

FREDERICK C. KENDALL, editor

Contributing Editors: Earnest Elmo Calkins Robert R. Updegraff Marsh K. Powers

Charles Austin Bates Floyd W. Parsons Kenneth M. Goode G. Lynn Sumner

R. Bigelow Lockwood James M. Campbell Frank Hough, cAssociate Editor

Financing the Factory
by Warehousing the Goods

By H. A. Haring

BORROWERS have surprisingly up some collateral or some kind of turers, face the same problem. A

similar experiences with bor- "security that won't burn with the vice-president of a New York bank

rowing. For a time the gen- plant," such as assignment of ac- which is identified with mercantile

eral credit of the company is suffi- counts, warehouse receipts, custom- and jobbing trades made this com-

cient to satisfy the bank. So long as ers' notes and acceptances, and the ment :

loans are but a small proportion of like. "Wholesalers work on close mar-
total assets, no difficulty is encoun- Wholesalers, as well as manufac- gins. They're so narrow that a big

failure of one of their

tered; but as the
heart of the indus-
try's dull season
comes upon the fac-
tory and loans begin
to run high, as they
do every year during
the months of peak
"manufactured goods
inventory," hesitation
enters the banker's
"0. K." With pen
dipped in the ink but
poised in his hand, he
suggests. "We're car-
rying a lot of your
company's paper," or
expresses some simi-
lar uncomf ortable
thought, followed by
a mild inquiry about
having the personal
indorsement of the
company's directors.

While the borrower
stands embarrassed,
the banker is likely
to turn the suggestion
into another form by
asking whether the
company cannot put

LODGED with the warehouseman goods become segre-
i gated from all other merchandise. They are set off by
themselves as a definite, tangible entity possessing many
qualities in law and in fact that enhance their value as bank-
able collateral when a loan is sought during a dull season

customers or a bad
fire in their own lofts
might wipe out the
bank's equity for a
loan. The sensible
thing to do is what I
insist on their do-
ing: separate their
stocks. When one of
our heavy borrowers
( wholesalers ) wants
to finance a big pur-
chase of goods, I
make it a condition
that the shipment be
consigned to a public
warehouseman and
that the receipts come
to our bank."

By such a course
the bank controls the
security. From time
to time, as the owner
needs the goods for
distribution, portions
of the warehoused
stocks are released on
order of the bank to
the warehouseman.
The goods are, how-

ADVERTISING AND SELLING

September 8, 1926

ever, entrusted to a third party, the
warehouseman, who as bailee holds
them in trust. They are beyond
reach of creditors of the owner;
they cannot be attached for judg-
ment ; they cannot be removed or
tampered with by the owner without
written consent of the bank. They
become a perfect security for loans,
segregated from other merchandise
into a distinct lot by themselves and
not merged with other goods or
assets of the borrower.

Nor is any hardship wrought on
the factory or the wholesaler.

Each knows that the addition of
$50,000 of fresh stock to the inven-
tory does not add $50,000 to the own-
er's borowing ability. Manufactured
goods represent to the factory great-
er value than the raw materials
from which they sprang, and yet as
a part of factory inventory they are

not a liquid asset as was the cash
required for their fabrication. The
borrowing power of the manufac-
turer is not appreciably bettered. In
a sense, the factory that makes up
goods much in advance of demand is
merely tying up that much addi-
tional capital.

Yet the same $50,000 of fresh
stock, lodged with a public ware-
houseman, may be hypothecated with
the bank for a loan of two-thirds or
three-fourths of that sum. The iden-
tical goods which, merged in the gen-
eral inventory, are dead value so far
as borrowing is concerned, may be
converted into a valid asset for a
loan by the simple device of storing
them in a warehouse. The reason is
simple: Lodged with the warehouse-
man the lots of goods becomes segre-
gated from all other merchandise. It
is set off by itself as a definite, tan-

gible entity possessing many qual-
ities in law and in fact that enhance
it as a bankable collateral.

This reasoning means little to the
wholesaler or manufacturer. To the
banker it is fundamental. When the
bank makes loans against a lot of
goods in warehouse, it holds as se-
curity a definite quantity of mer-
chandise for which the borrower is
known to have paid $50,000 and
which the bank knows will command
more than that sum at ordinary sell-
ing prices. By controlling the with-
drawal of goods, the bank is in posi-
tion to know just how much of the
security has been distributed; it may
even demand payment on account as
stock is released. The bank knows
for a certainty that the merchandise
will not disappear.

Banking, too, has changed in ten

[CONTINUED ON PAGE 44]

On Criticising Advertising

By O. C. Harn

WE are told that it used to be a favorite
pastime of the philosophers of the middle
ages to debate for hours and days the
stirring question as to how many angels could
stand on the point of a needle. These particular
wise men have passed on and their places have
been taken today by amateur critics of advertis-
ing craftsmanship who spend their time in futile
discussions of non-essentials.

If the practice were confined to the amateurs
and if in them the urge sprang from a spontaneous
interest in the art, perhaps no harm would be
done. It might be a gratifying phenomenon which
the professional advertising practitioner might
study with profit. I fear the truth is, however,
that the pastime has spread from the advertising
classes of schools and clubs where students are
encouraged, even required, to offer criticisms of
given advertisements. Perhaps some of our ad-
vertising periodicals have helped to encourage
the same thing.

Study of the anatomy of advertisements, of
course, is necessary, and criticism of actual ex-
amples is a useful exercise. But the process should
be guided by wise hands lest the young student
acquire wrong idea of values.

Many an advertisement has been voted the best
advertisement of a group when the jurors were
totally incapable of knowing whether it was good
or bad. Similarly the class condemns another
advertisement as bad which may really be excel-
lent.

"Don't you think that advertisement is very
bad?" I am frequently asked. My usual reply is,
"I don'1 know. I am not in possession of the facts

necessary to form a judgment." The reply
usually surprises the questioner. For he sees that
I have eyes, and there the advertisement is before
us for inspection.

In short, most of these criticisms are superficial.
Paragraphs are too short or too long. There is
too much type, not enough picture. The man is
looking out of the page instead of toward the
reading matter, or perhaps an illustration, which
tells a powerful story or wakes an irresistible
suggestion, is condemned because the girl isn't
holding her fork or cigarette properly.

What happens in superficial criticisms of adver-
tisements happens also in the case of whole cam-
paigns.

I know of one advertising campaign which was
condemned by certain critics as everything a series
of advertisements should not be. But they were
wrong. If the critics had known the purpose of
the campaign they would have admitted, I think,
that it could scarcely have been improved upon.

The heart of the matter is that advertising
criticism as an exercise should be so guided by
teachers and lecturers that students will not be
led to look upon the mechanics of their art as the
soul of that art. The mechanics must be taught,
and advertising men should become as skillful as
possible with their pens, types and pictures. Let
them get horns on the heads of the right kind
of cows if possible and avoid sending the smoke
of the steamer east when the wind is evidently
blowing west. But, let them not be misled into
thinking that perfection in all these things makes
good advertisements, or that the lack of them
makes bad ones.

September 8, 1926

ADVERTISING AND SELLING

What Has Become
of Staple Merchandise ?

By Britton Ashbrook

DO you wonder that so many
retail merchants are beginning
to feel a little dizzy? In the
early days of the century retailing
could be conducted on a calm and
orderly plan. Spring, summer, fall
and winter lines were bought months
ahead. Demand was largely predic-
table. The retail virtues were hon-
esty, courtesy, reliability. The virtues
of retail merchandise were integrity
of quality, durability. A clientele
once established stayed established.
Women had their favorite stores,
their favorite clerks. Business was
still personal. Merchants had a fol-
lowing induced by their own per-
sonalities.

In 1899 there were 150,684 pairs

of silk stockings sold. In 1921
American women bought 217,066,-
092 pairs of silk or artificial silk
stockings. In 1900 we ran 13,824
automobiles, while today we run al-
most 17,000,000.

More than fifty per cent of men's
suits were blue serge. In the Ladies'
Home Journal for December, 1899,
we find the following advice to those
who may be contemplating presents
for young ladies:

If tempted to give a gown for office wear
let it be one of brown, black or cravenetted
serge. Of the three colors, black is to be
preferred, on account of the unwritten law
governing the style of dress adopted by the
majority of self-supporting women.

That was the day of "Sunday best"
and "second best," when department
store advertisements of-
fered corsets for 79
cents, ladies' night
gowns for 19 cents,
black taffeta silk for 75
cents a yard and wo-
men's shoes for $1.97!
Today a department
store head reports that
he created a special posi-
tion: that of a man
whose sole work is to
detect "soft spots" in the
store's merchandise, to
keep a weather-eye open

for goods which may be threatening
to go out of style, and to get rid of
them before they lose all their value.
Every large metropolitan department
store maintains a staff of compara-
tive shoppers — feminine detectives
who watch competing styles, com-
peting stocks, competing values.
Staid department store heads are
bowing to the advice of young girls
in their twenties who commute to
and from Paris and act as barom-
eters of style and fashion. Shoe re-
tailers in convention in Boston on
July 7th witnessed a style review
with 150 models.

All retail merchandise threatens
to become style merchandise. All re-
tailing threatens to take on a Monte
Carlo flavor but with the odds
against the house.

Style is exerting its influence in
strange places. Pipes have become
style merchandise. Certain cigaret-
tes are "swank" and others are not.
Butter is taboo at really smart
dinner parties. Society leaders, who
set styles, prefer — the advertise-
ments tell us — only certain cold
creams — vanishing creams — and
ginger ales. Automobiles are sold
as much by body design as by engine
design. A famous decorator creates
[continued on page 58]

THE old fashioned Sun-
day dinner is out of
style; and it i«i iiit one of
manv once stanfuafd' institu-
tions which have gone be-
fore the onrush of the new
tempo. Formerly what the
Continent did one year the
"sporty" Americans did the
following year. Now, what
the Lido did yesterday,
everybody will do tomorrow
and will require entirely
new wardrobes to do it with.
Many retail merchants
are feeling a trifle dizzy

ADVERTISING AND SELLING

September 8, 1926

Rooster-Crows and Results

Advertising to Please Ourselves Cannot Be Expected to Bring Profits

By Kenneth M. Goode

JHE reasons for war."
said some philosopher,
"are superficial. The
causes of war are profound."
Few advertising campaigns,
unfortunately, have causes
profound enough to prevent
their being thrown overboard
at the first cloud on the finan-
cial horizon. And, honestly
analyzed, the reasons for al-
most any single unit in even
these few campaigns will be
found superficial almost be-
yond belief.

Professional advertisers can-
not control this frivolity any =
more than doctors can decline
wealthy hypochondriacs or lawyei's
avoid spite litigation. But to his
doctor or lawyer, if to nobody else,
every intelligent man tells the truth.
So should every man, before spend-
ing money advertising, dig deep into
his conscience for his real motive,
and also estimate, in advance, exact-
ly what he expects from each dollar.
He need tell nobody his guess. He
should by no means quit advertising
if he falls short. For the sake of his
soul and his business, however, he
should never draw a check for ad-
vertising without a reasonably close
calculation as to when and how he is
going to get that money itself, or at
least the interest on his investment.
He may prefer repayment in a more
intangible advantage. But, even so,
he owes himself, his business, and
the advancement of advertising the
ordinary business decency of a clear
decision as to exactly what he buys
in advertising with every dollar any
other department might advantage-
ously spend elsewhere. And to Amer-
ican industry generally he owes the
precaution that his dollar should
make no part of Hoover's "enormous
waste expenditure."

Long ago I asked a newspaper
man why he used valuable space for
the good old comparison of agate
lines with other newspapers. Appar-
ently he merely followed custom;
reasons came slow. "Oh," he said
finally, "it stirs up our competitors!"
There spoke Sam Hecht, honest man
and shrewd rule-of-thumb analyst.

has

Editor's Note

HE following article is part of a chapter
from a book on advertising written by
Kenneth M. Goode, contributing editor of
Advertising and Selling, in collaboration with
Harford Powel, Jr. The title is: "Now We Can
Be Sold"; with the sub-title: "An Encouraging
Book for Discouraged Advertisers." It will be
published about the first of the year by Harper
and Brothers, New York. We publish it
through their courtesy and in forthcoming is-
sues will carry other chapters.

Frankly he recognized the Rooster-
Crow, the second strongest, perhaps,
of all advertising motives.

HAT'S the most interesting
thing anyone can find in any
photograph?" once asked a noted
psychologist of his college class-
room. "Your own likeness," he told
them after an hour's wide discussion.
The class agreed. "The whole world,"
observed a great editor making the
same point, "is divided into two
parts: those who want to get into
print and those who want to keep out
of it." The urge to see ourselves in
print is universal. It is powerful be-
yond ordinary calculation. So power-
ful, indeed, that the chief anxiety of
those not thus distinguished them-
selves, is to become closely connected
with someone who is. Next to
parading in the public eye yourself,
the greatest "kick" comes from see-
ing in print some friend or ac-
quaintance. This is peculiarly true
of business connections. Employees
dislike working for an unknown con-
cern, just as they dislike living in an
unknown suburb or driving an un-
known car. To officers and stock-
holders, of course, the fame of their
company is a distinct financial asset.
These facts, not infrequently, lead to
expensive institutional advertising,
theoretically for the good of the com-
pany, but actually to gratify the in-
dividuals at its head.

When this vanity advertising is
really independent ami aggressive it

distinct merits, much the
same as a Sunday silk hat.
Unfortunately, fear of stay-
ing out of advertising is often
more potent than faith in go-
ing in. Too many advertise as
they subscribe to the Christ-
mas Fund; they ask what the
others are doing, and put
themselves down for about the
same amount. This, unfortu-
nately, accounts for the pains
each man takes to have his
advertisement not too differ-
ent from his competitor's.
Vanity advertising ought to
— keep the courage of its con-
victions. Unspoiled original-
ity and an honestly personal message
might do much to redeem pages now
wasted on obvious efforts to achieve
an "advertisement." Whatever may
be its practical results, the "spread"
between the pleasure of seeing our
own advertisements alongside our
competitor's and the discomfort of
seeing our competitor's in print
without us is unquestionably the
most powerful advertising motive.

These three motives: Rooster-
Crow, See-Ourselves-in-Print, and
Go-with-the-Gang, though seldom
recognized and less often admitted
are, let us say again and again, al-
ways sufficient causes and often suffi-
cient reason for advertising. The
effect of preparing this advertising,
and sometimes the advertising itself,
often does good. Where costs are
kept low it can do no harm. The only
reservation is that this advertising,
as such, should not be taken too seri-
ously commercially.

UR conversation about
affairs seldoieirU"ouses

our own
intense

enthusiasm even among our best
friends. Advertising written in the
same spirit can hardly count on more
cordial consideration. Therefore, ad-
vertising to please ourselves cannot
reasonably be expected also to bring
in business profits. Any piece of copy
that thoroughly satisfies two or three
heads of a business has already ac-
complished much. It is entitled to
rest on its laurels.

Some honest advertiser may, with

[CONTINUED ON PAGE 62]

September S, 1926

ADVERTISING AND SELLING

What Are Disgruntled Users
Doing To Your Business?

By L. W. Patterson

IN the manufacturing of mer-
chandise every effort is made to
correct defects. Probably all ar-
ticles that are finally marketed have
been subjected to practical tests by
users as a supplement to laboratory
methods; for, to quote the experi-
ence of a maker of electric refriger-
ators, "laboratory performance is
one thing; kitchen performance is
quite another; and the kitchen
counts."

After, however, the product is
launched, and after success has re-
paid those who foresaw the need for
it, a curious blindness sometimes
creeps into the selling and advertis-
ing. "Any man," ran the lines of
our school-boy Cicero, "may commit
a mistake, but none but a fool will
continue it." Yet the early sales for
a product do, at times, promise so
well that inherent defects get over-
looked, for the reason that volume of
sales screens the equally growing
volume of dissatisfied
users until, with a
suddenness that bank-
rupts the concern,
the curve of returned
merchandise climbs
above all other
curves.

From coast to
coast, from automo-
bile seat or Pullman
window may be seen
a glaring illustration
of just this experi-
ence. Ten or twelve
years ago the Akron
rubber giants num-
bered one whose name
is today but a mem-
ory. The name has
disappeared entirely
from dealers' lists,
from the commercial
registers, from the
billboards — of which
it was a pioneer user.
But not from farm-
ers' barns, that first
field for the bill-
poster in those days
when "free painting
of your barn" bought

space without cost for renewal so
long as good paint would endure.
For the tire in question, those orange
signs on a background of black, are
silent reminders of a disaster which
came, principally, because the man-
agement turned a deaf ear to "dis-
gruntled users."

For several years prosperity ruled.
The company had ambitions to be-
come one of the four or five rubber
kingdoms. The ambitions of the
management, fortified by the hand-
some earnings of a few years, were
not for one moment dampened by
an oncoming fog of complaints — a
volume of them so huge that in 1926
anyone can discern the facts, but yet
at the time so obscured by the daily
business grind that the company
itself failed to see them in 1914-
1916.

A stockholder questioned the "al-
lowances" that featured heavily in
costs. At another time he was

THE president of one of our railroads stated that no problem
is further from solution than the one of computing the
business bis company loses. In the vacation crowd, in the shop-
ping crowd, in every personal relationship there is bound to
be a certain amount of dissatisfaction. The disgruntled user is
difficult to trace, but he is a potential snag for every enterprise

troubled by the ratio of dealer mor-
tality. But all was easily explained
away by reference to the troubles
of competitors, to the newness of
making "cord tires," and the like.
Finally, in irritation at this stock-
holder's insistent criticism, "inside
interests" silenced him by purchase
of his shares which were, incident-
ally, the largest individual holdings
in the concern.

Then, out of clear sky, bank-
ruptcy came. The company was
ruined, by — among, of course, other
causes — the accumulated howls from
disgruntled customers; and, during
the succeeding years of interim
operation, the assets were absorbed;
not for distribution to owners of
the stock but for "allowances" to
ultimate purchasers, forced from
the tottering treasury by dealers
who refused to settle accounts un-
less protected for those allowances.
Whenever, therefore, "Portage
Tires," in letters of
orange upon a back-
ground of black
flashes before your
eye, remember that
black has ever an
ominous look. Any
concern that pays no
heed to its disgrun-
tled users may, in its
turn, need the appro-
priate color of mourn-
ing.

Within a year, the
president of one of
our greatest railroads
made the keen ob-
servation :

"No problem in
railroad management
is further from solu-
tion than the one of
computing the busi-
ness we lose. A pert
reply by a forty-dollar
clerk may cost us
fifty thousand dollars
in freight; the mix-
up between standard
and daylight time
drives unknown pa-
trons to buses. No

\r>YERTISl\<; AND SELLING

September 8. lc26

railroad has any method of knowing
what traffic they lose or why they
lose it. If we could learn the 'why'
we might correct some of our short-
comings.

"The hardest side of the situation
is that, in the nature of railroading,
customers of importance must be
handled by hirelings; and we oper-
ating officers are so worn by the
bigger problems that we never hear
of the causes of dislike. I have a
belief that a lot of hostility to the
railroads had its origin in petty
irritations."

There you have it again — dis-
gruntled users.

Or it may come to the surface in
another manner. In New York
State is a certain inn, rather well

known, which at one time enjoyed a
distinct patronage of English-born
persons. Imperceptibly, complaints
began to arise about the dining
room. So indefinite were the mut-
terings, in fact, that the manage-
ment was scaively aware that dis-
satisfaction was rife, until the
crash had come and a new manage-
ment took hold.

In relating the experience, after-
wards, the owner-manager recounted
that patrons would ask for a second
pot of tea. Occasionally one would
bluster at the waitress about the
poor tea. To all these grievances,
the management protested that only
the best English tea was used, for
which statement evidence was at
hand in the individual tea balls.

"You always have to do some ex-
plaining," declared the ex-manager,
"in a dining room ; and I took it as
a part of the job." Gradually, how-
ever, patronage fell off. In "ex-
planations" the owner had uncon-
sciously made excuses to himself.
He had not investigated his tea ail-
ments. He had, in other words,
taken the complaints to be pestifer-
ous, petty things, whereas they were
the dull mutterings of a real failure
to run a good restaurant. This fact
was ferreted out by the succeeding
owner, who declares the whole trou-
ble to have been:

"The dish washers did it all. They

washed the individual tea-pots in

dish water. No good restaurant

[continued on page 74]

Who Will Sell Plumbing
Tomorrow?

WILL plumbing materials be
sold by the manufacturer di-
rect to the public? Will the
jobber enter the contracting field and
sell and install all classes of ma-
terials? Will the master plumber be
forced into the same position as the
carpenter, the bricklayer and the
painter? Who will do service and
repair work? Will the master
plumber be forced out of the mer-
chandising field, or will he enter it
more aggressively?

Leaders among the master
plumbers, jobbers and manufacturers
are looking to the future of the in-
dustry in the light of developments in
recent years. Few plumbers would
be willing to see their business slip
into the plane of other building
trades, where the workman sells only
his labor and has no control of ma
terials or supplies. Yet authorities
in the plumbing industry predict
that such a situation is rapidly ap-
proaching.

With normal production and a
normal number of retail outlets there
was a regular system of distribution
in the industry. Goods were sold by
the manufacturer through a sales-
man or representative to the jobber,
by him to the plumber and by the
plumber to the public.

With present conditions of greatly
increased production and multiplied
retail outlets, abnormal competition
has entered. There can now be found

Reprinted with n frnm the West-

every conceivable system of market-
ing in the plumbing industry.

Manufacturers, with a tremendous
invested capital, a name established
through extensive advertising and a
growing output must look for the
sales channel that promises the most
rapid and profitable returns. This
may be through the jobber and the
master plumber. If sales through
this channel are not satisfactory, di-
rect factory branches may be estab-
lished to sell to the public.

Competition among the wholesale
supply houses may bring about great
wholesale-contracting organizations.
The jobbers are now selling direct
to many organizations. It is com-
mon knowledge that retail outlets are
maintained by some companies.

TOMORROW may see a few great
contracting companies where
there exist many master plumbers to-
day. These firms would sell and in-
stall plumbing and heating, buying
direct from manufacturers, maintain
repair and service departments and
have a corps of salesmen working
from elaborate showrooms.

Already the master plumber has
lost control of many profitable lines
of merchandise that should go
through the channels of tin's busi-
ness. Klectrieal appliances, water
heaters, refrigerators, oil burners,
bathroom accessories, furnaces,
cabinets and trimmings are now sold
on the open market to the general
public. In most cases the plumber

has lost even the installation job.
Manufacturers of these lines recog-
nize the advantages of selling
through other channels, or of selling
direct, installing and servicing their
own products and eliminating one
step in distribution.

Why are the oil companies in the
business of retailing gasoline? Be-
cause the independent retailer did
not supply a great enough volume of
business. The same reason accounts
for the chain grocery store and the
chain drug store.

When a man builds a house he
may buy his lumber himself and hire
a carpenter, the hardware is seldom
purchased through the man who puts
it into the building, brick is not sold
and controlled by masons, roofing is
on sale at any building material com-
pany. Only in the plumbing industry
does the builder go to the artisan
for his materials, as well as for the
labor of installation.

That plumbing will be sold direct
to the public or through large firms.
now in the plumbing or jobbing busi-
ness, with the workmen to install the
materials, is not a wild dream. That
the small plumber, without working
capital to compete with the jobbing
companies or manufacturers, will be
eliminated or forced into a new sys-
tem of merchandising does not seem
unlikely if such conditions result.
Men who look to the future of the in-
dustry do not hesitate to state that
indications point to radical changes
in the business.

Septen^bi'r 5, 1026

ADVERTISING AND SELLING

Cliristmasitis

Christmas Comes But Once a Year But When It Comes
It Brings on an Attack of Frenzied Copy

By Steven Gilpatrick

WAS the night
before Christmas
and T h om a s
Fondhusband b e a m-
ingly descended the
stairs to the hall,
where a Christmas tree
waited in spangled
glory-

And well might he
beam with delight and
anticipation!

Wasn't he carrying
in his arms a lusty
burden gleaming in
white tissue and scarlet
ribbons, t o m o rrow's
gift to the lovely lady
who graced his home
and shared his name?

Already he could pic-
ture the loving grati-
tude which would add
radiance to her starry
eyes as, with quick ex-
pectancy, she tore away
the wrappings and
came upon the. gift be-
neath.

There could be no
question as to her ap-
preciation.

Hadn't he searched through the
pages of her favorite periodical for
suggestions and guidance, and hadn't
he found just the nicest present il-
lustrated and described in the Christ-
mas number?

"Beautifully enameled in white,
French gray or delft," the adver-
tisement had read, and he had
selected the delft as reflecting the
azure of her eyes.

Ah, but he was glad that he had
noted that headline — "Special Xmas
Offer" and had sent for this "odor-
proof, 2-gallon pantry pail" which
would mean "no more open garbage
or rubbish in the kitchen."

Yes, dear reader, as you have
rightly assumed, Mr. Thomas Fond-
husband is a creature of pure fic-
tion, but the suggestion of a garbage
pail as a Christmas gift you will find,
if you care to look it up, in the De-
cember, 1925, issue of one of our
foremost feminine magazines. That

much of the above story is actual,
all-wool, taken-from-life fact.

I wonder how many gross of the
advertiser's garbage pails were ac-
tually used as Christmas gifts last
year ?

It's all very well, of course, to try
to make advertising timely whenever
a logical opportunity presents itself,
and it's also perfectly legitimate to
utilize any reasonable merchandising
stratagem in the effort to move
goods, but, frankly, hasn't the time
come for advertisers to show a little
pity for the brutally overworked
Christmas gift theme?

ISN'T there a point beyond which
the "give my goods as Christmas
gifts" motif becomes a vulgar and
avaricious burlesque and an affront
to the spirit of the occasion?

Doesn't it put advertising in the
light of being something which can
be prostituted to the most deplorably
sordid efforts to rake in an extra

puny nickel or dime?
Doesn't it mark the
men and women of the
advertising world as
being lacking in dig-
nity, in pride of craft
— yes, even in a saving
sense of humor and
proportion?

And, finally, do such
exhibitions make the
public respect and
grow more responsive
to all advertising?

These thoughts are
not self-born.

Three separate indi-
viduals within my per-
sonal circle of ac-
quaintanceship took oc-
casion, last December
to comment on the
blatant absurdity of
various Christmas ad-
vertisements which had
provoked either their
risibilities or their re-
sentment. Assume that
my acquaintanceship is
fairly typical of maga-
zine readers as a class,
and, by the law of averages, you can
easily calculate that last year's
Christmas season advertising in-
spired from one million to several
million adverse comments.

That isn't helping advertising.
The garbage pail advertisement
was clipped out and saved for me
by a feminine critic.

A second, also feminine, ironically
praised the thoughtfulness of an ad-
vertiser who suggested that one of
his kitchen brooms would be a fitting
and appreciated gift.

The two comments just mentioned
certainly indicate that the fair sex
resents the suggestion that Christ-
mas should be utilized to supply
homekeepers with the utilitarian
tools and equipment necessary to a
home's routine. For that reason I
am curious as to the results obtained
by an advertiser who used color-
pages to suggest a weighted polish-
ing brush, with accessories, as a
Christmas gift.

[CONTINUED ON PAGE 82]

ADVERTISING AND SELLING

September 8, /'':'»

When Seconds Count 100 Years to a Day

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Do you ever have moments of doubt concerning health and tin* future? Very probably — as a normal,
healthy being — you do. Bui also, like everybody else, the chances art- thai yon drift along convinced
thai llir M-rious ueeident? and troubles happen only to the other fellow. Tins series put out by the
Metropolitan Life uoBurance Company offers to the 1 terate thai jolt which may arouse them from foolish
complacency; and it include- advice that is as sound and arresting as the copy and illustrations

September 8, 1926

ADVERTISING AND SELLING

The Fiction Writer in the
Copy Room

By James H. Collins

SOME years ago John Cotton
Dana told me that magazine
covers are regularly put away
in his permanent files, especially the
covers from "a well-known national
weekly."

Mr. Dana is himself well-known as
the librarian who first saw that busi-
ness men needed printed information
about their work, and undertook to
serve them with technical books and
material from business publications.
One of his branches of the Newark
Free Library is devoted to business
service.

Magazine covers will grow more
and more interesting as the years
go by," he says, because their every-
day characters and familiar incidents
furnish a wonderful record of Ameri-
can life. In a little while, as we
change, they will give us a faithful
account of what we were today ; how
we looked, what we wore, our tools,
playthings, pleasures, difficulties.
They will be the country's old family
album."

Now, magazine covers are adver-
tisements— posters designed to at-
tract attention on the news-stands
and sell the magazine.

Magazine covers are also short
stories — skilfully wrought fiction
appealing to that great public which
is so much the concern of the literary
man and the advertising man.

On the news-stands lie the differ-
ent magazines, each with its cover.
Millions of people pass, as along a
great street, and select reading mat-
ter by the interest of the covers as
much as by habit. A good cover will
switch them from one periodical to
another.

When the magazine is opened it,
too, is like a street through which
throngs of people are passing. In
the case of "a well-known national
magazine" the crowd probably num-
bers eight or ten million persons each
week; just ordinary people, such as
you see in any city or village street.
Along this imaginary street, inside
the magazine, are various shops in
which the authors display their
wares. The big shop on the prin-
cipal corner offers a timely article

or a gripping serial. Everybody will
pause there, and most people will
go in. Other shops serve politics, ad-
venture or confessions. Madame El-
sinore has a piquant new line of sex
goods. Slango, the humorist, does
sleight-of-hand tricks with the Amer-
ican language. Sandwiched in be-
tween are smaller shops appealing
to the passing throng with more
solid but less showy information:
how to save and invest money, how
to get a job, run a business, feed a
husband, go to Europe.

Each author is a merchant, and by
the sheer appeal of his wares gets the
lease of a shop on this imaginary
street that week, or month. If he
is a popular novelist or an explorer
who has just discovered the North
Pole again, the people come in
eagerly. But most of these literary
merchants must attract the public by
window display, and pull the people
in with enticing introductions, and
teasing titles. It is necessary to be
out on the sidewalk, like an old-time
Baxter Street clothier, if you deal
only in useful information. To get
people in is the literary man's prob-
lem.

IT is also the advertising writer's
problem, with the added handicap
that the latter must catch people on
the way from shop to shop, and talk
to them about things they may want
to forget. "How about spending
noney for my merchandise?" he must
suggest, while their minds are set
on entertainment. His space is more
limited than that allowed the author,
though he does enjoy certain advan-
tages over the literary man. He can
use display type and his own kind of
pictures; and sometimes he has the
assistance of color, where the author
is restricted to the common text type,
and has been deprived of aids like
italics.

Both the literary man and the
advertising writer understand why
people pour through this imaginary
street, and in fiction and advertising
the methods of catching and holding
their attention are so strikingly
alike, in some respects, that each

might learn effective technique from
the other.

The people are seeking escape from
themselves. They have been shut
all day in factories and offices, in
household work and the routine
chores of everyday existence. They
want to live in a more exciting
world. For their diversion the
author invents or selects characters,
puts them through interesting ex-
periences, and makes a story. If he
does it superlatively well, his charac-
ters may be more alive than any in
actual life. "Falstaff" is more real
than anybody who lived in England
in his day.

TO hold the customers a moment,
while he talks about merchan-
dise, the advertising writer often
makes a story, with characters
saying and doing things.

Lately, one of the magazines has
been publishing "short" short stories,
of a thousand words or less, in the
belief that ordinary short stories
have grown too long. The advertis-
ing writer who uses fiction methods
has been creating these short short
stories for several years. His story
entitled "How About Spending Some
Money?" interrupts the reader who
is following the trail of a long short
story into the back pages of the
magazine, and steals attention so
cleverly that there arises the ques-
tion: Who is the best story-teller —
the fiction man or the advertising
man? Many successful authors,
knowing the conditions, frankly
admire the advertising man's work.
He is not the best story writer, per-
haps. But he is often the best inci-
dent artist. Turn the magazine
pages at the point where Gladys is
yawning, and trying to decide
whether to wear the blue bombazine
or have cabbage for dinner. Right
there, at that breathless moment in
the fiction writer's story, you meet
a fire chief, at a fire, with something
to say to you. You know he is going
to talk only about automatic sprink-
lers or asbestos shingles, but he
starts off like a good story, and you
stop to listen.

[CONTINUED ON PAGE 52]

ADVERTISING AND SELLING

September 8, 1926

Lets Talk About Your Business

A Series of Booklets for Retailers That Strikes a New Note

HOW shall a manufacturer talk
in print to the retail mer-
chants upon whom his pros-
perity depends?

Shall he exhort them? Appeal to
them? Preach to them? Flatter
them? Or what? Is there a sure
way of hitting that elusive target,
the great American dealer?

To one before whom in his daily
work flows an endless stream of com-
munications to "the trade" it some-
times seems as if the years spent in
dissecting the "dealer mind'" and ex-
ploring "dealer psychology" have
brought shockingly meagre results.

Circus type, ballyhoo, and ani-
mated cash registers dancing a jig
to the bing-bing-bing of the inev-
itable bell are still regarded as sure-
fire stuff. Manufacturers still mount
the stump and orate about the colos-
sal virtues of Our Business and Us,
trusting in their ability to flatten the
retailer with the heavy artillery of
trade dominance and what We are
doing for You.

Is the grandiose style effective?
It may be heretical to say so, but we
have our doubts. We have a sneak-
ing notion that the average dealer
who receives a booklet, folder or

Bargains and Orphans

{The conversations quoted in this booklet
are based on interviews with the men in charge
of radio in three nationally known stores.)

Many times in the last three or four years
you have opened up your newspaper
to find a big advertisement of a special radio
sale. Sometimes the featured models have
had the name of a more or less well-known
maker — not Atwater Kent. Sometimes they
have had a strange name, and you said to
yourself:

" They've had those sets made up for them
by some one and have tacked on that fancy
name. Next week they will call their sale
models something else."

And you have probably wondered how
the store came out with sales of this kind.

broadside of this type sighs, as he
drops it into the nearest receptacle,
"Another one of those things," and
goes on thinking about his business.

However, once in a blue moon
there comes along a batch of litera-
ture of another color. We have one
before us now. It is a series of six
pocket-size booklets prepared for its
retailers by the Atwater Kent Manu-
facturing Company. It appears to
have been written on the theory that
this company, in the course of its
business, has gathered from the sales
field a number of facts and sugges-
tions which the whole mass of radio
dealers might like to know about.

Mr. Kent seems to have assumed
that for the time being the retail
merchants knew all they needed to
know about the Atwater Kent Man-
ufacturing Company but that they
might appreciate a few hints for in-

Atwatir Kent Mawmcturixg Co,

A AlMMttrtUiil. President

OOOWISSAHJCKONAVt. ■ PHN.ADbI.PinA.lM.

-( 1 )-

A]H )\ K is reproduced a cover
and, on each side, a sample
page from this r e I reshing] y
original series <>l pamphlets "to
the trade." The typography and
illustrations deserve attention.

creasing their sales — hints not picked
out of the air but drawn from the
experience of successful radio mer-
chants out on the firing line. And
the possibility that this information
might increase the sales of other
makes of radio as well as his own—
for the number of dealers who han-
dle only one make is very small —
seems to have worried him not at all.

But what we started to talk about
was not the broad vision evinced by
the disinterestedness of these book-
lets, but the booklets themselves. ,

They are by-products of the At-
water Kent Manufacturing Com-
pany's national radio survey. In
order to get a picture of radio as it
stands in 1926, the company sent
out eighty-six investigators. They
travelled nearly 50,000 miles in the
United States and Canada and had
personal interviews with 1083 retail
merchants, thirty-seven wholesale
distributors and 3672 owners and
non-owners of radio sets.

The general title of the series of

booklets is: "Let's Talk About Your

Business." The style is colloquial —

[continued on page 75]

chant sold more Atwater Kent Radio, by
far, than any one else in town. He spends
money in displaying his business to the
public, and finds it pays.

Let's jump to anothercity in anotherpart
of the country — a larger city.

Here a reporter's eye was caught by the
simplicity of a certain window. The only
merchandise shown was an Atwater Kent
Receiving Set and its companion Radio
Speaker. Two vases of flowers, a velours
background and one placard reading, "It's

-of. 5 >«-

THE ♦ EDITORIAL • PAGE

Modern Branding Science

THE other day the California walnut growers or-
dered 125 more of a truly modern machine. It
automatically puts the "Diamond" trademark on the
shells of the walnuts that grade up to the standards
required. Thus we will now soon be eating one more
article which is trademarked and which even 10 years
ago few people would have dared to think would some
day be a branded, packaged article. Today eggs, vege-
tables, apples, grapefruit, even potatoes and oysters are
branded — not a carton, but each individual unit. It is
now apparently the turn of the lowly prune.

The branding progress in 15 years has been tremen-
dous. It has reached fields always held to be palpably
unsuited for branding — women's dresses, vegetables,
fruits and fish. We have become so used to achieve-
ments in this direction that we should probably not
turn a hair if we heard that anthracite coal lumps, each
individually, were now to be branded!

e^s

Price Loses to Quality

BEFORE the national convention of the Home Eco-
nomics Association Convention recently there were
presented results of an investigation as to consumer
methods of buying fabrics. It was found that price was
a poor indicator of quality. In fact, many other sur-
prising things were found : For instance, that compared
with actual laboratory tests made of the goods, both
the consumer and the salesperson's judgment of ma-
terials was exceedingly faulty. It was also found that
advertising of textiles was exceedingly sketchy and in-
definite in statement, and a poor guide for the purchase
of textiles.

Advertising men who have given some thought to the
textile industry have long maintained that a scandal-
ously confusing condition obtains among retailers and
consumers. The public has few trademarks to go by
and has no means of knowing technically the real qual-
ity of a material, or even its dye standards or wash-
ability. Ambiguous terms and statements abound, and
even the intelligent woman buyer has the greatest diffi-
culty in buying quality.

The doldrums in which both cotton and wool makers
find themselves, even the uncertainties which have
cropped out in the rayon and silk fields, are largely due
to the failing in precise, identifiable standards and con-
sumer education and protection. This new investiga-
tion proves it.

The Aristocratic Prune

IT is not enough that the prune now is cartoned, in-
stead of being doled out with the grocer's dirty
fingers out of a wooden case. The new pronouncement
is that the prune grocers will guarantee to the dealer
all cartons against spoilage. Few other food articles
are so guaranteed.

What is more, the Sunsweet California Prune is to

be advertised this winter very aggressively. Forty-six
cities will have newspaper advertising, 233 cities bill-
board and 93 cities car card advertising.

The "humble" prune — in spite of the fact that nearly
200,000 tons are still consumed by institutions, asylums,
hospitals, camps, boarding houses, etc. — which consti-
tute the largest single market — is today yielding nothing
to the other table delicacies. The prune is popular and
enjoys an enormous volume of sale. The reason is not
far to seek — the prune is merchandised and advertised
with up-to-date skill; while such old-time family table
"stand-bys" as lentils codfish, hominy, etc., are neg-
lected, though possessing plenty of intrinsic merit.

Tricky Advertisements

AT the recent convention of the National Association
l of Direct Selling Companies, one major subject
for discussion was the matter of what was termed
"tricky ads." Offers of a "free automobile" or a "free
suit of clothes" have characterized much of the copy
used by such concerns in their effort to secure salesmen,
but within the association a feeling is gaining that it is
futile promise much more than the average inexperi-
enced salesman can earn.

The tricky advertisement will not disappear imme-
diately, but in time it is bound to succumb to its own
trickiness.

British Government Sales Advertising

ACCUSTOMED as we are in the United States to
regard this country as at the top in advertising
ingenuity, utilizing every possible space for advertis-
ing, it comes rather as a shock to learn that Europe is
applying ideas which would make us gasp. France is
selling advertising space on its letter boxes, and now
England is putting into effect the scheme of incorporat-
ing private advertisements on the post office's date
stamps on letters. In England your lady love may re-
ceive billet doux from you with the words stamped
on it by the British Government: "Use Beecham's Pills."

To do England justice, the most dignified advertisers
are protesting. Harrod's, the best London department
store, points out that under this scheme the result may
often be that the firm's carefully planned and expensive
circular may reach the customer's hands stamped with
the advertising of a competitor. A folder urgently ad-
vising you against drinking coffee, and offering a new
coffee substitute, might have put on it a stamp by the
official action of the government, containing an adver-
tisement for coffee!

Of course, the explanation of the unique idea of the
government selling advertising space — entirely new to
this country — originates in the great need of European
Governments for cash. Nevertheless, it raises a number
of very interesting questions when the Government
comes to selling advertising space ; questions which
must inevitably lead to sharp controversies and queer
situations.

fe=

ADVERTISING AND SELLING

September 8, 1926

The Importance of Being Earnest

About Exporting

By B. Olney Hough

"ANY manufacturers have
been engaged in exporting

.their products for years.
Many others begin to think about
such a project with each new year.
Consider the following stories as ad-
dressed to the latter class. They are
more than tales that adorn; they
point a moral: that intelligent con-
sideration of conditions, comprehen-
sion and understanding of prospects
and possibilities, as well as of handi-
caps and obstacles, must be backed
by seriousness of purpose. That man
does ill by himself and ill by his
fellow Americans who just "guesses
he'll take a shot at" exporting.
Scores of such men have lost money
solely because they never were
earnest in their thoughts and plans
for export business.

Any manufacturer successful here
may also succeed in other countries.
Every sort of goods made in the
United States can be sold in some, if
not in all, other countries. But suc-
cess abroad is not a ripe, juicy fruit
hanging low from every branch in
each orchard ready to fall into the
basket. The manufacturer who
wishes success in exporting must
hunt the fruit seriously. He must
bend the branch within his grasp,
and must not expect the fruit to fall
of itself. He must pick it and handle
it tenderly, wrap it up carefully and

stow it away scientifically lest it be
bruised and spoiled. Ignorance and
indifference will ruin export pros-
pects just as they will and do ruin
domestic business.

Now for a few stories which may
amuse while they help to illustrate
the importance of being earnest
about exporting.

Mexico, thought the president of a
nationally known American company
a few years ago, looks to me as
though it might be a good market
for our product. He had an investi-
gation made and decided that there
was no good reason why it should
not be a good market. Four years
ago his company spent $6,000 in pro-
motion work in Mexico. That year
its sales amounted to $3,000. *The
next year, its second in Mexico, it
spent $8,000 and sold $5,-
000. The third year,
1925, its expendi-

ture in promotion work was $16,000;
its sales, $25,000. In three years it
had spent $30,000 to secure a total of
$33,000 worth of business. Dis-
couraged? Not at all. The company
positively knew that a market existed
for its product in Mexico, and it
meant to get that market. This year,
spending about the same promotion
money as last year, sales have
trebled, quadrupled, quintupled. That
company is in earnest about its ex-
port trade. There exist manufac-
turers who are not.

Some people, apparently, consider
that the connection of their names
with the mere phrase "foreign trade"
identifies them as big, public spirited
citizens, that it gives them a kind
of cachet of distinction. Take, for
example, the program of a recent
foreign trade conven-
[CONTINUED
ON PAGE 48]

THERE was an exporting com-
pany that kepi steadil) after
its Mexican markets in the face of
apparently discouraging returns.
Its sales are now quintupled. An
American firm bought a mill in
Egypl in oriler to Bel] oil and it
did. In exporting there is no
place for the dillelante. Nothing
lint earnest application will do

September o, 1926

ADVERTISING AND SELLING

Bruce Barton-

Roy S. DURSTINE

Alex F. Osborn

Barton.Durstine % Osborn

INCORPORATED

CLy7N advertising agency of about one
hundred and ninety people among whom are
these account executives and department heads

Mary L. Alexander
Joseph Alger
John D. Anderson
Kenneth Andrews
J. A. Archbaldjr.
R.P.Bagg
W.R.Baker, jr.

F. T. Baldwin
Bruce Barton
Robert Barton
Carl Burger
H. G. Canda

A. D. Chiquoine, jr.
Margaret Crane
Thoreau Cronyn

J. Davis Danforth
Webster David
C. L. Davis
Rowland Davis
Ernest Donohue

B. C. Duffy
Roy S. Durstine
Harriet Elias
George O. Everett

G. G. Flory

K. D. Frankenstein
R. C. Gellert
B. E. Giffen
Geo. F. Gouge
Gilson B. Gray
E. Dorothy Greig
Mabel P. Hanford
Chester E. Hanng

F. W. Hatch
Boynton Hay ward
Roland Hmtermeister
P. M. Hollister
F. G. Hubbard
Matthew Hufnagel
Gustave E. Hult
S. P. Irvin
Charles D. Kaiser
R. N. King

D. P. Kingston
A. D. Lehmann
Charles J. Lumb
Wm. C. Magee
Carolyn T. March
Elmer Mason
Frank J. McCullough
Frank W. McGuirk
Allyn B. Mclntire .

E. J. McLaughlin
Walter G. Miller
Alex F. Osborn
Leslie S. Pearl

T. Arnold Rau
Paul J. Senft
Irene Smith
J. Burton Stevens
William M. Strong
A. A. Trenchard
Charles Wadsworth
D. B. Wheeler
George W. Winter
C. S. Woolley
J. H. Wright

NEW YORK

J83 MADISON AVENUE

BOSTON
30 NEWBURY STREET

Member American Association of Advertising Agencies

Member Audit Bureau of Circulations

Member Rational Outdoor Advertising Bureau

BUFFALO

220 DELAWARE AVENUE

ADVERTISING AND SELLING

September 8, 1920

How One Company Controls
Production— Sales— Buying

By James M. Campbell

IF every factory in the United
States were operated at capa-
city, production of manufac-
tured goods would be about twice
what it is.

In other words, we have nearly
twice as many factories as are
needed to satisfy consumptive de-
mand.

For this, the War is responsible.
To supply our own needs, as well as
those of the "allied and associated"
powers, hundreds of new factories
were built and a large percentage of
existing factories enlarged. With
this result: Factory owners, as a
class, find themselves possessed of
equipment which is producing only
about half or two-thirds as much
as it could — and would — produce if
buying power were greater.

Such a condition could be accept-
ed with equanimity, as a part of the
great game of business, if overhead
kept step with production ; rose as
it rises; fell as it falls. But that
is not the case.

Salaries and wages, fixed in many
cases during the War when profits
were not normal, or since the War,
in recognition of the fact that living

costs are higher than they were,
have not changed very much in
recent years. Freight rates tend up-
ward. Brokerage, commissions, tele-
phone and telegraph tolls, drayage,
printing, stationery, advertising,
storage and rentals cost about as
much as they did, four, five or six
years ago. And while some of these
expenditures fluctuate as the volume
of business moves up or down, more
do not.

It follows, then, that there is a
constant urge on the part of factory-
owners to increase output. "The
more we produce, the smaller will
be the unit-cost of production."
That is the argument. It holds good
— as an argument. And a policy of
increased production, maximum pro-
duction, if you will, is likely to be
profitable in years of intense activ-
ity, when the price trend is up. In
years when business is neither good
nor bad — "just fair" — and when, as
now, prices tend to fall, rather than
to rise, a sharp increase in produc-
tion is more likely to lead to loss
than to profit. For, eventually, in
order to get rid of surplus stock,
prices may have to be reduced to a

point below the cost of production
At every convention of manu-
facturers this matter of controlling
production, while it may not be dis-
cussed on the floor, is in t every
man's mind. It will not down.

Though demand is slowing down
in many lines, the cost of distribu-
tion is nearly, if not quite, as high
as it ever was. Wholesalers and
retailers continue to clamor for more
liberal discounts. Salesmen, if they
are worth their salt, expect and
usually get an increase in salary
every year or two. And every such
increase is pretty sure to be accom-
panied by a corresponding increase
in traveling expenses, for the sales-
man who gets $200 a month quickly
adjusts himself to the idea of
stopping at higher-priced hotels and
eating more expensive meals than
when he received fifty dollars a
month less. For one case where
freight-rates are reduced, there are
a dozen advances. It is the same
with almost everything else that has
to do with distribution — the tendency
toward a higher level is continuous.
As a rule, purchasing agents buy
only "on order"; that is, only if

Bra-.di

January

February

fcRrch

Three
kontJiB

April

Kay

June

Six

llonthfl

July

August

i opt ember

Hine
Month*

October

November

December

Twelve
Konthi

Beauty Bright

Quota
Actual
Lobs

Gain

12,800

11,780

1,020

7.9

12,800

12,500

300

2.3

12,800

12,300

500

3.9

38,400
36,580
1,620

4.7

12,800
13,000

200

12,800
13,200

400

12,800

11,600

1,200

9.3

76,800

74,380

2,420

3.1

12.800

12,800

115,200

12,800

9,600

6.400

144,000

/•

1.6

3.1

Buay Bee

Quota

Actvftl

9,600
10,000

9,600
10,400

9, COO
9.800

28,800
30,200

9,600
9,500

9,600
9,900

9,600
10,000

57,600
59,600

9,600

86,400

9,600

7,200

4,800

,06,000

Lou

—

— —

—

100

— —

—

/•

.. —

__ —

.- ---

1.0

—

Gain

400
4.1

s800
8.2

200
2.1

1,400
4.8

—

300

3.0

400
4.1

2,000
3.4

PrUm

Quota

X XXX

XX XXX

X XXX

XX XXX

X XXX

XX XXX

x xxx

X xxx

XX xxx

Actual

X XXX

XX XXX

X XXX

XX XXX

X XXX

XX XXX

X xxx

X XXX

XX xxx

Loss

XXX

- —

XXX

— —

_ .-■

- _■_

. ...

_ .-_

-- ---

Gain

_ —

XXX

X XXX

XXX

- —

XXX

Etc, etc,

All brands

Quota

XX XXX

XXX XXX

XX XXX

XXX XXX

XX XXX

XXX XXX

XX xxx

DC XXX

JCX xxx

Actual

XX XXX

XXX XXX

XX XXX

XXX XXX

Lot!

— —

XXX

.-_ —

— —

__ —

. — —

-- _—

— •--

___ ___

— ___

._ __-

— ---

-__ ...

Gain

X XXX

XXX

.. - —

X XXX

XXX

X XXX

Bu<l<:<'l Number One

September H, 1926

ADVERTISING AND SELLING

Comparison of Circulation

of the Three Leading Marine Publications for 3/4 Years

Dec.
3rd. Marine . mz
Publication ^

June

1923

Dec.
I9Z3

Marine Engineering
and Shipping Age

2nd Marine
Publication

Leadership in the Marine Industry

Established 1897

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.

Simmons-Boardman Publishing Company

"The House of Transportation"

30 Church Street New York, N. Y.

608 S. Dearborn St., Chicago 6007 Euclid Ave., Cleveland

New Orleans, Mandeville, La. San Francisco Washington, D. C. London

Marine Engineering

and Shipping Age

A.B.C

A.B.P.

ADVKKTl.M.Nc; AM) SKI. LING

September 8, 1926

Branch Office

January

Vebr\

lery

liar eh

Quota

Aatuel

Quota

Actual

Quota

Aotuel

Pi* Yorl:

Beauty Bright
Busy Bee
Pride
Etc., Ota.

6,000
4,000
X xxx

- 5,942
4,236
x xxx

Total

cnio»go

Beauty Bright
Busy Bee
Pride
Etc.. ate.

X XXX

X XXX
X XXX

X xxx
x xxx

•

Total

St. Uul*

Beauty Bright
Buay Bee
Pride
Etc., etc.

X XXX

x xxx

Total

Ktmau City

Beauty Bright
Bu«y Bee
Pride
Etc., etc.

X XXX

x xxx

X XXX

Total

Budget Number Two

and when they are specifically au-
thorized to do so. Nevertheless, the
purchasing agent who will not lend
a willing ear to the offer of an ex-
ceptionally low price, "if you double
your order," is as rare as a snow-
fall in July.

Treasurers of manufacturing con-
cerns are a good deal like purchas-
ing agents — usually they borrow
only when instructed to do so. Yet,
if and when they are offered a loan
of $100,000, when all they really
need is $90,000, they may accept —
if the rate of interest is attractive-
ly low.

Over-production! Selling cost!
Over -buying! Over-borrowing!
These are — and for years to come,
will be — the "high spots" in busi-
ness administration. And anything
that throws light on how they can
be controlled is pretty sure to be
read with interest.

THIS article — and one that follows
— does that. It tells how one com-
pany has solved certain problems
which disturb factory-owners; how,
by budgetting, it has made over-
production impossible; how it con-
trols the cost of selling and how it
neither buys more raw materials nor
borrows more money than it actual-
ly need-.

The Blank Company — I will call it
that — has an authorized capital
stock of $25,000,000, of which about
$17,000,000 are outstanding. It has
no bonded indebtedness. For the
last five years it has averaged a net
profit of a little over ten per cent
per annum. Its dividend record is
unbroken and covers a period of
more than thirty years. Its prod
uel are regarded as necessities and
old, entirely, through jobbers,

reaching the public
through grocers. Its
field is highly com-
petitive. Profits fluc-
t u a t e considerably
from year to year but
factory output does
not vary greatly. The
company's principal
factory is in the Cen-
tral West; branch fac-
tories are located in
the South, Northwest
on the Pacific Coast,
and in Canada. Ex-
port business is not
large. Branch offices
are maintained in sev-
eral cities. The com-
pany employs sales-
men who call only on
jobbers and other
salesmen who take
orders from retailers,
these orders being filled by jobbers.
The business is not seasonal; con-
sumer-demand varies little from
month to month. For that reason
the sales and manufacturing prob-
lems of the company are more easily
solved than those of manufacturers
whose sales are influenced by such
uncertain factors as fashion and
the weather. The company's prod-
ucts, while they are all of the same
general nature, differ considerably
in quality, price, packing, etc. All
are trade-marked. No special effort
is made to force the sale of one
brand as against another for, while
the higher-priced brands yield more
profit than the cheaper brands, it
is as important, from the factory
stand-point, to market
the cheaper brands as
those of better quality.
Brands differ notice-
ably in the matter of
vitality. Some show a
gratifying increase,
year after year. Of
others, the contrary is
true.

Let me say. further.
that the management
of the Blank Company,
while open-minded and
aggressive, is inclined
to be conservative. A
new idea does no1 ap-
peal to it merely be-
cause it is new. It
believes in making
haste slowly, in build-
ing solidly, in looking
before if leaps. It be
lieves that every busi-
ness enterprise should
have an objective ; that
that objective can In-
attained more easily

and more quickly by adhering to a
program than by acting on impulse
and whim; that optimistic wishes
are not nearly so productive, from
a sales-making standpoint, as a
soundly based sales-quota; and that
most, if not all, of the major prob-
lems of business can be solved by
budgetting.

Most important of the budgets
which govern the operations of the
Blank Company is the Sales Budget.

In its preparation, December is
regarded as a half month and No-
vember as three-fourths of a month
— this, because during those months
grocers are too busy with their
Christmas trade to pay much atten-
tion to the company's products

THE Sales Budget is compiled in
this way: In December of each
year, every jobbing salesman notes
down, brand by brand, the number
of cases which have been bought by
every jobber in his territory. Then,
after taking into consideration the
condition of business, stocks on
hand, activities of competitors, their
own sales-force, jobbers' sales
forces, the tendency of certain
brands to increase and of others to
decrease, the company furnishes the
branch manager with a detailed
estimate of the number of cases
which they believe they can market
during the next twelve months. This
estimate is really more than an
estimate. It is regarded not only
by the man who prepares it, but by
his superiors, as a promise, as bind-
ing as if he had said, "I undertake
[continued on page 66]

January

February

rah

otory

Quota

Actual

Quota

Actual

Quota

A at uel

UUttHMt

Beauty Bright
Buay Bee
Pride
Sto., eto.

6,200
2,400

6,000
2,450

Total

xx xxx

HorUiwoat

Beauty Bright
Busy Bee
Pride
Eto., eto.

3,000
2,000
X xxx

x xxx

3,100
1,350
X xxx
x xxx

Total

XX xxx

Southern

Beauty Bright
Busy Bee
Pride
Eto., oto.

1,000
BOO

1,100

850

X xxx

x xxx

Total

XX xxx

Paotflo Coeit

Beauty Bright
Busy Bee
Pride
Eto., eto.

2,600
4,400

x XXX

2,600
4,400

x xxx

Total

xx xxx

XX xxx

Canadian

All Red
Meteor
Etc., eto.

6,000

3,000

5,600
3,100
X xxx

Total

XX XXX

XX xxx

Budget Number Three

September ft, 1920

ADVERTISING AND SELLING

-CL ^acfepcorn, S%£ CPiAUtutst StA£^vc^l7\oruJt&(^

THE CHBISTIAX SCIENCE MONITOR. BOSTON. WEDNESDAY". JL'LY 28. 1920

GERMANS MEET
LEAGl'E TERMS

I.nnJ frell Firuls N*o ItritKfin

to Boqbt Th«t CoiMlttipifo

Have Been Fulfilled

in r«we /")* woniior «•««•

LQNDOK July :*— Lord c«n i»»

«o- cleared uc the doubt raited by

•la tern rot irhleh •ujtp-it-J doubt ■'
In «]ifldp r Germany '"■! NIIHIed I'"'

illMmuinriii coodliluni tor Ui entry
lain the Lcafue of Nation*.

Lord OmII. wl>-.ni on behalf o[
la* &nerwn»nl I" * qurMlon by
Lord Pirruuur Id the Home at Lord*,
uld i (in before any Hutu enleri the

crlbed b;

imped elderly ■< anylblni which .

IJM are Mi tUneri ihrvuih -moder- '
jii-ii ihu« h*> carried i-rrai « •■ I c M i
bere *Lih municipal ih[>4*t( Tub

ill)' undenlodd.
While the total profit- of tbe Cot

I In- BllinlClpa 1111*1

liquor

• -i.-.ii legally on liquor,
t -pent almo.t entirely I
i.i.n . . ,.r muni dpi II [ leg u

Getting Acquainted With the Old Oaken Bucket

L Tbun

Dree Hllnulia. So fnr ■■ >ai-p«Tlnc po««r \>t M.S11JW

It concerned noihln; aro« bllot: j^.-u , revenue of HJI.lil to

rd 10 ihe >wond poinl. be- municipal piirpo**-. Not conilderint

obllrition. lud i"« I**'1 thtf tarn itietil «l« ai all. ibU 1

ir to Inqulro Into the In' II ihe people who spent Ibis

M.i.i n.

mlsaton bid before It .. report f

IS JSIi:* '

*FT

sMIfiOoni.

firllllb Go<rrpm

"MODER
IS A

WHAT kind of
advertisers are
using The Christian
Science Monitor?

A few of them are
shown on this page.
See who they are.

If you like, ask any
of them why they
place their advertis-
ing messages before
the readers of this
International Daily
Newspaper.

ctuuei tbroufb txvnirr.t-.-n.
Jfmleltal »!•»-".
The Hunt.il remit, of In

■ nklpalltlea In (bit Prminn h

Retention of Party Control
Holds Republican Attention

Immediate Question in Contemplation Is How
Many Seats Can Be Held in Coming Elections

iT TmVd"*"'. wlTl m!!»"t-'.* oT

, we.MTc'."'c°..~'T„,*T°.f dTw'X

LDM 11 t»„ j,.i HMi -W.M, Wait."

SOFIA REPLIES

."?.«■££ Io°07 iteKVS

TO SOVIET NOTE

G.,,.-r.irn,-nt. and fuceeiti that the

■lulgnrin Suggests Lcngne

The Buieorlnn mln-Mler end" hli

preventing Ru-.-U.i rel.ii-vr. Iniiu-

returnln- to Itieir homes and father-

SOFIA. July !a— For lite fir-'

equipped with offlc.nl papers, the

' H-1.1 i;.i,r.nm,.:il Ihr-.- ,.-,.,■.

isu ihe Bulr.jrt.in Minister of For-

L":/Ji:H^HH.H

Mno« Push-Pins '

MOTH PROTECTION

Hlrh.mllh. of flaleleh. (o ha>o M
dim-lion ..f Ibe wort Dr. C. !

mi ..r >i ti.-.l. In. i. ted on E. F Ca

mlaalon. rrmilnlni In charge a> II
official let-ally antborlied to Inipe

CLOCKS

Clockj of Any Drwriptloo Rrpiiri

1. & S. Jewelry Repair Co.

!6&de'55,y»?

The

20th Century

Limited

Leave Boston 12:30 p. m.
Arrive Chicago 9:45 a. m.

Saves
a Business Day

BOSTON &. ALBANY RAILROAD

K 1.U51UMS r.M.^„j,w.-fcMj

ORDON BEMOYED f3ARRnMA

Tavcier. Jul) :»-!! li omci.ii. Clcanint Fluid Z"5<i-i\
RtwmTS (^e>se Spots /^z L<<~\

fjacoma
Peatt/e

M.:h-j — t'yr'i

Low Summer Fares

2 Splendid Traini

CADILLAC has periodically for a quarter
century, inaugurated developments epochal in the
progress of the entire motor industry. This yeart
universal interest attaches to Cadillac's plans
because of the unprecedented success of the new,
go degree, eight-cylinder Cadillac. ■*•> Cadillac,
next week, will present a message of extraordi-
nary import to all buyers offnt cars.

iS|C A.PJ.L.LAC

.-U-,U

CADILLAC MOTOR CAR COMPANY

DETROIT. MICH.

The Christian Science Monitor An International Daily Neivspaper

AdvertliifTif OfficflJo Boston, New York, London, Parii, Florence, Philadelphia, Chicago, Cleveland, Detroit, Kanjas City, San Franc.isco, Los Angeles, Seattle, Pojjjand COrcfiOD^

ADVERTISING AND SELLING

September 8, 192f

Facts versus Superlatives

By Holland Hudson

Manager. Department of Education and Research, National Better

Business Bureau, Inc.

WHAT note does your adver-
tising sound? Is it just a
shout, or does it say some-
thing? Does it tell a selling story
in an interesting way, or does it
merely add to the clamor of rather
meaningless sound which has led
hostile critics of advertising to
think of this genuine aid to selling
as merely so much megaphoning?

The novice often believes that
praise for his product or his busi-
ness is all that is necessary for
profitable advertising. He measures
the supposed effectiveness of his
copy by the lavishness, the gusto
with which the praise is laid on.

The intelligent and experienced
advertiser knows that mere self-
praise is a false objective in adver-
tising, whose real justification and
purpose is to bring buyer and seller
together. A shower of laudatory
adjectives may please the advertiser,
but unless the copy increases the
sales of his product substantially, it
fails in its purpose. We have all
read so many cloudbursts of praise-
ful words that they no longer con-
stitute effective sales promotion ma-
terial. The repetition of superla-
tives stamps an advertisement as
sheer brag, and the reader, who may
choose among many more interest-
ing and skillful advertisements,
soon lets his eye pass on to the next
page. Sales slacken; conferences
are called; executives ask: "What is
the matter with our volume? It
cannot be our advertising. We are
spending more money than before."
The real cause of the trouble is the
fact that the advertising copy, for
all its fine art-work, illustration and
typography, has emphasized little
about the product except the maker's
opinion of it. In the absence of
facts, readers are "from Missouri."

How does a good salesman sell you
merchandise, or service, or securi-
ties? Does he tell you merely that
his offering is the oldest, the best,
the biggest, the greatest, most effi-
cient, most beautiful — or does he
show you what he has to sell, tell
you what it will do, and point out
its unique advantages? If advertis-
ing is to help sales, should it pile

adjective on adjective, or present
selling facts?

Adjectives come easily to some
copy writers, especially the lazy
ones. It is always simpler to look
in the thesaurus for a few more
laudatory words than it is to dig for
facts of intrinsic public interest re-
garding the product or its maker
When the manufacturer accepts such '
copy in lieu of productive advertis-
ing, he will very probably get ma-
terial well loaded with time-worn,
familiar boasts in place of original
ideas. The business man who has
learned by experience how to use
advertising has scant patience with
this product of indolence. He de-
mands advertising service which
mines, refines, casts, and polishes
interesting facts concerning his
commodity.

MANY a paragraph and many a
page of fatuous, wasteful ad-
vertising is written, not because the
copywriter does not "know his stuff,"
but because the vanity of the adver-
tiser will not permit efficient selling
copy to be written for him. The
copywriter's first draft, setting forth
the unique facts about the product,
is rejected on the ground that
the advertisement is "not strong
enough." Whereupon the copy-
writer, who has dealt with such
clients before, grins, tosses his draft
into the waste-basket — and tosses in
the facts with it. Then he builds
up a structure of praise which ad-
vertises the advertiser to the adver-
tiser. This is what the customer
wants. It may please the adver-
tiser; it may please boards of di-
rectors (who, like all amateurs in
advertising, know all about it). But
such copy is very expensive, meas-
ured by sales results. Most agen-
cies, most keen advertising men
would far rather deal in facts when
their clients or other employers will
allow them to do so. Facts are far
more interesting to readers and
buyers than the latest style in ad-
jectives.

A claim that Ivory is "The
World's Best Soap" would probably
sell but a small fraction of the

volume which has been stimulated
by the unique statements "It Floats"
and "99 44/100% pure." Analyze the
effect of such a hypothetical claim
on present users of Pears', Jergens'.
Fairbanks', Colgate's, and fifty other
reputable and popular brands. We
doubt whether "greatest," "only,"
"wonderful," "superb," "unequalled"
have put a single bar of soap to
work for any advertiser. When have
such superlatives sold more automo-
biles, more cans of beans, more
shoes and ships and sealing wax
than intelligent recitals of fact?

In addition to its economic disad-
vantages as a distinctly second-rate
producer of sales volume, "apple-
sauce" copy is sometimes absolutely
destructive in its effect upon the con-
fidence of the public. For adjectives,
whether in the comparative or super-
lative degree, are public property.
One's competitor has the same right
to them.

You think your product is the best
in the market. Nay, you know it is.
Your competitor thinks his is the
best product. He is just as positive
as you are.

But you know you can "prove" it.
You can show, firstly, secondly, and
thirdly, that your product is better
than all the rest. You may even
have eminent scientific opinion to
prove it. Whereupon, you go into
court and seek to enjoin your com-
petitor's use of the desired super-
lative. The courts smile, yawn and
characterize both advertisements —
your competitor's and your own — as
"puffery," an ancient legal term ap-
plied to windy trade talk which the
courts regard as an amiable and
rather infantile weakness on the
part of those engaged in commerce.

THE public, however, the real
court of last resort so far as
sales volume is concerned — notes the
contradiction between your superla-
tive and that of your competitor. As
you so eloquently urged the court,
both of you cannot be right. The
public senses this by comparing your
copy with your competitor's and, or-
dinarily, will believe neither of you.
Rather does it give ear to the ad-

[CONTINUED ON PAGE 67]

September S, 1926

ADVERTISING AND SELLING

Why should a man buy a Milano Pipe? . . . Because, among other reasons,
the Interrupting Idea behind the product and the advertising is a unique
insurance policy which guarantees the purchaser's satisfaction.

— But why should a man read the advertising? . . . For the same reason that
you are reading this — /^ illustrations are interrupting. Milano Pipe advertising
is prepared for Wm. Demuth & Co. by the Federal Advertising Agency, Inc.,
6 East 39th Street, New York.

ADVERTISING AND SELLING

Septe.n6°r 8, >9?t

Maintaining Independence for
the Sales Promotion Manager

By James Parmenter

TWENTY out of
every hundred
sales promotion
departments are so
thoroughly unsuc-
cessful that they are
wiped out of exist-
ence. Twenty-five out
of eve r y hundred
•sales promotion de-
jpartments fail of
complete achievement
and are merged with
or absorbed by the
sales department or
the advertising de-
partment. Fifty-five
out of a hundred
sales promotion de-
partments are suffi-
ciently successful to
retain their separate
identities — but only
eighteen out of a hun-
dred are so markedly
successful as to be
constantly entrusted
with new duties for-
merly regarded as
functions of other
departments. _^^^^^^

This summary is
based on an investigation which has
lasted five years, and no case has
been included which has not been
the subject of personal investigation
or in which the attitude of manage-
ment officials toward their sales pro-
motion departments was not fully
known.

The best test of an idea is to ex-
amine closely that very idea at
work. But in the case of sales pro-
motion and service departments, I
found, both from my own experience
and that of many others, that suc-
cess is seldom due to the soundness
of the idea. A peculiar type of de-
partment head is required for any
service or sales promotion depart-
ment to be thoroughly successful in
the average manufacturing enter-
prise.

Almost invariably where I found
that either a service or a sales pro-
motion department was clearly un-
successful, I found also that the real

the

d"§51V
ect of

cle

fictiL^us —

FOR the first six months he accepted gratefully the sugges-
tions of both the sales manager and the advertising manager;
then he took the reins into his own hands. Responsible only to
the general manager, he declined to be over-ridden by any
department head and finally developed into a generally coordi-
nating influence among the principal merchandising divisions

reason for the failure was due to
one of two causes — either the indi-
vidual at the head of the sales pro-
motion or service department was
not well-chosen for his difficult task,
or there was a failure within the
enterprise to coordinate properly
the work of the sales promotion or
service department with that of the
other major merchandising di-
visions.

Since I have spent months in the
closest contact with the sales pro-
motion and service departments of
seven large corporations in the
United States — departments which
are eminently successful, both be-
cause of personnel and of methods —
I feel that I can contribute most by
describing in whatever detail is
necessary the workings of a depart-
ment, and thus show the reasons for
its success.

The North American Products
Corporation — all names in this arti-

necessarily
for man)
years operated with-
out more than per-
functory advertising.
Its vice-president in
charge of sales was a
staunch believer in
salesmen, first, last
and always.

When he left the
North American
Products Corporation
to head an organiza-
tion of his own, the
management respon-
sibility for merchan-
dising devolved upon
the general manager.
He quickly brought
into being a new
merchandising line-
up. A sales manager,
an advertising man-
ager and an export
manager — all men of
experience — we r e
added to the staff.

As the salesmen
came to know more of
the power of adver-
tising in its various
and more they de-

forms, more
manded service to customers, as well
as magazine and newspaper pub-
licity. An assistant to the advertis-
ing manager— the junior in charge
of printing — handled requests from
salesmen and the occasional requests
that came from customers for sales
helps.

This keen general manager, in
analyzing the merchandising tactics
of competitors, saw the possibility
of working advantageously through
dealers' salespeople. His first
thought was to make this new ac-
tivity the duty of an assistant to
the sales manager. But as he came
to view the project in its broadest
lines he saw that the necessary con-
tinuity of the sustained effort would
be a task for an executive, and
ultimately the duty of a department.

So he brought into being a sales

promotion department. He was wise

enough at the start to place its

[CONTINUED ON PAGE 80]

September S, 1926

ADVERTISING AND SELLING

Your

Trained Ear at
Every Convention

You may be a good Convention Man; you may
have your stenographer take notes; or ask for a
copy of the proceedings. But you can't cover every
meeting — your notes may be too copious — it's easy
to miss the very point in which you are most
interested.

That's where The Iron Age can help you.
That's where it does help hundreds of its sub-
scribers. Its "Delegates" not only attend all the
conventions, but record the real history — of every
session. They are experienced men — their ears,
trained to catch the fine points of a discussion
report them completely, briefly, without error.

This is but one of the reasons The Iron Age is
read, reread, renewed, kept at first hand by the
big men in every division in the Metal Trades.

And this is also a reason why 1200 advertisers
use it regularly.

ADVERTISING AND SELLING

September S. 1926

Getting Action With Wholesalers'

Salesmen

By George Mansfield

THE wholesale field has been a
battleground in recent years.
It has always been a difficult
part of the distributive system, but
it has never been more so. Some-
thing of this condition is reflected in
the statement by Joseph M. Fly,
president of the Nation Chain Store
Grocer's Association, who says: "The
wholesale grocer in the last seven
years has literally picked himself to
pieces. There are as many different
kinds of jobbers as Heinz has
pickles."

How is the aggressive manufac-
turer to get some "pep" down the
line to the dealer when his fate de-
pends rather heavily upon the whole-
saler's salesman? Missionary men
cannot do the job completely; and
there are so many items on a whole-
saler's list that it becomes a serious
problem even to the wholesaler as to
how and what goods salesmen are to
push.

The simplest and most effective
method of accomplishing the end de-
sired by the manufacturer is to help
the wholesaler's salesmen to be more
effective. Whatever he can do to
cement the relationship between
salesman and retailer strengthens
his own position.

The manufacturer who advertises
naturally desires to get as much re-
turn for his large investment as pos-
sible. If he is struggling against
heavy competition it is easy for him
to believe that he is not getting his
share of the business, because of the
jobber's neglect or lack of attention
to his goods.

Just what can a manufacturer do?

The very first thing he should do
is to give businesslike personal at-
tention to the wholesaler. It is com-
mon knowledge among wholesalers
that they never see a salesmanager
or an executive from any of the com-
panies whose goods they trade in
from one end of the year to the other.
The wholesaler should have contact
with the liveliest brains a manufac-
turer can supply. First of all, a sur-
vey of the wholesale situation should
be made by someone with intelli-
gence, and the situation thoroughly

grasped, not from the crude field re-
ports of salesmen, but from the find-
ings of competent merchandise re-
search men. Following that there
should be a careful analysis of how
much the manufacturer can do in
the way of advertising and sales
help; and then there should follow
visits by the sales manager himself
to the principal wholesale outlets —
visits not to the routine buyers but
to the heads of the wholesaling firms.
There should be a thorough under-
standing of the basic business posi
tion of both manufacturer and re-
tailer in regard to a particular
article. It prevents so much misun-
derstanding, waste effort and an-
tagonism.

WHEN such a procedure is
followed, it invariably becomes
clear what practical steps of coopera-
tion are possible. It may be that a full
crew of missionary men is desirable,
or special men to help push only cer-
tain brands. Perhaps the entire mis-
sionary force can be dispensed with,
under a new plan whereby the whole-
saler consents to a try-out. Possibly
talks to the wholesaler's salesmen
will be in order; or special literature
for them. Possibly a high powered
drive sending salesmen to the various
jobbers, paying the salaries of such
salesmen and turning all orders
through the jobbers, is the right
way. A permanent missionary force
may be advisable; interviewing the
retailers, inspecting stock, arranging
window displays and digging up or-
ders for the local jobber. If the
jobber's salesmen work with them,
they are on the road to becoming
something more than order takers,
to becoming a definite source of
profit to the retail trade and. at the
same time, to the manufacturer and
the jobbing trade as a whole.

In his credit dealings, the jobber
lias an important advantage. His
trade is concentrated enough,
usually, to permit some sort of un-
derstanding between himself and his
customers, and if this wedge is aided
by active selling help, through the
jobber's salesmen, he should not be

at all alarmed by the action of those
manufacturers who have chosen to
build up their own warehousing or-
ganization. It is probable that there
will be many more large manufac-
turers, national advertisers, who feel
that their own best purposes can
be served only by direct contact witr
their retail distributors; but in no
general line of merchandise do one
or two manufacturers, or a compara-
tively small group, control demand.
Therefore the whole situation in di-
rect selling is weakened when the
number of direct sellers in any one
line grows top-heavy. The items
which are not backed by extensive
national advertising and plenty of
profit to carry a system of direct dis-
tribution must pass through the
hands of the wholesale trade. The
more of a hold such wholesale trade
is able to get on its own customers
— the retailers — the more secure will
be its position. But it connot se-
cure such a hold except by working
actively with its own sales-force in
live cooperation with manufacturers
To cooperate with the salesmen, to
help them help the retailer is to help
re-establish the position of the whole-
saler himself, and to add to profits
all along the line. After all, it is
profit which decides the issue to all
three: manufacturer, wholesaler and
retailer.

THE wholesaler is far from "dead"
or even dying. What wre are wit-
nessing now — a large number of eon
solidations in the wholesale field — is
merely the logical increase of size to
match the great increases in size of
both the manufacturer, on the one
side, and the retailer (through chain
and cooperative buying) on the other.
The future will see more up-to-date
large-size distributors who will be
very keen to cooperate with any
manufacturer having something
which is salable.

There's the rub in so many in-
stances. Manufacturers want whole-
salers to go out and beat drums for
articles for which no demand exists,
and only an ordinary likelihood of
there being one creatable. The whole-

[ CONTINUED ON PAGE 521

September 8, 1926

ADVERTISING AND SELLING

Millions MORE Cash Income

843,000,000 Bushels of Wheat
2,576,936,000 Bushels of Corn
15,621,000 Bales of Cotton

THESE are government estimates, spelling Millions MORE Cash Income
this year to farmers of the Midwest and Southwest — the territory where
60 per cent of the nation's wheat, 65 per cent of its corn and 50 per cent of its
cotton are produced. In the present crop year this section is making the great-
est gain of any section of the United States. Prices are strong on these major
crops.

The result — An almost overwhelming market for motor cars and tractors,
plumbing and water systems, lighting plants, radio sets, house furnishings and
all the other things that make for comfort and contentment.

The Only Single Paper That Covers This Territory

The farm paper for this section be-
tween Indiana and the Rockies is
Capper's Farmer. Of its entire cir-
culation, 80 per cent is concentrated in
these thirteen states. Always a big
producer, the market this year places
it far ahead of the usual.

You know from experience that the
merchandise advertised in Capper's
Farmer sells easier and quicker — evi-
dence of its influence. Distributors and
dealers are asking for sales support in
Capper's Farmer. We're printing on
this page a letter written to head-
quarters by one distributor in the
Capper's Farmer territory.

A distributor in Wichita. Kansas,
who has sold millions of dollars
worth of farm equipment, recently
wrote his company as follows — and
sent us a copy of his letter :

"In checking over your list of advertis-
ing media, we note that you are not using
Capper's Farmer, which farm paper covers
13 states exactly in the central part of the
United States, and we believe it is most
universally read, by actual dirt farmers,
of any farm paper in the United States,
for its circulation, excluding none.

"We believe the reason the Capper Pub-
lications show the best results is directly
traceable to the fact that the reading
matter fits conditions, and thereby appeals
directly to tile farmer at his own level.

"Too. the Capper Publications fit a ter-
ritory that needs an entirely different kind
of advertising from the advertising used
on the west coast or the east coast, which
enables you to 'localize' your copy."

(qpperlsT&rmer

TOPEKA, KANSAS

ARTHUR CAPPER, Publisher
CHICAGO NEW YORK DETROIT CLEVELAND

MARCO MORROW, Asst. Pub.
ST. LOUIS KANSAS CITY SAN FRANCISCO

ADVERTISING AND SELLING

September 8, 192

}/ie

8pt. Van

bodkins

IF ever the power of the utterly ob-
vious was demonstrated it was at
the convention of Rotarians held
some few weeks ago at Denver.

"Who'll be the next president?" is
always one of the chief topics of con-
versation at Rotary conventions — as at
all conventions. This year was no ex-
ception. I am told that there were sev-
eral very likely candidates, each of
whom was being boosted vigorously by
his crowd. But none of these much-
discussed candidates was elected. The
presidency went to one Harry H.
Rogers of San Antonio, Tex.

It seems that, with the exception of
the delegation from Texas, no one was
thinking of Harry Rogers for presi-
dent of Rotary International when the
convention assembled. But it seems
also that "Harry" was on the program
with a paper on "Whose Fault?" In
this paper he asked — and answered —
the question as to whose fault it was
when a Rotary Club went to seed.
There was nothing either new, novel or
particularly inspiring in this paper. It
was merely a sane statement concern-
ing the right way to run a Rotary Club
to get the most out of it for the club
and the community. It had all been
said before; in fact, vaguely, every del-
egate in the auditorium knew it — and
all of it — before ever he took his seat
at this session of the convention. But
Harry Rogers put it so simply and
clearly, and so effectually crystallized
the whole problem for the crowd, that
when he sat down he was the outstand-
ing figure of the convention, and when
it came time to elect officers, Harry
Rogers was elected president!

Those of us who strain so for novelty
in our advertising copy and our sales
presentations may well ponder this.
Mayhap we would find greater potency
in a common sense presentation that
would abandon argument and "ro-
mance" in favor of simple crystalliza-
tion, with the public left free to act
without pressure.

—8-pt—

A Paramount Pictures advertisement
in one of the farm journals carries a
heading that sets one to thinking. It
is this:

There are no more
9 o'clock towns!

Movies and the radio have done it;
there really are no more 9 o'clock
towns!

Such being the case, aren't the small
town people, and the people on the
farms, getting the general habit of sit-

ting up later? And if they are, isn't it
adding to the number of hours per day
farm journal and periodical advertising
of all kinds is working for the adver-
tiser?

— 8-pt^-

W. H. Hobart, of Hobart Brothers,
Troy, Ohio, makers of battery chargers,
writes to the editor suggesting an ar-
ticle of protest on conventional letter-
heads.

"But why should you commission
anyone to write an article of protest
on the cut-and-driedness of letter-
heads," I asked the editor as I
skimmed the letter, "when Mr. Hobart
has written a complete article himself
in four paragraphs, illustrated with his
own letterhead design formed by
switchboards used on Hobart equip-
ment?"

Without waiting for an answer, I
carried off the letter for "copy." Here
it is:

HOBART
BROTHERS

Gentlemen :

Although we have been established since
1893

we still have enough energy left to

change our letter heads occasionally, and
keep our printed matter up to the minute
— because we believe it pays.

We receive so many cut and dried letter
heads that we wish to voice a protest in
our feeble way against the use of such ap-
pliances at the top of what otherwise are
good letters.

and our sale in spite of our idio-
syncrasies last year were over a million
and a half.

Now will someone please write an
article on the market value of idiosyn-
cracies?

—8-pt—

I am informed by a Forhan fan that
ilie t.i.!..i\ in which Prophylactic tooth
brushes are made is surrounded by a

beautiful hedge, and that four out of
five of the shrubs are spirea!

— 8-pt—
Iron Age recently ran a want-ad in
the New York Times reading as fol-
lows:

Young lady, bright and reliable, and fa-
miliar with work in make-up department
of publishing company. Permanent and
chance for advancement.

A number of replies" were received,
one of which C. S. Baur thinks the read-
ers of this page will appreciate.

Referring to your ad in Sunday Times,
would say I am interested. The only ex-
perience I've had has been in a beauty
parlor, so if "make up" means the same
then I am familiar with it. Will appreci-
ate an answer.

One wonders if Mr. Baur had adver-
tised for a lay-out man he would have
received an application from an under-
taker!

— 8-p1>-

I chuckled over a newspaper adver-
tisement run by the Auburn Automo-
bile Company. The advertisement is
headed: "We Also Own a Dictionary,"
and it lists 47 claims from various
automobile advertisements appearing
in one month's issue of a certain
weekly of modest price, of which these
are samples:

"Powerful beyond description"

"Ultimate in motoring"

"Luxurious beauty par excellence"

"It steps right up the steepest hills as if
the hills lay down to let it pass"

"Matchless performance"

"Utmost in richness and luxury"

"Flawless ser\

"Great surges of smooth, vibratlonless
pi ro i r"

"A superbly smooth and flexible flow of
power"

"i 'nmatched performance"

"Utmost In mechanical performance"

"Effortless speed."

The Auburn Company then goes on
to say: "Auburn does not say the above
claims are untrue. We simply ask you :
How can you judge a car's value by
the dictionary?"

Personally, 1 sympathize with who-
ever wrote this advertisement. Either
some automobile advertisers must get
back to common sense, or else place
their hope in the possibility that there
will be some new adjectives and ad-
verbs in the New Century Dictionary,
which 1 understand is to be brought
out shortly.

September 8, 1926

ADVERTISING AND SELLING

To Sell the ZMan Who Guilds a
Home hike This?

THE HOUSE BEAUTIFUL!

Only publication in the class field which goes directly to the heart of home
building, decoration, appointment and orientation and stops there. Since
1896, devoted to the entertainingly instructive portrayal of what makes for
the best, most convenient and most attractive in home environment.

Featuring well edited departments, fascinatingly illustrated, together with an
institutional home builders service, The House Beautiful affords the correct
answer to every question. It is a friendly guide to the uninitiated and a
ready handbook for the experienced builder. More than 75,000 men and
women read it each month, interested in building, remodeling, decorating,
furnishing and gardening.

Here, then, is a class publication devoted strictly to one class — the home
maker. It will appeal to the shrewd buyer of advertising space, because
waste circulation is practically eliminated — indeed a rare advantage. May
we submit complete data and rates?

Circulation 70,000 net paid, ABC, rebate-backed,
guaranteed — and with liberal excess

THE HOUSE BEAUTIFUL, 8 Arlington Street, Boston, Massachusetts

An Atlantic Publication
A Member of The Class Group

ADVERTISING AND SELLING

September 8, 1926

Financing the Factory

years. For one matter, the Federal
Reserve banks in rediscounting loans do
not look with favor on "name paper"
but readily accept paper with definite
security behind it. The banker, there-
fore, knows that his loan against the
$50,000 of goods in a warehouse will
be unhesitatingly rediscounted by the
Reserve bank of his district if need be.
He knows that, on the contrary, the
same borrower's plain note for a like
amount will require elaborate rate
statements and endless certified re-
ports, and, even with these as evidence,
may not be eligible for rediscount un-
der the regulations.

THE difference, therefore, between a
stock of goods in the owner's loft
and the same goods in public warehouse
under control of a third party as bailee
may appear of little consequence to the
factory or the wholesaler, but to the
banker who loans against the goods the
difference is tremendous. Owners of
goods who are aware of this difference
act accordingly. They store surplus
stocks with warehouses. They do their
heavy borrowing against these goods
as security, thus keeping the merchan-
dise in open stock free of pledge to the
banks.

Another slant on this use of ware-
houses to finance the factory came from
a paint manufacturer who told how new
enterprises are thus helped.

"I remember," related this manufac-
turer, "when a little fellow couldn't
break into the paint and varnish busi-
ness. He never could get the capital
to carry him. Paint factories, you
know, are awful fire risks. The insur-
ance companies won't give the little fel-
!"«■ full protection, and the banks
daren't. I'll never forget my own years
and years of starved development when
I knew, all the time, that I could make

[CONTINUED FROM PAGE 20]

a go of it, but I was crimped for money.
They step a faster pace these days; for
now all a young concern has to do is to
find a safe warehouse and hand over
their raw materials and finished paints
to a professional warehouseman. Then
the banks'll lick his hand when he asks
for a loan. Liberties aren't any better
collateral."

Stocks in warehouses possess another
advantage in that they help out the
manufacturer when banks have lent the
lawful limit to a single borrower — an
interesting proof that goods in ware-
house have greater value as collateral
than the same merchandise reposing in
the loft of the owner.

Banks in the Federal Reserve System
and all national banks are forbidden to
lend to an individual or a single con-
cern an amount in excess of ten per
cent of the bank's capital and unim-
paired surplus. When the ten per cent
has been reached, further loans are
prohibited regardless of the credit of
the borrower — with a single exception.

THAT exception relates to so-called
"commodity loans," which, by defi-
nition, are bank advances against goods
in the process of marketing. The Fed-
eral Reserve Board, for purposes of re-
discount, has defined a commodity loan
as one "accompanied and secured by
shipping documents or by a warehouse,
terminal, or other similar receipt cover-
ing approved and readily marketable,
non-perishable staples, properly in-
sured." The same authority has given as
its definition of "readily marketable
staple" that it is "an article of com-
merce, agriculture or industry of such
uses as to make it subject to constant
dealings in ready markets with such
frequency of quotations of prices as to
make (a) the price easily and definitely
determinable, and (b) the staple itself

easy to realize upon by sale at any I
time."

Some limitations are placed on com-
modity paper, wholly for the purpose
of preventing its preferential standing
being abused for speculation, among
which is one that requires that the pro-
ceeds of the loan shall "have been used
or are to be used, in the first instance,
in producing, purchasing, carrying, or
marketing goods in one or more of the
steps of the process of production, man-
ufacture or distribution."

WHEN these conditions are met,
the bank's lending limit of ten
per cent to a single borrower is raised
from ten per cent of its capital and
surplus to fifty per cent — multiplied
exactly five times.

Note, however, and note well this
fact. Goods stored at the factory or at
the branch agency or in the private
storehouse of the owner would not come
within this commodity-paper regulation.
For it is required, as a condition of
such a loan, that the advance shall be
"accompanied and secured by shipping
documents or by a warehouse or sim-
ilar receipt." The lending limit of the
bank is unalterably fixed at ten per cent
of its capital and surplus so long as
the goods are merged in the general
inventory of the borrower. The limit
becomes fifty per cent when, and only
when, the goods pledged are in a public
warehouse (or in the hands of a car-
rier for transportation I where a third
party has been made bailee for their
safe keeping.

The public warehouse offers flexible
storage in a manner that the privately
operated one can hardly hope to do.
Public storing may be increased, or it
may be discontinued, at will. The
amount of space occupied in the public
warehouse by one patron may be varied

September S, 1926

ADVERTISING AND SELLING

MANUFACTURING
INDUSTRIES

15 East 26th St., New York, N. Y.

RUTLEDGE BERMINGHAM

Advertising Manager

The highest renewal percentage
in its field, at the
highest subscription price

Publication of
The Ronald Press Company

Member A.B.C.— A.B.P.

ADVERTISING AND SELLING

September 8, 1926

Why Advertise?

If THERE is a reason for advertis'
ing, there is an equally good reason for advertising
well — on a businesslike basis. It is on that basis
we would like to discuss with you your use of
direct advertising.

To the discussion we will bring a practical
understanding of advertising and marketing pro'
cedure, and, more specifically, a highly technical
knowledge of direct advertising, its part in dis'
tribution and selling, its possibilities and its limi'
tations, as well.

And then we will show you, if you wish, how
more than ten years' experience, in executing di'
rect advertising for exacting advertisers in many
industries, has fitted our organization to work
with you in applying the force of direct advertis'
ing to your business.

Such a discussion is earnestly invited. There
will be no obligation, except oufs, which will be
to show you that we know how to use direct
advertising on a businesslike basis — the basis
that pays.

Evans -Winter-Hebb inc. Detroit

822 Hancock Avenue West

to correspond with the fluctuating vol-
ume of his needs, while the warehouse
itself enjoys a fairly even business be-
cause it offsets the seasonal demand of
one patron against the seasonal idle-
ness of another. The public warehouse,
in a word, offers elastic storage ; it may
be used in exact proportion to the user's
needs. This is quite different from the
condition of private storerooms of fac-
tory or wholesaler which alternate
seven or eight months of emptiness
with four or five months when they are
"stacked to the roof." Yet, the private
warehouse finds that the maintainance
and overhead are not thus cut off when
empty rooms result from shipment of
the goods but that a large share of the
economy of storing privately is eaten
up in the waste of useless capacity dur-
ing half the year.

MANUFACTURERS who seek to
enlarge the circle of their trade
may do so with assurance that the ex-
pense will be in proper ratio to volume
if they store with public warehouses in
the market centers rather than if they
erect or lease private warehouses. The
public warehouse quotes its rates and
renders its billing on the basis of the 100
pounds of goods (occasionally on the
piece or package). This the privately
operated storeroom cannot possibly do,
because its overhead bears little rela-
tion to the volume of goods passing
through. The whole effect of ware-
housing goods with public warehouse-
men is to bring handling costs into
exact conformity with the units that
figure in manufacturing and selling,
much in the manner that freight rates
are calculated.

Sales are made on a unit basis. Man-
ufacturing costs are calculated by the
unit. The public warehouse, for each
commodity, will quite its rates on the
identical unit — those rates being pre-
determined so that the owner may
know precisely what the expense will be.

If one city proves to be a poor mar-
ket, the most that has been incurred is
the cost of warehousing the first con-
signment of goods. When that first ship
ment has been moved out, the ware-
house connection may be discontinued
without apology or embarrassment.
Warehouse contracts run, ordinarily,
for thirty days and may be abrogated
merely by withdrawing the goods.

Nor do new ventures always succeed.
By using warehouses, rather than
agency storages, for storing the stock,
the new sales agency may concentrate
on selling the goods — its proper func-
tion. Its attention is not cut into two
parts; one to get the orders and the
other to make deliveries. And, should
the new agency fail to prove worth
while, it may be closed. The public
warehouse will ease off the stock as or-
ders come in. It may even result, as it
does often, that a small volume of busi-
ness can be retained which would not
otherwise come to that manufacturer.

The- limine*! of the Evans Winter • Hcbb organization is the execution of direct advertising as a definite mc
dium. for the prcpa ration and production of which it has within itself both personnel and complete facilities:
Marketing Analysis • Plan • Copy ■ Art • Engraving • Letterpress and Offset Printing ■ Binding • Mailing

(This is dip first of a series of articles
by Mr. Haring. The next will appear in an
early issue, Edi

September 8, 1926

ADVERTISING AND SELLING

"^T TD This adverlise-
1^1 ♦ JU» meni is one 0j a

series appearing as a full
page in The Enquirer.

Mr* Cincinnati College Man

. . . gentleman, scholar and judge of good clothes

' II 'HE older generation may smile at
the cut of Mr. College Man's suit,
yet he is the reason they themselves are
wearing 18-inch trousers. They may
call his psycho-analysis "high-brow,"
but they have added "complexes" and
"inhibitions" to their own vocabularies.

For Mr. Cincinnati College Man
wields a powerful influence, in thought
and actions and dress. And the wide-
awake merchants of the city know this.
They seek Mr. College Man's approval
of each new style, for they know that
what he approves, others will accept.
They have discovered that Mr. College
Man buys much and buys often — they
count him an important part of their
market.

In fact, he is a sizable market in him-
self. Last year 3,271 of him attended
the University of Cincinnati and St.
Xavier College; this year's enrollment
will assuredly be larger. In addition,
approximately 3,600 Cincinnati young
men are preparing this week to depart
for out-of-town schools.

How, Mr. Advertiser, can you reach
Mr. College Man? Through the same
paper that his dad reads — The En-
quirer. For in newspapers, at least,
young Mr. College Man follows his
father. Why not, Mr. Advertiser, make
money from this fact by selling your
merchandise through the columns of
The Enquirer?

. . . and now

EVERYBODY'S
WEARING 'EM

Here are just a few of the
articles of dress sponsored bv
Mr. College Man. All of
them have appeared in the
last few years.

Wide trousers

Fancy wool and lisle socks

Plus four knickers

Collar attached shirts

Wide Belts

Bright-colored sweaters

Brogue shoes

Slickers

Soft felt hats

I. A. KLEIN

New York

Chicago

THE CINCINNATI

Goes to the home,

R. J. BIDWELL CO.
San Francisco Los Angeles

ENQUIRER

stays in the home"

ADVERTISING AND SELLING

September 8, 1926

'oosej§a)

COVERS

Design

CATALOGS —
whether for
Dealers, Job-
bers, Consumers or
salesmen, in order to
create that necessary
"first impression" must
be distinctive and
stand out. In Loose
Leaf Form — with Su-
per Embossed Covers
— you have a combina-
tion of lasting value
and exceptional beau-
ty. With the Super
Embossed process,
original, unique de-
signs can be obtained
with reproductions of
trade marks and pack-
ages in original colors.
Send for This
Illustrated Book
For more than twenty-five
years we have been man-
ufacturing Loose Leaf
Binding devices exclu-
sively. We have styles
for every purpose — Cata-
logs, Price Lists, Sales
Manuals, Bulletins, Sales-
books, Advertising Cam-
paigns, etc. Our assort-
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ttiir nt-ir booklet give*
full Information a « d
helpful tuggettlont for
tin- preparation uf Loote
Leaf edition*, I rop$
gladly tenl on rr<fup«(.

The G. E. Sheppard Go.

27.1 Vim ll.l \,.„„.
LONG ISLAND CITY. N. Y.

Importance of Being
Earnest About Exporting

[continued from page 30]

tion. It is backed by a long list of
prominent men who are declared to be
its supporters or patrons. Scanning
the names with what is known as idle
curiosity, one gets no further than one
name among the first four or five on the
list. One happens to know something
about that man and his business. "That
man," one growls, "supporting a for-
eign trade convention ? Why, he first
ruined his own export business and
afterward abandoned it altogether."

HIS policies have been puerile; his
methods have not only harmed
others but have reflected most unfavor-
ably on all American business in the
eyes of export customers. He himself is
one of the horrible examples in Ameri-
can export trade of not being in earnest,
of what not to do and how not to do
it. He has frankly said that he is not
interested now in exporting. Yet here
he appears supporting this convention.
Possibly he fancies that he gains a cer-
tain prestige in the presence of his
name along with those of a hundred
other prominent business men devot-
ing thought to "international prob-
lems." To him, exporting may be,
theoretically, like voting: A highly
creditable performance, or even duty —
in the care of someone else; but per-
sonally— a negligible matter. Here is
a part of his story, the latest part, for
his business is an old one marked
through many years by vacillation and
indecision. It illustrates the complete
importance of being in earnest about
exporting.

His enterprise, we will say, is called
the Blue Ribbon Co. It is large and
rich, but it has a larger and richer com-
petitor, which we will rename the Gold
Star Co. The first has always tagged
along after the latter, slavishly imi-
tating it, mechanically following its
maneuvers, without initiative or origi-
nality, getting business chiefly because
of the momentum derived from the ag-
gressiveness of the larger concern. A
few years ago the Blue Ribbon Co.
heard rumors that a large business had
been developed by the Gold Star people
in — well, let's say — Babylonia and As-
syria. The Blue Ribbon Co. could not
believe it. They had never succeeded
in doing anything in export markets.
But the news turned out to be true.
So Blue Ribbon thought "If Gold Star
can do it, we'll butt in and get some
business too." Their competitors had
discovered and begun to exploit success-
fully a new trade.

The Blue Ribbon Co. accordingly
hired a couple of discharged employees

of the Gold Star Co. and sent them
as managers to Babylonia and Assyria
at $10,000 each. But then it was dis-
covered that among its other methods
of developing trade, the Gold Star Co.
carried a large stock of its goods in
Babylonia for the prompt supply of its
customers there. The Blue Ribbon Co.
must perforce also put a large local
stock in Babylonia. In less than six
months the company, headed by this
gentleman, whose name is supposed to
lend luster to a foreign trade conven-
tion, grew weary of Babylonia and As-
syria, discharged its so-called man-
agers, paying them an indemnity for
the unexpired terms of their contracts,
and brought back its stock from Baby-
lonia. It charged off losses of about
$20,000 in duties and ocean freight.
The company declared that it was
through with export trade forever.

MEANWHILE, the Gold Star Co,
continues the even tenor of it:
way, with ten salesmen still very much
on the job in Babylonia. The Blue Ribbon
Co. declares that it doesn't see how the
Gold Star can do it. They certainly
are losing money. What's the answer?
Simple enough. The one knows exactly
what it is about and is in earnest; the
other never was in earnest. It had no
definite knowledge, ideas or plans when
it started, merely an imitation of a suc-
cessful competitor. It grew less instead
of more determined as it discovered
that there were difficulties in the way,
even though competitors were success-
fully surmounting them. The Gold
Star people still seem to like the Baby-
lonian and Assyrian business, which
now amounts to about $2,000,000 year-
ly. The Blue Ribbon concern ought to
be able to get half as much, were it
intelligently in earnest. Is it a shining
example of American enterprise and an
inspiring supporter of our foreign
trade ?

In earnest about exporting? Con-
sider the curious vagaries of what may
be the reasoning processes of another
multi-millionaire company. A few
months ago it had new letter-heads
printed, showing down the left-hand
margin a long list of its foreign agents,
apparently to boast that it had them.
The new stationery had barely arrived
from the printers before the company
withdrew from the export trade.

"We can't do a thing," it explained,
"since this new competitor has started
coming over from Europe. We've got
to get our American duties raised to
keep it out."

"But you told me three months ago,

September 8, 1926

ADVERTISING AND SELLING

The Greatest Mailing List
[ in History

/^\XE of the vital forces for the building up of
American industries has been the United States
post office, and the receipt of a profitable number of
direct replies to a letter or a circular is one of the most
pleasing experiences in business.

The Digest may fairly lay claim to expert knowl-
;dge on this subject. It is one of the heaviest users
Df the mails. It has built its own sales largely upon
mail circularization. In the past eleven years it has
spent eight million dollars upon circulars, mailing more
than 60,000.000 subscription circulars in the year
1925.

Every mailing list of any value in the entire country
will be found in the consolidated list used by The
Digest. Bankers, lawyers, physicians, club members,
tax payers — even' conceivable group has been fol-
lowed up by all legitimate means. Readers have cour-
teously sent in the names of their acquaintances. Year
by year the consolidated Digest list has grown greater.
By l'»14 the aggregate of names on file in The Digest
offices was 3,000.000. Still this was not enough. So
n 1915, after many experiments. The Digest took an
mportant step. It sent out the first complete mailing
Wer made to every telephone subscriber in the United
States.

Since then 24 mailings have been sent to the entire
elephone list, which now contains more than 9.000,000
ndividual names and home addresses.

Then we added to the telephone list the name of
every automobile owner.

And w*hat has been the result ? Out of a list totaling
20.000,000 names, and more particularly out of the
telephone lists, The Digest has drawn its present cir-
culation of 1,400,000. Consistent circularizing of tele-
phone subscribers over a period of years has built up
one of the largest circulations in the magazine field.

No one else has ever done such a job of sifting
names. There is no other process just like ours.

The Digest has taken all the alert people of America
and picked' out of them the most alert. We have taken
the greatest mailing list ever assembled and refined out
of it the present list of Digest subscribers — the greatest
selected mailing list in history.

Advertisers are sometimes astonished to learn the
low cost of circular matter when it is delivered in the
form of a Digest page. If they owned our list of
subscribers, as a mailing list, they would gladly spend
from 8 cents to $1.00 per year per name in cultivating
such prospects by mail circulars. And yet — fifty-two
full pages in The Digest — one every week for a year
— cost the advertiser less than 16 cents per family. Six-
teen cents per family to reach the largest selected list
of families in the richest country in the world, and to
reach them fiftv-two times.

The Jiterary Digest

ADVERTISING OFFICES:

BOSTON

CLEVELAND

NEW YORK

DETROIT

CHICAGO

c Square Bldg.

Union Trust Bldg.

354-360 Fourth Ave.

General Motors Bld£.

Peoples Gas Bldg

ADVERTISING AND SELLING

September 8. 1926

seeds

MILLIONS of tiny parachutes drift-
ing in the autumn breeze! With
wings, with hooks, with a thousand in-
genious devices to take them from one
place to another, the seeds have started
their annual pilgrimage.

Waste circulation, percentage of re-
turns, expense of preparation, if we
talked in these terms we might say
Mother Nature was a prodigal spender
indeed. But it's an axiom of nature, as
well as of advertising, that pennywise
is pound foolish.

Advertising, the seed of business, has
no annual season. It should be as per-
sistent as business itself. And it can take
a leaf from Nature's book — the big
spenders are the big successes. But the
bigger they grow, the greater care they
take in the wings and hooks
we call — engravings.

Gatchel & Manning, Inc.

C. A. Stinson, President

'P/wto Engravers

West Washington Square <^> 2jo South yth St.

PHILADELPHIA

was the rejoinder, "that this new stuff
is no good, that it does not compare
with yours."

"Yes, yes. But it's cheaper. We'll
be put out of business if we don't get
the duty on it raised."

"What's that got to do with your
export trade ? You've always boasted
that you got export business at higher
prices than other people because of
your quality."

"Well, we can't do anything now un-
til we get this cheap stuff barred from
the United States. We've got to get
a twenty-five per cent higher duty on
it. We have a man working with the
Tarriff Commission now."

"Then you are not shipping any more
for export?"

"No use even trying; no use until
we get a new rate of duty. What's
the point of quoting to Cuba or China
when we know that they can get this
cheap stuff? When we get new duties
here at home, then we'll probably see
what we can do abroad."

"But," the objector retorted, "you've
just been preparing a test to demon-
strate to your export customers that
four units of your product will go
further than five of any European com-
petitor."

"Can't do a thing," was the reply
that had grown monotonous, "until we
get the American duties raised."

But there are contrasts: men of
broad gage, clear-visioned, far-sighted,
who have been much in earnest about
their export businesses and have
profited thereby.

THERE is the very old story of a
large manufacturer of lubricants
who wanted his share, and more, of
what he knew was the prospectively rich
Egyptian market. He sent a tried and
proved man to Egypt. But Egyptian mill
owners scoffed, ridiculing any possible
petroleum lubricants. One of them was
particularly emphatic, not to say nasty.
Nobody could ever tell him that any-
thing was so good for lubricating mill
machinery as olive oil. He had always
used it; everybody used it. America
was a crazy country, anyhow. "Want
to sell me your mill?" inquired the
American representative. The owner
was willing; the American bought the
mill. He shut it down; spent a month
thoroughly cleaning the machinery, and
then started it again with American
oils and greases. A few weeks later
the former owner paid his old mill a
visit to see how it was getting along
under this strange American. He
opened his eyes very wide indeed when
he discovered that it was running well
on exactly one-half the horse-power
which he had always found necessary
to supply. He bought back his old
mill — and American lubricants were
established in Egypt. They still con
trol that market.

Quite recently a manufacturer o:
sugar machinery came to the conclu
sion that he was getting only a frac
tion of the business he ought to ge
from Brazil. He sent his best sales
man there to remain a year, with per

Delineator

Smartness

and

Utility

Sffelen Ttrydei

Miss Dryden, the distinguished young Ameri-
trrist, lias engaged to paint a series of her
striking covers foi Delineator, starting with the
i i tober i.-..-nf.

HE NEW COVERS ot Delineator are representa-
tive of the appearance ot the magazine as a whole,
with smartness the keynote of the illustrations
and the type dress.

The fashion illustrations and their arrange-
ment on the pages will appeal instantly to women who seek
the smart but wearable.

In tact, smartness and utility are the two qualities that com-
bine to make Delineator.

Nothing could be more modernly practical than the serv-
ice or Delineator Home Institute under the direction of Mrs.
Mildred Maddocks Bentley.

The Studio ot House Decoration, the Beauty Department
under the guidance ot Celia Caroline Cole, and all the other
divisions of Delineator service are conceived and conducted to
be ot genuine usefulness to the progressive woman.

Fiction — the kind that appears first in Delineator and then,
in book form, becomes a "best seller.,, In October Delineator,
Kathleen Norris begins her searching new novel ot American
marriage.

Beginning with November, when Delineator and The De-
signer are combined under the name Delineator, the price of
the magazine will be increased to twenty-five cents.

The guaranteed circulation, from November, is 1,250,000.

As the present combined circulation is 1,700,000, obviously
the advertiser will, for some time to come, be receiving several
hundred thousand excess circulation.

The November issue will appear the first day ot November.

THE BUTTERICK PUBLISHING COMPANY

S. R. LATSHAW, President

■<■'■: J

j:i. jj'j .Si -

t- al Sl- =ii w ■«• a

ijTS hi a a: 7 ,7^;;

September 8. 1926

ADVERTISING AND SELLING

emptory written instructions on no
account to try to sell a dollar's worth
of machinery — just to make the ac-
quaintance of every sugar mill and its
responsible officials throughout Brazil;
to investigate thoroughly and report
elaborately on each plant and its equip-
ment down to pulleys and shaftings,
with blue prints if necessary; and to
make confidential criticisms and sug-
gestions. The salesman, being a sales-
man, tired of "investigating" after a
few months and cabled home for per-
mission to take some of the orders
which were actually being handed to
him. Permission was refused. Toward
the end of the year he wrote home that
he had not quite concluded his survey
of the Brazilian field; it would require
about three months more time. He was
told to remain and finish thoroughly.
At last he returned; got fresh inspira-
tion at the home plant, learned about
some new machines and improvements
on old ones, and studied thoroughly his
Brazilian reports, spotting each mill's
weakness. A year later he went back
to Brazil — this time to sell. He did sell.
They say there is scarcely a sugar mill
in all Brazil that has not some of his
machinery in its equipment, while there
are some which threw out old plants
entirely to make room for new instal-
lations from this manufacturer. He,
too, was in earnest about exporting.

THERE are many famous soaps in
the United States. The makers of
one brand decided in 1913 upon an ag-
gressive campaign in Australia and New
Zealand. A total of $75,000 was ap-
propriated for a campaign which was
to include advertising in various forms
and a house-to-house distribution of free
samples of this new specialty in soaps.
The campaign was carried out; whole-
sale orders began to arrive from the
manufacturer's Australasian agents.
War broke out in Europe and the im-
portation of all kinds of soap into Aus-
tralia and New Zealand was prohibited.
The manufacturer had little enough to
show for his $75,000. Still he had been
and he continued to be in earnest about
this business. As soon as the embargo
was lifted, years later, he started anew.
He knew the possibilities; he was de-
termined to make the most of them.
He had lost $75,000, but that was the
fortune of war. The fact had no bear-
ing on possibilities for future profit-
able business. Why not be in earnest
still ?

Lots of people fancy themselves to
be in earnest about exporting, when
all they really want is to get a foreign
order now and then. They even flatter
themselves that they are doing an ex-
port business, and boast of it when
they make a half-dozen shipments
abroad in the course of twelve months.
But one order now, another in six
months, does not make export trade.
The man who is in earnest wants and
intends to get every possible order that
a given market, or a given customer,
can be made to yield by dint of care-
fully-studied, shrewdly-devised sales
policies. They are usually very much

if automobile
and real

estate advertisers
find Sunday
newpapers
good sales media
for large

money units, why
don't more
general national
advertisers
cultivate the
Sunday field —
Detroit Times
over 300,000.

ADVERTISING AND SELLING

September 8, 1026

YOUR SECOND MEDIUM
IN DALLAS

A Message to National Advertisers

The first choice of national
advertisers in the Dallas
market is The Dallas Morn-
ing News.

The News carries about as
much national advertising as
all other Dallas papers com-
bined.

But what is the second
choice?

In steadily increasing
numbers the space-buyers of
America are listing The Dal-
las Journal in combination
with The News.

The Journal is an im-
mensely popular, clean and
wide-awake paper. It covers
the city without greatly du-
plicating The News' cover-
age, for no two papers were
ever sold (to readers) more
independently of each other.
* * * *

The News and The Jour-

nal are sold at an optional
combination rate that means
the added advantage of max-
imum economy.

Records of national adver-
tising gains during 1926
show The News in the lead
and The Journal an easy
second.

The News and The Jour-
nal are members of the A.
B. C. The Journal has the
largest A. B. C. city circula-
tion that can be bought.

One order, one billing, one
set of plates, mats or copy
are sufficient.

Efje Ballas iWotminfi i)f ujs
&f)e Dallas Journal

An Optional Combination

Surveys

Seventeen years of experience, local fa-
cilities in 220 cities; immense, unequalled
files of data on 487 industries; personal
guidance of the pioneer and leader in Com-
mercial Research — J. George Frederick.

Prices Moderate

THE BUSINESS BOURSE

15 West 37th Sl Now York City

Tel.: Wisconsin 5067

In London, represented fay Bustnesi Reutirch

Service. Aldwyeh Houw. Strand

it's not merely

a "klever kut-out"

it's an

EIMADN FMEM/IN

WINDOW DI/PMY

si i E.72dSt.
Rhinelander 3960 I
.New YorlcCity J

the same policies that are successfully
utilized in domestic markets extended
into foreign fields, with only the slight
modifications suggested by a knowledge
of conditions ruling in foreign markets
and the differeng psychology of other
peoples of the world. He may not have
$75,000 to spend; he may have only
$5,000, but the man who is really in
earnest about wanting any export busi-
ness realizes that he cannot get some-
thing for nothing, and consequently
aims to utilize whatever expenditure
he can afford in a fashion that his do-
mestic business has taught him is sci-
entific and effective. He is equally in
earnest about getting business both in
Chile and in California.

Wholesalers' Salesmerr

[CONTINUED FROM PAGE 40]

saler, frankly, cannot afford to do this.
Therefore, squeals come from the
manufacturer. A business-like research
of the market would disclose the exact
sales-finance position of the article on
the market, and point out what in the
way of greater margin or advertising
expenditure is necessary to move the
goods and make it an economic propo-
sition. Most of the yelping about the
wholesaler is from those who expect
him both to create a demand and to
fill it — all on fifteen per cent.

If adequate advertising, adequate
plans for getting action from whole-
salers' salesmen were laid, there would
not be so much talk about the whole-
saler being a back-number. He is a
pretty live factor yet — and will be when
all his present-day critics are dead.

^--iBEU-

The Fietion Writer in
the Cozy Room

[CONTINUED FROM PAGE 27]

The writer in the copy room has
stopped the fiction writer, using the
tricks of his craft.

The magazine covers that Mr. Dana
files at the Newark library all tell
stories. In sharpness of focus and
speed of narrative, they are the short-
est of short stories. Some of the fic-
tion incidents in current advertising de-
serve a place in his collection.

The first short story used in adver-
tising was as wooden as the first Amer-
ican novels. It ran only two words in
length, was illustrated, and endeavored
to raise a common commodity to the
imaginative plane. The article was
hair restorer, and the story. "Before —
After." More skillful effects were the
advertising characters like "Sunny
Jim," and the imaginary fairylands,
like "Spotless Town." But "Sunny
Jim" would probably not be considered
a successful advertising appeal, cer
tainly not as successful as "Jim Hen
ry," and for this there is an explana-

September 8, 1926 ADVERTISING AND SELLING 53

Linage — -
An Elusive Rainbow

Many advertisers and agencies place undue
importance upon linage figures per se.

The methods of publishing newspaper linage
figures are still in embryo.

So the space buyer's microscope should be
placed upon revenue, upon rates, when apprais-
ing linage.

The truth is that much linage is printed to
impress the buyer. Advertising published in
"trade" or contingent upon ingenious dis-
counts, or at cut rates, or in spite of poor
credit, frequently places the stronger medium
at an apparent disadvantage.

Advertising linage is a most important gauge
of a periodical's value, but means nothing if
not paid for at full rates.

E. Katz Special Advertising Agency

Established 1888

Publishers' Representatives

Detroit

New York

Kansas City

Atlanta

Chicago

San Francisco

ADVERTISING AND SELLING

September 8, 1926

OKLAHOMA

cNations Business finds
Center of Countru'i

REPRODUCED here is the September business
conditions map exactly as it appeared in
"Nation's Business", official magazine of the
U. S. Chamber of Commerce. Notice Oklahoma—
every foot of it — is "White"; completely surrounded
oh all sides with prosperity.

Those who made this map are skilled in feeling the
pulse of business, in measuring the trends of com-
merce. It is uncolored by enthusiasm.

Wheat, corn, cotton, zinc, coal, building and manu-
facturing— each of these has contributed to this un-
equalled prosperity.

There is no mistake about it. Oklahoma today is the
nation's most favorable market.

In planning any Oklahoma campaign, these two facts
are paramount — the Daily Oklahoman and Oklahoma
City Times thoroughly and alone cover the great
Oklahoma City market. The Oklahoma Farmer-
Stockman, Oklahoma's only farm paper, offers ready
access to 176,000 prosperous farm homes.

Further information upon request.

% Daily Oklahoman
Oklahoma City Times

Oiowitfhly arid alone i^WJVer ifcOMakmaGty Market

Circulation 140,000 Dail> — 83,000 Sunday

Repress

E. KA1

Advertis]

New YorJ
Detroit j
Atlanta

V \\ \

ADVERTISING AND SELLING

is all

Oklahoma

FMP-

& OKLAHOMA

Qklahomas Only %rm Paper

Circulation Over 175,000

ADVERTISING AND SELLING

September 8, 1926

New

McGraw-Hill
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This new book by B. Roland Ball la .1 text («r
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It explains fundamental principles comprehen-
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AND ADVERTISING

461 pa?es. 5x8, illustrated, S4.00

This: book presents a sound discussion of the
prafticLil application of psychological pi Inciples to
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This hook explains how people buj and ho«

they can be sold. It analyzes the buying process
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every purchase at bedrock around which even
selling effort centers.

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ILLUSTRATION IN
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319 pages 6x9, 212 illustrations. S4.0O

This book gives a thoroughly constructive <ii-
[Mission of the use of Art to increase tin' effective
in.- of Advertising.

It considers advertising illustrations in their
relation to the copy, to the product, 10 the market
and to the psychology of the consuming public
Practically every illustrative treatment la given
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tion: "Sunny Jim" with his fantastic
philosophy of "pep" in breakfast food
was not so good a piece of character
drawing as the imaginary salesman,
"Jim Henry," who purports to be tell-
ing what he has learned about shaving
cream during a long selling career. A
very striking example, showing the
difference between bad fiction and
good, occurred during the early adver-
tising of Omega Oil. The manufacturer
tried to link his product with an arbi-
trary advertising character: the "Ome-
ga geese." The original geese were
taken from a European painting. Every
advertisement had some sort of goose
picture, and the commodity enjoyed a
certain success. But it never got its
real sales stride until a switch was
made to the photographic Omega Oil
people still to be seen: homely folks
from everyday life, using the remedy
for pains and aches.

NOW the advertising pages are filled
with people who eat yeast, wash
their fine things with soap chips, keep
their families warm in zero weather,
and make out their income tax returns
with joy. The trends in popular fic-
tion are echoed in advertising fiction.

Story writers have used animals, in-
sects and fairies as characters. The ad-
vertising fictionist must often go fur-
ther, finding his characters in commod-
ities. Here is a short advertising tale
about a United States mail bag. It<=
personality is sketched in a few
strokes. The mail sack is as heavy as
lead, tough as dried leather, "water-
proof, rough inside and out, and it
leads a strenuous life. The reader sees
it being thrown off trains in its roam-
ing, adventurous existence. A fiction
writer might begin where the descrip-
tion leaves off and make the mail bag
figure in a story of mystery or ro-
mance. The advertising writer uses
the impression he has made by fiction
methods to show that your catalogue
travels a rocky road to the customer,
and consequently needs a good mailing
envelope.

The fiction principle offers a line of
least resistance for many commodities,
provided it is well done. People go
through the magazines looking for en-
tertainment in the form of the short
story. A short short story about a com-
modity can be entertaining, and so can
advertising be, if it tells a virile story
about the commodity, with characters
that magazine readers will want to
know, and incidents that reveal some-
thing worth knowing.

The fact is that advertisers are al-
ready monkeying with the fiction ap-
peal. See the hundreds of artless char-
acters smirking from the advertising
columns, and see the banal conversa-
tions that take place between them
about the merits of Goof's beauty
cream or Spoof's razor strop. It is be-
ing done, but well done in only very
few cases.

Put the real fiction writer in the
copy room !

Column

In which inf/T
be told stories I
of direct-mail !
campaigns he I
has created. JJ

-»♦■

Direct Advertising
the Salmon Tower Building

THE new Salmon Tower Building, which
will shortly tower 32 stories above 42nd
Street, near 5th Avenue, New York —
on the best-known spot in the world — will
find its tenants through direct-mail adver-
tising.

The campaign which has been created will
be quite in keeping with the imposing
structure. Fourteen mailing pieces, each
printed in three colors and gold, will be
mailed regularly to a select list of prospective
tenants, telling them of the advantages to
be gained by having their offices located in
this desirable building.

In a test campaign but 128 letters were
mailed relating to space in the Salmon Tower
Building, and up to the time of preparing
this column 41 replies have been received, lb
of which were signed by presidents, 17 by
vice-presidents — all of them by executives,
bach concern written to is rated AAA1

This organization has become favorably
known for the successful direct-mail cam-
paigns it has produced, in which com-
modities ranging from 5-cent caramel clips
to hall-million dollar vachts have been
economically sold through direct advertising.
It will always be glad to talk with concerns
who are more interested in judging a cam-
paign by its sales cost rather than by the
cost per thousand mailing pices

SWEETLAND ADVERTISING
INCORPORATED

Direct-Mail Campaigns

25 WEST 44th STREET. NEW YORK

September 8, 1925

ADVERTISING AND SELLING

What are your Advertising Plans

for 1937?

MANY second-best sellers
in every class of mer-
chandise today were once the
leaders in their particular line.

Many articles of everyday
use that your mother thought
peerless your good wife sim-
ply will not use.

In every home you will find
packages dusty from lack of
use. People once considered
them the best money could
buy. Lately, thev tell you,
"we don't seem to find so
much need for this stuff."

And there on the pantry
shelf they remain. Dead as
far as present or further use
in that household is con-
cerned, but very much alive to
stop further sales when friends
or visitors mention the brand
name.

The public may not be
an unfailing judge of quality;
but, like Babbitt, it knows
what it likes.

Sometimes the good old
quality has been shaved a

trifle. In a few cases a better
product for the money has
come along. But generally
you will find that 1926 usage
demands a slightly altered
conception of the product and
its advertising presentation.

Gradually, a once popular
laundry soap falls into dis-
favor with a generation edu-
cated to the advantages of a
washing machine that favors
soap flakes. The demands for
large size grand pianos slack-
en as the rising value of city
real estate cramps the size of
apartment-house rooms.

Even a standard commodity
such as candy demands stud-
ied freshness of presentation
in package and copy.

One duty of a modern ad-
vertising agency is to keep
its ear closely tuned to the
vibration of the consumer's
purse-strings.

Working with a far-sighted
advertiser, market develop-
ments can often be sensed and

influenced years in advance.
The advertising of Arm-
strong's Linoleum for every
floor in the house — when most
other linoleum manufacturers
were content to sell for kitchen
and bathrooms only — is one
example of an advertiser plan-
ning for 1927 in 1917.

The advertising of Warren's
Standard Printing Papers is
another example — this time
taken from the field of busi-
ness use.

By presenting through their
advertising the value of direct
mail as an aid to help you
buy or sell, the S. D. Warren
Company have made as un-
interesting a subject as blank
sheets of printing paper in-
teresting to the reading pub-
lic. And they have created a
broader market for paper as a
whole and carved for them-
selves an envied niche in that
broadened market.

What are your advertising
plans for 1937?

GEORGE BATTEN COMPANY, Inc.
^Advertising

GEORGE BATTEN COMPANY, Inc. •* new york ■* Chicago * boston

ADVERTISING AND SELLING

September 8, 1926

PLANNED
ADVERTISING

Reg. V. S. Pat. Off.

How to write
advertisements
that will sell
your goods

Advertisements which rank as
"Al" are as scarce as star
salesmen. Although you may have
had a star salesman you may doubt
if it is possible to secure Al ad-
vertisements.

Such advertisements are not built
on the mle-of-thumb or hit-or-miss
basis. They are produced only after
hard work, after a digging for the
facts concerning your product which
interest the consumer who, after all,
is king. His wishes must be consid-
ered if you are to secure his patron-
age.

Plan Method of Fact
Finding

The facts which interest the con-
sumer and break down the sales re-
sistance are dug out under our
"Plan'' method of working.

A plan as we build it represents the
work of six to twelve of our men
covering a period of from two to four
months. These men apply to your
business, with the unprejudiced view-
point of an outsider, their widely
varied, intensely specialized experi-
ence. The result of such work is a
complete, practical, definite marketing
plan with a set of recommendations
and budget of expenditures and sales
expectancy.

"How to write advertisements that
will sell your goods" is one of the
problems covered. In the plan we
tell how such advertisements should
be written, why they should be so
written and we illustrate them by an
exhibit.

Isn't this an
Opportunity?

Because this plan is built for a nominal
fee agreed upon in advance and because
there is no further obligation after the
plan is delivered, isn't this an opportunity
for you to judge the ability of a compe-
tent advertising agency actually at work
on your product, before you give it author-
ity to spend money?

It is something like paying to a salesman.
"We'll take you on for four months. We'll
pay you so much money, with the under-
standing that at the end of the time you
go or you stay on the basis of the results
which you have shown." "Planned Adver-
tising" makes exactly the same sort of a
proposition to you.

CHARLES W. HOYT COMPANY

Incorporated

Planned Advertising

lira. V. 8. Pat. Off.

116 West 32nd St., New York

Boston Springfield, Mass.

Winston-Salem. N. C.

What Has Become of
Staple Merchandise?

[CONTINUED FROM PAGE 21]

an automobile interior and a famous
continental artist re-styles a fine old
car.

A writing paper house advertises
that they keep a fashion expert abroad
"who discerns with practised eye the
newest note in color, the latest oddity
of design, all the gay movements of the
mode."

THERE are styles in clothes, cars,
foods, drinks, restaurants, travel —
and dogs. The breeder and pet dealer
now must needs watch for style changes,
for breeds come and go almost as quick-
ly as clothes styles come and go. We
almost have spring and fall modes in
dogs.

House furnishings, decorations, table
settings and architecture feel the
changes, too: in new styles in antiques,
in Turkish rugs, fashionable three years
ago and now bought in plain colors
without patterns. Now crystal — now
colored glassware. Styles in flowers,
gardens, games. Change — change,
nothing but change. New perfumes,
new rouges, new lipsticks, new vanities.
Knick-knacks and novelties. New ways
to spend our enormous surplus income.
People ask: not, "Is it durable?" "Is it
sound?" "Is it made by craftsmen?"
but, "Is this the latest thing?"

America is just emerging from its
pioneer chrysalis and bursting forth a
big, bright butterfly — perhaps a little
gaudy. Pioneer overalls and Mother
Hubbards are gone forever. Horse and
buggy ideas have given way to gas en-
gine ideas. Business cannot jog trot:
it must go at sixty miles an hour or
drop back.

Starting with the war we have raised
our capacity to produce enormously.
Industry has discovered that high
wages induce high production. The
manufacturer is making more. The
public is able to buy more.

Everybody goes everywhere — actual-
ly or vicariously — through magazines
or movies. Thousands "run over to
Paris or London." The movies take in
55,000,000 paid admissions per week.
The population has become mobile.

Automobiles or bus lines are putting
everybody in quick touch with a major
or minor commercial center. The young
have taken their elders in hand and are
showing them how to dress, dance, en-
tertain and spend.

The United States has put its st;iid
past in the closet and thrown away the
key. Almost everybody has surplus in-
come. Almost everybody is beginning
to feel the urge of a more or less crude
sophistication. We are all learning
that there is something in life besides

work, bread and drink. The instinct to
adorn, decorate and furbish life is in
full, though perhaps youthful, play.

There is a new tempo and a new tem-
per in business. A business can come
up faster — or go down faster.

Perhaps a manufacturer will think:
"Well, this talk about style is all right,
but my merchandise is staple merchan-
dise if there ever was any." But after
all, can any business be immune to
rapid changes in public usage ?

Soap ? What could be more staple
than soap? Yet the adoption of silk
stockings, silk underwear, colorful
woolens and fancy lingerie brought de-
mands for new and more delicate types
of soap.

Paints ? There are new colors in
household decorations, changing styles
every year. Doesn't a paint manufac-
turer need style advice?

Foods ? There are new fashions in
eating. The old-fashioned Sunday din-
ner is out of style; one does more en-
tertaining. A continental flavor is
creeping into our foods. We have
afternoon tea. Soda fountain lunches
exist so that stenographers can buy fur
coats and silk stockings. A tendency is
seen for every laborious cooking oper-
ation to leave the home and take its
place in the factory. Delicatessens rise,
and cubby-hole kitchens. Millions of
automobile picnics are held every Sun-
day. Doesn't a food manufacturer need
the advice of women who are abreast
of all the changes in eating habits?

TRANSPORTATION? With dozens
of Pacific Coast stores trying to get
the new merchandise first, isn't speed in
handling now enormously important?
What about the railroad manager who
lets somebody else carry goods the
same distance a day faster?

What is going to happen to manu-
facturing when retailers who know that
style makes merchandise perishable re-
fuse to buy in quantity ? Who is going1
to carry the stocks? Who is going to
finance their carrying? Ask the tex-
tile industry about the problems chang-
ing styles have brought to their busi-
ness.

What is going to happen to sound old
companies who stick to their "sound,
conservative old ideas?"

When a staple line turns into a style
line what changes are necessary in
making, advertising, selling, warehous-
ing, shipping and billing?

Business is raining new problems.
Today no one can say: "Now that's set-
tled for a year or two anyway." There
never was a time when business men
had to keep so constantly on their toes.

September S, 1<>26

ADVERTISING AND SELLING

<J$fe?

than one hundred advertisers in the
automotive and accessory field find it an
advantage to place their Outdoor Advertising with
the National Outdoor Advertising Bureau, through
the agencies which handle their advertising in other
media.

Any agency having membership in the National Out-
door Advertising Bureau will gladly give you
reliable and up-to-date information about Outdoor
Advertising.

National Outdoor Advertising Bureau

iMCOaOOftATBO

t/ln Organization Providing a Complete Service in Outdoor Advertising through e/ldvertising iJigenci&s
1 Park Avenue, NewYbrk General Motors Building, Detroit 14 East Jackson Boulevard, Chicago

ADVERTISING AND SELLING

September 8, 1926

What Makes a Trade-Name Lawful

By Gilbert H. Montague

of the New York Bar

LUMBER manufacturers, furni-
ture interests, trade papers and
J association executives, who are
professing great alarm over the Fed-
eral Trade Commission's recent rul-
ing in the so-called "Philippine ma-
hogany cases," are giving themselves
a great deal of unnecessary concern.

Nothing in the Commission's rul-
ing in any way requires that "Phil-
ippine mahogany," or any other
wood, shall hereafter be described in
the trade by its botanical or scien-
tific name.

Nothing in the Commission's rul-
ing in any way threatens the con-
tinued use of such well-established
and non-deceptive names as "Doug-
las Fir," "Red Cedar," "Poplar" and
the like.

All that the Commission has re-
quired is that, in place of the decep-
tive name "Philippine mahogany,"
some non-deceptive name shall be
adopted or coined, (like "Rayon" in
the now famous "Artificial Silk"
cases), which shall avoid all decep-
tion on the part of the consuming
public, and which will enable manu-
facturers and dealers handling this
wood to build up for it a goodwill
based on its own merits, rather than
on its confusion of name with real
mahogany.

Because certain Philippine woods
may resemble real mahogany is no
reason why they can lawfully be
called "Philippine mahogany."

"Coca Cola" imitations may pos-
sess the color, appearance, and even
the identical chemical composition of
genuine Coca Cola, yet they cannot
be lawfully sold as "Coca Cola" or
by any other name which the con-
suming public is liable to confuse
with Coca Cola.

Whether a name is, or is not a law-
ful trade-name depends on whether
the consuming public is, or is not,
liable to be deceived as to what is
described by that name.

"Irish stew," for example, is so
well established as a name describ-
ing a well-known American dish that
no one can possibly be deceived into
believing that it refers to a stew im-
ported from Ireland.

"Irish lace," on the other hand, is
in quite a different situation.

The Federal Trade Commission, in
an investigation conducted among
the consuming public throughout the
United States, found that most con-
sumers believed that "Irish lace"
meant lace made in Ireland, and as
a result of that investigation the
Commission recently ordered that
the use of the name "Irish lace"
should be discontinued, except w^hen
applied to lace made in Ireland.

Whether the consuming public is,
or is not, deceived depends on what
consumers believe, and this is al-
ways a question of fact, which can
be determined only by direct, first-
hand inquiry among scores of con-
sumers in all parts of the country.

If a substantial portion of the con-
suming public is deceived, then the
name must be disapproved as decep-
tive. If, however, most consumers
are not deceived, then the name,
even though it be one like "Irish
stew," is clearly non-deceptive and
must be approved.

In the case originally cited in this
article the consumers were unaware
that "Philippine mahogany" was in
fact not real mahogany. They con-
fidently expected when they bought
the product that they were getting
real mahogany, and were, therefore,
plainly deceived by the name. These
facts having been shown by over-
whelming proofs, as appears in the
extended findings which accompany
the Commission's ruling in the "Phil-
ippine mahogany" cases, the Com-
mission had no alternative except to
forbid the continued use of the
name.

UNDER similar circumstances,
and because of similar proofs
as to what the consuming public
throughout the country understands
to be meant by "Broadcloth,"
"Engraving," "Fashioned Hosiery,"
"Gold," "Handpainting," "Ice
Cream," "Ivory," "Leather," "Linen,"
"Linoleum," "Platinum," "Radium,"
"Sheffield," "Silk," "Sterling" and
"Wool," the Federal Trade Commis-
sion during the past few years has
issued scores of orders forbidding
the use of these names, either alone
or in combination with qualifying or
derivative words, when applied to

articles other than those meant by
these names, as these names are!
understood by the consuming public
throughout the United States, which
has been polled by the Federal Trade
Commission in various investigations
regarding these names.

THE Supreme Court in 1922 up-
held the Federal Trade Commis-
sions right to conduct such investiga-
tions, and declared that it was the
Commission's emphatic duty to order
the discontinuance of such names in
any case whenever the Commission
finds that such names are in the Su-
preme Court's own words, "calculat-
ed to deceive and do in fact deceive a
substantial portion of the purchasing
public," even though, again to quote
the Supreme Court, "the falsity of
the manufacturer's representation
has been so well known to the trade
that dealers, as distinguished from
consumers, are no longer deceived."

Deception of the consuming public
was so conclusively proved in the
"Philippine mahogany" cases that
the Federal Trade Commission would
have clearly disobeyed the Supreme
Court's peremptory command if it
had not ordered the discontinuance
of use of the name "Philippine ma-
hogany."

Only by such a ruling, indeed,
could the Commission protect against
confusion and deception the consum-
ing public and the entire furniture
trade which must rely upon lumber
manufacturers' representations as to
the wood of which their furniture is
made.

Because the Commission has found,
in the "Philippine mahogany" cases,
from the testimony of a substantial
portion of the consuming public,
that "Philippine mahogany" is actu-
ally a deceptive name, this cannot,
by any extension of logic, become a
precedent that will lead the Commis-
sion to find that "Douglas Fir," "Red
Cedar," "Poplar" and similar well-
established names are deceptive,
against testimony which can easily
be produced from an overwhelming
proportion of the consuming public
to the effect that these names, unlike
"Philippine mahogany," deceive abso-
lutely no one.

eptembor 8, 1926 ADVERTISING AND SELLING 61

GfliejefltimOr

YIYIOWYICCS a readjustment of
black and white advertising rate.

•I Effective November i, 1926, (Jan-
uary, 1927 issue) the new rate will
be $2.50 per line ^ $1070. per page.

*I Orders with definite schedules will
be accepted until November first
at present rate.

G>liejeHumor

B. F. Provandie, Advertising Director

1050 NORTH LA SALLE STREET

CHICAGO

Scott H. Bowen, Eastern Mgr. Gordon Simpson, Representative

250 Park Avenue, NEW YORK Chapman Bldg., LOS ANGELES, CAL.

B5n -^gv.j

ADVERTISING AND SELLING

September 8, 1926

A New Detroit
Hotel With A
Definite Purpose!

Equipped inthefinestandmost
modern manner — designed by
a firm of world-famous hotel
architects — directed by a man
thoroughly versed in every
phase of hotel management,
the function of the new Savoy
in Detroit will be to supply
first-class hotel accommoda-
tion at moderate rates.

The Savoy has 750 rooms with
baths, and is situated just six
short blocks north of Grand
Circus Park, on Woodward
Avenue at Adelaide Street.

It was designed by Louis and
Paul L. Kamper (architects of
the Detroit Book-Cadillac
Hotel) and has as its managing
director, A. B. Riley, formerly
manager oftheBanctoft Hotel,
Saginaw, Mich. The Savoy's
rates are $2.50, $3.00 and
$3.50, with suites and sample
rooms ranging in price from
S5.00 to $12.00.

The cuisine of the Savoy is unsur-
passed. Outstanding features of the
Hotel are the Bohemian Room,
theCoffee Shopand the Food Shop
— the walled-in Garden Court —
the International Suites (each dec-
orated in the national style of some
foreign country) — the 20-chair
barber-shop and the 18-booth
beauty parlor — the Emergency
Hospital, with a nurse in constant
attendance the Valet and Check-
ing service -the Florist's Shop —
the Humidor —and the Gift Shop.

The Savoy opens fot business on
September 15.

A. B. RILEY, Managing Director

Rooster -Crows
and Results

[continued from page 22]

T)etroiU

■ ■■■ ■■■■■! ■ ati«;iBiaii«ja..«

a little private introspection, detect
traces of these egocentric motives in
his strictly business literature. No pos-
sible harm can come from it so long as
he makes due allowances for this per-
sonal and anti-commercial element. On
the other hand, he may find that
through such advertising comes to him
one of life's greatest gratifications —
the opportunity for self-expression!

YOU may, perhaps have noticed that
the passenger on the back seat of a
car always feels that he — or she — could
drive better than the person at the
wheel. Also the inherent conviction
everyone has that he — or she — could
write a first rate play or novel, if the
time could only be spared. Take these
two instincts together, multiply them at
will, and you will not exaggerate great-
ly the feeling ninety out of every hun-
dred business men have toward their
advertising. Undertakers entirely es-
cape their client's competition. Lawyers
generally do; doctors sometimes; ad-
vertising men never!

Universal and compelling as is the
pleasure of seeing one's name in print,
it dwindles to nothing compared to the
joy of seeing one's own words flash in
clear black type into every home in the
country, state, nation. Men who never
will have time to write the great
American novel can still thrill with the
pleasant pangs of authorship. They
correct advertising copy and revise lay-
outs with deadly seriousness. So far so
good.

But, with an honestly clear con-
science they spend thousands of dol-
lars of the firm's money to place this
masterpiece of theirs before perfect
strangers, who, for some never ex-
plained reason, they suppose will read
it. Just as every engaged couple hon-
estly thinks the coming wedding an
event of worldwide importance; just as
every young mother honestly thinks her
first born the only baby worthy of se-
rious consideration; just so enthusi-
astically does every new advertiser pa-
rade as universal facts his personal
preferences and individual experiences.

Once more, we repeat, this is a quite
natural and entirely harmless pastime,
provided the results are not taken too
seriously, businesswise, by smaller ad-
vertisers or by some younger genera-
tion of advertising men. The public
may be relied upon to protect itself
with surprising discernment!

Nor do publishers and advertising
men fool themselves. Although they
live by the sword, so to speak, their own
advertising is surprisingly stingy and
not overwhelmingly effective. This

Achilles' heel is not, as some cynic sug-
gested, due to the fact that advertising
agents and publishers do not believe
in advertising. Nor even that their
high-pi-essure young men do not solicit
each other. It is rather that their cre-
ative complex — the urge for public ex-
pression— is so thoroughly satisfied.
Where others rush into print regard-
less of expense, the advertising men
themselves scarcely bother to tread.

Regardless of the apathy of these
hardened professionals, however, adver-
tising always has and always will be a
perfectly proper means of self-expres-
sion. So long as others spend money
on privately printed books and more or
less privately produced plays, there can
be no possible objection to any man
spending money to support publications
that — at appropriate prices — dedicate a
neatly measured plot of white space to
his literary and artistic creations.

By professional courtesy the result
is always called "advertising." Fur-
thermore, under that gorgeous ubiquity
"It pays to advertise," it is given — as
is nothing else in the artistic or busi-
ness world — an unqualified blanket
guarantee of success.

A man may write a poem, put on a
play, paint a picture, sing a solo. As
soon as he attempts it professionally,
starts out to make it "pay," clarion
voiced critics warn him of weakness.
If, as generally happens, the public
agrees with the critic, our unfortunate
author, painter, or singer swiftly slides
into silence. In advertising, on the
contrary, no matter how ignominiously
he fails the first, the fiftieth, or five
hundredth time, he is still assured by
all our sacred traditions that he is
bound to win if only he has the courag
to keep at it.

WHY intelligent business men whi
no longer believe in Santa Claul
should band together so earnestly to
perpetuate these pleasant fictions is
question one hardly dares ask. For there
is nothing mysterious about an adver-
tisement, no golden Minerva to bursl
full panoplied from a godlike brain. Ni
metaphysical unearned increment that
suddenly flowers into unexpected spring.
The inexplicable power that never fails
was an excellent fancy back in the days
when advertising managers brought
their whiskers to business on tall bicy-
cles. Since then, less poetic young men
in department stores and mail-order
houses have pulled advertisements
apart to find what makes them go.
Cold-blooded psychologists have al-
ready added a good many very enlight-
ening facts.

September 8, 1926

ADVERTISING AND SELLING

Hare you a pomp account?

If you have, you are naturally interested
in any item of information which will help
widen your client's pump market and sim-
plify his selling.

Here are four separate reports recently pre-
pared by POWER on the marketing of
pumps. They are the result, in each case,
of an expert investigation conducted by our
research service.

These reports set forth such facts as: The
number of industrial plants and central sta-
tions in the United States and the various
types of pump they use; the present trends
in types of pump most in demand; the aver-
age number of new plants and replace-
ments in old plants per year; the men who
specify pumps and their buying habits; the
number of manufacturers in the field and
the conditions of competition.

We will gladly furnish you, free of charge
and without obligation, a copy of any one
or of all of these reports.

If you have no pump account at present,
but see one in prospect, the facts herein
contained may materially assist you to se-
cure it. Write!

Such reports as these typify the service POWER
is rendering to industry by exploring the mar-
kets for power plant equipment and setting
forth the facts in clear easily usable form.

Tenth Avenue

lat 36th Street

New York

POWER

A McGraw-Hill
Publication

A.B.C. A.B.P.

ADVERTISING AND SELLING

September 8, 1926

Likeness

ALL normal human beings arc alike.
ZA They all have one head, one
heart, two eyes, two bands, etc.
And in this blessed country of ours
they are supposed to he horn equal.
> el in -pile of the fact that we all have
"standard equipment" no two of us
have ever heen found in all the world
i.. be exactly alike.

With magazines, as with human be-
ins:*, the same thing is true. They
all are printed on paper, with the
same 26 characters of the English
alphabet; they all deal with ideas
and thoughts: and they all circulate
to readers — oftentimes to the same
readers.

Vet. no two are ever exactly alike.
Perhaps this i> because they are pro-
duced by human beings who are alike
and yet not alike.

Some magazines have large circula-
tions and some have small. Some
have much reader interest and some
have practically none. Some are very
attractively gotten up and printed, yet
fail to produce any results — "beauti-
ful but dumb."

You certainly cannot tell how good
a cook a gal will be from the cute-
ness of that curl in the middle of her
forehead. Neither can you tell how
good an advertising medium a maga-
zine will prove to be from the won-
derful art work it may use or its
beautiful typography. Not that the
I in I and the art work aren't desirable
hut real character depends upon
things more subtle.

In this advanced age, magazines
practically all depend upon the ad-
vertising pages for their support.
Then, a magazine to be worth its
hoard and keep, should repay the ad-
vertiser in some form or other for the
money he spends for space in its
column-.

lor
INDUSTRIAL POWER
6118 .So. Dearborn Street
Chicago, III.

n to the ftnt that
INDUSTRIAL POWER relays its cus-
tomers that reiteration is almost monoto-
nous. Hither you belin t >t ,>r you don't.
If you tybt we can fin I

for your tut in our next issue. If you
don't it cost' ng to call om

old the cards.

Economic al! Efficient! Inexpensive!
But—

This story may or may not be true,
but, I fancy, it has enough foundation
to justify its inclusion in A. & S.

An American salesman undertook to
market an ice-cream freezer in France.
He tackled the job in typical American
fashion. Every merchant on whom he
called received him hospitably, listened
intently to his "sales talk," agTeed with
him that the device was "wonderful"
but — did not order.

This sort of thing: continued for
weeks.

Finally, the American sought one of
the merchants on whom he had called
first and who had been more than ordi-
narily civil. To this man the Amer-
ican said: "Why is it, Monsieur Le
Brun, that I cannot sell this machine?
It is economical. It is efficient. It is
inexpensive."

The Frenchman's reply was: "That
is quite true. Your device is most ex-
cellent— for those who wish to make
ice-cream that way. But in France we
do not wish to make ice-cream that
way."

A Well-Trained Secretary

A man wrote a book. In it he told
of some of the many wonderful things
he had done. And tendered a lot of
advice.

Another man — who happens to know
the man who wrote the book — took ex-
ception to some of the statements in
it, and wrote the author a letter in
which he asked four or five questions —
not so much because he wanted answers
to those questions as because he wanted
the author to know that he — the ques-
tioner— did not think very highly of
the author or of his advice.

In due time the questioner received
a reply to his letter. It was as fol-
lows:

"Mr. Blank is away and the date of
his return is indefinite. As he is seek-
ing a complete rest, he has asked that
mail shall not follow him, and that
there shall be no accumulation of let-
ters upon his return. Hence I can only
acknowledge the receipt of your letter,

"nd say that it has been placed in the
files. Yours truly,

"So and So, Secretary."
I call that a masterpiece, don't you?

The Silly Season

Such weather as we had in August
was bound to produce more than the
usual number of fool sayings. The
foolest of all, it seems to me, is that of
a Chicago physician that the use of I
soap produces deafness!

Can you beat it?

Qualifications jor a bride — 1926
model

An old friend — a man who seemed to
be a confirmed bachelor — writes me
that he is engaged to be married. His
comment on his bride-to-be takes this
form: "Henrietta is no grouch; is very
active, drinks, smokes and is not musi-
cal or artistic, but I think she is a
good housekeeper and companion."

What more can a man ask for, in
these unregenerate days?

The World Do Move

It has taken a long time, but the rail-
roads have finally awakened to the fact
that the motor-bus is here to stay, and J
that it is better to have it work with,
rather than against, them.

The New Haven, for example, has
organized, as a subsidiary, the New<
England Transportation Company,
which operates no less than thirty-
seven bus lines in Connecticut, Rhode
Island and Massachusetts. Only those
who have tried in recent years to reach
branch-line points in those States know
what a blessing this innovation is.
Many a slumbering New England vil-
lage has been given a new lease of life
for, once more, it is brought in touch
with the outer world.

Same Thing! Different Words!

As showing how a competent writing
man can say the same thing in dif-
ferent words, these extracts from a
recent issue of The New York Times
are submitted :

Among those sailing on the MajestS
are:

Passengers sailing on the France in-
clude:

Sailing on the Minnewaska are:

Passengers booked on the Cedric in-
clude:

Among the Scythia's passengers will
be:

Booked on the Cameronia are:

Those booked on the Pastores in
elude: Jamoc.

September S, 1926

ADVERTISING AND SELLING

A Simple Matter of

Arithmetic —
A GOOD PRODUCT

— plus

SALES EFFORT
A RICH MARKET
THOROUGH COVERAGE
INTELLIGENT ADVERTISING

— equals

INCREASED BUSINESS FOR YOU

Mr. Manufacturer:

You have the product and the
ability to make the sales effort

WEST TEXAS is one of the richest
PRIMARY MARKETS OF THE NATION

The Fort Worth Star-Telegram and
Record -Telegram

offers a thorough coverage of this market
with net paid circulation

Over 120,000 Daily or Sunday

reaching over 1,000 towns throughout West Texas, with more circulation
in that area than any other three or four papers combined.
THE RESOURCES OF WEST TEXAS are more diversified than you will
find in any other territory. The MAJOR industries include cotton, grain,
livestock, feedstuffs, wool, oil, etc. The production of this market puts
approximately A BILLION AND A HALF DOLLARS INTO CIRCU-
LATION EACH YEAR.

SOLVE THIS PROBLEM OF ARITHMETIC by planning your adver-
tising and sales campaigns to include WEST TEXAS, and, of course, the

Quoting

Sales Management
July 10, 1926

FT. WORTH, TEXAS

Best wheat and oat crops in years
insure good late summer business
in Ft. Worth Section. Estimated
value of the crops is $60,000,000.
which will be in circulation by
August 1. Building permits in Ft.
Worth for the first sis months of
1926 exceed entire year of 1925.
Oil developments described as "fever-
ish," due to opening of new fields,
demand for gasoline and high price
of crude oil. W. E. Connell, presi-
dent First National Bank, writes,
' 'Taking it all around, I have not
seen business conditions as good in
this territory for several years as
they are at tbis time." Sales man-
agers should develop this territory
intensively this summer and fall.

Fort Worth Star Telegram

(EVENING)

JFOrt Worth j&coro-® etegtam

(MORNING)

Fort Worth star Telegram

ant) Jfort SHortb tilrcoro

(SUNDAY)

Largest Circulation in the South

Charter Member Audit Bureau of Circulations
AMO\ G. CARTER. A. L,. SHIMAN.

President and Pnhlisher Vlce-Prea. and Adv. Director

ADVERTISING AND SELLING

September 8, 1926

" Making
More Money

-|#

Advertising"

By W. R. Hotchkin

Just published!

A book devoted to the stimula-
tion of the copy-writer, chiefly —
showing how power to develop
desire for the goods is created in
the mind of the reader.

Also telling the man who pays
the bills what should be contained
in the MESSAGE that is printed
in the costly space that he buys.

This book does not intrude on
matters of typography, illustra-
tion, or mediums. It is almost
wholly confined to the author's
two specialties — merchandising
and COPY.

Mainly for workers on the
job; but with a special section
for beginners in advertising
writing.

A book created out of the
quarter-century experience and
study of the author as Advertis-
ing Manager ten years for John
Wanamaker, New York ; three
years for Gimbel Brothers, New
York, and a dozen years as pro-
motional writer, counsellor and
critic for hundreds of stores in
the United States and Canada.
Author of "The Manual of Suc-
cessful Storekeeping" and "Mak-
ing More Money in Storekeep-
ing," and a frequent contributor
to "ADVERTISING & SELL-
ING,"

The book presents a graphic
picture of retail advertising and
merchandising processes that
should be interesting to all agents
whose clients' products are sold
in stores.

The copy ideas and stimulation
will prove quite as valuable for
National Advertising as for local.

Price. $3.

Published and Sold by ihe
Author —

W. R. Hotchkin, Associate
Director. Amos Parrish «Jt Co.,
Suite 8(17. Farmers Trust
Bldg., IT.-> Fifth \ve.. New
York, N. Y.

How One Company
Controls Production

[CONTINUED FROM PAGE 34]

to sell, next year, so
cases of our goods

many thousand
in this territory."

THE estimate reaches the branch
manager. He may think the figures
for this, that or the other brand too
high — or too low. He asks the jobbing
salesman for further information.
"Why do you think you can sell, next
year, eight thousand cases more of
such and such a brand than you sold
this year?" Or, "You say you can sell
only 16,500 cases of 'Meteors' in 1926.
Sales for 1925 were in excess of 20,-
000 cases. Please explain." These and
similar questions are answered. The
estimate may be changed. It may not.
In either case, it is finally "O.K'd" by
the branch manager and mailed to
headquarters. Other estimates from
other jobbing salesmen and other
branch managers have been received.
Each, as it comes to hand, is studied
by the sales manager and the vice-
president in charge of sales. If those
gentlemen are satisfied that the esti-
mates are as they should be, they ac-
cept them. If not, they ask for addi-
tional information.

The estimates are then combined
and take some such form as Budget
No. 1.

The figures shown in this table are
not merely for the information and
guidance of the sales department.
They are accepted by the manufactur-
ing department as its authority to
make and have on hand, ready for ship-
ment each month, the quantities shown.
The purchasing department accepts
them as authority to buy and deliver
at each factory a sufficient supply of
raw materials to satisfy each factory's
needs. They serve still another pur-
pose: they make it clear to the treas-
urer of the company what financial
arrangements he must make, month by
month.

In other words, early in January of
each year, not only does the sales de-
partment know how many cases of each
brand it should sell, each month, but
each factory manager, the purchasing
agent and the treasurer know what
they must do. To make assurance
doubly sure, an interdepartmental com-
mittee meets once a month to review
actual performance as against quotas.
Have sales fallen off? If so, where and
why? Is production above or below
the quota established for each brand?
Why? What about raw materials?
And financing? All these matters are
considered, and when the meeting ends,
every man who has attended it knows
pn riscly where he stands.

But the sales budget is only one of
several budgets which govern the ac-

tivities of the Blank Company. Every
branch manager has his own territorial
sales budget which shows, by months
and brands, what is expected of him.
(See Budget No. 2.) Every jobbing
salesman likewise has his budget,
which shows the number of cases — by
brand and month — he has promised to
sell to jobbers in his territory. Factory
managers work on a budget — that is,
they operate on a schedule which calls
for the production, each month, of so
many eases — no more, no less — of the
various brands which the Blank Com-
pany manufactures. (See Budget No.
3.) And, finally, the work of the retail
salesmen is planned so that they
know how many calls and how many
sales a day they should average and
what their sales should average per
week in dollars and cents. The re-
quirements are not unreasonable, for
they are based on past experience.

When a salesman enters the employ
of the Blank Company, he is told that
his value to the company depends on
his ability to maintain a certain vol-
ume of sales in the territory to which
he is assigned. He is also told that
his salary is based on the expectation
that he will do this; that if he fails,
after having been given a fair trial,
he must not expect to retain his posi-
tion, but that if he makes a showing,
noticeably better than his quota, his
salary will be increased — without his
asking.

THE average number of calls per day
which retail salesmen are expected
to make is twelve. This is not an ar-
bitrary figure; nor does it make unrea-
sonable demands on the salesman. It
is an eminently fair figure, accepted
as such by the salesmen themselves
because it is based on experience which
covers a period of years.

The average number of sales per
day which retail salesmen are expected
to make — and which they must make
if the volume of sales in their terri-
tories is to be maintained — is 'five.
This, again, is not an unreasonable
figure.

I do not feel free to give details of
the daily, weekly or monthly sales ex-
pected of retail salesmen. All I care
to say is that the figures are reason-
able. Any man who has selling ability,
is willing to work, and does work, can
achieve them without superhuman ef-
fort.

That quality of "reasonableness" is,
perhaps, the outstanding characteristic
of the Blank Company. No man or
woman in its employ is asked to do the
impossible. "Strong-arm" sales
methods are not permitted. No sales-

WESTVACO SURFACE FOR

EVERY PRINTING NEED

-^m^m^.

ight 1916 ifest Virginia Pulp S? Paper Company

See reverse side for list or distributors

The Mill Price List Distributors of

WESTVACO MILL BRAND PAPERS

The Chatfield & Woods

Company

20 \V. Glenn Street, Atlanta, Ga.

The Arnold-Roberts Company
Augusta, Me.

Bradley-Reese Company

308 W. Pratt Street, Baltimore, M,l.

Graham Paper Company
1726 Avenue B, Birmingham, Ala.

The Arnold-Roberts Company

180 Congress Street, Boston, Mass.

The Union Paper & Twine
Company
Larkin Terminal Building,
Buffalo, N. Y.

Bradner Smith & Company
353 S. Desplaines Street, Chicago, III.

West Virginia Pulp & Paper

Company
732 Sherman Street, Chicago, III.

The Chatfield & Woods

Company

3rd, Plum & Pearl Streets,

Cincinnati, 0.

The Union Paper & Twine

Company
116-128 St. Clair Avenue, N. W.

Cleveland, 0.

Graham Paper Company

1001-1007 Broom Street, Dallas, Texas

Carpenter Paper Company

of Iowa

106-112 Seventh Street Viaduct,

Des Moines, la.

The Union Paper & Twine

Company
551 E. Fort Street, Detroit, Mich.

Graham Paper Company

201 Anthony Street, El Paso, Texas

Graham Paper Company

1002-1008 Washington Avenue,

Houston, Texas

Graham Paper Company

332-336 W. 6th Street, Traffic Way,
Kansas City, Mo.

West Virginia Pulp& Paper Co.
122 East 7th Street, Los Angeles, Cat.

Mill Rrice List

"Telvo -Enamel
tMaronette Enamel

SterlingEnamel

cT4/estmont Enamel

"WestvacoFoldingEnamel

Pinnacle Extra Strong
Embossing Enamel

°TM>stvaco Ideal Litha

°Wstvaco SatirTMi ite
Translucent

<>MestvacoCoated'PostC!ard

ClearSpringSuper

ClearSpringEnglishFinish

ClearSpring Text

Vfestvaco Super

'WstvacoMF

°~tfestvaco Eggshell

^Minerrdnond

Origa Writing

VfestvacoJM/neogmph

Vtestvaco IndejtBristol

"TfestvacoTbstCard

Manufactured by

WEST VIRGINIA PULP

& PAPLR COMPANY

The E. A. Bouer Company

175-185 Hanover Street,
Milwaukee, Wis.

Graham Paper Company

607 Washington Avenue, South,

Minneapolis, Minn.

Graham Paper Company

111 Second Avenue, North

Nashville, Tenn.

The Arnold-Roberts Company
511 Chapel Street, New Haven, Conn.

Graham Paper Company

S. Peters, Gravier & Fulton Streets,

New Orleans, La.

Beekman Paper and Card
Company, Inc.

137-141 Varick Street
New York, N. Y.

West Virginia Pulp & Paper
Company

200 Fifth Avenue, New York, N. Y.

Carpenter Paper Company
9th & Harney Streets, Omaha, Neb.

Lindsay Bros., Inc.

419 S. Front Street, Philadelphia, Pa

The Chatfield & Woods

Company

2nd & Liberty Avenues,

Pittsburgh, Pa.

The Arnold-Roberts Company
86 Weybosset Street, Providence, R. I.

Richmond Paper Company,
Inc.

201 Governor Street, Richmond, Va.

The Union Paper & Twine

Company
25 Spencer Street, Rochester, N. Y.

Graham Paper Company
1014 Spruce Street, St. Louis, Mo.

Graham Paper Company
16 East 4th Street, St. Paul, Minn.

West Virginia Pulp & Paper

Company

503 Market Street, San Francisco, Cal.

R. P. Andrews Paper

Company
704 1st Street, S. E., Washington, D. C.

R. P. Andrews Paper

Company

York, Pa.

September 8, 1926

ADVERTISING AND SELLING

man is allowed to over-sell his cus-
tomers. No prizes are given to the
salesman who makes the best showing.
Almost never are the factories asked to
increase output beyond the figures
shown on the budget. As a result, the
operatives are assured of regular em-
ployment. Shut-downs and overtime
are equally rare. Nor do unsold goods
pile up in warehouses, eating their
heads off in rent, interest or capital in-
vested:

Budgeting! That is the explana-
tion.

(In an early issue of Advertising and
Selling, Mr. Campbell will tell how the
Blank Company controls Selling Cost. —
Editor. )

Facts vs. Superlatives

[CONTINUED FROM PAGE 36]

vertiser who is content to tell the spe-
cific and unique features of his product.

Occasionally someone points out that
Phineas T. Barnum, who coined for the
big top that grandiloquent phrase, "The
Greatest Show on Earth," was a highly
successful advertiser. He was. A trust-
worthy biography of Barnum discloses,
however, that he employed his superla-
tives in a humorous, and not in a
serious, vein. He sought to be consid-
ered a humbug because the amused
skepticism of the public increased its
curiosity concerning Barnum's museum
and his circus. The pyramided adjec-
tives produced the desired effect, but,
as Barnum knew very well, they ob-
tained results chiefly because of their
suitability to his peculiar business, and
because of their novelty at the time.

However effective such copy may
have been in advertising collections of
freaks, elephants and acrobats, it is not
sound advertising today for stocks and
bonds, for foods, clothing, cosmetics,
motion pictures, radio sets, or house-
hold conveniences. It attaches to other-
wise credible statements too much of
an atmosphere of humbug.

In the retail field this vaunting ten-
dency is frequently expressed in such
language as: "The greatest sale in
Zenith by the greatest store in Zenith."
Even supposing that such a statement
were true of sale and of store, does it
reassure the customer that garments
advertised as silk are silk, that the
listed marked-downs were not previous-
ly marked up for the occasion, or that
all seconds will be sold as such?

The average consumers may not be
rational creatures, or even reasonable
ones, but their wants are simple. They
are not looking for the millennium in
any field of merchandise, but they can
be interested in an article which will
add to their comfort, health, enjoyment
or security. The suburbanite wants a
lawn mower which will cut his grass
effectively; he is suspicious of the ma-
chine which is advertised to do the
work of seven gardeners. He will buy
a pleasantly fragrant pipe tobacco at
a reasonable price, even though it may
be a great deal less than "The Best in

The Telephone and the Farm

There was not a farmer in the world fifty years ago
who could talk even to his nearest neighbor by tele-
phone. Not one who could telephone to the doctor
in case of sickness or accident. Not one who could
telephone for the weather report or call the city for
the latest quotations on his crops. Not one who could
sell what he raised or buy what he needed by tele-
phone. A neighborly chat over the wire was an im-
possibility for the farmer's wife or children.

In this country the telephone has transformed the
life of the farm.

It has banished the loneliness which in the past so
discouraged the rural population and drove many
from the large and solitary areas of farms and ranches.

It is a farm hand who stays on the job and is ready
to work twenty-four hours every day.

The telephone has become the farmer's watchman
in times of emergency.

It outruns the fastest forest or prairie fires and
warns of their approach. It has saved rural com-
munities from untold loss of lives and property by
giving ample notice of devastating floods. Three
million telephones are now in service on the farms,
ranches and plantations of the United States.

American Telephone and Telegraph Companv
and Associated Companies

BELL

SYSTEM

IN ITS SEMI-CENTENNIAL TEAR THB BELL SYSTEM LOOKS TOR-
WARD TO CONTINUED PROORESS IN TELEPHONE COMMUNICATIOIC

$124,342.25

Worth of Merchan-
dise Sold by Letters

At a Cost of Only Si, 552. 24. A copy of the letter
sent you free with a 212 -page copy of POSTAGE
MAGAZINE for 5 0c.

POSTAGE Is devoted to selling by Letters, Folders.
Booklets. Cards, etc. If you have anything to do
with selling, you can get profitable Ideas from
POSTAGE. Published monthly. $2,00 a year. In-
crease your sales and reduce selling cost by Direct-
Mall. Back up your salesmen and make It easlei
for them to get orders. There is nothing you can
say about what you sell that cannot be written.
POSTAGE tells hr-w. Send this ad and 50c.

POSTAGE. 18 E. 18th St.. New York, N. Y.

"99% MAILING LISTS"

Stockholders — Investors— Individuals— Business firms for
every need, guaranteed — reliable and individually com-
piled.

Standard <£■ C f\f\ Per
Charge CpO.UU Thousand

There Is no list we can't furnish anywhere. Catalogue
and information on request.

NATIONAL LIST CO.

849A Broad St.

Newark. N. J.

ADVERTISING AND SELLING

Septemb°j- 8, 1926

The Architectural Record-6,635

The second journal
The third journal
The fourth journal
The fifth journal

5,W
4,660
4,513
4,186

On request — latest A. B.C. Auditor s Report — new
enlarged and rei-ised edition of "Selling the Archi-
tect" booklet — latest statistics on building activity
— and data on the circulation and service of The
Architectural Record, with sample copy.

(Net Paid 6 months ending December, 1925—11,537)

The Architectural Record

119 West Fortieth Street, New York, N. Y.

Member A. B. C. Member A. B. P., Inc.

5& STANDARD
ADVERTISING
REGISTER.

Gives You This Service :

1. 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 1500 advertising agen-
cies, their personnel and
accounts of 600 leading
agencies.

4. The Geographical Index,
National advertisers ar-
ranged by cities and
states.

5. Special Bulletins. Latest
campaign news, etc.

6. Service Bureau. Other in-
formation by mail and
telegraph.

Write or Phone

National Register Publishing Co. , Inc.

R. W. Ferret, Mgr.

15 Moore St. New York City

Tel. Bowling Green 7906

HEN Typog-
raphy of the most
exacting nature
is required all
roads lead to
Diamant's shop—

and it costs no morel

Write for booklet

Diamant

Typographic Service

195 Lex. Aye. CALedonia 6741

Only Denne in .
Canadian Advertisin

Cti r i., i .1 may be ' 'Just over 1 1 1

border," but when advertising

there you need a Canadian Agem

thorouchly conversant with local con-

mil

tin

DEHNE C Company Ltd ;

Ketord Bldt TORONTO.

PROVE IT!
SHOW THE LETTER

if your il.rn.in miiM alum' skeptical prospect* the

U M-in.ni.-il letters arwl Orden WOalTWl (mm MtiS-

' •■i,i[,, I) HOUld rSHQOft dOObt and KCt the

order, Don't leaw testimonial letters tying Idle
hi youx Qlei bjIti them to you* men and lncreaso
llei thru their use.

\\r\t, f"r numplri and price*

AJAX PHOTO PRINT CO.. 31 W. Aihmi Slicci. Chi

the World." Ask some consumers and
see.

The buying of most advertised com-
modities is done by or for women.
Many advertisers seem to have reached
the conclusion that anyone who will
buy articles advertised in the manner
of some modern cosmetics will believe
anything. But how many women ac-
tually believe such advertising? How
many regard it as the public regarded
Barnum: as an amusing humbug?
Some women who might readily believe
an extravagant claim which contains
some tribute to their personal charm,
are less receptive toward extravagant
claims for less personal things — such
as the durability of children's stockings,
the "outstanding"-ness of a given novel
among those of the year, or the superla-
tive nutritive properties of a cereal.

Many of us recall a legend which
purports to tell how the French master
of the short story, Guy De Maupassant,
learned his craft at the feet of the elder
novelist, Gustave Flaubert. When the
young man laid his first manuscript
upon the table for judgment, it was
handed back with directions to elimi-
nate not less than one-half of the ad-
jectives. Good copy writers may profit
by the suggestion.

From the short story to the adver-
tisement is not so long a journey. A
good advertisement is a short story
concerning an article of merchandise, a
service or a security which leaves the
reader eager to possess, or at least to
know, more about its subject. A keen
news editor will tell you that good ad-
vertising is that which has the most
news value and that news values are
determined by facts of public interest
and not by frenzied writing. As we
add no stature to the giant by calling
him taller or tallest, we add nothing
to the news value of an advertisement
by calling a commodity greatest, long-
est-wearing, strongest, cheapest in
price. It fits, or it does not fit; it
wears, or does not wear; it is economi-
cal, or costly. The rest, in the short
and ugly term of the courts, is "puf-
fery." It may be balm to the vanity
of the advertiser, but it has no longer
a place in intelligent selling copy.

The Springfield (Mass.) Ad-
vertising Club Elects

At a recent meeting of the Adver-
tising Club of Springfield, Mass., the
following officers were elected : presi-
dent, E. H. Marsh; vice-president, Mil-
ton Alden; secretary, J. F. Barteau;
treasurer, W. S. Seybolt.

The Advertising; Crafts Club
of Philadelphia Elects

At a recent meeting of the Adver-
tising Crafts Club of Philadelphia the
following officers were elected : presi-
dent, N. P. Laird; vice-president, H. Q.
Miller, Jr.; secretary, W. S. Prentiss;
treasurer, C. Deilly.

■ September 8, 1926

ADVERTISING AND SELLING

Something to tie to

IN the language of the old
riverman, "something to
tie to" meant a rock or tree
that was solidly enough
planted to hold the boat
against all the power of
wind and current. "Some-
thing to tie to" meant sta-
bility to trust.

This simple phrase has
become current in our lan-
guage. It has not lost its
meaning. And nowhere in
all the rush of American life
is "something to tie to" more
important than in the choice
of a newspaper.

again,
money has brought

Publishing has under-
gone many changes.
Favorite journals have dis-
appeared. Ownership has
changed again and
New

new voices to be heard.
"Who speaks?" is a fair
question when any news-
paper utters an opinion.

In this shifting scene,
steadfastness, which has
been a principle of Scripps-
Howard journalism since
its beginning in
1879, is valued
more than ever
by the readers of
these news-
papers. Scripps-
Howard fearless-

8CBIPP3-HOWABD

ness, honesty of opinion and
independence of control fur-
nish something for the pub-
lic to tie to.

Here is the most potent
reason why Scripps-
Howard newspapers enjoy
the confidence of more than
a million and a half families
in twenty-four cities. They

are dependable; they can be
counted upon for accurate
news and for sane and con-
structive liberalism in
policy.

The highest reward of
journalism is the respect
and confidence of news-
paper readers. This, the
Scripps-Howard organiza-
tion values above all else.

SCRIPPS-HOWARD NEWSPAPERS

MEMBERS AUDIT BUREAU OF CIRCULATIONS

Cleveland (Ohio) Press

Baltimore ( Md. ) Post

Pittsburgh (Pa.) Press

San Francisco (Calif.) News

Washington ( D. C.) News

Cincinnati (Ohio) Post

Indianapolis (Ind.) I ,,,.

Denver (Colo.) Express

Toledo (Ohio) News-Bee

Columbus (Ohio) Citizen

Akron (Ohio) Times-Press

Birmingham (Ala.) Post

.Memphis (Tenn. ) Press

Houston (Texas) Press

Youngslown (Ohio) Telegram

Ft. Worth (Texas) Press

Oklahoma City (Okla.) News

Evansville (Ind.) I\

Knoxville (Tenn.) News

El Paso (Texas) Post

San Diego (Calif.) Sun

Terre Haute (Ind.) Post

Covington ( Ky. ) . . . Kentucky Post*
Albuquerque ( N. Mex. ) State-Tribune

MEMBERS OF THE UNITED PRESS

ALLIED NEWSPAPERS, Inc.

National Representatives
250 Park Avenue, New York, N. T.

Chicago Seattle Cleveland

San Francisco Detroit Los Angeles

'Kentucky edition of the Cincinnati Post.

ADVERTISING AND SELLING

September 8, 1926

Three advertisers,
outside the dental
field, who find it prof-
itable to address the
entire dental profes-
sion through ORAL
HYGIENE:

Postum Cereal Company

Lily Cup

The Andrew Jergens Company

ORAL HYGIENE

Every dentist every month

1116 Wolfendale Street, N. S.

PITTSBURGH, PA.

CHICAGO: W. B. Conant, Peoples Gas Bldg.,
Harrison 8448

NEW YORK: Stuart M. Stanley, 53 Park Place,
Barclay 8547

ST. LOUIS: A. D. McKinney, Syndicate Trust
Bldg., Olive 43

SAN FRANCISCO: Roger A. Johnstone, 155
Montgomery St., Kearny 8086

I want
my friends
to know —

that I am organizing a group of the bet-
ter type of young men and women to
study the broad subject of Advertising,
Selling and Business Writing.

This is a Personal Coaching Service
covering twenty months. Instruction

given through the mails. Subscriber's

Spare hours to be used. The service will
cover Research, Reports, Sales Planning,
Sal'-s Training, Management of Advertis-
ing and Selling campaigns, Dealer Rela-
tions. Direct and Mail Order Advertising,
Saks Correspondence, etc. — the full
schedule of marketing topics.

Only well qualified subscribers accepted.
No rainbows or princely salaries prom-
ised, though I've aided hundreds to climb
to responsible positions. Text-books of
college standard used. Supplementary
Hi Ips on modern loose-leaf plan. Instruc-
tion based on 25 years of experience In
business, educational and writing work.

[ am seeking, as subscribers, bright
salesmen and solicitors, sales correspon-
. service men of printing organiza-
tions, alert private secretaries, reporters
and others with research, writing or or-
ganizing experii nee

Do me the favor of conveying this bit
of news to the resourceful young men and
t seek your advice aboul climb-
ing higher in the promotional end <>f busi-
ness work.

Easton Pennsylvania

119 Pierce Street

In Sharper Focus

Carl Gazley

(Top of Page)

IN selecting subjects for "In Sharper
Focus" I would like to know if the
Editor is starting at the top and
working down, or starting at the bot-
tom and working up. Anyway, here
goes.

Who cares where I was born? My
real education started at the age of
sixteen when I began traveling through
the Middle West for a patent medicine
and wholesale drug house. A big medi-
cine wagon propelled toy a team of
horses, with myself as chauffeur, was
my method of travel. In addition to
selling, delivering and collecting for
my goods, I had to carry out our pro-
gram of "national advertising" as I
went along. This was accomplished by
means of a keg of tacks, a magnetic
hammer, and a large variety of color-
ful signs. My customers were country
storekeepers, and I learned to know
them well. Many of them were good
business men, and they proved to be
good teachers, as well as very good
friends.

After three years the West called
me. I answered ; drove mules, ranched,
and came back East.

My career from then on embraced
work in an advertising agency, a posi-
tion in a manufacturing business,
and a connection with moving picture
cameras.

In 1917 I joined "Y and E" (Yaw-
man and Erbe Manufacturing Com-
pany, Rochester, N. Y.) advertising
department. Then followed several
years of road work. In the course of
time, appointments were made making
me successively sales promotion man-
ager, advertising manager, and assis-
tant general sales manager — the posi-
tion which I now hold.

I don't play golf, bridge or radio; I
fish. One wife and one son take the
rest of my spare time.

C. H. Rohrbach

IN 1912 there came to New York a
former Government employee, still
loyal to the Government as a govern-
ment— we hope — but apparently no
longer loyal to the Government as an
employer. C. H. Rohrbach — for, as our
shrewder readers may have already

guessed, it was he — had decided to join
some firm possibly less permanently
sound financially but also probably
more remunerative to its hirelings in-
dividually. Mature deliberation upon
both sides soon linked him with the
fortunes of The Celluloid Company,

September 3, 1<>26

ADVERTISING AND SELLING

ANOTHER INTERESTING SALES RECORD o+. THE 49TH STATE

Gardner Opens the Sales Throttle

to a 54%, Gain in St. Louis

St. Louis Manufacturer with 50 -Year
Knowledge of St. Louis Marketing Con-
ditions Advertises in The St. Louis
Globe-Democrat Exclusively.*

Reproduction! of
Gardner advertising
which appeared in
The St. Vault Globe.
Democrat, resulting
in a 54% Bain in tales
in the St. Loutt mar.
ket during the flrrt
tie months of 1926.

You can say in a second which news-
paper is the best advertising buy for
you in your own home city, because
you're there, and you know

But what about St. Louis?

The Gardner Motor Company have
the answer. They are in St. "Louis.
They know. They have an accurate
knowledge of every phase of local
marketing conditions, gleaned from
50 years of business experience in
this market.

And they know St. Louis newspapers.

When it came to the question of the
big 1926 campaign, The Gardner
Motor Company and their St. Louis
distributor chose The St. Louis Globe-
Democrat exclusively.

And Sales Jumped 54%

Justifying the wisdom of their choice

is a 54% gain in sales in metropolitan
St. Louis during the first six months
of 1926, over the same period of 1925.

It's another outstanding success in
which The Globe-Democrat has
played an important part. The 30
automobile distributors in St. Louis
who made the substantial gains in sales
in 1925 all used commanding adver-
tising space in The Globe-Democrat.

Natural,too— forThe Globe-Democrat
is read by more automobile owners
than any other St. Louis daily. Its
circulation is concentrated where
greatest car-purchasing power exists.

Throughout the entire St. Louis
market, known as The 49th State,
Globe-Democrat supremacy is not
even challenged. It is T/he Newspaper
of The 49th State.

Write for details of tbe assistance which The Globe- Democrat Is prepared to give
j-i-vi. through Its Sales and Promotion Department and the Research Dtrlslon.

•A3 Is customary,
The Gardner Mo-
tor Company was
represented in the
•Special Automobile
Show Number of
each St. Louis
newspaper, during
Show Week, Feb-
ruary, 192G.

ttmtte <BMr*m*rrat

The Newspaper of m

The 49th State

ADVERTISING AND SELLING

September 8, 1926

'Designers and Producers of 'Distinctive
'Direct oAdvertising

S4S2 Broadway, Hew ¥o2»M

Telephone WRY ANT 8o78

Leaflets
Folders

'Broadsides
booklets

House Organs
Catalogues

Copy Writing
Illustrating

Engraving
'Printing

Write for booklet—" direct %esults

with whom he was to be successfully
associated for the next four years. For
a time he was a salesman, but the
proverbial bushel basket did not hide
his light for long, and he soon became
a divisional sales manager. In this,
the commencement of his career, he
was fortunate enough to come under
the able tutelage of Charles F. Abbott,
who gave him — Mr. Rohrbach assures
us — an invaluable background of what
salesmanship and sales management
mean. It was with Mr. Abbott's as-
sistance that he left the company to go
into trade association work, then com-
paratively little known or understood.
At that time and during the war, as
was later brought out in the courts,
many abuses masqueraded under the
guise of such associated activities.

THIS pioneer in the work studied his
business, wrote about it, and has
since had the great satisfaction of see-
ing it established as an important factor
in the sphere of modern business activi-
ties, backed and indorsed by the Presi-
dent, the United States Supreme Court
and, most energetically, by Secretary
Hoover, through such measures as his
campaign for the elimination of waste
in industry.

Probably a description of trade asso-
ciations is scarcely necessary. In all
likelihood almost every reader of Ad-
vertising and Selling is a member of
one or more organizations, from an
advertising club to trade associations.
In these days the latter have a great
deal to do with both advertising and
selling. Their secretaries are so con-
vinced of the merit and high standards
of their work that it pleases them to
consider it as a form of profession.

Mr. Rohrbach soon became an en-
thusiastic holder of a number of sec-
retaryships, and in them he noticeably
supported the great cause of advertis-
ing— at least from the advertising
man's slightly interested point of view.
The associations of which he has been
secretary have been, and are, devotees
of publicity. The Crucible Manufac-
turers Association Is now preparing
for a second year of cooperative ad-
vertising campaigns; The Compressed
Air Society has for several years been
doing trade promotional and educa-
tional work, in the air compressing
machinery and pneumatic tool indus-
tries, with the help of a large number
of motion picture films. And both in
the air compressing machinery and the
pumping machinery field Mr. Rohrbach
is advertising and educating the trade
through the distribution of thousands
of copies of pamphlets showing defini-
tions of trade terms, technical data
and commercial practices — or "trade
standards" — in those industries.

In addition to his three trade asso-
ciations he has undertaken the secre-
tarial work of two less specialized
societies. For a number of years he
has been secretary of the New York
Sales Managers' Club and executive
secretary of the American Society of
Sales Executives. But that, he says, is
not work but recreation.

September 8, 1926

ADVERTISING AND SELLING

qA Winter Market

for Summer Products

To manufacturers of summer products we offer this sugges-
tion:

Extend your season by a special selling and advertising cam-
paign in Florida, America's winter playground.

When cold weather bans summer goods in the North, the
buying of these products increases in Florida. For Florida's
population in winter is greater than in summer, and its cli-
mate is sunny and warm.

From October until June some three million people are en-
joying the delightful outdoors of Florida. And they are finan-
cially able and temperamentally inclined to buy summer
goods — summer clothing, bathing suits, fishing tackle, golf
clubs and tennis racquets, motor boats and motor cars, in fact
all the things that usually sell best in summer.

Reach this great, growing market by using the media which
cover this state most completely and economically — the Asso-
ciated Dailies of Florida.

ASSOCIATED DAILIES

cJ Florida

510 Clark Bldg., Jacksonville, Florida

Bradenton News
Clearwater Sun
Daytona Beach Journal
Daytona Beach News
Deland Daily News
Eustis Lake Region
Fort Myers Press
Fort Myers Tropical News
Fort Pierce News-Tribune
Fort Pierce Record
Gainesville News
Gainesville Sun
Jacksonville Florida
Times-Union

Jacksonville Journal

Key West Morning Call

Kissimmec Gazette

Lakeland Ledger

Lakeland Star-Telegram

Melbourne Journal

Miami Daily News

Miami Herald

Miami Tribune

New Smyrna News

Ocala Central Florida Times

Orlando Morning Sentinel

Orlando Reporter-Star

Palatka News

Palm Beach Post

Palm Beach Times

Plant City Courier

St. Augustine Record

St. Petersburg Independent

St. Petersburg News

St. Petersburg Times

Sanford Herald

Sarasota Herald

Sarasota Times

Stuart Daily News

Tarn fa Times

Tampa Tribune

ADVERTISING AND SELLING

September 8, 1926

Your
Salesmen

should have as good tools
as these —

What Are Disgruntled
Users Doin^ ?

GEM BINDERS in Style "GB" are cov-
ered with heavy quality Art Fabrikoid ;
they can be washed, if necessary, tor the
removal of hand stains, without affecting
the surface color or finish of the material.

May We Submit Specimens
for Inspection PurposesT

THE H. R. HUNTTING CO.

Worthinuton Street
SPRINGFIELD, MASS.

[CONTINUED from page 24]

ever lets soap get into a tea-pot, and
you see what happens when they get
careless."

Disgruntled users have come into a
new significance with the oncoming of
installment buying. Talk, if you will,
with the specialty manufacturers
whose product is thus marketed.
During the rush season refrigerators,
washing machines, radios, heating
plants, porch furniture, everything but
automobiles (which form a class by
themselves) move to consumers in
large volume. Unless the article is
one that depreciates rapidly with use
(such as clothes) a danger exists of a
large backing up of the goods.

JUST preceding the second install-
ment payment complaints begin to
trouble the dealer. A distinct feeling
exists among purchasers that the dealer
is compelled to "continue satisfaction"
until the last payment is made, and
buyers proceed to force the dealer to
cater to their every whim. Defects
which an out-and-out owner would "fix
for himself" are now met by telephon-
ing the dealer. Should the dealer ig-
nore the complaint, the one-sixth owner
stops paying. Added to this are all
the imaginary imperfections of the
product, which more likely than not
are a result of neglect to follow the
instruction chart. Real defect or im-
aginary, physical break-down of the
article, or dollar break-down of the
customer — all come to the same thing.
The user is disgruntled.

Installment selling has another angle
to this question. A customer who buys
an article on time becomes an easy
mark for salesmen of rival makes. In
the familiar "twisting" of life-insur-
ance soliciting, all the defects of the
article in hand are magnified by self-
seeking salesmen who extol the won-
ders of the competing article they rep-
resent. It is not unknown for a pur-
chaser who has at stake but one
payment to find some excuse for re-
turning it to the dealer, only to buy
from another.

Such instances relate, of course, to
trumped-up grievances.

To the manufacturer, at the same
time, a serious problem is presented.
If the goods come back to the dealer,
they will sooner or later reach the fac-
tory by reverse routing through sub-
distributor, jobber, branch agency and
factory.

One manufacturer of a specialty,
whose stock is listed in New York, re-
ported over a million dollars of net
earnings early in 192G. During April
and May one-third of those profits was
wiped out through the single item of

returned goods, sold four and six
months before. A sudden improve-
ment in the industry had threatened to
make last year models obsolete, and,
in the words of the company's presi-
dent, "a couple of thousand nervous
dealers knew they never would collect
all the installments, so they grabbed
the goods and soaked the factory." For
remember always, one feature of in-
stallment selling is that the local
dealer does not actually get the cash
for his profits until the final install-
ment is in hand. All payments until
the last go to the finance company,
principally for the manufacturer and
the costs, while the dealer's margins
are bound up in the final installment.

Market studies and surveys are with
us. Did the survey of your business
delve into non-owners and ex-owners?
If it did not, it was not a complete
study of your market. It is quite as
essential to know the attitude of dis-
gruntled users as to collect the glowing
comments of satisfied customers.

The grouches may make a small per
cent, as undoubtedly they do. What
they have experienced is of commercial
value to the manufacturer, of great
worth to his selling and advertising
departments. Why did an owner dis-
card one make and buy another? Why
is an article allowed to lie in disuse?
Was it not adapted to the purchaser's
needs, or was he never properly in-
structed in its use? Was servicing at
fault? Did the manner of collecting the
installments deprive the owner of the
joy of possession? Has the cost of
operation been too great for the purse
of the owner? Have advertised econo-
mies not been realized?

OR is it a case, as obtains in one of
our cities, in which no article can
be marketed that has the word
"National" attached to it (except that
"National" is not that word) ? In that
city so much merchandise has been
forced on unwilling buyers by a utility
company that anything with the dis-
liked name encounters immediate re-
sistance.

Or, finally, does your product fall
short of what salesmen promise? It
would be highly important to know, if
such were the case, that over-state-
ment has its flare-back in the return
of the goods for specious reasons, while
the real cause is that exaggerated hopes
can not be met. A manufacturer of in-
sight and vast experience has been for
two years on the verge of entering one
of our growing industries with an im-
proved model. Again and again he has
been on the point of announcing his
plans. With a quietness that carries

VDVERTISING AM) SELLING FORTNIGHTLY

A New Angle
in Cover
Designing

Entitles you — as a user of
catalog or booklet covers
to the most complete ser-
vice yet offered in the crea-
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LEARN how this service may benefit you and
^ help solve your problem. Send the coupon
or complete details of your booklet problem.

HAMPDEN GLAZED PAPER AND CARD CO.

HOE YOKE. MASSACHUSETTS

Distributoi > ■• ■ at Britain

Fred'k Johnson, Ltd.

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Sales Offices
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Chicago, III.

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Tori into, Can,

September 8, 1926

ADVERTISING AND SELLING

conviction to the listener, this manu-
facturer has twice remarked something
like this:

"Few business men take the pains
to look ahead for misfortune as we do.
They never know what's happening
until they get a jolt. But we are
frankly willing to profit through their
experiences. We look ahead. Our
company has spent twenty or thirty
thousand dollars studying what the
established concerns have done. When
we do go out for the business, we'll
profit by their mistakes."

Pressed further, it was explained:
"The whole industry is too rosy. We
almost fell for the glamour of it, until
an adviser in whom I have confidence
suggested that we find out whether the
users were satisfied. It was such a
ridiculous thought that I almost
laughed it out of mind. But — would you
believe it? — that's why we're staying
out for another season. Of one thou-
sand owners in Chicago and St. Louis,
whom we had interviewed, we found
so many disappointed ones that we
called a halt. If a half of those who
told our reporters they would like to
throw the thing out ever do so, there'll
be a panic on Wall Street."

"Let's Talk About
Your Business"

[CONTINUED FROM PAGE 28]

like one man chatting with another and
no high hat anywhere on the premises.
The first booklet is called "Building a
Prospect List." This will give you an
idea of the method :

The other night ten men were seated
around a dinner table. One of them was
interested in selling radio.

The talk drifted to receiving sets and
more than half of the guests were silent.
The radio man was interested.

"How many of us here have radio sets?"
he asked.

Only three of the ten held up their hands.
Seven confessed no interest in radio.

"And now may I ask you something else?"
the radio man went on. "How many of you
seven gentlemen have ever been asked to
buy radio?"

Not one of them had !

The rest of the booklet deals with
the indispensability. of a good prospect
list, and with the methods used by suc-
cessful dealers in preparing such lists
as the first step in rounding up the
delinquents who are not yet supplied
with radio sets.

"Knowing Broadcasting and Talking
About It" is the subject of the second
booklet. This is a pretty important
topic to the radio retailer. How is the
dealer going to sell radio unless he can
convince the skeptical prospect that
when he buys a set the programs he
will hear will make his purchase worth
while? Yet so far as we know this is
the first time this vital phase of radio
salesmanship has ever been brought to
the attention of dealers.

We quote again:

That difficult prospect who tells you
there's nothing on the air worth listening to
because he's listened to the neighbor's set
and heard nothing but jazz — what are you
doing to enlighten him? And in order to do

GREET

The News Merchant

Proud Proprietor of

Newsstands !

7 HE old Newsstands ain't
what she used to be since
so many folks decided that to
publish magazines was to
make millions.

Today a thousand garish,
shrieking covers portraying
all kinds of bathing girls are
swimming boldly and bravely
towards one from a thousand
stands.

Will your magazines be
seen? be wanted? be bought?
"To be or not to be" is thus
the puzzler.

We are in contact with
70.000 news-merchants and
their respective wholesalers.
We know them by name.
They know us. They display
prominently and sell aggres-
sively magazines which we
distribute (2,000,000 monthly)
for our clients. Our clients
deal with one account instead
of with more than two thou-
sand. None of the muss or
fuss of powerful administra-
tion. No elaborate billing,
checking and collecting sys-
tems required. No pennies
risked in dealer credits.

What could be sweeter? Independent Na-
tional Newsstand distribution is suggested by
its to you. Let us work out a definite proposal
for you. No strings to this offer. Write

Eastern Distributing Corporation

45 West 45th Street - - - New York City
— Bryant 1444 —

A.B.P. and A.B.C.

Published
Twice- n-month

Bakers' Helper has been of practical
service to bakery owners for nearly 40
years. Over 75% of its readers renew
their subscriptions by mail.

New York Office
17 E. 42nd St.

431 S. DEARBORN ST.,
CHICAGO. ILL.

Amerimnfiklicrman

Est. 1873 A. B.C. CHICAGO

With over 100 raid correspondents in
the largest producing and marketing
centers the American Lumberman-
published weekly— effectively

COVERS LUMBER FIELD

Jewish Daily Forward, New York

JewiBh Dally Forward ti the world** largest Jewish
dally. A B.C. circulation equal to combined total
circulation of all Jewish newspapers published. A
leader In every Jewish community throughout the
United States. A Home paper of distinction. A
result producer of undisputed merit. Carries the
largest volume of local and national advertising.
Renders effective merchandising service. Kates on
request.

CATCH THE EYE!

Liven your house organs, bulle-
tins, folders, cards, etc., with
eye-gripping cuts — get artwork
at cost of plates alone. Send 10c
today for Selling A id plans for
increasing sales, with Proof Port-
folio of advertising cuts.

Selling Aid, 8O8 S. Wabash Ave.,
Chicago

ADVERTISING AND SELLING

September 8, 1926

Guessing About Buffalo
is a Thing of the Past

Buyers of advertising had to guess in the days
when Buffalo had six daily newspapers, with
over-lapping and duplication that never could
be figured with any certainty.

Now there is one big, strong morning news-
paper, The Buffalo Courier-Express, alone in
its field, giving a one-shot coverage that is defi-
nite and absolute, leaving nothing to conjec-
ture or guesswork.

Also there is a metropolitan Sunday paper,
The Buffalo Sunday Courier-Express, which
will tell your story to the largest audience
reached by any newspaper in New York State
outside of New York City.

V BUFFALO

<&0xwwr-^S^ Express

Lorenzen & Thompson, Incorporated
Publishers' Direct Representatives

Chicago

New York

San Francisco

Seattle

EMPIRE!

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Speaking of testimonials, here's one we appreciate:
"/ don't xre how you do it. Our photostat* are baric

'thuoMt before m reali ■ the letter* tan ben hirnsd

over to you. Ri-nl service."

Let us prove that lor you. You want photostats when
you want 'em. We net them to you.

Commerce I'ho to-Print Corporation

80 Maiden Lane New York City

Bakers Weekly fc^fgiS

NEW YORK OFFICE — 45 West 45th St.
CHICAGO OFFICE — 343 S. Dearborn St.

the enlightening haven't you got to fortify
yourself with the facts. . . . What the cus-
tomer is really buying, when you come down
to it, is broadcast programs. Isn't that
true? . . .

The dealer who sells radio best is the one
who sells programs best — and he's the man
who keeps posted on programs.

A number of suggestions follow
whereby the dealer may interest his
customer in the entertainment, instruc-
tion and thrills of radio in the home.

THIS is followed in the series by a
booklet called: "Bargains and Or-
phans." It is packed with experience
stories. There is the story of the
store that bought a job lot of radio
because it was cheap, and suffered im-
pairment of reputation when the sets
came back from indignant customers,
and loss of profits brought about by
servicing costs. There is the story of
the store that started with seventeen
makes of radio, and its reasons for
cutting the number down to three this
year. The moral is (there is a moral,
you see, even in these admirable book-
lets) that the quick dime is not as good
as the solid dollar; that what counts
is the constant, even turnover.

"Concentration on fewer brands and
good ones is the rule today where a
sound radio business has been devel-
oped," says the Atwater Kent Manu-
facturing Company. Readers of H. A.
Haring's articles on "What Ails
Radio?" in Advertising and Selling
will recall that Mr. Haring, from his
study of the radio industry, came to
the same conclusion.

More practical suggestions are im-
parted to the dealer in booklet No. 4:
"The Appearance of Your Store." The
cash value of store windows and the ad-
vantage of frequent changes in window
displays are estimated by dealers who
have given special thought to the sub-
ject. We are told about the man who
makes his windows so interesting that
the newspapers are glad to print
stories about them. We get a vivid
picture of the unattractiveness of
"Junk-Shop Windows," in which radio
parts are scattered helter skelter
around complete sets.

"Did you ever see an automobile dis-
played with parts scattered around
it?" There is a telling point. And
then the writer of the booklet boils
down all that the investigators in the
Atwater Kent survey learned about
window trimming into "12 points of
good window display."

When it gets to the subject of ad-
vertising, as it does in booklet No. 5,
the Atwater Kent Manufacturing Com-
pany is not content with merely ap-
pealing to the dealer to tie up with
the national campaign. Recognizing
that many dealers have no information
on which to base their local advertis-
ing, it tells them what other dealers,
placed in similar circumstances, are
doing.

It picks out fourteen typical, success-
ful dealers in communities ranging in
size from New York City to a town of
2000. It tells the whole trade what
proportion of their gross sales and
their radio sales these dealers are

September 8, 1926

ADVERTISING AND SELLING

Woniem^s Wear
Dominates

O 3000 I00OO 13000 2.0000 25000 300QO

WOMENS WEAR Daily)Total Circulation

Dry Goods Economist ^eeklyjTbtal Circulation

This comparison is striking enough — WOMEN'S
WEAR circulation, 29,734; Dry Goods Economist
circulation, 13,968. But it would be more so if ef-
fect were given to the fact that WOMEN'S
WEAR is a daily, and the Dry Goods Economist
a weekly. On this basis WOMEN'S WEAR has
a paid circulation of 9,068,870 copies a year, while
the Dry Goods Economist has much less than one-
tenth of that— 726,336.

The supremacy of WOMEN'S WEAR service in
every branch of the women's apparel and dry
goods trades — retail, wholesale and manufactur-
ing— is not questioned by any informed and im-
partial person.

(NOTE: This advertisement deals only with total circu-
lation. A second one will take up retail circulation.)

Fairchild Publication

8 East 13th Street

18 branch offices in the United States and abroad

ADVERTISING AND SELLING

September 8, 1926

I "BELIEVE

In versatility of style

In today s tendency towards new rhythms
In exploring an untried world for those who dare
In dramatizing simplicity

After working for a limited group here and abroad, for

instance Belding' s Brohaw Brothers Continental

Tobacco Co. Dunhill's Federal Advertising Agency

Gunther's Park & Tilford

I have opened a studio at 270 Madison Avenue

Caledonia 7315
DRAWINGS PICTORIAL CAMPAIGN KEYNOTES VISUALIZATION

spending in advertising, and how the
radio appropriation is divided; how
much is spent on newspapers, window
display, direct mail, posters, and what-
ever other medium the dealers may be
using.

The final booklet is by no means the
least important. Its title is "Your
Financing." It starts by quoting the
question someone put to Abraham Lin-
coln, "How long should a man's legs
be?" and Lincoln's reply, "Long enough
to reach the ground."

"In talking about installment sell-
ing and how it may be financed, let's
keep close to the common sense of this
answer," the Atwater Kent Manufac-
turing Company says. And then it
passes along to its dealers these hints,
drawn from the experience of con-
servative merchants :

Always sell for cash when possible. Get
as much down payment as possible. Make
the term as short as possible. Make a com-
plete investigation. Set your terms and
stick to them. Sell the radio that stays sold.

We give you our word that we have
read every line of these six Atwater
Kent booklets. If they are not eagerly
read by most radio dealers, if they are
not reserved for future reference, if
they do not serve to strengthen the
bond between the sponsoring company
and its retailers, then printer's ink
carries no punch at all.

And — believe it or not — there is not
one word in the whole series about the
bing-bing-bing of the cash register.
That good old prop seems to have taken
the count.

Memorial Services Held for
Frank A. Munsey

Brief services commemorating the
reventy-seeond birthday anniversary
cf the late Frank A. Munsey, former
editor and owner of The Sun, were
held on Saturday, Aug. 21, in The Sun
Building in New York.

Edwin S. Friendly, business man-
ager of The Sun, Fred A. Walker of
The New York Telegram, and E. 0.
Peterson of The Sun Club, spoke brief-
ly, each stressing the courage, loyalty
and the achievement of the man who,
coming to New York with a few dollars
only, lived to build enterprises of far-
reaching scope.

"We who lived daily with Mr. Mun-
sey need read no books on success to
know how his success was achieved,"
Mr. Friendly said. "Mr. Munsey was at
the height of his career, at its zenith,
when he died. His life was an ex-
ample in its strength, courage and
ambition to succeed in the very highest
American ideals."

McClure Honored

W. Frank McClure, vice-president in
charge of the Chicago office of Albert
Frank & Company, New York adver-
tising agency, has been elected to the
board of trustees of the Chautauqua
Institution, Chautauqua, N. Y.

September 8, 1926

ADVERTISING AND SELLING

1+1

»?

SOMETIMES 1 plus 1=1, frequently less. Prof.
Einstein had nothing to do with it. Scientists and
engineers have known it for centuries. Furthermore,
the fundamental principle applies as truthfully to mer-
chandising as it does to mechanics.

The maximum effect of two forces can be realized only
when they are parallel. Otherwise there will be a loss.
Experience has shown that our two great merchandis-
ing forces of selling and advertising must parallel,
must work in harmony to be really effective. They
must have the same objective and convey their mes-
sage to the same people — to those who are interested
in your products.

If your salesmen call on manufacturers, retailers or
any other special class, your advertising message
should be aimed at the very same group. It can be
done. There is a direct advertising highway parallel-
ing every selling road to the various fields of business
— the A. B. P. business papers.

A. B. P. papers have been created by an insistent
business demand and have developed to their present
state of usefulness by effectively satisfying this de-
mand. They are pledged as a condition of A. B. P.
membership to maintain the highest standards of pub-
lishing practice, both editorially and in the advertise-
ments which they carry.

Ask your advisory service department for definite in-
formation about the various A. B. P. papers, about
the fields they serve and the way to obtain the best
results from these papers. This service is free. You
incur no obligation.

THE ASSOCIATED BUSINESS PAPERS, Inc.

Executive Offices: 220 West 42nd St., New York, N. Y.

An association of none but qualified publications reaching the principal
fields of trade and industry

ADVERTISING AND SELLING

September 8, 1926

Yotjr Gasumer Campaign
with Trade PubUcity

fir Sample Qfut address:
KNIT GOODS PUBLISHING CORP.

9J 'Worth Strttt New York City

■niimmnnniiflinniHmimiiMHTimMHnnnmiinnimiu'iiiniiiitnnHM»i>tiniiiim'minmi

Folded Edge Duckine and Fibre Signs

Cloth and Paraffine Signs

Lithographed Outdoor and Indoor

Displays

THE JOHN IGELSTROEM COMPANY
Massillon, Ohio Good Silesmeo Wanled

House Organs

We are producers cf some of the oldest and
most successful house organs in the country.
Edited and printed in lots of 250 to 25.000
at 5 to 15 cents per name per month. Write
for a copy of The William Feather
Magazine

We produce The Bigelow Magazine

The William Feather Company

605 Caxton Building, Cleveland. Ohio

HOTEL ST. JAMES

109113 West 45th St.. New York Citv

Midway between Fifth Avenue and Broadway

An hotel of quiet dignity, havlnc the atmosphere

and appointments of a well-conditioned home.

Much favored by women traveling without escort.

3 minutes' walk to 4 0 theatres and all best shops.

/fates and hook-let on application.

\V. JOHNSON UI'INN

WHY not turn to the
Market Place on page
86 and see if there is not
something of interest to
you?

The Sales Promotion
Manager

[CONTINUED FROM PAGE 38]

manager on a parity with the sales
manager and with the advertising man-
ager. He was even wise enough to
make the sales promotion manager re-
port to him and not to either of the
others.

At the start a rather dangerous sit-
uation developed. For even in the face
of the announcement of the sales pro-
motion's manager's duties and respon-
sibilities, both the sales manager and
the advertising manager naturally con-
ceived the new department as one which
they could use to advantage, provided
it were conducted as they thought it
should be conducted.

BUT, fortunately, the general man-
ager had selected a man of ability
and tact. After six months' novitiate,
in which he accepted gratefully the
suggestions of both the advertising
manager and the sales manager, he
took the reins into his own hands. He
made clear to the advertising manager
that he would be glad to work with
him in the preparation of window dis-
plays, signs, and other sales helps — but
that he had his own plans for their
use, once the material reached the fac-
tory from the printer or the lithogra-
pher.

He made clear to the sales manager
that he must know the sales objectives
and would gladly cooperate in the mak-
ing of sales plans as they affected the
direct sales force — but that he must be
responsible for the use of sales plans
which were put in effect with the cus-
tomer, whether wholesaler or retailer.

Within two years he became far
more than sales promotion manager in
title. He was really the connecting bond
between the sales and advertising de-
partments, on one hand, and an active
developer of methods to move the stocks
rapidly off dealers' shelves and out of
wholesalers' warehouses. In fact, the
advertising manager came, within five
years, to regard this sales promotion
manager as the one to capitalize mag-
azine and newspaper publicity with
customers, although the advertising
manager quite rightly retained the dif-
ficult task of coaching the sales force in
using publicity as a sales weapon.

A typical example of the workings of
this sales promotion department is well
worth both reading and, later, study.
In the early fall of 1924 the general
manager called these three depart-
mental managers into conference. A
month later plans were formulated for
1925. That part of the plan called for
the launching of a new product, both of
higher quality and of higher price than
any then on the market. It was agreed

that the potential volume for this new
article justified its being the keystone
of 1925 merchandising activities.

Just as the sales manager, after
mature deliberation, decided that the
unusual nature and the many merits
and uses of this new product demanded
a national sales convention rather than
sectional sales conferences, the adver-
tising manager decided that he could
use this new article as the keynote of
the year's national and local advertis-
ing, on the basis that its exceptional
merit made it desirable to blanket the
field before competition could imitate
it; and at the same time, its merit
lifted the whole line.

Now we come to the part of the sales
promotion manager in this 1925 cam-
paign. First of all, he studied the
product itself. He submitted it to his
outside corps of friendly executives in
non-competitive lines, for their tests
and criticisms. Personally, he not only
tested the new article, but sought
through a score of national organiza-
tions, possible new uses in the industry
and in the home.

From all of his- investigations and
those of his friends he compiled a list
of its selling points. He divided these
into four groups, as advantages which
would be attractive to the company's
sales force. Briefly, these included ad-
ditional compensation through in-
creased sales of the new article; a won-
derful leader for the first trip over
their territory in 1925; a means of in-
teresting prospects who had hitherto
remained adamant; and its literally
two-score other points which would ap-
peal to the salesmen.

THEN he recommended the argu-
ments which would appeal to the
wholesaler. These included a special
preferential price which was part of the
sales manager's plan; a freight saving
per dollar sales, which was particularly
interesting to jobbers far distant from
F.O.B. points; a drop shipment advan-
tage, and a method of packing for
wholesalers which removed all vestige
of objection on their part to featuring
this new article.

For the retailer he built his sales
promotion plans on the most solid of
all foundations: profit and prestige.
He pointed out that this new, higher-
priced article involved no higher
Freight charges than on similar articles
retailing at a decidedly lower price.
He pointed out the display possibilities
of the article in windows, aisle tables,
counters and shelves. He discovered in
a small town in Indiana a manufac-
turer of a material which was hardly

September 8, 1926

ADVERTISING AND SELLING

rouin?Bia

The Largest Catholic Magazine in the World

Three-quarters of a million Knights of Columbus
families are getting acquainted with this sparkling
new companion to White Rock Mineral Water
because COLUMBIA was one of the magazines
selected to introduce White Rock Pale Ginger Ale.

It is to be expected that the series of attractive
White Rock advertisements which COLUMBIA is
now running will win a host of loyal friends for
this new product.

For this advertiser, like many others, will par-
ticipate in the loyalty and confidence and respon-
siveness which distinguish COLUMBIA'S more
than two and one-half million readers.

PAJ.E. DRV 1

GingerAte,

81b4©f Ale

MADE ONLY WITH WHITE ROCK WATER

Returns from a questionnaire mailed
to subscribers show that COLUMBIA
has more than two and one-half mil-
lion readers, grouped thus: —

Men
Women
Boys under 18
Girls under 18

1,211,908

1,060,420

249,980

244,336

TOTAL 2,766,644

The Knights

Columbus

Publish, print and circulate COLUMBIA from
their own printing plant at Neu> Haven, Connecticut

Net Paid
Circulation

748,305

Member
A. B. C.

Twelve months average, ended June 30th 1926

Eastern Office

D. J. Gillespie, Adv. Dii

23 W. 43rd St.

New York

Western Office

J. F. Jenkins, Western Mgr.

134 S. La Salle St.

Chicapo

ADVERTISING AND SELLING

September 8, 1926

^*&

** -•■ ■-•-Jidz

Let us tell you of the application
of your product in the gas in-
dustry. No cost or obligation
to you.

IS
Gas Age-Record

9 East 38th Street
New York

<^—

A. B. C

A. B. P.

MS. j| "' - -•

25f£r .J We also publish Brown's Directory of

gV» i3 American Gas Companies and the Gas

'"" ■ ~\ Engineering and Appliance Catalogue.

Gas Age -Record

The Spokesman of the Gas Industry'

known and fighting for volume, but
which lent itself wonderfully to display
of just such an article. By working
closely with him he secured an incred-
ibly low price on an exceptionally large
quantity — enough to tide this maker's
overhead until new customers could be
secured.

Best of all, he wrote an illustrated
sales manual for dealers' salespeople,
which portrayed the right and wrong
ways of presentation of the product to
the consumer. Then he turned around
and wrote another sales manual for the
outside salesman for the rtailer, which
differed as much from the sales manual
he originated for the jobber salesman
as could be imagined. For this sales
promotion manager's greatest ability,
as I have been given to see it, is dis-
crimination. He does not put the con-
sumer argument in the manual of the
salesman who is trying to sell the
dealer. Nor does he put in the manual
of the retailer's salesman a dealer type
of argument.

Every sentence and every suggestion
is written with an intimate knowledge
of what he wishes to achieve and of
the best means of achieving it.

With the cooperation of the adver-
tising manager he worked out one
newspaper campaign for wholesalers
and another for retailers. In each
case the manufacturer's expense was
merely the cost and transportation of
the electrotypes.

But it should be recorded that over
nine thousand wholesalers and retailers
took advantage of this electrotype ser-
vice, either for independent advertise-
ments or advertisements run wholly at
their expense, surrounding the large-
space advertisements inserted in local
newspapers by the manufacturer.

Modern methods in sales promotion
departments — and in service depart-
ments— in the last analysis, must de-
pend upon a meeting of minds. And
the sales promotion manager or the
service manager who can make the
most minds meet under the most favor-
able circumstances, need never fear for
the success of his department.

Christmasitis

[CONTINUED FROM PAGE 25]

I wonder how many women agreed
with him that it was what his head-
line promised: "The Ideal Christmas
Gift."

Personally, if I rightly understand
the meaning of that word "ideal," that
particular outfit would score about 17
on a scale of 100 in an "ideal" ranking.
I hope that not too many husbands
took him seriously!

For some reason manufacturers of
cleaning appliances seem to regard
their products as peculiarly the ne plus
ultra of giftdom.

"The Gift She Values Most," for in-
stance, wasn't used for jewelry, or
lingerie, or silverware, or furniture,
or furs, or some token that would assay

September 8, 1926

ADVERTISING AND SELLING

Social Register
Chicago

Social Register
Philadelphia

OSS. A— T.I— •*— >

These books list the men of
wealth and distinction in—

Detroit, Chicago, Boston,
New York and Philadelphia

To the leading five thousand of these men, a thou-
sand in each city, selected by a comparison of their
membership in exclusive clubs, we wrote simply,
"Do you read Judge?"

One thousand four hundred and fifty -two answered
at once.

58.7% read Judge

More than five hundred took the trouble to write
at greater length how much and why they liked
Judge.

Nearly everyone added that his family all read
and enjoyed Judge.

Fifty-two times a year Judge goes before these cul-
tured and discriminating people.

May we send you a ten-minute digest of the real
facts about Judge ?

Judge

Management of

E. R. Crowe and Company, Inc.

New York Established 1922 Chicago

ADVERTISING AND SELLING

September 8, 1926

You've read a lot of argument
about direct mail —

What's the truth about direct mail advertising?
If $450,000,000 is invested in it yearly— if there
are more users of direct mail than of any other
single medium — if General Motors spends two
million a year in direct mail — isn't it time that all
advertising men learned to use it properly? The
proper use of direct mail advertising is simple.
It lays no claims to magic. But it is something
more than merely printed matter, or mailing lists
or multigraphing. It's a state of mind about what
advertising is supposed to do.

Now read The MAILBAG

— all about direct mail advertising
monthly, one dollar a year.

The MAILBAG is edited for sales and advertis-
ing executives who are busy on important jobs
but who will find time to read anything as worth-
while as this is. Do it now.

MAILBAG PUBLISHING CO., 508 CAXTON BLDG., CLEVELAND

OISPLAY advertising forms of
Advertising and Selling 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 advertisements to appear
in the Sept. 22nd issue must reach
us not later than Sept. 13th. Classi-
fied advertisements will be accepted
up to Saturday. Sept. 18th.

high in sentiment, even though modest
in monetary valuation. The advertiser,
apparently wiser in feminine psy-
chology, used it in connection with an
illustration of a woman in ecstatic rap-
tures over a carpet sweeper. If he be
right, then all I know is that I've been
terribly inefficient for the past eleven
years in buying Christmas gifts for
Mrs. Gilpatrick — and all fellow-hus-
bands of my acquaintance have been
equally wasteful. Evidently we're just
hopelessly dense men-folk, unable to
penetrate the intricacies of a woman's
mind.

ANOTHER friend, this time one of
the male sex, commented sarcasti-
cally on the recommendation of one ad-
vertiser to "give a wrench for Christmas
in a special Christmas box," followed by
the suggestion that its first use could be
in mounting the Christmas tree. My
friend wanted me, as an advertising
man, to tell him whether the wrench
was to be presented before Christmas
or was to be used by its giver and
then be re-wrapped, put back in its
Christmas carton and handed to its
recipient. Not being able to read the
advertiser's mind, I could not enlighten
him.

Obviously, these examples fall far
short of exhausting the list of adver-
tisements which struck discordant notes
in the Christmas harmony.

Nevertheless, I believe — and hope —
that they are wholly sufficient to bring
back to mind the unquestionable truth
that December advertising is always
blemished by undignified scrambles to
capitalize the Christmas spirit. (With
garbage pails as a precedent, this year
we may logically expect to see perspira-
tion deodorants, halitosis remedies and
sanitary bowl-brushes urged on gift-
buyers).

Christmas will be with us again be-
fore long. Preparation and production
of Christmas insertions is already
under way.

Will those of the advertising craft
responsible for the messages that ap-
pear assent to repeat the incongruities
of the past, or will they convince their
employers that something more than
holly leaf borders, Christmas headlines
and backgrounds of reindeer and
candle-lit trees is needed to bring a
piece of merchandise into harmony
with the Christmas season?

Advertisers evidently need to be
made to realize that there are com-
modities which not even four-color
plates of the Star of Bethlehem shining
above the manger can transmute and
exalt.

J. George Frederick
Heads Committee

J. George Frederick, president of the
Business Bourse, has been appointed
chairman of the research group of the
members' general council of the New
York Advertising Club.

September 8, 1926

ADVERTISING AND SELLING

Serving the Interests of Women
in the Small Town

Katharine Clayberger, Editor

Mary B. Charlton, Managing Editor

Marion M. Mayer, Service Editor

Lyle J. Bryson, Art Editor

Frederic W. Howe, Director of the School of Household Science &
Arts of Pratt Institute

Emma F. Holloway, Supervisor of Institutional Courses, School of
Household Science & Arts of Pratt Institute

Elizabeth C. Condit, Supervisor of Home Making Courses, School
of Household Science £2? Arts of Pratt Institute

Marjorie Kinney, Supervisor of Clothing Courses, School of House-
hold Science ^ Arts of Pratt Institute

Eve Kittleson — in charge of the Fashion and Dressmaking Dept. of
the Home-Makers' Bureau of People's Home Journal

Helen Hathaway — in charge of the Etiquette Dept. of the Home-
Makers' Bureau of People's Home Journal

Katharine Lee — in charge of the Beauty Service of the Home-
Makers' Bureau of People's Home Journal

Marianna Wheeler — in charge of the Baby Service of the Home-
Makers' Bureau of People's Home Journal

Margaret Kingland — in charge of the Knitting and Crocheting
Dept. of the Home-Makers' Bureau of People's Home Journal

Dorothy Haldane — in charge of the Embroidery Dept. of the
Home-Makers' Bureau of People's Home Journal

Thornton W. Burgess — author of the Green Meadow Club Stories
for children

Irene H. Burnham — Chairman of the Division of Home Making,
in the Department of the American Home Federation of
Women's Clubs

Favorite authors :

Norma Patterson Chart Pitt

Agnes Louise Provost Nelia Gardner White

f"The greatest fundamental on zvhich to judge the*$L
character of any publication — Its Editorial Appeal" JJ

JOURNAL

ADVERTISING AND SELLING

September 8, 192t

Rate for advertisements inserted in this department is 36 cents a line — 6 pt. type,
charge $1.80. Forms close Saturday noon before date of issue.

Minimum

Position Wanted

Help Wanted

A SALES PROMOTIONIST

With two years' experience in 4-A Agency,
and five years of planning, writing and pro-
ducing direct-mail, publication, display and
dealer advertising for two leading manufacturers.
Highly successful editor of house magazines. A
record of effective personal selling of advertis-
ing plans and ideas. For the manufacturer wish-
ing a man to devise effective sales promotion
and advertising plans and sell them, to his organi-
zation and customers — or for the agency wishing
a seasoned executive for plan, copy and con-
tact, this man will bring a keen intelligence,
ability to cooperate effectively and a wide ex-
perience. He is now employed as advertising
manager but is more interested in the oppor-
tunity being unlimited than in a large ini-
tial income. He is married, 36 years old,
college educated, Christian. For an interview
address Box No. 416, c/o Advertising and Sell-

WANTED
ADVERTISING SERVICE EXECUTIVE

By High-class, well-established advertising ser-
vice corporation. This position offers an ex-
cellent opportunity for growth with a young,
rapidly developing organization in the Middle
West.

The man we desire is twenty-five to thirty-five
years of age ; college man with agency expe-
rience preferred ; energetic, industrious, versatile,
and able to produce a good volume of clever,
punchy, attention-compelling copy.
Kindly submit full details of personality, ex-
perience and present earnings, with samples of
work.

Applications treated with strict confidence and
no investigation made without permission.
Address: Box 415, care of Advertising & Sell-
ing 9 E. 38th St., N. Y. C.

Business Opportunities

ing, 9 E. 38th St., New York City, N. Y.

HARRY I. NEAMAN, successor to The Home-
wood Pharmacal Co., Pittsburgh, Pa., manufac-
turer of TODD'S TONIC, is in the market for

WOMAN WRITER seeks position on publica-
tion specializing on subjects of interest to
women ; has edited woman's page for prominent
metropolitan newspaper ; has served as feature
writer for newspapers and magazines ; has been
fashion editor for well known fashion magazine.
(Whole or part time.) Box No. 413, Advertis-
ing and Selling, 9 E. 38th St., New York City.

small ads, not to exceed one hundred words.
This tonic is seasonable the four seasons of the
year, and about ten advertisements for each sea-
son are desired. Will pay fifty cents per line
for those accepted. For information as to in-
gredients and merits of this tonic, write to the
above address.

Newspaper Executive, experienced in all branches,
now advertising and assistant business_ manager,
seeks connection with owner or publisher who
requires services of producer. Good reasons for
change desired. Available October first. Ex-
ceptional references. Box 417, Advertising and
Selling, 9 East 38th St., New York City.

Multigraphing

Quality and Quantity Multigraphing,

Addressing, Filling In, Folding, Etc.

DEHAAN CIRCULAR LETTER CO.. INC.

120 W. 42nd St.. New York City.

Telephone Wis. 5483

Help Wanted

WANTED — Eastern publishers' representatives
for California Petroleum publication. Box No.
410, Advertising & Selling, 9 E. 38th St., New
York City.

Miscellaneous

BINDERS

PUBLICITY PRODUCTS
Advertising Specialty Salesman, character, ability,
address; all advertising specialties ;_ prolific field;
liberal commission, fullest cooperation free lance
and side line men. Litchfield Corp., 25 Dcy St.,
New York.

"GIBBONS knows CANADA"

&E£ ENTLY
H IS II 0 ft' C II E t3>

By the Meredith Publications, Des
Moines, Iowa. — "What Farmers Eat."
A valuable booklet concerning the farm
market for foodstuffs. It contributes
to the general knowledge needed in the
merchandising of food products in
rural markets, and is the result of an
investigation conducted in the thirteen
North Central States which are consid-
ered to be the heart of the food pro-
ducing territory of this country. The
summary of this investigation supplies
the merchant, the manufacturer and the
advertiser with a picture of the situa-
tion in rural markets; it furnishes
them with detailed information con-
cerning conditions there; it permits
them to estimate the present and future
value of these districts as markets for
their wares, and indicates mediums for
bringing their merchandise to the at-
tention of the farmer. Distributed free
upon request.

By the Chilton Class Journal
Company, Philadelphia. — "Basic Facts
on Automotive Distribution." Contains
groups of statistics combined in a prac-
tical and useful form for the purpose
of allowing the automobile market pos-
sibilities of the entire country or any
zone of it to be gaged. Free upon re-
quest.

By the Metropolitan Life Insur-
ance Company, New York. "Methods
of Handling Salesmen's Expenses." A
study of the various methods by which
representative companies have success-
fully controlled, reduced and verified
traveling expenses. A section is devoted
to expenses incurred in the operation
of automobiles by salesmen and charts
are included in which the forms used
by several companies are reproduced.
Free upon request.

TORONTO

J. J. Gibbon* Limited, !./:■.
MONTREAL

rlnint Agents

W1NNIPFG

By D. Van Nostrand Co., New York.
—"Trade-mark Profits and Protec-
tion," by Harry A. Toulmin, Jr. This
is a very readable and well arranged
handbook on the rules and regulations
of the trade-mark law and how they
may be applied to the practical affairs
of business. To illustrate points, the
author uses the instances and anecdotes
which he found most appealing to busi-
ness men in his addresses to them
throughout the United States. The
method employed is to teach by prac-
tical example and actual instance.
There is an index and large appendix.
Illustrated. Price, $4.

By Reference and Rate Service,
Inc., New York. — "Quarterly Book for
the Foreign Language Press of Amer-
ica." A careful study and consolida-
tion of the data regarding the rates and
circulations of the foreign language
publications. Carefuly arranged so
that information concerning any for-
eign language publication may be read-
ily obtained. Price $10.00 yearly.

September S, 1926

ADVERTISING AND SELLING

T1.H11E EMICKSGM OTMMNY

^tdve riis-uu/

381 FOURTH AVEXUE,:?raW YORK

If you want to know about our work,

•

watch the advertising of the following:

BON AMI

CONGOLEUM RUGS

VALSPAR VARNISH

GRINNELL SPRINKLERS

McCUTCHEON LINENS

PETER SCHUYLER CIGARS

ANSCO CAMERAS AND FILM

COLUMBIA WINDOW SHADES

TARVIA

DUZ

MILLER TIRES

WALLACE* SILVER

THE DICTAPHONE

BARRETT ROOFINGS

NAIRN INLAID LINOLEUM

COOPER HEWITT WORK-LIGHT

TAVANNES WATCHES

BONDED FLOORS

HAVOLINE OIL

NEW-SKIN

What vie'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

ADVERTISING AND SELLING

September 8, 1926

Advertisers' Index

s***^

Ajax Photo Print Co 68

Akron Beacon Journal, The 6

American Lumberman 73

American Telegraph and Telephone Co. 67

Architectural Record. The 68

Vssnriatcd Business Papers 79

Associated Dailies of Florida 73

Baker's Helper 75

Baker's Weekly 76

Barton, Durstine & Osborn, Inc 31

Batten Co., Geo 57

Birmingham News, The 9

Boston Globe, The 14-15

Buffalo Courier Express 76

Buffalo Evening News, The 11

Business Bourse, The 52

Butterick Publishing Co Insert 50-51

Cantine Paper Co., Martin 91

Capper Publications 41

Chicago Daily News, The

Inside Front Cover

Chicago Tribune 98

Christian Science Monitor 35

Cincinnati Enquirer, The 47

College Humor 61

Columbia 81

Commerce Photo-Print Corp 76

Crowe & Co., E. R 83

Dallas Morning News 52

Denne & Co., Ltd., A. J 68

Detroit Free Press Inside Back Cover

Detroit Times, The 51

Diamant Typographic Service, E. M... 68

eastern Distributing Corp 75

Einson-Freeman Co 52

Empire Hotel 76

Erickson Co., The 87

Evans-Winter-Hebb, Inc 46

[/]

[f]

Gatchel & Manning, Inc

General Outdoor Adv. Agency

Insert bet. 74-75
Gibbons, J. J., Ltd 86

[*]

7(1

Hall, S. Roland

Hampden Glazed Paper Co.

Insert bet. 74-75

Henry Co, Arthur 72

Hotcnkina, W. R 66

House Beautiful 43

Hoyt Co., Charles W 58

Huntting Co, The H R 74

Igelstroem Co., The John 80

Indianapolis News, The 4

Industrial Power 64

Iron Age, The 39

[J]

Jewish Daily Forward, The 75

Judge 83

[*]

Fainhild Publications 77

Feather Co, The Wm 80

Federal Advertising Agency 37

Fort Worth Star-Telegram 65

Foundry 89

Fourth Estate 13

French Line 96

Katz Special Advertising Agency 53

Knit Goods Pub. Co 80

[I]

Literary Digest

[m]

Mailbag, The

Market Place

McCann Co., The H. K

McGraw-Hill Book Co, Inc

Mergenthaler Linotype Company.

84
86
18
56

l(i

National List Co 67

National Outdoor Advertising Bureau. 59

National Petroleum News Back Cover

National Register Publishing Co, Inc.. 68
Nation's Business 8

[o]

Oklahoma Publishing Co 54-55

Oral Hygiene 70

[P]

Penton Pub. Co 89

Peoples Home Journal 85

Pittsburgh Press, The 7

Postage 67

Power 63

[r]

Richards Co, Inc, Joseph 3

Robbins Pub. Co 82

Ronalds Press 45

Savoy Hotel 62

Selling Aid 75

Scripps-Howard Newspapers 69

Sheppard Co, The C. E.
Simmons-Boardman Publishing Co.

48
33

Smart Set 92:

Spur, The 16

St. James Hotel 80

St. Louis Globe-Democrat 71

Sweetland Advertising, Inc 56

System Magazine 90

Textile World 12

;)er am

West Virginia Paper and Pulp Co.

Insert bet. 66-67

Zero

711

Moderation

By James M. Campbell

ON a certain day in December,
1922, 1 was one of ten men who ate
luncheon together in a private
dining room in the principal hotel of a
city in the Northwest.

With the exception of myself, these
men were members of the local Cham-
ber of Commerce. They had met to
discuss a matter in which they and the
city in which they lived were vitally
interested. I attended the luncheon in
the capacity of an "innocent by-
stander."

At the proper time, the Secretary
of the Chamber of Commerce introduced
the subject which was in everybody's
mind. He did a good job — that is, he
told his story briefly but in sufficient
detail, and he stopped when he had
nothing more to say.

"Now," said he, "I should like to
know what you gentlemen have to
suggest."

Seven of the gentlemen had nothing
to suggest and said so in a great many
words.

Finally, the Secretary turned to a
man who was seated opposite him and
said, "Mr. B., let's hear from you."

Mr. B., my guess is, was the oldest
man in the room. And, guessing again,
I should say that he had not had the
benefit of a high-school, let alone a
college education. Yet, in the course of
a five minutes' talk he outlined a meth-
od of procedure which appealed to ev-
ery man around the luncheon table.
What impressed me most about his
speech was the moderation of it. His
manner was almost apologetic. His
voice was so low that it was not always
easy to hear what he said. Time and
again, he hesitated as though trying to
find a word that would express clearly
the thought that was in his mind. Nev-
ertheless, when he resumed his seat, I
knew — and so did every man in the
room — that the luncheon had been a
success.

On my way back to the office of the
man whose guest I was, I said to him,
"Who is Mr. B?"

He laughed. "He is almost the only
man in this city who isn't broke," he
answered. "A couple of years ago, he
turned everything he owned into cash —
said that prices were altogether too
high to last. Said, too, he was a whole
lot better off than he ever expected to
be. About the time he got rid of his
last piece of property, values crashed.
The rest of us are holding the bag. B.
is on Easy Street."

"Yes?" said I. "He impressed me as
being the sort of man who would not
overplay his hand."

"Right!" said my host. "That is why
he is successful. When he buys a thing,
he fixes the price at which he is willing
to sell it. He does not make the mis-
take most of us make of hoisting his
price every time he gets an offer that
is anywhere near it. He is what you
might call a man o' moderation."

September 8, 1926

ADVERTISING AND SELLING

«.

■uri-i

i i

i'.I

iiority

THE FOUNDRY is pre-eminent.
It is the only publication in the huge
metal-casting industry. Ever since
its first appearance 34 years ago,
THE FOUNDRY has maintained
this dominant position.

Its excellence is proved by its far-reach-
ing circulation. In the United States and
Canada are 6280 foundries ; in these metal-
casting plants are 7289 regular subscribers
to The Foundry who read it twice a month.
In addition nearly 1400 copies of each num-
ber go to subscribers abroad.

"Wherever metals are cast, you'll find THE FOUNDRY"

A PENTOS PVBLICATIOH

Penton Building

MEMBER A. B. C. and A. B. P.

Cleveland, Ohio

ADVERTISING AND SELLING

September 8, 1926

his is the fifth of a series of advertise-
ments giving analyses of circulation in
typical cities. If you missed the first
four analyses, write for copies today!

7a, PROVIDENCE

-your sales objective is New England's second largest market.
Here, in the smallest State in the Union, you rind the greatest diver-
sity of industrial production. A billion dollars' worth of textiles,
rubber goods, fire extinguishers, jewelry, foundry and machine
products, bank supplies, telephones, paint, automobile accessories,
and other articles are produced annually by 200,000 industrial workers.

Selling to this market involves three groups of executives who
hold the purse-strings of business. And here in Providence — buy-
ing center of Rhode Island— 85.6% of the circulation of ^mag^TnTTb".5^1^
goes to members of these three groups.

PROPRIETARY

Owners 117

Partners 27

CORPORATE OFFICIALS

Presidents 139

Vice-Presidents 32

Treasurers 33

Secretaries 27

Bank Cashiers 5

OPERATIVE EXECUTIVES

General Managers and Assistant

General Managers 61

Superintendents and General Foremen ... 29

Comptrollers, Auditors and

Accountancy Executives 23

Purchasing Agents 21

Professional Men 20

Sales and Advertising Managers 19

Financial Executives 10

Office Managers 5

Credit Managers 5

Traffic Managers 1

Efficiency Engineers 1

Sub-total 85.6'

575

OPERATING AND MISCELLANEOUS

Selling 39

Office 34

Miscellaneous 24

Total (100%) 672

A most direct route to the buying power of Rhode Island is made
available by the concentration of i>« ma^TneTbusjness circulation among
business executives.

r^^Lrr*

CHICAGO

The M AGAZIN E of BUSI N ESS
k-T JL \J A J3~i ATA

NEW YORK

Issue of September S, 1926

The NEWS DIGEST

A complete digest of the news of advertising and selling is here compiled
for quick and convenient reference £<► The Editor will be glad to receive
items of news for inclusion in this department £<*• Address Advertising
and Selling, Number Nine East Thirty-eighth Street, New York City

CHANGES IN PERSONNEL

Name Former Company and Position t\'ow Associated With Position

A. R. Leininger "Liberty," New York, In Charge of Same Company Eastern Adv. Mgr.

Howard H. Seward .

M. V. Edds "Liberty,'

John T. Hoyle Carnegie

burgh,

George B. Whitson.

Elmer Richards Co., Chicago Adv. Mgr.

New York City Div.

Liberty," New York, Sales Dept Same Company In Charge of the New York

City and Connecticut Div.

New York, Sales Dept Same Company In Charge of the New York

City and North Jersey Div.

Institute of Technology, Pitts-. . J. Jay Fuller, Buffalo, N. Y Copy Chief

Pa., Instructor of Advertising
and Publishing.
Rice, Stix Dry Coods Co.. .
St. Louis, Mo., Adv. Mgr.

D. Morris-Jones Andrew Cone Gen. Adv. Agcy Morris-Jones & Stewart, New York. . . Pres.

New York, Vice-Pres.

E. T. Stuart Alfred N. Williams Co., New York Morris-Jones & Stewart. New York . . Vice-Pres.

F. C. Kenyon, Jr Congoleum-Nairn, Inc., Phila George Batten Co., Inc., New York.. Acc't Executive

Robert E. Kane Chappelow Adv. Co., Inc., St. Louis, Mo.. Union Electric Light & Power Co. . .Adv. Mgr.

St. Louis

Waldo Hawxhurst Olmstead, Perrin & Leffingwell, Inc "Harper's Bazar," New York Eastern Adv. Staff

New York
Roy L. Rubel "Daily News," Chicago, Adv. Dept Same Company Sales Pro. Mgr.

F. E. Tracy Val Blatz Brewing Co., Milwaukee The Sterling Motor Truck Co Adv. & Sales Pro. Mgr.

Adv. Mgr. Milwaukee

M. Dale Ogden Humphrey Co., Kalamazoo, Mich Sutherland Paper Co., Kalamazoo. . .Adv. Mgr.

Adv. Mgr.

David Lampe The Hub, Baltimore, Md., Adv. Mgr Lansburgh & Bro., Washington, D. C.In Charge of Adv. & Sales

Pro.
C. H. Smith Westinghouse Union Battery Co Same Company Pres.

Swissvale, Pa., Vice-Pres.
J. L. Rnpp Westinghouse Union Battery Co Same Company Vice-Pres. of Engineering

Swissvale, Pa., Sales Mgr.

G. B. dishing Westinghouse Union Battery Co Same Company Sales Mgr.

Swissvale, Pa., Ass't Sales Mgr.

W.F.Peters The Wbite Co., Cleveland, Ohio General Body Co., Defiance. Ohio Dir. of Sales

Paul S. Weil Frank Kiernan & Co, New York Albert Frank & Co., New York In Charge of Radio Adv.

C. B. Cabaniss Frank Kiernan & Co, New York Albert Frank & Co., New York Acc't Executive

S. R. Jones ,;Nelson-Chesman, St. Louis J. Jay Fuller. Buffalo, N. Y Member of Staff

Acc't Executive
Norton Forgie .Upson Co., Lockport, N. Y J. Jay Fuller. Buffalo, N. Y Member of Staff

Sales Pro. Dept.
W. C. Sprong "Bulletin of Pharmacy" Topics Pub. Co., Inc., New York . . .

New York Adv. Rep.

Arthur A. Starin Peck Adv. Agcy., New York Topics Pub. Co.. Inc., New York ...

Frank W. Bowen American Telephone & Telegraph Co..' .. ."Confectioners Gazette," New York.

New York

Mark Casper "The Radio Digest," New York "Confectioners Gazette," New York...4dt>. Mgr.

John Ryan "Confectioners Gazette" Same Company Western Adv. Mgr.

Western Adv. Rep.

Thomas J. Darcy "Irish Confectioner," Ass't Sales Mgr "Confectioners Gazette." New York .. Business Mgr.

J. R. McKinney Van Name & Hills, Inc.. New York McLain-Simpers Organization, Phila. .Art. Dir.

Roger Wolcott Brenninger & Wolcott. Inc., Boston Wolcott & Holcomb, Inc., Boston ...Pres.

Charles A. Holcomb. . .Smith Endicott Co., Boston Wolcott & Holcomb. Inc.. Boston ...Vice-Pres.

Arthur W. Manuel Safe-Cabinet Co., Marietta, Ohio The Manuel Lustrolite Co., . ..Pres.

.Sales Executive Staff

.Service Mgr.
.Classified Adv. Mgr.

Minneapolis District Mgr.
B. Maston General Outdoor Adv. Co.

"Times." Washington. D. C

Ass't Publisher

M. Perrin General Motors Export Co.. N. Y

Adv. Div.

Gerald A. Carew Story. Brooks & Finlev. New York Office

I. Raymond Spector. . .The Blue Book Publishing Corp.

George F. Nieberg
E.

Minneapolis
. .G. C. Kirn Adv. Sign Co., Sales Staff

St. Louis. Mo.
. ."Capper's Weekly," New York Office. Eastern Mgr.

. .Fmnk D. Webb Adv. Co., /" Charge of Copy & Prod

Baltimore, Md.

. .Geo. B. David, Chicago Office Mgr.

. Spector & Goldensky, Phila Partner

.Eastern Sales Mgr.

M. E. Goldensky Music Master Corp., Phila., Adv. Dert.. . .Spector & Goldensky, Phila Partner

Edward S. Morse Saks-Fifth Ave., New York, Adv. Dir Pacific Mills, New York Office ...Adv. and Sales Pro.

C. A. Tucker Union Tool Chest Co.. Inc., Rochest-r,. .Hickey-Freeman Co.. Rochester, N. Y .Ass t Adv. Mgr.

N. Y.. Mgr. of Sales Pro.
Wayne Smith Vassar Swiss Underwear Co., Chicago Same Company

Sales Mgr. in Chicago c ?• ■

James Jennings Wm. Rankin Co., New York Kelly-Smith Co., New York Solicitor

Space Buver „. ,, . , n <

Frank E. Rutledge Brown & Bigelow, Inc., New York "New York Evening Graphic Natl Adv. Uept.

Brooklyn Sales Mgr. New York

ADVERTISING AND SELLING

September 8, 1926

6VzW<

ence

An advertiser, using a
SMART SET bark cover,
says: "It will interest you to
know that of all the various
national magazines and large
metropolitan Sunday news-
papers used, SMART SET led
the list at the lowest cost per
inquiry."

Illustrations occupied more
than half the page. Copy space
was largely taken up by a list of
products. A small coupon of-
fered a "Get Acquainted" pack-
age with a little booklet at a
cost of twenty-fire cents.

The younger element is the
buying element.

The JYCinuet
zyfnd the Schottische

The Minuet with its beauty and dignity, the Schottische with its
curtseying and pirouettes might still be popu'ar dances if the choice had
remained with the older generation. But for young people these dances
were too slow. And now the Charleston, the peppiest dance of them all
rapidly loses favor.

Aggressive youth has struck a new tempo. The old-fashioned girl
who sat at home with her crocheting and fancy work has disappeared.
Youth, coming into its own, buys freely those things that contribute to
beauty, comfort, freedom and happiness.

Over half a million of these fun-loving young people read SMART
SET every month. During the day they work in offices, in stores, in
factories at a thousand different jobs to earn that they may spend. But
night time is made for fun, for romance, for adventure. That means
spending money, buying.

You will find that these are the type of people who read SMART
SET. Furthermore, you can now buy a 500,000 circulation for the
price of a net paid sale of 400,000 copies. This assures you of an ex-
ceedingly large circulation bonus.

Summing up, SMART SET offers you a large circulation at a low
rate, made still lower by the amazing circulation bonus. And the hulk
of this circulation is in the principal trading centers, your best marketing
areas from which the bulk of vour sales should come. But above all,
SMART SET reaches—

The younger element, the buying element of today and of many to-
morrows.

MMLT

R. E. BERLIN, Business Manager

119 West 40th St., New York

Chicago Office, 360 N. Michigan Ave.

September S, 1926

ADVERTISING AND SELLING

80S

"""*• • The NEWS DIGEST . S,'Z°, °L

& Selling

202

Name

CHANGES IN PERSONNEL {Continued)
Former Company and Position Now Associated With

Position

Frank Berry American Type Founders Co., New York. .Same Company Pres.

\ ice-Pres.

G. A. Beach Condon-Crawford Corp., Dir. of Sales Union Tool Chest Co., Rochester, .. .V ice-Pres. in Charge of

N. Y. Sales

Arthur Roberts The Curtis Publishing Co., Phila The Joseph Katz Co., Baltimore Md. .Executive Staff

Carl P. Penny "New York World," New York "Morning Telegraph," New York Ass't Business Mgr.

Fred Mason American Suger Refining Co., New York. .Spark-Lin-Ale, Inc., New York Chairman of the Board

Vice-Pres. in Cliarge of Sales
F. W. Schultz Iron Age Publishing Co., New York McGraw-Hill Catalog & Directory. .. .Marketing Counselor

Eastern Adv. Rep. Co., Inc., New York

W. B. Turner George Batten Co., Inc., New York Aitkin-Kynett Co., Phila In Charge of Prod.

A. C. Arnold Frank D. Webb Co., Baltimore Aitkin-Kynett Co., Phila Contact

S. E. Kiser Frank Seaman, Inc., New York Edwards, Ewing & Jones, Inc., New../n Charge of Copy

Acc't Executive York Office

Elmer R, Seeley Seeley & Co., Boston, Pres Criterion Adv. Co., Chicago Office ... Western Vice-Pres.

H. M. McCargar B. Kuppenheimer & Co., Chicago Resigned

Adv. Mgr.
H. McMeans Vassar Swiss Underwear Co, Chicago Winship, Boit & Co Sales Mgr.

Eastern Sales Mgr. Wakefield, Mass.

Robert J. Heuslein Printing Machinery Co., Indianapolis Russell Ernest Baum, Indianapolis. . .In Cliarge of Indiana Sales

Pres. & Gen. Mgr. Territory

Barry N. Collins Oldham & Farnham Co.. Minneapolis Tribune Job Printing Co Sales Staff

Vice-Pres. & Mgr. Minneapolis
Elmer W. Leach Champion Animal Food Co., Minneapolis. Same Company Vice-Pres.

Sales Mgr.
J. F. Koch Champion Animal Food Co., Minneapolis. Same Company Sales Mgr.

Ass't Sales Mgr.
C. A. Darling "Radio Manufacturers Monthly," Same Company Gen. Mgr.

Chicago, Business Mgr.
Robert G. Stebbins. . . .Wentworth Adv. Service, Minneapolis. .. .Stockland Road Machinery Co Adv. Mgr.

Sales Rep. Minneapolis

Fred'k D. Montgomery. Manz Corp., Chicago, Sec'y Same Company Pres.

Frank J. Bersbach Manz Corp, Chicago, Vice-Pres Same Company Gen. Mgr. and Executive

Vice-Pres.

Paul Manz Manz Corp, Chicago, Vice-Pres Same Company Treas.

Kay M. Grier The Blue Diamond Co., Los Angeles Same Company Ass't to Pres.

Adv. Mgr.

L. J. Penney "American," Chicago Elias C. Lyndon, Inc., Charlotte, N. C.Copy Chief

Howard Quinn R. L. Polk & Co, Seattle, Wash, Mgr Same Company Direct Mail Division

A. Isaacs Reliance Picture Frame Co, New York... Star Brush Mfg. Co, Brooklyn, N. Y. .Sales Pro. and Adv.

Pro. Mgr.
C. H. Sanborn.-. Russell-Miller Milling Co, Minneapolis. . .Same Company Vice-Pres. in Charge of

Gen. Sales Mgr. Sales

J. J. Messier.... Emil Brisacher & Staff, San Francisco.... Heintz & Robertson, Los Angeles ...Plan and Copy Executive

Robert L. Windmuller. Harry L. Hussman Refrigerator Co, General Refrigerator Co, Rockford, .. Sales Mgr. Wholesale Div.

St. Louis, Mo, Gen. Sales Mgr. Ill, Office

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS

Name

Address

Product

Now Advertising Through

Charles Freshman Co New York Radio Apparatus Albert Frank & Co, New York

The Ownmore Co Mountain Lake, N. J Real Estate Albert Frank & Co, New York

The Cord Meyer Development Co... Forest Hills, L. I Real Estate Wilson & Bristol, New York

The Verplex Co Bound Brook, N. J Lithographing Process.. . Wilson & Bristol, New York

Amrad Corp Medford Hillside, Mass.. Radios CampbeU-Ewald, Cincinnati Office

The Foxboro Co, Inc Foxboro, Mass Recording Instruments. . Wolcott & Holcomb, Inc., Boston

Mitchell Mfg. Co Milwaukee, Wis Playground Apparatus. . . Editorial Service Co, Milwaukee

White Sewing Machine Co Cleveland Sewing Machines John S. King Co, Cleveland

Nome Mfg. Co New York Ball Gum Vending The Evander Co, New York

Machines

The Amcoin System, Inc Buffalo, N. Y Glass Coffee Urn .1. Jav Fuller, Buffalo, N. Y.

Denninson Mfg. Co Framingham, Mass Paper Products The G. Lynn Sumner Co, Inc, New York

Hitchcock & Curtiss Knitting Co Hartford, Conn "Spartan" Golf Hose ...J. D. Bates Adv. Agcy, Springfield, Mass.

American Radio Hardware Co New York Radio Hardivare Ap-. . .The Evander Co, New York

paratus

The Wayco Oil Corp Detroit Gasoline Distributors . . . .The Warner Co, Detroit

The Hannan Real Estate Exchange. . .Detroit Real Estate The Warner Co., Detroit

The Visometer Corp Long Island City, N. \.."Visometer" Tubes United Adv. Agcy, New York

Stvlemor Shirt Co Chicago Shirts C. E. Brinckerhoff, Chicago

Eifel Flash Sales Corp Chicago Wrenches C. E. Brinckerhoff, Chicago

ADVERTISING AND SELLING

September 8, 1926

IN RECOGNITION

PRINTERS realize that exceptionally good paper is a prerequisite of
exceptionally good — impressive — printing. Experienced creators of
advertising realize it also.

To encourage the production of more impressive printing and direct ad-
vertising, the Cantine Awards were inaugurated some three years ago.
Every three months, two-color, steel-engraved certificates are presented to
the writer and printer of the best work done on a Cantine coated paper.
In addition, the winning work is featured in our national advertising.

Competition of this kind has given many an example of unusual printing
and advertising ability — and its producers — the valuable recognition
they deserve.

The current contest closes December 30th. Between now and then, enter
at least one example of your work. Details and sample papers sent on
request. The Martin Cantine Company, Dept. 328, Saugerties, N. Y.

Cantine ±

Can fold

ASHOKAN

NO I CNAMtL BOOH

Esopus

Velvetone

•>l Ml DUIt - (_, . |4 (V,„|

UthoCIS

COATED OMI SiOC

September 8, 1926 ADVERTISING AND SELLING . 95

VEC* . The NEWS DIGEST ♦ £Z °L

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS {Continued)

Mame Address Product Now Advertising Through

T. J. Bloomer Shoe Co Alton, II] Shoes C. E. Brinckerhoff, Chicago

Electrical Research Laboratories Chicago "Erla" Radios Green, Fulton, Cunningham Co., Chicago

The Kent Hatcheries Kent, Wash "Skookum" Cliieks Arnold-Kraft, Inc., Seattle

Vance Lumber Co Seattle Lumber Arnold-Kraft, Inc., Seattle

Brooklyn Nat'l Life Insurance Co ... . Brooklyn, N. Y Insurance Harold D. Menken Agency, New York

Liberty Mirror Works Pittsburgh, Pa Mirrors Ketchum, MacLeod & Grove, Inc., Pittsburgh

Little Giant Co Mankato, Minn Machinery Adv. Corp., Minneapolis, Minn.

Win. Harris & Co St. Paul, Minn Auto Accessories Adv. Corp., Minneapolis, Minn.

Gripsit Corp Cambridge, Mass Safety Razor Blade. .H. B. Humphrey Co., Boston

Sharpeners

The Employer's Group Boston Insurance Doremus & Co., Boston

Hall & Ruckel, Inc Brooklyn, N. Y "' X-Bazin " and " Sozo- Albert Frank & Co., New York

dont" Toilet Requisites

American Nokol Co Chicago "Nokol" Oil Burners. ... Green, Fulton, Cunningham Co., Inc., Chicago

Robert Leonard Co Boston Leather Specialties Chambers & Wiswell, Inc., Boston '

Winefrede Coal Co New York Coal The Caples Co., New York

Johnson Nut Co Minneapolis Salted Nuts W. Warren Anderson, Minneapolis

Fairfield Hatchery Lancaster, Ohio Hatchery Frank B. White Co., Chicago

Shere Metal Products Co Oakland, Cal Auto Greasing Appliance. K. L. Hamman, Inc., Oakland, Cal.

Pacific Manifolding Book Co Oakland, Cal Sales Books K. L. Hamman, Inc., Oakland, Cal!

American MonoRail Co Cleveland Overhead Conveying Oliver M. Byerly, Cleveland

System

California Fig-Nut Co Orange, Cal Fig-Nuts Henry E. Millar Co., Los Angeles, Cal.

Mortgage Insurance Corp Los Angeles, Cal Bonds Henry E. Millar Co., Los Angeles, Cal.

Sanka Coffee Corp New York "Sanka" Coffee George Batten Co., New York

Insulite Co Minneapolis Sheathing, if' all-Board, . . Fred M. Randall Co, Chicago

etc.

Bendfelt Ice Cream Co Milwaukee Ice Cream Fred M. Randall Co., Chicago

Merrimac Mills Methuen, Mass "Traveltex" Worsted The Arthur Hirshon Co., Inc., New York

Modern Kitchens, Inc New York Electric Toasters The Arthur Hirshon Co., Inc., New York

The Parsons Paper Co Holyoke, Mass Paper Ajax Adv. Agcy, Inc., New York

George R. Swart & Co New York Printing Mach'y and Ajax Adv. Agcy., Inc., New York

Supplies

The Industrial Alcohol Mfr.'s Ass'n. .New York Alcohol J. H. Newmark, Inc., New York

Mendelsohn Cigar Co Cleveland, Ohio "Decision" Cigars Richardson-Briggs Co., Cleveland

W. A. RusseU New York "Warco" Radiator Valves. Tracy Parry Co, New York

NEW PUBLICATIONS

iVom« Published by Address First Issue Issuance Page Type Size
"Money Making" The Consrad Co 53 Park PI, New York October Monthly . . .8x5%

NEW ADVERTISING AGENCIES AND SERVICES, ETC.

Morris-Jones & Stuart 512 Fifth Ave, New York Advertising Agency. D. Morris-Jones, Pres., and Edwin J.

Stuart, Vice- Pres

Gene L. Krause— Advertising.138 Watts St, New York Copy Gene L. Krause

Spector & Goldensky Philadelphia Advertising Agency. I. Raymond Spector & Milton E. Golden-

The Evander Co 220 West 42d Street, New York Advertising Agency. Mortimer Heineman, Director

The Manuel Lustrolite Co. ..Minneapolis Outdoor Electrical. .Arthur W. Manuel, Pres.

Advertising
Harrison-Tobias, Inc 242 W. 55th St, New York Advertising Agency .Lester Harrison and R. D. Tobias

PUBLICATION CHANGES AND APPOINTMENTS

"Daily Courier of the Oranges and Maplewood" Appoints the New Jersey Newspapers, Inc, New York, as its National Advertising

Representative

The Publishing Co. of the Oranges and Has been organized to take over the stock of the Courier Publishing Co. of the

Maplewood Oranges.

"Daily News," Passaic, N. J Appoints Kelly-Smith, New York, as its National Advertising Representative.

"Express," Easton, Pa Absorbed the "Free Press," Easton, Pa.

Popular Health Publishing Co Appoints E. C. Miles, Inc, New York, as its New England Advertising Representative.

"The Western Farmer" Has ceased publication. Its subscription lists and good will have been taken over by

"The Washington Farmer," "The Idaho Farmer" and "The Oregon Farmer"

"Tropical News" Ft. Myers, Fla Appoints The Geo. B. David Co, New York and Chicago, as its National Advertis-
ing Representative.

ADVERTISING AND SELLING

September 8, 1926

r-<^

Incomparable

When early manufacturing processes reached that
stage of development when they were carried on hy
separate classes of individuals these groups began to
take a definite pride in the quality of their work and
to place upon it some symbol which designated it as
their own.

We, too, take a definite pride in the quality of our work
and on every engraving that comes from our plant —
plate, block and proof — you will find the word
Gotham. It is both a symbol of our confidence in it
and a pledge to redeem it should it be unsatisfactory.

If ever our work should not be commensurate with
your standards, you have before you, in our name, a
reminder of our full responsibility for its shortcom-
ings. When the work pleases you — and we are confi-
dent that it will be a rare instance when it does not —
you have before you a reminder that Gotham has
served you efficiently and well. Our name on your
work is at once a contract and a guarantee.

We should appreciate an opportunity to acquaint you
with the character of the work which bears this stamp.

The GOTHAM PHOTO

229 West 28th Street

., Inc.

New York City

Telephone: Longacre 3595

&T4

*-<i9:i

September 8, 1926

ADVERTISING AND SELLING

A dvertising

S? Selling

. The NEWS DIGEST ♦

Issue of
Sept. 8, 1926

PUBLICATION CHANGES AND APPOINTMENTS {Continued)

"Wyoming County Times," Warsaw, N. Y Has been purchased by Levi A. Cass, publisher of the "Western New Yorker,"

Warsaw, N. Y.

"Gazelle,"' Niagara Falls. N. Y Appoints Kelly-Smith Co., New York, as its National Advertising Representative.

"Dailv Post" and "Daily Tribune," Have been merged into the "Post-Tribune," La Salle.

La Salle, 111.

MISCELLANEOUS

The Georg? B. David Co Have opened their offices in Chicago for the exclusive representation of their news-
papers. They will be located at 1900 Wrigley Building. Gerald A. Carew is
manager

Shepherd Advertising, Asheville, N. C Has opened an office at Greensboro, N. C, with George D. Dermody in charge

The Bock Bearing Co., Toledo, Ohio Has been sold to the Timkin Roller Bearing Co., Canton, Ohio, and its name will be

changed to The Toledo Bearing Co.

Crossley & Failing, Inc., Portland, Ore Has become one of the affiliated members of the Hamman Advertising Organization,

Inc., Oakland, Cal.

The Cracker Jack Co., Chicago Has purchased the manufacturing rights to Shotwell's Candied Popcorn and the

Popcorn Division of the Shotwell Manufacturing Company's business.

"Liberty," New York Has opened an automotive division in Detroit with Henry L. Hornberger as manager

The Lake Shore Poster Advertising Co., Has been sold to the Harry H. Packer Co., Cleveland

Vermillion, Ohio

CHANGES IN ADDRESSES

Advertising Agencies and Services, Publications, etc.

Same Business From To

The Field Advertising Service Advertising Agency ...129 East Market St., Indianapolis. .518 No. Delaware St., Indianapolis

Waller Koch Advertising Agency. . . 1 Madison Avenue, New York 20 W. 15th St., New York

Thomas E. Basham Co Advertising Agency . . Inter Southern Bldg Our Home Life BIdg., Louisville

Louisville, Ky.
The Caples Co. (Florida Office) Advertising Agency ...1704 Grand Central Ave., Tampa.. The First National Bank Bldg.,

Fla. Tampa

CONVENTION CALENDAR

Organization

Place

Meeting

Date
.Sept. 11-19

Thirteenth Annual National Business. . .Babson Park, Mass Annual

Conference

Financial Adverisers Ass'n Detroit (Statler Hotel) Annual Sept. 20-24

National Publishers Ass'n Shawnee-on Delaware, Pa. (Buckwood Inn) .Annual Sept. 21-23

Art-in-Trades Club New York (Waldorf Astoria Hotel) Annual Sept. 28-Oct. 27

(Except Sundays)

Window Display Adv. Ass'n New York (Pennsylvania Hotel) Annual Oct. 5-7

British Advertising Convention Manchester, England Annual Oct. 6

(Manufacturers Session)

The Seventh District Convention of Tulsa, Okla Annual Oct. 10-12

the International Advertising Ass'n

The Eighth District Convention of Minneapolis, Minn. (New Nicolett Hotel) . .Annual Oct. 11-12

the International Advertising Ass'n

American Management Ass'n Cleveland Autumn Oct. 11-13

Outdoor Adv. Ass'n of America Atlanta, Ga. (Biltmore Hotel) Annual Oct. 18-22

(Posters & Painted Bulletins)

Direct Mail Adv. Ass'n (International) . .Detroit (New Masonic Temple) Annual Oct. 20-22

Audit Bureau of Circulations Chicago (Hotel La Salle) Annual Oct. 21-22

Tenth District Convention of Beaumont, Texas Annual Oct. 24-26

the International Advertising Ass'n

American Ass'n Adv. Agencies Washington, D. C. (Mayflower Hotel) Annual Oct. 27-28

Ass'n of National Advertisers, Inc * tlantic City (Hotel Ambassador) Annual Nov. 8-10

Associated Business Papers, Inc New York (Hotel Astor) Annual Nov. 8-10

International Adv. Ass'n Denver, Colo Annual June 5-10, 1927

DEATHS

Company

Name Position Company Date

Robert Froh Art Director Arnold Joerns Co., Inc., Chicago Aug. 26, 1926

Walter S. Marson Advertising Mgr "Star," Montreal. Can Aug. 27, 1926

William Reimer Advertising Mgr.

"The Caterer & Hotel Proprietor's Gazette" Aug. 29, 1926

New York

ADVERTISING AND SELLING

September 8. 1926

The Business Survey of

The Chicago Tribune presents on this page
highlights and minutiae of %one marketing, the
Chicago Territory, and of The Chicago Tribuni .

From th

"We are living in an agi

overnight, accepted methods
and ideas e : oleic,

yettoe wonder why <
plans we used yesterday will
not work today."

I EW ideas must ever burgle their way in.
Transatlantic liners adopted the Diesel engine
as a substitute for the steam engine. Book-
ings fell off. People refused to travel on ves-
sels without those familiar signs of power —
the funnels.

To compete with steamers, the oil-burning
ships wire equipped with two huge and use-
less smokestacks. .. .(!. Lynn Sumner who
delivered the remark quoted above, would
relish that.

It seems a common failing to accept as the
only procedure, methods that now have only
tradition to recommend them.

The Plimpsoll Mark

TF five markets can consume with reason-
*■ able cultivation all the merchandise which
a manufacturer can produce, there seems to
be little need to seek others save with an eye
to the future and with a plan of progressive
cultivation. If one or two territories show the
maximum profit and the Plimpsoll mark in
volume at the smallest cost, marketing is sim-
plified and distribution is relieved of many
hazards and burdens.

Such markets do exist. Foremost among
them is Zone 7 — those five states of Illinois,
Indiana, Iowa, Michigan and Wisconsin.
Combining in exceptional manner, industry
and agriculture they otfer the manufacturer a
rich field for immediate and continuous devel-

W. R. Hotchkin is agin

NATIONAL/ TIS

too!

"Most salesmanagers look upon their
thickly tacked distribution maps with
large chortles of joy. With their heels
on the glass tops of their mahogany
desks, and amid clouds of pungent
smoke from their Havana pertectos <>r
imperials, Ihey lean hack in their chain
to indulge the pipe-dream of a Job well
done, because the map on the wall now
looks like a sheet of sticky flypaper on a
humid August afternoon. In no part of
their dream-picture is there any sug-
gestion that those multitudinous
thumb-tacks are largely tombstones

that mark the spots where salesmen
need not go again, until the store's
present ample stocks of the manufac-
turer's goods are sold to t lie consumers.

Nowhere in that heatlf ifuldrc:im ist here
any realization that half ol those
thumb-tacks inevitably mark the loca-
tions of stores that are stock with goods
that are glued down in shelves and
stock-rooms as hopelessly as are the
Hies on the grocer's sli. k\ paper. That
rosy dream .shows no darkened shadow
at t he point w here a dealer Is stuck, and

a manufacturer's outlet Is plugged op

tight — perhaps lor all time.

W. R. HOTCHKIN in
"Advertising and Selling "

Burgling. . . .Funnels. . . . Simplification.. T7
NationalttJ/. . . .The Plimpsoll Mark....

Matters of Mere Publicity "TheSun-

^dialofa Favored Territory" Lifts

lTOWER

vin the automobile trade. Some executives

might slow down selling activity as a result.

instead of cutting their advertising, Hup-

mobile decided to increase it and to use full

page advertisements in The Chicago Tribune.

Two full pages and a half page were run in

November. 1925. Three full pages were run

in December. Results were immediate. From

;S487,819, the volume for the same two months

'in the previous year, sales rose to §1,091,869.

\n increase of S604,050— 123%!

| Let a Tribune salesman tell you how it was

ne and how you can build profits here also.

Touvrine, matching, gii.irjing. commanding,

A banner in jr.;ne, a timt'ol of might !

opment. In this small, compact area is one-
fifth of the buying power and the buying of
America.

If you are not getting at least one-fifth of
your national total sales from Zone. 7, then
you need to go over your sales plans. On prac-
tically all figures of production, distribution
and resources, Zone 7 has one-fifth of the na-
tional total. As it produces, so it consumes.
For in this area are 18.6' , of the nation's
families, 22f ', of the country's manufactured
products, 18.1% of the crop production, 23' ,
of the bank debits, 20.7' , of the income tax
returns, 19.3% of the national wealth, and
21% of the homes in America.

Simplification

"This contemplates a comparatively new-
application of the theory of simplification in
distribution economies. Heretofore,it has been
in stocks of merchandise that simplification
has been applied; but important economies
have been found possible by applying tin
theory to the number of customt is and to the
area of sales' territory. For example, in one
instance nine-tenths of a manufacturer's hus-
iness was done « ith one-half of his customers;
and the cost of doing business with tin- other
half was entirely out of proportion to the mt.il
costs. The same rule is found to appl) to ter-
ritory served . \n accurate analysis of these
factors would be of immeasurable benefit to
manufacturers in determining tin- particular
customers .md the limits of territory which
can be served economically ."

— Comminn on "EXPENSE "i DOING BUSINESS"
NATIONAL DISTRIBUTION CONFERENCE

UV\NK Prf.srrky was talking before a news-
* papei advertising staff. "The vol w i
our pi . In turned

from the magazil . .

r action ana more
■ 'in matters oj

sales am! not ma:: . ity."

TheGambill Motoi Company, distributors
of Hupmobile cars in the Chicago territory,
subset ibt heartilj to thai iudgmt nt . \<>\ , m-
ber and Dei. mini art usually slack months

'The Tribune Tower is the upthrust

*■ evidence of territorial virility, the
vigorous symbol of promise and fertil-
ity of the ChicagoMarket. Rearing our
of what was once a swamp by an inland
lake, it marks a significant market. A
local institution, bursting through tra-
ditions by its enterprise and energy,
summarizes in unique manner the pros-
perity of the territory.

The dominance of the circulation of
The Chicago Tribune is a memorable
conquest of five states. It is by invita-
tion. Blood relationship is the quiddity
of it. An alliance of interests engenders
a reciprocal nepotism.

The shaft of steel and stone and light
is the spirit of the territory and the
proof of its parentage. The Tribune
1 ower is a testimonial to the prosper-
ity of The Chicago Territory. It is built
from the dollars of the people; it is the
fruit of the spirit and sweat and energy
and well-being of the people whom I he
I nhune serves, of the people who sup-
port The Ttihune. It is the sun-dial of
a favored territory, showing in tin
bright light the early hours of Success.
It is the creation of unusually fortunate
circumstances, representing the pros-
perity and economic growth, the cur-
rent culture, tin actualized aspirations
and standards of The Tribune's audi-
ence.

There is more than hushed beauty
in its lines. In them are the reflection
of the busy millions who read it, buy
through it and and through their well-
being endow The Tribune with leaping

power.

The unsuspecting dealer who stocks up on
some advertising representations must lat el
: in an European hotel, vol • I: pro-
vides elevator service to take him upstairs but
ts him to walk down.

Pop Toop

Advertising

**»

Courtesy French Line

SEPTEMBER 22, 1926

15 CENTS A COPY

In this issue:

"How Freight Rates Determine Markets" By Albert H.Meredith; "Don't
Hide Behind the Rule of Thumb" By Walter F. Wyman; "Golf vs. Adver-
tising" Bv Kenneth M. Goode; "What of the Motor Boat?" By William
F. Crosby; "How the Warehouse Speeds Up Deliveries" By H. A. Haring

ADVERTISING AND SELLING September 22, .926

^thanks forQus IncreasedBusiness/

? C

ImpressiveAdvertising
Gains Made byfMie
Chicago Daily News
inthe First8 Months of

1926 i

The advertisers of America in the first eight months
of 1926 expressed most emphatically their confidence
in the broad advertising and selling influence of The
Chicago Daily News.

Compared with the immense volume of advertising in
the same period of 1925 — greater than that of any other
Chicago daily paper, as is also the case in the present
year — The Daily News recorded gains that demonstrate
with a new emphasis the productiveness of advertising
in Chicago's family newspaper. These increases are
shown in the following divisions of display advertising:

Display Advertising Gains of the Chicago Daily News
in the First Eight Months of 1926

Gain, Agate Lines

Department Store Advertising . 394,351— or 9.6 %

All Local Display Advertising. 986,929— or 12.2 %

National Display Advertising.. 182,947— or 9.87%

Total Display Advertising. . . . 1,169,876— or 11.8 %

The Daily News is deeply appreciative of the preference
shown by advertisers in the use of its columns. There
is every promise of extraordinarily good business in Chi-
cago throughout the coming fall and winter. To all who
do business in the Chicago market this means increasing-
ly great opportunities through continued advertising in

THE CHICAGO DAILY NEWS

NEW YORK CHICAGO ^TtVSt/ 7-TV

..... \ J. It. Woodward Woodward & Kelly ^^.^

Advertising 1ICIK. I2d St. 160 N. Miehiirnn Ave. #»#.. J ,— — — . -.

Lnicaqo

Representatives: j DETROIT SAN FRANCISCO

[ Woodward k Kelly C. Geo. Krocness

' Pino Arts Ituildinjt 253 Firht National Hank Bide. •/

other W I b ) rig Fortnightly, i". ,91 3t.. Nevt Fork N ■> Subscription prict (3.00 per

olume 7. No. 11. Entered aa Bocond class mattei May 7. 1923, al Posl Office al New Jforh under Act of March 3. 1879.

September 22, 1926

ADVERTISING AND SELLING

Everybody's Business

By Floyd W. Parsons

IT is a mighty good
thing once in a while
for a fellow to isolate
himself in his office and sit
down to the task of making
a careful study of all the
available facts concerning
the business and industrial
situation. It is not enough
to follow the conclusions of
a single economist or sta-
tistical organization, for so
many of these prophets are
often wrong. Frequently,
some qualified student of
economic conditions takes a
position on the side of pes-
simism, and in order to be
consistent, he must continue
in his stand until his fore-
casts are realized, no mat-
ter if months and years in-
tervene.

As I glance through the
reviews before me, I find
that the reports of the lead-
ing economic services such
as Babson and Brookmire
are continuing to preach

the gospel of caution. They have been generally
against the purchase of stocks for quite a long time
and are advising that money either be kept liquid or
invested in high-grade notes and bonds. The fol-
lowers of this advice have not made much money in
recent months out of their security investments, but
they will doubtless find themselves marching with the
army of the elect in due course of time if they con-
tinue to exercise patience and stick to their positions.
Sometimes I wonder if patience isn't the chief factor
responsible for the success of most people. Surely,
this is true in the matter of accumulated wealth. Sel-
dom, indeed, does anyone win a fortune out of grab-
bing small profits. It is the long turns that bring the
worth-while gains.

The fellow who can make five per cent on his money
in safe and conservative bonds for a couple of years,
and then make fifty per cent or better every third or
fourth year by being prepared and taking advantage
of a major reaction, is managing to get a gratifying
average return on his investment. The big question
right now in the minds of many people concerns the
probability of a slowing down in the current rate of
industrial activity.

The advice supplied by the average brokerage house
is practically worthless to the businessman because it
is governed too largely by day-to-day happenings. The
point of view is too close. Like the fellow glaring at a
ticker tape, optimism is rampant when things are going
up, and pessimism occupies the driver's seat when the
trend of prices is downward. I have a collection of
forecasts from our leading investment houses covering
a period of about ten years, and a careful examination
of these advices shows that their percentage rating is

very low in the matter of
accuracy. Therefore, let us
count them out.

A great many industrial
leaders are in the habit of
giving out interviews cover-
ing the future of business,
and a lot of people are
guided by these effusions.
The fact is that nine of
these interviews out of ten
are optimistic, with or
without cause. Few of
these men would care to
take upon themselves the
responsibility of predicting
a trade depression. They
feel it their duty to support
confidence rather than to
destroy it. As a guide for
our actions, these inter-
views, as well as those of
self - interested politicians
are also practically worth-
less.

We must depend upon the
independent economic serv-
ices and the statisticians of
©Brown Bros. leading financial institu-
tions for help in the matter. The fellows making a
profession of business analysis are jealous of their
reputations for accuracy. They do not always hit it
right in their conclusions, but they do make it possible
for a person to line up the important factors and then
use this information to draw his own conclusions. This
is the safest plan, for then if we are wrong, we can
blame nobody but ourselves.

If those having power would use their strength to
prevent excessive speculation in the stock market and
excesses in the field of credit extension, there would be
no depressions in this country unless we were con-
fronted by a calamity of nature. When the stock mar-
ket took such a headlong plunge downward last spring,
pessimism became widespread, purchases were dras-
tically curtailed, and we were headed for a serious
slump in business and industry. The reaction in se-
curity prices was stopped, the market improved, and
optimism rapidly took the place of pessimism. If the
gamblers had not been forced to retreat, we would now
be in the midst of an era of business distress and un-
employment.

Speculation today is the worst threat to American
industry. We are not perfect in our government, in
our banking practices, or in our exercise of human
nature, but I believe that even these important things
are relatively minor factors in determining the trend
of business when compared with the evils of unre-
stricted gambling in the stocks of hundreds of Amer-
ican corporations.

Notwithstanding all declarations to the contrary, I
find myself unable to dismiss the thought that business
very often is more influenced by the stock market than
the latter is by business.

ADVERTISING AND SELLING

September 22, 1926

^efflkale of d Buy

911,000

Circulation

^1.35 a Line

25% Discount

DAILY STAR AND WEEKLY
STAR COMBINATION

911,000 Circulation

Open Rate, per line $1.53%

Quarter Pages (532 lines), per

line 1.44%

Full Pages (2,128 lines), per

line 1.35

SUNDAY STAR and WEEKLY
STAR COMBINATION
700,000 Circulation

Open Rate, per line $135%

Ouarter Pages, per line 1.26%

Full Pages, per line 1.17

HAT is the new discount
rate for advertising in The
Kansas City Star and The
Weekly Kansas City Star.
Five Hundred Thousand
daily circulation and Four
Hundred Thousand circula-
tion in The Weekly Star.
Total circulation more than 911.000
— and headed straight for the million
mark!

See the complete table of rates for
the Daily and Weekly Star and Sun-
day and Weekly Star in column to the
left.

Here is the lowest daily newspaper
rate in the world combined with the
lowest farm paper rate in the world —
less a special discount of 25' I •'

Here is a territory which produces
three thousand million dollars annu-
ally in basic wealth — from the soil —
wheat, corn, cattle, hogs, sheep, oil,
lead, zinc. The richest producing ter-

ritory in the world! Three thousand
million dollars' spending power every
year!

The Kansas City Star — Daily and
Weekly or Sunday and Weekly —
reaches more than 42% of all the
families both urban and rural in Kan-
sas and Missouri, exclusive of St.
Louis.

Here is the only city and trade ter-
ritory between the Atlantic and Pa-
cific where both the urban and rural
market — the complete market — can be
covered adequately at a low dailv
newspaper rate!

Would you like to know more about
this three thousand million dollar
market? Would you like to know
how many dealers there are in every
town and county who should sell your
product?

Write today for The Kansas City
Star's Market Survey. It will be sent
free of charge and postpaid.

THE KANSAS CITY STAR.

New York Office, 15 East 40th St. Chicago Office, 1418 Century Bldg.

September 22, 1926

ADVERTISING AND SELLING

I i fe

(

presents

o4/ic& Cc7i<teaneb

Reproduced from a full page in LIFE

THOUSANDS OF DOLLARS'
WORTH OF GOOD WILL— FREE

J 'EVER stop to think how any
little grocery or drug store in
Ipecac. Indiana, or anywhere, can
be a national institution, for noth-
ing, if it wanes toT

It can take advantage — free — of
all the advertising of all the adver-
tised goods in all the magazines
and newspapers if it wants to

{Sometimes 1 almost get enthu-
siastic about national advertising )

It (the little store) can plug in on
all this never-endtng supply of good
will, just by stocking up on adver-
tised brands

Mr Hep. my grocer has done it
His store is a speedy place People

flock it full because they know
about the things he has to sell They
can call their shots. His clerks are
busy every minute. His rent is no
white elephant His turnover is
like lightning Hep has had sense
enough to let his store take free
advertising.

Hem & Haw. Grocers, next door.
don't believe in advertised brands.
Their clerks have to explain every-
thing they sell. Their store is idle
half the time. But clerk hire and
rent are the same as Hep's. I give
Hem cV Haw six months.

Yes. sir. sometimes I think adver-
tising is all right

THE NATIONAL ADVERTISER BETS HIS
ADVERT7SINQ MONEY THAT HIS PRODUCT JS RJQHT

Retail stores have heard it before, but never mind. Those which sell
nationally advertised goods may have forgotten one of the reasons for
their prosperity. Andy here reminds 'em. Any little nook of a store,
these days, can be national for the asking. It can carry goods good
enough to have won the approval of millions of people.

)

127 Federal Street
BOSTON, MASS.

598 Madison Avenue
NEW YORK, N. Y.

ANDY Consumer admits his love
letters to advertising are old stuff.
You fellers know the line. All Andy
claims is reiteration.

All Andy hopes is to help jell some of
the good-will created by national adver-
tising. He tells the public that adver-
tising ain't its enemy. He tells dealers
that national advertising is superpower
with which they can wire their stores —
free.

Of course Andy knows that nearly
everybody knows nearly all these things
already, but he figures a little repetition
won't hurt.

Andy's only axe grind in thus saving
the national advertising situation, is to
show Life's appreciation of the $15/
000,000 national advertisers have in'
vested in Life space.

ANDY CONSUMER'S talks on
advertising are published in
pamphlet form. If you can distribute
copies to salesmen, dealers or cus-
tomers, LIFE will gladly furnish, at
cost, reprints or plates of this series.

360 N. Michigan Avenue
CHICAGO, ILL.

ADVERTISING AND SELLING

September 22, 1926

T>id You cReceive a Qopy

of This "Booklet f

You know that people like new things
and in the new McClure's readers get a
new viewpoint that is refreshingly differ-
ent. A large number of people, that
increases every month, enjoy McClure's
new, romantic fiction.

And, simultaneously, the advertising
lineage increases with each issue — con-
clusive proof that McClure's readers
possess a buying urge which you may
easily and economically turn to your
advantage.

IN this little book, "The Old Woman Is
Jealous," you will find a vivid short
story which appeared in the September
McClure's.

A copy of it has been sent to our entire
list of Advertisers and Agencies, but if you
fail to receive one, we will gladly send you a
copy if you will let us know.

We hope that you will enjoy reading this
story for McClure's growing popularity proves
that readers enjoy this type of romantic fic-
tion.

Realizing that the editorial policy of any
magazine has a tremendous effect upon its
advertising value, and knowing that you are
very busy, we are reprinting a series of these
stories, this being the first, so that you may
more easily judge McClure's editorial value.
This one will take but ten or fifteen minutes
for you to read — on the train or in some
leisure moment.

Mr. Hughes, the author, is a McClure's dis-
covery. Just as in the past McClure's discov-
ered O. Henry, Jack London, Rex Beach,
Booth Tarkington and others of like fame, so
are we now continuing as "The Columbus of
Writing Talent." Judging by this story we
are finding new .story-tellers of promise.

The ^Magazine of %omance~>

R. E. BERLIN, Business Manager
1 19 West 40th St., New York

Chicago Office, 360 N. Michigan Ave.

September 22, 1926 ADVERTISING AND SELLING

HINK what The New Yorker can do for
you in New York!

It offers you — every week — a circulation
of nearly 50,000 copies, approximately
40,000 of them in the Metropolitan Dis-
trict.

Used weekly, it offers you in the course
of a month nearly 200,000 page units of ad-
vertising to fill in your advertising in the
metropolitan market.

Here, in New York, where there is 8 per
cent of the nation's population, but more
than 20 per cent of its purchasing power,
your national magazines offer you only
approximately 8 per cent of their total dis-
tribution.

Think what 200,000 additional pages of
advertising monthly can do for you in
New York!

THE

NEW NOIIKER

25 West 45th Street, New York

ADVERTISING AND SELLING

September 22, 1926

Distribution City

T?rom the beginning, Transportation has been
the keynote of Atlanta's growth. Railroad
surveyors, choosing the point where the traffic
lanes from East and Mid- West might meet
with the easiest gradients, drove a stake. The
village of Terminus, which grew up around that
stake, has become the metropolis which is
Atlanta.

Fifteen lines of eight great railroad systems
now radiate from here, serving overnight a mar-
ket of more than 12 million people — the tre-
mendous traffic originating here keeps the rails
shiny. A semi-circle of active ports close by,
supplies further distribution facilities. An air-
port, already actively in service, adds the final
touch.

Atlanta has come to be known as the Distri-
bution Center of the South. More than 600
nationally known concerns, attracted by the un-

surpassed Transportation facilities and other
vital factors, have chosen Atlanta above all
other cities as Southern headquarters.

On the ground — observing the fundamental
production economies available because of sav-
ings in such important factors as Labor, Power,
Taxes, Raw Materials and many others, these
great producers are expanding sales offices into
branch factories — to serve the amazingly rich
Southern market — the fastest growing market
in America.

The facts which brought about this great
march of Industry to Atlanta will be laid be-
fore you, directly applied to your business, in
the form of a special, confidential Survey, upon
your request.

All correspondence strictly confidential.

H'rite to

INDUSTRIAL BUREAU

2039 Chamber of Commerce

At LAN

industrial Headquarters of the South

Sind for Your Copy

of this interesting Dooklet
on Atlanta's importance to
your business.

September 22, 1926

ADVERTISING AND SELLING

A-B.C.

igai

ICP3

IQ24

mas

IQ26

205,000

190,000
175,000

160,000
145,000
130,000
116,000
100,000

H5.53S

193,678 ®

y^ 166,892

5149,009

jj 101,184

Judge is going ahead

These new rates will apply to all advertising not
covered by a formal order before November first.

Line

$ 2

Column

285

Page

850

Color Page,

2 colors 1,200

Inside Covers,

2 " 1,200

Inside Covers,

4 " 1,400

Back Cover, 2, 3, or 4 " 1,750

Judge

Management of

E. R. Crowe & Company, Inc.

New York Established 1922 Chicago

ADVERTISING AND SELLING

September 22, 1926

American Business REDISCOVERS

the Advancing South

1 OPULATION and Prosperity
are trending1 Southward.

Business, ever alert to steady,
significant mass-movements, is
nowadays looking below the
Mason-Dixon line for its greatest
Gains.

The impetus has but begun. The
relatively great strides already
made will be looked upon during
the next few years as "low level"
figures.

This is not a "boom" condition —
emphatically not! It is the
logical, inevitable, response to a
fundamental sectional suprem-
acy that, frankly, has been a bit
slow in gaining recognition.

The South is solid! It acts and
reacts a little cautiously, per-
haps, but when it moves it "stays
put."

Its ascendancy, then, has been
gradual — not hectic — and hav-
ing its foundation in Soil superi-
ority will live on forever.

The South has just started up-
ward!

In the area pictured above live
31,193,840 people.

As a group, they are more pros-
perous today than ever before.
Their future outlook is brighter
than that which faces the citi-
zenry in any other section of the
country.

September 22, 1926

ADVERTISING AND SELLING

Manufacturers, sales managers,
business economists, advertising1
agents — students of the flow of
merchandise — this is the time to
tell the South — and sell the
South.

Advertising in Southern News-
papers moves the bulk of mer-
chandise sold in this section.
Southerners take their newspa-
pers seriously, read them thor-
oughly and respond to their
appeal.

Capable space-buyers have long
realized that the most effective
and cheapest method of reaching
the majority of Southern buyers
is through the newspapers.

The combined circulations in
these Southern States, for ex-
ample, of the outputs of two of
the largest magazine publishing
houses is slightly over a million
and a half.

The combined newspaper circu-
lations in this same area reaches

one out of every six persons;

there is practically a newspaper
in every home.

Sales prospects are perhaps more
easily reachable in the South
than in any other section of the
nation. Not alone is it easy to
get to prospects; but advertising
space is relatively low-priced.

You can cover the entire South
with a smaller outlay than would
be required to reach any other
area of like population, and
when once sold, we repeat, the
South stays sold.

Southern publishers are ever
alert to aid manufacturers and
advertisers in obtaining adequate
distribution to justify advertis-
ing investments. Correspondence
to that end is invited.

Place your Fall and Winter cam-
paigns so as to gain and grow
with the South. Ask any recog-
nized Advertising Agency for
facts and figures.

For General Information, Write

Cranston Williams, Manager

SOUTHERN NEWSPAPER PUBLISHERS' ASSN.

Box &68, Chattanooga, Tenn.

Sell The South Thru
SOUTHERN NEWSPAPERS

ADVERTISING AND SELLING

September 22, 1926

Winter in the'Perpetual \§unshine of North Africa

Terraces and towers, mosques and minarets. . . . ancient splendors
and modern travel luxuries. . . . only nine days from Neiv York

Arc you looking for a place that is smart . . . uncrowdcd
. . . different ... as well as restful and warm in winter
months? It is North Africa . . .the meeting place of the
cosmopolitan . . . just across the Mediterranean from
the Riviera. Magic cities are held together by over three
thousand miles of macadam highways. Crumbling
beauty is beheld from luxurious automobiles . . . with
specially constructed six-twin wheeled Renault cars for
the desert trips. And excellent accommodations are
foundinthe31 famous Transatlantique hotels.

Fifty-seven day de Luxe itinerary in this tropical
playground .. .includes the crossing of the Mediter-
ranean, a private automobile and all hotel expc.ises
. . . $1450. Or a thirteen day trip for $120.

The mystery of Morocco. ..the vivid color of Algeria.,
the ancient beauty of Tunisia ... all lie at the other end
of "the longest gangplank in the world." And the whole
tour is planned for your comfort and enjoyment . . . be-
ginning with the six days of unexcelled service and cui-
sine on the de Luxe Paris or France, the French Liners
that go first to Plymouth, England . . . then Havre.

Or perhaps you will sail on a luxurious One-Class
Cabin Liner, the De Grasse, Rochambeau, La Savoie
or Suffren, that goes direct to Havre, the port of Paris.
No transferring to tenders. The gangplank leads to
the waiting train. In three hours . . . Paris. Over-
night . . . the Riviera. Just a day across the Mediter-
ranean . . . North Africa.

INFORMATION FROM ANY FRENCH LINE AGENT OR TOURIST OFFICE, OR WRITE DIRECT TO
19 STATE STREET. NEW YORK CITY

September 22, 1926

ADVERTISING AND SELLING

If You Could See Yourself Through Their Eyes!

"If you could see yourself through your customers' eyes you might get an
eyeful," announced Henry Dexter Woodruff in a cryptic tone to his corner
of the club. He shifted his cigar neatly to the other side of his face.

"Take our experience, for instance," he continued. "Under the old man-
agement our company had the world's worst letterhead. And if it wasn't
the cheapest it wasn't because we didn't try for that honor.

"You wouldn't know the eld letterhead now," he added thoughtfully.

Pf% ^r* *1^ ^^

The old way of fixing the price on letter paper first is essentially wrong
and back-handed. The more progressive business executives who govern
purchasing tend today to shift the emphasis from what they pay to what
they get for their money.

A great number of banks and large industrial corporations have put
their official stationery upon Crane's Bond. And because of its known asso-
ciation with the largest banks, investment houses, railroads, and industrial
companies Crane's Bond lends increasing prestige to those businesses

which adopt it • The next time you need stationery, checks, invoices, or statement forms,
ask for estimates and sample sheets of Crane's Bond No. K), with envelopes to match.

CRANE'S BOND

IT HAS A SPONSOR

CRANE Cn COMPANY, inc. DALTON, MASSACHUSETTS

ADVERTISING AND SELLING

September 22, 1926

Like Cream — The Richest
Buying Power Is On Top

It's the captains of industry — the cream of the Nation's buying
power, whose ability to purchase is limited only by personal choice.

THE ATLANTIC MONTHLY

— Premier magazine in the monthly field, has the confidence of
more than 110,000 of these bankers, home owners, business execu-
tives, financiers, investors, owners of high and medium priced
motor cars; in short a select group of those successful men who
possess the purchasing power to make their desires realities.

This is a tangibly responsive market. Why not reach the highest
percentage of buying power with the least waste circulation?

May We Give You Further Particulars ?
THE ATLANTIC MONTHLY

A Quality Group Magazine
8 ARLINGTON STREET BOSTON, MASS.

R e b a t e - b a c k e d , guaranteed circulation, 110,000 A . 15 . C .

Advertising & Selling

Volume Seven — Number Eleven
September 22, 1926

Everybody's Business
Floyd Parsons

How Freight Rates Determine Markets
Albert H. Meredith

Don't Hide Behind the Rule of Thumb
Walter F. Wyman

Golf vs. Advertising
Kenneth M. Goode

What of the Motor Boat?
William F. Crosby

How the Warehouse Speeds Up Deliveries
H. A. Haring

Preaching — Or Practicing?
Harry Botsford

Advice to Advertising Men

One Who Is "Going In" for Advertising

The Editorial Page

Exporting Is Not a Game
B. Olney Hough

The Use of Color in Selling
Grace W. Ripley

A Salesman Looks at Advertising
John J. McCarthy

The Return of the Fat-Face
Keat D. Currie

How One Company Controls Selling Cost
James M. Campbell

Developing Sales and Salesmen
B. J. Williams

The 8-Pt. Page by Odds Bodkins

The Open Forum

In Sharper Focus
Paul S. Armstrong
Fritz J. Frank

E. 0. W.

5
19

21
22

23
25

29
30

44
56
76

IT is still on the freight car and
the railroad track that a great
deal of commerce must depend for
transportation of goods and mate-
rials, and so long as this is so,
markets will continue to be largely
determined by the "one most com-
plicated element in our commerce."
In "How Freight Rates Determine
Markets," by Albert H. Meredith,
in this issue, this important condi-
tion receives a lucid exposition.

M. C. ROB BINS, President

J. H. MOORE, General Manager

Offices: 9 EAST 38TH STREET, NEW YORK

Telephone: Caledonia 97

New York :

F. K. KRETSCHMAR

CHESTER L. RICE

Chicago :

JUSTIN P. BARBOUR

Peoples Gas Bldg. ; Wabash 4000

Cleveland :

A. E. LINDQUIST

405 Swetland Bldg. ; Superior 1S17

New Orleans :

H. H. MARSH

Mandeville, Louisiana

London :

66 and 67 Shoe Lane. E. C 4

Telephone Holborn 1900

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 Advertising, Advertising News, s, Hum

Magazine, 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. 1926, By Advertising Fortnightly. Inc.

ADVKRTISING AND SELLING

September 22, 1926

*8=

=&♦

The other 30% u Expensive

10% of the nation's business is done in 657 primary trading centers.

The other 30 % is spread among more than 200,000 other towns and villages
of secondary importance.

Naturally the 10% is the most desirable and most profitable.

It is possible to buy magazine advertising that will parallel this concentration
of business. (11% of Cosmopolitan's circulation is in the 657 trading centers
referred to above.)

Cosmopolitan's New

Merchandising Atlas

of the United States

tells just which towns these are and shows their location on the map, together
with 2130 other urban places which constitute the secondary market.

A series of state maps with detailed statistical data forms the basis of an effective
quota plan.

In addition to valuable market facts, it shows you how Cosmopolitan can
deliver your advertising message —

To more than a million and a half families;

Who are concentrated (77% of them) in the important
trading centers where 70% of the business is done;

To intelligent, discriminating families, with higher than
average buying power;

When in a most susceptible frame of mind, with imagi-
nations fired and desires stimulated by the best fiction
obtainable.

Cosmopolitan's new "Merchandising Atlas of the United States" will prove of
practical, positive value to any advertising and sales manager. If you haven't
received your copy, write for it on your business stationery.

It is available without charge while the supply lasts.

}26 West Madison St.
Chicago, Illinois

General Motors Bldg.
Detroit, Michigan

^^Advertising Offices

119 West 40th St.
New York City

5 Winthrop Square
Boston, Mass.

520 United Bank & Trust Bldg.
San Francisco, Cal.

-£H

SEPTEMBER 22, 1926

Advertising & Selling

FREDERICK C. KENDALL, Editor

Contributing Editors: Earnest Elmo Calkins Robert R. Updegraff Marsh K. Powers

Charles Austin Bates Floyd W. Parsons Kenneth M. Goode G. Lynn Sumner

R. Bigelow Lockwood James M. Campbell Frank Hough, oAssociate Editor

How Freight Rates Determine

Markets

By Albert H. Meredith

Ti
E
E

started he

\HE turning point of the small
merchant's career,'' once
pointed out the president of
a Memphis jobbing house, "is the
day when he becomes freight-rate
conscious." He then proceeded to
elucidate this assertion:

"While he's getting
pays freight charges
because he thinks he
has to, but the day he
begins to buy with
reference to freight
rates that fellow has
injected cost-account-
ing. When he begins
to count the cost, he's
fairly on the way to
consequence in his
locality."

This statement,
flowing from a life-
time of selling in the
Mississippi Valley,
veils a succinct analy-
sis of the effect of
freight rates on mer-
chandising, that prob-
lem being, in the
words of the Secre-
tary of Commerce,
"the one most com-
plicated element in
our commerce." The
essential point is that
freight rates are rela-
tive; the small mer-
chant ''becomes

freight-rate conscious" when he would apply to all alike. But, should
senses that he can lower his costs by one dealer unearth in the tariffs
paying less freight. If, as illustra- some loophole by which he could lay
tion, the freight on California or- down oranges on an eighty-cent
anges in the New York market were freight rate, he would have a lever-
one dollar a dozen, all dealers would age of twenty cents a dozen in the
be on a parity; although the price market.

at retail would be high, that level In our letter postage we enjoy all

but absolute equality;
two cents carries
from almost any-
where to anywhere,
even to American
possessions half way
around the globe. In
our freight rates, the
logical assumption is
that charges vary
with distance — a pre-
sumption, however,
that in actuality is
far from the facts.
Distance or "rail
mileage" is one factor
in rate making, but it
is only one of many,
and it is a "factor"
that "contributes to
produce the rate." It
is far from being in
control of it.

"E x i g e n c i e s of
market competition,"
runs a report of the
Interstate Commerce
Commission, "account
for over 90 per cent
of the freight tariffs

IN the coal industry at present there is another widespread
attempt to drag the railroads into an adjustment of com-
petition. The mines of the northern coal-producing States, with
the union wage9 now in effect, are unable to market their output
for shipment "up the Lakes" and in such cities as Cleveland in
competition with the non-unionized mines of the southern States

ADVERTISING AM) SELLING

September 22, 1926

on file. Probably 99 per cent of the
appeals and protests that come be-
fore this body emanate from the
same cause."

New England interests were build-
ing a cotton mill in The Piedmont.
For their power house the design
called for a brick smokestack, which
for particular reasons the owners
wished to be constructed of Hudson
River brick. The estimates, when
compared with the cost of North
Carolina brick, were prohibitive, but
the New York contractor was not
willing to lose the business without
a fight. He proposed to the owners:

"That price is the best I can do;
but if you will tell me what you can
afford to pay for that stack, in com-
petition with home-made brick, I will
see what I can do with the railway
people." Within one week, the rail-
roads had granted such a rate for
the freight (fifty carloads) that a
revised quotation was possible (for

the smokestack completed) low
enough to get the contract. The
special rate for this freight move-
ment was not a secret rate, nor
tainted with unlawfulness; it was
merely a "commodity rate" for brick
from the Hudson River to North
Carolina, where no previous tariff
existed because no brick had moved
over such a route ; it was without
favoritism open also to others. The
rate was "special" to meet a partic-
ular market "exigency" ; at the same
time it was available to any shipper
similarly circumstanced; it has since
been used by others. In this in-
stance, the railroads created new
business for themselves. The freight
rate, however, was adjusted to suit
the margin between brick-making
costs in New York and North Caro-
lina, quality considered. Distance
considerations were thrown to the
winds; as were also all freight rates
for intermediate points. The special

rate was focussed on a single factor:
"exigencies of market competition."
For rate-making purposes a mar-
ket is a "commercial area character-
ized by a prevalent equality of
prices." Phenomenal development of
markets, in this meaning, is char-
acteristic of the United States. An
incentive to widen the market is ever
present. For many commodities the
market is coextensive with the na-
tional domain, and that condition
carries direct consequences to the
freight-rate structure. For it is one
of the functions of American trans-
portation, rail and water, to give
equal advantages to all parts of the
country. This function is concretely
stated as the "obligation of the car-
riers to preserve an equality of
prices, despite the variety of produc-
ing and consuming conditions." The
railroads, accordingly, are the
agencies through which the Amer
[CONTINUED ON PAGE 66]

Advertising Conversations

By Earnest Elmo Calkins

IN these days, when
writers are giving con-
spicuous attention to re-
porting conversation real-
istically, and the carefully
parsed sentences of the old
school novelists are giving
way to the dialogues of
Milt Gross and Ring Lard-
n e r , the artificial and
stilted talk in advertise-
ments sounds more forced
than ever. We all know
those advertisements in
which the characters do
not speak in character but
say what the advertiser
would like to have people
say about his goods or ser-
vice: Babies not yet able to
speak plainly giving the
long and difficult name of
a breakfast food; young
men discussing with hys-
terical interest the quali-
ties of a cigarette; debu-
tantes affecting a breath-
less interest in a breath

killer. Their palpable falsity destroys the sin-
cerity. It was refreshing to sc in a recent Snow-
drift advertisement the name of the article adver-

UEF-",nd

: oil M.dl.tdtlinnclfflun
. ... keeping anh ihc quiliil
Ol M.Fll.td fuud "

ine with its
some evening, 6 to 9
— you will enjoy it

(/aifhjc/j

l \\ YORK CHICAGO

at 47th Strtti at Jackson

W'dt you
Name of
poulet."

holding

a ii.

tised mentioned but once,
and then misspelled to
bring it within the scope
of the dialect the colored
cook is talking. She called
it "Snowdrif."

A recent advertisement
in The Spur is an instance.
The chef is supposed to be
saying to the waiter, " —
and remember, the service
in a Maillard dinner must
be in keeping with the
quality of Maillard food."

I never overheard a chef
talking to a waiter, but I
am willing to bet a real
dollar against a delicates-
sen doughnut that no chef
would say that, and if he
did, he wouldn't say if;
that way. What he is
probably saying is some-
thing like this "Sacre bleu!
Only feety cent for me!
Pig! Paper bag! Didn't
/.at so gross beurre et oeuf
man give you fife dollar?
out on me for, hein'.'
Next time I burn the

September 22, 1026

ADVERTISING AND SELLING

Don't Hide Behind the Rule

of Thumb

By Walter F. Wyman

General Sales Manager. The Carter's Ink Company

WHEN I hear a sales execu-
tive during, or after, a con-
vention say, describing some
sales problem: "You can bet from
this time on we'll have a policy and
stick to it !", I slowly affix on my
countenance an enigmatical expres-
sion which I egotistically imagine is
a masculine replica of the Mona Lisa
smile.

For, like my friends, there are mo-
ments when I long to hide behind a
"Policy" and protect myself by "Rule
of Thumb," instead of by the far

more difficult and far more profitable
"Rule of Reason." But, with the ex-
plosion of the myth that ostriches in
real life stick their heads in the sand
when confronted with a problem, the
last vestige of excuse has vanished
for the sales executive who would
hide his head in the depths of a
"This Is Our Policy" desert.

It is well to remember that it was
not a policy, but the detail of the
missing horseshoe nail, that lost the
battle.

The Rule of Thumb lays down the
policy that all goods
must be paid for within
thirty — or sixty — days
from the date of the
invoice. The Rule of
Reason takes into ac-
count the tremendous
significance and impor-
tance of details which
the Rule of Thumb
overlooks. A fire, an
earthquake, a tornado,
a flood, an illness, a
lockout or strike in a
one-industry town, loss
or undue delay of goods
in transit, a thousand
and one details cry to
high heaven for the

substitution of the Rule of Reason
for the Rule of Thumb.

A competitor does this or that.
What is the proper action — if any?
The Rule of Thumb says to follow or
not to follow the competitors change.
Details, however, frequently control
decisions. Is the competitor a factor
with the item involved? Is the com-
petitor the real factor in the indus-
try in connection with the items or
policy involved? What volume, if
any, is menaced by the change?
What will be the immediate result if
the competitive change is followed?
What will be the probable znal out-
come? What are stocks on hand if a
change in article is involved?

All are details; but frequently
some one detail rather than any gen-
eral policy will control the decision.

A MANUFACTURER may wisely
have a policy which bars sales to
wholesalers — or sales to retailers.
Yet that Rule of Thumb frequently
must give way to such a detail as
whether the opportunity for the sale
to a wholesaler — or to a retailer — is
in Maine or Montana, Alabama or
Alaska. Within a month a manufac-
turer whose sales are confined to
[continued on page 48]

THE Rule of Reason takes into
account the significance and
importance of details which the
Rule of Thumb overlooks: A fire
— an earthquake — a flood — an ill-
ness— a strike. It was not a policy,
but the detail of a missing horse-
shoe nail, that lost the battle.
When a crisis arises it is the
specific and not the general that
will govern the action in the end

ADVERTISING AND SELLING

September 22, 1926

Golf vs. Advertising

The One Is Too Often Played as a Business;
The Other, Followed as a "Game"

By Kenneth M. Goode

IF the average golfer played golf
as badly as the average advertiser
advertises, he would be thrown off
the public links. If, on the other
hand, the average advertiser adver-
tised as well as the average golfer
golfs, he might reasonably hope to be
rich enough some day to enjoy his
own private course.

There are plenty of golfers who
drive adventurously off the first tee,
with only a vague consciousness of
eighteen holes somewhere ahead —
and a whole afternoon full of
strokes. Also there are a few adver-
tisers who play each advertisement
like a golf shot, solely for the pur-
pose of arriving at some fixed point.
But, in the main, each game sticks
to its own characteristics; golfers
depressingly businesslike, and ad-
vertisers delightfully casual.

Imagine, for example, the adver-
tising manager of the Uno Gas Com-
pany, grouching home to his pa-
tient Griselda: "I'm through with
advertising forever. Been off form
a whole month. I underplayed my
page on the 16th and fell $100 short
of cost. Topped my drive for direct
agents. Messed up my trade paper
campaign so it took three insertions
for what I should have done easily
in one. Can't keep my eye on the
reader. Keep pulling stale stereo-
typed copy. My results are a joke.
I'm going to resign before the office
boy recommends it."

Or, two wealthy advertising
agents lunching at the Biltmore:
"You know that dealer-inquiries
we bet on last week? Well, I
got 'em for forty cents in yester-
day's Times. The position was just
right. I ". "You poor fish, "in-
terrupts the others, "I made a 38

in the Herald -Tribune twice.

Say, did you ever try moving your
display a little further toward the
top? It seems to carry at least three
per cent better. Got the idea from
watching Sears Roebuck! "

'in the other hand, imagine your-
self at Pinehurst for the i m I'mal
of an advertising men's golf tourna
"That was a fine drive of

yours. Bill, how far did it go?" "Oh,
I didn't notice particularly. Some
of these days the ball will turn up,
I'm sure."

"Expensive set of clubs you swing,
Henry. Isn't that solid gold on your
brassie? " "Yes, sir, that's my
goldie; our directors feel an organi-
zation as large as ours can't afford
to play cheap golf." "But does it
carry further than your old one?"
"Oh, I couldn't say as to that. It's
the class atmosphere we're after!"

'W!

HAT was your score,
Bobby?" "I didn't keep score.
It's a dreadful nuisance to count all
the time — and besides you get such
an awful lot of strokes that don't
mean anything. What was yours?"
"I didn't keep a card, either. You
see there are a lot of bankers and
influential men around today and
I'm shooting mostly to interest
them."

"For Heaven's sake, is Arthur go-
ing crazy? Look at him! He drove
from the first tee to the 4th green
and now he's starting cross country
from the 5th tee to the 18th hole."
"No, Arthur's all right; he's just
playing a little general golf."

Fantastic? Yes. But not so ridic-
ulous as it sounds. Nobody will

deny that a great many men keep
meticulous score of golf strokes.
Not that a good many more study
intricate statistical reports of base-
ball, polo, or tennis played hundreds
of miles away. Is it not equally true
that these same men do not attempt
to measure the effect of their own
work in advertising with half the
interest — let alone accuracy — with
which they measure the effects of
other people's play on various and
sundry balls?

"Dramatic art on Broadway,"
wrote some critic of the Winter
Garden, "won't make much progress
until certain producers realize that
the female kneecap is a joint and not
an amusement!"

Advertising, similarly, in our
opinion, will never earn the solid eco-
nomic esteem it so enthusiastically
claims, and so patently lacks, until it
becomes a serious business; and de-
clines, on any terms, to be exploited
longer as a form of artistic self-ex-
pression.

The only object of any business
is to make money. Few people know
this. Most of us dramatize busi-
ness as a background for our own
personalities. One man thinks that
the XYZ Electric Company exists
for him to make mechanical draw-
ings; another, so he can address
conventions; a third, so he can im-
prove office routine. The welfare ex-
pert sees the XYZ Electric Company
as her chance to improve the work-
ing girl; the office boy as his chance
to improve his typewriting. And by
training and temperament, the ad-
vertising staff, least of all, is likely
to escape the strife for self-expres-
sion.

Therefore, in every business, one
man who knows its object should
be in complete control of advertis-
ing. One who can never forget his
job is not to get delightful pictures
from Norman Rockwell, nor to de-
vise ingenious new methods of mak-
ing combination color plates. If he
can use a great economic force for
his own welfare, he will invest in ad-
vertising without limit so far as it
[continued on pack 90]

September 22, 1926

ADVERTISING AND SELLING

What of the Motor Boat?

Aii Industry That Has Been Left Behind

By William F. Crosby

STATE and city officials are
unanimous in declaring that
automobile traffic has almost
reached the saturation point. Thou-
sands of cars are being built and
sold each year, and the final out-
come is a subject which is engaging
the attention of the traffic officials
throughout the land.

Exploitation and advertising have
brought about this unprecedented
condition, and there can be only one
answer to the problem: driving a
car for pleasure will become a thing
of the past. The public will turn to
other means of recreation and the
car will be used only as a means of
transportation for business, and as
a means of reaching destinations
where the pleasures of out-doors
may be enjoyed.

Unquestionably boating will play
an important part in the recreation
of future "tired business men,"
their wives and their families, and
already there has been a tremendous
swing toward this activity. Second-
hand boats are showing an enormous
gain in price, and many of the yacht
building yards are literally swamped
with orders. Designers of pleasure
craft report that there has been an
unprecedented rush of buyers
who have never before
owned boats of any
description.

The condition of
the trade seems
to be healthy,
but it lacks
proper exploit-

ation. It has not been brought
forcefully to the attention of the
thousands who are potential buyers
of boats. Some day this condition
will be changed, but as yet little
progress has been made.

The Florida boom has been re-
sponsible for a considerable level-
ling of the sales curve in boating.
Instead of being a six months' busi-
ness it has graduated into an all
the year around industry. Exports
to South America and the Antipodes
have also increased the sales to no
small extent, for American boats and
engines are far ahead of most for-
eign makes.

In the earlier days of the auto-
mobile it all but put the boat busi-
ness on the rocks for good. Yacht
clubs died and boats were hauled out
and left to the elements. The for-
mer yachtsman turned his back on
the water and proceeded to burn up
the roads with his new-fangled
horseless carriage.

Now there is a strong chance
that the yacht will come back

into its own, although it

will never

hold

the popular appeal that the car has,
and without question the next few
years will see such changes in the
industry as to make it of national
importance. What is needed in this
coming industry is good, consistent
advertising.

The public does not know that a
boat can be bought and maintained
for about the same money that a car
can. The first cost may be a little
higher but the upkeep is consider-
ably less. There are no expensive
tires to buy, no high taxes to pay,
and no licenses are required. The
modern marine engine is more re-
liable and more rugged than the
average medium priced car's. Balky
marine engines are totally obsolete.

The public does not know these
facts. It does not know that it can
learn to handle a boat in about half
the time that it can a car. It does
not know that in a boat there is
practically no danger of collision or
fire. It does not know that there are
great open spaces of water which
may be cruised without tax, and
without difficulty or danger. People
know nothing of the beauties of
canal travel through magnificent
country. Neither do they realize
that gasoline and oil cost less at
tidewater than at the inland
filling stations. Proper ex-
ploitation will educate
buyers, and it is one of
the crying needs of the
trade at present.
Of course there
is the bug-bear of

Courtesy Yachting

ADVERTISING AND SELLING

September 22, 1926

danger on the water. However,
compare the danger of a motor
cruiser to that which the average
auto owner subjects himself and his
family to every time he ventures
from the garage.

Danger? Look up the records and
see how much danger there is to
boating.

THE boating industry has its sev-
eral magazines; good, bad and
indifferent. The trade advertises in
the magazines, for the most part, to
people who already have boats of
some kind. Sometimes they sell a
new boat or engine through this ad-
vertising, but the potential market
of outside buyers is where the really
big business lies. The average man
in the street will not spend his
money for a magazine in which he
is not interested. He must be
caught unawares in his favorite
popular publications.

An unfortunate condition in the
trade is the way in which boats are
usually bought and sold, especially
second-hand boats. If you were to
enter the average boat yard and ask
to see some boats, the builder would
probably look at you aghast. The
way to buy boats is to go to some
broker, look over a thousand or so
photographs and then select the
dozen or so that might interest you.
One of these will probably be in
South Brooklyn, another in Detroit,
a third at Port Jefferson, and so on
all over the country. You are sup-
posed to visit each of these boats on
your own hook and select the one
that you want. Possibly the broker
will accompany you and aid you in
making a selection, but this same
broker gets his living from the com-
missions paid him by the man who
has the boat for sale.

You may decide to buy some boat

from the photograph only. Later on
you find that that picture was taken
in 1909 and since then the boat has
been altered, lengthened, and a dif-
ferent engine has been installed;
and it has been finally left to rot in
the open at some half-abandoned
yard.

In one case that the writer knows
of a certain boat was purchased
through a broker, yet other brokers
who had it on their lists were not
informed of the sale and continued
to carry a picture and description of
it in advertisements for more than
four months afterward. The new
owner was surprised and pleased to
find that he had such a popular boat,
and to this day he does not know-
why he had so many offers for it.

The business is fundamentally
sound, but it is conducted in a way
that might well be considered shame-
ful in any other industry. Of course
the builders claim that they lack
funds for extensive advertising. If
they do, it is probably no one's fault
but their own; for they surely get
sufficient money for their wares.
Usually the basis of a rough esti-
mate of the cost of a yacht fifty feet
or more in length will run close to a
thousand dollars a foot !

YET they do not seem to make
any money. This is probably due
to the wasteful methods of manufac-
ture and the high cost of labor and
materials. Labor saving devices are
used to a small extent, but it is sur-
prising to learn that in some work
on larger boats the ancient adz is
still used as it was in the days of
Noah. Of course boat building is
going to be expensive as long as
these methods are employed; and so
long as it is. publicity funds will not
permit big advertisements, and the
COSl of the boats will be so high that

they can be owned only by the fa-
vored few.

What is needed is a stock design
boat built by the hundred. Already
there are a few builders doing such
work, but if a dozen boats are put
through the works at the same time,
it is a front page story and a red
letter day for the industry. Costs
are not reduced by building boats
in dozen lots.

IN the past many manufacturers
who undertook to build standard-
ized boats found their aims defeated
by the demands of the buyers. Most
boatmen have pet theories and ideas
to which the builder must cater.
One man may want the berths for-
ward and the galley aft, while the
next may entertain views which are
the diametrically opposite ones.

What the industry needs is real
standardization. It needs a firm
equipped to turn out boats by the
hundred at a price which will meet
automobile competition. It needs a
well designed boat which will look
pretty — a boat designed by a real
architect. It needs a large plant
with equipment to turn out these
boats by modern production methods
and not with an adz. The possibili-
ties are tremendous. The appeal is
there, for nearly everyone loves the
water, but the prices are too high
and the publicity is lacking.

Some day someone with modern
merchandising ideas is going to
enter boat building and almost over-
night the industry is going to take
on new life. Production will in-
crease; advertising will appear in
publications of general interest; and
the layman will become aware of the
possibilities in boating. Some day
motorboats will receive the publicity
and advertising they deserve, and
the industry will come into its own

September 22, 1926

ADVERTISING AND SELLING

How the Warehouse Speeds
Up Deliveries

GONE are those days when the
retailer stocked up for three
months; gone, too, the time
when a jobber took in twenty car-
loads on a single requisition. To-
day, even the wholesaler buys with
reference to turnover ; even he ex-
pects the manufacturer to "can-y on
spot" the goods he distributes to the
retail trade.

So far, indeed, has gone this speed-
ing up of deliveries which warehouse
short-cuts have developed ; the mer-
chandise warehouse having in no
small degree contributed to make
possible present methods. "Our de-
liveries equal letter mail," was the
boast of a nationally-known manu-
facturer, and yet the fact is that his
deliveries are too slow. Competitors,
in his own line, are doing better by
twenty hours or more. When the
jobber, or retailer, knows that fresh
goods may be had by the noon of
the day they are ordered, the next
morning's delivery looks far off.

The merchandise warehouse offers
a short-cut to deliv-
ery through use of
what is known among
warehousemen as the
"customers' accred-
ited list." It is a
simple device, evolved
from the necessity of
saving time in the
delivery of goods.

A manufacturer es-
tablishes a stock of
goods with a public
warehouse-
man at some con-
venient market cen-
ter. As his salesmen
travel the adjacent
territory, they in-
form each customer
whose business is so-
licited what sizes and
grades of the goods
are held in spot stock
with the warehouse,
together with data as
to unbroken-package
lots. The jobber — or
the retailer — can then

By H. A. Haring

push the line without fear of over-
stocking himself, and without the
companion fear of running short of
the goods. The spot stock, standing
close behind his sales effort, gives
assurance of ready replenishment
without risk.

Capital investment is held down;
turnover ratio is high; and yet the
jobber can book all orders in sight
with full confidence that the retailer
(or other customer) will not be sent
a pink back-order form instead of
the goods. This confidence he can
pass on to the retailer, and it is no
mean sales argument.

The process of buttressing the
market is completed by the manufac-
turer's filing with the warehouse-
man a list of "accredited customers."
The warehouseman is instructed that
he may deliver to each of these cus-
tomers, out of the manufacturer's
stock, anything desired. The cus-
tomer, thus accredited, makes his
own requisition on the warehouse
for quantities and sizes as he wants.

THE modern manufacturer ships his goods in carload lots to
a public warehouse, conveniently located for wholesale dis-
tribution. In this manner the jobber does not have to wait for
freight shipments to arrive, and never disappoints the retailer

The accredited customer does not
telephone or communicate with the
manufacturer, or his branch office.
All time and formality of that sort
is positively eliminated, as are also
the costs of telegrams, and telephone
tolls. The circuit from customer to
the merchandise is "shorted" to the
most direct route. But the great end
achieved is that the customer gets
the goods quickly.

The morning mail may bring the
jobber orders for goods of which he
is "out." Ordinarily he would ship
his retailer such items as were in
stock, with a back-order for the bal-
ance. Thus the jobber would have
two shipments to make, with two
billings ; the retailer, in turn, two
pick-ups at his local freight station,
with two invoices to check, and the
inconvenience of staving off the con-
sumer until the back-order came
through.

If, however, the jobber can draw
from a local warehouse the goods
he lacks, it is possible for him to
avoid all this duplica-
ga tion, while, at the
same time, making
good with the distant
retailer in that best
of all business assets,
"quick service, with-
out substitution."

Little formality is
needed. The entire
proceeding is so sim-
ple that few manu-
facturers require any
set form to be used
by the wholesaler
when requisitioning
goods from the ware-
house. The whole-
saler's ordinary re-
quisition form is
quite acceptable; or a
letter request fits
perfectly. All that is
asked is some written
form of request for
protection of the
warehouseman, and,
o n receiving the
goods, a receipt.

[CONT'D ON PAGE 46]

ADVERTISING AND SELLING

September 22, 1926

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ANUMBI-.K <>i nervous systems bave probably suffered from the fad for "attention-getting," and many a waste-
paper basket been worn mil. The "psychologists"" who direct the onslaughts on our privacy have often

overlooked an ohvious reaction fr a shock: namely, revulsion and retreat. Strathmore papers are to he

thanked lor not wielding a bludgeon, and congratulated upon the skill with which the slogan of the company
has been put into visible and convincing form in its own series of advertisements. These clearly say stop

September 22, 1926

ADVERTISING AND SELLING

Preaching— Or Practicing?

An Ex-Editor's Views on the Much Discussed "Press Agent Evil

By Harry Botsford

N the metropolitan area
one frequently hears a

.loud and unlovely wail that
appears to grow in intensity
and lessen in sincerity each
time it is heard. Ever and
anon the advertising and pub-
lishing gentry in the "hinter-
lands" cock receptive ears
eastward and applaud sharp-
ly. Meanwhile nothing is
done about it aside from
passing an infrequent resolu-
tion, properly attended by the
cohorts of publicity. It is a
sad and amusing circum-
stance, this. The reference,
as the astute may gather, is
directed at the scamp, the
blacksheep, that alleged black-
guard of ethical advertising:
free publicity.

The verbal and oral cudgels
have been smartly applied to
press agents and free pub-
licity; the business has been
properly bastinadoed with
sounding phrases ; yet — sad to
relate, the free publicity con-
tinues to exist, and in a
brazen and sturdy fashion.

What is the matter?

And in La Plaza de Toros
does one hear a logical, sane
or sensible explanation? One
most certainly does not ! =

I wonder (and it takes rare
courage to say this!) if the trouble
is not due to the fact that almost all
concerned are preaching — and only a
few (if any) are practicing?

Possibly the publicity man, the
press agent, is dead. I doubt it,
however. My idea is that his name
is still legion and that he occupies
a fat berth in various recognized
and nationally known advertising
agencies. Perhaps opposite his name
on the pay roll is not inscribed the
fateful and awe-inspiring words
"Publicity Agent," but regardless
of the title, his occupation deserves
that nomenclature. Meantime the
gentlemen in the front offices of
these agencies are raising their
voices in harsh yelps about the
great danger, the outrageous, no-
torious inefficiency of free publicity.

"These press agents are
bad, bad hombres," I agreed
heartily.

"Press agents!" the edi-
torial eyes surveyed me in
chill amusement. "Huh ! In
this whole pile of puffs you
won't be able to find one sin-
gle squib that comes direct
from the office of a free pub-
licity man. It originates in
the offices of recognized ad-
vertising agencies. That's
where it comes from! Most
of the stuff lacks news value
and has no scientific interest
or direct bearing on the in-
dustry this publication is try-
ing to serve."

"Well, one consolation," I
remarked, "is that you don't
have to publish it."

The editor is rather an ex-
pert at glaring. He gave me
one of his best glares.

"Say," he said belligerent-
ly, "you used to edit a trade
paper, but I guess that was
several years ago, wasn't it?"

"It was."

"That's what I thought.
No! I could refuse to pub-
lish any of this stuff. I wish
I did dare to chuck it all
away! But if I did things
would happen. You see, I
have tried it before. Here is
Not long ago the writer happened the Blank Agency that sends in a

I'hnto by Lazarnick

I^HE newspaper editor is pestered by a flood
. of multigraphed and mimeographed pub-
licity that flows in from agencies. In a way he
is in a better position than the trade paper
editor to gratify his first craving to throw it out

to be visiting the managing editor
of a nationally known trade paper.
This paper has a whale of a circula-
tion, influence, and hundreds of ad-
vertisers. It happened that this
editor was not in a merry mood. He
was even reduced to profanity, and
with a fine and artistic touch he

nicely mimeographed sheet inform-
ing me of the fact that the company
whose advertising they are handling
in this paper is planning the erec-
tion of a new foundry. Good ! That's
news. But the rest of that sheet is
composed of downright free pub-
licity. It tells about the terrific

spoke feelingly on this matter of growth of business due to the quality
free publicity. of the product, how many yards of

Dank's doodads are used in the erec-

IOOK here!" said he, indicating a tion of the new Perkin's Pickle Plant.
J pile of papers about eight inches

deep. "All this junk is matter that
represents an effort to secure a
species of free publicity. Terrible
stuff! I can't use it. That is, if I
follow my natural instincts. Free
publicity is the major curse of a
trade paper editor."

Suppose I print only the news part
of that bulletin that has been broad-
cast among the trade papers. What
happens? I know! A keen-eyed
gentleman in either the Dank plant
or the Blank agency scans my next
issue and notes the omission. In a
none too subtle manner the matter

[CONTINUED ON PAGE 74]

ADVERTISING AND SELLING

September 22, 1926

Advice to Advertising Men

By One Who Is "Going In" for Advertising

THERE was once a burg-
lar who was standing
trial. He had been
found guilty of housebreaking,
and previous to imposing sen-
tence the judge was making
exhaustive inquiries regard-
ing the defendant's life, ante-
cedents and crimes. Now, this
particular burglar was some-
thing of a philosopher, unlike
most of us he was not passive :
he liked to know the whys and
wherefores. He considered
the judge an old fogey who
was taking advantage of his
position to indulge in his
natural propensity for snoop-
ing. Our burglar wondered
if it were not just as impor-
tant for him to know the full
details of the judge's career
before trusting himself to his
mercy.

And we feel very much akin
to the burglar. We are "going in"
for advertising, and for years we
have been flooded with advice, most
of it delightfully vague and reminis-
cent of a racing tipster's.

We have assiduously pored over
the biographies of successful men of
affairs as featured in a certain popu-
lar magazine. The almost monoton-
ous frequency with which the writers
reiterate that the three things con-
tributory to their success were In-
dustry, Thrift and Promptitude has
made us a little suspicious.

We are reminded of the advice of
our male grandparent, a sturdy
blacksmith in the North of England.
Between puffs of his pipe he would
spit forth epigrams and aphorisms
that would have made the fortune of
a columnist today. On one occasion
we remember him saying, "Lad. if
anybody keeps tellin' tha who's
honest, watch thy pockets!"

It is not far-fetched to say that
this dictum can be applied to
promiscuous advice. The childish
insistency on this trinity of plati
tudes leads us to believe that the
writers are merely drugging their
own minds, and we anxiously await
the memoirs of some candid million-
aire who will tell US that a natural
cupidity coupled with a flair for
intrigue, and aided by what can be
euphemistically termed as "Ca'

canny," were important factors in
his success. But we fear we shall
be obliged to refer to the Newgate
Calendar for frankness of this sort.

"In short," as Mr. Micawber would
say, we are surfeited with advice,
and yearn to reciprocate in this pro-
tracted but rather one-sided affair.

Our first leanings toward the noble
profession were not prompted by the
lure of filthy lucre, nor were we
anxious to see our work in print.
Oh, no! We were idealists. We can
remember reading the advertise-
ments in the magazines and gravely
coming to the conclusion that things
in the advertising world were pretty
rotten, in fact, putrid. And who else
would put them right but ourselves?

SO we set forth on our Rosinante
to tilt at windmills. The first
thing we did was to come to America,
the birthplace of Publicity with a
capita] "P." The next thing was to
tackle the lions in their dens, and
that's where the fun commenced. All
the advertising big-wigs in New-
York were bombarded with our let-
ters, which were pretty good as
letters go, you know. Now and
again we received replies granting
ns interviews, and armed with effu-
sions from our prolific pen (Under-
wood), we would repair to the offices
of our desire. There must have been

anywhere from fifty to a hun-
dred hard-worked gents who
enjoyed the tender confidence
of our youthful inexperience.
They listened — but we didn't
get the job, and neither have
we got it yet.

However, we gained interest-
ing sidelights on the idiosyn-
crasies of the Moguls of the
profession, and our close study
of current advertising has
provided us with a fund of
experience that is too precious
to keep to ourselves. After
you have so altruistically cast
before us your pearls and
platitudes, it would be almost
criminally selfish on our part
not to pass this on to you:

(1) Don't take three to
four weeks to answer a letter.
Most men in other businesses
answer theirs in three days.
( 2 ) Don't keep a chap wait-
ing until 11:30 when you fixed the
appointment for 10:30.- He's not
impressed with your importance;
he's more apt to consider you a boor.

(3) When you are reading samples
of our work, don't tell us that the
late Mr. Charles Anderson Dana said
that the way to gage a man's style
is to count the number of sentences
beginning with "The." One man
told us that and then used "constant-
ly changing" in one of his ads!

(4) Don't yearn after sophistica-
tion in your copy. Since a certain
Mr. Sinclair Lewis wrote a book
about a Mr. Babbitt, you have been
making frenzied efforts to convince
the world that you are oh, so blase.
The average American male is about
as sophisticated as Mr. Tompkins-
Smythe of London, W. 13. Mr.
Tompkins-Smythe certainly doesn't
eat peanuts at a ball-game, but he
goes to Lord's and chirrups "Well
played, sir!" He worships "good
form" while Mr. Babbitt worships
a "good feller." Both are very much
alike under the skin, and neither
likes sophistication.

(5) In those women's wear ads.
don't pepper them with "chic."
"he Sport" "charmant," etc., until
(hey are so blatantly, juicily feminine
that we are tempted to believe that
they are written by a hard-boiled old
misogynist. Most girls haven't been

[CONTINUED on page 58]

THE ♦ EDITORIAL • PAGE

Traffic in Famous Names

THE purchase of the indorsement of famous theat-
rical and movie stars seems now to be on a definite
business basis, with a 15 per cent commission for the
advertising agent!

We quote from literature sent out by a Chicago con-
cern styling itself, Famous Names, Inc.:

The Famous Names, Inc. was formed through the co-
operation of the most prominent managers of moving
picture stars and theatrical celebrities who assigned to
this corporation the exclusive selling rights for com-
mercial advertising purposes, the names, pictures and
indorsements of a majority of the most popular and
famous stars.

The service of this corporation is to supply the rights
to use in commercial advertising, names, pictures and
indorsements of famous moving picture stars and stage
celebrities and other famous personalities such as mu-
sicians, operatic stars, etc.

Almost with [out] exception any moving picture star
or stage celebrity is available through our service. Many
of the stars are available for special posing. These
poses can be made according to specifications of the
purchaser and can be made in a studio, in the artist's
home or on location. Many of the stars' homes are
famous for their artistic settings, and such pictures
posed by the artist in the home with the advertiser's
commodity offer many advantages, particularly in the
production of advertising material.

In addition to the pictures and names we also supply
indorsements signed personally by the stars. These in-
dorsements can be, if desired, of the advertiser's own
dictation.

It has been common knowledge that the names of
many of the stage and screen stars could be bought —
and surprisingly cheaply, too! — for advertising pur-
poses, but when this traffic in personalities is put on a
crass commercial basis, with agency commission and
the promise of securing indorsements if desired "of
the advertiser's own dictation," it seems to us that
the time has come for the whole despicable business
to be thoroughly aired, and for the National Better
Business Bureau to take notice.

essya

The B. & O. Challenges Tradition

WITHOUT going into the reasons behind the
action of the Baltimore & Ohio Railroad in dis-
continuing the use of the Pennsylvania Station as its
New York terminal and instituting motor bus service
from points in New York to its train sheds on the
Jersey side, there is a lesson in the situation for busi-
ness men. It is a lesson in elemental thinking. The
Baltimore & Ohio, like every other railroad, sells trans-
portation, not terminals. The terminals are merely
convenient places for people to start using transporta-
tion. The more convenient they can be made, the more
efficiently they will serve.

As the B. & 0. announcement advertisement in the
New York newspapers explains the new service :

When you step aboard a Baltimore & Ohio motor coach —
uptown or downtown — you have "made your train."

When you travel on the Baltimore & Ohio your railroad
ticket now takes you right from the heart of New York's
activities to trainside at Jersey City — without extra charge
and without the usual confusion and annoyance.

A fleet of commodious motor coaches operates between

the motor coach stations in the heart of New York and
train terminal in Jersey City, covering regularly scheduled
routes, uptown and downtown, with stops to take on and
discharge passengers at convenient points.

All you need to do is to step aboard the coach and it
takes you and your hand baggage direct to the train with-
out charge for the service.

Like any other experiment, this one must meet with
public acceptance before it can be pronounced success-
ful. But the brand of thinking that goes behind it,
the challenging of the tradition of a great stone monu-
ment as a terminal just because terminals always have
been great stone monuments, is worth cultivating.
Many businesses, and even entire industries, are today
trying to sell terminals instead of transportation, to
retain the figure, because the terminals can be seen,
while often the fundamental service or philosophy be-
hind the business is hidden and must be uncovered.

An Editorial by The John Day Company

ON the back of its first catalog of books, The John
Day Company, Inc., publishes what it characterizes
as "An Informal Note About 'Blurbs'." It is its own
editorial:

We mean to refrain from superlatives about John Day
books. The "finest work of the year" or the "great Amer-
ican novel" or the "most beautifully printed book of its
kind" may well appear on our lists, but it will not be so
announced.

We see particular merit and have strong faith in each
book we publish, else we should not have accepted it for
publication. But catalog, advertising and jackets will, so
far as humanly possible, exclude our mere opinions, and
will be designed to indicate, by fact and precise description,
the scope and character of each book, so that the reader
may judge for himself whether it is likely to please him.
From time to time we shall quote the commendation which
we hope may come to our authors from disinterested crit-
ics. We shall not, however, strive to beguile readers by
ardent expressions of our own.

"Keep the Wires Hot"

AT the summer convention of their distributors a
. Pacific Coast packing company proposed for dis-
cussion a discontinuance of their custom of weekly
price lists. Their suggestion was that a monthly list
be issued, subject to correction within the month in
case of serious fluctuations.

One distributor was instantly on his feet. Vigorously
he maintained:

"The oftener you issue prices for canned goods the
stronger your position. The weekly list keeps every
broker's mind on you every minute. You oblige us to
think of you as setting the price for the whole coast,
and the way. you keep the wires hot with up-to-the-
minute quotations makes you the shrewdest operators in
the world."

If "the weekly list keeps every broker's mind" every
minute on a single canning corporation so keenly that
competitors fail to "count," is it not equally true that
the oft-repeated copy does what is impossible with
occasional or spasmodic advertising?

ADVERTISING AND SELLING

September 22, 1926

Exporting Is Not a Game

By B. Olney Hough

DI SHE ART-
ENING as it is,
in a way, it
seems to be true that
many American
manufacturers who
nowadays contem-
plate expanding their
business for the first
time into foreign
fields fall into one
of two classes: (1)
Those who with rea-
son fear their home
business is slipping
and want to bolster
it with orders from
abroad, where com-
petition is fancied to
be less strenuous ;
and (2) those who
have met with suc-
cess at home and
have accumulated
enough surplus divi-
dends to inspire them
with the reckless am-
bition to "play with"
foreign countries,
though they have no
real confidence in the
reputed possibilities
of the field. This criticism is by no
means to be restricted to Americans.
British and other European manu-
facturers are equally eligible for it.
Both classes are addicted to the
phrase "the export game." To no
other kind of business can the word
"game" be less appropriate. Com-
petition is as strenuous in foreign
as in domestic markets, and real
business is to be gained only by con-
tently shrewd sales policies. The
manufacturer who is slipping at
home will probably have to improve
his sales policies if he is to get any-
where abroad. The rich manufac-
turer who thinks he will gamble — ■
take "a flier" on export trade — will

THERE are docks in foreign ports on which American goods
are "resting" — as they say in the "profession*' — that attest
to an indisputable fact: namely, that, contrary to the impression
that prevails too often in manufacturing circles, exporting is not
a game to relieve the monotony of an unexciting industrial
career. Nor is it a casual means of bolstering a sicklv business

wise manufacturer's mind under
certain circumstances; the mind of
a manufacturer who intends to be
very much in earnest about his ex-
port business, if he wants to have
any at all.

EGFIELD. we may call him be-

manufacturer's export agent; which
means that he has induced about
twenty manufacturers to pay him a
retainer of so-and-so much per
month, plus a commission on sales,
in return for his efforts to develop
export business for them. The ex-
pense to each manufacturer is con-

siderably less than that of attempt-
.er the possibilities of losing ing to support individual export de-
money unless he makes a business of partments. This is a perfectly
the venture instead of a game, and reputable, often a highly commenda-

realizes that hard, aggressive work
is as necessary in Mexico as in
Texas.

The mere prospect of a foreign
order sometimes hypnotizes a manu-
facturer, but usually only the
thoughtless one. Here follows an
illustration of the workings of a

ble, business arrangement. But
every few months some one of these
manufacturers gets disgusted, be-
cause Ziegfield has not obtained any
export business for him, or has not
obtained enough. The manufac-
turer, not understanding that many
months are required before export

results begin to ma-
terialize, withdraws
his support from the
agent. Then Ziegfield
has to take a few
weeks from his proper
work to search for
another supporter.
Ziegfield spotted a
new prospect in the
Middle West. We will
call it the Jeremiah
Electro - Refrigera-
tion Co. because no-
body named Jeremiah
is connected with it
and because the com-
pany (this, be it un-
derstood, is in sub-
stance a true story)
does not make elec-
tric refrigerators but
something which
seems to the ignor-
ant observer similarly
complicated and tech-
nical. "I have had
many years of experi-
ence in selling Ameri-
can goods for ex-
===== port," says Ziegfield
to Mr. Jeremiah. "I
know exporting methods and export
markets. I can get you a lot of busi-
ness if you let me handle your ex-
ports. I already have several elec-
trical lines which I am selling
largely abroad and, as a matter of
fact, two of my foreign friends have
recently been asking me for electric-
refrigerators. My services will cost
you hardly anything. I ask you for
only fifty dollars a month for a six
months trial term ; merely enough to
help pay a share of the office rent,
clerk hire, postage, etc., with a ten
per cent commission on all sales
which I actually make."

"Sounds cheap enough," comments
Mr. Jeremiah, "but what sort of cus-
tomers are these you speak of? You
.see, ours is a rather difficult busi-
ness which the usual dealer in elec-
trical supplies cannot handle. We've
got to get started right in a mar-
ket ; otherwise it is likely to be
eternally spoiled for us."

"But you want orders, don't you?
How else do you ever expect to get
started at all? Here am I offering
you orders from perfectly good cus-

September 22, 1926

ADVERTISING AND SELLING

Bruce Barton Roy S. Durstine Alex F. Osborn

Barton,Durstine <3 Osborn

INCORPORATED

c^/zn advertising agency of about one

hundred and ninety people among whom are

these account executives and department heads

Mary L. Alexander

F. W. Hatch

Joseph Alger

Boynton Hay ward

John D. Anderson

Roland Hintermeister

Kenneth Andrews

P. M. Holkster

J. A. Archbald.jr.
R. P. Bagg
W.R.Baker, jr.

F. G. Hubbard

Matthew Hufnagel
Gustave E. Hult
S. P. Irvin

F. T. Baldwin

Charles D. Kaiser

Bruce Barton

R. N. King

Robert Barton

D. P. Kingston

Carl Burger

A. D. Lehmann

H. G. Canda

Charles J. Lumb

A. D. Chiquoine, jr.

Wm. C. Magee

Margaret Crane

Carolyn T. March

Thoreau Cronyn

Elmer Mason

J. Davis Danforth

Frank J. McCullough

Webster David

Frank W. McGuirk

C. L. Davis

Allyn B. Mclntire

Rowland Davis

E. J. McLaughlin

Ernest Donohue

Walter G. Miller

B. C. Duffy

Alex F. Osborn

Roy S. Durstine

Leslie S. Pearl

Harriet Elias

T. Arnold Rau

George O. Everett

Paul J. Senft

G. G. Flory

Irene Smith

K. D. Frankenstein

J. Burton Stevens

R. C. Gellert

William M. Strong .

B. E. Giffen

A. A. Trenchard

Geo. F. Gouge

Charles Wadsworth

Gilson B. Gray

D. B. Wheeler

E. Dorothy Greig

George W. Winter

Mabel P. Hanford

C. S. Woolley

Chester E. Hanng

• J. H. Wright

i\n t

iyj

NEW YORK BOSTON BUFFALO

383 MADISON AVENUE 30 NEWBURY STREET 220 DELAWARE AVENUE

Member American Association of Advertising Agencies

Member Audit Bureau of Circulations

Member Rational Outdoor Advertising Bureau

ADVERTISING AND SELLING

September 22, 1926

tomers. It's your chance to get
started. You don't mean to turn
down a pood order, do you? And it
means only fifty dollars a month for
six months to cover expenses. I
don't make any money unless I turn
in real orders to you. You can't
hope to get started more cheaply
than that."

"Three hundred dollars isn't
much," Mr. Jeremiah muses, half
tempted. But he reflects for a mo-
ment. Would he enter into such an
arrangement if it were a question of
getting and developing trade in
California? No, in any really im-
portant market, he certainly would
not. He turns to Ziegfield.

"Look here," he says. "When I
go down to New York I'll spend
$300 in a night club with the right
sort of a crowd, but I will not spend
$300 on any half-baked proposition
for getting export business. That's
too serious a matter. It isn't fun, or
a game. Oh, I'm going to get that
export business, but do you under-
stand what getting it and getting it
right involves? It means demon-

stration machines with expert oper-
ators and teachers; to say nothing
of especially high grade salesmen
able to handle complicated finance
wisely. Users have to have electric
refrigerators installed and so in-
stalled that they will stay — and stay
satisfactory. Dealers, distributors
and agents must be taught. They
must be made experts so that users
may in their turns be taught and re-
ceive service afterwards that will
keep them as satisfied users. Some-
body who knows must win over the
officials of central electric stations
and each of their branch stations in
important cities. My machines
must have their endorsement, their
support and their enthusiastic rec-
ommendation. Their advice is
asked ; often enough they sell the
machines. I'll not pay you $300 on
the chance of getting an order; or
two or three of them. When I am
ready I shall make my first year's
budget to include $10,000, probably
$20,000, for export promotion.
That's more like what it would cost
to attempt to develop, in any intel-

ligent fashion, even one or two of
the most promising export mar-
kets."

"You'll throw away a mint of
money," observes Ziegfield. "It will
take a lot of business to cover
$20,000 a year. Now I—"

"That's an investment, not a loss,"
replies Jeremiah, "just like building
an addition to my plant here. I
shall not expect my business to show
enough profits in the first year, or
in the first several years, to repay
the investment. But if I make the
investment with good judgment; if
I study my markets closely so that
I know that a promising market
exists and what sort of a market
it is; if I select my men wisely, pick
and choose my distributors and co-
operate closely with them, the in-
vestment will be amortized in the
course of time, and without infring-
ing on profits.

"Just now I'm thinking a lot
about California, where we have
never done anything with our line.
I'm studying how to get pi-operly

[CONTINUED ON PAGE 84]

Advertising as a Mirror

By James Wallen

AN advertisement is a mirrored
reflection of an institution or
La product. It should enable
an advertiser to see the picture he
makes before the world, as clearly as
it conveys it to the public. Unless an
advertisement is honestly written, it
obviously cannot accomplish this
dual purpose.

One of the reasons why an adver-
tisement fails to mirror is the fact
that the advertising writer is asked
to produce a series of advertisements
for a house when he knows least
about it. After the first blush of
mutual selling on the part of the
advertising counsel to the client and
the client in turn to the counsel,
there is a sort of old rose fog float-
ing around which obscures all dis-
tasteful angles.

In a book written some years ago,
Herbert N. Casson. with unexcelled
clarity, set forth what an advertis-
ing writer should know about a
house. He said, "Before an article
is offered for sale, before any sales
campaign is begun, these questions
must be definitely answered :

"(1) What does the public think
and feel concerning this com-
pany?

"(2) Are there any old grudges?

"(3) Are there any wrong impres-
sions in the mind of the
public?

"(4) What is being said about
this company by its enemies
and its competitors?"

Every advertisement should be in
the way of being an answer.

I recently discovered in the con-
sideration of the problems of an old
institution that their advertising was
looked upon as a thing apart. Their
conception of advertising was: that
advertising is a matter of words and
pictures on paper; that it does not
necessarily have any direct relation-
ship to the business. Advertisements
were simply advertisements in the
minds of the proprietors of this
house. Advertisements were, to
them, simply bait. That the voice
of the house must issue from its
soul had not occurred to these other-
wise astute business men.

It is my feeling that unless an ad-
vertiser is willing to take the mirror
tost you cannot do much for him.
The mirror test will often mean that
he will have to improve markedly his
quality and service. It is difficult to
advertise a second-rate thing.

A study of retail store advertis-
ing reveals the fact that few adver-
tisements do accurately reflect a
house. Unless a firm becomes
synonymous in the public mind with
a certain quality of merchandise and
a definite character of clientele, and
unless it becomes synonymous with
its location in the public mind, the
advertising is not performing its
task.

There are concerns using no end of
space, lavishing money and effort,
who do not succeed in creating a
definite portrait of the house. This
failure comes of the attitude that an
advertisement is simply something to
put in the paper to "drum up trade,"
as the old-fashioned merchant ex-
pressed it.

If you will take at random a news-
paper in a city with which you are
not familiar, read the advertise-
ments, and then call on the houses
represented, you will discover the
absolute inadequacy of the advertis-
ing impression. The voice is that
of a singer of empty phrases coming
from a void. Until advertisements
are written by men who are masters
of portraiture with the pen, this con-
dition will exist.

September 22, 1926

ADVERTISING AND SELLING

\ —

■•■*»&*. ;* '"'

jjftBPr

Steam Railway Earnings
Set New High Record

THE record earnings for the first seven months
of this year, together with the tendency on the
part of the steam railways to spend money readily
for the modernization of facilities that will reduce
operating expenses, indicate even larger expenditures
in the future.

In reaching this important market effectively the five
departmental publications which comprise the
"Railway Service Unit" can aid you materially.
They select the railway men you want to reach — for
each publication is devoted exclusively to the inter-
ests of one of the five branches of railway service.
Our Research Department will gladly cooperate
with you in determining your railway market and
the particular railway officers who influence the pur-
chases of your products.

Simmons-Boardman Publishing Company

''The House of Transportation"

30 Church Street New York, N. Y.

608 S. Dearborn St., Chicago 6007 Euclid Ave., Cleveland

New Orleans, Mandeville, La. San Francisco Washington. D. C. London

A.B.C.

The Railway Service Unit

Five Departmental Publications serving each of the departments in the
railway industry individually, effectively, and without ivaste.

A.B.P.

ADVERTISING AND SELLING

September 22, 1926

The Use of Color in Sellin;

The Present-day Color Sophistication of the Public

Has Placed a Powerful Weapon in the Hands

of tbe Wise Salesman or Advertiser

By Grace W. Ripley

PEOPLE buy or refuse to buy
according to their feelings,
but their feelings can be
shaped to a large extent by the
proper use of color. There are cer-
tain psychological reactions in color
upon which the salesman can count
in dealing with a large number of
people. Once he realizes it and
takes advantage of this truth, he
lays hold of a powerful selling force.
You can make people do things
through the influence of color.

Today is incalculably more color-
ful than yesterday. Color is in the
hands of the buying public. Color
is loved and understood as never be-
fore. To be up-to-date in color is
to be thoroughly alive. The use of
cosmetics is practically universal.
The "hick" customer has disappeared
and the drab characters who formed
a large part of the population of
New England and other northern
sections are no more. Old ladies
are abolished. Men are heading into
color. New textures, new scintilla-
tion, new subtleties of color appear
daily. Business interests must be
one jump ahead of the public.

The business man must be alive
to the newest trend. The greatest
losses will be through the miscalcu-
lation of color trend. The salesper-
son who is not color-conscious will
no longer suffice. There must be
fresh intelligence in display, great
wisdom in buying, correct appeal in
advertising, and real knowledge on
the part of the salesperson. The
woman buyer knows what an asset
correct color is to her, but she also
knows that it is a difficult thing
to achieve and she grasps eagerly at
intelligent help.

In selling color to the public I
have discovered that the important
thing is to know the characteristics
of colors. For instance, there are
five important reds in dyes with dis-
tinct characteristics. It is jumbling

Portion of an address before the Thir-
teenth Annual Business Conference, Babson
Park, Mass.

these reds which gives the most pain
to the public. Store keepers should
keep colors belonging to different
families separate except when they
are combined with great care.

There are three essential blues,
two essential yellows, one orange,
one green, one violet. With these
members of the dye family all colors
may be approximated. When the
color theory is completed, one dis-
covers that there are four instead of
three of the commonly discovered
dimensions of color. There are hue
value and intensity, and then there
is scintillation or vibration, a trump
card with the public.

IN nature, iridescence of texture is
so much a part of color that one
cannot think of them separately. One
must play safe with color and stick
to basic color loves, except when one
wishes to startle the public and at-
tract by making a sensation.

The present age is one in which
the so-called common people have
come into the knowledge which for-
merly belonged only to the highly
educated. All people are now so-
phisticated in color. They know
that cerise and purple, green blue
and purple, and even orange Ver-
million and cerise are colors to be
worn and enjoyed. Dissonances and
discords are popular. There are
new colors, jazzy colors, fascinating
discords in color, just as there are
new dissonances in music. The
oriental thought is being fused with
the occidental. The Chinese know
about the delight of dissonances in
color; so did the Prussians, and the
Indians since the ninth century.

Orange makes happiness. It
should be used in homes and in
dress, in small or large quantities.
Yellow is a color which is trying to
most skins. We can make lamenta-
ble mistakes in the use of this color.
It is no accident that makes the
quarantine flag yellow. A heavy
yellow symbolizes disease.

Every rule has exceptions and

every color has its intrinsic worth
and value in some situation, just as
in the new music there are strange
rasping noises and shrill shocks
which formerly would not have been
thought to be musical notes. But
dissonances and discords have great
value in waking up the audience to
the perception of beauty which be-
comes saccharin when too much
harmony and balance is produced.
French harmonists instinctively know
this and they manage to keep us both
interested and irritated.

There is nothing absolute in col-
or, and in that' lies its great fas-
cination. This formula might be
given: "If your color scheme does
not register, try vibration." Try it
on the front gate, the door. Already
it appears on many advertising fold-
ers and on some painted furniture.
I have before me a beautiful colored
booklet advertising the Canadian
Pacific cruises of 1925-26. How
could the amazing experience of a
trip around the world be symbolized
on one cover? They have done it by
a futuristic vibratory arrangement
of colors, prismatic in effect, into
which glimpses of exotic scenes are
introduced. This beautiful booklet
is one of the finest examples of fu-
turistic and vibratory color.

WHEN I design a play, I first
read the play and pick out its
greatest movement. I do not begin at
the beginning. I begin at the climax.
While my mind is fresh and clear,
I take out this great movement and
then I pick out the outstanding fig-
ure and make her stand out. I care-
fully pick colors which command at-
tention and I balance them so as to
give an adequate shock to the eye.
My remaining effort with that
scene is to see that nothing on the
stage can interfere with my leading
lady. I allow the rest of the scene
to be interesting as background and
as a support. The same rule of pro-
cedure would work out well in de-
signing an advertising booklet, a

[CONTINUED ON PAGE 861

September 22, 1926

ADVERTISING AND SELLING

At ji A.M., August io, 1926, on West Goth St., corner of Broadway, New York—

The Inquiring Photographer of The News
asked the first six people he met ^^ "Should
Winnie Winkle give Mike Mulligan another
chance?" w The first six people knew what
he was talking about and were able to gi\e
him answer. -si? Six out of six! Only a Mil-
lion circulation makes such coverage possible!

The Inquiring Photographer is an
institution of The News. Armed with
a camera and a question, he fares
forth daily and reflects people and
opinions. Six reflections, visual and
verbal, fill his column. The questions
asked are suggested by readers, and
the answers sometimes serve to show
what interests people and how much
interested they are in various topics.
Now the question asked on August
10th (for the issue of the nth) was
a queer one for anybody not a News
reader. Winnie Winkle is the charac-
ter on a comic strip which appears in
New York only in The News. Winnie
is a working girl, and of late has been
much harassed by the attentions of
one Mike Mulligan, a poor but more
or less unworthy young man very
much in love. On one previous occa-
sion the heroine was about to
be married to Mr. Mulligan,
but wras lamentably left wait-
ing at the church.

Just a comic-strip heroine —
a foolish, frivolous business —
BUT, the first six people asked
that question knew Winnie!
The first six out of six mil-

lion were News readers. The first
young woman interviewed was not
only a News reader while visiting
in New York, but a Chicago Tribune
reader at home, and so familiar with
Winnie.

Could you pick any six people, one
after arother, in any part of New
York, and get six readers of any other
newspaper? No — because no other
newspaper has 86 per cent of a million
plus circulation concentrated in New
York City. And if Winnie Winkle hap-
pened to be the name of your product
or a character in your advertising,
would the first six people asked know
about it? They might if your adver-
tising appears in The News. No other
newspaper can give so comprehensive
and certain coverage.

The News reaches almost every-
body in New York — at one time, in
one medium, at one low cost. The
small page with the high visibility,
the small paper with limited adver-
tising, combined with the largest
daily circulation in America, makes
the News an essential medium in
the first market of America! Get the
facts.

THE H NEWS

New York's Picture Newspaper

Tribune Tower, Chicago 2 5 PARK PLACE, NEW YORK

ADVERTISING AND SELLING

September 22, 1926

A Salesman Looks at Advertising

By John J. McCarthy

AS an avid reader of trade pub-
f\ lications I am, like other mere
_/. JL salesmen who must work for
their daily dole, always interested by
the many success stories: stories of
men who have fought their way
from being little shopkeepers to be-
coming great merchants; stories of
newsboys who have become publish-
ers, of filling station lads who grew
into large operators of petroleum
companies — all alert, farsighted
"men who do things."

Here is business romance ; my re-
lief from the humdrum day-in-and-
day-out selling grind. I like these
stories because in my regular routine
I call upon the counterparts of those
likeable, pleasant fellows who have
arrived. Imagine how I enjoyed a
story in one of these papers a few
months ago about one of my own
"star" customers. He handled our
line exclusively, and much of the
success he had had was due to the
popularity of our widely advertised
products. However, unlike a num-
ber of those featured in the success
articles, he remembered the co-
operation we had given him. He
responded by lauding both our
house and its products.

What a boost this was for our
products! I clipped the story and
mailed it to our advertising man-
ager, who promptly made it into an
advertisement, which he inserted in
all the trade papers that go to my
trade.

The advertisement was a hit. I
am still marking up the business
that it brought in. Practically all
my trade saw it, and those who did
not had a chance to view the copy
which I carry around in my port-
folio.

The excellent results which I per-
sonally got from this testimonial ad-
vertisement made me wonder why
my company and other advertisers
did not use more testimonials, espe-
cially in the trade papers. The
readers of such publications view
products sceptically. They must be
shown how the products will make
for them. And I know of no
more effective demonstration than
positive proof in the form of a
prin1> il testimonial.

However. I am not an advertising
man. and I am going to try to re-

main the one remaining salesman in
our company who cannot tell-you-
what's-wrong-with-the-company's-ad-
vertising.

Such a resolution, however, does
not prevent me from examining the
advertising pages of the trade
papers I subscribe to. In looking
these over recently, I was surprised
by the dearth of testimonial adver-
tising. I really could not under-
stand why so many advertisers
neglect the opportunity to tune in
with the spirit of the editorial con-
tents, to strengthen their advertis-
ing copy with testimonial facts
proving to dealer-readers that their
products assure quick turnover and
mean real profits.

I DECIDED to find the reason. And
my experience in getting at it ex-
plains why this peddler has suddenly
turned writer. I talked with a num-
ber of sales and advertising man-
agers, asking their frank opinions
on testimonials and their use in
trade paper advertising.

Their replies agreed in one re-
spect: all testified that testimonial
advertising was splendid trade
paper appeal ; that it created good
will for the company, and brought
in results. The main reason that
a number of these advertisers did
not use testimonials more frequently
was that they were hard to get.
That is, the right sort of testi-
monials, suitable for making good
advertising copy.

All the advertisers I conversed
with had, at some time or another,
made sincere efforts to secure testi-
monials from the trade. Some had
tried to get them through question-
naires.

".Many of the dealers to whom we
sent our questionnaire," stated one
advertising manager, "became sus-
picious. They thought that we
wanted the information for pur-
poses other than advertising. They
classed us as busy-bodies, and didn't
hesitate to tell our salesmen as
much.

"This put the salesmen against
the idea. After a few words from
their customers, they were eager to
smash the questionnaire in every
instance. Even though we would
follow up with a very courteous

letter, offering to defray expenses
incurred in securing the informa-
tion, the dealers simply would not
cooperate. We had to abandon the
idea."

Another sales executive en-
deavored to have his salesmen get
the testimonials. This system, too,
had its shortcomings.

"One year, we decided to confine
all our trade paper advertising to
testimonials," commented this sales
manager. "I thought that it would
be fine for the men in the field to
send us the information about their
various accounts. Some did. They
usually puffed their accounts too
highly and played upon certain fea-
tures that were not exactly good
advertising copy. These reports
were little help. In most cases the
photographs, when they deigned to
send them, were worthless. I be-
lieve that we got about one photo-
graph in which our star salesman
did not appear. In all the others he
usually crowded the dealer com-
pletely out of the picture.

"The few testimonial ads we did
run brought us trouble. Taking the
salesmen's word about an account,
we went ahead and based our ad-
vertisements upon their data. These
ads went over big — for the other
fellow. They cost us the business.
They either were obnoxious to the
customer or featured certain phases
of his business so well that our com-
petitors were fired by ambition to go
right out and land the account."

A SECOND sales manager also
courted trouble by relying upon
his salesmen for testimonials to he
used in trade paper copy.

".My boys responded well enough
to the plan of securing testimonials,"
regretted this gentleman, "but most
of them wanted their own star cus-
tomers limelighted in every ad.
They took it for granted that we
would do this. Hence, without
taking the trouble of consulting
with us, they went ahead and prom-
ised their customers prominence in
our trade paper advertising.

"Naturally, we couldn't feature
everybody. Net result: the sales-
men were peeved ; the customers
piqued; and business suffered."

However those companies which

[CONTINUED ON PAGE 681

September 22, 1926

ADVERTISING AND SELLING

P<r $3tfariric$ Sunfcag JU^ijln

ttir

ROTOGRAVURE

\Mmwm

One of the first middle western newspapers to give
its readers a rotogravure section was The Des Moines
Sunday Register.

Rotogravure quickly "caught on" with Iowa. The
circulation of The Sunday Register climbed from 60,000
to 150,000 in eight years.

This roto section is from 8 to 16 pages an issue. It
is highly localized, filled with pictures with an Iowa appeal.
Six staff photographers cover happenings of interest over
the state. It is the only rotogravure published in Iowa —
a market of two and a half million people of above the
average buying power.

Advertising lineage follows reader interest. The
Des Moines Sunday Register carried 206,688 lines of
rotogravure the first eight months of 1926 — an increase
of 53,865 lines over the same period in 1925.

Over 150,000 readers and 99% in Iowa

ADVERTISING AND SELLING

September 22, 1926

IpmoIs

I he icl«M'tion of jp»Hs ileppnoN ion
lui up rvi.Mil upon a kfwt«lnlc'<- <rf UV
intrinsic qimlilirs nui^Y lubptfpsirrriin
litem, i hi* ^ v • 1 1 •• rxppiirnc** of our rpprp-
M-nl.tllM**, inrtiid>s.in oxperl piilgnirnl
"I vniili upon uhf< |i \iiri mu\ r«'K |o
supplement vour pPisnnol rhojtp.

|t*»*«-lH of all kinds arp mbaiKml in
spHIik/o i'! prpi'ious mn.il- ,in-l pxqu i*-
Jlp designs <TP«(p«i p"*HiiM\pr» for us.

Our rollpclion in«-ludes nuinv clutiip
pi<Mi'S innrsM.il in 'U-U;n iimli iMf .n in

HlM Iti'or, S.Mrih."/»l..i-Ji Winn-

ii n n ■■■ i '• " ■ i- - ; :c - ;■■ ■; :■ ir. .i: <■-■■<![ /v, "» i r if

~1 rt

The Return of the Fat-Face

By Keat D. Currie

GLANCE through the pages of
any fashionable magazine and
note the preponderance of
bold types. Several years ago you
found them mainly used only for
captions, but now you will likely as
not find them in the text, everywhere
and in unexpected places. The fact
that they are in use in so-called fash-
ionable magazines is of considerable
importance: they, indeed, are the
models to which many students turn
to study "atmosphere," and the in-
fluence may be further reaching than
first thought would indicate. We al-
ready find Bodoni Bold in use as a
book face in "Full and By," the vol-
ume with the rollicking illustrations
of Edward A. Wilson. In that one
case it may have been used with mal-
ice and forethought to get a slightly
dizzy effect, but . . .

Just about a year ago, in No. IV,
Vol XVIII of the Linotypt Bulletin,
Mr. Bartlett called general attention
to the Laecherlicheschriften which
promised such danger to our national
graphic development, saying,
"These welters of typographic gar-
goyles catch the eye not by attrac-

tion, but by shock. They do not com-
pel attention. Attention means read-
ing, and reading is the last thing
that the troubled eye and mind try
to do, or can do, in their presence."

Contrast this with a quotation
from Barnhart Brothers and Spind-
ler, founders of Cooper Black, Pub-
licity Gothic and other popular dark-
ish faces, in an advance showing of
Munder Venezian and Munder Bold:
"Despite divers and diverse disser-
tations by learned men of bookish
bent, the orders keep the boldface
matrices hot upon the casting ma-
chines. We would be not only blind
to what is plain to see wherever busi-
ness printing of the Here and Now
is done, but also dumb should we fail
to heed so real a need as that of the
legion of advertisers for strong types
with which to tell about their wans.
So, we add Munder Bold [probably
to that gentleman's embarrassment |.
Made without these 'sweet insipid
curves,' it has the capability that
goes with strength and a genteel vi-
tality tn make it respected and liked.
. . . [it] soothes the eye and satisfies
the sensibilities. . . ."

That alliterative aphorism may be
clever selling patter, but it is, also,
catnip. "Strong" and "soothing,"
when it comes to type, are mutually
exclusive.

One type founder blames it on the
other, and another blames it on de-
mand. But "demand" is a difficult
thing to pin down; does demand
make the types, or do the types make
demand? The cry goes up for bold
and bolder types — curiously enough
it happens at the same time we are
reviving the types of Garamond and
introducing Cochin, Italian Old Style
and many other exquisite faces —
until today even Goudy designs a
heavy, black type which, surely, has
no classic prototype.

It is not a simple matter by any
means to place the final responsibil-
ity; though more than likely it would
be upon the advertising art directors
after all. rather than the type found-
ers.

It is possible that the vogue for
hand-lettered captions has had some-
thing to do with it, and, unfortun-
ately for typography, most of the
best handled ones have been bold.

[CONTINUED ON PAGE 86]

September 22, 1926

ADVERTISING AND SELLING

MAIL

~- it may be
DIRECT but is it-

LfO S T

in the Jung ie

■> ■ ~~ S$t> s.

Not long ago we made an inter-
esting test. We asked the general
manager of a busy department
store in a city of 16,000 to save
for us all direct mail matter of an
advertising nature that came in
during the week.

After three days of it he threw up
his hands — " This is too much !
Take it away ! " There were no
less than 793 separate pieces, pro-
claiming the virtues and broad-
casting the benefits of this, that
and the other thing, from filing
cabinets to monogrammed garters
— 793 promotive missiles hitting a
small store in three days!

What chance has your pet sales
argument in competition with the
other 792? Send it out in the
form of directive MAIL — where
you know it will be seen and
studied. Send it out as part of a
paid-for service that is ordered,
awaited and put to work by more
than 30,000 retail stores over the
country.

For the department store market,
the Economist Group is the "one
and only" — its advertising pages
the finest kind of directive MAIL.
Your fast, certain, economical way
to the minds of the men who
matter. If you need help, come
to headquarters to get it !

ONE OF A SERIES ON "DIRECTIVE" MAIL

'iRECT mail may be good, often is — but these days it has to be better
than good to get past the barriers that every busy executive builds up be-
tween him and the outside world — unless it carries a real idea, a known name
or some other striking evidence of worth.

But directive MAIL — by which we mean mail that is certain to guide the
business action of those who receive it, is by very nature productive mail.
Noblesse oblige — such material is ordered, needed, wanted, paid for, sure to
be put to good use.

Pick up any example of the Economist Group, for instance. The thousands
of buyers and department heads for whom that issue was published have
paid their good money to receive it. They have bought its editorial pages —
they have bought its advertising pages. They will buy and sell what you
have to offer, provided your product fits their businesses — and their busi-
nesses are big. Tell and sell the merchant and he'll tell and sell the millions !

We have no quarrel with "direct mail," — under certain conditions it can be
a highly effective selling force. But we have unbounded faith in the power
of directive MAIL — a faith backed by cold logic, bolstered up by market
understanding and brassbound by results. We would like to talk business
with anyone who is hoping now or later to "open up the department store
market." It can be done !

The Economist Group

DRY GOODS ECONOMIST

MERCHANT - ECONOMIST

The ECONOMIST GROUP reaches buyers and executives in
more than 30,000 stores in 10,000 cities and towns — stores doing
75% of the business done in dry goods and department store lines.
Ask aid: 239 W. 39th St., New York — and principal cities.

ADVERTISING AND SELLING

September 22, 1926

How One Company Controls

Selling Cost

By James M. Campbell

San Pranolac o

IN the September
8th issue of Adver-
tising and Sell-
ing, you will find, be-
ginning on page 32.
an article, "How One
Company Controls
Production — Sales —
Buying." The article
you are now reading
tells how that same
company controls Sell-
ing Cost.

The method in both
cases is the same:
budgetting.

The management of
the Blank Company
prepares and keeps
before it, constantly,
a Master Budget,
which governs pro-
duction, buying and
financing; and, at the
same time, inspires the Sales depart-
ment.

In many manufacturing estab-
lishments, there is a lamentable lack
of correlation between departments.
Especially is this true of the produc-
tion and sales departments. The
factory goes ahead and produces
without knowing whether its output
is being — or can be — sold. In like
manner, the sales department goes
ahead and sells without knowing,
most of the time, whether it is sell-
ing more or less than is being pro-
duced. If the factory output is
greatly in excess of the ability of
the sales department to sell, it is
only a matter of time until factory
operations must be curtailed. On the
other hand, if the sales department
runs away with the factory end of
the business — sells more than is be-
ing produced — the results are almost
equally unsatisfactory. In one case,
a shut-down is likely to occur; in the
other, the factory may have to work
over-time.

The Blank Company, by budget-
ting, avoids both. Also, by budget-
ting, the Blank Company makes
buying of raw materials and
over-borrowing of money practically
impossible.

Ulster Budget — Selling Cost

Jan. xxxx xxxx
Feb. xxxx xxxx
liar, xxxx xxxx

Apr . xxxx xxxx
May xxxx xxxx
June xxxx xxxx

July xxxx xxxi
Aug. joooc xxxx

Oct . xxxx
Nov. ht<
Deo* xxxx

Postage

General
Expense

Of flee

Expenses

Just how this is done was told, in
detail, in the last issue of Advertis-
ing and Selling. Remains, for con-
sideration, the matter of controlling
Selling Cost.

It is not difficult for any well-or-
ganized business enterprise to esti-
mate what its sales will be for any
given period. The record of the past
is, of course, an invaluable guide.
Using that as a basis and making
allowance for business conditions,
stocks on hand, activity of competi-
tors, probable price trend, etc., it is
possible to reach conclusions as to
future sales which arc amazingly
accurate.

BUT it is not easy to determine
Selling Cost — or to control it.
Yet the Blank Company does both —
by budgetting. Here, as in estimat-
ing sales, the record of the past is the
factor of greatest importance.

The items which enter into Sell-
ing Cost are of two kinds: (1) those
which are fixed (or practically so),
and (2) those which vary.

Fixed — determinable — items in the
case of the Blank Company are:

( )ffice Salaries
Salesmen's Salaries
Postage

Telegraph and Tele-
phone

General Expenses

Office Expenses

Warehouse Salaries

Salesmen's Traveling
Expenses

Exchange

Printing and Sta-
tionery

Advertising

Rent

Brokerage, Commis-
sions, Drayage, Out-
side Cartage, Joint Car
Distribution, Storage.

These expendi-
tures, as has been
said, are fairly con-
stant. They do not
vary much from
month to month or
from year to year.
And it is, therefore,
safe to assume that
in the aggregate, they will not
be much more or much less in 1926
than they were in 1925. What they
amounted to, in 1925, is a matter of
record. It is accepted as a guide for
1926; and, divided by twelve, a bud-
get for each branch office is estab-
lished for each of the twelve months
of that year.

In addition to the items listed
above, are such other expenses as:

Outward Freight

Discounts

Reclamations

Rebates to Cover Declines in Price

Taxes

Railroad Claims

Bad Debts

Fire Insurance

Liability Insurance

These are not controllable. The
volume of business determines the
amount paid for freight ; and there
is no way of determining, in advance,
what discounts may amount to or
what the sum-total of rebates to
cover declines in prices may be.
Nevertheless, they are budgetted by
the Blank Company precisely as are
controllable items.

Each branch office has its own
Selling Cost budget. There is also
a Master Budget for the information
and guidance of the vice-president

[CONTINUED ON PAGE 84]

September 22, 1926

ADVERTISING AND SELLING

The

J* Walter Thompson

DEFINES THE CLEVELAND MARKET

Co*

T N the recently issued "Fourth Edition" of The J. Walker
-*• Thompson Company's book, "Population And Its Distribu-
tion," the retail shopping area of Cleveland is stated to be the
counties of Cuyahoga, Ashtabula, Geauga, Holmes, Lake,
Lorain, Medina, and Wayne.

Of great importance to national advertisers is this unbiased
information from one of the largest agencies in America.

It bears out our contention that
the Cleveland Market is extreme-
ly small for a city of its size (Cin-
cinnati's market includes 21 coun-
ties, Columbus market includes 11
counties) ; that The Cleveland
Market does not include Akron, or
Canton, or Youngstown; that
these other cities have markets of
their own; that these other mar-
kets need separate cultivation !

With two slight revisions (see note
at right) the Cleveland Market as
defined by the Thompson Company
coincides exactly with the opinions
of the Audit Bureau of Circula-
tions, Editor and Publisher, 22 of
Cleveland's leading retail mer-
chants, 45 distributors and jobbers of nationally advertised
products, 206 Northern Ohio grocers, the Ohio Bell Telephone
Company, and The Cleveland Press.

Here is additional proof that the TRUE Cleveland Market is
bounded by a 35-mile radius of Cleveland. Here are FACTS !

Heed them ! And when you do — and when you choose the news-
paper to carry your message to the people of the True Cleve-
land Market— you will choose The PRESS ! For The Press
is Cleveland's FIRST Advertising Buy. —

highways connecting
Wayne and Holmes Counties
with Cleveland run thru
Akron. Wayne and Holmes
County Railroads (Erie,
B. & O., Penna., C. A.
& C.) also run thru Akron
Since Akron is a market in
itself, isn't it reasonable to
suppose that Wayne and
Holmes County people trade
there instead of traveling
the extra 45 or 50 miles
to Cleveland?

.Several surveys made among
the people of Ashtabula
County — 60 miles from
Cleveland — have proved that
over 90 per rent of the
shopping Is done at home,
and that of the balance,
about 7 or 8 per cent is
done in Erie, Pa., while
not more than 1 per cent
can be accredited to Cleve-
land.

Ashtabula County cam be
considered either as a mar-
ket in itself or as a part
of the Erie (Pa.) Market.
It Is not in the TRUE
Cleveland Market.
Further information on this
situation will gladly be sup-
plied by the National A4-
vertisintr Department.

The Cleveland Press

NATIONAL REPRESENTATIVES:

250 Park Avenue, New York City

DETROIT SAN FRANCISCO

FIRST IN CLEVELAND

SCR IF PS- HOW AE»

ALLIED NEWSPAPERS, INC.

410 N. Michigan Blvd., Chicago

SEATTLE LOS ANGELES

LARGEST IN

I O

\l)VERTISI\<; AND SELLING

September 22, 1926

Developing Sales and Salesmen

By B. J. Williams

Director of Sales, The Paraffine Companies, Inc.

LEGITIMATE business of every
kind today recognizes its duty
.Jand its obligations to society,
and no business may be accounted a
success that is not built on a foun-
dation of honesty, square dealing
and service. I grant you that the
term "Service" has been greatly
overworked, but there does not seem
to be another word that quite covers
the case. I have searched high and
low for another or a better word,
but without success.

It is not enough that this attitude
of service be reflected by the owner
or manager; it must run through
the entire personnel of the organiza-
tion. Most owners and managers
appreciate its importance and lay
stress upon it with their employees
— indeed are quick to criticise any
lapse. But the thing that they over-
look is that one cannot expect a man
to be genuinely and wholeheartedly
interested in one's business unless
one is interested in him. It is not
human nature for a man to be en-
thusisatic about an institution un-
less he is made to feel that he is a
part of it. Permit me to suggest,
therefore, that over and above every-
thing else, you properly evaluate this
side of your business, keeping in
mind that while your employees
must be properly remunerated, there
are even to them bigger things in
life than money. In your relations
with your associates and employees,
therefore, there should be a spirit of
friendliness and genuine interest. In
no other way can enthusiasm and
loyalty be developed to the highest
degree. It is just as important that
the boss or owner of the business
sell himself to the office boy as it is
that the office boy sell himself to
the boss.

This does not mean an undue and
intimate personal contact or famil-
iarity, but a sincere regard for the
employees' personal interests and
an honest desire to treat them fairly.
In selecting employees a careful
study and anajysis of the job should
be made first, and then applicants
should be studied to Bee that they
possess the necessary qualifications
There are a lot of square pegs in

I ■ - ■ i n addn - s d< livered I

Hi. Furniture Market, San i Cal

round holes, and vice versa, simply
because not enough attention has
been given. Regardless of a man's
ability to sell or perform other
duties satisfactorily, he should not
be taken into your organization
unless he is clean, honest and de-
pendable. Remember that to many,
if not most, customers your sales-
man is the concern — his standard of
living and his conduct is presumed
by them to represent your personal
standard.

HOW very important it is, then,
that the men associated with
you properly reflect your ideas and
ideals. Most men have selected
their merchandise and location with
great care, and keep a watchful eye
and spend money freely on build-
ings, display rooms and other physi-
cal equipment, overlooking, how-
ever, in many cases, the fact that the
men and women associated with
them represent the most important
elements in the business and are,
therefore, among their most valua-
ble assets.

Taking up the question of selling
and salesmanship. I know no sub-
ject that has been surrounded with
as much mystery and misinforma-
tion in recent years as selling. I
have no use for psychology as taught
with reference to salesmanship; it is
"the bunk" absolutely. 1 have been
engaged in personal and executive
sales work for thirty-five years or

more and I have never yet seen a
salesman of outstanding ability de-
veloped as a result of study or teach-
ing based on applied psychology.
Now do not misunderstand me. I
have no quarrel with genuine psy-
chologists, nor with the science of
psychology; but I have no use for
the pseudo-psychologists and fakirs
who take money away from honest,
industrious, ambitious men and
women under the guise of making
super salesmen of them in a week
or ten days, following a course of
lectures based on the use of applied
psychology in selling. I have no use
for "high powered" salesmen, so-
called "scientific" salesmen or "su-
per" salesmen, nor do we have any
in our organization.

I learned a very valuable lesson
from a group of Boy Scouts some
months ago. One that I would not
exchange for a thousand dollars. I
had been invited by Phil Teller, now
a member of the U. S. Shipping
Board at Washington, D. C, to give
a talk to the San Francisco Boy
Scouts on selling, with special refer-
ence to securing subscriptions for
their national paper, Boy's Life, on
which there was to be a country-
wide campaign. I began my talk by
asking how many of the boys could
run an automobile. Every hand
went up. Did you ever see a boy
who could not run an automobile?
"Now," I said, "boys, what was the
one big thing you had to learn before
you could run a machine — the one
big thing?" They looked at me,
then at each other, then at me again.
"Come on, boys, what was it? The
ont big thing?" A boy in the rear
finally arose and said, "You must
have gas in the tank." Others,
taking the cue, followed with "You
must have air in the tires" — "must
know the traffic laws" — "must watch
the speed cops," etc., etc. "But," I
said, "boys, you don't understand.
These are a lot of little things; what
I want to know is what was the one
big thing." Again they looked at
each other and at me. Finally I
said, "Boys, there is no one big
thing to learn to run an automobile,
but a lot of little things, and that's
the way it is in selling."

I have related this experience to

ICONTINURD ON PAGE 52]

September 22, 1926

ADVERTISING AND SELLING

September 22, 1926

The 8pt Page

Odd*

<$odtinS

ONE of the refreshing things about
visiting Chicago is that there
are always interesting new out-
door advertisements along the boule-
vards. On this trip I noticed three in
particular.

One was the Stewart-Warner sign on
Michigan Avenue that changes its copy
completely three times in less than
three minutes. All done mechanically
with a series of triangular sections, on
the three faces of each of which are
strips of different pictures, which ar-
range themselves to form the three pic-
tures in turn. (Probably some reader
will write to inform me that this sign
is old; that they've had them in Bir-
mingham, Alabama, for fifteen years.
Well, I don't mind.)

The second outdoor sign that at-
tracted me was one by Schiller, florist.
His painted bulletin on the North Shore
Drive inquires:

"Does your husband still send you
flowers?"

Mr. Schiller is evidently a close stu-
dent of human nature, which is by way
of accusing him of being a psychologist.

But the sign that interested me more
than either of these, and more than any
other outdoor sign I saw in Chicago,
was a very long painted one on the
drive reading:

Tti' Commissioners of Lincoln Park an-
i ,. ,1 1 j i • ■.- that this drive will be completed
i north as Montrose Avenue by the
summerof 1927.

It was the very simplicity and mat-
ter-of-factness of this sign that inter-
ested me. A commission talking to the
public in the most natural way, an-
swering their question through a medi-
um of advertising.

When this idea spreads, when city
governments, state governments, th<
national government, learn to talk to
the public in this same direct, informa-
tive way, in the newspapers and mag-
azines and along the public highways,
we shall begin to arrive at a really
workable democracy, for we will all
known what we are doing and where
we are going. For, let a commission, a
commonwealth, or a country go on rec-
ord in direct statements in advertising
space as to what it is doing or propos-
ing to do, and it will think twice before
it writes the copy. And just as the
manufacturer who starts to advertise
generally begins forthwith to improve
lii product, so will the sponsors of this
type of advertising study to improve
their performance.

— 8-pt^-

Fletcher Montgomery, of the Knox
Hat Company, remarked to me the

other morning, "Why don't automobile
advertisers come out more definitely
with the exact terms under which their
cars may be purchased? I think they
would get a great many more people
figuring on buying their cars than they
do with their general references to
'easy terms' or 'deferred payments.' "
Two or three days later I ran across
a newspaper advertisement of the
Packard Motor Car Co. of N. Y. in
which I encountered this paragraph:

"The Packard Six five-passenger sedan
with all necessary accessories costs but
$2788.78 delivered at your door, freight and
tax paid. Under our liberal budget plan of
purchase the down payment is $733.76 and
the monthly payments $194.02.

"We will credit the allowance for your
present car against the down payment. If
there is a surplus it goes to reduce your
monthly payments thus making the re-
quired cash outlay at any one time very
low."

I supposed I was studying this with
nothing more than professional inter-
est, when suddenly I caught myself
figuring to myself, "Why, on such
terms I could buy a Packard most any
time without any violent strain — if I
were not averse to deferred payments."
Ever sinee, I've been watching the
Packard advertisements, and at the
same time keeping one eye on myself
lest, in spite of everything, I succumb
to this advertising even though I do
not need a new car!

—8-pt—

The last time I was in Cleveland I
got a real shipboard thrill from this

newspaper advertisement of the Cleve-
land Trust Company's travel depart-
ment. It strikes me that this is a
mighty powerful sales angle for an
ocean travel advertisement.
— 8-pt—

Life recently conducted a European
travel contest. Gilbert H. Durston, ad-
vertising manager of the Mohawk Car-
pet Mills, who has traveled widely in
Europe, became interested in unravel-
ing the errors in a series of letters sup-
posed to have been written from the
Continent, and upon the correction of
which the contest was based.

Lunching some weeks ago at the City
Club with a friend who is connected
with a well-known periodical, Major
Durston enlisted his companion's aid in
correcting some of the errors, which
were largely mis-statements of histor-
ical fact. The friend promised to ver-
ify certain of the disputed points.

The contest closed on July 13 and in
the meantime Durston had entirely for-
gotten the contest and his fleeting in-
terest in it. On the afternoon of the
12th he was in a distant city when his
hotel informed him that his home office
was making desperate efforts to reach
him by long-distance telephone on a
matter of great urgency.

Communication was finally estab-
lished with considerable delay and ex-
pense, and a worried secretary told
over the wires of a long telegram, ap-
parently in code, which had been re-
ceived that morning.

"Repeat the telegram — slowly," di-
rected Durston, considerably concerned.
And this was the message that came
over the wire:

MdHAWK CARPET MILLS AMSTER-
DAM FUR DURSTON IMPERATIVE
TOUR PAPERS REACH NEW YORK HE-
FORE MIDNIGHT THIRTEENTH STOP
CHEMIN DES DAMES MEANS LOVERS
LANE STOP MADAME Tl'SSAl D LIVED
AT VERSAILLES STOP COLDSTREAM
GUARDS NEVER SERVED IN BRITISH
NAVY STOP JOAN OK ARC HAD NO
CHILDREN STOP SHAKESPEARE NOT
A TWIN STOP HOPE YdU WIN STOP

Followed by the signature of a well-
known woman's magazine!
— 8-pt—

"To a married man with two chil-
dren." Heading of Alexander Hamilton
Institute advertisement. Excellent!

September 22, 1926

ADVERTISING AND SELLING

Preferred by 90 Per Cent of All
Kitchen Utility Advertisers

I ;irei;!'i|35iiB33|ft

Advertisers of kitchen utilities who used
The Milwaukee Journal exclusively in 1925:

Absorene

American Family
Soap

Black Flag

Climalene

Drano

Flit

Fly-Tox

Kirk's White Flake

Soap

H-H Cleaner

Larvex

Metal Glass Polish

O'Cedar Polish

Odor-Kure

Old Dutch Cleanser

Putnam Dyes

Rat-Scent

Rit

Rub-No-More Soap

S.O.S. Cleaner

Soapine

Sunset Dyes

Tanglefoot Fly Spray

U. S. Jar Rubbers

Wynn Cleaner

\ DVERTISERS of kitchen
X~\.utilities invested more than
four times as much in The Mil-
waukee Journal last year than
in the other two Milwaukee
papers combined.

Advertisers who invested more of their 1925
appropriations in The Journal than in the
other two Milwaukee papers combined:

C-It

J. S. Kirk 8C Co.

Chase-O

Kitchen Klenzer

Diamond Dyes

Lux

Duz

Little Bo Peep

Kao

Little Boy Blue

Energine

Rinso

Gold Dust

Tobey Polish

Thirty-eight' of the 42 adver-
tisers in this classification con-
centrated in The Journal, and
24 used this newspaper exclu-
sively to sell their maximum
volume in this market at the
lowest possible cost per sale.

Your opportunity for building
business in this rich and stable
market is exceptional because
you need only one paper here.

More than one half million
people, including more than 4
out of every 5 Milwaukee
f* families, read —

THE MILWAUKEE JOURNAL

FIR^ST BY MEB^IT

ADVERTISING AND SELLING

September 22, 1926

How the Warehouse Speeds
Up Deliveries

The warehouseman reports to the
manufacturer the appropriate informa-
tion, using the ordinary warehouse
forms of report. The manufacturer in-
voices the goods to the wholesaler in
the usual manner, and the transaction
is completed.

But — note this — the jobber gets the
goods within an hour or two.

For turnover ratio the accredited list
of the warehouse cannot be beaten. It
enables the wholesaler to fill orders in-
stantly, and yet without obliging him
to carry excessive stocks. When he
falls back on the warehouse for such
emergency deliveries, he has sold the
goods before requisitioning them. The
turnover is immediate; and payment
from such retailers as "take the dis-
counts" falls due on the very day that
the manufacturer's invoice matures for
the same goods.

ONE further step is needed. The
manufacturer provides the ware-
houseman with a list of customers who
are privileged thus to requisition on
their own behalf. This is the "accredit-
ing" part of the arrangement. The list
is ordinarily in the form of a ledger, al-
though, of course, large users of this
system have developed a business form
for the purpose. As a rule, also, a
limit is set to the credit to be granted
to each customer; some are classed as
"only C. O. D. accredited customers";
there are occasionally further classifi-
cations, but all these are matters of de-
tail. From time to time the manufac-
turer cancels, adds to, or modifies, his
list, but nothing of difficulty is herein
presented.

The warehouseman keeps a card in-
dex file for each manufacturer, with
cards for each accredited customer.
Other necessary data are carried on
these cards. When the credit is can-
celed by the manufacturer the card is
marked to correspond, and so on.

One warehouse last winter showed me
a list of thirty-nine automotive manu-
facturers who maintain accredited lists
with that warehouse, the list being
longer than any automotive list before
encountered. Another warehouse tells
me that it has over 200 stocks of goods
in store with accredited lists to cor-
respond. "This is a particular ser-
vice," says a Chicago warehouseman,
who is a leader in the industry, "that
is being rendered by public warehouses
more and more extensively."

"The accredited list," remarked a
manufacturer of baby cabs, "has be-
come the backbone of our business. We
ship them in carloads to warehouses.
The most the retailer needs is a sample

[CONTINUED FROM PAGE 25]

or two. He has a carload at his back,
and the fond mothers can't come fast
enough to deplete that reserve stock."

National distribution is the goal of
the manufacturer. Such distribution
means both urban and rural sales out-
lets. It may be perfectly correct to
state that the city of Albany will ab-
sorb more electric fans than the whole
State of Nevada; but the manufacturer
desires both markets, and aims to sat-
urate both of them with his product.
Then, when it comes to such a product
as leather boots or picks and shovels,
Nevada will outrun Albany; but, again,
the manufacturer covets both markets.

Now, since the retailer will not stock
far in advance of calls for the goods
(and often could not afford to if he
would), and since every wholesaler is
cutting down inventories in order to
jack up his turnover ratio, the manu-
facturer's position becomes clear. He
must choose between: (1) taking the
risk that wholesalers will be out of
stock for his goods and thus be unable
to supply retailers quickly; and (2)
himself seeing to it that wholesalers
never lack the goods.

No manufacturer desires the first of
these alternatives. The obvious hap-
pens. The manufacturer ships his
goods in carload lots to a public ware-
house, conveniently located with refer-
ence to wholesale distribution. In this
manner the two problems are fore-
stalled: the jobbers does not have to
wait for freight shipments to arrive
and he never disappoints the retailer
by a back-order slip.

THUS the producer's goods are
always close to the market, ready
for spot delivery. Sales by wholesalers
are not lost because it becomes neces-
sary to substitute some other article
that is "just as good." The consumer
demand, created by the advertising and
leputation of the product, is not sacri-
ficed just because some unknown re-
tailer did not have the article on his
shelf. The reserve stock of goods is so
close at hand that delivery is not de-
layed beyond a few hours.

A manufacturer who uses this method
of accrediting his customers with
warehouses patronizes many ware-
houses. A spot stock in each city
where a sales branch is maintained is
not sufficient. In fact, the accredited
list is hardly needed within the city
where an agency exists.

The cost of warehousing at one point
differs but slightly from the cost in an-
other city two hundred miles away. If
the manufacturer of a national product,
with good sales volume, desires to dom-

inate his market all the time he might,
as an example, maintain a sales office in
Cleveland for northern Ohio. From this
office his men would travel this terri-
tory.

SHOULD this manufacturer, how-
ever, attempt to maintain only one
spot stock, and that in Cleveland, he
would miss the opportunity given him
by public warehouses. Deliveries would
be too slow for much of the district. He
might, on the contrary, fittingly hold
warehouse stocks at Akron, Mansfield,
Youngstown, possibly at more centers,
providing each warehouse with an ac-
credited list of customers within truck-
ing distance. In this manner all cus-
tomers of the manufacturer within
these smaller cities would be within one
hour of fresh stock, and no customer in
northern Ohio would be more than
three hours by truck from complete
stocks.

It must be borne in mind, always,
that the public warehouse is not a
morgue for dead stocks. The factory
has not sold the goods when they are
consigned to a warehouse. The goods
are, indeed, closer to the market. They
are, for banking purposes, technically
"in the process of distribution and
marketing," and as such come within
the Federal Reserve Bank's commodity
regulations for rediscount privileges,
but the goods are not actually sold
just because the factory manager's eye
does not alight on them each morning
as he goes through the plant.

Properly allocated warehouse stocks
help the salesman mightly as he visits
his trade. He has all the arguments
of speedy delivery and quick turnover
at his command. Nevertheless, the
salesman must still sell the goods.
Convenience of delivery has been aug-
mented by warehousing the goods, but
the limitations of the accredited list are
still to be remembered.

The accredited list does not sell
goods. Just to recommend a customer
for this privilege of requisitioning
goods at will does not mean that he will
become a large buyer. It helps him,
of course, to buy profitably, but the
salesman's work remains ^the same as it
was.

The immense advantage of using the
accredited list with warehouses is that
the market is always supplied with
goods.

Every customer has the product
without fail, irrespective of salesmen's
calls and irrespective of mails. Con-
signment selling, too, is avoided; large
open accounts are obviated; because
goods are taken by the customer from

September 22, 1926

ADVERTISING AND SELLING

rr-Kj ij This advertisement is one of a series ap-
1[iN» D» pearing as a full page in The Enquirer

Mr. Cincinnati Motorist

.... and the "pet of the family"

T'S really one of the family, this car
of Mr. Cincinnati Motorist. His wife
insists that he pays more attention to it
than he does to himself, and watching
him on Sunday morning, you are inclined
to agree with her. Then to hear Mr.
Motorist talk! Differentials and car-
buretors, balloon tires and four-wheel
brakes— he is a walking encyclopedia of
mechanical information.

But Mr. Motorist didn't "get this way"
overnight. He has owned any number
of cars — and he has come to know motor
car value down to the dollar. Last year,
he and his friends purchased between
17,000 and 18,000 cars; their expenditure
for gas, oil, tires and accessories is esti-
mated at #19,733,000. The total number

of cars in the city is 89,001; their approxi-
mate value is #72,446,814.

Mr. Motorist, being distinctly modern,
naturally keeps abreast of the times. He
is interested in progressive automobile
legislation, in keeping the roads safe for
sane driving, in travel news and good
roads. Because he finds this information
in The Enquirer, and because he finds in
this paper an active champion of all
his rights, Mr. Motorist has made The
Enquirer his paper.

Advertisers of automobiles and acces-
sories know this. That's why automobile
advertising in The Enquirer has been in-
creasing, year after year — that's why, this
year, The Enquirer is carrying more auto-
mobile advertising than ever before.
Have you, Mr. Advertiser, discovered this
economical route to more sales?

$37.43 a minute!
... Mr.G'nrinnati
Motorists Bill for
Gas and Accessaries

Every minute of the day
and night, Mr. Cincinnati
Motorist spends $37.43 for
gas, oil, tires and acces-
sories; $19,733,000 a year!
And this hill is growing.
Last year, between 17,000
and 18.000 automobiles
were purchased in Greater
Cincinnati — one family in
every seven now owns one!

I. A. KLEIN

New York Chicago

THE CINCINNATI

"Goes to the home,

R. J. BIDWELL CO.
San Francisco Los Angeles

ENQUIRER

stays in the home"

ADVERTISING AND SELLING

September 22, 1926

—to the consumer
—through the dealer
—for the factory

"How can we get the dealer to ask consumers
to buy our product?"

Sales managers have sought an answer to this
question for years.

Electrograph Direct Mail — to the consumer —
through the dealer — for the factory — localizes
the manufacturers sales appeal around the
dealer's store.

In city neighborhoods and small town commu-
nities, alike, the dealer actually asks consumers
to buy your product.

Here mass advertising is ably supplemented
by selective selling!

Regularly thousands of dealers receive care-
fully prepared Direct Mail, localized (imprinted)
for them, individualized (addressed) to local
consumers, sealed, stamped — ready to drop
in the mails.

Electrograph is a complete service that relieves
both the dealer and the factory of all detail work
of preparation, production and distribution.

Electrograph adds local and personal appeal
to national prestige. It completes locally —
around your dealer's store — the advertising
you start nationally.

If you want your dealers to ask individuals to
buy your product, regularly and persistently,
write for more information about this powerful
national advertising medium.

THE ELECTROGRAPH

Home Office: 725 W. Grand Boulevard

COMPANY

Detroit, Mich.

Ctectrcx^roph

0m* DIRECT-MAIL/^

Individualized
distributed

In Illinois. Elecfrocraph Advertising Service Inc.. Chicago,

Itl :,:.! 1 |l I I ! Of f-l[>h paiCOti.

the warehouse only as needed and as
sold. Orders do not come to the factory
on estimates of demand or through en-
thusiasm of the buyer; orders come
only as goods are absorbed into trade.
The warehouse inventory, when thus
operated, is therefore always a "bare
inventory'' in that it shows the stock
not absorbed in ultimate channels.

The manufacturer, thus operating,
knows definitely where his business is
going. Like a driver, he knows the
route he is following. He is not driv-
ing for some vague destination. Such
a manufacturer is avoiding risky short-
cuts over back roads; he is not at-
tempting impossible time records, nor
is he drifting into unknown situations.
"On a long trip, to know the road will
add ten miles to your speed," and the
seasoned manufacturer has quit experi-
menting with faulty road maps. He
wants to reach every retail outlet with
the greatest expedition. This end may
be attained best by using many ware-
houses, well selected, and providing each
warehouseman with accredited lists of
those who are entitled to have the goods
on their own requisition.

(This is the second of a series of articles
by Mr. Haring. The next will appear in an
early issue. — Editor.)

The Rule of Thumb

[continued from page 21]

New England, eastern New York State
and eastern Pennsylvania told me with
pride that he had refused to sell a re-
tailer in Utah his line, because he had
"a one hundred per cent jobbing policy."
If he had been running to capacity, or if
any one of a hundred details had con-
firmed this reason for adherence to pol-
icy, there could be no quarrel with his
decision. If he had in mind interest-
ing some wholesaler in Utah in han-
dling this retailer's order, that detail
might easily have controlled his deci-
sion. But he has another policy: "We
will expand our sales only one State
at a time" — and needs volume to re-
place that lost to outside competition.
So, in the place of profits that he
might easily make without in any way
harming a single customer or establish-
ing a single undesirable precedent, he
prefers pride and the Rule of Thumb,
in place of the Rule of Reason.

It is a safe assumption that the re-
cent decision of the Moxie Company to
market its product in 16- and 8-ounce
containers, in addition to its long-estab-
lished single larger size, is due to some
detail. Surely the policy of the Moxie
Company in restricting its bottling to
one size, and quite definitely to one mar-
ket, has been established long enough to
warrant the conclusion — which Mr.
Frank Archer, its vice-president, will
probably correct if my surmise is al-
together far afield. In fact the deci-
sion to bring out the 8-ounce size may
well have been brought about by Mr.
Archer's invention of the most in-
genious and convenient lunch bag, with

i//gSi

^"^o

t^u^5*

FJm

1J.

September 22, 1926 ADVERTISING AND SELLING 49

54 OF ALL IS IN THE QUALITY GROUP

NE-HALF of the advertising done in national medi-
ums by reputable bankers and investment houses
appears in The QUALITY GROUP.

These bankers and investment houses invest half of
their own budget for national promotion to reach
this group of 700,000 families. The success of their

effort is indicated by the fact that this sort of thing has been going

on for years and years, and still going strong.

Why not?

A reserve of $2,500,000 is deposited in advance in the form of
subscriptions fully paid up. This is an earnest of the intentions of
these 700,000 families, and of their ability to buy what they desire
and still have a surplus.

About such a clientele as this, there are several common fallacies.

One fallacy is in setting it to one side as a "luxury market." It is
that, naturally. But also, the well-to-do, being human, must eat,
wear shoes, wash, work, sleep, rear children. They consume, in
fact, a greater amount per household of the ordinary everyday
products — soap and groceries, drygoods and hardware — than less
prosperous homes consume. For they are not only more liberal with
themselves, but they have more servants and they entertain more
freely.

Second, it is ridiculous to label and tag any such group according
to conjectured activities. For example, a maker of golf clubs dis-
missed THE QUALITY GROUP as appealing only to readers who go
to church Sunday mornings! We hope our readers do so. But they
also find time for golf. We compared our lists with the roll of
members in the Essex County Country Club. Of 720 members of
that notable club, 176 were Quality Group subscribers. (P.S. We
got the order.)

Third, never let any one tell you that purchasing power is incom-
patible with intelligence. The evidence of QUALITY GROUP pur-
chasing power is in the experience of bankers, cited above. The
evidence of intelligence is on every page of the six magazines which
these 700,000 families buy to read.

Advertising in THE QUALITY GROUP is next to thinking matter.

THE QUALITY GROUP

285 MADISON AVENUE, NEW YORK

THE ATLANTIC MONTHLY REVIEW OF REVIEWS

THE GOLDEN BOOK MAGAZINE SCRIBNER'S MAGAZINE

HARPER'S MAGAZINE THE WORLD'S WORK

Over 700,000 Copies Sold Each Month and These Copies Are Read
by Nearly 3,000,000 People.

ADVERTISING AND SELLING

September 22, 1926

Ohe Dairy Paper]
Ohat Interests
All Ihe 7am Hy

~~\ AD reads the Dairymen's League News because it
brings him the vital trade news of his business, espe-
cially the market reports.

Mother scans the Home page because it meets the needs
of the busy farm woman.

Danny delights in the Ko-op Kiddie Korner and himself
occasionally contributes a letter.

Daisy studies the Juniors' page for entertainment sug-
gestions and hints on personal appearance.

Thus the Dairymen's League News appeals to every
member of the family through some vital interest. Then,
too, loyalty to the Dairymen's League is a family tradition.
This loyalty is reflected toward the News which is the visi-
ble point of contact between the home and this mighty
marketing organization. A trial schedule will convince
you of the responsiveness of our reader-owners.

A request u-ill brin? you Sample Copy and Rate Card

Dairy farms of this
area supply New
York Citv with
fluid milk.

«Thc
Dairy i
Paper '

of the

New York City
Milk Shed"

dairymen's
News

New York

120 Went 42nd Street

\V. A. Schrever, Bus. M«r.

Phone Wisconsin 60H 1

Chicago

10 S. La Salle Street

John D. Ross

Phone State 3652

1 its pockets for six 8-ounce bottles of
Moxie.

Since Welch's has not entered the
field of sparkling beverages, its absence
from it may be assumed to be a definite
policy. But the detail of the acquisition
of such an invention as a family size
bottle from which individual glasses
could be disbursed without impairing
the keeping qualities of the remainder,
might well control the decision.

IN 1921 — with its slump in domestic
demand — many manufacturing enter-
prises turned their eyes overseas to
markets where there existed surpluses
of finished material to care for the tre-
mendously inflated inventories of parts
and raw materials. Each one of these
companies would have wished to estab-
lish a policy of overseas distribution
supplementing domestic distribution —
at least so long as the domestic depres-
sion lasted. But details control deci-
sions. Those manufacturers who were
fortunate enough to have on hand
stocks which met requirements over-
seas were able, through this detail, to
dispose of vast quantities without loss,
and without disturbing the domestic
market. Others, because of the detail
that their products were unsuitable, or
unsuited for adaptation to markets
overseas, are still suffering from the
losses they incurred, either through cut-
ting domestic prices or through writ-
ing off huge sums for depreciation and
carrying charges when they withheld
their surpluses from the domestic mar-
ket.

The illness of a salesman might cry
to high heaven for some one to complete
his route. But any one of dozens of
details may control the decision. The
very man for the emergency may at
the moment be serving in an even
greater emergency. The very man
who in May would have been within a
hundred miles of the next city on the
missing salesman's route, may, when
the emergency occurs in June, be a
thousand miles off and headed in the
opposite direction.

"Shall we buy out a competitive en-
terprise?" is a question frequently re-
ceived by the publishers of business
magazines. Shall a policy established
in the darkest days of the Civil War
govern — or shall 1926 accept the Rule of
Reason ?

Details — sometimes one, sometimes
many — will inevitably control such de-
cisions. A month before a company
with surplus funds far in excess of its
business needs might well have defi-
nitely embarked upon expansion along
other lines which would make the pur-
chase of competitive business finally
out of the question A month before
another company with amply adequate
financial resources might have decided
to make the purchase to round out its
line — but in the four weeks it had been
offered a patented device which ren-
dered any outside supplementing of its
strength entirely unnecessary.

"How tan we remedy a sales weak-
ness in a certain territory?" is a ques-

September 22, 1926

ADVERTISING AND SELLING

tion which each sales executive must
answer. The decision frequently will
hang on a newly added specialty which
can be used as a leader, and around
which a sales campaign can be built.
Lacking such a leader, the merchandis-
ing board may turn to local newspaper
advertising or to an extensive use
of demonstrators or specialty salesmen.
The detail that a crew of men is to be
made available through change in their
plans may control a decision — or any
one of a myriad of details become the
deciding factor.

THE time element is a detail which
controls decision after decision.

The time element in marketing, which
decides the handling of sales problem
after sales problem, is built around
the question: "When will our repre-
sentative next be in the customer's
city?" Since more and more manu-
facturers are depending upon their
field force to handle in person the in-
evitable problems which arise between
co-partners — maker and merchant — it
is certain that any single policy of
handling such problems must be sub-
ject to innumerable exceptions. The
detail as to whether a salesman will
be able to see the customer within the
time the problem must be solved con-
trols the decision.

When demand in Florida tremendous-
ly exceeded the visible supply, the
manufacturer of a household appli-
ance which bulks la-ge found himself
badly needing increased sales. He
turned longing eyes toward the sales
possibilities in Florida, but investiga-
tion of traffic problems seemed to lead
to the conclusion that he must make his
sales success elsewhere.

That the manager of his Atlanta
warehouse was formerly a traffic man-
ager for another enterprise was the
detail which led to the correct solution
of the problem. This manager ar-
ranged for carload deliveries; hired
trucks to meet cars on arrival and to
make distribution direct to the retail
outlets, and thus was able to secure
logical preference at a time when other
manufacturers, without a man of equal
experience, were unable to make de-
liveries.

For a number of years the problem
of whether the export department of
a manufacturing enterprise should be
located at inland or at seaboard fac-
tory seemed incapable of a solution
which would be mutually satisfactory
to the strongly partisan opposing
forces. It was only after an exhaus-
t e analysis, showing that the deci-
sion should be based upon details and
not upon any one general principle,
that a safe and sane decision could be
reached for any individual manufac-
turer.

It is sometimes amusing to hear that
"The Blank Manufacturing Company
will go into bankruptcy if it does not
correct its obsolete methods," when the
statement is based on all but a full
knowledge of the details involved. For
it may well be that the very company
criticized, through the perfection of

funny,
how many
newspapers still
claim to cover
metropolitan areas
exclusively —
and then compound
the absurdity
by saying
"we also have
merchandising
dominance 'in the
state"'

In Greater Detroit you need
two evening and two Sunday
newspapers — while up in the
state each community's local
papers give the only real
coverage there.

The Detroit Times

ADVERTISING AND SELLING

September 22. 1926

Powers-House

^Advertising

HANNA BUILDING
CLEVELAND. OHIO

_ A DVERTISING at times accom-

V-/X plishes business miracles. — but no

man can guarantee them in advance.

Advertising is only one member of the
sales-team. It can't carry through without
team-work.

No one outside your business can guar-
antee results because no one outside your
business can guarantee the necessary
team-work.

Select your advertising counsel not 01
the glitter and allure of its promises but
on the calm, cold facts of its perform-
ance. Scrutinize its record of client-con-
nections and the length of each. Buy
facts- — 'not hopes.

Marsh K. Powers.

President

Frank E. House, Jr.,
V. Pres. & Gen. Mgr.

Gordon Rielev.

most modern methods, is enabled to
use as part of its system a time-tried,
sound step which others must abandon
because it conflicts with their less
modern surroundings of this particu-
lar type of inside system. That The
Blank Manufacturing Company does
its own thinking and adapts systems
and methods of handling transactions
to its own peculiar needs with uncanny
skill, successfully overcomes the objec-
tion to those who must have a ready-
made system and adapt their business,
somewhat at least, to meet the require-
ments of the system.

It should by no means be understood
as my viewpoint that policies are use-
less because the need for exception to
policies so constantly arises in busi-
ness. The point which I wish to drive
home is that the fundamentals of busi-
ness are so generally understood in
these days that advancement must
come through intelligent handling of
each situation as it arises, rather than
through a perfunctory following of
general principles. But, entirely apart
from matters which come strictly un-
der established policies, there are
countless decisions which are based
upon judgment. These problems are
peculiar to the enterprise; perhaps be-
cause of the market conditions which
exist temporarily within an industry.

While it may be that a conflict be-
tween details will make the final wise
decision when each rigidly adheres to
traditional principles, it is a fact in
these cases that, after all, it is the fact
that these existing details chance to
offset each other that is the deciding
factor, and not merely some Rule of
Thumb, "The customer is always right,''
principle, however sound.

Developing Sales and
Salesmen

[CONTINUED FROM PAGE 42]

bring home, if I can, the fact that sell-
ing is not some sort of hokus-pokus, a
sleight-of-hand performance that one
may learn overnight, but that the more
natural one is, the more sincere and
truthful, the more successful one will
be in selling.

Following an aptitude- for selling
which every man going into this line
of work should have, character is to
my mind the principal requisite in
sales work, and next to that in both
wholesale and retail selling comes
genuine friendliness — a sincere desire
to be helpful to people regardless of
what is secured in return. During the
past couple of years in particular. I
have looked back over my own experi-
enci and have studied the successful
salesmen who have been associated with
me, and others I have known, and 1
have definitely reached the conclusion
that, given the other qualifications
named, the man who is friendly, sin-
cerely so, and interested in people, and
who likes to help them, makes the best
salesman.

September 22. 1926 ADVERTISING AND SELLING S3

What Price Circulation?

Advertisers and their agents continLie to increase the
cost of advertising without proportionate increase in
value. They encourage too keen competition among
newspapers and all other publications for circulation.

Circulation is the most tangible and most popular, if
not always the best, measure of a publication's adver-
tising value.

In a natural desire to win the prize — the national
advertising contract — a publisher forces his circulation
beyond the point of profitable returns, increasing the
cost of production and of advertising.

Such circulation is worthless to the advertiser, agency
and publisher alike.

Among the cardinal principles of appraising newspaper
and other periodical values are the character, sincerity
of purpose of the publisher and his representative, the
business management and financial structure of their
organizations.

Inflated circulation will cease to be sold just as soon
as the advertiser ceases to buy it.

Why not stop it ?

E. Katz Special Advertising Agency

Established 1888

Publishers' Representatives

Detroit New York Kansas City

Atlanta Chicago San Francisco

ADVERTISING AND SELLING

September 22, 1926

McGraw-Hill has its fingers on the throbbing pulse of
American Industry. Its investigators and statisticians are
continually garnering facts and figures that help to make
McGraw-Hill Publications vital forces in industry. In a
never-ceasing stream these comprehensive data pour into the
McGraw-Hill organization. Then through the McGraw-Hill
Publications the information is disseminated among the par-
ticular industries to which it may apply — authoritative,
virile facts on the trends and developments cf industry.

Chemical and Metallurgical Engineering provides dependable statistical in-
formation for the process industries. Its weighted price index is used as
an authority in Secretary Hoover's "Monthly Survey of Current Business"
— in the bulletins issued by large metropolitan banks — and in leading news-
papers. Manufacturers and consumers of industrial chemicals use it as a
guide in charting production and consumption facts and trends. Equip-
ment manufacturers gauge conditions by it.

Engineering and Mining Journal is the publication through which come
facts and figures cf vital importance to the stabilization and stimulation

of the metallic and non-metallic mining industry. Its market quotations
are accepted as a basis for computing contracts in the industry. And its
practical information on methods and machinery for eliminating waste and
increasing efficiency and profits are welcomed by its subscribers.

Electrical World was the first to collect data on the operations and the de-
velopment programs of the electrical industry, and has continued to present
these statistics week after week, charting in detail, thereby, the progress
of this great servant industry. It also publishes each month a national and
sectional barometer of activity in each of the primary manufacturing in-
dustries. This barometer is based upon reports of electrical energy consump-
tion received monthly from almost 2,000 large manufacturing plants which
consume approximately eight-billion kw.-hrs. per annum. This barometer is
accepted by economists as the most timely, diversified and sensitive in-
dicator of industrial activity available.

Engineering T^ews-Rccord's construction cost and construction volume
index numbers are the authoritative gauges in the field of industrial and
engineering construction. Its compilation of value of contracts awarded
the country over in the various classes of construction fa monthly service
for 14 years) gives the engineer, contractor, manufacturer of equipment
and the material dealer an accurate running account of the financial value
of the business from which thev derive their living.

Approximately 15,000 sources are
regularly consulted by McGraw-Hill
editors, marketing counselors and
statisticians in keeping McGraw-Hill
data on industry and electrical and
radio trade accurate and up to date.

In addition 220,000 McGraw-Hill
subscribers constitute a source that
is consulted from time to time for

specific data relating to production
and buying

41 McGraw-Hill men devote their
tinie exclusively to collating and in-
terpreting data for editorial presenta-
tion to McGraw-Hill subscribers and
for the information of industrial ad-
vertisers.

More than 200,000 vital question-

naires are dispatched yearly from
McGraw-Hill offices, many of them
going to the same sources week after
week and month after month in order
that McGraw-Hill reports may be up
to the minute. These data are pub-
lished regularly in the McGraw-Hill
Publications and are quoted from them
regularly in 1J4 leading newspapers
published in industrial centers.

September 22, 1926

ADVERTISING AND SELLING

Industry's Data Center

And so with all other McGraw-Hill Publications. Industry's

dependence upon them is the logical outcome of centralizing

the collective resources of the McGraw-Hill Publishing

Company in obtaining information and disseminating it

scientifically. It is from this storehouse of industrial data

and the experience in acquiring the facts that has come the

ratings of industrial markets and the formula for selling them

efficiently. This knowledge is epitomized in the following

McGraw-Hill Four Principles of Industrial Marketing:

Market Determination — An analysis of markets or related
buying groups to determine the potential of each. With a de-
pendable appraisal of each market, selling effort can be directed
according to each market's importance.

Buying Habits a study of the selected market groups to
determine which men in each industry are the controlling
buying factors and what policies regulate their buying. Defi-
nite knowledge eliminates costly waste in sales effort.

Channels of Approach — The authoritative publications
through which industries keep in touch with developments
are the logical channels through which to approach the buyer.
In a balanced program of sales promotion these publications
should be used effectively and their use supplemented by a
manufacturer's own literature and exhibits.

Appeals That Influence — Determining the appeals that will
present the product to the prospective buyer in terms of his
own self-interest or needs.

The application of these Four Principles of Industrial Mar-
keting to your business must result in greater efficiency and
lowered selling cost.

A request, either from you or your advertising agent, for a
personal consulation entails no obligation.
McGraw-Hill marketing counselors are at your service, ready
to show you how you can effectively use Industry's Data
Center.

MCGRAW-HILL. PUBLISHING COMPANY. INC., NEW YORK. CHICAGO, PHILADELPHIA. CLEVELAND, ST LOUIS. SAN FRANCISCO. LONDON

McGRAW-HIH PUBLICATIONS

45,000 Advertising Pages used Annually by 3,000 manufacturers to help Industry buy more effectively.

CONSTRUCTION & CIVIL ENGINEERING

ENGINEERING NEWS-RECORD
SUCCESSFUL METHODS

ELECTRICAL

ELECTRICAL WORLD JOURNAL OF ELECTRICITY

ELECTRICAL MERCHANDISING

INDUSTRIAL

AMERICAN MACHINIST INDUSTRIAL ENGINEER

CHEMICAL & METALLURGICAL ENGINEERING

POWER

MINING

ENGINEERING & MINING JOURNAL

COAL AGE

TRANSPORTATION

ELECTRIC RAILWAY JOURNAL
BUS TRANSPORTATION

OVERSEAS

INGENIERIA INTERNACIONAL

AMERICAN MACHINIST
(European Edition)

RADIO

RADIO RETAILING

CATALOGS & DIRECTORIES

ELECTRICAL TRADE CATALOG
ELECTRICAL ENGINEERING CATALOG
RADIO TRADE CATALOG
KEYSTONE CATALOG KEYSTONE CATALOG

(Coal Edition) ( Metal-Quarry Edition)

COAL CATALOG CENTRAL STATION DIRECTORY

ELECTRIC RAILWAY DIRECTORY

COAL FIELD DIRECTORY

ANALYSIS OF METALLIC AND NON-METALLIC

MINING. QUARRYING AND CEMENT INDUSTRIES

r>6

ADVERTISING AND SELLING

September 22, 1926

THE OPEN FORUM

WHEREIN INDIVIDUAL VIEWS
ARE FRANKLY EXPRESSED

Coupons or Cash?

THE remarks by "Jamoc" that ap-
peared in the "E. 0. W." of a re-
cent number of your publication seem to
me to be shrewd commentary on a prac-
tice which has long excited my interest.
"Jamoc" raised the question whether
the chain tobacco stores do not lose
custom by their policy of _ higher
prices with "free" coupons. It is prob-
ably to the point to remark that I
noticed the other night a sign, hanging
in a branch store of a well known chain,
asking in a direct fashion that the
customers save their coupons. The
card then listed a number of "prizes"
to be had for very few certificates. If
the company has to resort to such re-
quests, the subject must be worth con-
sideration. Possibly there is a place
waiting for a chain of stores with low
prices alone as an inducement for pur-
chases. I. for one, would be a ready
prospect.

Earnest F. Williams,
Brooklyn. N. Y.

Community Advertising
Needs Cooperation

COMMUNITY advertising is the un-
der-nourished child of a modern
world. It needs attention.

Without claiming any original idea —
it may be an old one — it occurs to me
that a national convention of commu-
nity advertisers would contribute to a
general standardization of this new
force in civic expansion; or better still,
the establishment of a central research
bureau, supported by all community
advertisers in a fixed proportion to
their appropriations, would be an asset
of inestimable value.

1 am sure a brief history of our prob-
lem is the experience of other com-
munity advertisers.

The single purpose of our organiza-
tion is community advertising. We are
affiliated with the local chamber of
commerci — that is. we have its in-
dorsement, and all inquiries developed
by our advertising are turned over to
it for follow-up. All we had in the
beginning was an idea. We were con-
vinced, and -4 ill are, that a one pur-

l organization, which in our case

happens to lie advertising, can do more
• •llr. live work than an organization de-
voted I,, many and sometimes uncertain
purposes. Other community advertis-
ers, and we have not hesitated in solic-
iting information, could not. or would
not, help u< much. There are too many

theories — not enough practical conclu-
sions.

If you do not believe that community
advertisers are a jealous and selfish
bunch, just ask a few questions! Write
to some city that you think has been
successful and see how much honest-to-
goodness information you receive for
your trouble. Make your questions
pertinent, block the hokum exit and
convey the impression nothing except
cold facts will satisfy you. One com-
munity advertiser, in reply to my re-
quest for information about revenue
source, wrote as follows :

"We are delighted to learn that you
have been following our advertising
with interest. Under separate cover we
are sending you our booklet, and we
would be pleased to answer any spe-
cific questions you mav ask about our
city."

That was all!

The community advertiser invariably
encounters strong resistance when he
seeks to secure railroad support. There
is some justification for this resistance,
of course. Railroads are sought on ev-
ery side for this and that — but if any-
one benefits by community advertising,
it is the railroads. So I wrote to
twelve other community advertisers
and asked them if the railroads were
helping them and how much. A specific
reply to the question came from one —
and it was confidential ! The rail-
roads, evidently, did not want the
other communities along their lines to
know.

Community advertisers, as a rule,
are worse than last-go-trade school
girls — "You tell yours first!"

The reason isn't, I hope, that we are
pin-heads and conceited asses who
think we know it all — rather, I trust.
we are in a new business and do not
know each other sufficiently well to
talk shop for our mutual benefit. This
much is certain. We are going to be in
this business for a long time and I see
no reason why one should not benefit
by the progress and mistakes of the
other.

Another thing: I have yet to find
two cities that employ the same method
of follow-up. Isn't there some method
which has proved successful enough to
pass along? Wouldn't a composite plan
of follow-up be worth trying?

No individual community advertiser
has the time or inclination to delve into
all these things. Furthermore, a little
effort will discourage him. Try it and
see.

A good many millions of dollars are
spent in community advertising each

year. Appropriations are being in-
creased in amazing proportions. And
yet, about all I know — save the adver-
tisements— is figures thrown at me by
salesmen showing that the Morning
Miioii produced inquiries at a lower
cost for Podunk than the Friday Morn-
ing Pole. In my opinion, and I may be
all wrong, this cost per inquiry is as
fallacious as the theory of cause and
effect with the customary green apples
eliminated.

Does community advertising begin
or end with inquiries? Do these cities
which speak of cost per arrival have
representatives at the trains who rush
up to all strangers and ask, 'Pardon
me, which advertisement produced
you?"

How is the problem of merchan-
dising advertising, designed for out-
siders, to insiders, who put up the
money, met?

Oh, I can think of any number of
questions which I would very much
like to ask!

Theories — I have them galore; but
what I want is practical information —
and I wonder if there are not other
community advertisers in the same
boat? Well, let's row together!

Al Harris,

Believers in Jacksonville, Inc.,

Jacksonville, Fla.

A Fashion Return

BACK in the '80's the late George
P. Rowell offered a cash prize for
the "best advertisement." A vast num-
ber of persons (for those days) com-
peted for this prize and it was awarded
to the contributor of an advertisement
of which I am reminded by the an-
nouncement of the Detroit Times in
your issue of Aug. 11. Previous to
this contest 1 had never seen a display
advertisement consisting wholly of un-
equal lines set in uniform type, and
with plenty of white space to
strengthen the effect. For a long time
after the contest advertisements of
this kind were numerous. Later, they
became of somewhat rare occurrence,
but I notice that they are now coming
to the front again.

By the way, is there anything, short
of proven pulling power, which will
entitle any advertisement to designa-
tion as "the best" of an arbitrarily
given number?

F. G. Beach,
The Democrat Chronicle,
Rochester, N. Y.

September 22, 1926

ADVERTISING AND SELLING

When Your Advertisement Rings the Bell,
Be Sure It Finds the Prospect at Home

HP HE salesman who has something to sell,
makes a sale only when he finds the pros-
pect at home.

The advertisement which has something
to sell to the home likewise makes a sale only
when it finds the prospect "at home."

Too often, as the reader meets your adver-
tisement, the mind is anywhere but at home
— perhaps in the center of a European court
intrigue, or watching a fashion parade, or
solving a metropolitan crime. Before it can
begin to sell, your advertisement must drag
the mind away and bring it back home — a
task that is difficult at best.

On the other hand, from the moment Bet-
ter Homes and Gardens is opened, the reader
is "at home" to an advertisement that con-

cerns any part of home life. For Better
Homes and Gardens is devoted to the home
from cover to cover. As they read it, men
and women are thinking about their homes,
seeking and finding suggestions that will
help make homes more attractive, or make
home life more pleasant.

Thus, when your advertisement rings the
bell in Better Homes and Gardens, it finds
the reader "at home," looking for your mes-
sage.

More and more, advertisers who sell to the
home are realizing the importance of this
fact. As a result, the advertising lineage of
Better Homes and Gardens has grown stead-
ily from year to year.

RetterHomes

and Gardens

E. T. MEREDITH, PUBLISHER

DES MOINES, IOWA

ADVERTISING AND SELLING

September 22, 1926

ANew Record-

<H, . Signs

IMPORTANT!

All advertising
space is valuable.
None is more valua-
ble than the space
your signsoccupy on
your dealers' prem-
ises. None more
difficult to obtain.
None so near the
point of sale! It
pays to supply deal-
ers with the best
signs the market af-
fords — the best in
wear and tear, in
readability, visabil-
ity, and attractive-
ness — in other
words, with Dura-
Sheen Lifetime
Porcelain Enamel

Signs.

THE Victor Talking Machine Company-
uses DuraSheen Lifetime Porcelain En-
amel Signs to mark the stores of authorized
Victor dealers because DuraSheen Signs are
superior in quality, color and appearance.
Quality products require quality signs —
which accounts for DuraSheen popularity and
preference.

Unlike ordinary signs, DuraSheen Signs
are made of highest grade porcelain, fused
into heavy sheet steel at 1800° — they are
permanent. DuraSheen Signs never rust nor
warp. They withstand the wear and tear of
rain, snow, sun, dust, heat and cold. Always
bright and cheerful, with colors never dimmed,
they daily build sales and good-will for your
product.

THE BALTIMORE ENAMEL
and NOVELTY COMPANY

M T. W I N A N S
BALTIMORE, MD.

200 FIFTH AVENUE
NEW YORK CITY

DuraSheen

Porcelain fused into Steel ~~~

Lifetime Signs

Advice to Advertising
Men

[CONTINUED FROM PAGE 28]

to fashionable finishing schools and con-
sequently are not seeking every oppor-
tunity to practice their Bronx French
accent on their adoring friends. Per-
sonally, when we read one of these
abominations, we sympathize with Dr.
Johnson who, when handed a French
menu by a tactless chophouse-keeper,
said: "Sir, my brain is obfuscated after
the perusal of this heterogeneous con-
glomeration of bastard English, ill-
spelt and a foreign tongue. I prithee,
bid thy knaves bring me a dish of hog's
puddings, a slice or two from the upper-
cut of a well-roasted sirloin and two
apple dumplings."

Like the venerable doctor, we prefer
the apple dumplings and believe most
other people do.

(6) Don't think that any soap or
automobile on earth is worth the cost
of mangling good English.

(7) Don't try to rival the sumptu-
ousness of the movies in your illustra-
tions. When Mrs. Kelly wants an elec-
tric perlocator, she's more likely to feel
"high-hatted" by an illustration of a
dinner party being served by a butler
holding the percolator.

She feels that such things are not
for her, and goes round to the Main
Street store and buys an unbranded
specimen there. This is a world of
realities and not of such stuff as
dreams are made of. We all indulge
in vicarious luxury, but if you wish
to arouse in us a desire that is capable
of accomplishment, then give us pho-
tographs of ourselves. Photographs
and plenty of them. Don't use them
only to illustrate tooth-paste ads.

LET us have a few of the Kelly "in-
jterior," showing Pat with his feet
on the table, Mrs. Kelly bringing in the
corned beef and cabbage and the Kelly
kids crawling all over the dining-room,
furnished on the installment plan.
Make it "homey," and remember there
I are a thousand Kellys to one Stuyve-
sant, and we mortals love the things
we know and fear those we don't.

(8) Don't be affected; be natural.
Advertising is in the adolescent period
and its devotees are in the throes of the
pimply stage and all its concomitants.
You indulge in so much introspec-
tion in your business magazines that we
nearly believe we are reading the most .
boring parts of some Dostievsky novel.
What the advertising profession needs
badly is a Michael Webb to de-bunk it
a little.

(9) And lastly, don't dismiss this as
the irresponsible effervescence of a
cheeky young pup, disgruntled at his
inability to make the grade. Was it
Chateaubriand who said that we should
listen even to the slander of our enemies
list there be truth in it and we should
lose an opportunity of finding out our
defects?

September 22, 1926 ADVERTISING AND SELLING 59

Staying where you are
— or going somewhere

It was the Red Queen (in Through the Looking Glass) who laid down a principle of .advertis-
ing which applies to some ot us today.

Alice complained that though they had been running some time, they hadn't got anywhere.

"You have to run this fast to stay where you are," said Red Queen. "If you want to get
somewhere you must run twice as fast."

Some businesses are doing just enough advertising to stay where they are. They mourn the
good old times when $10,000 was an advertising appropriation. But these are not the good
old times. They are the good new times. Advertising is more expensive, but more necessary than
ever. The price of going somewhere is higher, but getting somewhere is worth more. Advertis-
ing that is done today must be based on conditions that exist today. The pace is determined by
how fast you must go to stay where you are — and then some.

CALKINS O HOLDEN, inc. 2.47 park avenue, new york city

ADVERTISING AND SELLING

September 22, 1926

THE NEW YORK TIMES. WEDNESDAY. SEPTEMBER 15. 1926.

Its Readers are
OtherWomeris Leaders

20 c

October 1926

Delineator

OCCP'

Sir" N^ BEGINS a N£

t Serial

Cover 'Design by

Helen ' Drydeiu

EVERY woman either leads or follows
other women. The woman who leads
thinks for herself, has tastes o\ her own,
and knows what she wants and why she
wants it.

The woman who follows thinks what
the leaders think, Itkes what the leaders
like and wants whatever the leaders want.

Delineator is planned, written, illus-
trated and edited for the women who lead
As an inevitable result, it is distinctive, in
looks and contents, from any other maga<
:ine in the women's field.

Delineator's natural appeal is to the
wives and daughters of influential business
and professional men. It reaches those
homes in which men and women alike arc
the logical leaders of their communities.

In this country today there are, perhaps,
three or four million such families. Deline-
ator is read by the women in more than
0 million and a halt o( these families.

It is probable that this number will
gradually increase. For it is the purpose
of the publishers to make Delineator a
magazine that will be indispensable to the
women oi taste and means and knowledge
in every American community.

Now on all
News-stands

The Butterick Publishing Cbmpany ^Swj&h'SiJis ^Jbndm

Two page advertisement appearing

September 22, 1926

ADVERTISING AND SELLING

THE NEW YORK TIMES, WEDNESDAY. SEPTEMBER 15. 1926.

^ageS fwm Delineator

October ^Number

Pagt 10 cf Qdobtr Dtli

Pagt 4 3 of Otiobtt Utlii

in leading Metropolitan newspapers

ADVERTISING AND SELLING

September 22, 1926

zsitinouncing

the birth

The front
covers are
four - color
process re-
productions.
The page
Hze H%"
by n%".

f HILDREX, The Magazine for Parents,
^-^ — The first issue has just been pub-
lished ! Write us that you arc a reader
of "Advertising- and Selling Fortnightly"
and we will gladly send you a free copy.

What Has It to
Offer Advertisers?

1 Children will serve as the spokes-
man and leader of the Progressive
Parenthood movement that is now sweep-
ing over America. The leading authori-
ties on child health, nutrition, character
development, education, recreation and
other phases of child welfare are serving
as Consultants and Advisors to the maga-
zine. Advertising in Children associates
the product advertised with Progressive
Parenthood.

7 I '"ly advertisements of reliable prod-
ucts, accurately described, are ac-
cepted. Readers will consequently have
as much confidence in the products adver-
tised as in the authentic articles published.

"2 Children will be read exclusively by
mothers and fathers. Every other
medium has its large percentage of unmar-
ried readers, of married readers without
children and of readers whose children have
grown up. For firms selling products to be
bought by parents for their children it has
absolutely no waste circulation.

A The magazine will be read by parents
while they arc thinking about the
needs of their children. They will turn
to the advertisements for information as
they will to the articles in the magazine.
CHILDREN is the first and only "trade
paper of parenthood.'.'

' Ofie Magazine^- Parents

353 Fourth Avenue
Tel. Madison Rquari |Q 0

Represented in Wesi 631 Wilson and

Caley, 111 IV. Monroe St., Chicago, III.

Cleveland Four A's

Chapter Entertains

Representatives

THE Cleveland chapter of the
American Association of Advertis-
ing Agencies was host on Sept.
10 to 150 representatives of newspaper
and magazine publishers at a clam-
bake at Nela Park.

The "court of come-and-razzum"
held sway, and each celebrity in adver-
tising came in for his share of good
natured roasting at a "trial."

Patrick W. Murphy, general man-
ager of the Fuller & Smith advertising
agency, signed himself "sheriff" on the
subpoenas which were served as invi-
tations.

For the non-golfers baseball, swim-
ming and horseshoe matches were
staged at the Nela grounds. "Iron
Man" Joe Scolaro, of the Guy S. Os-
born Co., pitched his ball team to vic-
tory in both of the games of a double
header.

During the afternoon golf was
played at the Acacia Country Club for
silver trophies.

The following won prizes among the
golfers: Wilbur Eickelburg, American
Legion Monthly, low gross; C. B. Free-
man, Standard Farm Papers, low net
flight "A"; Fred Ralston, Ralston Four
Color Inserts, low net flight "B"; Dick
Jamison, Boulder, Whitaker, Jamison,
low net six blind holes flight "A";
K. W. Clarke, New York Sun, low net
six blind holes flight "B."

Among the non-golfers — Tennis sin-
gles won by T. R. Phillis, Power Plant
Engineering ; horseshoes, doubles won
by Lee B. McMahon, Capper Publica-
tions, and Mr. Nichols; 20-yard swim-
ming dash won by Vance Chamberlin,
Griswold-Eshleman Company; plunge
for distance won by R. M. Hutchison,
New York Journal; quarter mile swim
won by Vance Chamberlin; tug race
won by Sam Lewis, Griswold-Eshle-
man; indoor ball game won by team
composed of the following: Joe Scolaro,
Guy S. Osborn; M. L. Applegate, Lit-
erary Digest; A. E. Bohn, Engineering
News Record; M. E. Wooley, Hotel
Management; E. L. Adams, Popular
Science; Baugh, T. R. Phillis; H. L.
Fleming, Red Book; W. J. Staab, Ful-
ler & Smith; Royce Parkin, Griswold-
Eshleman Co.; high bridge score, M. L.
Applegate, Literary Digest.

SIX local advertising agencies make
up the Cleveland chapter of the as-
sociation. They are Fuller & Smith,
Dunlap & Ward Co., H. K. McCann Co.,
Griswold-Eshleman, Joseph Machen
and Nelson Chesman.

On the committee were: Charles
French, Dunlap & Ward Co., in charge
of the clambake; Frank Hall, Dunlap &
Ward, in charge of golf, and Vance
Chamberlain, Griswold-Eshleman, in
charge of field activities.

September 22, 1926

ADVERTISING AND SELLING

Plant Good Will
Where It Is Sure To Grow

AFTER your first sale to each consumer, all repeat business is due to Good Will.
. Your present business is founded on the Good Will of your present cus-
tomers; and they will not live forever. If your business is to grow and prosper in
the future, you must constantly create Good Will among young people who are just
growing into manhood and womanhood.

Where are the young folks who can be most easily persuaded to try your goods;
who are most likely to seriously and thoughtfully consider their merits; most apt
to go on using them if they are satisfactory?

Not in the big cities! You know the multitude of occupations and diversions
which crowd the lives of the young in the great centers of population. You know
the way in which they hurry from one thing to another — their eagerness to try
every new thing — their impatience with everything which does not represent the
latest fad and fashion.

The young people of the small towns and villages live a different life. Their
hours are not crowded. They have time to read and think. They spend their
money carefully. They readily form buying habits. They appreciate good things,
and stick to them.

Out in the small town and rural sections, the growing generation reads The
Country Newspaper. It chronicles their comings and goings; their social affairs.
It tells them the news of their little world. Whatever else they read, The Country
Newspaper comes first.

Not only can The Country Newspaper bring you a great and profitable volume
of present business, but it can build strong and deep foundations of Good Will for
many years to come.

Country newspapers
can he selected indi-
vidually or in any com-
bination; in any mar-
bet, group of states,
counties, or towns.
This plan of buying
fits in with the program
of Governmental Sim-
plification, designed to
eliminate waste.

ffiBBBi

Represents 7,2 13 Country Newspapers — 4 7 Vi Million Readers

Covers the COUNTRY Intensively
225 West 39th Street

122 S°cH^oAve°ue New York City

68 West Adams Avenue
DETROIT

1.1

ADVERTISING AND SELLING

September 22. 1926

Liberty's Rates
Go Up November 1st

If you buy before
that time * * you
receive a bonus of

250,000 Circulation
Absolutely FREE

When present rates were made, Liberty
promised its advertisers a circulation of
1,100,000 copies. They got it.

Now, Liberty announces an average
NET PAID circulation of 1,350,000
during 1927. Liberty will keep its promise.

YOUR SAVING

on 13 Insertions of Following Units
if Ordered Before Nov. 1st

Per Line .
Eighth Page
Quarter Page
Half Page .
Full Page .
TwO'Color Page
Four'Color Page
Back Cover

Orders for 1927 Accepted Up to
Nov. 1st at These
PRESENT RATES

Line Rate 5.00

Eighth Page .
Quarter Page
Halt Page . .
Full Page . .
Two-Color Page
Four-Color Page
Back Cover .

16.25
1218.75
2437.50
4875.00
9750.00
9750.00
6500.00
19500.00

Orders Placed After

Nov. 1st Subject to These

NEW RATES

Line Rate 6.25

375.00
750.00
1500.00
3000.00
3750.00
5000.00
6500.00

Eighth Page
Quarter Page
Half Page .
Full Page .
Two-Color Page
Four-Color Page
Back Cover

468.75
937.50
1875.00
3750.00
4500.00
5500.00
8000.00

NO ORDERS AT PRESENT RATES
ACCEPTED AFTER NOVEMBER 1, 1926

September 22, 1926

ADVERTISING AND SELLING

Just Consider the Saving
in Ordering Your

1927 Advertising
in LIBERTY * * NOW!

Up to November 1st, 1926, advertisers can con'
tract for space through the rest of 1926 and the
entire year of 1927 at the current rates based on
1,100,000 circulation. If you buy, therefore, before
November 1st, you receive a bonus of 250,000 cir*
culation absolutely free.

TWO YEARS OLD and ALREADY SECOND

lOO.OOO

Saturday Evening Fbst

2.I66.Q05
LINES

Liberty

Ladies'Home Journal

553,856

545.063

Literary Digest

469,151

Good Housekeeping

414,438

\Vomans Home Companion

357,269

Colliers

American

287722
27Q,087

Pictorial Review

234,093

M* Calls

216,416

Cbsmopolrtan

209,434

ABOVE HQURES COMPILED
FROM WINTERS' INK

This chart proves that
Liberty was second in adver-
tising lineage among all maga-
zines of general character,
during the first six months of
1926. Only the unprecedented
endorsement of many leading
agencies and outstanding ad-
vertisers has made this record
possible.

247 Park Ave.

New York

General Motors Bldg.

Detroit

705 Union Bank Bldg.

Los Angeles

Tribune Square

Chicago

ADVERTISING AND SELLING

September 22, 1926

CONSOLIDATION

Easton (Pa.) Community Becomes
Another One-paper Region

The EASTON EXPRESS announces to its friends and
space-buyers the purchase of the good will and property of
the Easton Free Press, effective August 28.

This is another consolidation that will simplify and econ-
omize.

The EXPRESS is now the only daily newspaper in the
prosperous industrial and college community of Easton and
Phillipsburg, with an immediate trading population exceed-
ing 65,000. Easton is the county seat of the fourth industrial
county of Pennsylvania and the trading center for Northamp-
ton and Bucks Counties, Pa., as well as for Warren and Hun-
terdon Counties, New Jersey. There is a surrounding trad-
ing community of some 110,000 additional population, includ-
ing such towns as Nazareth and Bangor, Pa., Washington,
Hackettstown, Belvidere and other communities of western
New Jersey.

As Hugh Moore, President of the Dixie Drinking Cup Cor-
poration and President of the Easton Board of Trade, re-
marked prior to the consolidation of the two papers : "Few
papers in America published in cities of the size of Easton
have such a strong regional circulation."

The additional circulation gained through this consolida-
tion of the Free Press enables us to guarantee 33,000 net paid
— the largest circulation in the Lehigh Valley.

EASTON
EXPRESS

EASTON, PA.
HOWLAND & HOWLAND, Representatives

Philadelphia

New York

Chicago

EXPERT TESTIMONY AND

LEGAL CONSUMER AND

TRADE RESEARCH

In court cases. In unfair competition, price-
maintenance valuation or Federal Trade Com-
rases In general, the most vital evidence
is. what doc* the trade or the public think?

The answer Is questionnaire research. *Dad€
by aiperienri> I hands

Or an export witness In good will, advertising
and nates. J. George Frederick hui win I
frequently as such.

THE BUSINESS BOURSE

15 We*t 37th St. New York City

Tel.: Wi.oon.in 5067
In I Inn, llu.lnr.fi hVftrarch Service, Ltd.

ity

t<i. I

Carpets — Furnaces — Mo*

ti«>n Picture Machines —

Orgim — Pianos — Eleo-

trlc Signs — Bulletin

Hoards — Typewriters —

Addressing Machines, and a

undred other necessities for Modern Church

Plants. Rater and Sample on Itrtjurnt.

CHURCH MANAGEMENT

r>2«i III HON UI>. CLEVELAND

How Freight Rates
Determine Markets

[CONTINUED FROM PAGE 20]

ican market thus widened. Commercial
rivalries are thus, in theory, equalized.
In railway parlance this is what is
known as "keeping everyone in busi-
ness."

THE Philadelphia grocer would be
unable to maintain four prices for
potatoes. Whether grown in Aroostook
County, in up-State New York, in
Michigan or within twenty miles of
Independence Hall, the Philadelphia
price must be uniform. Middlemen's
margins are the same for the four
varieties; hence the adjustment must
be made either on the net price to
the farmer or the freight to Philadel-
phia. Should the grower's share of
the price be appreciably less than the
cost of raising the crop, the potatoes
will be allowed to rot unharvested;
should that happen, the railroads would
get no revenue at all. The inevitable
happens; the freight rate is the medium
of adjustment.

A similar instance came only last
winter, during the anthracite mining
strike. Efforts from New England for
lower freight rates on hard coal were
denied as "an unreasonable demand" at
the same time that a reduction was
granted on soft coal to the same mar-
ket "for the purpose of permitting the
bituminous mines of West Virginia to
share equitably in New England fuel
markets."

In the coal industry, at the present
time, there is another wide-spread at-
tempt to drag the railroads into an
adjustment of competition. The mines
of the northern coal-producing States,
with the union wages now in effect, are
unable to market their output for ship-
ment "up the lakes," and in such cities
as Cleveland and Chicago, in competi-
tion with the mines of the southern
States, which are non-unionized. The
northern operators are therefore ask-
ing for reduction of freight rates by
forty cents a ton for their mines, with
rates from the South to be maintained
at present levels, their claim being that
forty cents less freight would enable
them to net forty cents more for the
coal per ton — a margin that would
alter a loss into a small profit. A simi-
lar contention, from the same com-
plainants, has been presented to the
railroads periodically for thirty years
or more, usually to be met with argu-
ments that to grant the freight reduc-
tion would not solve the difficulty. It
is feared that the retaliation would
come, not from the southern railroads
but from the southern mines, which
would merely cut their selling price
enough to offset the artificial discrimi-
nation in freight tolls.

Should this happen, it would be but
a repetition of what has occurred with
salt, oil, lumber, steel rails, tin plate,
wheat and flour, and others almost
without end. "Pittsburgh plus" for

wr- ^

ADVKRTISI Ml WD SELLING I'oKTN IGHTLY

■Unit

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mum

A comment by James Wallen
The Sesquicentennial marks the

the first practical typewriter was ex-
hibited — a strange, clumsy contrap-
tion, compared with the compact

has introduced the incoming, im-

Leaves Nothing Untold."

"THE RELIGHTED LAMP OF PAUL REVERE" the association
booklet is offered by members and the central office at Chicato.

%fl

AMERICAN PHOTO-ENGRAVERS

• AS S OCIATION®

GENERAL

• 863 MONADNOCK. BLOCK ♦ CHICAGO

September 22, 1926

ADVERTISING AND SELLING

twenty years caused business men to
lose their tempers anywhere west and
south of that city. That the Chicago
Tribune carried that phrase at the
head of its editorial page during years
of contention was more than a bit of
editorial policy. It epitomizes the re-
sentment of half the nation that a sin-
gle city should assume to dominate all
steel-using industries. When the "Pitts-
burgh plus" was abolished by edict a
re-alignment of steel mills and the
whole industry was inaugurated. The
freight-rate differential had set prices
for steel and steel products; when the
artificial barrier was discarded, a new
type of market competition was
plunged on the industry.

Wholesaling in this country exem-
plifies the most highly involved and
complex details of market competition.
Railway rates hold in their grip the
welfare of entire communities; two or
three cents per hundred pounds of a
freight differential may make or un-
make a city. In jobbing centers, man
circumvents Nature's great forces of
soil, climate and resources. "The dis-
tributive business of a country is
largely artificial." Human control dic-
tates whether the southern planter
with all his economic independence shall
be supplied with manufactures — "from
harnesses to tin dippers" — from Chi-
cago or Baltimore wholesalers;
whether the Pacific slope shall buy its
breakfast food via Seattle or St. Louis;
whether the small Texas town of Tem-
ple shall buy from Dallas or Chicago.

"No retailer in Texas," in the opinion
of a Houston jobber, "can afford to
buy from St. Louis. He's ruined if he
does. The freight will eat him up."

THIS harks back to Texas' effort to
equalize freight charges over its
vast area. Deliberately that State set
out to retard the development of metro-
politan centers, in the hope of equaliz-
ing prices for all commodities in every
hamlet. It was an effort to "decentral-
ize the State," to improve through
man's control on the Nature-made de-
velopment of the older States. The
kernel of the "common point" system
of freight rates is that bulk shipments,
originating at any point outside of
Texas, shall bear the identical freight
rate to all Texas points. Thus any
town might become a jobbing center,
as was the intention, to distribute to its
contiguous territory. A jobbing pos-
sibility was thus opened up wherever
men lived, be that spot one mile or
eight hundred miles from the State
line. Within the State, furthermore,
local freight rates (for distribution
from these jobbing centers) faced a
maximum. That is to say, beyond a
distance of 245 miles for ordinary mer-
chandise (less for some commodities)
no further increase of rates was per-
mitted. One city naturally had an ad-
vantage over all competing centers
within this radius; but, outside this
zone, "naturally tributary to it as a pro-
vincial trade center," all other jobbing
centers enjoyed equal opportunity.
For the last two years, all Texas has |

Humor in Ads a Bomb to
Hit the Reader, Not You

Must be Simon-Pure Stuff, Prepared by an
Expert, Fired at Exactly the Right Moment

By Kendall True

CERTAINLY humor is a factor in
modern advertising. Humor is
more than that; it is one of the
cross-weaves of our American fabric.
We all go in for that sort of thing as
mental relaxation.

Every little while an advertiser
writes to an authority to inquire if
"humor in advertising" is permissible,
ethical and remunerative.

His attitude is that of a man on the
brink of having a serious operation
performed. Even the thought of trying
to be funny, in an advertising sense, is
solemn and has a certain funereal owl-
ishness. Which, of course, is precisely
the wrong way to go about it.

The comic strip of the newspaper has
had more to do with cultivating a na-
tional sense of humor than anything
else, chiefly because it is intimate and
born of modern life and its problems.
In a great many instances, users of
advertising space take themselves al-
together too seriously. Numerous prod-
ucts which are exploited with exalted
dignity could unbend to advantage. The
need of "heart", "color", animated
sympathy with everyday existence is
greater in advertising than in almost
any other field. Remember, a great
many advertisers are talking at once.
The competition is keen.

However, humor that has gone bad,
soured, and backtracked on itself, is ad-
vertising at its worst. Fun is not so
common as many advertisers are in-
clined to suppose. It is elusive, transi-
tory and bashful in company. You
can't open any old spigot and draw a
quart of laughter of the simon-pure
variety. "Bootleg" humor, manufac-
tured along standardized lines, is very
likely to be sorry stuff, indeed, and
rather dangerous for any advertiser to
use.

At the same time, the demand for
good, wholesome, near-to-nature hu-
mor in the advertising field is in-
tensely energetic just now. Seeing

the funny side of the problems of a
people can be transformed into really
brilliant "copy".

Exaggeration is not humor. Too
savagely attacking the foibles of the
human race is not humor. Twisting
and making abnormal the human form
divine and the features of a face does
not necessarily constitute humor. The
genuine brand is fundamentally sound.
There is always an undercurrent of
truth. The ideal "humorous" illustra-
tion for advertising purposes is apt to
bring to mind some little funny inci-
dent that has happened to most of us,
at one time or another.

Life is chock full of practical humor;
personal humor; the humor that is
happening right along. The reader is
responsive when, upon reading such a
message, tinged with jolly good fun, he
can say to himself: "By jinks, that's
good. That same thing has happened
to me."

The product advertised need not nec-
essarily be a cigar or a chewing gum
or any other more or less breezy, low-
priced article, in order to respond to
humor in a campaign. Sometimes it is
possible to draw humor from the most
prosaic and solemn subjects.

It is the custom — and a good one, to-
day— to employ cartoonists who have
already established a national follow-
ing. This is almost the equivalent of
being assured of a receptive audience
in advance.

( The above are extracts from an article
by Kendall True, which appeared in The
Fourth Estate. Aug. 14. 1926, and are re-
printed by special permission.)

Through us are available the fore-
most cartoonists of the day. Car-
toonists with a national following,
whose styles and signatures will be
immediately recognized by readers
throughout the country. Write for
list of names and further informa-
tion to FRED A. WISH, INC., 12 E.

41 St., N. Y. City. (Advertisement)

ADVERTISING AND SELLING

September 22, 1926

Its Editorial Influence
Is National!

MATTHEW O. FOLEY,
the Outstanding Hospital
Editor, Founder of Na-
tional Hospital Day, now
an International Institu-
tion.

Massachusetts

Washington

California

Arizona

Illinois

New York

RECENTLY, in one day,
■ Mr. Foley, editor of
Hospital Management, had
correspondence with hos-
pitals in nearly half the
states in the Union. The
list of states which follows
gives an idea of the wide-
spread contact of Hospital
Management in hospitals
throughout the country.

Ohio

Connecticut

Vermont

Pennsylvania

Idaho

North Dakota

New Jersey

Indiana
Mississippi
Wisconsin
Virginia
Arkansas
North Carolina
Nebraska

Most of these letters were in answer to some inquiry regard-
ing hospital administration, for to Mr. Foley, the outstanding
editor of the hospital field, the hospitals of the nation have
learned to look for authoritative advice and helpful suggestion.

No journal is better than its editorial service, and it is because of the
high character of the service of Hospital Management that it is giving
to its advertisers not only coverage, but the intimate, friendly contact
that is the biggest factor in advertising.

Hospital Management

Member Associated Business Papers, Inc.
Member Audit Bureau of Circulations

537 S. Dearborn Street

CHICAGO

HOTEL ST. JAMES

109-113 Weit 45th St., New York Citv
Midway betwe»n Fifth Avonuo and Broadway
An hotel of aulat '!u:nilv. havtnK the atmosphere
ni,<] appolntmonti of a vvi-11 oondlUOMd
Much faTored by womon IravellnR without oicort.
3 mlnutei' walk to 4 0 theatre* ami all best ihopi.
Hair* nn-l bOOfeftfl o" npf>I "-ition.

w JOHNSON ui inn

opened the morning paper with fever-
ish pulse. Rate revision cases before
the Interstate Commerce Commission
threaten to tumble this State-made
structure. Said a wholesaler in Waco:
"If the case goes through, Waco will
become a desert," expressing thus the
grave significance of a change in
freight rates, for of course no such
disaster as he feared would ensue.
Texas rates are, however, eternally in
turmoil; with the railroads scheming
to contract the "common point" ter-
ritory and all the forces of trade
rivalry seeking to enlarge it.

New England enjoys a similar "flat
rate" system. But that area is com-
pact. It is homogeneous as a market
in a sense that Texas is not. Rates
from distant points into New England
are identical both for raw material and
food for all deliveries; rates from New
England factories to distant markets
apply equally to the entire district,
those rates being, for the country as a
whole, equal to the rates from New
York. Boston can ship goods to Cleve-
land and points beyond (or to Rich-
mond) for the same freight costs as
New York, thus "keeping everyone in
business," the purpose of affording even
competition in the market being para-
mount to mileage over which the
freight is hauled.

A Salesman Looks
at Advertising

[continued from page 36]

were wide and successful users of the
testimonial appeal had entirely differ-
ent stories and different methods of
securing the right testimonials. One
of these companies, which employs the
testimonial appeal exclusively in a long
list of trade publications, and in na-
tional advertising as well, clears testi-
monials through the house organ. And
a splendid medium it is for this pur-
pose.

The editor has a roving commission
to travel over the company's entire ter-
ritory at will, and, being an ex-news-
paper man, in that way picks up some
splendid, timely material for his col-
umns.

A copy is turned over to the adver-
tising agency handling the company's
account. From its contents the agency
can secure enough trade and consumer
copy material to keep the advertising
going for months.

Of course this house organ is out of
the usual run of such publications. It
has a make-up that sparkles with
ideas; its editor possesses both an edi-
torial and reportorial sense; the sales-
man and the dealer are always treated
in a fair manner. Another company
which is much interested in testi-
monial advertising, and had greatly
benefited by it, has a different method
that was as effective. This concern

September 22, 1926

ADVERTISING AND SELLING

The Lillibridge Viewpoint

Number Five

Issued by Ray D. Lillibridge Incorporated

New York

The Merchants Planned a Parade

Some six or eight years ago, up in a certain
small New England city the president of
the Merchants' Association called aspecial
meeting of that body for the purpose of discus-
sing ways and means of stimulating spring
business.

The assembled merchants decided that a
Spring Style Show wouldn't do; they had held
several. An airplane flight was next voted down
because the merchants of an adjoining com-
munity had recently resorted to this form of
"stimulus."

"Why not a parade?" asked Trapagen, the
shoeman. "People will always turn out for a
parade."

That suggestion met with instant approval.
By all means a parade!

A parade would draw the people for miles
around, and would get everybody out onto the
streets. The line of march would be through
the shopping center, and every merchant
would feature special merchandise at specially
attractive prices. How sales would boom!

And so the wheels were set in motion for a
parade. The Carpet Factory band would head
the procession. The Police Department would
march. And the Fire Department would roll.

.Before the project was three days old, the
whole city was enthusiastic. Indeed, it seemed
as though the entire community had just been
waiting lor a parade. Everybody — organiza-
tions, business houses, and individuals — want-
ed to march or to enter a float. It was going
to be a wonderful parade!

And it was a wonderful parade. The only
trouble was, it got away from the Merchants'
Association. When the eventful day came
business had to be completely suspended to let

everybody participate in the parade, and an
entire day's sales were lost!

Stimulating a business by advertising has
been known to work out the same way. Every-
body in the concern has grown enthusiastic
over the advertising as such and forgotten that
the real purpose of the effort and expenditure
was to stimulate sales, not to run a parade of
splurging spreads through the daily, weekly
and monthly periodicals of America.

It is because of this danger that we insist on
setting "objectives" for our sales and advertis-
ing work, and keeping our eyes on the "objec-
tive" rather than on the advertising.

We have a bulletin which tells more about
this "objective" method which will be sent
gladly on request.

Where Does Agency Service Stop?

Every so often the journals of advertising
bring up the question of where agency ser-
vice should stop.

Writing in Printers' Ink Monthly, A. H. Deute
sees, along about 1950, advertising agencies of-
fering, in addition to the "regular" offices, the
services of an expert accountant and a good
janitor.

Well, we have arranged for the services of both
for clients on occasion, not because we wanted
to, but because we saw that unless we took the
initiative in the case of the accountant, we
wouldn't have reliable figures on which to base
our advertising recommendations, and in the
janitor case the client's exhibition booth would
not have done him credit as an "advertisement"
tor his business.

ADVERTISING AND SELLING

September 22, 1926

To our way of thinking, it isn't so important
that advertising agency service be standardized
or "stopped" as that some safeguard be provided
so that one client is not paying for the special
services being rendered another and more ava-
ricious— or helpless — client. I n our own practice
this is taken care of by our Fee-and-Budget Sys-
tem, under which each client gets all that he pays
for and pays for only what he gets. (We have a
special bulletin on this Fee-and-Budget System
that we send on request and without obligation.)

5,000,000 Hours of Preaching

Henry s. dennison figures that during the
last hundred years the Christian world has
been subjected to not less than 5,000,000 hours
of preaching. "Has the productiveness of this
vast amount of time been satisfactory?" he asks.

We doubt it. It may have been necessary, if
we were to hold our own, much as it was for Alice
and the Queen (in Through (he Looking Glass)
to "run that fast just to keep up." But satisfac-
tory? Hardly. And largely because the preach-
ing has been so average.

Just so, we doubt whether so huge a volume
of advertising would be required to keep the
wheels of the business world turning if so
much of it were not so average.

Would not less but better advertising,/o«<.f<^
more definitely on carefully measured "objectives ,"
develop greater progress?

Fortunes In Irritation

Don seitz, in his book, Uncommon Ameri-
cans, tells about how George Francis
Train, not liking a hotel in Omaha, complained
to the proprietor, who told him to go and build
one to suit himself. This Train proceeded to do
within two months!

Which reminds us of the story of O. N. Man-
ners, told many years ago, in System, if we re-
member correctly. The story runs that along in
the 1870's two middle-aged men were riding
down a Philadelphia street on the platform of
one of the bob-tailed cars of the period. Morn-
ing after morning they had been riding down-
•town to their offices together and had often re-
marked on the poor service of the street rail-
way. This morning things were particularly
bad; the pace seemed more snail-like, the road-
bed rougher, the delays more interminable.

"Peter," said the older man to his compan-
ion, "there ought to be a better way than this
to move the people over our streets. Why can't
we provide one? You run it, and I'll find the
money."

"Agreed," said the other. And from this, the
story goes on, grew the union of interests be-
tween Peter A. B. Widener and William L.
Elkins, who were to consolidate all the street
railway lines of Philadelphia into one, and who
at one time owned and controlled more miles of
electric railway than any two men in America.

This story, whether true or not, brings out
strikingly the value of dissatisfaction when
translated into actioti. There are fortunes con-
cealed in public dissatisfactions — as many to-
day as there were in 1870. Thousands of men
see them only as irritations; here and there one
of them will be recognized as an opportunity by
some observing man, who will add action to his
observation.

Thus will a new business be started, and ad-
vertising will be called upon to tell the story to
the public, that the man who saw the oppor-
tunity may realize on it promptly.

RAY D LILLIDRIDGE INCORPORATED

^Advertising

NO. 8 WEST 40TH STREET ' NEW YORK

Telephone : Longacrc 4000

Establish; J in 1893

6i)i-j

September 22, 1926

ADVERTISING AND SELLING

offered a cash bonus to the salesmen
for the best windows that they helped
their customers to dress. Only the
windows, naturally, which featured
their product were considered.

The customers whose windows and
records were selected for the trade
paper advertising were given a Liberty
Bond with the compliments of the
company.

BY such an arrangement both the
salesman and his customer were
well satisfied, and consequently coop-
erated with the trade paper advertis-
ing. Such a response did the company
get from this plan that today they have
enough testimonials on hand for sev-
eral years' advertising.

"We find that by interesting both
the salesman and the dealer in testi-
monial advertising," commented the
advertising manager of this concern,
"we get double cooperation. The
dealer takes particular pride in his
record as a merchant. When we make
mention of his success in our advertis-
ing, the bond between us becomes a bit
closer. He feels that we understand,
sympathize with his problems and al-
ways give him the breaks.

"In checking up on customers whom
we have featured in our trade paper
advertising in the past five years, we
find we haven't lost a solitary one. In-
stead, their sales have increased, and
we manage to get a greater share of
their orders than ever before. The
direct results from this advertising
show many new accounts — concerns
who came to us because of the recom-
mendation given us by the firms we
featured in our advertising."

How do salesmen feel about testi-
monial advertising in the trade papers?
Personally, I have always contended
that it swayed more customers my way
than an extra discount. However, I
wanted to discover whether other ped-
dlers had the same convictions. I dis-
cussed the subject with a number of
them, active men who follow their
company's advertising.

"I have pasted of my own accord in
a scrap book," said one, "every testi-
monial advertisement which our com-
pany has printed in the last four years,
and that's not many. However, they
are the best attention-getters in my
whole bag of tricks. I haven't met a
fellow yet who doesn't like to read how
a brother merchant has climbed to
success. It's a great opener for me to
get in my heavy selling arguments."

Another salesman had this to say:

"You can't supply me with better
ammunition than a testimonial from
a man who has made money selling
our line, especially if that fellow is
located in the territory that I am
working. When this testimonial is
used in an advertisement, I find it is
my ace when the customer asks the
inevitable question: 'How do I know
that I can make money with your line?'
The testimonial printed in a trade
paper they know is an authority al-
ways stops further discussion. They
sign then and there on the dotted line."

Modes & Manners
Magazines

announce

an increase in the group rate,
to become effective on Monday,

N OVEM BER 22, 1926

The new black and white rate
will be

Page $1750

Half Page 875

Quarter Page . . . 450
Eighths 250

Color Positions

Back Cover
Inside . .

$2500
2000

Rates for Individual Magazines

of the Modes & Manners Group

Show No Change

The
in 1

minimum circulation O/)/) f)f)f)
926tvas ^UUyUUU

."■: 300,000

The circulation now on the
books for 1927 is .

Definite Schedules For 1927
Will Be Accepted at the Present
Rate Until November 22nd

ADVERTISING AND SELLING

September 22. 1926

Announcing the

National Broadcasting Company, inc.

National radio broadcasting with better
programs permanently assured by this im-
portant action of the Radio Corporation of
America in the interest of the listening public

The Radio Corporation of America is
the largest distributor of radio receiving
sets in the world. It handles the entire output
in this field of the Westinghouse and General
Electric factories.

I r does not say this boastfully. It does not say
it with apology. It says it tor the purpose of
making clear the fact that it is more 'largely
interested, more selfishly interested, it you
please, in the best possible broadcasting in the
United States than anyone else.

Radio for 26,000,000 Homes

The market for receiving sets in the future will be
determined largely by the quantity and quality of

the programs broadcast.

We say quantity because they must be diver-
sified enough so that some of them will appeal
to all possible listeners.

We say quality because each program must be
the best of its kind. If that ideal were to be
reached, no home in the United States could
afford to be without a radio receiving set.

Today the best available statistics indicate
that 5,000,000 homes arc equipped, and 21,-
000,000 homes remain to be supplied.

Radio receiving sets of the best reproductive qual-
ity should be made available for all, and we hope
to make them cheap enough so that all may buy.

The day has gone by when the radio receiving
set is a plaything. It must now be an instru-
ment of service.

The Radio Corporation of America, therefore,
is interested, just as the public is, in having
the most adequate programs broadcast. It is
interested, as the public is, in having them
comprehensive and free from discrimination.

WEAF Purchased for $1,000,000

Any use ot radio transmission which causes
the public to feel that the quality ot the pro-
grams is not the highest, that the use ot radio
is not the broadest and best use in the public
interest, that it is used for political advantage
or selfish power, will be detrimental to the
public interest in radio, and therefore to the
Radio Corporation of America.

To insure, therefore, the development of this
great service, the Radio Corporation of Amer-
ica has purchased for one million dollars sta-
tion WEAF from the American Telephone
and Telegraph Company, that company hav-
ing decided to retire from the broadcasting
business.

The Radio Corporation ot America will as-
sume active control ot that station on Novem-
ber 15.

National Broadcasting
Company Organized

The Radio Corporation ot America has de-
cided to incorporate that station, which has
achieved such a deservedly high reputation
tor the quality and character of its programs,
under the name of the National Broadcasting
Company, Inc.

September 22, 1926

ADVERTISING AND SELLING

The purpose of that company will be to provide
the best program available for broadcasting in
the United States.

The National Broadcasting Company will not
only broadcast these programs through sta-
tion YVEAF, but it will make them available
to other broadcasting stations throughout the
country so far as it may be practicable to do
so, and they may desire to take them.

77 is hoped that arrangements may be made so
that every event of national importance may be
broadcast widely throughout the United States.

No Monopoly of the Air

The Radio Corporation of America is not in
any sense seeking a monoply of the air. That
would be a liability rather than an asset. It is
seeking, however, to provide machinery which
will insure a national distribution of national
programs, and a wider distribution of pro-
grams of the highest quality.

If others will engage in this business the Radio
Corporation of America will welcome their ac-
tion, whether it be cooperative or competitive.

If other radio manufacturing companies, com-
petitors of the Radio Corporation of America,
wish to use the facilities of the National Broad-
casting Company for the purpose of making
known to the public their receiving sets, they
may do so on the same terms as accorded to
other clients.

The necessity of providing adequate broad-
casting is apparent. The problem of finding
the best means of doing it is yet experimental.
The Radio Corporation of America is making
this experiment in the interest of the art and
the furtherance of the industry.

A Public Advisory Council

In order that the National Broadcasting Com-
pany may be advised as to the best type of
program, that discrimination may be avoided,
that the public may be assured that the broad-
casting is being done in the fairest and best

way, always allowing for human frailties and
human performance, it has created an Ad-
visory Council, composed of twelve members,
to be chosen as representative of various shades
of public opinion, which will from time to time
give it the benefit of their judgment and sug-
gestion. The members of this Council will be
announced as soon as their acceptance shall
have been obtained.

M. H. Aylesworth to be President

The President of the new National Broadcast-
ing Company will be M. H. Aylesworth, for
many years Managing Director of the Na-
tional Electric Light Association. He will per-
form the executive and administrative duties
of the corporation.

Mr. Aylesworth, while not hitherto identified
with the radio industry or broadcasting, has
had public experience as Chairman of the
Colorado Public Utilities Commission, and,
through his work with the association which
represents the electrical industry, has a broad
understanding of the technical problems which
measure the pace of broadcasting.

One of his major responsibilities will be to see
that the operations of the National Broad-
casting Company reflect enlightened public
opinion, which expresses itself so promptly
the morning after any error of taste or judg-
ment or departure from fair play.

The Vice-President and General Manager will
be Mr. George F. McClelland, who has largely
been responsible for the successful programs
of station WEAF.

We have no hesitation in recommending the Na-
tional Broadcasting Company to the people of
the United States.

It will need the help of all listeners. It will make
mistakes. If the public will make known its views
to the officials of the company from time to time,
we are confident that the new broadcasting com-
pany will be an instrument of great public service.

RADIO CORPORATION OF AMERICA

OWEN D. YOUNG, Chairman of the Board

JAMES G. HARBORD, President

ADVERTISING AND SELLING

September 22, 1926

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Ad&ttnt

Poeiltos

[CONTINUED FROM PAGE 27]

is called to the attention of the adver-
tising manager of this paper. Even-
tually— usually sooner — I am called on
the carpet by the publisher. I am re-
minded that he would be the last person
in the world to attempt to dictate the
editorial policy, but the fact remains
that our circulation income scarcely
pays for our stamps and that the pri-
mary purpose of any trade paper is to
please the advertisers and secure a
stable advertising revenue. Oh, I know
the patter! And touching on the mat-
ter of the Dank Company, the Blank
Agency feels that a marked injustice
has been done and . . . And so, in the
following issue you will note mention of
the Perkins Pickle Plant and the Dank
Doodads.

"Practically every trade paper editor
is in the same boat. The stuff comes
in ; and the powers-that-be say that
some of it shall be used — enough to
placate advertiser and advertising
agency. It is, of course, a species of
legalized high-binding. I'd like to have
it stopped, and of all the people who
are raising a howl about the abuses in
the advertising field, I think I would be
safe in saying that the editors are
really the only ones in favor of a strict
emasculation of the practice."

The picture is not a pretty one, is it?
It happened that the writer of this
article has been on all sides of the
desk. He has handled advertising; he
has been a publicity man; and he has
been an editor. In one year he secured
for a certain firm something like 8,000,-

000 lines of free publicity.

IF the practice of permitting free
publicity to exist ever falls into last-
ing disrepute, some measure of credit
will be due advertising solicitors who
refuse to bootleg space when they are
after a new account. Oh, yes, the solic-
itors do bootleg space! They may deny
it; publishers may brand this as a bare-
faced lie; and agencies may claim that

1 am a false alarm and entirely without
virtue. But the man out in the hinter-
lands who buys space will agree with
me. Understand, I do not say that all
space solicitors bootleg space — but a
goodly and ungodly portion of them do.
Sometimes they do it in a subtle fash-
ion ; sometimes it is an outright trade,
a verbal and binding understanding.
More than once I have, at the sugges-
tion of a solicitor, presented him with
two or three publicity stories, with the
understanding that if his publication
printed them, on his next call we might
talk over a contract. Nine times out of
ton the stories were printed. Did we
sign a contract? That, as Mr. Kipling
so often suggests, is another story.

The free space lure, neatly cast be-
fore the gaping jaws of a prospective
advertiser by a clever angler of a solici-

tor, has brought more than one signed
contract into the creel. No better arti-
ficial bait was ever used.

THE newspaper editor is pestered by
a flood of multigraphed and mimeo-
graphed publicity that flows from
agency offices. In a way he is in a more
independent position than the trade
paper editor. Most of this publicity is
carefully dolled up, seasoned and spiced
to make it appear like real news.
Here's one I saw the other day; just a
little news note from a room number
at a certain city address. It showed a
picture of a can of soup (mat on re-
quest at no cost) and while the maker's
name wasn't legible, the form of the
label left but little to the imagination.
The news (?) told briefly that while
being interviewed at breakfast, William
Wrigley, the chewing gum king, inhaled
a large section of hot soup. This, ac-
cording to the sheet, was in strict ac-
cordance with the orders of his doctor.
Interesting? Yes. But suppose every
editor to whom this publicity squib was
sent had given it space one column,
three inches deep. There would be a
grand rush of fond wives to the grocery
stores, a marked demand for a certain
brand of canned soup, and the first
thing we knew we would be sitting
down to a breakfast consisting of a
steaming bowl of vegetable soup. No,
this isn't supposed to be funny — but it
is just what happens if free publicity of
this character is universally printed.
Perhaps that item may be constructive
publicity; perhaps the agency respon-
sible for it may think the stunt a clever
one. They may be right — but I doubt it.
This same agency happens to have me
on its mailing list, and every time the
unidentified slips come I get a hearty
chuckle out of them.

Here is another agency. It handles
the account of a certain phonograph
company. Someone in the office grinds
out reams and reams of free publicity
that is sent broadcast. Mats and cuts
free, of course; release dates and all
that sort of thing. No newspaper syn-
dicate was ever more efficient. Neat
little space fillers about the startling
fact that Sarah Static, the lyric so-
prano, has just bought a new canary;
sterile messages about the alleged fact
that Terry Cohen of Cohens' Royal Hi-
bernians is now taking up with no end
of zest the collection of Stiegel glass.
And Baron Blatto, the eminent basso,
is sailing for his native heath of Bunk-
olorum for an extended stay. Don't
smile, brethren, for I am presenting you
with facts. Seldom, indeed, do these
items carry greater interest. News-
paper editors are supposed to reach for
matter of this type with loud and en-
thusiastic gloats. My experience is that
the gloats are usually absent. I sup-

THE

John C. Powers Company

Incorporated
PRINTINQ AND LITHOQRAPHINQ

69 Duane Street
Ne<u> York

TELEPHONE WORTH 2890

— where personal interest
insures individual attention

September 22, 1926

ADVERTISING AND SELLING

pose, of course, that country editors,
hard-pressed for fillers, do stick in one
or two of them on occasion.

How much money is being spent in
this hectic and idiotic rush for free
space? I haven't the courage to make
an estimate. No figures are available.
But the fact remains that the policy
has the full support of some of "our
best people." That fact cannot be
denied: agencies and national adver-
tisers of note and repute are frankly
after as much free publicity as they
may secure by hook or crook.

Free space is the most costly thing in
advertising. If it creates good will, if
it stimulates desire, it might be worth
all the effort and money it costs. But at
the best it is a sheer speculation.

Free space deserves no important
place in any schedule. It cannot stand
up and compete with paid space. I
doubt if anyone can effectively defend
it. I am in complete sympathy with
those who preach against its use. But
I cannot see eye-to-eye with those who
preach one thing and practice another;
that is hypocrisy — a mental condition
dangerous to business as it is to a code
of morals.

Let us be frank, gentlemen. Let's
pull our heads out of the sand. Let's
get away from the Dark Age of Ad-
vertising. Let us admit that the free
space complex exists because it has
the support of influential friends.

Evening Classes in Advertis-
ing to Be Held at Columbia

The winter session for evening
classes in advertising, offered by the
Extension Department of Columbia
University, New York, will open on
Sept. 22. Courses are being offered in :
The Principles of Avertising, Copy,
Art, Psychology, Merchandising, Di-
rect Mail, Layouts and Mechanics.

New York Advertising Club
to Give Public Course

The Advertising Club of New York
will conduct its annual course on ad-
vertising and selling this year. The
course consists of a series of lectures
and discussion periods under the
leadership of recognized experts in all
departments of advertising and mer-
chandising. The committee in charge,
which is headed by Paul L. Cornell,
vice-president of Hommann, Tarcher
& Cornell, promises an especially au-
thoritative list of speakers for the
lecture periods, which will take place
Tuesday and Thursday evenings, from
Oct. 1 to March 8.

Included in the Course Committee
are: D. J. Crimmins, space buyer, New-
ell, Emmett, Inc.; Harry A. Carroll,
eastern manager, Philadelphia Retail
Ledger; Norman M. Markwell, account
executive, Hommann, Tarcher & Cor-
nell; C. W. Bonner, Jr., of Riis & Bon-
ner; Harold Palmer, Whitman Adver-
tisers' Service, Inc.; Hal D. Chapman
and Harry Grace.

Good typography some-
times is trie magic fairy
that makes an ugly duck-
ling a beautiful swan . . .
A typographer can be
a beauty specialist, too.

rj.1

WIENES TYPOGRAPHIC SERVICE

INCORPORATED

203 West Fortieth Street, New York
Phone Longacre 7034-7035

OISPLAY advertising forms of
Advertising and Selling 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 advertisements to appear
in the Oct. 6th issue must reach
us not later than Sept. 27th. Classi-
fied advertisements will be accepted
up to Saturday, Oct. 2nd.

ADVERTISING AND SELLING

September 22, 1926

In Allentown (Pa.)

THE CALL

gained 14%

in total lineage in the
first six months of 1926.

The Call leads in every-
thing.

The Allentown
Morning Call

Story, Brooks & Finley

National Representatives

"Ask us about Advertisers'
cooperation"

Are you
looking for
an employee ?

If so, turn to page
93 on which The
Market Place ap-
pears. There you
will find the adver-
tisements of several
advertising m e n
looking for good
connections. Per-
haps one will just
suit your require-
ments.

In Sharper Focus

Fritz J. Frank

WHEN a man rises in sixteen years
to the presidency of a fifteen
million dollar corporation for no osten-
sible reason other than persistence and
native ability, the chronicling of his
achievements would seem to call for
the palpitating pen of a Horatio Alger,
Jr. But Fritz J. Frank, newly elected
president of the United Publishers'
Corporation, is no Alger hero. His
character is as free from panegyrics as
his rise has been free from melodrama.
Primarily he is a salesman, but above
all else he is a far-sighted business

(£) Plrte MacDonakl

man with tenacity of purpose, a flair
for finance, and executive ability of the
highest order.

It is perhaps quite generally agreed
that Fritz Frank has a record that en-
titles him to be called the most able
and successful advertising salesman
who has ever been connected with the
business paper field. He joined the ad-
vertising stag of The Iron Age in 1909
and there, working in the New York
territory, he brought in a volume of
business unprecedented in the history
of that ancient and honorable publica-
tion. For ten years he continued to
cover the same territory, and it is to
his efforts there that a great deal of
the remarkable growth of this mam-
moth of business papers is traceable.
He simply produced and kept right on
producing. The longer he remained at
his post, the greater became the good
will toward his publication and the
greater grew his volume of business.
Then, in 1919, he suddenly stepped

from the position of salesman to that
of president of The Iron Age Publish-
ing Company.

His life, like his career, includes a
list of steady advancements and
achievements. He was born in Penn-
sylvania fifty-some-odd years ago of
thrifty Dutch stock. From the first he
exhibited the traits which he was to
show in later life; culminating a hard-
earned career of schooling with his
graduation from Rollins College in
Florida, through which he worked his
way. Today one of his greatest
sources of satisfaction is his position
on the Board of Trustees of his alma
mater.

He has been active also in the or-
ganizations with which his job has been
intimately related, being an active
member of the Associated Business
Papers, Inc., of which he was presi-
dent from 1923-1924. He is also a
director of the First National Bank of
Pleasantville, N. Y., where he has an
attractive home. His hobbies include
golf, bridge and a keen enthusiasm for
hunting and fishing in the northern
wilds. Once, while a representative of
Mines and Minerals, he made a fifteen
months' trip around the well-known
world in the interests of his publica-
tion. Apparently those were fifteen
pretty intensive months, for the travel
bug has not bitten him seriously since
that time. He finds it more congenial
now to remain where he can keep in
touch with his business, which is nat-
ural and as it should be; for Fritz J.
Frank is a long way from being that
well-known American institution, the
business figurehead.

Paul S. Armstrong

MR. PAUL S. ARMSTRONG has
consented to appear in our pri-
vate hall of fame only after making
reservations of a becomingly modest
nature. He doubts his proper quali-
fications for an appearance because,
says he, he has left the direct practice
of advertising. Moreover, he writes
that he started — and this is decidedly
original — in the advertising end of his
concern by accident rather than by
design. To make the record unique,
it merely remains to be learned that
the same company is the only one for
which he has ever worked.

In 1916, having graduated from the
Michigan Agricultural College, Mr.
Armstrong joined the dealer service
department of the California Fruit
Growers' Exchange as an eastern
traveling representative. The ex-
change -probably better recognized
when the word "Sunkist" is mentioned
— is one of the oldest and most sue-

September 22, 1926

ADVERTISING AND SELLING

roLunraia

The Largest Catholic Magazine in the Wo

THE Brunswick-Balke-Collender Company is among
the leading national advertisers who are building
sales and good will in the large and receptive dual
market which COLUMBIA influences.

In many Knights of Columbus club houses throughout
the country the members enjoy the engaging pastimes of
billiards and bowling with Brunswick-Balke-Collender
equipment.

It is reasonable to expect that the new Brunswick
"Home Club" billiard table, now featured in COLUM-
BIA, will find its way into homes where this magazine
is read each month.

The advertiser in COLUMBIA has the advantage of a
favorable introduction to three-quarters of a million
families and likewise to executives responsible for the
purchase of equipment for Knights of Columbus club
houses and permanent club rooms and other Catholic
Buildings, viz.: Churches, Colleges, Academies, Schools,
Auditoriums, Chapels, Rectories, Homes, Orphanages,
etc.

The Brunswick
"Home Club" Billiard Table

Returns from a questionnaire mailed
to subscribers show that COLUMBIA
has more than two and one-half mil-
lion readers, grouped thus: —

Men
Women
Boys under 18
Girls under 18

1,211,908

1,060,420

249,980

244,336

TOTAL 2,766,644

The Knights

Columbus

Publish, print and circulate COLUMBIA from
their ou/n printing plant at New Haven, Connecticut

Net Paid
Circulation

748,305

Member
A. B. C.

Twelve months average, ended June 30th 1926

Eastern Office

D. J. Gillespie, Adv. Dir.

25 W. 43rd St.

New York

WeatBrn Office

J. F. Jenkins, Western Mgr,

134 S. La Salle St.

Chicago

ADVERTISING AND SELLING

September 22, 1926

'lised

s advert

in the
BOOT and SHOE

RECORDER

B O S T O 3M

The "Educator" method of shoe
construction, as developed by
Rice 6k Hutchins, Inc., is a no-
table combination of style with
correct fitting qualities. From
their inception "Educator"
models and policies have been
presented to the merchants
through the medium of the
Boot & Shoe Recorder.

Chicago

Philadelphia

incinnati

St. Louis

The Standard Advertising Register

]i the beet In ltB field. Ank any user. Supplies
valuable Information on more than 8,000 ad-
vertiser!. Write Tor data and prices.

National Register Publishing Co.

Incorporated
15 Moore St., New York City

R W. Peirel. Manager

MWVQ*?m

Hr »urr |o »rnd both your old and your nrw nd
dr«->» ntir week before dale of laetie with which
ike . It.iiii.-r li to take effect.

<c<

»*» » o««

COaWaFA

r
0

At the conclusion of
each volume en in-
dex will be published and mailed
to you.

cessful among cooperative growers'
organizations, and is the source of the
familiar Sunkist oranges, grapefruit
and lemons. A pioneer in the adver-
tising of perishable fruits, it began
making California oranges famous
eighteen years ago. In the achieving
of that successfully gained result, Paul
Armstrong played a prominent part.

In April of' 1917 he left the East
to settle in Los Angeles as manager
of the dealer service department, a
bureau of the advertising department.

This move seems to have offered proper
scope for his abilities, for in De-
cember of the same year he was made
assistant advertising manager. Four
years passed; the country learned what
Sunkist means; and 1921 made its ex-
pected arrival. Mr. Armstrong was
thereupon promoted to the management
of the company's advertising depart-
ment, which he ably directed until this
year. Recently a meeting of the board
of directors appointed him assistant
general manager of the organization ;
and thus it was that he came honorably
to leave the ranks of bona fide adver-
tising men.

Alcohol Manufacturers
Organize

The Industrial Alcohol Manufactur-
ers Association has opened offices at 30
East Forty-second Street, New York
City, under the direction of Dr. Lewis
H. Marks, executive secretary.

This association is comprised of the
following member firms:

Kentucky Alcohol Corporation.

American Solvents & Chemical Corp.

Publicker Commercial Alcohol Co.

David Berg Industrial Alcohol Co.

The Rossville Company.

The Federal Products Co., Inc.

The American Distilling Co.

National Industrial Alcohol Co., Inc.

Industrial Chemical Company,
which, through these offices and under
the direction of Dr. Marks, will trans-
act all association business.

September 22, 1926

ADVERTISING AND SELLING

SOLOMON LISTENED IN

One of the chief reasons why
Solomon was rated the wisest
man of his time was that he
always listened in when there
was news on the air. Whether
it happened to be an item
about what the Queen of
Sheba was wearing on the
Riviera, or merely quotations
from the local Wife Exchange,
he never failed to listen in.

The wisest men today are
listening in on the startling
news of our growing rural
market, and they are making
inquiry as to the best means
of selling that market.

Comfort Magazine has a
thirty -eight-year-old friend-
ship with about six million of
these rural folk — all potential
buyers of your goods.

Take a tip from Solomon,
and write to our nearest of-
fice for details of the Comfort
hook-up. It will pay you to
listen in.

THE KEY TO HAPPINESS AND SUCCESS
IN OVER A MILLION FARM HOMES

AUGUSTA, MAINE

NEW YORK • 250 PARK AVENUE

CHICAGO • 1635 MARQUETTE BLDG.

IAST FORMS CLOSE 28th OF SECOND
hO'TH (RECEDING DATE OF ISSUE

ADVERTISING AND SELLING

September 22, 1926

Complications

IN .i preceding issue the gentleman
on our right, quoted Mr. Jordan
to the efferl that people connected
with 1 1 ■ • - advertising business try to
make it complicated instead of simple.

This failing is not confined to ad-
vertising; it's an almost universal
human weakness. We seem forever
to he seeking complications to over-
come. If they don't already exist we
\»ill often go to the trouble of creat-
ing them.

Once. I got a tremendous kick out
of that old. simple problem in the
"Nuts to Crack" book.

This is the problem: If a steel band
were stretched tight around the earth
in a perfect circle it would be 25.000
miles in circumference and about
8000 miles in diameter. Now, sup-
pose the band were broken at one
point and a strip of steel 10 inches
long were inserted. If the band were
now equidistant from the earth at all
points, how far away from the surface
of the earth would it be?

The answer is IV2 inches. Because,
the ratio of the diameter of any circle
to its circumference is as 1 is to
3.1416.

I got the big kick out of this simple
problem by springing it on a very
well educated editor of one of our
leading engineering magazines (you'd
be surprised 1 .

He said the distance would be so
infinitesimal that you wouldn't be
able to see it or even slip a piece of
thinnest tissue paper between the hand
and the earth.

I guess he though that the ratio of
diameter to circumference didn't apply-
to great big circles. Only to "domes-
tic" circles, as it were, if you will
pardon a pun at this point.

Vnd, I couldn't for the life of me
make him see it. Yet, he was a well
educated man and not a slouch as a
mathematician either.

lie was the farmer looking at the
camel all over again. He couldn't be-
lieve his own Benses.

That well illustrates our propensity
1 ake things complicated.

ther weeV^

)or
IMWSTRIAL POWER
608 .So. Dearborn Street
Chicago, III.

One of the reasons why INDUSTRIAL
R is such an effective advertising
medium is because many common complica-
tions hare been eliminated. li'hy not get

■ :owf

Almost Too Good to Be True

At last I've found a summer resort
hotel which measures up to my idea
of what a summer resort hotel should
be. No! I shan't tell you either its
location or its name. All I'll say is
that it is in the Catskills. I've been
here a week. It's heavenly; in spite of
the fact that rain has fallen almost
every day. »

No jazz! No cigarette-smoking flap-
pers! No grass widows! As for the
meals, really I did not know that such
food as I have eaten for the last seven
days could be had anywhere on earth.
One hundred per cent American cook-
ing! The finest in the world — if you
can get it. Here, you can — and do.

"Sellinff Religion

Isn't the International Advertising
Association overdoing things when it
undertakes to "sell" religion? Isn't it
running the risk of doing more harm
than good, not only to religion but to
advertising as well?

The "copy," we are told, is to be
written by 100 clergymen. These men,
no doubt, are in agreement on certain
fundamentals — that honesty is the best
policy, that virtue is its own reward
and that the way of the transgressor
is hard. These are self-evident truths;
and it will do no harm to stress them.
But if and when the clerical copy-
writers get outside these limits — and
they will. Be sure of that — they will
invade a field in which there as many
beliefs as men. Yet if they stick to
the fundamentals, they will be merely
threshing over old straw.

We Shrill Know More
Five Years Hence

Kenneth M. Goode in a recent issue

of ADVERTISING AND SELLING Says:

"Coming prosperity .... depends on
a vastly increasing base of mass con-
sumption. And of that triangular base,
the first corner is Lower Prices; the
second, Hand-to-Mouth Buying; the
third, Installment Selling .... Prop-
erly safeguarded installment selling is
clearly recognized as a blessing."

Isn't this last statement a trifle pre-
mature?— this is, has installment sell-

ing been in operation long enough to
justify the business world in accepting
it as basically sound? That installment
selling has proved enormously profit-
able to the automobile industry — the
manufacturing end of it, at least — is
beyond question. What has not been
proved is the wisdom of making it rela-
tively easy for hundreds of thousands
of people to buy something which they
have not the money to pay for, at the
time of purchase. As to that, we shall
know more, five years hence, than we
do now.

The Goods Were Mis-marked

Last fall, at my suggestion, a rela-
tive of mine bought fifty shares of the
preferred stock of a certain well known
industrial organization whose advertis-
ing has attracted wide and favorable
attention and whose products are sold
through men's furnishings stores. He
paid 105 for the stock and as its
dividends are at the rate of 7 per cent
per annum, the investment yielded
6 2/3 per cent — a very good return,
particularly in view of the fact that
it is earned five times over.

The last time I saw my relative, I
asked him if he still owned his stock in
the Blank Company. "No," said he;
"I've sold it." "Why?" I asked. "Be-
cause," said he, "twice since I pur-
chased it, I've had trouble with goods
of their manufacture. The quality was
all right, but the goods were mis-
marked — that is, the goods inside the
container were not of the size shown on
the outside. I have no patience with
that sort of thing."

The European Debt Situation

I met, recently, a middle-aged, mid-
dle-class, mid-westerner, whose views
on the European debt situation are, I
fancy, fairly representative of those
held by men who live west of Chicago.
The debts, he insisted, should be paid
in full. To my suggestion that it is
better to have a prosperous rather than
an impoverished Europe, that Europe
cannot get on her feet again as long
as she is head over heels in debt and
that, in the long run, It would pay U6
to be exceedingly lenient in the matter
of debt collection, he turned a deaf
car. "Thev borrowed the money, didn't
they ? Well "

I think I understand better than I
did, how "difficult" a problem we face.
Easterners, particularly those who
know Europe fairly well, have one point
of view. That of the West is the exact
opposite. JAMOC.

September 22, 1926

ADVERTISING AND SELLING

Outlets for sales

in the Northern Nine

HE people in the Northern Nine Counties
require 11,460 grocery stores, 966 drug stores
and 740 hardware stores to trade in.

Only one city in the country trades in
more grocery stores ; only three cities in
more drug stores; only 2 cities in more
hardware stores — trading areas in-
cluded.

An enormous market, the Northern
Nine Counties — and outstandingly de-
sirable.

It is a unified, homogeneous market; in fact, one
single community. Its several hundred cities and
towns actually comprise a single, concentrated,
compact and unified market. .

In purchasing power, moreover, it is signally high.
The volume of business transacted is exceeded by
only four cities, their trading areas are included.

In value of dwellings under construction, it is ex-
ceeded by only five entire states.

In number of income tax returns, it is exceeded by
only two cities.

The road to the favor of the quality families in the
Northern Nine Counties is through Charm, The
Magazine of New Jersey Home Interests. Charm's
circulation 81,237, in this area is the largest and by
far the best of any magazine.

CHARM

c/ne Qyjmaminc 6j
QsKW Jjmui uipmt jntcrisis

Office of the Advertising Manager, 28 West 44th Street, New York

ADVERTISING AND SELLING

September 22, 1926

Your Advertising Problem
in Buffalo is Simplified

Your advertising in The Buffalo Courier-Ex-
press will reach practically all the buyers in
Buffalo and adjacent territory. No advertiser
need any longer use two newspapers to tell his
story to the same people.

The problem was simplified for you by the
merger of two great dailies. The Buffalo
Courier-Express stands alone, all-powerful in
the morning field — giving you in a single effort
a coverage that is definite and absolute.

Also there is a metropolitan Sunday news-
paper, The Buffalo Sunday Courier-Express,
which will carry your story to the largest audi-
ence reached by any paper in New York State
outside of New York City.

Ct* wrier *|Si* Express

Lorenzen & Thompson, Incorporated
Publishers' Direct Representatives

Chicago

New York

San Francisco

Seattle

i-ywjj ,

Only Denne'ut .
Canadian Advertisin

may bo "Just over the
border." but when ndvertlBlnn ^
there you need a Canadian Agency
thorouchly conversant with local con-
ditions. Let us tt>ll vou why.

rAJDEHNE C Company Ltd j

Kntord Hldf. TORONTO.

Folded Edge Duckine and Fibre Signs

Cloth and Paraffine Signs

Lithographed Outdoor and Indoor

Displays

THE JOHN IGELSTROEM COMPANY
Mamillon, Ohio Coed Salesmen Wanted

The American Architect

A. B. C

Est. 1876

A. B. P.

"Advertising ami Scllltu: In \ivlHlerl i InN.klw

prepared to jive you a bolter understanding of
the architectural field, la now available.

Your copy will be sent upon request.

243 West 39th St. New York

Bakers Weekly £■£%■<;&%&

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-
sis data.

!F<y u if , u « c -a E Ui>

--aaafli

By Dorland Agency, Ltd., London.
"Empire Markets — No. 1, Australia,
and No. 2, Canada." The first two of
a series of eight brochures giving a
concise statistical survey of the field
for trade in the British Dominions and
Colonies. They are prepared in as con-
cise a manner as possible to give all
pertinent facts and essential informa-
tion. Price (for the series) $1.

By the Review-Chronicle National
Advertising Bureau, Spokane, Wash.
"General Survey of Tobacco and To-
bacco Products in Spokane and the
Spokane Country Market." This is a
comprehensive market survey com-
piled from interviews and question-
naires that covered consumers, and re-
tail and wholesale dealers. The infor-
mation obtained has been summarized
and compared with that from other
sections of the country. The figures
have been arranged in the form of
statistical tables and diagrams. Free
upon request.

By A. W. Shaw Company, Chciago
and New York. "Business Correspon-
dence Handbook." Edited by James H.
Picken, M. A. A discussion of business
correspondence indicating the various
ways in which business letters are used
by modern business organizations, and
setting up rules or standards of prac-
tice by which those who do business by
mail should proceed in order to realize
the best results. It is designed to serve
as a reference work for business men,
supplanting the original "Business Cor-
respondence Library," published by the
A. W. Shaw Company in 1911. There
are careful analyses of the various
problems involved. Price $7.50.

By the Department of Commerce,
Washington, D. C. "Report of Commis-
sion Appointed by the Secretary of
Commerce to Visit and Report upon
the International Exposition of Modern
Decorative and Industrial Art in Paris,
1925." This is a brochure of distinct
interest and value to the manufacturer
and designer. The commission has
made an excellent, brief report of an
exposition which has already made its
influence felt in Europe. The various
authoritative, individual reports which
make up the whole have been written
with an open mind toward the new de-
velopments in design but always keep-
ing in view their possible adaptability
to the conditions peculiar to the Amer-
ican market. Free upon request.

By Good Housekeeping, New York.
"Directory of Guaranteed Merchan-
dise." A list of the merchandise adver-
tised in Good Housekeeping and backed
by its well-known guarantee. Follow-
ing each item in the directory is a brief
story about the product or line listed.
Free upon request.

September 22, 1926 ADVERTISING AND SELLING 83

An Important

Announcement

On Tuesday, Sept* 14th

The Tulsa World

OKLAHOMA'S GREATEST NEWSPAPER

Began Publishing An
All Day Newspaper

Morning — Evening — Sunday Morning

Heretofore the Tulsa World published only morning and Sunday morning
editions. On September 14th new evening editions were added with entirely
new make-up of news, editorials and features, making them entirely different
from the morning editions.

By supplementing the Tulsa Morning World with complete evening editions
the World is in a position to render a greater service to its advertisers and
the people of Tulsa and its Magic Empire, the rich market unit of eastern
Oklahoma.

A dvertising Representatives

Ford-Parsons Co. Bryant, Griffith & Brunson Davies & Dillon

306 N. Michigan Ave., Chicago 9 East 41st St., New York 707 Land Bank Bldg.

58 Sutter St.. San Francisco 201 Devonshire St., Boston Kansas Citv, Mo.

Walton Bldg., Atlanta, Ga.

adyertihm; and selling

September 22, 1926

l lants back

MANUFACTURERS of products for power- plants value pros-
pects in proportion to the extent of their buying power.

Power Plant Engineering is the buying and operating guide of
nearly 23,000 men who plan and operate large, up-to-date plants.

Automatically its high editorial quality attracts the progress-
ive men of authority in the power plants of leading industries.

Let us show you the plant-quality back of Power Plant Engi-
neering.

POWER PLANT ENGINEERING

A. B. P.

Established over 30 years
53 West Jackson Blvd., Chicago, 111.

A. B. C.

—GUIDE

—PHILOSOPHER

—FRIEND

The Daily Herald is bought, read and accepted
as a "guide, philosopher and friend" by more than
6.000 people on the Mississippi ("oast — people who
'nave m'oney to spend for the luxuries, as well as
the necessities oi life.

YOU, who have merchandise or servia to sell,
can well invest your advertising money in the pro
ductive columns of The Daily Herald — largest in
circulation ol an\ new -paper in South Mississippi.

Daily Herald

GULFPORT MISSISSIPPI

Geo. W. Wilkes' Sons, Publishers

BILOXI

LUMBERMEN

offer power plant equipment and
mill accessory firms; buildingma-
terial and truck manufacturers a
big sales field. For surveys ask

Amertf^fu^rman

Est. 1873 ~ CHICAGO, ILL.

n^m^o

A.B.P. and A.B.C.
Published

IS- ■<-*• .i month

Bakera' Helper has been of practical
aervlce to bakery owners tor neurly 40
yearn. Ovit ".%<*(, of its readers reuew
tneir subscriptions by mail.

s —
17 I

York . > a...

L *3nd Si.

431 S. DEARBORN
CHICACO, ILL.

How One Company
Controls Selling Cost

[continued from page 40]

who has charge of sales. Branch
office and master budgets are kept up-
to-date — so much so that the vice-
president is in a position to know
whether Selling Cost for any branch
office is increasing or decreasing, and
also whether the branch offices are
keeping within or exceeding the budget
for the current year. The information
is cumulative; that is, the budget not
only shows what the expenditures are,
each month, but also what they have
been for a given period — two, three,
four, five, six or nine months.

It is, I fancy, unnecessary for me to
say that with such a "picture" before
him. the vice-president of the Blank
Company can put his finger on ex-
travagance in selling cost and check
it before it goes too far. In other
words, he is in the enviable position of
being able to control sales expense.

To reproduce the Master Budget — or
even the budget of a branch office — is
not practicable. Advertising and Sell-
ing's pages are not large enough. All
I can do is to suggest in far from
complete form, what the Selling Cost
Budget is like; and this I have done

Exporting Is Not
a Game

[CONTINUED FROM PAGE 32]

established there. It's a big State; I
want all of its trade I can get. I'm
not looking for an order for one ma-
chine from some little fellow in San
Jose who won't know what to do with
my refrigerator when he gets it; or
who will botch the installation so that
my company will get a permanent
black eye throughout neighboring
counties. I'm not giving exclusive
rights for California to the first man
from Fresno or Stockton who asks for
them; no matter what thrilling tale
he hands me of the wonders he can
work. No, sir! When I go after ex-
port business I'm going to be in dead
earnest about it, and believe me I'm
going to get it if brains and money
count. If it's worth anything, it's
worth a lot. Anyhow, I'm not at all
interested in pitching pennies for it.
"I don't mean to condemn your
method wholly." Mr. Jeremiah eon-
eluded, as Ziegfield looked both angry
and disappointed, "It may be very
good, perhaps, for some things, like
push buttons and electric switches-

I'm sure I can't judge — always pro-
vided that you are aggressive as well
as intelligent in your sales develop-
ment. That's the main thing; whether
you do it or a manufacturer does it
himself. But as for me, I guess I'll
do my own and I'll do it in much the
way that seems to work pretty well

September 22, 1926

ADVERTISING AND SELLING

0metf0

Dominates in
Retail Circulation

5000 I00OO 15000 20000 25000 30000

WO^ENS VyEAR [Daily)To(:al Circulation
Dry. Goods Economist

^eekly)To-

tal Circulation

The black section of the bar denotes retail circulation ; the
white, non-retail.

In comparing WOMEN'S
WEAR daily retail circulation
of 14,284 with the Dry Goods
Economist's weekly 12,548, it
should be borne in mind that
WOMEN'S WEAR'S circula-
tion policy is rigid — inflexibly
paid in advance at the full rate

Advertisers and advertising
agents who wish to obtain
first-hand evidence as to the
standing of apparel and textile

trade papers are earnestly ad-
vised to consult the merchan-
dise managers and other major
executives of representative
department stores and
women's specialty shops.

The supremacy of WOMEN'S
WEAR service in every branch
of the women's apparel and
dry goods trades — retail,
wholesale and manufacturing
— is not questioned by any in-
formed and impartial person.

(This is the second advertisement of a series. The third will
deal with circulation in New York — the greatest textile-ap-
parel market.)

Fairchild Publications

8 East 13th Street New York

18 branch offices in the United States and abroad

ADVERTISING AND SELLING

September 22, 1926

g^3325H5effiK5Kffi5HH52Sffi5H2S2Se5H252OTSffi2S2E5^^

"^Machine-made

Freedom''

The first of four exclusive interviews with

Thomas A. Edison

appearing in our October issue. One of the Forum

features that explains the remarkable reader

interesr and steady increase in circulation.

Member Audit Bureau of Circulations

FORUM

America' s Quality Magazine of Controversy
Z47 PARK AVENUE NEW YORK

^ HOTEL

iEMPIREJ

New York's newest and most
beautifully furnished hotel -
accomodating 1034- Quests

Broadway at 63- Street.

.vATH PRIVATE Tv,,

vP^ $250 To/i.^

ROOM WITH PRIVATE DATH-
$350

"99% MAILING LISTS"

Stockholders — Investors — Individuals — Business firms fo
every need, guaranteed — reliable and individually com-
piled.

Standard &• r r\r\ Per
Charge f J.UU Thousand

There Is no list we can't furnish anywhere,
and information on request.

Catalogs

NATIONAL LIST CO.

849A Broad St.

Newark, N. j

THE JEWELERS' CIRCULAR,

New York, has for many years pub-
lished more advertising than have
seven other jewelry journals com-
bined.

it's not merely

a "klever kut-out"

it's an

ElnTONfPEEM/ln
WINDOW DI/PMY

51 1 H. 72dSt.
Rhinelander 3960
New Yo r k C i t y

^■r

Topeka Daily Capital

The only Kansas dslly with circulation
thmout tho state. Thoroughly covers
Topeka, a midwest primary market. Olves
real co-operation. An Arthur Capper
publication.

Topeka, Kansas

here at home. No matter if my line
is a specialty requiring rather un-
usual handling, the principle remains
the same."

The Return of
the Fat -Face

[CONTINUED FROM PAGE 38]

'•To the Bride's Taste," lifted from
Fashions of the Hour, is typical of
some of the clever captions achieved
by first rate artists; but, and a second
"unfortunately," not every artist re-
lieved the heavy black with so neat a
stipple effect, and it was not many
years before we had out-and-out blacks,
such as the "Jewels" page, also from
Fashions of the Hour. The first is early
in 1924, the latter late 1925. The change
is significant. It shows the general
movement toward the fat-face type
which leers at us on every hand today.

You may recall the "Golf" cover done
by George Ilian for the District of
Columbia Paper Co.'s book of cover
stocks; it carried the idea one step
farther with its violent difference in
weight between items and serifs. Even
Didot or Bodoni would probably pass
out on looking at it. But it was smart,
and the style seemed to have caught
popular fancy. Everywhere you turned
you saw lettering along those lines, and
the typographers who claimed there was
a definite type face, and one only, for
every mood, service or product, used
these black elephants indiscriminately
for Paris opening announcements,
men's sports, furniture or what-not.

Where are we drifting? Let us pray
aloud for some Moses to lead us safely
through this black sea !

The Use of Color
in Selling

[continued from page 34]

house, a garden, a dress, a piece of
jewelry, wall paper or any other de-
signate thing.

If you can get your great color mo-
ment, your centre of interest, all else
will fall into relation. Many schemes
are ineffectual just because they are
good, mediocre balanced effects with-
out definite dynamic kick to get at-
tention. The getting of the central
thought is the biggest battle. The sec-
ond battle is to allow nothing to in-
terfere with one's effect.

The miracle of the coal tar dye has
not yet been finally unfolded. Dyes
can be like imprisoned light with the
florescent quality of rainbows. Dye-
ing and lighting and the production of
fabrics are still in their infancy.
After every war even wise men decide
that we are never again to have true
prosperity, yet they arc always wrong.
Men decide that we have reached the
end, but we never have.

September 22, 1926

ADVERTISING AND SELLING

If you want to be convinced
that STANDARD RATE
AND DATA SERVICE is
essential in selecting the
proper mediums for your
advertising campaigns — put
yourself in the place of our
present subscribers.

blicatlqt6

and Circulation Eigiu
a STAHDARO RATE & DATA SERVU
<J}u\S¥dtional tSJuMrity

USE THIS COUPON

Special 30-Day Approval Order

STANDARD RATE & DATA SERVICE.

536 Lake Shore Drive, 1920

Chicago, Illinois.

Gentlemen: You may send to us, prepaid, a copy of the current number of Standard Rate & Data Service, together with all bulletins
issued since it was published for "30 days" use. Unless we return it at the end of thirty days you may bill us for $30.00, which is
the cost of one year's subscription. The issue we receive is to be considered the initial number to be followed by a revised copy on
the tenth of each month. The Service is to be maintained accurately by bulletins issued every other day.

Firm Xame Street Address

City State

Individual Signing Order Official Position

\I)\ERTISING AND SELLING

September 22, 1926

SHALL WE CANCEL BALANCE OF WAR DEBTS?

WHAT NOW FOR THE STOCK MARKET? SEE PAGE 736

iiiiiiiniiiniiniiiiini

Impressive Facts About the Gas Industry"

Robbins Publishing Co., Inc.

9 East 38th Street New York

Dangers to Business in
the Political Outlook

By Gilbert H. Montague

Unless the warning is heeded which
the administration recently sounded in
its successful prosecution of two widely
advertised combinations in the food
industry, nation-wide investigations
into the circumstances and legality of
several recent mergers, combinations
and trade association activities may be
expected during the next year or two
from the Department of Justice, the
Federal Trade Commission and Con-
gress.

Jazz finance and a carnival of busi-
ness prosperity has led in too many re-
cent instances to a syncopation of the
most ordinary legal precautions, and
unless the present danger signals are
heeded there will certainly be a reaction
of popular and political anti-trust agi-
tation with the possibility of new dras-
tic legislation by Congress.

It should never be forgotten that it
was under the administration of Presi-
dent Taft that popular discontent with
various centralizing tendencies in
American business compelled a con-
servative Republican administration
to inaugurate the most drastic program
of prosecution ever brought in the his-
tory of the enforcement of the anti-
trust laws.

Not for a generation have the courts,
the administration and the American
public been so friendly toward busi-
ness, both big and little.

The Government's future attitude
toward business depends chiefly upon
the moderation, the discretion and the
reasonableness of American business
during the months that lie before us.

Abstract of an address before the New
Jersey Laundry Association.

Discovering America

AMERICAN store methods trans-
planted by H. Gordon Selfridge
^to his department store in Lon-
don have made a sizable lot of money
for him, and so it was reasonable that
he should make it possible for a group
of his employees to see the methods in
the original. For the trip the store
gave each member of the party $150
and arranged to lend the balance re-
quired, repayable in installments.

Labeled as "merchant adventurers"
because they believe business in this
day is as hazardous as in the times of
the Florentine Medici and the Venetian
Doges, the voyagers set sail from
Southampton for New York, with Chi-
cago as their western objective. To
the trite evaluation of travel as a
broadening experience, the Selfridge
store has offered the interesting
amendment of belief that it pays. It
would be easy to twit those English
business men on their belated discov-
ery of America if so many American's
weren't troubled with a defective na-
tional vision. — Nation's Business Mag-
azine.

September 22, 1926

ADVERTISING AND SELLING

When E. M. Statler
Read "Obvious Adams'

— He immediately ordered copies sent to

the Managers of all his Hotels

LIKE many another high-calibre business
man he recognized in the story of
■J Obvious Adams, the sound philoso-
phy that makes for business success,
whether the business be writing advertise-
ments, managing a department or running
a great metropolitan hotel.

An "obvious" man himself Statler
wanted his managers and their assistants
to see clearly just what it is that keeps a
business on the ground and makes profits.
So he sent each of them a copy of this
little book, written several years ago by
Robert R. Updegraff as a story for the
Saturday Evening Post, because he saw
that it would crystallize one of the biggest
and most important of business principles

and make it graphic and unforgettable

give it to them as a working tool.

For this same reason advertising agen-
cies, newspaper publishers, bankers and
business men in many other lines are pur-
chasing Obvious Adams in quantities at the
new wholesale prices to distribute broadly
through their organizations, to executives,
department heads, salesmen, and office
workers.

Have your people read it? Wouldn't
it be a good business investment?

Quantity Price List

500 copies or more, 40c per copy

100 copies or more, 44c per copy

50 copies or more, 46c per copy

25 copies or more, 48c per copy

10 copies or more, 50c per copy

Single copies, 55c postpaid

KELLOGG PUBLISHING COMPANY

30 Lyman St. Springfield, Mass.

ADVERTISING AND SELLING

September 22, 1926

Tlie
Advertisers' Weekly

in its issue of September 4, 1926

refers to "the interesting fact that in the ranks
of distinctly class evening papers the Boston
Transcript is practically the only survivor
of its kind among the large cities of the
country. . . .

"Nevertheless the Transcript has not only
gone on in its unique career but has steadily
increased in prominence and prosperity, a
monument to the influence of Boston's dis-
criminating public as well as to the high in-
telligence of the paper's management."

Bearing out this statement the Transcript's gain
for the first eight months of 1926 ivas:

142,357 lines of Local
Advertising

246,350 lines of National
Advertising

A Quality Article Endures

poston Cbentna transcript

Established 1830

Highest Ratio of BUYERS to Renders

\ational Advertising Representatives
CHARLES II. EDDY CO. R. J. BIDWELL CO.

Chloogo

San Fran cf ico

I .i Lngelu

Golf vs. Advertising

[CONTINUED FROM PAGE 22]

yields a profitable return. But he will
feel no obligations whatever to support
advertising as a great economic force.
He will remember that the only reason
for any business to put business money
into advertising is to sell more goods at
more profit and earn more money for
its stockholders.

IF, beyond this strict business require-
ment, there is, in the name of ad-
vertising, to be any incidental benefac-
tion to social welfare, belles lettres, or
contemporary art, he will prefer to
pay out the money in extra dividends
and let the stockholders, themselves,
have the pleasure of spending their
earnings entirely absolved of any pos-
sible business obligations.

Asked to name one class above all
others that least needs our protection,
we two writers would answer in quick
chorus, "Stockholders in business corp-
orations!" Further, the writers volun-
teer their enthusiastic conviction that
other classes notably able to carry on
without their intervention are: busi-
ness in general, advertising in general,
and big advertisers generally.

Our tiny agitation is in behalf of the
business man who takes advertising
seriously, as he does electric lights or
the parcel post. The man who has
been led to believe that advertising will
help him. It is also in behalf of many
smaller magazines and trade papers,
and of a lot of straight thinking adver-
tising managers and straight shooting
agency men, whose honest and intelli-
gent work would put them far ahead
in their profession, if only a few of
its basic principles were more clearly
defined and widely understood.

Good advertising, as a matter of
fact, is a great deal like good golf. It
isn't a matter of brute force — or of
luck. Your skillful advertiser knows
the few basic motives that govern all
human action. His trained copy writer
knows exactly the average man's re-
sponse to the various uses of printed
words. He knows exactly what he in-
tends to do with every word and sen-
tence. So, with carefully calulated ap-
peal, he makes large numbers of people
perform some simple act he has in
mind.

All "general publicity" and "institu-
tional" advertising to the contrary not-
withstanding, it follows inevitably that
the advertiser who hasn't a pretty
clear picture in his own mind of some
definite action in the other man's, will
not score any better than a golfer who
merely hits the ball and hopes for the
best. Until he himself has worked out
every angle of the play ho expects to
bring about in the minds of his readers,
he must be content to lose in the rough
the largest share of his advertising
shots.

For concluding our golf metaphor,
your really good advertising man al-
ways makes an attempt to hole out.

September 22, 1926

ADVERTISING AND SELLING

Good Will
is Service
Recognized

GOOD WILL

At Your Service

How Good Housekeeping

Maintains its Fund of Good Will Intact. How it Adds

to this Fund by Serving Sound and Expanding Business.

THE Good Will that Good
Housekeeping enjoys has
been acquired solely through
an experience of benefits re-
ceived by its readers and its
advertisers.

That Good Will is carefully
maintained. Before any prod-
uct can be advertised in this
magazine, it is investigated to
make sure that it can be guar-
anteed. In the case of foods,
drugs, toilet preparations,

household devices and appli-
ances, special laboratory tests
are made by Good House-
keeping. In the advertising of
any product in this magazine,
only fair and reasonable claims
may be made.

Therefore, every article ad-
vertised in Good Housekeep-
ing can be and is guaranteed
to our readers, and they buy
with confidence. At the same
time, advertisers in Good

GOOD HOUSEKEEPING

Chicago

New York

Boston

Housekeeping meet only fair
competition here.

Such Good Will secures bene-
fits for our advertisers that
account for this significant
situation :

During the first six months
of 1926, Good Housekeeping
carried 82 food accounts, the
second woman's magazine 58,
and the third 56.

Because Good Housekeeping
does maintain its fund of Good
Will intact, it contributes so
effectively to the expansion of
sound business.

This is the sixth in a series.

ADVERTISING AND SELLING

September 22, 1926

Advertisers' Index

(SSj^g)

[«]

Ulentown Morning Call 7ft

American Architect, The 82

American Lumberman 84

American Machinist 43

American Photo Engravers Wn

tnserl opposite 67

American Press 63

Animated Products Corp 68

Atlantic Monthly 16

[6]

Bakers' Helper 82

Bakers' Weekly 82

Balda Art Service 86

Baltimore Enamel & Novelty Co 58

Barton. Durstine &• Osborn, Inc 31

Better Homes & Gardens 57

Boot & Shoe Recorder 78

Boston Transcript 90

Buffalo Courier-Express. The 82

Building Supply News.. Inside Back Cover

Business Bourse, The 66

Butterick Publishing Co 60-61

Calkins & Holden. Iiu^ 59

Charm 81

Chicago Daily News. The

Inside Front Cover
Chicago Tribune, The... Back Cover & 102
Children — The Magazine for Parents. 62

Church Management 66

Cincinnati Enquirer, The 47

City of Atlanta 10

Cleveland Plain Dealer 100

Cleveland Press. The 41

Columbia 77

Comfort 79

Cosmopolitan. The 18

Grain's Market Data Book 68

Crane & Co 15

Crowe Co.. E. R 11

Dairymen's League News 50

Dei & Co., Ltd.. A. J 82

Des Moines Register & Tribune 37

Detroit News 94

Detroit Times 51

Distribution and Warehousing 96

Easton Express 66

Economist Group, The 39

Fin-on-Frccman Co 86

Electrograph 48

Empire Hotel 86

[/]

Forum 86

French Line 11

[f]

General Outdoor Vdvertising Bureau

Insert Bet. 66-67

Goldmann, Isaac 98

Good Housekeeping 91

Gulfporl Dailj Herald, The 81

[*]

Igelstroem Co, The 1 82

Indianapolis News. The 4

Industrial Power 80

[J]

Jewelers* Circular. The 86

[*]

Kansas City Star ft

Katz Special Advertising Agency 53

[*]

Liberty 64-65

Life 7

Lillibridge. Ray D 69-70

[m]

Market Place 93

McClure's Magazine 8

McGraw-Hill Book Co., Inc 74

McGraw-Hill Co., Inc 54-55

Milwaukee Journal. The 45

Modes & Manners 71

National Mailing List Corp 86

National Register Publishing Co 78

New York Daily News. The 35

New Yorker. The 9

[P]

Power Plant Engineering 84

Powers-House Co., The 52

Powers, John C Insert Bet. 74-75

Quality Group, The 49

Radio Corp. of America 72-73

Richards Co., Inc., Joseph 3

St. James 11 1 68

St. Louis Post Dispatch. . . Insert Bet. 50-51

Simmons Boardman Co 33

Southern New -papers \-s*n 12-13

Standard Bale and Data Service 87

Topeka Dailj Capital 86

Tulsa World 83

Wall Street Magazine 88

Weines Typographic Service 75

\\ i-h. Fred A 67

"\\ oman's Wear 85

Making 200 Lines
Do the Work of 400

By G.G. Tilfer

THE Beacon Shoe Company oper-
ates a chain of stores in sixteen
cities. For the last three months
of 1925 it was decided to double the
advertising appropriation in five of the
sixteen cities as a test of what extra
publicity would do to increase the
women's business.

After investigating several Beacon
Shoe Stores in the Middle West, the
agency recommended using the extra
appropriation in the five test cities for
an entirely different and unconven-
tional series of Policy Advertisements.
No shoe cuts were to be shown in
these Policy Ads. No attempt made to

yi&fc

Exceptional Wo

ONCE in a while a woman comes in with a fool
we cannot fit May be her foot is unusually
narrow or unusually short, or she has trouble with
her arches If we cannot fit her right, we'll tell her
to frankly rather than misfit her

This is the point: It costs money to keep "slow moving"
goods in the siorc. (Ask your husband if that isnj so.) If we
tried to keep on hand shoes we have so little call for to take
care of once in a while customers, we'd have to charge our
regular cusiomers a lot more than $6 a pair.

We'd rather risk naming away ■ once- in-a- while customer than
chaige up the extra cost of fitting her to all our other friends

We're sorry, but you see how it is.

BEACON SHOES

You can buy them at

put over the great chain store formula,
"from factory to you." No rumble of
big buying power and volume produc-
tion. Just friendly good-natured talk
signed "The Beacon Man," a sort of
composite Beacon Store local manager.
A simple neighborly sort of man who
speaks not with the condescension of
one representing some far off soulless
corporation, but out of his own little
store of daily experiences and trials. In
fact, each of the six talks in the series
was indirectly inspired by one or an-
other of the managers interviewed
among his show cases in those western
stores.

While three months is a pretty short
period to judge such an experiment in
building good-will, enough straws from
the field pointed the way of the wind to
warrant extending the use of Policy
Ads to all cities on the 1926 schedule.

September 22, 1926

ADVERTISING AND SELLING

The original six Policy Ads ran 135
lines on three columns. The regular
twice-a-week Style Advertisements 100
lines on two columns. The 1926 ap-
propriation was limited. After pro-
viding for the regular twice-a-week
Style Advertising, it looked as though
only ten Policy Ads could be included.

Everyone agreed that ten would
hardly be enough for continuity, espe-
cially in the eleven cities where none
had as yet appeared. If ten were all
they could have, someone said, better
use the space in more of the smaller
style advertisements.

"Why not reduce the Policy Ads to
the same size as the Style Ads," volun-
teered the originator of the series.

And a little judicious trimming with
the scissors, a few flourishes of the blue
pencil proved it could be done without
serious consequences. Indeed, there are
those who hold that the last state of the
Policy Ads is a decided improvement
over the first!

How Cumberland, Md.
Greets tbe Tourist

By H. A. Haring

IN Advertising and Selling for
August an article appeared entitled :
"How the Small Town Is Spreading
Out." Since the publication of that
article, my attention has been called
to what the city of Cumberland, Md.,
is deliberately doing for the purpose,
to quote the words of its mayor, "not
to drive people on through our city and
compel them to patronize roadside
booths where the food is not as a rule
handled in a sanitary manner and
where the water is usually bad."

To carry out this plan, traffic officers
hand out to tourists (or stick to the
steering wheel of their cars) police
cards as follows:

CUMBERLAND, MARYLAND

We are glad you came this way. We
greet you. Our parking laws do not
apply to tourists. Park where you can
and as long as you want. We request
that you don't park near fire hydrants
and don't speed through our streets. If
any one in our city overcharges you,
please report to the authorities.

We want yon to come again.

Cumberland's streets are narrow as
is usual with century-old towns. They
are, further, broken by the heavy
grades of its mountainous location, and
made crooked by the rivers that inter-
sect the city. Parking is, therefore,
even more of a problem than for the
ordinary city of 35,000, and yet the
police department is "contemplating
cutting down the parking time of local
cars on the main street to 10 minutes"
so as to "make more room for tour-
ists." That city, in a word, is attempt-
ing to hold its own in catering to the
motorists' trade by check-mating the
"spreading out" of smaller towns in the
neighborhood.

Rate

for advertisements inserted in this department is 36 cents a line-
charge $1.80. Forms close Saturday noon before date

-6 pt. type,
of issue.

Minimum

Position Wanted

Copy Writer or Advertising Manager — Availa-
ble. 9 years with an agency, 1 year as Adver-
tising Manager, 33 years copy writer covering
a variety of products. Age 37. Address Box
No. 421, Advertising and Selling, 9 East 38th
St. New York City.

WOMAN WRITER seeks position on publica-
tion specializing on subjects of interest to
women ; has edited woman's page for prominent
metropolitan newspaper ; has served as feature
writer for _ newspapers and magazines; has been
fashion editor for well known fashion magazine.
(Whole or part time.) Box No. 413, Advertis-
ing and Selling, 9 E. 38th St., New York City.

Willing worker with grit and originality, wants
position^ with advertising agency or advertising,
production or sales department of mercantile
concern. American, 29, college and advance
courses on Advertising. Six years' experience
in letter writing and selling (not space). Am
the kind that would rather do work in which I
am interested than to be continually entertained.
Will stick with right concern. Low starting
salary. Address Box No. 423. Advertising &
Selling, 9 East 38th St., New York City.

A SALES PROMOTIONIST

With two years' experience in 4-A Agency,
and five years of planning, writing and pro-
ducing direct-mail, publication, display and
dealer advertising for two leading manufacturers.
Highly successful editor of house magazines. A
record of effective personal selling of advertis-
ing plans and ideas. For the manufacturer wish-
ing a man to devise effective sales promotion
and advertising plans and sell them to his organi-
zation and customers — or for the agency wishing
a seasoned executive for plan, copy and con-
tact, this man will bring a keen intelligence,
ability to cooperate effectively and a wide ex-
perience. He is now employed as advertising
manager but is more interested in the oppor-
tunity being unlimited than in a large ini-
tial income. He is married, 36 years old,
college educated. Christian. For an interview
address Box No. 416, c/o Advertising and Sell-
ing, 9 E. 38th St., New York City, N. Y.

Help Wanted

WANTED
ADVERTISING SERVICE EXECUTIVE

By High-class, well-established advertising ser-
vice corporation. This position offers an ex-
cellent opportunity for growth with a young,
rapidly developing organization in the Middle
West.

Applications treated with strict confidence and
no investigation made without permission.
Address: Box 415, care of Advertising & Sell-
ing 9 E. 38th St., N. Y. C.

Help Wanted

WANTED — Eastern publishers' representatives
for California Petroleum publication. Box No.
410, Advertising & Selling, 9 E. 38th St., New
York City.

Business Opportunities

There is an opening for a high grade Sales Mana-
ger. A staple article has been improved in qual-
ity and method of production. It can be made
for less and sold at the same price as the old
kind, although better. The consumption is large
— big enough to satisfy anyone. An unique sales
plan has been worked out, due to its new make-
up. Twenty-five thousand cash required, and
the first year's operation should net more than
this for your share. That's not all the story,
the production can be steadily increased.
This is an exceptional opening for an exceptional
man with bank and personal references. Box
No. 420, Advertising and Selling, 9 East 38th
St., New York City.

Representatives

WESTERN REPRESENTATIVES
FOR PUBLICATIONS

Do you want orders or do you merely wish to
lie represented? We represent by sending in
orders. We cover the entire Western Territory.
If interested, address Box No. 418. Advertising
& Selling. 9 East 38th St., New York City.

Old established Pacific Coast weekly trade news,
paper, representing basic industry, has 115
prospective advertising calls in New York City,
85 in Chicago, 88 in Pennsylvania. 85 in Ohio,
51 in Missouri. All large industrial accounts.
Wants responsible publisher's representation in
each of these states. No allowances, no ad-
vances, .straight commission. A sincere sales
effort will build a substantial monthly income.
Box 422, Advertising and Selline. 9 East 38th
St., New York City.

Multigraphing

Quality tad Quantity Uultignphiac,

Addreeainc, Pilling In. Folding, Etc.

DEHAAN CIRCULAR LETTER CO.. INC.

120 W. 42nd St.. New York City.

Telephone Wia. 54S3

ADVERTISING AND SELLING

September 22, 1926

Win the Detroit
Radio Market

By Employing an Accepted
Radio Medium— The News

Perhaps no other newspaper anywhere has so complete an interest for radio listeners as
The Detroit News in Detroit, for this paper was the first in America to broadcast regular
radio programs. This initiative and the subsequent splendid programs broadcast daily by
WWJ have won for The News a radio audience depending on it for all the interesting devel-
opments in the radio world. Over 20,000 letters were received by The Detroit News radio
department during the first half of this year, not to mention the thousands of letters sub-
mitted to other departments for reply which came in response to special features broadcast
via WWJ. Such voluntary response plus the wonderful coverage of The News — the most
thorough in any city of Detroit's size or larger — point the way to radio advertising success.
Grasp it.

Radio Advertisers Choose News

During the first 6 months of 1926 The News led the second medium in radio
advertising by 184,772 lines as shown below.

News 288,946 Lines

Second Medium 104,174 "

News Lead 184,772

The Detroit News

Detroit's HOME Newspaper

Issue of September 22. 192b

The NEWS DIGEST

A complete digest of the news of advertising and selling is here compiled
for quick and convenient reference 5^ The Editor will be glad to receive
items of news for inclusion in this department &* Address Advertising
and Selling, Number Nine East Thirty-eighth Street, New York City

CHANGES IN PERSONNEL

Bennett H. Horchler.
William H. Matlach..
Liberty Cahrman

Name Former Company and Position

Ralph S. Butler Devoe & Raynolds Co., Inc., New York..

Adv. Mgr.
Thomas P. Collins. ... "The Milwaukee Journal," Milwaukee, ...

Wis., Pro. & Service Mgr.
Lewis W. Herzog The Milwaukee Journal," Milwaukee, ..,

Wis., Ass't Mgr., Pro. & Service Dept.
John Dally "The Milwaukee Journal," Milwaukee, ..

Wis., Copy
J. B. Murphy J. D. Wallace & Co., Chicago

Ass't Sales Mgr.
John H. Conway "Chicago Journal of Commerce,"

Chicago, 111., In Charge of Auto Adv.
Frederick West "Chicago Journal of Commerce,"

Chicago, 111., Adv. Dept.
."Automobile Topics" New York

Adv. Dept.
."Daily Journal," East St. Louis, 111

Display Adv.
.R. H. Macy & Co., New York, Adv. Staff.
William Wolfe -Advance," Staten Island, N. Y

Vice-Pres. and Business Mgr.
H. K. Ambrose Topics Publishing Co.. New York

Make-Up Mgr.
Charles A. Durling ...William T. Mullaly Agcy., New York ...

John K. Rich Blackett and Sample, Inc., Chicago

C. C. Prather The India Tire & Rubber Co., Akron...

Ohio, Div. Sales Mgr.
Francis W. Orchard ..The Butterick Publishing Co

Western Adv. Dept.
Josephine Newton ....Brandeis Stores, Omaha, Neb., Adv. Dept.
W. A.Zimmerman . . . . Shuman-Haws Adv. Co., Chicago

Vice-Pres.
R. E. Mulvogue General Motors Truck Co., Pontiac, Mich.

Ass't Adv. Mgr.
George G. Marr Cleland-Simpson Co., Scranton, Pa

Adv. Mgr.

S. M. Elam Sterling Adv. Agcy., New York

Willis D. Leet Distribution Service, Inc. Chicago, Mgr..

William Zwietusch . . . .Crowell Publishing Co., Adv. Rep

H. A. Ruby 'Times," Louisville. Ky

H. A. Layport 'Gazette," Lima, Ohio

Clark C. Altman illustrated Daily News," Los Angeles.

Cal., Ass't Adv. Mgr.

Francis Odone Beneficial Operating Bureau. New York. .

R. A. Rawson Stutz Motor Co.. Indianapolis,

Vice-Pres. & Msr.
C. F. Chatfield Barron G. Collier.' Inc., New York

District Sales Mgr.
M. D. Jerdee Twin City Ad Service, Minneapolis. Minn

\ow Associated With Position

Postum Cereal Co., New York Adv. Mgr

Same Company Adv. Mgr.

Same Company Mgr., Pro. & Service Dept.

. Same Company Ass't Mgr., Pro. & Service

Dept.
. Same Company, New York Sales Mgr.

. Same Company Dir. of Adv.

. Same Company Adv. Mgr.

.C. J. Nuttall, New York Sales Staff

Illinois Power & Light Corp., East... Sales & Adv. Mgr.
St. Louis Div.

. Hicks Adv. Agcy., New York Acc't Executive

.Wales & Wolfe, New York In Charge of Eastern Office

.Same Company Ass't Adv. Mgr.

Frank Kiernan Adv. Agcy, New York. Acc't Executive
Joseph Richards Co., Inc., New York. <4cc't Executive
Same Company Gen. Sales Mgr.

.Gardner Adv. Co., St. Louis, Mo Executive Staff

.The Stanley H. Jack Co., Omaha, Neb. Copy

.The Green, Fulton, Cunningham Co... Acc't Executive

Chicago
.Same Company Adv. Mgr.

.Munyon Remedy Co., Scranton, Pa...^<*". and Sales Mgr.

.Emil Brisacher & Staff. San Francisco. Copy

."Distribution & Warehousing" Western Mgr.

Chicago

.The Geyer Co., Dayton, Ohio ^cc't Executive

.The Geyer Co., Dayton, Ohio Publicity

The Geyer Co., Dayton. Ohio Publicity

.Same Company Adv. Mgr.

.Bissell & Land, Inc., Pittsburgh. Pa. Copy Chief
.Elcar Motor Co., Elkhart, Ind Sales Mgr.

W. R. Neahr Etheridge Co., Grand Rapids, Mich.

M. H. Aylesworth National Electric Light Ass'n

Managing Dir.
G. F. McClelland Station WEAF, New York, Mgr. ...

Harry E. Pocock -Times," Buffalo, N. Y„ Ass't Adv. Mgr.

Frank W. Fagan W. & J. Sloane, New York, Ass't Adv...

Mgr., Wholesale Div. .

Paul C.Smith Campbell-Ewald Co.. Detroit

Carlton B. Stetson Boyce-Veeder Corp., Long Island City, .

N. Y.

Herbert Wyman Hanff-Metzger. Inc.. New York

Hugh M. Smith Frank kiernan & Co., New York

K. H. Dixon R. R. Donnelley & Sons Co.. Chicago...

Mgr., Sales Seri'ice Dept.

J. \ . LaCerra Charles F. W. Nichols Co.. Chiiaao

Harry L. Williams General Printing Co., Chicago. Vice-Pres

John Aikman The Operadio Corp.. Chicago

Resigned

.Minneapolis Heat Regulator Co., Adv. Dept.

Minneapolis

.The Cargill Co.. Grand Rapids Sales Staff

.National Broadcasting Co., Inc Pres.

New York
.National Broadcasting Co., Inc., Vice-Pres. & Gen. Mgr.

New York

.Same Company Adv. Mgr

.Same Company Adv. Mgr., Retail Div.

. Willard H. Bond. Inc., New York Vice-Pres. in Charge of Sale*

.X-Laboratories, Inc.. New York Adv. Mgr

."Own Your Own Home," New York. .Adv. Staff

.Same Company Head of Radio Dept.

.F. L. Chapman Co., Chicago.

Vice-Pres. in Charge of Sales

.H. E. Lesan Adv. Agcy., New York.. .Space Buyer

.The Caples Co., Chicago Member of Staff

.Johnson Motor Co., South Bend. Ind. Ass't Adv. Mgr.

\l)\ ERT1SING AND SKLLING

September 22, 1926

The national mouthpiece
of a billion dollar industry

For twenty-five years DISTRIBUTION
AND WAREHOUSING has been the
recognized spokesman of the Public
Warehousing Industry — the acknowledged
authority of the most highly organized busi-
ness of this nation — a position gained
through that most coveted channel — CON-
SUMER ACCEPTANCE.

Throughout America, every commercial center, every city, every
hamlet, every port of large or small consequence is indissolubly
bound into a vast network of distributing and receiving sources with-
out which the commerce of this country could not function.

This huge industry — literally the heart of the nation — reaches
through its tributaries every nook and corner of the commercial
world — forming a market of tremendous scope.

As the national mouthpiece of this billion dollar industry, Distribu-
tion & Warehousing not only exerts a powerful influence but is the
direct access to this immense market, rich, fertile and highly profit-
able to all manufacturers fabricating products necessary to its daily
requirements.

Household I ioods Storage, Merchandise Storage, Cold Storage.
Shipping, Distributing, Handling, Forwarding — all comprise needs
that manufacturers must fill and that compose a potential market
equivalent to hundreds of thousands of dollars of profit.

Your message in the 1927 Annual Warehouse Directory issue,
which is the January edition of this national magazine, will reach
every representative Warehouseman in the United States and Canada.
The prestige of Distribution & Warehousing carries with it con-
sumer interest that cannot be obtained in any more direct or secure
way.

This Annual Warehouse Directory Number is a reference book used
by hundreds of subscriber consumers almost daily throughout the
year. No better medium is available to you than the authoritative
business paper of the Warehousing Industry.

Published II

249 tt.-i «"ih Mr.-
New \ nrk. V V

Innouncenteni it hare made *./ i/tr appoint-
ment tif Mr. Willis U. I.rrl at H. ■>!.■*„
Manager »»/ Dittrlbution and " arahouting
Publications, Inc, with head 'quarter* in the
lfii\ Building, Chicago.

DISTRIBUTION

AND

The Builntn Pap*

reborn* Industry

Chicago Office
ISO? OUl II, .,1.1,,,

Chloaio, III.

September 22, 1926

ADVERTISING AND SELLING

• The NEWS DIGEST •

& Selling

Sept. 22, 1926

e5i6

Name

CHANGES IN PERSONNEL {Continued)

Former Company and Position Now Associated With

Position

Gordon M. Kreft James Bayne Co.. Grand Rapids, Mich. . . .Byington Studios, Grand Rapids Art Staff

Art Staff

Jeff Barnette '"Chronicle," Houston. Tex "Press," Houston Adv. Dept.

John P. H. Perry Turner Construction Co., New York Same Company, Chicago Vice-Pres. in Charge o/

Vice-Pres. in Charge of New Business Western Operations

Guy Baker Kaffee Hag Corp.. Cleveland, Adv. Mgr...rl. N.White Music Co., Cleveland. .. Sales & Adv.

James G. Orr New York Telephone Co., New York Highway Lighthouse Co., New York. . Mgr., Eastern Div.

Arthur Raff Indian Packing Corp., Chicago, Adv. Mgr. .E. & A. Opler, Inc., Chicago Adv. Mgr

J. Bain Thompson Benjamin & Kentnor Co.. New York "New York Evening Graphic" Nat' I Adv. Staff

Edwin T. Burke "Automotive Daily News," New York "New York Evening Graphic" Adv. Staff

William T. Metz "New York American" "New York Evening Graphic" Classified Adv. Mgr.

S. L. Honig Seldon Adv. Co., St. Louis, Mo Plapao Laboratories, Inc., St. Loui^. Adv. Mgr

B. Flynn Berkey & Gay Furniture Co., Grand Luce Furniture Shops, Grand Rapids. Vice-Pres.

Rapids, Mich., Sales Mgr.

Norwood Weaver F. J. Ross Co., Inc., New York, Vice-Pres. .Calkins & Holden. Inc.. New York. . Executive Staff

M. H. Pettit The Simmons Co., New York & Kenosha, .The Nash Motors Co., Kenosha, Wis. .Vice-Pres. & Gen. Mgr.

Wis., Vice-Pres. & Gen. Mgr.
William A. Forbes . ...Lamont Corliss & Co., New York Platt-Forbes Service, Inc., New York. Treas.

Ass't Sales Mgr.

Rutherford H. Piatt. Jr. Piatt Service. Inc., New York Platt-Forbes Service. Inc., New York. Pres. & Sec'y

Fred G. Wolf The Blackman Co., New York, Prod. Mgr. .Quality Photo Engraving Co.. Inc. . .Treas.

New York
Frank J. Fahey "Plain Dealer," Cleveland. Ohio George L. Cramer, Inc., Cleveland ... In Charge of Adv.

Adv. Dept. Ohio
Edward M. Heery Winchester Repeating Arms Co., Steddiford Pitt Co., New Haven Office & Prod. Mgr.

New Haven, Conn.

Paul D. Lovett Mack Trucks, Inc., New York, Sales Pro. . .General Motors Export Co., Adv. Div.

New York

F. E. O'Neil Phillips-Jones Corp., New York Faultless Nightwear Corp., Balti- . . . .Sales Mgr.

Ass't to Eastern Sales Mgr. more, Md.

G. S. Tracy National Acme Co., Cleveland. Adv. Mgr. .McGraw-Hill Pub. Co., New York... Copy & Research

E. C. Bowers Wickwire-Spencer Steel Co., New York. . .Same Company Pres.

Vice-Pres.

Noel C. Breault "Union," New Haven, Conn., Adv. Mgr.. ."Times," New Bedford, Mass Adv. Mgr.

S. M. Mirch .... ... Fairchild Co., Chicago "Southern Dry Goods Merchant" . . . . ir'esfern Rep.

James L. Hutchison ..Blackett & Sample. Chicago Erwin, Waser & Co., New York ... .Member of Staff

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS

Name

A ddress

Product

Now Advertising Through

* Colgate & Co

Sohmer Piano Co

Sterilac Co

J. E. Caldwell & Co

The Chicago Solder Co

North Star Granite Co

The Standard Mailing Machines Co.
The Liberty Electric Corp

The Dalquist Mfg. Co.

A. Mirenta & Co

Dr. Thompson Steral Tooth Brush Co

Minter Bros

Raymond Concrete Pile Co

The Rome Co

R. W. Osland

The Flako Products Corp

In.

La Salle Products, Inc

Simplex Automotive Distributo

Borderland-Climate Club

Easymake Food Products Co., Inc..

Southeastern Bond & Mortgage Co.

Abbey-Scherer Co

Phinney-Walker Co

Ottawa Mfg. Co

The Sevmour Products Co.
West Co

New York Cosmetics & Perfumes. .Young & Rubicam, New York

New York . .-. Pianos George Harrison Phelps, Inc., Detroit

No. Chicago, 111 "Sterilac" Disinfectant .. .Frank B. White Co., Chicago

Philadelphia Jewelry N. W. Ayer & Son, Philadelphia

Chicago Solder & Metal Menders. Aubrey & Moore, Inc., Chicago

St. Cloud, Minn Granite Ward H. Olmstead, Inc., Minneapolis

Everett, Mass Office Appliances The Spafford Co., Inc., Boston

Stamford, Conn "Ful-Wave" Radio The Carter Adv. Agency, New York

Battery Charger
South Boston, Mass Boilers & Hot Water .. .Day. Bogert Co., Boston

Systems

Tacoma, Wash Drugs J. F. Held Adv. Agcy., Seattle, Wash.

Toledo, Ohio Tooth Brushes Campbell Adv. Service, Detroit

Philadelphia "Kid Boots" Candy Bar. Edwards, Ewing & Jones, -New York & Phila.

New York Concrete Piles Wilson & Bristol, New York

Chicago Beds & Bed Springs, etc. George Batten Co., New York

New York Radio Accessories The Evander Co., New York

New Brunswick. N. J. .. ."Flako" Pie Crust &. ..Edwards, Ewing & Jones, New York & Phila.

"J'ffy Gems"

St. Paul. Minn "Eden" Toiletries Woolf-Gurwitt Adv. Agcy., Chicago

Chicago . . .' Automobile Accessories . Woolf-Gurwitt Adv. Agcy., Chicago

Douglas, Ariz Resort H. K. McCann Co., Los Angeles

Charlotte. N. C "Easymake" Cocoa Elias C. Lyndon, Inc., Charlotte, N. C.

Desserts

Charlotte, N. C Finance Elias C. Lyndon, Inc., Charlotte, N. C.

Detroit IV ire Mesh Products. ...AUman Adv. Ag'cy, Detroit

New York Automobile Clo 1< Grant & Wadsworth, New York

Ottawa. Kans Gasoline Engines, Saw. . . Loomis-Potts Co., Kansas City, Mo.

Rigs, Etc.

Seymour, Conn Fabricated Metal Prod. . .Steddiford-Pitt Co., New Haven, Conn.

Seattle, Wash Clam Shetl Grit Honig-Cooper Co., Seattle. Wash.

•The George Batten Co. will continue to direct the advertising of Ribbon Dental Cream, soaps ami shaving preparations.

<>8

ADVERTISING AND SELLING

September 22. 1926

A "More-Than-Printing" Plant

An active proprietorship extending over two generations
unbrokenly for more than fifty years.

"More-than-printing" salesmen who fully appreciate that
the intent of printing is paramount over paper, type and ink.

"More-than-printing" clients, among whom we are happy
to number —

Durant Motors, Inc.

Inecto, Inc.

Seeman Brothers, Inc.

Stewart 8C Co.

Arnold, Constable 8C Co., Inc.

American Institute of Banking

Corn Products Refining Co.

National Carbon Company, Inc.

Hampton Shops

Lionel Corporation

United Cigar Stores Co. of America

Colonial Radio Corporation

Those whom we serve say that we operate one of the
most thoroughly efficient large printing plants in America.
And what is still more important, they say that the "man-
power," from executives down, more than matches the ma-
chine-power in accomplishment.

AND NOW — on that groundwork we have superimposed
an exclusively creative service. While a new departure in the
Goldmann organization, the new department is composed of
a personnel with a special forte for creating practical ideas
supported by plans with structural-steel backbones.

A Goldmann "more-than-printing" salesman will call at
your request — minus presumption on our part — minus obli-
gation on yours.

ISAAC GOLDMANN COMPANY

80 Lafayette Street

Established 1876
Worth 9430

New York City

September 22, 1Q26

ADVERTISING AND SELLING

A dvertisins

& Selling ♦

The NEWS DIGEST

Issue of
Sept. 22, 1926

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS (Continued)

Name

Address

Product

Now Advertising Through

Lewis Travel Service Seattle, Wash Travel Bureau Honig-Cooper Co., Seattle, Wash.

Abraham Fur Co St. Louis, Mo Raw Furs Brookland & Moore, Inc., St. Louis

Coudurier. Fruclus & Desclier Paris, Lyons, France. . . .Silks Hicks Adv. Ag'cy, New York

& New York

Dunbar-Dukate Co New Orleans. La "Dunbar" Shrimp Martin-Gessner Adv., Inc., New Orleans

Erie Chamber of Commerce Erie, Pa Commerce H. K. McCann Co.. Cleveland.

Holorib. Inc Cleveland, Ohio Complete Insulated Paul Teas, Inc., Cleveland

Roof Units

Ferranti, Inc New York Radio Transmitters Evans, Kip & Hacketl, Inc., New York

Brandle & Smith Philadelphia Safin Finish Hard United Adv. Ag'cy, New York

Candies
Burnee Corp New York "Nedick's Orange Joseph Richards Co., Inc., New York

Drink"

The Helbein-Stone Co., Inc New York Jewelry Churchill-Hall, Inc., New York

Cleveland Brake Co Cleveland, Ohio Brake Linings Richardson-Briggs Co., Cleveland

National Warm Air Heating & Ven-. . Columbus, Ohio Ventilating Units Richardson-Briggs Co., Cleveland

tilating Co.

Rossman Rim Co Cleveland Automobile Rims Richardson-Briggs Co., Cleveland

Niagara Metal Stamping Co Niagara Falls, N. Y "Premax" Products Paul Teas, Inc., Cleveland

Brooklyn Chamber of Commerce ...Brooklyn, N. Y Exposition of Brooklyn. Doremus & Co., Inc., New York

Industries
The San Diego-California Club San Diego, Cal Resort .., H. K. McCann Co., Los Angeles Office

We wish to modify the statement recently published in The News-Digest with reference to the advertising account of the Cord Meyer
Development Co. of Forest Hills. The major portion of this account is being handled by The Harry R. Gelwicks Co. of Long Island
City, but parts of it are handled by Wilson & Bristol, New York.

Name

'•The Building Material Merchant'

NEW PUBLICATIONS

Published by Address First Issue Issuance Page Type Size

.The Arnold Pub. Co. ..410 No. Mich. Ave., Chicago. . Sept. 15. 1926. Monthly ..AV2\1

NEW ADVERTISING AGENCIES AND SERVICES, ETC.

Wales & Wolfe 280 Madison Avenue, New York Publishers' Repre-. .William Wolfe and Franklin Wales

sentatives

The Associated Advertising. .Jacksonville, Fla Advertising Agency. James Baker, Pres.; Arthur Sibhring.

Agency Sec'y; and F. Hammett. VicePres.

Platt-Forbes Service, Inc New York City Advertising Agency .R. H. Piatt. Pres. and W. A. Forbes.

Treas.

Davies, Dillon & Kelley ....Kansas City, Mo Publishers' Repre- .Geo. W. Kelley, Oscar G. Davies and

sentatives Geo. F. Dillon

The Dayton Advertising Dayton. Ohio Advertising Agency. G. W. LaRheir and G. E. Heisman

Agency

PUBLICATION CHANGES AND APPOINTMENTS

"Our Sunday Visitor," Huntington, Ind Appoints Hervey & Durkee, New York as its Eastern Advertising Representative

"Daily Citizen," Hollywood. Cal Appoints M. C. Mogensen & Co., San Francisco, as its National Advertising Repre-
sentative

"Free-Lance" and the "Star," Fredericksburg. .Have been merged into the "Free-Lance-Star"
Va.

"Herald," Ridgewood, N. J Will be published as a semi-weekly on Tuesday and Friday, changing from a Thurs-
day weekly.

"Evening News," Bridgeton, N. J Appoints the New Jersey Newspapers. Inc., as its Foreign Advertising Representative.

"Lumber World Review." Chicago Has been sold to A. R. Kriechbaum, president of the Krierhbaum Publishing Com-
pany, St. Louis. Mo.

"World." Tulsa. Okla A morning paper, has started publication of an evening edition.

"Eagle-News," Poughkeepsie, N. Y Appoints Powers & Stone, Inc., New York, as its National Advertising Representative.

"Florida Grower." Tampa Announces that effective Jan. 1, 1927, its page size will be changed from 9x12 to

9%xl2M(.

"Novelized Movies," New York Appoints Sam J. Perry, New York, as its National Advertising Representative.

"The Youth's Companion." Boston Appoints Leonard Drew as its publisher.

"The Outlook," New York Appoints F. E. M. Cole, Inc., Chicago, as its Western Advertising Representative.

"Southern Poultr\ Journal." Montgomery. Ala. .Has been sold to the "Dixie Dairy and Poultry Journal." Nashville, Tenn. Sub-
scription lists ami good will have been taken over by the latter magazine.

100

ADVERTISING AND SELLING

September 22, 1926

If its foods you want to put
in Northern Ohio homes ~

^**<*m3ti/

then like the Salmon
Packers and dozens of
others you can do it with
the Plain Dealer ALONE

A year ago pink salmon didn't have a chance in
Northern Ohio. This was a red salmon market —
one of the country's best.

Then the Associated Salmon Packers began to
advertise. From their headquarters in Seattle,
they chose a great list of leading dailies to pro-
mote pink salmon sales.

Every advertisement since the start has carried
a coupon. Every paper that remained on the
schedule has held its place on the basis of direct,
traceable returns.

Week after week the Associated Salmon Packers
are using the Plain Dealer — and only the Plain
Dealer in Northern Ohio. And this great 3,000,000
market is one of the three or four leaders in re-
turns. Northern Ohio has been solil on pink salmon
in one short year through the Plain Dealer alone!

Look over the schedules of Fleischmann's Yeast, Fould's Macaroni, Hires Extracts, Royal Baking
Powder, Tao Tea, White Rock and many and many another acknowledged advertising success and
you'll find it's the Plain Dealer alone in Northern Ohio.

By putting scores of products on grocers' shelves — by moving great quantities of these selfsame
products into Northern Ohio homes — the Plain Dealer has definitely proved itself the most pow-
erful food medium between New York and Chicago.

Here in Northern Ohio your advertising concentrated in the Plain Dealer will do the job far more
effectively and far more economically than if you split your appropriation among two or more
newspapers.

If further facts will help you in framing your schedule, wire, write or phone for a Plain Dealer
representative to come to your office.

Ok Cleveland Plain Dealer

in Cleveland and Northern O/z/o-ONE Medium ALONE "One Cost Will sell it

J. B. WOODWARD

110 E. 42nd St.

New York

WOODWARD & KELLY

350 N. Mich. Ave., Chicago

Fine Arts Bldg.. Detroit

R. J. BIDWELL CO.

742 Market St.. San Francisco. Cal.

Times Bldg.. Los Angeles. Cal.

R. J. BIDWELL CO

White Henry Stuart Bldg

Seattle. Wash.

September 22, 1926

ADVERTISING AND SELLING

101

A dvertising
& Selling

♦ The NEWS DIGEST • ^1%6

eSi6

MISCELLANEOUS

H. E. Lesan Adv. Agcy., Inc., New York Has absorbed the fm. Mullally Co., Inc., New York

Hess & Smith Studios, Cleveland Name changed to the Calmore Studio

Honig-Cooper Co., with offices in San Francisco.
Los Angeles, Portland, Chicago and New
York, and Arnold-Kraft, Inc., Seattle and

San Francisco. Advertising Agencies Have consolidated. The name will be Honig-Cooper Co.

F. Mayer Boot & Shoe Co.. Milwaukee. Wis. . .Name changed to the Calmore Studio

Ovington's, New York ■. . .Has opened a gift shop in Chicago.

Frigidaire Corp Has been incorporated as a new General Motors subsidiary under the laws of Dela-
ware to take over the distribution and sale of electric refrigerators manufactured
by the Delco-Light Company.

Aver & Slreb and Yerger & Yerger, Have consolidated, the new name being, Ayer, Yerger & Streb, Inc.

Rochester, N. Y.

'"Daily Record-Abstract," Portland. Ore Name changed to the "Daily Journal of Commerce."

The India Rubber Publishing Co., New York. .Has become a division of Edward Lyman Bill. Inc., New York

The Winchester Repeating Arms Co., New... Has combined with the Geo. W. Dunham Corp., Utica, N. Y. Louis K. Liggett heads
Haven, Conn. the new Board of Directors.

National Broadcasting Co., Inc Has been organized at New York as a subsidiary of the Radio Corp. of America to

have control of station WEAF which it recently bought from the American
Telegraph & Telephone Co.

CONVENTION CALENDAR

Otga»ization Place Meeting Date

Financial Advertisers Ass'n Detroit (Staller Hotel) Annual Sept. 20-24

National Publishers Ass'n Shawnee-on-Delaware, Pa. ( Buckwood Inn) . Annual Sept. 21-23

National Retail Dry Goods Ass'n Chicago (Hotel Sherman) Autumn Sept. 28-30

(Sales Pro. Div.)

Art-in-Trades Club New York (Waldorf Astoria Hotel) Annual Sept. 28-Oct. 27

(Except Sundays)

Window Display Adv. Ass'n New York (Pennsylvania Hotel) .'Annual Oct. 5-7

British Advertising Convention Manchester, England Annual Oct. 6

(Manufacturers Session)

The Seventh District Convention of Tulsa, Okla Annual Oct. 10-12

the International Advertising Ass'n ■

The Eighth District Convention of Minneapolis, Minn. (New Nicolett Hotel) . .Annual Oct. 11-12

the International Advertising Ass'n •

American Management Ass'n Cleveland Autumn Oct. 11-13

Outdoor Adv. Ass'n of America Atlanta, Ga. (Biltmore Hotel I Annual Oct. 18-22

(Posters & Painted Bulletins)

Direct Mail Adv. Ass'n (International) . .Detroit (New Masonic Temple) Annual Oct. 20-22

Audit Bureau of Circulations Chicago (Hotel La Salle) Annual Oct. 21-22

Tenth District Convention of Beaumont, Texas Annual Oct. 24-26

the International Advertising Ass'n

American Ass'n Adv. Agencies Washington, D. C. ( Mayflower Hotel) . . . .Annual Oct. 27-28

First District Convention of the Inter-. .Worcester, Mass Annual Nov. 8-9

national Advertising Ass'n w

Ass'n of National Advertisers, Inc Atlantic City (Hotel Ambassador) Annua Nov. 8-10

Associated Business Papers, Inc New York (Hotel Astor) Annual N ov. 8-10

International Adv. Ass'n Denver, Colo Annual June 5-10, 1927

Name

Frank L. McGrath

DEATHS

Position Company
Advertising Manager

Times," Buffalo, N. Y.

Date

....Sept. 3, 1926

102

V1)VKRTISI\<; AND SKLLING

September 22, 1926

IP,

1/77/ the growing trend towards individual market analyses and
- the use of newspapers by national advertisers the Business Survey
of The Chicago tribune present) on this page highlight} and minutiae
of zone marketing, the Chicago Territory, and of 1 he Chicago I ribune.

Fro m

the

"Then it's Tommy this, an Tommy that, an

' Tommy 'ow's your soul?'
But it's ' Thin red line of 'eroes,' when

The drum begins to roll."

1 N a mechanical age and in one in which in-
dustry and commerce have swept humanity
up to "sweeter, cleaner airs" it is passing
strange that statecraft should continue to
strut the pages of history in solitary splendor.
The battles of commerce and the triumphs of
science are more epic and more leavening than
intrigue and the yeasty ambitions of another
grand vizier.

One-fifth of America

"The hunt for a market for any product
is a hunt for certain kinds of people. People
who are able to buy. and who are wilting to
buy. and also ready to buy are the ones to
be located for the purpose of successful ad-
vertising effort."

— Paul T. Cherington.

The Chicago territory on practically all
brines of production, distribution and re-
sources, has one-fifth of the national total.
Within reasonable limits one may say defi-
nitely that on any selected line Zone 7 will
produce one-fifth of the national sales volume.

With one-fifth of the resources and buying
activity located in the Chicago temtorv the
manufacturer should be getting at least one-
fifth of his national volume in these same five
states. Are you?

And, if national advertising is figured as a
pel cent of national sales, then Zone 7 adver-
tising should sit in for the same per cent of
Zone 7 sales. If one-fifth of the total business
comes from the Chicago territory, then one-
fifth of the total advertising ought to be put
to work here.

'IONAI.ITIS

"He |a manufacturer! wanted to ex-
tend to the Inhabitants of every hamlet
the boon of being able to buy his
product. 'Let not even a crossroads
store escape us.' might well have been
his slogan." William R . BaSSC t,
President, Miller, Franklin, Basset &
Companv .

Viscosity

Tin concept of human isolation is an
erroneous theory, I he gnarled toots of
men, tormented ami titillated, reach down
into a common earth. Age, languorously

Tribune
Tower

aloof, may simper in its exo-skeleton. But
where brawly youth is, vigorous and majestic
in stride, the roots go deep and wide and
crack the distant pavements.

The loam of the Chicago territory is rich
and perfumed with youth. 1 hrough it pulse
the desires and expansion of commercial life.
The roots entwine and common interests join
together the five states.

No less than men are cities and states, for
they are but men. A market is but a region
surrounding a city. It may be ten miles wide
or three hundred. There is no set caliper deci-
mal to squeeze it in. The vigor of the city,
the central force that draws about itsell the
clustering farms and villages, may burst its
municipal tether, bound only in locality by
its own influences.

Arabia guards its justice. 1 wo eyewit-
nesses ofa crime must testify in tin trial
for a conviction. To guarantee tin veracity
of their recitals, they themselves arc tested.
An imam lightly and briefly applies a strip of
white-hot metal to the tongues of each.
The salivary glands of the just How copiously
and render him confidently immune! I i inn

parches the mouth of a false witness so that

the tongue is burned and justice is protected.
Before the business bar there is no holj
imam to apply the test of heated metal to ad-
vertising plans. The Williams Oil-O-Matic
Heating Corporation sought in vain. Craven
tongues curled back reluctantly. But in a
plan pupared In The Chicago Tribune the)
found the method and the proof. -

Red Heroes One-fifth of America. . . .

Viscosity Nationalitis Arabia

" Dusk gray, sky kissed "... Ciood Hunting

TOJVER

The company originated in 1918. Five years
of steady effort brought its 1923 sales to
§1,112,000 in its home territory — what they
are pleased to call "the Chicago district." This
included the states of Illinois, Indiana, Iowa,
Michigan and Wisconsin. In other words,
Zone 7. Until 1924 no advertising had been
used. In 1924 sales in the territory jumped to
$o,080,000. The company gained 414' , in
new dealers and 175% in sales the first year
after adopting a specific method.

At the end of the second year sales had in-
creased 230 % and dealers 673%.

So successful was the advertising plan in
the Chicago territory that it was carried to
otherselected markets. WilliamsOil-O-Matic
has built up carload points from nothing in
1924 to 23 in 1926. Its full page ads are now-
appearing in 77 metropolitan cities. Thesales
pattern, cut by The Chicago Tribune, has been
adapted to high spots in the entire country.

Frigidaire, Cribben & Sexton, Holland Fur-
nace, Union Bed & Spring, Studebaker Mo-
tors, Canada Dry, Dutch Masters, F.ndicott-
Johnson and Celotex are among other success-
ful users of this plan. Would you like to hear
about it? Send for a Tribune man, trained in
merchandising and advertising.

* * *

Tribune Tower

Dusk gray, sky kissed, soaring arches

.Springing from earth to heights of cloud.
Free as the winds that blow the marches.

Stately as any castle proud.
Parapets trpprd with silver lances

Keep gleaming vigil beneath the moon —
By starlight a softer beauty entrances,

A faery palace of pale mist hewn.
Rising serenely beside the lake.

Flushed with the rose of the early dawn.
Like a lovely goddess but fust awake

Poised at the note of a woodland song.
Pay — and a sentinel bravely standing

Revealed in a panoply of light.
Towering, watching, guarding, commanding,

A banner in stone, a symbol of mightl

Lb Mousquetairb

Carven into the stone of The Tower, on a wall of
the patapet on the twenty-fifth floor.

«»&'

The bird dogs are out and muffing the breeze.
The ■ OVey thunder, up before I lie hunter. \
paper copy, following on the heel' oj market
analy n rj Uir the national

advertiser! in Zoney.The meadow! and thickets
promise a full ha portsman. And a

[un is waiting. Pack your kit and come!

Pop Toop

Advertising
^Sellirr6

PUBLISHED FORTNIGH

OCTOBER 6, 1926

15 CENTS A COPY

/» this issue:

"Marketing Building Materials ior the Homes of Millions" By Albert E.

Mudkins; "The Banker as a Retailer" By Robert R. Updegraff; "Cargoes

J of the Air" By Marsh K. Powers; "Attacking the Distribution Problem

Seriously" By E. M. West; "Selling the Farm in Winter" By Henry Albert

\1>\ KKTIHM. \\l> SELLING

October 6, 1926

Another Great Campaign

Exclusively in The Daily News
in Chicago

A di'ertising Representatives

NEW YORK

J. B. Woodward

110 E. 52d St.

DETROIT
W:oodward & Kelly
Fine Aris Building

CHICAGO

Woodward & Kelly
360 N. Miehisan Av

SAN FRANCISCO

C. Geo. Knogness

25:1 First National Bank

Bldg.

HE Daily News is
the only Chicago
newspaper carrying the
advertising of the Asso-
ciated Salmon Packers,
which is appearing in
leading newspapers of
ahont twenty-five Amer-
ican cities.

The campaign has re-
sulted in the sale of
more than 1,100,000
cases of salmon in the
first six months of 1926,
as compared with 205,-
000 cases in the same
period last year, when no
newspaper advertising
was used.

The advertising is placed
by the Strang & Prosser
Advertising Agencv of

Seattle.

THE CHICAGO DAILY NEWS

First in Chicago

Member of the WOJItlt) Group of American Cities

Publl othei Wednesdaj b; v Fortnightly. Inc., 9 Easl 38th si. n. « York, x v Sul Ion price $3.00 per

i , New York under Act of March ... I81J.

October 6, 1926

ADVERTISING AND SELLING

antidote

for thirst

(] Step three paces off scorch-
ing sidewalk, into cool, white
shade of Nedick's Thirst
Station. Place dime on
counter. Lift frosty glass to
parched lips. Allow delicious,
chilled orange drink to
trickle down steaming throat.
If cure is not immediate, re-
peat at intervals until heat-
wave disappears.

%edicJ&

THIRST- STATIONS

20,000,000
ORANGES

^ Every year, twenty-mil-
lion oranges, the largest
number bought by any
individual concern in the
city, go into Nedick's
famous orange drink.
<J Their juice is skillfully
blended to give the most
delicious flavor and the
drink is chilled to the
precise point most wel-
come to the thirsty.

%tdicfo

THIRST- STATIONS

) 1926 NEDICK'3

Mr. Nedick to
Mr. Aquazone

<J In the July 31st New Yor-
ker, an Aquazone advertise-
ment calls for Mr. Nedick,
and bewails the fact that he
doesn't advertise the contain-
ers of Nedick's famous
orange drink to take home
and mix with — "what have
you."

*i Mr. Nedick begs to reply to
Mr. Aquazone that there are
many things you don't have
to tell a New Yorker.

THIRST- STATIONS

) 1926 NEDICK'S

Facts need never be dull

THIS agency was one of the fir& to adopt the policy
of "Facts first— then Advertising." And it has earned
an unusual reputation for sound work.

Yet this organization does not, nor has it ever, confused
''"soundness" with "dullness." It accepts the challenge that
successful advertising ;nust compete in interest, not only
with other advertising, but with the absorbing reading
matter which fills our present'day publications.

We shall be glad to send interested executives several
notable examples of advertising that have lifted difficult sub'
jects out of the welter of mediocrity.

Joseph Richards Company, Inc., 257 Park Ave., New York

^CHARDS

FACTS FIRST

THEN ADVERTISING

ADVERTISING AND SELLING

October 6, 1926

lin&Ae

FOR 57 years The
Indianapolis News has
published by a tremen'
dous margin the largest
national advertising hn'
age in Indiana — and one
of the very largest vol'
umes in America.

The first 8 months of 1926 were 45.6%
ahead of the same period last year.
Every month this year a new record!

August 1926, for example, was 49%
ahead of August 1925, which was 35%
ahead of August 1924.

Increasing leadership! Every year new
and incontrovertible evidence of the
paramount importance of the Indian'
apolis Radius as a market — America's
most American 2,000,000! Every year
new evidence of the unparalleled result'
power of Indiana's greatest newspaper
and immeasurably its strongest adver-
tising medium.

The Indianapolis News

Memfcer 10(),(XX) Group American Cities, Inc.
Frank T. Carroll, Advertising Director

Mew York DAN A. CARROLL
1 III L.iM 42nd Streel

Chicago, J. E. LUTZ
The Tower Building

October 6, 1926

ADVERTISING AND SELLING

Everybody's Business

By Floyd W. Parsons

LL of us are inclined
more or less to play
our hobbies. Ona
of mine is golf; another is
sunshine. The two are
closely related from the
standpoint of health. My
hatred of smoke is caused
by my high appreciation of
the benefits rendered hu-
manity by the sun's rays.
I think this attitude is
sensible in view of the fact
that health should rank be-
fore property; damage to
health should be considered
before damage to property.

In this matter I speak at
first hand, and with an
earnestness that is sincere.
Like many others, once I
put more effort into my
work than was wise and
soon found myself talking
things over with the doctor.
About this time one or two
of my friends in Europe in-
terested me in sunshine,
and I started to experi-
ment. I go South for some
weeks in the winter, and at
Palm Beach there is a place
on top of the Casino where
all of us can lie naked in the sun. These baths benefited
me far more than did the doctors, and I have been an
ardent sun-worshipper ever since.

Over in Switzerland, Dr. Rollier has become a sort
of miracle-man through using nothing more mysterious
than the simple rays of the sun. He has become the
founder of a cult that will spread over the earth. Last
week-end I went to the mountains, to a big hotel, where
I found a couple of hundred guests basking on Sunday
afternoon in the glorious rays of an unobscured sun.
But nowhere was any provision made for a person of
either sex to take a nude sun bath.

All over the United States there are great hotels
having a similar opportunity to capitalize the greatest
blessing of nature. Yet I do not know of a single hotel
management that has been farsighted enough to spend
a few hundred dollars to make nude sun baths available
to guests. The most attractive and convincing kind of
literature could be prepared, and soon the sun sana-
torium would be the most popular place in the hotel.
Down at Palm Beach during the noon-hour, it is diffi-
cult for one to find a spot unoccupied so one can lie
down. It would be the easiest kind of a matter to sell
sunshine to people if the proper advertising and edu-
cational methods were employed.

The big thought we must get in our minds is that
sunshine baths with our clothes on are of small value,
and are quite a different thing from baths in the nude.
This idea has already taken hold sufficiently here in
the United States to bring about the establishment of

a few real sunshine schools
and clinics. I try to keep
closely in touch with this
work so as to lend all pos-
sible encouragement and
help to the movement.

Up at East Aurora, New
York, we find Dr. Johr„ J.
Hanavan, who worked with
Dr. Rollier in Switzerland
a few years ago, now en-
gaged in helio-therapy prac-
tices. The children attend-
ing his outdoor sunshine
school have been benefited
in the highest degree. One
parent told me that last win-
ter when his entire family
came down with the "flu,"
the only member to escape
was the youngster in the
sunshine school. An epi-
demic of chicken-pox swept
over the community, and
the youngsters attending
the school had cases so mild
that they could hardly be
recognized as the real thing.
It has been indicated
clearly that the following
benefits accrue to the little
ones who have their bodies
exposed daily to light and
air baths. There is an increased appetite; the diges-
tion is activated; secretions through the kidneys and
skin are increased; there is a stimulation of the cuta-
neous circulation, which assists the heart, greatly low-
ering the blood pressure; a notable increase in red cells
and hemoglobin; a disappearance of nervous habits
and irritable temperaments; an increased alertness of
mind; a greater ability to relax. Muscles become
firmer, pendulous abdomens disappear and body con-
formations become more perfect. There develops a
much greater resistance to epidemic diseases; a quicker
and most remarkable adaptation of the body to changes
of temperature; and, lastly, we find that respect for the
nude or partly nude body is greatly encouraged.

Exposure of the body to the sun must be direct and
total. Even a thin gauze covering is objectionable, be-
cause it absorbs some of the most valuable rays.

The treatments must be taken with limitations, and
the patients led up gradually to the full sunbath.

Only the legs should be exposed the first day; the
legs and thighs the second day; the abdomen the third
day, and a full exposure the fourth day. The duration
of exposures should be increased gradually.

One way for corporations to increase the mental and
physical efficiency of employees is to provide rest and
sun rooms where groups of workers may avail them-
selves of daily exposures to sunlight and air for from
thirty to sixty minutes. This same idea carried out in
the school and nursery would insure a far better founda-
tion in health for the coming generation.

\nVKKTISING AND SELLING

October 6, 1926

»i"Y

i ' ■

ABigAudienc

how many listeners <

Perhaps the speaker felt quite puffed up because of the number
of people he was "reaching," and he knew his subject and pre-
sented it admirably — but, as a matter of fact, only a handful were
really listening, were actually being influenced, because the sub-
ject was foreign to the audience.

Advertising audiences are no different. It makes no difference
how many possible readers you are "reaching" — what you should
buy is interest and attention, not white space or circulation.

When you use an A.B.P. Business Paper you are buying not only
circulation without waste but the highest degree of interest, re-
spect and concentrated attention. This is because business papers
of the A. B. P. type are not used as a means to while away a
lonesome hour, but as necessary working tools in the trades, indus-
tries and professions.

These papers concern an important part in a man's life — his busi-
ness— that which occupies most of his waking hours — and their
circulations are each limited to one homogeneous group. The
readers are interested in the same things — all are potential buyers.

All business papers are good, because they conform to a basic
principle of good selling, but some are better than others. The
A.B.P. Standards of Practice assure advertisers clean, carefully
edited papers, fair methods and fair advertising rates.

We have several booklets that may assist you in choosing and
using business papers. Tell us your needs and we will send a
booklet of most value to you.

THE ASSOCIATED BUSINESS PAPERS, Inc.
Executive Offices: 220 West 42nd St., New York, N. Y.

An association of none but qualified publications reaching the principal
fields of trade and industry

October 6, 1926

ADVERTISING AND SELLING

REAP

YOUR

HARVEST

IN THIS

FERTILE

MARKET

FLORENCE

IUSClC ShOAl

mu^jT6viLl£.

The Birmingham
News Gives
\ Advertisers

Complete
Effective
Coverage.

— Permanent
Prestige.

\ —True Reader
Acceptance.

\ — Results
With
Profits.

/ VORK

OEMOPOLIS

u/vjo/vrow/v

MONTGOMERY'

Wxt IStrmrngbim Nbxx0

—UNRIVALLED CIRCULATION—

85%.

COVERAGE IN
25 MILE ZONE

85%

COVERAGE IN
50 MILE ZONE

POPULATION and CIRCULATION

of 17 Principal Towns
In Zone of 25 M. Radius

Pop. Daily

286,493 47,745

Sunday

50,131

(57,280 Homes)

Coverage

7 in

every 8 homes

POPULATION and CIRCULATION

of 38 Principal Towns
In Zone of 50 M. Radius

Pop. Daily Sunday

321,793 51,842 54,799

(62,320 Homes) Coverage

7 in every 8 homes

New York

The South's Greatest Newspaper

NATIONAL REPRESENTATIVES

KELLY-SMITH CO.

Chicago Boston

J. C. HARRIS, JR., Atlanta

Philadelphia

ADVERTISING AND SELLING October 6, 1926

HINK what The New Yorker can do for
you in New York !

It offers you — every week — a circulation
of nearly 50,000 copies, approximately
40,000 of them in the Metropolitan Dis-
trict.

Used weekly, it offers you in the course
of a month nearly 200,000 page units of ad-
vertising to fill in your advertising in the
metropolitan market.

Think what 200,000 additional pages of
advertising monthly can do for you in
New York !

THE

NEW \ORKEH

25 West 45th Street, New York

October 6, 1926

ADVERTISING AND SELLING

fOLUmBIA

The Largest Catholic Magazine in the World

LIKE many other national advertisers, the
' George Frost Company, makers of Vel-
vet Grip hose supporters for all the family,
regards COLUMBIA as a means of reaching
economically and effectively a great number
of receptive buyers.

Boston Garters, which are featured in a sched-
ule of advertisements in COLUMBIA, are
distributed throughout the land. And
wherever there are dealers to sell these pop-
ular garters, there are readers of COLUMBIA
to buy and to wear them.

Indeed, COLUMBIA'S notably responsive
audience of three-quarters of a million
Knights of Columbus families is in itself a
vast consumer market — a market which
merits the consideration of every national
advertiser with products or service to sell.

"How did your
garters look
this morning?"

Returns from a questionnaire mailed
to subscribers show that COLUMBIA
has more than two and one-half mil-
lion readers, grouped thus:-

Men
Women
Boys under 18
Girls under 18

1,211,908

1,060,420

249,980

244,336

TOTAL 2,766,644

The Knights

Columbus

Publish, print and circulate COLUMBIA from
their own printing plant at New Haven, Connecticut

Net Paid H AQ lAd Member
Circulation i *fO)J\JD A. B. C.

Twelve months average, ended June 30th 1926

Eastern Office

D. J. Gillespie, Adv. Dir.

25 W. 43rd St.

New York

Western, Office

J. F. Jenkins, Western Mgr.

134 S. La Sail* St.

Chicago

Ill

ADVERTISING AND SELLING

October 6, 1926

£vidi

ence

A publicity advertiser says,
SMART SET has been a
leader on our magazine list for
a period of a year. This is on
a cost per inquiry basis. It is
very unusual to find a medium
that will reach our particular
market and continue to bring,
month after month, such splen-
did results in the form of thou-
sands of coupons."

SMART SET'S younger
element is the buying element.

Long Versus Short

You can easily remember the time when a woman who
wore short hair was considered a freak. Older people
looked on aghast. But youth, appreciating the freedom
and comfort of bobbed hair, quickly adopted it.

And the younger generation demands these things
which contribute to their freedom, happiness, comfort,
beauty. Over a half million members of this same aggres-
sive younger element read SMART SET every month.

These readers work in offices, in stores, in factories.
They earn that they may spend and, because SMART
SET appeals to them, they buy it.

That they also buy the merchandise advertised in
SMART SET is proved by the letters which advertisers
have written us. They say that SMART SET leads their
list, that it brings inquiries at the lowest cost of any pub-
lication. If you sell a commodity that contributes to
freedom or happiness, comfort or beauty, you will find,
as other advertisers have already found, that SMART
SET'S younger element will buy.

Right now you can reach over 500,000 of these keen,
youthful buyers at the cost of an A. B.C. circulation of
400,000. Some advertisers believe that their exceptional
success through SMART SET is a result of this circula-
tion bonus. However, the real reason for such results lies
in the fact that —

SMART SET reaches the younger element, the buying
element of today and of many tomorrows.

MMIT

R. E. BERLIN, Business Manager

119 West 40th St., New York

Chicago Office, 360 N. Michigan Ave.

October 6, 1926 ADVERTISING AND SELLING 11

Buffalo the Wonder City of America

rowTH!

August

1920 — 93,341
1921 — 101,918

1922—106,061

1923—113,748

1924—123,039

1925—128,502

1926—146,653

Average daily circulation — All except
August, 1926, are A. B. C. Audit figures.

The average daily circulation of the Buffalo Evening News
is the largest in New York State outside of Manhattan

Cover the Buffalo Market with the

Buffalo Evening News

EDWARD H. BUTLER

Editor and Publisher

Marbridge Bldg., New York, N. Y. KELLY-SMITH CO. Tribune Tower, Chicago, 111.

Waterman Bldg., Boston, Mass. National Representatives Atlantic Bid*., Philadelphia, Pa.

ADVERTISING AND SELLING

October 6, 1926

The New Control

in Business *\a

IME was (Legend has it) when American business was
ruled by Titans.

Powerful and predatory was the Titan (said the
Legend) ; in full mastery of his business — self-sufficient.

You couldn't show him a thing. "I don't have to look
— I know," said the Titan. Bulletins, charts and graphs
made him fume — and, indeed, there was little need for
them.

Few influences beat in upon his business. Strong in con-
trol of his own concerns, he might go his own pace with
eyes shut — and let others get out of the road or be bowled
over. Or so, at least, said the Legend.

The new and abler captain of business constantly scans
the world's landscape; he is a connoisseur of facts and
events.

Facts bear in upon his business from a hundred sources.
To scouts and couriers he lends willing ear, for nothing
that other men do anywhere is alien to his interests.

His scout and courier, his chart and graph, his glass
wherewith to pierce the mists of distant space and future
time is Nation's Business. It is chief agent of the New
Control.

NATIONS
BUSINESS

Merle Thorpj . Editor

Published Monthly at Washington by the Chamber of Commerce of the U. S.

October 6, 1926

ADVERTISING AND SELLING

■f

Businesses Don't Need to Look Uninteresting!

'That printing salesman just handed with a real, arresting quality appeal."

me a new idea." "That sounds almost too good

"Impossible! " to be true."

"Yes. All the others who have * * * *

been in here said they could give It is true, nevertheless, that the rou-

me a rock-bottom figure on any tine forms of business don't need to

work."

"What did this one say?"

look so uninteresting Good design
and good paper — that's the secret of

"I wanted some new letterheads the thing called personality, and every
and invoice forms, and he said he scrap of paper that falls into the
could give them a real personality hands of the public ought to have it.

If you are a business executive interested in setting forth your business in a substan-
tial and impressive character, ask your purchasing department to show you estimates

and samples of Crane's Bond No. 2.9.

CRANE'S BOND

IT HAS A SPONSOR

1 — r

^=1

CRANE <*> COMPANY, inc. DALTON, MASSACHUSETTS

ADVERTISING AND SELLING

October (>, 1926

Is Boston really a

'The Boston retailer

His solution of the problem lies in

concentrating his advertising

upon a 12*mile shopping area

IF a Boston department store using millions of
lines yearly in all Boston newspapers is un-
able to draw an appreciable percentage of its
business from a greater distance than 12 miles,
what does this fact prove?

It proves the existence of a natural, normal
trading area for Boston. That area is the re-
sult of the habits of Boston's people — not in-
vented by any medium — not to be altered by
any advertiser — as definite as the force of
gravity and as impersonal.

There is a 12'mile limit
around Boston

Most national advertisers think of Boston as a
city with a 30-mile trading radius. This seems
logical. But within this 30 -mile radius are five
cities that are entities in themselves. Hundreds
of shopping centers have grown up.

And when the Globe interviewed Boston
department stores it developed that 64% of the
charge accounts in one most representative
store and 74% of the package deliveries of all
leading Boston department stores lie within
12 miles of City Hall.

The 12'mile area is Boston's
Key trading market

In the 12-mile area lies a population of 1,700,-
000, with a per capita wealth of nearly $2000.
In it, too, are the largest number of retail out-
lets in most lines — and nearly all the retail
leaders — the stores which are bellwethers for

any scheme of distribution. And in this area
the Sunday Globe delivers the largest cir-
culation of any Boston newspaper. Daily
its circulation is even greater than on Sunday.

That is why great Boston department stores
buy the Globe first — in 1925 placing in it daily
their greatest volume, and on Sunday as much
lineage as in all the other Sunday papers com-
bined.

All because the Globe's circulation — built en-
tirely upon editorial and news interest and un-
hampered by premiums or any other less
valuable form of circulation growth — actually
followed buying power and buying habits !

Concentrate through the Qlobe
in this Key trading area

The Globe has gained its preponderance of circulation
in this Key trading area simply by making a newspaper
that Boston men and women wish to read. Such
policies and features as the Globe's racial, religious,
and political impartiality; its carefully edited woman's
page — the oldest in America; its complete sport news,—
these built the Globe's circulation.

Study the map herewith. It shows the trading area
of Boston as retail business in Boston defines that area.
Through the Globe, concentrate upon that area. In
Boston, buy the Globe first.

r r r

TOTAL NET PAID CIRCULATION IS
279,461 Daily 326,532 Sunday

October 6, 1926

ADVERTISING AND SELLING

difficult m

lr. the Area A and B, Boston's ll-mile Trading Area, are

64% of department store charge accounts
74% of all department store package

deliveries
61% of all grocery stores
57% of all drug stores

60% of all hardware stores
57% of all dry goods stores
55% of all furniture stores
46% of all automobile dealers and garages

Here the Sunday Globe delivers 34,367 more copies than the next Boston
Sunday newspaper. The Globe concentrates —199,392 daily — 1 76,479 Sunday

The Boston Globe

^Xne Qlobe sells Boston^

ADVERTISING AND SELLING

October 6, 1926

i 7

THE GROWTH OF THE HOUSE BEAUTIFUL

1918 1919 1020 1421 1922 1423 1924 1425 1426

80,000

75.000

70.000

65,000
6O.O0O
55.000
50.000
45.000
40.000
35,000
30 000
25,000
20000

JjK\

GRAPH SHOWING INCREASE IN NET PAID
CIRCULATION FROM ABO FIGURES
) = J

Three- Act Play or Three -Ring Circus

THE first tells a story which is remembered; the second
shows a brilliant kaleidoscope which is forgotten. The first
deals in one theme only ; the second with a hundred, super-
ficially. The first centers attention, the second scatters it.

DO YOU ADVERTISE TO A CONCENTRATED
INTEREST OR A SCATTERED ATTENTION?

The first is easily possible — the second unnecessary

THE HOUSE BEAUTIFUL

portrays exclusively the house and its appointments. Dogs, horses, poul-
try, cattle, dress, sports and real estate, it leaves to others. An audience of
more than 80,000 individuals pays admission, by preference, to see the
contents of the House Beautiful's twelve monthly representations of beau-
tiful homes and what makes them beautiful.

If yours is a commodity that contributes to perfecting the home or
its furnishings, you can center the attention of a financially responsible,
interested audience directly upon it in the advertising pages of

THE HOUSE BEAUTIFUL

8 Arlington Street, Boston, Massachusetts
A MEMBER OF THE CLASS GROUP

Advertising & Selling

Volume Seven — Number Twelve
October 6, 1926

Everybody's Business 5

Floyd Parsons

Marketing Building Materials for the Homes of

Millions 19

Albert E. Mudkins

The Banker as a Retailer 21

Robert R. Updegraff

Selling the Farm in Winter 22

Henry Albert

Cargoes of the Air 23

Marsh K. Powers

By-Products of Industrial Testimonial Advertising 25
R. S. Rimanoczy

Attacking the Distribution Problem Seriously 27

E. M. West

What Happens When a Country's Currency Goes to

Pot 28

Christopher James

The Editorial Page 29

How to Help the Country Store to Better Its Adver-
tising 30

Jefferson Thomas

Why Salesmen Fail 32

G. H. Cleveland

Warehoused Goods Shielded Against Creditors 34

H. A. Haring

Publishers and False Advertising 38

William E. Humphrey

"You Advertising Men Are Wonderful Liars !" 40

Maxwell Droke

The 8-Pt. Page by Odds Bodkins 42

The Open Forum 60

E. 0. W. 66

The News Digest 91

MYRIADS of buildings are
rising in this country of
growing population, prosperity and
real estate booms. The handling
and distribution of the necessary
materials brought a development in
the one-time lumber yard that has
not been generally understood. In
this issue Albert E. Mudkins dis-
cusses the metamorphosis of the
one-time straightforward distribut-
ing center for a few materials al-
lied to lumber into what amounts
to a "department store" for build-
ing materials ; many trade-marked,
standardized and advertised.

Offices :

M. C. R 0 B B I N S , President

J. H. MOORE, General Manager

9 EAST 38TH STREET, NEW YORK

New York :

F. K. KRETSCHMAR

CHESTER L. RICE

Telephone: Caledonia 9770

Chicago :

JUSTIN F. BARBOUR

Peoples Gas Bldg. ; Wabash 4000

New Orleans :

H. H. MARSH

Mandeville, Louisiana

Cleveland :

A. E. LINDQUIST

405 Shetland Bldg.; Superior 1S17

London :

66 and 67 Shoe Lane, E. C. 4

Telephone Holborn 1900

Subscription Prices: U. S. A. $3.00 o 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 Advertising, Advertising News, Selling

Magazine, 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, 1926, By Advertising Fortnightly, Inc.

ADVERTISING AND SELLING

October 6, 1926

A CLIENT TOUR

HAWAIIAN
ISLANDS

HERE would be the itinerary of anyone starting
out to visit all the places whose advertising is
handled by the McCann Company: First he would
go to the majestic Berkshire Hills of Massachusetts.
Then to the beauties of our national playground, the
State of Maine. Next to Jasper National Park in the
heart of the Canadian Rockies reached via the Can-
adian National Railways (also a client). Following
this, up to Alaska with its Totem Poles. Then down
to California with stop over visits at Yosemite
National Park and Santa Barbara. After this across
the Pacific to the Hawaiian Islands, gems of the
Pacific. Then back to America and eastward to the
healthful climate of Tucson and Phoenix, Arizona.
Next to El Paso, Texas, with its side-trip across the
border to Mexico. And finally to Erie, Pennsylvania —
thus completing a journey of over 10,000 miles.

THE H.K.MCCANN COMPANY
cJddertising

NKW YORK
CHICAGO

CLEVELAND
LOS ANGELES

SAN FRANCISCO
MONTREAL

DENVER
TORONTO

OCTOBER 6, 1926

Advertising & Selling

FREDERICK C. KENDALL, editor

Contributing Editors: Earnest Elmo Calkins Robert R. Updegrapf Marsh K. Powers

Charles Austin Bates Floyd W. Parsons Kenneth M. Goode G. Lynn Sumner

R. Bigelow Lockwood James M. Campbell Frank Hough, cAssociate Editor

Marketing Building Materials for
the Homes of Millions

By Albert E. Mudkins

THIS business of housing 110,-
000,000 people is a vast under-
taking. According to one esti-
mate, every year 2,000,000 families
move into new homes or apartments.
Each year 1,250,000 brides begin
housekeeping.

There are already in this country,
it is said, 18,000,000 owned homes.
Last year we built
330,000 more.

These new homes
were "built with all
the latest modern con-
veniences, tile bath-
rooms, parquet floors,
etc." — as the realtors'
advertisements say.

So let us take a look
at the marketing
channels and the dis-
tributing points avail-
able for the huge
array of boards,
bricks, mortar, ce-
ment, etc., needed for
these houses.

First let us look at
the distributive out-
lets : the dealers
whose business it is
to handle these ma-
terials. We find two
types; one fast be-
coming a building
material department
store.

While this tendency

is likely to be less true in a few
isolated cities, and where population
is perhaps from half a million up-
ward in any given city, it is, in the
main, true the country over.

There are, according to a reliable
building material trade paper, 22,000
lumber dealers in the United States,
and 2740 mason material dealers.

•

^^L^Aif?'^

THE extraordinary multitude of houses arising in this coun-
try has affected the nature of the trades connected with their
construction, and the distribution of building materials has
been obliged to develop in a manner not generally understood

A few years ago the lumber dealer
carried, in the main, rough lumber
and finished lumber in the shape of
millwork (doors, window sash, etc.).
The mason material dealer, as he
does today, carried lime, plaster,
cement, brick, etc.

The change in distribution is in-
dicated when we say there is a grow-
ing tendency among
retail lumber dealers
to call themselves
"building m a t e r i al
dealers."

Today, the Ameri-
can Lumberman
claims, building ma-
terials other than
lumber comprise
thirty-five per cent to
sixty-five per cent of
the sales of the aver-
age retail yard.

A prominent lumber
and building material
dealer in the Middle
West (a town of 4609
population) at a joint
conference of four re-
tail lumber associa-
tions held at St. Louis,
detailed his sales for
the year as follows :

Roofing, 2 car
loads; sand, 21 cars;
rock, 22 cars ; cement,
33 cars ; sewer pipe, 3
cars ; lime, 3 cars ;

ADVERTISING AND SELLING

October 6, 1926

plaster, 4 cars; brick, 1 car; lumber,
18 cars.

The secretary of the Northeastern
Lumbermans' Association further
corroborates this swing, or trend,
among dealers in the Northeastern
States. The one time lumber dealer
is gone. The country over they are
becoming a department store for
building materials.

Further evidence is to be had from
the results of a recent questionnaire.
2500 copies were mailed to concerns
operating yards in towns not ex-
ceeding 100,000. The bulk went to
towns under 50,000 as the great
majority of the yards are in towns
under this size.

There are sixty-eight towns of
100,000 and over; seventy-six of 50,-
000 to 100,000; 2644 of 2500 to
50,000.

1582 dealers, or approximately
sixty-three per cent filled in the

questionnaires. This is what was
shown :

Per
cent

Handling lumber 1582 100

prepai'ed roofing. . .1485 94

wallboard 1481 93

cement 1278 81

lime 1240 79

plaster 1213 77

" gates and fencing. . 852 54

paint 837 53

ladders 801 51

coal 801 51

" builders' hardware. 776 49

" metal lath 746 47

stucco 726 45

" sand 720 45

barn equipment. . . . 600 38

" insulating material. 577 37
zinc coated shingle

nails 544 35

" steel fence posts. . . 494 31

" furnaces 142 9

" in-a-door beds 65 4

The problems that beset the dealer
as a result of this trend are indicated

by the conditions and physical limi-
tations peculiar to his business.

Every dealer must, if possible, lo-
cate on a railroad siding and provide
adequate room for his stock. This
means the buying or leasing of one,
two, or three acres, or perhaps more.

As to the amount of money neces-
sary to operate a yard successfully,
this, of a necessity, varies. One
authority puts it at $50,000 to $75,-
000 to operate in a live town of 30,-
000 population.

Of this he thinks two-fiftns would
be needed for plant and working
capital; two-fifths for the purchase
of bulk lumber and lumber
specialties; and one-fifth for other
stock purchases. A gross amount of
$200,000 business might be expected.
The labor of four people would be
regularly involved in the operation
with occasional hired labor necessary

[CONTINUED ON PAGE 78]

Why Advertising Results Can
Never Be Measured Quantitatively

By Emil Hofsoos

THE elements entering into the success of
any advertising are, briefly, the medium
used, the size of space, the frequency of
insertion, what is said, and how it is said.

All of these five factors are of importance in
determining the value of advertising — and all
must be considered in any attempt to measure
this value.

The only factors, however, which are capable
of quantitative measurement, or even of quantita-
tive definition, are the size of space and the fre-
quency with which it is used.

The two most vital elements of all advertising
— what is said and how it is said — are absolutely
incapable of definite measurement.

These two factors influence the mind of the
reader, and as yet science has given us no method
of measuring accurately, or even approximately,
the reaction of the mind to thoughts or ideas that
have been implanted in it.

The only measure we have of the effect of ad-
vertising on the mind of the reader is the action
which results from that effect.

And even this is clearly inadequate because in
the great majority of cases sales are not due
cut i rely to advertising, but are the result of a
combination of forces: advertising, salesmen's
efforts, recommendations of others, etc.

Furthermore, the purpose of most national ad-
vertising is not to create direct sales, but to build

up a state of mind, a confidence in the integrity
of the maker and the quality of the product which
may, through a process of accumulation of favor-
able ideas over an extended period, finally bring
the prospective purchaser to the point where he
invests his money.

How can you measure this effect of advertising
on the mind of the prospect? He himself may
not have been conscious of the fact that his mind
was being molded by advertising, yet it is not
improbable that without the help of advertising
the sale would not have been made.

The only practical way by which we can con-
sider advertising in any correlation with sales
is on a dollars and cents basis. Consequently,
when we attempt to show a correlation between
sales and advertising, we are apparently assum-
ing that the only feature of advertising which is
worth considering is its cost.

We are apparently assuming that every page
advertisement is equal in value to every other
page advertisement regardless of what is said in
the advertisement or how it is said. We are
apparently assuming that good copy is no better
than poor copy.

To attempt to measure advertising quanti-
tatively by using only size and cost of space is
like trying to measure the value of a Van Dyck
portrait by calculating the poundage and cost of
the pigments that have been used.

October 6, 1926

ADVERTISING AND SELLING

The Banker as a Retailer

By Robert R. Updegraff

AS bankers and business
men, we are all used to
.the term "frozen" —
"frozen credits," "frozen capi-
tal," "frozen inventories."
Ideas and conceptions can be-
come frozen, too, and they do.
There is today a frozen idea
about banks and banking: the
idea that a bank is a "service
institution." It isn't — pri-
marily. It is a selling institu-
tion, a retailing job, like any
other store on Main Street.
It is true that it serves the
community, but like any other
store, it serves only when it
sells. Standing massively on
a prominent corner, being
ready to serve is merely the
architecture and mechanics
and money of banking. It is
only when a sale of some kind
is made that service is actual-
ly rendered. That is why I
say that the "service institu-
tion" idea is a frozen idea.
Like a good many banks, it is
cold, impersonal, static.

Suppose we put a stick of
dynamite under the service
conception and blow it all to
pieces — and then study the
pieces. Blow the bank wide
open and see what is inside:
a vault, cash, securities, some
desks and chairs, financial ref-
erence books, a file of correspond-
ence, some tellers' cages, adding
machines, bookkeeping machines,
files, record books, a few men, some
women, some signs — "Trust Depart-
ment," "Interest Department," "For-
eign Department," "Note Teller,"
and so on. Just pieces of banking,
for sale at retail in various forms.

For sale as interest at four per
cent; as storage or security; as con-
venience in the exchange of money
between business houses and citizens ;
as self respect and standing in the
community; as financial peace of
mind ; as bookkeeping for people with
estates ; as accommodation to the
man who has more business or op-
portunities than ready money; as in-
formation and answers to questions;
as financial independence.

o,ooo persons

in New York Oty

Sl^rr

wantto
travel

biff

they haven't the money ~

TT may require some
■*■ personal sacrifice to
see America or Europe.
But it's worth it. Travel
is a great educator — a"
great asset in your
business and social life.
The average one of us
couldn't write a check
off-hand for a trip to
Europe or an extended
trip through our own
country.

But if we would plan
ahead a year or two, we
could save the money
and not miss it.

Decide where you want
to go; let us find out the
cost and how much ycu
will need to deposit
each week or month to
save that amount in a
certain time.

The time to begin plan-
ning a trip is when
you begin to save the
money.

Come in and talk with
us about our "Save to
Travel" plan. Send for
a copy of our "Save to
Travel" Magazine.

P.S. Whether >ot< <trc <. depositor or not makes no difference

BOWERY SAVINGS BANK

130 BOWERY 110 EAST 42nd ST.

devoted to tlic service of our citiimA

Portions of an address delivered before
the Commercial Departmental Advertisers
Association. Detroit.

The "pieces" then, of this frozen
term, "service," are :

Interest

Security

Convenience

Self-respect

Peace of mind

Bookkeeping

Accommodation

Answers

Financial independence

A'S a retailer, the banker carries
il these items on his shelves; they
are his stock in trade.

Now, if he expects to sell them to
the largest number of people, he
must locate his store on Main Street
— as must any other merchant.

"Ho," says the banker. "Our bank
is on Main Street — right on the
most prominent corner."

But is it? Thoughtful merchants
are beginning to realize that Main
Street is not necessarily a matter of

city geography, so far as mak-
ing sales is concerned. Main
Street is in people's minds.
Every citizen has his or her
own little mental Main Street,
made up of the stores where
he or she shops regularly, no
matter how scattered they
may be. There they are, lined
up side by side, a mental street
lined with shops that are per-
sonal to the individual, a
butcher shop, a bakery, a
grocery, a drug store, a fruit
stand, a delicatessen, a flor-
ist's shop, a furniture store,
perhaps two or three dry
goods stores, a shoe store, a
clothing store, a cobbler, a
ten-cent store, a tailor shop,
and so on. Every citizen
passes other shops, perhaps
dozens of them, every day
without really seeing them.
They may be on Main Street
on the city map, but they are
on a side street as far as this
citizen's interest or conscious-
ness is concerned. And so
these Main Street merchants,
are paying Main Street rent
without getting all the benefit
of the passing traffic. Just as
are many banks today, with
their costly buildings on the
most expensive corners in
their respective towns.
The banker's first job as a retailer,
then, is to get his bank onto the Main:
Streets in the minds of the people of
his community so that he may sell
them the items making up his stock
in trade, as previously listed.

The quickest way he can do this
is to thaw out his frozen lump of
"service" and lay it out on the
counter in convenient units so that
people can see it, touch it, under-
stand it — and buy it.

Let me digress here to cite a prac-
tical case in point which illustrates
how a business actually located on
Main Street, yet not there at all in
the public mind, was moved onto
Main Street without any moving
van. In New York, on a certain
Fifth Avenue corner, stands an old,
established retail store. It had been
on this prominent corner for years,
but in spite of its location it was
slowly drying up, in a sales way, and

[CONTINUED ON PAGE 68]

ADVERTISING AND SELLING

October 6, 1926

Selling the Farm in Winter

By Henry Albert

EARLY in the May of the cur-
rent year a representative of
the Department of Agriculture
speaking before an Atlantic City
convention announced that, "the De-
partment in the coming summer will
make the greatest field survey of
farming ever made."

Now that another summer is upon
us, it is safe to assume that the
usual number of farm surveys will
be made. Never, apparently, does it
occur either to the Department of
Agriculture or to the merchandising
surveys to undertake a composite
picture of farm life at the other end
of the year. Winter, on the farm, is
everything that summer is not;
whereas for city dwellers — who pro-
ject these studies of farm life — win-
ter has largely been robbed of its
discomforts through the artificial
conveniences of town life.

Three times I have ventured to
suggest to merchandising students a
winter farm survey. Three times
has come the reply :

"Reporters can't get around in the
winter. The roads are too bad."

Precisely. Yet no farm survey
that I have ever encountered has
dared follow the logic's rules to the
inevitable conclusion. If country
roads in winter prevent easy access
to outsiders, it must follow that
farm dwellers are impeded in get-
ting away from home; and, there-
fore, that their buying habits for
five-twelfths of the year must differ
from their summer habits.

Farm surveys are made during the

months when country roads are at
their best. Such studies reflect, in-
evitably, farm conditions of the out-
door two-thirds of the year. They
picture with equal certainty farm
buying psychology for only the same
portion of the year. Such surveys
fail to convey so much as a sugges-
tion of farm life in four or five
months of the year.

This lack is all the more serious,
in merchandising studies, for the
reason that the summer months on
the farm are rather well understood
by the executive in a twenty-story
office building, the very individual,
however, whose conception is most
sketchy of what farm psychology
must be during those shut-in months,
when for three and four weeks at a
stretch literally millions of our
American farmers do not hear the
voice of anyone except a member of
their own families.

FOR years and years," remarked
the manager of a crayon por-
trait house, "it was beyond us to
understand why our farm sales fell
short. The first half-year was al-
ways a dud, with volume growing
from June to Christmas. Only when
we broke down our sales by months
and applied analysis to the prob-
lem did we find how to get at
the farmer during the
winter."

"The farm market
for radio," said the
owner of an im-
portant radio

store in Peoria, "is immense. But
how to get to them is a puzzle. In
the summer the Corn Belt lives out
of doors, and our weather is so hot
that no one cares for radio; in the
winter, when they want it, the cost
of installing a set is greater than
the price. One of our service men
would spend all day getting to a
farm over our muck roads, either
because of snow or of mud, and all
night getting home again."

IN one .sense the passing of the
horse has increased the isolation of
the farms during bad weather. The
horse could draw a light buggy, or a
man could ride the horse, over roads
where no motor car can keep from
the ditch.

Easterners are accustomed to hard
roads. City dwellers, in general,
think of all roads as being such as
they select for a Sunday spin. They
forget that even the Lincoln High-
way is only "an improved highway"
for 2000 miles of its length, and an
"improved" road after a rain is just
plain mud. Except for the paved
and hard-surfaced roads of familiar
tvpe, country roads are usually im-
passable for five months of the year

[CONTINUED ON PAGE 50]

FARM buying habits in winter
differ greatly from such habits
throughout the summer. Snow in
the North, mud in the South, shut
tin- agriculturist from the world
effectively for a large part of the
year. Bui In- wants to buy, never-
theless, ami it is the wise sales
manager who recognizes this fact

October 6, 1926

ADVERTISING AND SELLING

Cargoes of the Air

Changes in the Business and Industrial Structure Which Will Be
Wrought by the Third Form of Transportation

By Marsh K. Powers

THE transporta-
tion of mer-
chandise, being
a major necessity to
civilized life, is a
major human ac-
tivity.

Yet it is curiously
true that, in spite of
its fundamental im-
portance, modern civ-
ilization has added
only one form
of transportation to
those in use before
the beginnings of
history.

Water transporta-
tion and land trans-
portation, though
experiencing continu-

ous development in HPHUS far the business and industrial world have had only a
successive centuries, -I- meager opportunity to find out just what air-freight can and
were, nevertheless, will do to it. This night plane from Cleveland is but one of
tools of prehistoric many that all over the country are offering new means for in-
man. creased service, and by cutting to one-half the distance between.

The caravan, toil- source and use are establishing a new, unparalleled situation.'
ing over the trade- The changes it will inevitably bring are of concern to everyone
routes, has become
the hundred-car
freight train, and the

There is just one
dominant point to
keep in mind — speed.

The question, for
many years to come,
is wrapped in that
single word. Air-
freight means speed.

If you have any
doubt that speed is-
not an outstanding de-
sideratum in freight
transportation, glance
back a moment into
freight history.

The greatest sin-
gle impetus ever
given to the sailing
ship was given by
the demand for some-
thing which would
bring the new tea
crop from the Orient
to England each year
in the shortest time.
The great clipper-ship
rivalry of this coun-
t r y and England,
fought for us so ex-
pertly by the ship-
builder Donald Mc-

gasoline truck and trailer. The gal- to maintain in load-carrying — and Kay, resulted from this search for

ley of the Phoenicians evolved slowly that only for mail and express. The speed. On a single voyage a record-

into the clipper ships of 1850 and new medium permits, or rather de- making clipper would earn a fortune

then more rapidly into the great mands, speeds of twice that figure, for its owners. The first round trip

steam and fuel oil driven cargo-car- A thousand miles becomes a matter of the Sovereign of the Seas, a clip-

riers of today. In each successive of ten hours. Our continent, even per built for California service dur-

generation the emphasis upon now, on a regularly maintained ing the Gold Rush, is reputed to have

greater speed has been the prime schedule, is only thirty hours wide, earned $135,000; at a time when a

mover toward transportation devel- dollar very decidedly outranked our

opment. Each forward step, how- r i iHUS far the business and indus- present dollar in rarity.

ever, until this century, was a re- J_ trial world have had only a mea- The instant that the steam-ship

finement on an existing form rather ger opportunity to find out just what assured a greater speed, the clipper

than the creation of a new one. air-freight can and will mean to it. passed almost instantly out of the

It is an accomplishment of our The organization and financing of picture, killed by the identical in-

twentieth century to add the only definite air-lines to serve definite fluence which had brought it into

new medium for transportation dis- air-routes means that very soon air- existence.

, covered since the days before the freight will be a factor to be figured In economic theory canal and

! first pages of history were written in business planning. Already river transportation by barges has

( — the air. newspapers are beginning to report always had the argument in its

With the mastery of the new me- arrivals and clearances by air, just favor. In Europe it has been widely

dium comes another mastery — a as they have long done in marine developed; in America the speed

mastery over distance in terms of transportation.

time. What will it mean to business and

Fifty miles an hour is the fastest industry to have air-freight an ac-
that, till now, we have ever been able complished fact?

factor has militated against it.

Air-freight introduces a new form
and a new degree of speed.

Its first effects on manufacturing

121

AI)\ F.RTISli\|<; AND SELLING

October 6, 1926

and merchandising will be of two
kinds: On the one hand it will be
used as an emergency remedy for
weaknesses in the human equation ;
on the other, it will bring Source
and Use permanently closer to each
other.

The story of an actual incident
will best explain the first mentioned
effect.

A Michigan manufacturer had
scheduled for early delivery a car-
load of stampings from an Ohio
plant. The shipment was impera-
tively needed on the following
Thursday morning in order to pre-
vent a shut-down of the plant. The
long-distance telephone was called
into play and assurance received
that the car-load was on its way.

Late Wednesday afternoon the car
rolled in on the factory's siding; in
time — but!

Examination disclosed the fact
that in reading the bill of lading
listing the contents, no one had

spotted the total omission of one
small but absolutely necessary part.

Again the long-distance telephone
was called into service and the Ohio
manufacturer notified. "Don't lay
off your men," he replied, "we'll
get it to you." And that night an
airplane carried the missing item up
to Michigan.

The shipment was worth less than
$50; the cost of the trip, $375— ap-
parently an impossibly uneconomic
ratio. And yet to shut down the
plant would have cost the manufac-
turer $1,000. Obviously, there was
a worthwhile saving in the pro-
cedure.

Every business executive will see
for himself the broad application of
this particular type of service : the
errors in planning which will be
partially or wholly offset by the
speed of air-freight, the oversights
which will be corrected, by its help
in time of need, the eleventh-hour
crises it will surmount.

Many a concern which begins by
being wholly skeptical of the feasi-
bility of air-freight will find itself
gratefully calling on air-freight as
a pinch-hitter.

The other effect goes deeper into
business and industrial operation.
To bring Source and Use closer to-
gether by one-half establishes a
wholly new and unparalleled situa-
tion, with potential results of the
most far-reaching scope.

Consider it — I make no prophecies
— in terms of short orders, or — as
it is the fashion to term it today —
of "hand-to-mouth buying." To cut
just one-half off the time required
to get an express shipment through
to its destination permits an even
greater postponement of the act of
placing the order. On the other
hand, it enables the wholesaler and
the retailer to cash in more than
ever before on unexpected demands :
a telegraphic order, "Send a gross

[CONTINUED ON PAGE 561

After All, People Talk That Way

I MET once, somewhere, in a re-
view of a certain popular novel,
a priceless phrase: "The author
knows the danger of writing too
well." That half-disdainful, half-
wistful comment, outrageously true,
snares in its taut drag-net advertis-
ing copy as well as fiction. Indeed,
copy it delimits even more ruthless-
ly; for while an author may defy it
and sneeringly accept the decima-
tion of his audience, the advertising
writer must acquire and please every
reader.

Now that does not mean bad writ-
ing, smashed syntax and puerile
Pollyan notations. But it does mean,
as I see it, occasionally salting your
copy with those colloquial, banal
cliches of everyday use that the
average man swallows with relish
because to him they taste like home-
cooking. Take, for example, the fre-
quently disparaged phrases "Of
course" and "After all." Weak, lazy,
inept! Irrational! It is a misde-
meanor to use them anywhere, a
crime to begin sentence or para-
graph with them. But — wait a min-
ute, now !

Grant that, from the point of
vii'\v of a precisian, the critic of
these and like phrases is not far
from being right. Economy, grace.

By S. K. Wilson

fastidious English — all are glitter-
ingly behind him. But can advertis-
ing copy — can indeed any genre of
writing that must feed on popular
acceptance — be held in general to
the rigid ideal? Are not in fact
such phrases precisely the locutions
which tend to humanize copy — and
therefore to swell its salability?

In short, won't people who talk
like that be pleased to be talked to
like that? Is there a higher order
of salesmanship than handing your
prospect his own "lingo"? What is
more rational than deftly fitting an
irrationality to the minds which do
not snuggle up instinctively to the
rational?

THEN, too, those two phrases are
often vital to the sense — -and con-
solidate it most strongly at the be-
ginning of a sentence or paragraph.
If you could count the number of
times they lead in ordinary conversa-
tion and how many times they
seemed inevitable in their context,
you would get not only a staggering
total for the first classification but
probably the same total for the
second.

Oh yes, it is possible to para-
phrase. You can avoid "Of course"
and "After all" by using: "It is

true," "Obviously," "In the last an-
alysis," etc. But is not that cure
worse than the disease, particularly
since the disease is worth a million
dollars to the practitioners who treat
it homoeopathically?

Finally, when you serve up "Of
course" or "After all" you are offer-
ing to the reader a supi'eme proof of
your reliance on his judgment. "Of
course," contradictorily enough, does
not always claim everything. Usu-
ally, it is faintly adversative, as, "Of
course, Omnipot cannot be used on
ormolu." Honest fellow you are,
runs the reader's comment. Like-
wise, "After all" hands your case
over to him. Even when these
phrases are bumptiously assertive
(as. "Of course it's Omnipot" or
"After all, what would life be with-
out Omnipot?") he will go with you
on their crest because that is how
he would express his own conviction.

No, the precisian will not sell as
many goods with his scrupulous
copy as will the writer who com-
promises with his audience on a
basis of what terminological garni-
ture the average reader likes with
his food. Too often, copy aiming at
the ultimate of correctness becomes
"faultily faultless, icily regular,
splendidly null."

October 6, 1926

ADVERTISING AND SELLING

&y ?

*mr

BiPhrofits on smdtljohs

f^\ / An interview with Harry Kent of Got* & Kent Co.' ^/

When we got ourMcMylex-Interstatconc-

yard shovel for small jobs running betw ecu
700 and 1 500 yards, plenty of contractor
thought us crazy. It is firmly rooted in
many contractors' minds that money can-
not be made with shovels on this class of
work. We had our profits estimated on a
very conservative basis, so we were not,
worried. The actual profits, however, have
far exceeded these estimates.
Yesterday is a fair example of how wc do
it. At 7 o'clock, the shovel was unloaded

from the trailer and we started breaking
ground. Five trucks were on the job.
At 5 o'clock that night- wc had moved S00
yards of dirt and the excavation was
completed.

A lot of credit is due our McMyler-X nter-
state shovel. Wc selected it for its 6 x S"
engines and 90" boiler the huskiest power
plant in any one-yard shovel.
If all contractors knew what wc bnowof this
shovel, you wouldn't need any salesmen.

1 i

: *- ^ ■

We couldntkcep up r/ith the crane

\ Sewer ,:■■■■■■*-,■ i ..- I

curMcMytot Interstate g» crawler rrj»n

-■:■■ ;cb . f kc-.-p"!'. 'ht ci:ch r.i-.r;si! f;f the -*yj

I: ■ ■ ■. wir.l-r u:.i:lh?biirl:r: hj-d IwelvcinChtt
.1 nor. to !'■' ■ ratt V>iu c.v.: <Xt\\ SB* how we were
Kcrrted. even though we d d have j Jot ■ >

■ir. the CfiKIC under norm ■ working ojndil rn .

Well 1 want to tell you, the outfit
certainly matte r'. "!' W ■; ->m
up with tltc crane, and thai ditch hod
to he twelve fwt wide am! fifteen to
twenty feet tfeei*. Tlial '* going him
Theonly repairs wc had were new bin '*
it Lcelh, and that was to 1>c expected "

"The bucket, by the wa; yard MeMyler.

I ■■ ; ...-■..■ ^c.ieht !ti»i year

No '.e»-th tnudc could h,--vr. stolid ■![.:■ iert
meni and the way the bucket held upundtt the extra
ordinnnl) hard digging was ■■ i

"During the two years wc have had out crane, il ha .
■ ■
utiafnctioii.Therehsvcbeeni

■ tceptipti of the bucket teetL
oy "recommend this cisnr

i.. ,
Lett;

r fci'-o

By-Products of Industrial
Testimonial Advertising

By R. S. Rimanoczy

Advertising Manager, McMyler-Interstate Company, Cleveland, Ohio

IT is human nature to dislike to
retract a statement or to be ap-
prehended in inconsistency. It
is our pride that makes us stubborn,
and it is pride that welds us to a
product that we have publicly ac-
claimed or defended, even if in a
joking way.

This trait is responsible for the
most valuable by-product of testi-
monial advertising: repeat sales.
The value in dollars and cents, of
course, is dependent on the volume
of repeat business coming from each
customer featured in the testimonial
series. My consumption of Lucky
Strikes could never be considered
worth the trouble of featuring. On
the other hand, the user of a $10,000
piece of equipment who buys such

equipment every year or so, or the
manufacturer who consumes a large
volume of low-priced units, is in a
position to warrant this guarding of
their good-will.

What is the reaction when a cus-
tomer opens the latest edition of the
leading trade paper and sees a full
page advertisement featuring his
plant, equipment, and the results he
has obtained through using the
equipment? He is flattered from
three angles : First, his natural pride
in his organization is touched ; sec-
ond, he is convinced that his trade
is appreciated; and, third, he sees
himself as a leader in his industry
contributing in a semi-editorial way
to the paper.

As he reads the copy, the good

points of the equipment are accen-
tuated in his mind and, unconscious-
ly, the unfavorable points are pushed
into the background. The members
of his trade association mention the
advertisement and, as men will do,
check the veracity of the statements.
Every time the user reviews the re-
sults obtained, he is publicly declar-
ing his satisfaction in and his pref-
erence for that particular equipment.
Very probably he will be involved in
discussions in which it is necessary
for him to defend the equipment.

This process builds a metaphorical
wall between that man and any other
make of equipment. As the process
continues, the wall is strengthened
and made higher. It is this wall that
the competitor's salesmen will have
[continued on page 86]

ADVERTISING AND SELLING

October 6, 1926-

THE impression prevails thai the old limes were "pood" — though historians differ about the matter.
Illustrators <l<>n"l. Henry Raleigh and Maxwell House (lotl'ec have consistently done their hit by
means of these charming pictures to foster the theory thai in previous periods the alleged human
rax- was full of whimsy, beauty, and gently comical characters. Their "atmosphere" is ingratiating

October 6, 1926

ADVERTISING AND SELLING

Attacking the Distribution
Problem Seriously

WAR multiplied productive fa-
cilities tremendously. Stocks
expanded; wages increased;
prices soared. War demands stopped,
but continued buying was antici-
pated. Suddenly, however, buyers
rebelled at excessive prices; liquida-
tion of accumulated stocks was pre-
cipitated. Appalling losses were
entailed. These losses were inflicted
on all lines of business, on all func-
tionaries engaged in business. De-
flation hit everyone. Reorganization
began; readjustments proceeded.
New alignments were made, but the
forces of reorganization and read-
justment are still operating. Scars
have not yet disappeared.

One of the results of readjust-
ment was hand-to-mouth buying,
barely keeping pace with current de-
mand. This imposed radical changes,
the transforming of prevalent prac-
tices. The retailer buys less. The
multiple warehouses, represented by
his stock rooms and display shelves,
are no longer overcrowded. His re-
serve stocks the jobber may carry.
But jobbers' warehouses are no
longer bulging. They, too, are buy-
ing in small quantities. Their re-
serves the manufacturer must care
for. But the manufacturer protests.
He cannot regulate his production
and adjust it to uncertain demand.
He cannot anticipate his require-
ments for material. He cannot
manufacture a steady flow of goods
without assured outlets to relieve his
stock rooms. He looks for relief.
Some seek it in direct selling. Some
turn to chain stores. Some try
other means. There is talk of sup-
planting and dispensing with various
intermediary services. All of these
efforts have been groping and un-
certain, but the growth of chain
stores and buying chains, impelled
by war deflation and stimulated by
certain economies the chains effect
has been one of the outstanding de-
velopments of recent years. No one
knows how far they have expanded;
none would dare predict how far they
will extend.

Coincidently, jobbers have been re-
adjusting their operations, concen-
trating efforts, reducing lines, seek-

By E. M. West

ing closer correlation between stocks
and demand simplifying services.
Some instances may be interesting
enough to warrant citation.

One jobber has cut his lines one-
third, his territory one-quarter, his
accounts one-half. He has concen-
trated his buying, concluding that he
could require from the sources of
his supplies services essential to
him only if the volume that he
bought justified and supported such
necessary services. He presented
this concept to his customers. They
could require services of him only
when they bought sufficient to war-
rant those services. Their purchases
should be in quantities and at in-
tervals that permitted economical
handling. He shared his savings
with them and saw his volume in-
crease, in the face of general de-
creases among competitors, until it
practically equalled his 1920 peak
volume.

4NOTHER jobber ascertained
xVwhich lines paid a profit and
which he handled below cost. He dis-
played his figures to his retailers. He
showed them that the items that re-
turned him a profit were handled by
them at a profit; that the items that
he handled below cost, they sold at a
loss. So he induced them to con-
centrate their buying on profitable
lines and to reduce their stocks of
unprofitable lines. They benefited
mutually.

Another jobber attacked his credit
situation. When goods left his ship-
ping floor, title passed to consignee.
From that moment until a check
was actually deposited in his bank
in payment, more than sixty days
generally elapsed. "If I am giving
sixty-day credits to a number of
merchants," he thought, "I can dis-
tribute these credits to better advan-
tage." He called on his best ac-
counts. He proposed to them that
he stock their shelves with a com-
plete array of the goods which they
required. We would retain title to
the goods and they should pay only
for the goods when sold. In effect,
he transferred the stocks he for-
merly carried in his warehouse to

the multiple warehouses provided by
the dealers' storerooms and shelves,
maintaining in his warehouse only
the necessary reserve stock.

He transformed his salesmen and
developed a new function for them.
They visited the dealers and took in-
ventories of their stocks. On these
inventories, bills were submitted and
immediately paid. Precise informa-
tion was obtained as to the rate of
flow of every item carried. In the
meantime, the salesmen took note of
any instance where an exceptional
sale for any item developed. The
salesmen inquired what method of
presentation and promotion pro-
duced this exceptional sale. Then,
as he made his rounds, each sales-
man informed his merchants how
they might develop an equivalent
sale. Through precise stock control,
through multiplied promotional
methods which had proved success-
ful, this man was able to control his-
buying and confine it to items that
move rapidly and so obtain maxi-
mum turnover on his investment.
The result: greatly increased profits,
elimination of credit and collection
difficulties, minimum selling effort
and expense, minimum handling, de-
livery and storage charges, stable
and satisfactory trade relations — in
short, a transformed business, oper-
ating smoothly and successfully.

THE means employed by each of
these three jobbers differed in
method, but were identical in prin-
ciple. While maintaining separate
ownership, each jobber coordinated
the distributive functions he and his
retailers performed, so that they
were actuated by the same anima-
tions : to eliminate wasteful and un-
necessary effort, to confine selling
and promotional expenditures to
rapidly turning and profitable lines,
and to reduce to a minimum invest-
ments in inactive stocks; thus re-
leasing the bulk of their money for
working capital, and making this
capital work to its maximum. In
no essential does this differ from
the successful methods employed
notably by certain progressive de-
partment stores at the present time.

[CONTINUED ON PAGE 52]

ADVERTISING AND SELLING

October 6, 1926

What Happens When a Country's
Currency Goes to Pot

By Christopher James

BEFORE the war, the Belgian
franc was worth 19.3 cents in
our money. When I was in
Belgium, some months ago, the Bel-
gian franc was worth less than 41 ■>
cents*. In other words, it had de-
preciated more than seventy-five per
cent.

Nevertheless, that same depreci-
ated and impoverished franc will go
quite a long way in Belgium. It will
pay for four telephone calls ! It will
take you and your wife downtown
and back again! It will buy half
a dozen Belgian newspapers !

With two francs you can, of

for two francs you can have the best
seat in the house. Really! At Os-
tend, I paid two francs to see "The
Ten Commandments" — the same Ten
Commandments as appeared on
Broadway a year or so ago and to see
which, if I remember rightly, one
had to pay $1.50.

Two francs will not admit you to a
performance of grand opera, but two
francs, ten centimes — call it 9%
cents — will. Your seat will be in
"paradis" — the top gallery. What
of it? You can see and hear as well
there as in any other part of the
house. For less than ten cents ! If

course, do exactly twice as much as you want a better seat you can have

with one franc. You can go by
street-car — "tram," they call it in
Belgium — from Brussels to Water-
loo, a distance of about ten miles, for
fr. 1.90— about 8Vi cents. Two
francs will buy you a very good
breakfast, not, of course, in a hotel

it for SVi francs — less than fifteen
cents. From that figure prices move
up, by easy gradations to twenty
francs (ninety cents). This, mind
you, in a magnificently furnished
opera house which seats 2500 people.

competent chorus, and soloists sec-
ond only to the world-famous song-
sters who appear at the Metropoli-
tan Opera House, New York.

Admission charges for theatrical
and vaudeville entertainments are
equally low. While in Brussels, my
wife and I attended one of the best
vaudeville shows we have ever seen.
We paid about twenty-seven cents
apiece for our seats. There were
none better in the house.

As you probably know, Ostend is
one of the most popular seaside re-
sorts in Europe. The only American
resort which can be compared with
it is Atlantic City. During July and
August, Ostend's hotel charges are,
in the estimation of Europeans,
shockingly high. When I was there,
early in September, the rates were,
I thought, very low — about a third
as much as one would pay for equally
good accommodations at an Amer-

is attended frequently by the King

de luxe, but in a modest, inexpensive and Queen of the Belgians, has an ican seaside resort. We stayed at a

cafe or restaurant on a side-street, orchestra of forty pieces, a large and hotel of the "deuxieme classe" (all

The meal will consist
of a pot of coffee with
a pitcher of hot milk,
two or three rolls and
a couple of pats of
butter. For an addi-
tional franc or, at
most, a franc and a
quarter, you can have
a boiled egg. So, all
told, your breakfast.
including a "tip," will
cost you about fifteen
cents. And it will be
delicious, every bit of
it. The rolls will be
crisp, the coffee as
good as, if not better
than, you get at home,
and the egg will be
cooked precisely as
you want it. For fif-
teen cents !

Many other things
you can buy in Bel-
gium for two fr:ui.
You can go to a
"cinema" for less
than two francs. But

tboul

TIIK Belgian franc, once worth L9.3 cents in American cur-
rency, i~ now quoted at 2.<> cents. !\lr. James discusses

extraordinary purchasing power of the depleted coin as
found it when it received a rating even higher tlum it due
present. He shows graphical].} what happens when a currency
goes to pieees and the merchants "turn e\ ervt I) i iifi into cash"

Belgian hotels are
graded), and we paid
$1.70 a day for our
room and breakfast —
eight y-five cents
apiece. We took
luncheon and dinner
wherever we hap-
pened to be. Some-
times we had quite an
elaborate meal and we
paid for it as much as
forty-five cents. At
other times we had a
simpler repast — soup,
rolls, cheese and coffee,
or an omelette with
rolls, cheese and cof-
fee. The charge for
the two of us seldom
exceeded s i x t y-five
cents. Dinners were
more expensive. They
cost anywhere from
twelve to sixteen
francs — fifty-four to
seventy-five cents —
apiece. Very excel-
lent meals they were
— better cooked, bet-
= ter served and more

| CONTINUED ON PAGE 84)

the

I at

THE ♦ EDITORIAL • PAGE

Those Surprising Western Buying Centers

TENDERFOOT eastern sales and advertising execu-
tives rarely understand those remarkable western
buying centers which far transcend the mere popula-
tion of the town. Many have been the sales mistakes
made by easterners who judge the local market solely
by the population.

But we now have an interesting check-up of a typical
western buying center, which makes it unnecessary to
rely upon the sometimes overly-optimistic calculations
of local newspapers. Montgomery Ward & Company
in recent weeks opened its first "display store" — first
of a chain of them — at Marysville, Kan., a town of about
3500 population. This opening was an event well
calculated to bring out a large proportion of the con-
sumers of that general buying territory. In the sixteen
days of the opening 14,000 people visited the new store ;
80 per cent of them making purchases. Montomery
Ward & Company expect to open fifty to sixty of these
display stores throughout the country.

Undoubtedly these 14,000 people represent no more
than half the actual population of this buying zone,
counting every man, woman and child ; possibly not
even half. But even on this showing it would indicate
a trading zone of 28,000 population making a town of
3500 its shopping center. Here is a unique illustration
of the peculiar nature of the country west of the
Mississippi ; a situation which has been accelerated
even more by the automobile and road building. Towns
which nobody in the East has ever heard of boast a
Saturday shopping population that would fill to over-
flowing most of New York's big department stores.

Government to Research Cooperative
Marketing

THE newest word from Washington is that the
Government is planning, through several depart-
ments, to make researches into cooperative marketing.

The clamor of the farmers for some kind of aid has
forced the Government to become active in bringing the
best possible information to bear on a business-like
solution of the farmer's problem. That solution is
undoubtedly cooperative marketing; but to make a
political issue of this is silly, as there is no opposition
to it. The road is wide open to any group of growers ;
and it is splendidly charted by the experience of other
groups.

The main need seems to be for more consistent
advertising, instead of using the printed page ade-
quately only when there is an extra large crop. A
consistently developed trademark reputation, a year-
round advertising, and even an application of the Ford
principle of quantity production at lower price will
probably be found sound, in spite of the apparent pres-
ent need for higher prices in some farm commodities. It
is far better to apply the law of supply and demand
to the market by cooperative effort than to have the law
of supply and demand take the initiative out of the
growers' lands.

Sales Lost Through Misuse

A BULLETIN issued by The American Institute of
Architects giving suggestions as to the size and
character of advertising matter intended for preserva-
tion by architects (A. I. A. Document No. 84, Edition
of 1926) contains a suggestion that should be given
broader application.

This suggestion is that information should be given
as to the probable improper use of the product. "The
architect should not be forced to obtain this informa-
tion through embarrassing and sometimes expensive
experience," says the bulletin.

While it may not be practical for the advertiser of
appliances or products that can be misused to issue
warning of such possible misuse in his advertising, it
is highly desirable that in literature that goes with the
application warning be given against any natural or
common misuse.

Just how important it is from a sales standpoint to
prevent a wrong use of a product was brought home
forcefully to the manufacturer of a very well-known
household appliance recently. This manufacturer, who
has a well organized re-sale staff, conducted an investi-
gation which disclosed that forty-seven per cent of his
sales had to be credited definitely to the recommenda-
tion of users.

The recommendation of users is a more important
sales factor than many business men seem to appre-
ciate, and to run the risk of losing sales through neglect
to warn users of the possibility of misusing the product
is short-sighted policy.

Buying a "Nickel's Worth"

AT a meeting of watermelon growers, late in the
summer, a leading subject for discussion was the
problem of widening the market for their product. When
considering the possibility of cooperative advertising
of the usual type, one speaker voiced the objection:

"The thing we need most of all is someone to show
us how to sell a nickel's worth of watermelons at a
time."

It was then stated that consumption of watermelons
is least in the cities in ratio to population. The reason
assigned was that city buying is "on a cigarette basis
for everything they eat — just enough for once and no-
thing left over." To this tendency the watermelon pre-
sents a difficulty, especially as the best melons are apt
to be those of large size.

In illustration of the practical difficulties, another
speaker mentioned his belief that "bar goods have
seriously cut into the sale of bulk candies," this being
true not because the public likes the bar better than the
bulk but because the bar manufacturers have made it
convenient for the individual to buy all the candy he
wants "in the middle of an afternoon" for a nickel or,
at the outside, for a dime. A like convenience of pur-
chase, were it but practicable, would aid the marketing
of watermelons — and, undoubtedly, many other items.

ADVERTISING AND SELLING

October 6, 1926

How to Help the Country Store
to Better Its Advertising

By Jefferson Thomas

NEARLY half of a
two-year period of
retirement from ac-
tive participation in ad-
vertising, forced by ill-
health and other circum-
stances, I spent in the
office of a country news-
paper.

During the whole of
this experience I could
not help being impressed
by the degree to which
the advertising of the
small-town retailer is of
a . character that cannot
possibly produce ade-
quate results.

In the endeavor to
make the semi-weekly
with which I was con-
nected render some ser-
vice to the merchants
who used space in its
columns, I made a some-
what comprehensive
study of similar news-
papers, and reached the -
conclusion that the con-
ditions existing in the place where I
was located obtain pretty generally
over the country.

It seems to me that the advertis-
ing situation found in the average
country store offers an opportunity
for dealers' service by manufac-
turers. Perhaps it would require
considerable expenditure in research
and experimental work to become
efficient, but in the end it could be
depended upon to produce unusually
good results.

A condition in country store mer-
chandising difficult for the city ad-
vertising man to understand is the
indisposition of small town dealers
to quote prices in copy. Funda-
mentally this can be traced to the
old system of trading, in which the
price at which the sale is made usu-
ally differs considerably from that
first quoted.

One not having contact with coun-
try town stores will be surprised to
learn that in many of them the one-
price policy has gained little

Courtesy Fditnr rf PrfM/s'iT

THE small-town newspaper has its unavoidable me-
chanical limitations, and the country merchant has
his own theories and habits where advertising is con-
cerned. The large-city agencies are all too often paro-
chially astigmatic when they send out their cuts and
copy without properly adapting them to conditions

strength, even in this otherwise pro-
gressive age when there are few
places with as many as a thousand
people that do not have paved
streets, electric lights, water systems
and other modern improvements.

In stores well stocked with trade-
marked goods, furnished with mod-
ern fixtures, and generally attrac-
tive, the customer from the city may
be handled on a standard price basis.
Let him remain in the background
as an observer for a little while and
he will notice that the system of
selling employed with the home trade
is quite different.

N°

1 ll ass

matter how large or well
I assorted his stock of nationally
advertised goods, the typical small-
town storekeeper objects seriously
to naming the prices in his local
newspaper. Often he buys space
liberally and fills much of it with
lists of the trade-marked lines that
he carries. But as to prices on any
important article — nothing doing!

As one of these mer-
chants put it, in talking
to the advertising solici-
tor of his home town
paper: "No, I won't use
prices. Why should I tell
my competitors the fig-
ures at which I am sell-
ing goods?" Yet the com-
petitors found out; for
time after time a cus-
tomer, quoted on certain
articles in the store of A,
would stall off the sales-
man and shop with B and
C, trying to get better
figures.

This antipathy to price
quotations hurts the mer-
chant, and renders it
practically impossible for
the newspapers to serve
him in such a manner as
to make his advertising
profitable. The people
are given prices by mail
order houses and prices
== are dominant in the ad-
vertising of merchants
located in nearby cities. The better
class of trade goes away from home,
often without real cause, to the det-
riment of the town, the store, and
the newspapers.

In one small city, having about
2500 people, with three times as
many more in its immediate trade
territory, a survey showed that over
sixty per cent of the buying of other
than daily necessities was by mail or
on shopping tours to larger cities;
though the nearest place of any size
was almost a hundred miles away.
The merchants of that city filled the
country papers with advertising con-
taining prices, and drew trade from
a big area surrounding the smaller
place.

Just how it is to be done I do not
know, but I am profoundly convinced
that some keen manufacturer of
goods having universal distribution
may make a ten-strike by a form of
dealers' service that will mean price
quotations in country merchants'
advertising. Perhaps a clause in the

[CONTINUED ON PAGE 44]

October 6, 1926

ADVERTISING AND SELLING

Bruce Barton

Roy S. Durstine

Alex F. Osborn

Barton , Durstine ® Osborn

INCORPORATE D

cl/Zn advertising agency of about one
hundred and ninety people among whom are
these account executives and department heads

Mary L. Alexander
Joseph Alger
John D. Anderson
Kenneth Andrews
J. A. Archbaldjr.
R. P. Bagg
W.R.Baker, jr.

F. T. Baldwin
Bruce Barton
Robert Barton
Carl Burger
H. G. Canda

A. D. Chiquoine, jr.
Margaret Crane
Thoreau Cronyn

J. Davis Danforth
Webster David
C. L. Davis
Rowland Davis
Ernest Donohue

B. C. Duffy
Roy S. Durstine
Harriet Elias
George O. Everett

G. G. Flory

K. D. Frankenstein
R. C. Gellert
B. E. Giffen
Geo. F. Gouge
Gilson B. Gray
E. Dorothy Greig
Mabel P. Hanford

Chester E. Haring
F. W. Hatch
Boynton Hayward
Roland Hintermeister
P. M. Hollister
F. G Hubbard
Matthew Hufnagel
Gustave E. Hult
S. P. Irvin
Charles D. Kaiser
R. N. King
D. P. Kingston
Wm. C. Magee
Carolyn T. March
Elmer Mason
Frank J. McCullough
Frank W. McGuirk
Allyn B. Mclntire
Walter G. Miller
Alex F. Osborn
Leslie S. Pearl
T. Arnold Rau
Paul J. Senft
Irene Smith
J. Burton Stevens
William M. Strong
A. A. Trenchard
Charles Wadsworth
D. B. Wheeler
George W. Winter
C. S. Woolley
J. H. Wright

iy>

NEW YORK
j8j MADISON AVENUE

BOSTON
30 NEWBURY STREET

BUFFALO
220 DELAWARE AVENUE

Member American Association of Advertising Agencies

Member Audit Bureau 0/ Circulations

Member 7\(ationaI Outdoor Advertising Bureau

ADVERTISING AND SELLING

October 6, 1926

Why Salesmen Fail

By G. H. Cleveland

IT seems to me that the easy first
conclusion about the failure of
salesmen is that many of those
who fail are not salesmen. A city
directory classification as "sales-
man" doesn't prove anything. It is
so easy to get a job as a salesman
that it is no wonder that a lot of
misfits are in evidence.

Why many men become salesmen
is a mystery. Perhaps they have
tried other work and haven't liked
it. Possibly they think selling will
pay them better than anything else.
There are some who dislike the con-
fining work and routine of office,
store or factory. There are also
brave spirits to whom selling is
an adventure. All sales managers
pray for and seldom get many of
that kind.

Regardless of the reason, when a
man decides he wants to be a sales-
man, he can nearly always get a
job. Perhaps on straight commis-
sion, but a selling job nevertheless.
Many of us do not demand very
much from our salesmen to start
with. We have decided in advance
that they must make good in a
hurry or be fired. A lot of hiring is
done on this basis; but we won't
start an argument now about the
efficiency and economy of the
method.

The demand for good salesmen
being greater than the supply, there
is nothing to do but to recognize the
situation and make the most of the
material at hand. This means find-
ing ways to improve whatever sales
ability men already have. Some
men are naturally gifted and it is
a simple task teaching them, but the
rank and file need all the help we
can give. When we hire a man as
a salesman we concur in his opinion
that he is one, so if he fails it is
fairly certain that we are partly re-
sponsible, if only for employing him.

Sometimes we have hired sales-
men because their past experience
seemed to indicate that they would
be successful with our line, only to
find that these men were worse than
I reel! ones. No one had ever taught
them some of the necessary funda-
mentals: responsibility, initiative.
ell reliance, honesty. To them re-
ports had to be made out to please
the boss. Orders were necessary to

hold their jobs. Work was a neces-
sary evil. Honesty consisted of any-
thing that would get by.

From my own experience, I be-
lieve that city salesmen do not pre-
sent the same problem that road
men do, consequently many of my
conclusions here are based on ex-
periences with road men. Because
the salesmanager has intimate daily
contact with city salesmen they
should be easier to control and less
failures should result.

AS a rule I prefer to employ mar-
ried salesmen. It eliminates the
woman problem. This isn't meant
to imply that the majority of un-
married salesmen present this prob-
lem, but there are a sufficient num-
ber to make it a factor to be
considered. Of course it is easier
to send single men on long trips, but
there are worse things than having
a salesman like his home. I have
never had a married salesman fail
because he got the girl fever. The
failure of some unmarried salesmen
occurs just as if it had been sched-
uled in advance. The same four
things always happen. The sales-
man stays too long in one place or
returns for Sunday too often. His

expenses rise, his sales drop and his
reports become irregular.

Some salesmen never realize that
the only value of time is its use.
These put in a full day, make a sat-
isfactory number of calls, but sel-
dom get down to the real business
of selling. They go from store to
store "making friends" for the
house, readily accepting any plausi-
ble excuse for not buying, and leave
the dealer inspired with the final re-
mark of, "Well, I'll see you next
trip." Salesmen of this kind are
usually hard to fire because they are
pleasant fellows and sincerely be-
lieve they are accomplishing some-
thing.

The opposite type is the salesman
who has "good" reasons for starting
late and quitting early. A sales-
man may not be fond of worms, but
it pays to be an early bird for other
reasons. I put in a long distance
telephone call one morning about ten
o'clock, expecting the salesman to
call me back at noon when he re-
turned to the hotel. Imagine my
blood pressure when I found he had
not left the hotel to start his day's
toil. If there were no clocks, how
would such salesmen know when to
start work? They are afraid to
start early because buyers will not
talk to them and they quit working
in the afternoon for exactly the
same reason. "Let's call it a day"
has lost many an order. It is hard
to convince them that Saturday has
possibilities.

I have known salesmen who were
absolutely lost in making their ap-
proach. If the man they were try-
ing to sell didn't give them an open-
ing they couldn't get under way. I
am not an advocate of rough open-
ings but a salesman should at least
have enough confidence to make him
determined to start something. No
man ever made any sales by talking
to himself, and it does not do a
salesman any good to think of a lot
of brilliant sales arguments after
he hits the sidewalk empty-handed.
Perhaps they can be bolstered up
by the thought that no great man
was ever born great. I believe that
confidence is one of the things that
can be trained into men.

A variety of salesmen that we all

know is the man who uses the wrong

[continued on page 87]

October 6, 1926

ADVERTISING AND SELLING

The Steam Railways as a Profitable
Market for Your Products

THE steam railways, next to
agriculture, represent the larg-
est industry in this country. Their
expenditures for materials and
equipment chargeable to both capi-
tal and operating accounts exceed,
by a large margin, the two billion
dollar mark annually. And the rec-
ord earnings and traffic so far this
year indicate a continuation if not an
actual increase of purchases in the
future.

The five departmental publications
which comprise the "Railway Ser-

vice Unit," can aid you materially in
reaching this important market.
Each paper is devoted exclusively to
the interests of one of the five
branches of railway service, thus en-
abling you to reach the railway men
who specify and influence the pur-
chases of your products, directly,
effectively and without waste.

Our research department will gladly
cooperate with you in determining
your railway market and the particu-
lar railway officers who influence the
purchases of your products.

A.B.C.

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

"The House of Transportation"
Chicago : 608 S. Dearborn St. Cleveland : 6007 Euclid Ave. New Orleans, Mandeville. La.

Washington: 17th and H Sts., N. W. San Francisco : 74 New Montgomery St.

London: 34 Victoria St., S. W. 1

The Railway Service Unit

Railway Age, Railway Mechanical Engineer, Railway Electrical Engineer
Raihcay Engineering and Maintenance, Railway Signaling

A.B.P.

ADVERTISING AND SELLING

October 6, 1926

Warehoused Goods Shielded
Against Creditors

ONE who wishes to read the
laws of warehousing will find
nothing in the law-book index
under the heading "Warehousing",
but he will find his references listed
under "Warehouse Receipts." In all
States the law of warehousing is
the law of the warehouse receipt,
that document being the contract be-
tween the warehouseman and the
owner of the goods. The receipt
serves two purposes: It is (1) evi-
dence that the goods described have
been deposited with the warehouse-
man; and (2) it contains the terms
under which they have been so de-
posited and the conditions under
which they will be released.

Like the Uniform Bill-of-Lading
Act and the Negotiable Instruments
Act, the Warehouse Receipts Act has
been enacted on the basis of uniform
wording in all of the States except
four (Georgia, Kentucky, New
Hampshire and South Carolina),
and, as a matter of fact, Kentucky
should be stricken from this list of
exceptions because the law of that
State, while not of the uniform
wording, is so in effect. The high
values of the tobacco and whiskey
stored there, and the heavy interests
of the Federal government in those
commodities, have almost compelled
Kentucky to have strong laws for
its warehouses. With the excep-
tion, therefore, of three States it
may be presumed that the law is uni-
form so far as concerns the ordinary
relations of manufacturer and ware-
houseman.

The law is <juite strict in hedging
the warehouseman as to what he
may and may not insert in his re-
ceipt (or contract); it defines most
exactly his responsibilities and his
rights, particularly his liens on the
for charges and advances.
All these matters are, however, for
the warehouseman to watch. So far
as the manufacturer is concerned.
the legal principles involved are
rather simple.

First of these is an understanding
of the warehouseman's duty to the
owner of the goods.

By H. A. Haring

The warehouseman is entrusted
with the safe-keeping of the goods.
Over them he does not, at any time.
acquire title. His is always a trus-
tee's relation. In the phraseology of
the law, the warehouseman is
"bailee" for the goods — a bailee be-
ing one who receives personal prop-
erty, in trust, for the purpose of
performing some act in respect to
it; the property being returned to
the owner (or his order) after this
act has been completed. The rail-
road is bailee for the goods it ac-
cepts for transportation, and in the
same sense the warehouseman is
bailee for what is placed in his ware-
house for storage.

Having received the goods into
store, the warehouseman's liability
for their care is defined in this man-
ner:

A warehouseman shall be liable for any
loss or injury to the goods caused by the
failure to exercise such care in regard to
them as a reasonably careful owner of
similar goods would exercise, but he shall
not be liable, in the absence of an agree-
ment to the contrary, for any loss or injury
to the goods which could not have been
avoided by the exercise of such care.

THE courts have held that if the
contract specifies that goods are
to be stored in a particular building
and the warehouseman violates this
agreement by storing them in an-
other building (thus cancelling the
fire insurance), the warehouseman
has made himself liable for the
value in case the goods are destroyed
by fire. It has also been adjudicated
that the warehouseman is liable for
goods damaged by flood in case his
warehouse is so located that high
water might reasonably be feared
(or had occurred before). Two
States (Arkansas and Texas') for
storing such products as cotton and
grain require the receipt to state the
elevation of the warehouse floor
above sea level, but. there as else-
where, such unprecedented floods as
came in 1013 absolve the warehouse-
man from liability.

The warehouse is obliged at all
times to keep each lot of goods so
far separate from the wares of other
owners, and from other goods of the
same owner for which a separate

receipt is outstanding, as to permit
complete identification and re-de-
livery of each lot.

In extreme cases of non-payment
of charges, the warehouseman may
sell the deposited goods for satisfac-
tion of his lien, but this procedure
is closely restricted by elaborate
regulations about notifying all inter-
ested parties. The only other con-
dition under which the goods may be
removed from the warehouse with-
out instructions from the owner is
an emergency such as fire, or a simi-
lar disaster when removal is a meas-
ure of protection.

Thus to assume risk for the goods
imposes on the warehouseman some-
what the same responsibility that
the banker shoulders when he agrees
to return the depositor's money. In
this respect, warehousing and bank-
ing are very similar in nature, the
one storing merchandise much as
the other does money. Modern
warehousing is possible, much as
banking is, only in so far as the
public has confidence in the ware-
houseman.

So essential is the element of in-
tegrity for the warehouseman that
often the motto is seen on letter-
heads and in advertisements: "bank-
ers of merchandise." This phrase,
or its equivalent, calls attention to
the responsibilities of the warehouse-
man. It signposts the risks he as-
sumes for what is entrusted to his
keeping.

YET the expression "bankers of
merchandise" is not technically
correct, for the reason that the legal
relation of banker to depositor is
quite unlike that of the warehouse-
man to the owner of goods, although
outwardly quite similar. The banker
and his depositor sustain a debtor-
creditor relation to each other,
while the warehouseman at no time
acquires title to the goods. If the
bank fails, the depositor is a general
creditor; if the warehouse fails, the
owner of goods in store is not in-
volved in the least. He may send
for his goods at will, with certainty

October b, 192b

ADVERTISING AND SELLING

4Z ^axfCptom &A& CfiAjUtca^t Stui^vc^lTlcrnJjt^t^

THE CHHI9TUN' SCIENCE MCiXITOR. BOSTON. TUESDAY. AUQUST 8. 1926

Women's Enterprises, Fashions and Activities

Shellac, Ancient and Honorable

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77ie Christian Science-Monitor

An International Daily Newspaper

Adveroi.ng Offices m Bo«„0. Nc Y»,k. London. P„i.. ri„„„«, Ph.l.delphi., Ch.c.go, Cleveland. Detroit, K,n», City. San FranciKo. Uoi Angelet, Sejt.le, PS-Hand (Orejo»)

ADVERTISING AND SELLING

October 6, 192b

of immediate delivery; or he may
allow them to remain in store, with
confidence that they will not be
touched by receiver or assignee.

The warehouseman is ever bailee
for the goods, holding them, with-
out title, solely for performance of
certain acts in behalf of the owner.
Only in one respect is the warehouse
a bank : both warehouse and bank
agree to return to the owner the
thing he has deposited. To this ex-
tent they are alike.

Even here a fundamental differ-
ence exists. The banker is liable for
return of the deposit, but, pending a
demand for that return, he may lend
(that is, use) the deposit as though
it were his own. The banker ac-
quires title to the deposit. But the
warehouseman is guarded by the law
against just this practice: he is for-
bidden to use, lend, or permit to es-
cape his possession the identical
goods deposited with him.

The two differ, also, in the manner
of returning the deposit. The ware-
houseman must return what is put
into store, without change or sub-
stitution, whereas the bank is ex-
pected merely to return the equiva-

lent of the value of the deposit. The
intention, in the case of the bank,
is that during the period of storing
the banker shall use the deposit
without restraint. With the ware-
houseman the case is different. He
has no privilege to use the goods in
any manner whatsoever. He may
not allow them to go from his con-
trol ; may not himself take them out-
side the warehouse except to pre-
serve them from disaster; and he
must, in the end, return the original
goods, not only with identity un-
changed but with neither over-
charges nor shortages.

BANKERS of merchandise, there-
fore, as used by warehousemen,
indicates their own concpetion of the
high demands of integrity for their
business, but the phrase does not
express the true relations of ware-
houseman and owner.

The second principle of warehous-
ing to be borne in mind is the dif-
ference between negotiable and non-
negotiable receipts. This difference
is rather well connoted by the words
themselves.

The goods represented by a nego-

tiable receipt will be delivered to the
bearer of the receipt or his order,
but only upon presentation of that
document for cancellation ; while
with the non-negotiable receipt, de-
livery will be made to the owner or
his order without reference to the
whereabouts of the receipt itself.
The negotiable receipt, as implied by
its name, is a "negotiable symbol for
the goods," possession of which is
all important; the non-negotiable re-
ceipt is merely evidence of an ordi-
nary contract to store.

With the negotiable receipt, right
to possess the goods follows posses-
sion of the document. Delivery of
the goods can be effected only by
presentation of the document to the
warehouseman for surrender (or for
notation of a partial delivery).

The endorser of a negotiable ware-
house receipt warrants only that the
receipt is genuine, that he has legal
right to it, and that he had no
knowledge of impairment of value.
He does not warrant (a) the reli-
ability of the warehouseman; (b)
performance by previous endorsers ;
(c) that the goods conform to the

[CONTINUED ON PAGE 621

You Can't Keep the Outsider Out

By Robert K. Leavitt

Secretary-Treasurer, Association of National Advertisers, Inc.

ADVERTISING will never be a
profession in the same sense
i_that law, medicine, architec-
ture and engineering are. For,
whereas the practitioner of those
professions must pass through a
long and arduous course of study to
achieve competence, or even to se-
cure the legal right to practise, in
advertising the rank, untutored out-
sider occasionally achieves a strik-
ing success on no basis other than
a sure instinct for the popular ap-
peal.

And this is not strange. In the
first place you cannot muzzle the
man who has something to sell,
solely on the grounds that he is un-
able to distinguish one type-face
from another or does not know the
difference between a half-tone and
a line cut. You cannot disbar the
owner of goods from advertising
them according to his notions of ef-
fectiveness just because those no-
tions do not happen to be yours.

And in the second place those
ideas of his have a way, once in a

while, of being remarkably and un-
accountably right. The history of
advertising is speckled with exam-
ples of terrible campaigns, offensive
to the eye of every true advertising
man, which have been tremendously
successful.

For advertising is salesmanship,
and salesmanship has this peculiarity
— which it shares with vaudeville-
acting, after-dinner speaking and
best-seller writing — -that occasionally
a man is born with a peculiar gift
for knowing how to please people,
how to fascinate them, how to per-
suade them. You can train nine
hundred and ninety-nine men to be
good salesmen, but the thousandth
will be a phenomenally successful
business-getter without anything
else but his own sure, unerring in-
stinct for meeting the mind of the
prospect. We can and do train ad-
vertising men, but we shall always
have with us the poor, ignorant, un-
tutored, ridiculous outsider whose
copy, the laughing stock of every
self-respecting advertising man,

strikes the heart-strings and loosens
the purse-strings of the buying pub-
lic. The percentage of advertising
success is overwhelmingly on the
side of properly trained men. Bril-
liant as is the showing of an occa-
sional instinctive advertiser, it is
more so in contrast with the cloud
of failures attending thousands of
unskilled attempts. There can be
no doubt that advertising is the bet-
ter for its tendency to demand tech-
nical competence on the part of its
practitioners.

BUT when we talk of advertising
as a profession, let us not fool
ourselves that there will ever come a
time when none but the elect may
practise its mysteries. Let us not
deny the occasional success of the
outsider. Let us not forget that
even the most competent technician
in the business can well afford to
cultivate that instinct for catching
the popular imagination which is so
important to vaudeville actors, sales-
men and — advertising men.

)ctober 6, 1926

ADVERTISING AND SELLING

STOP

"Strathmore Says Stop!"— and so do the advertisements
of Strathmore Papers.

The problem was to express the fact that the use of
Strathmore Papers assures attention for direct mail.

The solution was an Interrupting Idea in art and copy.

This series, now appearing in the Saturday Evening
Post, was prepared for the Strathmore Paper Company
by the Federal Advertising Agency, Inc., 6 East 39th
Street, New York.

ADVERTISING AND SELLING

October 6, 1926

Publishers and False Advertising

By William E. Humphrey

Federal Trade Commission

PUBLISHING, like
every other business,
has its crooks and
scavengers, and these dis-
reputable publications are
the most powerful instru-
ments for unfair practices
and fraud that we have to
combat in the conduct of the
nation's business. Prevent
the publishing of false and
misleading advertisements,
and you will strike the most
vital blow that can be given
to that class of fakers and
crooks that plunder the pub-
lic.

The people of this coun-
try are annually robbed of
hundreds of millions of dol-
lars through these fake ad-
vertisements, most of which
are plainly false and known
to be so by those who take
money for" their publication.

All of them prey upon the

weak and the unfortunate,
the ignorant and the credulous.
There is no viler class of criminal
known among men than this. And
what of the publisher that, for hire,
publishes these false advertisements,
knowing them to be false? He is
equally guilty with the principal. He
shares in the ill-gotten gains. He
acts from the same motive. If in
any degree he differs from the prin-
( ipal, it must be one degree lower,
for his chances of punishment are
less and his responsibilities greater.
Fortunately for the public the
number of publications that join
hands with these criminals and be-
come one in common with them are
few. The newspaper columns of the
country are most commendably free
from such advertisements. Most of
the magazines exercise great care in
the selection of their advertisements,
and deserve great credit for having
done more than perhaps any other
agency in bringing about truth in
advertising. Such newspapers and
magazines, so far as 1 know, have
purged their columns of advertising
referred to, voluntarily, inspired only
by the highest motives and without
any prea ure from public authorities.
There still remains, unfortunately,
a small percentage of publications

Editor's Note

THE accompanying article consists of por-
tions of an address recently delivered before
the National Petroleum Association at Atlantic
City, N. J. In it Commissioner Humphrey
attacks the practice of fraudulent advertising
and stresses the responsibility of the publisher
who knowingly accepts insertions of this nature.
Commenting editorially, we are constrained to
call attention to the fact that the Commissioner
has neglected to give what we consider due
credit to the Better Business Bureaus, local and
national, and to various other organizations
which have already done highly constructive
work along this line. However, to all intents
and purposes this address is in the nature of a
declaration of war by the Federal Trade Com-
mission against an abuse of long standing, de-
plored by ourselves in common with all respect-
able business practitioners. As such we commend
it and urge it upon the attention of our readers

whose number in the aggregate is
great, that will publish any adver-
tisement for money, regardless of
truth, honesty or decency. Against
those publications, I have persuaded
the Federal Trade Commission to
commence a war, that, if I have my
way about it, will be a war of ex-
termination.

T is not the cases where the pub-
lisher uses reasonable care and acts
in good faith that do the harm, or
that we are concerned about. Again.
as has already been stated, it is only
the few disreputable exceptions that
publish the character of advert ise-
ment to which I have referred. The
vast majority of publications in the
country find no difficulty, not only in
obeying the law, but keeping out even
those advertisements that are ques-
tionable. The faith of the public in
the publisher is a large part of the
value of his advertisements. Right-
ly or wrongly, the public assumes
that the publisher has knowledge of
the advertiser whom he commends
to public confidence and patronage.
On that assumption the public pays
its money and often commits to ad-
vertisers things more vital than
money. To exercise such power over

one's fellows is an extraor-
dinary privilege. It carries
with it extraordinary duties
and responsibilities. It is
only proposed to require the
publisher to be what the
reading public believes him
to be. This is the inevitable
measure of his moral respon-
sibility to the public, and the
Federal Trade Commission
seeks to apply such moral
standards to his business re-
lations and practices. The
public faith in the publisher
which he sells to advertisers
he should vindicate and jus-
tify to his patrons.

I can produce today, maga-
zines that in a single issue
carry not less than fifty of
the vile, dishonest and in-
decent advertisements of the
character to which I refer
I do not refer to advertise
— ments that may be in the
twilight zone or near the bor-
der line, but only to those that are
brazenly and shamelessly fraudulent,
The sum of money gathered in by
this class of crooks is astoundingrl
great. While no method is known by
which this amount can be measured
with any degree of accuracy, yet I
am satisfied from what investigation
I have made that the sum of it is
more than $500,000,000 each year.
And this vast amount largely comes
from the poorer class.

How can this gigantic evil be
leached? The efforts of the Federal
Trade Commission so far have not
brought encouraging results. We
have tried to reach the originators
of these schemes. We have accom-
plished something, but comparative-
ly little. They are usually fleet and
cunning crooks that engage in this
business. When located, they fold
their tents and silently vanish, to
commence business again in some
new locality, under some new name.
For this reason, among others, we
have found proceedings against them
have not accomplished what we
hoped.

Is there no way that this vast
army of crooks can be reached? I
have given this matter considerable
study during the past year and I

[CONTINUED ON PAGE 51]

October 6, 1926

ADVERTISING AND SELLING

I \

Lens and Pencil
Always Busy for You

A new foundry goes up in Milwaukee; something novel in blast
furnace design is blown in on the coast of Massachusetts; the
last word in merchant mills is ready to commence operations in
the Youngstown district — always the new, the novel, the im-
proved is taking place in widely scattered parts of the country.

To give the rest of the metal trades the facts on improved
manufacturing facilities or methods is a primary obligation of
the industrial publication.

The Iron Age, with its representatives blanketing the indus-
trial states, is in unexcelled position to report the new develop-
ments of interest to metal trades manufacturers. Its pages are,
therefore, filled with photographs, drawings and facts to do it.

Thus it presents for study the facts otherwise almost impos-
sible to obtain.

That's why they read THE IRON Aqe

And that's why 1200 advertisers regularly put their
sales story in The Iron Age

&,\v

ADVERTISING AND SELLING

October 6, 1926

<!<•

You Advertising Men Are
Wonderful Liars ! "

'W\

'HAT'S your line? . . .
Advertising, eh? . . . Great
game, advertising ; made
big strides these last few years. . . .
But my gosh, you advertising men
are wonderful liars!"

Doesn't that have a familiar ring?
If you haven't heard a strikingly
similar comment in a hotel lobby or
the smoking compartment of a Pull-
man car, you are, I fear, a singularly
unsocial being.

Perhaps you have even gone as
far as to argue the point with your
casual acquaintance — but without
making any appreciable progress.
For we might as well admit, just be-
tween ourselves, that there is a con-
siderable store of circumstantial evi-
dence that can be brought up against
us.

But wait a minute. Retain your
coat and your calm disposition, and
let's sit down and talk this thing
over.

Mind you, I'm not contending that
our copywriters are purposely ape-
ing Ananias. The percentage of
deliberately deceptive copy is
amazingly small. We all know that.
And we're justly proud of the fact.
But just the same, the advertisement
that really rings true is a rarity.

We have brought advertising art
to a point where our illustrations
often are the envy of the editorial
page. We have gone far in the
mastery of effective layout and
typography. But here's a sad fact
that sticks like a flea to a fleece: Too
often we take our copy text from the
Barnum & Bailey billboards!

Mild mannered copy men, who
shrink from the spotlight and pale
at the thought of personal publicity,
take their typewriters in hand to
sing the praises of Somebody's suc-
cotash or soup-strainers. Straight-
way they throw overboard all in-
hibitions and give full play to penl
up feelings. They pile superlative
on top hyperbole, and season the
concoction with a handful of excla-
mation points and shrill cries of
"Hark and hear the Eagle scream!"
And Gentle Reader passes unhesi-
tatingly on with the mental comment,

By Maxwell Droke

"Oh, that's just an advertisement."
"Just an advertisement" — and
therefore to be taken with the usual
grain of chloride of sodium. That,
it strikes me, is a rather serious in-
dictment of our cherished creations.
I have used some strong language
here ; indulged in some statements
that may rouse a whirlwind of hisses,
an avalanche of anathemas. That
often is the case in dealing with dis-
tressing but readily provable facts.

AT this point I invite you to pick
,_up any general publication that
may be within easy reach. Let's read
— really read — a few of the adver-
tisements, and see if perchance we
can find some grounds to substanti-
ate my claims.

"The Car wins the world!"

Isn't that a claim that rather savors
of the sign-board? Another: "The
world's fastest selling high-powered
car." And this: ". . . sweeping
to leadership . . . with a speed
unequalled by any new car." "Out-
standing beauty — superior perform-
ance" is the assertion of a well-
known manufacturer.

In a single advertisement one
automobile maker claims "Better
performance — smoother riding —
greater durability — lower upkeep
and less depreciation." A few pages
further in the magazine, a rival
headline "Greater Endurance —
Greater Power — Greater Perform
ance." No doubt the copywriter's
failure to chronicle the other virtues
was merely an oversight.

We find a tire manufacturer im-
plying "the highest standards in the
industry." Another, if we are to
credit his boast, makes "the finest
tires in America." And on the very
next page still another manufacturer
assures us "longer wear and greater
riding comfort."

But the manufacturers of auto-
motive equipment are by no means
the only offenders. A maker of food
products tells us thai his materials
are "from the finest fields and gar-
dens in America." Another insists
thai his are "the best that money
can buy." The same statement, by

the way, is used, practically word
for word, by three other manufac-
turers in as many different lines.
A paint manufacturer refers to "the
unequalled . . . standard of ex-
cellence."

Now mind you, I don't for a min-
ute contend that any one of these
claims is deliberately false or mis-
leading. I believe they were set
down in absolute sincerity. It is
only natural for each manufacturer
to feel that he has the best product
for the money. But the time has
come when he must do something
more than stand in the middle of
the road and shout, "My mouse-traps
are matchless!" In these keenly
competitive times we need less bill-
board boasting and more construc-
tive merchandising copy.

The toilet article field is a place
where exaggeration has long run
rampant. Perhaps you have seri-
ously wondered if some manufac-
turer would not reap rich rewards
in the form of increased believa-
bility by deliberately "leaning back-
ward"— writing uncommonly frank,
modest, sensible copy.

AND this brings up an interesting
l\ story. A year or so ago a manu-
facturer of a high-grade line found
himself in quite a predicament.
Rivals were making absurd and pre-
posterous claims as to the merits of
a general beauty method which this
manufacturer featured. Instead of
following suit and trying to outdo
competition in boasting, the manu-
facturer made a radical change in
his copy appeal. In a letter accom-
panying his samples he said, in
effect: "Now let us be perfectly
frank with you. The Blank Method
will not make over your complexion
in the space of a few clock-ticks. It
is going to take a little time, and
just a little effort on your part to'
assure complete success.
The result was that women sensed
the real sincerity of the message.
They went about the treatment in
earnest and, instead of becoming
discouraged after two or three ap-
plications, they were prepared to

[CONTINUED ON PAGE 48]

October 6, 1926

ADVERTISING AND SELLING

A THIRD of a century ago many
farmers sneered at "book farming,"
and not without reason. Theory too
often took the place of experiment and
practical experience. Farm folks are
still chary of untried theory. But they
are keen to adopt methods that have
been proved on other farms.

"That Sounds Practical;
-I Can Do That!"

Proved on other farms! That's why
Capper's Farmer is the most power-
ful farm influence on the farms of the
Midwest and Southwest. It "sounds
practical." It is practical because it is
made by practical farmers for practical
farmers.

(uppefsBrmer

—50%

of its contents comes
from actual farmers who

write in farm language of their

successes and failures.

—20%

of its articles comes from
county agents and home
demonstration agents.

AX^Qfi of its contents comes by

r •* staff writers who visit

average farms and write first hand
stories of what is doing.

— 0%

comes from free lance hack
writers.

It is this intimate relation ivith the in-
dividiuil farmer that makes Capper's
Farmer the power it is in the territory
it covers as does no other farm monthly.
It's their paper.

Published at Topeka, Kansas
by Arthur Capper

815,000

Subscribers

M. L. Crowther, Adv. Mgr.
120 W. 42nd St., New York

ADVERTISING AND SELLING

October 6, I<*26

The 8pt. Page

bodkins

A LITTLE town where I was visit-
ing this summer was all agog
over the coming' revival of
"Uncle Tom's Cabin." With a friend I
dropped in for a few moments to watch
rehearsal. The scene happened to be
Little Eva's death. I admired the pro-
fessional way in which the very little
girl playing the part went through her
difficult "business." But the director
was not quite satisfied. "A little faster,
dear," he prompted. "You're doing it
beautifully — but theti won't wait for
US, you .sec."

Would that every copy-writer could
have a director like that standing at
his elbow, speeding up his tempo! So
many there are who write copy "beau-
tifully." But by the time they are
through introducing their subject and
are down to brass tacks, the public is
no longer with them. The page has
been turned . . . "They won't wait for
us. you see."

—8-pt—

A reader writes to call my attention
to the mis-spelling of "exhileration" on
this page in a recent issue. He and
Noah Webster seem to agree that it
should be spelled "exhilaration."

Well, I still prefer the look of the
Wind spelled my way, though I suppose
1 shall prove just conservative enough
to fall in with the orthodox spelling.
Provided my secretary can remember
about the "a." She failing me (as I
reluctantly confess that she sometimes
does), I shall have to depend on that
much booted individual referred to in
the recent brochure issued by Richard
Walsh-Cleland Austin-Trell Yocum-Guy
Holt's new John Day Company, as the
"learned corrector of the press."
—8-pt—

The Yellow Taxicab Company of
Canton, Ohio, is in advertising revolt
against the florists! Leastwise I noticed
this morning on one of its cars a sign
reading, "Say it with brakes and save
the flowers !"

—8-pt—

How can I hope to hold the interest
of the readers of this page, with this
intriguing new Chicago Tribune "From
the Tower" page at the back of the
book competing with my humble efforts?
It was bad enough when Jamoc edged
in with his E. (). W. department, with-
out having to go up against the talenl
available to the McCormick millions! I
must bestir myself. Mayhap a new
ink-pot would serve me with better

thoughts.

At all events, I send greeting by the

copy hound who stands without my
door to the editor in his Tower.

— 8-pt—

Speaking of ink-pots calls to my mind
a paragraph from a letter which Dana
Ferrin handed me last evening, know-
ing of my early print-shop training and
my love for the smell of printers' ink:

"As a very small boy I grew up in a
printing office where there was always
a black pot of roller composition. My
father told this story of a rival editor —
that he fell into the press and knocked
a hole in his head, so that his brains
ran out. The printers were in despair,
until one of them thoughtfully picked
up the black pot and poured the roller
composition into the cavity. The editor
recovered, and did his work fully as
well as before. Only, on certain hot
days of summer, when the roller com-
position grew hot and spluttered, the
editorials were subject to aberrations
not explainable to one who was not in
on the secret!"

—8-pt—

Whenever I feel myself growing
smug over the progress of advertising
in America, I realize that another
English mail must be due. For the
English mail always brings something
in the way of an advertisement that
humbles me. For example:

THE FIRST CREAM CRACKER

WHO WAJ IT lint discovered tnii almond-, and
■ '.uil lofethci iiui ncithci ol than iv tcjU>
i lb,' other? Wh»i n irarkablc »>-«> wm
i added icd-ciifcini icily lu mulion?
Ducovcrct* like ihc«r .1 dw f*m( bui

wc do km™ wl I'" adding the * ream

Cnckct io d ■ 'I -■■|i i '"'■ ""J- "«"

' londernil h*nJ

lot Cream Crackcn and the oven ■> nill gotfl
lumiH| ihrni (Ml limed 1'fvAn.dimpkd jnJ dtt

JACOB'S

— 8-pt—
And speaking of the English mail re-
minds me — why do I not receive occa-
sional letters from readers on the Con-

tinent? Are there not, in Paris, say,
good friends who might furnish inter-
esting bits of French sparkle that would
add interest to this page?
—8-pt—

Much has been written on the sub-
ject of candor in salesmanship, but it
remained for young Gifford Pinchot,
Jr., to supply the classic "case."

Frederick Collins relates in his
book, "Our American Kings," that
when the lad's father was running for
Governor of Pennsylvania, "Giffy" in-
sisted on writing a speech giving the
reasons why the elder Pinchot should
be elected, and this is what he wrote:

"My father ought to be elected be-
cause he will make a good ruler and
besides we will get low numbers on our
automobile and go through the traffic
cops."

— 8-pt—

There is advertising and there is
focused advertising. I took occasion re-
cently to commend an Alexander Ham-
ilton Institute advertisement focused
on "a married man with two children."
Now my hat is off to an Oakland-Pon-
tiac newspaper advertisement run re-
cently by H. L. Shatton, Inc., New
York distributors. The heading read:

~\Ve have designated the week of

September 4th to 11th as

FOUR CYLINIiKK

TRADE-IN WEEK

"Drive a four in, drive your Pontiac

Six out," continued the advertisement.

Is this not calculated to attract more

attention than a more general appeal?

— 8-pt—

1 see by the papers that Sir Denison
Ross, the eminent surgeon and scien-
tist, declares, "There is practically no
limit to the amount of knowledge or
learning that the human brain can
store up without injury."

It depends upon what Sir Denison
means by "without injury." I have a
suspicion that too much book knowl-
edge can utterly destroy a man's ability
to think originally. I seriously doubt
if Henry Ford would have attained his
success had his mind been full of "book
learning." It takes rather elemental
thinking to form new mental concep-
tions, to see things as they are and vis-
ualize them as they should or might be.

October 6, 192b

ADVERTISING AND SELLING

Des Moines Register
and Tribune

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We helped 7,931 lowans Plan Their
Summer Vacation Trips

Wherever you travel — Europe, California, Florida, Atlan-
tic City, or Yellowstone — you will meet people from Iowa. This sum-
mer a party of over four hundred persons, organized in Shenandoah,
an Iowa town of 5,000, chartered an ocean liner for their vacation trip
to Europe.

The average Iowan is in comfortable circumstances and
enjoys traveling. When he contemplates a trip the first thing he will
do is to get in touch with the Travel Bureau of The Des Moines Register
and Tribune. This bureau during the past summer season helped 7,931
lowans plan their vacations. It serves lowans who live outside Des
Moines just as promptly and efficiently as it does local inquirers. It
is the only travel bureau in Iowa.

Communities, railroads and steamship lines find The Des
Moines Register and Tribune ranking near the top of their lists in low
cost per inquiry. Advertising in The Des Moines Register and Tribune
goes into every third home in the state of Iowa. And they're the pre-
ferred homes.

In the first eight months of 1926 The Des Moines Register
and Tribune carried 121 per cent more travel and resort advertising,
evening and Sunday, then the other Des Moines newspaper.

Pe£ plaint fierier xmft tribune

180,000 DAILY— 150,000 SUNDAY

ADVERTISING AND SELLING

October 6, 192b

How to Help the Country Store
to Better Its Advertising

franchise by which an agency is con-
veyed may be the entering wedge,
though I would try first to tie the
idea with dealer helps, particularly ad-
vertising plates.

More and more country merchants
like to illustrate their advertising, and
this fact may offer a partial antidote
for their indisposition to be specific in
copy.

rVT OWADAYS almost every small-
_[_^j town newspaper provides its ad-
vertisers with cut service of a kind. Sev-
eral syndicates furnish engravings in
exchange for space, and the plate
houses sell rather good cuts for low
prices.

Yet there is nearly always demand
for more and better illustrations than
are available in the average country
print-shop. The cut services available
to daily newspapers cost more than the
weekly or semi-weekly publisher can
afford to pay.

Most of the illustrative material, fur-
nished by manufacturers, that finds its
way to the country town store, is lack-
ing in a practical way. It may call
for too much space, or come in the
forms of plate difficult to handle with
restricted mechanical facilities, or be
unsatisfactory for any of a dozen other
reasons.

Apparently the greater part of the
big advertising agencies have a limited
idea of the conditions that surround the
printing of a small-town newspaper.
That the heads of many of them came
up from just such plants seems to make
no difference. The young men in their
production and forwarding departments
evidently labor under the impression
that Podunk Center and New York are
as like as two peas in matters of ma-
trices, engravings, and so on.

The average agency does little busi-
ness with the small-town papers, which
perhaps is excuse enough for its fail-
ure to furnish even the customers of its
clients with cuts they can use. And
presumably the advertiser jumps on the
agency when any considerable expense
is incurred on account of illustrations
for the country trade. The way is open
for some manufacturer to make a big
hit by going into the thing thoroughly,
insisting on service from his agency.

Little help can be expected from the
small-town publishers. Their duties are
too heavy and varied to permit them to
render service comparable in character
to that the agencies obtain from the
merchandising departments of the
dailies. In fact, they even fail to an-
swer correspondence about the national
advertising that might make a sub ban

[continued from page 30 J

tial source of income for the country
papers. This helps to make the adver-
tising agency reluctant to undertake
cultivation of the country field.

Small-town merchants doubtless are
just as uncommunicative when ap-
proached by manufacturers in matters
relating to advertising service. Most
of them will explain that they don't
answer letters on the subject because
they know in advance that any helps
they may be offered will lack in some
important essential. One of their pet
objections to the cut services and deal-
er helps of manufacturers is their fail-
ure to recognize climatic and other lo-
cal conditions which are of supreme im-
portance in country trade.

"Just look at this junk," exclaimed a
wide-awake Florida merchant to me a
few weeks ago. "Howin'ell can I make
use of newspaper cuts or store cards
that are filled with snow and ice and
illustrate articles that my customers
never buy unless they are called back
north to bury some relative. The so-
called summer stuff they send me comes
along in August or September, and is
all shot with the earmarks of vacation
time at the mountain resorts. Its use
would make folks laugh at me."

THE automobile manufacturers are
among the few modern merchan-
disers who appear to appreciate suffi-
ciently the possibilities of country news-
paper advertising to have seriously en-
deavored to solve its mechanical and art
problems. Some few of them still al-
low their agencies to adhere to the
sending of mats to small-town papers,
and the indiscriminate use of illustra-
tions which are filled with season or
localized characteristics. Mostly, how-
ever, the motor-car advertising reaches
the country publisher in such form as
to make it welcome to him and popular
with dealers.

Cuts are mounted, or come ready for
use on the patent base that is found in
most country printing plants. Mor-
tises for insertion of dealers' names are
big enough to permit the job to be
handled without trouble. Generally the
designs are such that the plates come
in two pieces, between which the names
are added. Several of the larger
agencies handling automobile accounts
have cuts shipped from centrally lo-
cated plate-making plants in various
sections. This avoids the long delays
incident to transmission of parcel post
packages for long distances, which
force correspondence about missed in-
sertions.

Propagandists and press agents have
also learned that the way to the coun-

try publisher's heart is through cuts
that he can use. Their material nearly
always comes in the form of the plate
that he has least trouble with, and from
a distributor located not far away
whom he regards favorably. While
not nearly so large a percentage of this
space-grabbing stuff is now used as
was a few years ago, enough of it ap-
pears to enable the propaganda ar-
tists to keep their clients satisfied; and
no small part of their success is due to
the way in which they cater to the con-
venience of small-town printers and
publishers.

If I were attempting to devise a cut
service that country merchants would
— and country newspapers could — use,
I think I should first make up my mind
to be satisfied with a comparatively
small amount of art.

By lessening the emphasis of the art
features of the illustrations, there
would be fewer scenes out of season or
character. Also the cost of drawings
could be cut somewhat, partially mak-
ing up for the expense of plates in the
right form.

As a matter of fact, I believe it
would be well to confine the art work,
for the most part, to a few striking
black and white designs of the goods
to be advertised, which could be used
in a variety of sizes by different re-
ductions in making the cuts.

A combination of trade-mark cuts,
with hand-lettered descriptions of the
goods, might also be a good thing, pro-
vided the text were kept brief and the
weirding made such as to practically
require addition of prices before the
plates could be used.

CERTAINLY, I should not under-
take to make my advertisements
complete in themselves; of the kind that
require only the addition of the dealer's
name and address to be finished produc-
tions. Even country merchants dislike
them.

Copy of this type calls for more
space, usually, than a dealer feels like
giving to any particular line of goods
he may handle. It does not permit a
use of slogans and terms which the
public has come to expect in the ad-
vertisements of any wide-awake store,
however small.

Frankly, I don't blame the local mer-
chant in the small town for his disin-
clination toward this form of "ready-
made" copy. Its use makes him appear
as an agent of the manufacturer rather
than a storekeeper handling the lat-
ter's goods. Unconsciously, customers
note the distinction.

Individuality is a big asset with the

October 6, 1926

ADVERTISING AND SELLING

Each Subscriber to MANUFACTURING INDUSTRIES
stands for a well established plant
with proved purchasing power

MANUFACTURING
INDUSTRIES

15 East 26th St., New York, N. Y.

RUTLEDGE BERMINGHAM

Advertising Manager

Publication of
The Ronald Press Company

Member A.B.C.— A.B.P.

\l)\ KRTISING AND SELLING

October 6, 192t>

Buying direct advertising
as an investment

/VdVERTISING — direct or any other kind — cannot
consistently be a paying investment if handled by
playing hunches. It must be planned and executed
in a businesslike way in logical relation to sales
activity.

Its every expenditure must be judged by weigh'
ing the work to be done against the cost of doing it.

The Direct Advertising Budget is a text book on
this method of management as a guarantee to ef-
fectiveness. It applies to direct advertising the same
sort of practical budget system as already controls
production, selling and national advertising, in all
well regulated establishments.

I The price is one dollar.

^ mined to put their dire*

| basis, a copy will be

But to executives who are deter-
red advertising upon a profitable
gladly sent free upon request

Evans-Winter-Hebb inc. Detroit

822 Hancock Avenue West

The business of the Evans- Winter -Hebb organization is the execution of direct advertising as a definite me*
dium, for the preparation and production of which it has within itself both personnel and complete facilities:
Marketing Analysis ■ Plan • Copy • Art • Engraving • Letterpress and Offset Printing • Binding • Mailing

small-town storekeeper; his success in
large measure depends upon his capac-
ity for developing it. Advertising that
features the goods as such instead of
as a service that his store supplies is
destructive to that individuality.

"Blocks" of plate, that can be in-
cluded in larger and more general ad-
vertisements, are the form which I am
convinced that a ready-made copy and
cut service must take in order to as-
sure for it the widest possible use by
the merchants and the newspapers in
country towns.

IN these "blocks" there is no reason
why there should not be black and
white cuts of the goods and even, on
occasion, pictures suggesting uses. In
the smaller sizes, likely to be most pop-
ular, it would be better to keep pretty
closely to trade marks and name plates.
I should make all my "blocks" dou-
ble column or wider. The single col-
umn form means small type and vexa-
tions in handling the plates that will
lessen their use. Two inches double
ought to be the minimum size, and in
that space only a very, very little word-
ing dare be utilized.

Four inches double would prove to be
a favorite size in most cases, though
it would be well to include in the sched-
ule some six inch doubles and now and
then perhaps a four inch triple, to af-
ford material for the merchant when
he goes to make up half-page or full-
page copy.

In the mechanics of the plate-mak-
ing, I should follow very closely the
practices of the automobile manufac-
turers and their agents in having the
country newspapers supplied cuts in
mounted form or of the kind that can
be mounted in a jiffy on the patent base
generally carried by progressive coun-
try papers.

When it came to the matter of get-
ting the merchants to agree to use the
service, I'd be up a tree, figuratively
speaking. Letters to them, inclosing
proofs and return post-cards that must
be signed before the cuts would go for-
ward, might be answered if the stuff
happened to be superlatively good — but
I doubt it.

I know full well that if I depended
upon communications to the country
newspapers to assure distribution of
the proofs among merchants who car-
ried the goods advertised, and use of
the cuts by them, I would be sorely dis-
appointed. -My off-hand "hunch" would
be to send the cuts outright to every
dealer whom I could establish as a con-
tinuous buyer of the line.

.Might there not be found a point of
personal contact through the wholesale
houses? The small-town merchant
makes events of his three or four buy-
ing trips of the year, that take him to
one or more of the larger cities from
which he draws supplies. Could the
manufacturers afford to locate a service
man in each of a number of these cities,
who would be charged with the duty of
meeting the country dealers and "sell-
ing" them on the advertising helps
available for their use?

October 6, 1926

ADVERTISING AND SELLING

JTTVT R This advertisement is one oj a series ap-yi
[[IN. D» pearing as a full page in The Enquirer Jj

Mr* Cincinnati Radio Fan

....the morning after

THE morning after each great battle with
the ether, Mr. Cincinnati Radio Fan
is as jubilant as a two-year-old. He'll "tell
the world" about the stations he logged —
and those that got away from him? — well,
that's another story.

But eventually he'll get those stations,
too. He'll bring them in like a ton of
brick — if he has to try every receiving set
on the market.

And he'll make good his boast. Any-
thing that promises to help him out through
interference, or minimize static, or bring
in distance — he wants and is going to have,
because he has the money to spend for it!
Last year, his total bill for radio receiving
sets and parts amounted to more than
#4,500,000!

Naturally, Mr. Cincinnati Radio Fan is
pleased with the way in which his favorite

newspaper has kept abreast of his hobby.
Every morning the latest radio news in The
Enquirer adds zest to the post-mortem dis-
cussion of last evening's experiences. The
advance notices of tonight's programs are
eagerly consulted and — what's this? A radio
advertisement with a new idea . . . !

It's live interest such as this that greets
the announcements of manufacturers and
merchants of radio sets and parts in the
columns of The Enquirer. Most of these
manufacturers and merchants are aware of
this fact and have taken advantage of it,
too, for The Enquirer's radio lineage has
always led in the Cincinnati field.

Why not, Mr. Advertiser, profit from
iheir experience and offer your merchan-
dise through the medium that Mr. Cin-
cinnati Radio Fan claims as his own — The

quirer.'

I. A. KLEIN

New York

Chicago

THE CINCINNATI

Goes to the home,

R. J. BIDWELL CO.
San Francisco Los Angeles

ENQUIRER

stays in the home"

ADVERTISING AND SELLING

October 6, 1926

seeds

DUSK — and the sky is littered with
dark darting forms, some on their
way south, some to linger a few weeks
before they leave us. Fragile, feathered
balls — when other creatures disappeared
before man, the chimney swifts adopted
man's own creation, the chimney, as a
still further protection of their future,
their nests.

We see many an old business disap-
pearing before the rush of Today. But
we also see many an old business, by the
adoption of today's methods, making its
present and its future more profitable
and more secure than its yesterdays.

Advertising, a menace when a weapon
against you, properly used is the safe-
guard of the future. Hut each detail must
be economical, effective — particularly
your photo engravings.

Gatchel & Manning, Inc.

C. A. Stinson, President

'P/wto Engravers

West Washington Square <~^> 2jo South ~th St.

PHILADELPHIA

"You Advertising Men

Are Wonderful

Liars" !

[CONTINUED FROM PAGE 40]

stick it out with this line if it took all
summer. In the final check-up this
copy appeal proved to be fundamentally
sound.

And perhaps right here is a good
place to stick in a few words anent
the promiscuous use of the "prominent
person" testimonial. No one has any
complaint to make concerning the
legitimate or common sense use of
such indorsements. But when we ob-
serve a Broadway actor putting his
O.K. on Simpkin's shoe laces, insist-
ing that he can't be happy without
them ; or a dainty movie star singing
the praises of a soap that smells to
high Heaven, it, to borrow a phrase
from the after-dinner speaker, "gives
us pause."

IFOR one go on record with the be-
lief that such shindigs go a long
way to weaken Gentle Reader's belief
in and respect for advertising.

But it is not alone in the public
prints that the disciples of Barnum &
Bailey strut their stuff. Probably
there is not a merchant of any conse-
quence in the country who does not
receive his daily quota of asinine mail
examples.

Who among us fails to recognize
such boasts as these: "Thousands of
customers are cashing in on this won-
derful new line!" "Here is a line that
will double the profits in your shoe
department almost overnight!" "You
can do what hundreds of others are
doing every day!" "Just put the goods
on your counter, and pocket the profits.
The Blank line sells itself without
effort on your part." "This tremen-
dous national advertising compaign
will send customers flocking to your
store!"

Bunk!

Any merchant who has been in busi-
ness upward of a week knows that
goods do not sell themselves; that
profits are not doubled overnight, and
that even the most powerful national
advertising campaign will not send
customers flocking to a store.

Here again the writer doesn't delib-
erately falsify. He doesn't honestly
expect his wild claims to be taken seri-
ously. Pin him down to a point and
he will blandly explain, "Oh, that's just
pep stuff, you know; something to
ginger up the trade."

But if these statements are beyond
reasonable belief, what in the name of
common sense is to be gained by set-
ting them down on paper?

I am just conservative enough to
make a motion that we should put our-
selves past the point where "to exag-
gerate" can be given as one of the
definitions of advertising.

Do I hear a second?

October 6, 1926

ADVERTISING AND SELLING

OKLAHOMA/5 leading

the entire U. S. in condition

of farm crops !

Based on a ten-year average
for 100 per cent normal.
Oklahoma crops are 121.7
per cent.

lERE is proof that the big Oklahoma farm
market is your best territory for increased
profits ! Oklahoma is the only state in the
Union averaging more than 120 per cent in con-
dition of farm crops, according to figures com-
piled by the U. S. Dept. of Agriculture. The
crops of this rich farm market are 23 per cent
better than the average for the entire nation.
Oklahoma farmers have produced the greatest
wheat crop in the history of this state; their

corn crop this year will be three times as great
as it was in 1925; cotton is forecast to equal
the record made last year . . . every major
crop is bringing tremendous new wealth to Ok-
lahoma. An unlimited market exists in this
farm territory for every conceivable device and
comfort. Now is the time to go after business
in Oklahoma ! Advertise your product to all
of Oklahoma's farmers through their only farm
paper, the Oklahoma Farmer-Stockman.

^e OKLAHOMA

Car!. Williams *» ^i^^tSJS.

editor rtBHEIrcKBKMAi,

Ralph Miller
CLdv. Mgr

NEW YORK

E. KATZ SPECIAL ADVERTISING AGENCY

CHICAGO DETROIT KANSAS CITY ATLANTA

v\\ KHAXCfSCO

-.11

ADVERTISING AND SELLING

October 6, 19>(>

Selling the Farm in Winter

[CONTINUED FROM PAGE 22]

THIS is a 24-page book
illustrating a variety of types
and grades of Binders for
Loose Leaf Catalogs. It
offers suggestions and ideas
for the Advertising Man,
also the manufacturer mak-
ing and selling all types of
merchandise. It shows suit-
able binders for Dealers'
Catalogs, Salesmen's Cata-
logs, Customers' Catalogs,
Special Surveys or Prestige
Literature.

Write for it TODAY!

THE C. E. SHEPPARD CO.

273 VAN AI-ST AVENUE
I ll\l, ISLAM) CITY, N. V.

even to the ordinary sorts of travel.
The men get out, of course. The
milk is brought to market. Coffee gets
to the farm. But there is lacking, be-
cause it is impossible, all that freedom
of going and coming which forms the
romantic background of a city man's
picture of country life.

WITH a humorous twist, we have
come to a picture of loitering men
who "bask their shins against the round-
bellied stove," but this applies to men
of the rui'al village, not to the men of
the farm. The men on farms are house-
bound during the winter. The monot-
ony of feeding the live stock and keep-
ing the pump from freezing is broken
only by the pains of indigestion, the
fruits of eating too much of the richly
cooked food upon which their wives
lavish the endless hours of nothingness
from dawn to dark.

Do not, however, think of farm isola-
tion, in winter, as a handicap of South
Dakota or Kansas or Texas alone. It
exists there, but Ohio and New York
have identical conditions.

Within eighty miles of New York
City, with the regularity of winter it-
self, farm areas are isolated by the
alternating snow and mud for weeks
and months at a time. What is stated
for the metropolis is also true of the
whole of the Empire State, of New-
England — in short, of all the Northern
States. Nor is the warmer South ex-
empt from winter isolation, as anyone
will know who has tried to drive off the
main thoroughfare for a hundred
yards en route to Florida. Mud, kept
ever to a putty consistency by winter
rains, holds farm people to the farm.
Should a freeze come, the rigid ruts
are even more impassable. When the
"frost comes out of the ground" coun-
try roads are in the worst state of all
the year, "for," in the words of a Vir-
ginia road commissioner, "then even
the bottom runs soft."

Farms that front on main highways
escape much of this discomfort; not,
however, altogether. Even in the main
arterial highway of such a State as
New York, the highway along the
Mohawk from Albany to Buffalo, snows
blockade stretches of ten to twenty
miles for periods of six to eight un-
broken weeks; while more serious
blockades occur on other principal
routes.

The main routes, with their paved
in laces, form but a small portion of
the roads over which farms look to the
de world.

Ask any farm real estate agent
Without variation you will learn that
"whenever a farmer sells his farm, he
wants to buy along the paved roads."
The principal need of the farm is ade-
quate and convenient transportation.
The underlying reason for the city-

ward movement of population is that
the city nullifies weather, "and bad
weather," quoting a county farm agent
of Iowa, "is where the farmer gets
dissatisfied."

Bad weather it is that isolates the
farm. The city, accordingly, by coping
with the weather, kills the isolation of
farm life.

There is neither poetry nor romance
to farm life during the five months
that roads are bad.

How does winter isolation affect sell-
ing to the farm?

Visualize the monotony of being shut
in for three weeks at a stretch and the
solution will suggest itself.

"The mail-order house," was the en-
lightening luncheon comment of a Min-
neapolis manager of one of those in-
stitutions, "is the biggest bad-weather
salesman in America." He then pro-
ceeded to expound this theme, recalling
to mind how greatly retail selling is
hampered by forbidding weather, and
spreading a vision of the storm-bound
farmer's wife poring over the pages of
the mail-order catalog. "There are
many reasons," continued he, "for mail-
order success, but not the least of them
is that our bright pages allure them in
those long weeks when mud shuts off
the local merchant."

Far up in Alberta, where winter
covers seven-twelfths of the year
rather than five, a radio dealer in a
place so tiny that even the commercial
maps do not always print its name,
sold forty radio sets last winter for
a total of $10,800, "every one of them
to a farm, because another retailer
had exclusive license to sell in town.'*
The dealer's gross profit was $4,320.
"I did most of it on runners," he ex-
plains, "and often did not get home
nights because the roads were too
awful."

THIS man is an experienced farm
salesman. Of the opportunity he
has this to say:

"All summer they keep big dogs in
front of the farmhouse to scare sales-
men awaj .

"They are pestered to death, ten and
a dozen times a day, with fellows try-
ing to sell them something. But in the
winter, the salesmen are like the grass.
They wither up. I never meet any on
the road. They are holed up in some
steam-heated hotel.

"When they see me coming, the
women open the door long before I get
to it. They know I'm there to sell
something, but they take me right in.
If it's dinner time, they open their
finest cans of peaches for me; if it's
about bedtime, they give me the guest
room.

"Demonstrate the radio? Lord, yes.
They listen for hours. I don't have to
do much selling talk, because they sell

tae Jg

amg ar ar ar ar ag je j" "- »- "-"-»■ -»- j- a be ^_^.~^^-

Ijfie- £ticloAure<

WESTVACO SURFACE FOR
EVERY PRINTING NEED

ht 1926 West Virginia Pulp 13 Paper Company

~KL2

See reverie side for list or distributors

The Mill Price List Distributors of

WESTVACO MILL BRAND PAPERS

The Chatfield & Woods

Company

ao W. Glenn Street, Atlanta, Ga.

The Arnold-Roberts Company
Augusta, Me.

Bradley-Reese Company

308 W. Pratt Street, Baltimore, Ml.

Graham Paper Company
1726 Avenue B, Birmingham, Ala.

The Arnold-Roberts Company
180 Congress Street, Boston, Mass.

The Union Paper & Twine
Company
Larkin Terminal Building,
Buffalo, N. Y.

Bradner Smith & Company
333 S. Desplaines Street, Chicago, 111.

West Virginia Pulp & Paper

Company
73a Sherman Street, Chicago, 111.

The Chatfield & Woods

Company

3rd, Plum & Pearl Streets,
Cincinnati, O.

The Union Paper & Twine

Company
116-128 St. Clair Avenue, N. \V.

Cleveland, 0.

Graham Paper Company
1001-1007 Broom Street, Dallas, Texas

Carpenter Paper Company

of Iowa

106-112 Seventh Street Viaduct,

Des Moines, la.

The Union Paper & Twine
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551 E. Fort Street, Detroit, Mich.

Graham Paper Company
201 Anthony Street, El Paso, Texas

Graham Paper Company

1002-1008 Washington Avenue-,
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Graham Paper Company
332-336 \V. 6th Street, Traffic Way,

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The Arnold-Roberts Company
511 Chapel Street, New Haven, Conn.

Graham Paper Company

S. Peters, Gravier & Fulton Streets,

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Beekman Paper and Card
Company, Inc.

137-141 Varick Street
New York, N. Y.

West Virginia Pulp & Paper
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200 Fifth Avenue, New York, N. Y.

Carpenter Paper Company

9th &; Harney Streets, Omaha, Neb.

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419 S. Front Street, Philadelphia, Pa.

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86 Weybosset Street, Providence, R. I.

Richmond Paper Company,
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25 Spencer Street, Rochester, X. Y.

Graham Paper Company
1014 Spruce Street, St. Louis, Mo.

Graham Paper Company
16 East 4th Street, St. Paul, Minn.

West Virginia Pulp & Paper

Company
503 Market Street, San Francisco, Cal.

R. P. Andrews Paper
Company

704 1st Street, S. E., Washington, D. C.

R. P. Andrews Paper

Company

York, Pa.

October 6, 1926

ADVERTISING AND SELLING

it to themselves, and when they think
of my carrying it away with me the
sale's made."

In Ohio, also during this past win-
ter, a mud-bespattered man was met
on the street of a county-seat.

He is a subscription book salesman,
one of those who seem to make a pro-
fession of this business. He was led to
state:

"Farm people in the winter are a
gold mine. It takes a red-blooded man
to brave the mud and the drifts, and
I can't do better than eight calls a day.
But what's that? Out of the eight, I
made three sales today. That's almost
a week's quota.

"And expenses? It's rotten slang to
say it, but 'they just ain't any.' The
farmers give me two bang-up feeds
every day.

"Winter's the only time book-agent-
ing is easy.

"All the rest of the year they slam
the door at us, but in the winter the
farms treat us human-like."

Concerns who project farm selling
in the bad weather of winter must not
expect that their men will be able to
score many calls a day. The expense
for a call will be high. The ratio of
completed sales for a call will also be
high, and, therefore, the final cost for
a sale will be low.

Calls will be effective for the simple
reason that the salesman will be wel-
come and will be accorded that ne plus
ultra of selling: the undivided atten-
tion of the prospect.

The salesman will be cheered, once a
day if not more often, by a parting
word quite unlike the irritated bang of
the door in his face.

It is likely to be: "I'm right smart
glad ye come by."

Publishers and False
Advertising

[continued from page 38]

have reached the conclusion that there
is an effective and direct remedy. Pro-
ceed directly against the publishers.
With them it becomes a serious busi-
ness— they must appear and defend
the action. They cannot disappear over
night. By one action against a maga-
zine we can more effectually throttle
fifty fakers than we could possibly
do by fifty separate cases against
each of the principals. I am con-
strained to believe that if the Federal
Trade Commission will wage war re-
lentlessly against the disreputable
magazines that publish these advertise-
ments— wage it to the end — that we can
do more to stop these practices, put
more frauds and fakers and crooks out
of business, than has ever been done by
any plan or system in the history of
this country.

In this fight I know that our greatest
help will come from the honest and de-
cent publishers in the country. No
other influence will be so great and no
other influence is so anxious to help.

most of this
"zone" talk is

ozone —

the Detroit Times
covers

nothing but its
share of
the million and
a half people
who inhabit
the Greater
Detroit area —
sorry, but we
can't do much for
you otherwhere.

ADVERTISING AND SELLING

October 6, 192f>

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[CONTINUED FROM PAGE 27]

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A department store exists by its abil-
ity to attract trade. Facilities for selec-
tion are essential to this end. Complete
stocks which provide opportunity for
selection cannot be avoided. But com-
plete stocks can be so scaled and bal-
anced that unpopular styles, that are
generally rejected, need be carried in
very small quantities. They need not
impose a prohibitive burden on profit-
able operation. Ninety per cent of the
capital can be active. This principle is
being recognized and adopted more and
more widely. The lesson is being
learned quickly, even if its application
is faulty and defective. It cannot be
operated generally until exact record
keeping is established generally, and
until records are interpreted more ex-
pertly. But there is no single line in
which marked progress is not notice-
able.

Return for a moment to the chain
of stores that have scored so signal
a success by these principles. It has been
developed that practically 80 per cent
of the volume of all sales derive from
20 per cent of the items sold. This ap-
plies in all lines, in all departments.
And it applies as well to prices, to
styles, to materials, to sizes and to
colors. One would expect to find an
exception, if anywhere, in the sale of
women's suits. Let us take an actual
record. In the week of Jan. 5 of this
year in a leading department store 87
per cent of the suits sold were in four
price classifications. Twelve price class-
ifications are maintained. The follow-
ing week these four classifications sold
81 per cent, but the third week the per-
centage dropped to 73 per cent. The
drop resulted from the store policy to
mark down quickly slow moving goods,
so that exceptional bargains were of-
fered at an unusual price, distorting the
normal sales. Not only was this the ex-
perience in prices; it was the experi-
ence in styles, in materials, in sizes and
in colors.

THIS certainly shows that popular
acceptance of an article results in
rapid turnover. Failing such popular
acceptance, goods stagnate on the
shelves and discriminating buyers will
not handle them. It shows more: If
distribution methods insure profitable
operation, the stores employing discrim-
ination can offer attractions in values
and prices that will develop increasing
business. These stores will compel emu-
lation of their methods. They will pre-
cipitate the elimination of heedless com-
petitors. Successful manufacturers
must be tied up with successful retail-
ers. Neither can be successful unless
they are tied up together. The two

gravitate toward each other. So man-
ufacturers, to be successful, must dis-
cover the elements of success in their
retailers if they are to maintain a
permanent, dependable and growing
business.

Alert manufacturers are looking for
evidences of these elements of success
and are directing their sales efforts to
listing progressive retailers among the
outlets for their goods.

TO this end, an alert manufacturer
recently examined his distribution
in a number of cities and charted his
findings. In each city he found that over
96 per cent of his sales were made to
half of his accounts and less than 4 per
cent to the other half. The results
varied only fractionally in different
cities. The manufacturer sold direct to
retailers. The results interested others.
Investigations ensued. A distributor,
handling 9 lines for 9 manufacturers,
sold each of the nine lines in practically
the same ratio — 95 per cent to half of
his accounts and 5 per cent to the other
half. The differences between the lines
were fractional. The composite of these
lines changed the percentages some-
what, but of the composite sales, 89 per
cent were to half of the accounts and
11 per cent to the other half. This
record repeated itself with slight varia-
tions in a number of cities. Further in-
vestigation of jobbers' sales followed.
Taking ten leading lines which sold in
largest volume and charting the sales
developed practically the same distribu-
tion for each of the lines. Of each line,
half of the accounts bought 95 per cent
of the volume and the other half bought
the remaining 5 per cent. Aggregated,
the percentages dropped, but still half
of the accounts bought 80 per cent of
the volume and the other half bought
the remaining 20 per cent. It is per-
fectly obvious that the cost of selling,
the cost of handling, delivery and other
accessory expenses were excessive for
the half which bought the insignificant
part of the total volume of sales. Fur-
ther, collection and credit expense was
almost wholly confined to these smaller
accounts. If expenses of selling, hand-
ling, delivery, credit, collection, and
other charges, were allocated, all of
these smaller accounts would show that
they returned an actual loss. Profits
earned in serving the larger outlets
were in part dissipated by undue exten-
sion of distributive effort. What clear-
er evidence of the value of concen-
trated, selective distribution could be
evinced?

American business is committed to the
principle of volume production. Only

October 6, 1926 ADVERTISING AND SELLING 53

Shall Merchandising Cooperation
Be Paid For Directly or Indirectly?

The bane of many a newspaper publisher's life is
merchandising cooperation.

The ultimate effect is increasing the cost of advertising.

Certain cooperation is legitimate and very effective. Its
correct use is one of the many exclusive advantages of
newspaper advertising.

But cooperation should be paid for as a separate item
by the advertisers thus served for the trite reason that
you can't get something for nothing.

Usually competition and the attitude of agencies and
advertisers makes a direct charge unprofitable.

And so, in due time, rates are revised upward to include
an indirect charge for cooperation.

Advertisers and agents should decide whether it is to their
advantage to pay directly or indirectly for merchandising
cooperation.

E. Katz Special Advertising Agency

Established 1888 .

Publishers' Representatives

Detroit New York Kansas City

Atlanta Chicago San Francisco

ADVERTISING AND SELLING

October 6, 1926

Have You Ordered Your

Rates Advance

If You Buy Before Then

250,000 Circulation

-^-

WHEN present rates were made
Liberty promised its adver-
tisers a circulation of 1,100,000
copies. They got it. Now, Liberty
announces an average NET PAID
circulation of 1,350,000 during
1927. Liberty will keep its promise.

rT"'HOSE who contract for space
•*- before Nov. 1st, at present rates,
receive a bonus of 250,000 circu-
lation per issue, or 3,250,000 on a
13-time basis, absolutely free. Con'
sider the saving in ordering your
1927 Liberty advertising NOW!

Orders for 1927 Accepted Up to

Nov. 1st at These

PRESENT RATES

Line Rate $ 5.00

Eighth Page 375.00

Quarter Page 750.00

Half Page 1500.00

Full Page 3000.00

Two-Color Page 3750.00

Four-Color Page 5000.00

Back Cover 6500.00

247 Park Ave.
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Orders Placed After Nov. 1st

are Subject to These

NEW RATES

Line Rate $ 6.25

Eighth Page 468.75

Quarter Page 937.50

Half Page 1875.00

Full Page 3750.00

Two-Color Page 4500.00

Four-Color Page 5500.00

Back Cover 8000.00

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^Liberty

^Z^F c^ Weekly for the Whole Family %T

General Motors Bldg.
Detroit

TWO YEARS OLD and ALREADY

October 6, 1926 ADVERTISING AND SELLING 55

1927 Liberty Advertising?

Nov* 1st, 1926

You Get a Bonus of

Absolutely FREE

-efS*

YOUR SAVING

on 13 Insertions of Following
Units If Ordered Before Nov* 1st

Per Line $ 16.25

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Quarter Page 2437.50

Half Page 4875.00

Full Page 9750.00

Two-Color Page 9750.00

Four-Color Page 6500.00

Back Cover 19500.00

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SECOND In Advertising Lineage

ADVERTISING AND SELLING

October 6, 1926

B E

In exploring an untried world for those who dare

In versatility of style and technique

In today's tendency towards new rhythms

In dramatizing simplicity

Afterworkingforalimitedgroup:
Belding's Brokaw Brothers Park & Tilford

Dunhill's Gunther's Continental Tobacco Co.

and others here and abroad

I have opened a studio at 270 Madison Avenue

Caledonia 7315

by volume production can the fruits of
labor be distributed and standards of
living set up by American workmen be
maintained. No less will be tolerated.
American business is committed to the
principle of multiplying the fruits of
individual labor by harnessing it to
mechanical appliances. So, American
business is committed to the expansion
of power and its more expert applica-
tion, to the development of improved
and more efficient machines. American
business, seeking to reduce unit costs,
has displaed astonishing ingenuity in
accelerating the flow of goods in fab-
rication, and in straightening out the
lines along which this flow moves. Con-
gestion in the point which interrupts or
retards flow is not tolerated for long.
Indirection does not continue for long.
Materials required at progressive points
in production are distributed and so
synchronized that they arrive at the
point where they are required at the
time and in the quantity needed. Fail-
ure of requisite materials at a point in
the line of manufacture would not be
tolerated long. There are still glaring
deficiencies in manufacturing methods
and wastes are rampant, but the prin-
ciple is so ingrained that no manufac-
turer fails to recognize it even when
he employs it imperfectly.

DRAWINGS I'lCTOKIM. ( \MI'\K.\ KEYNOTES VISUALIZATION

Cargoes of the Air

[continued from page 24]

of 671 by air-freight"; a shipping case
rushed out to the air port by motor
truck; a thousand miles covered over-
night, and the goods on display the
next day; all this will soon be possible
between many points. Rival depart-
ment stores should find it harder than
ever to steal marches on each other.
Jobbers who doubted the pulling power
of an advertising program will be en-
abled to repair their fences overnight.
Even personal services may compete
at greater distances because of the air-
carrier. Witness the compositor who
advertises —

. . . Every day or so a job drops out
of the clouds in to our shop. The air mall
has made our kind of typography quickly
available to both seaboards.

The relationship between the mail
and the telegraph is startingly paral-
leled by the relationship between rail-
road freight and air-freight. The day
may come when more and more of what
might be termed "staple freight" will
go by plane from its source to its des-
tination, but for the immediate future
air-freight will be "telegraph freight."

Just as there are thousands of occa-
sions every day in the business and in-
dustrial world where the assurance of
earlier delivery demands a telegram in
place of the letter which would arrive a
few hours or a day later, so there are
hundreds of situations in which air-
freight will be the only logical and
justifiable solution. Fortunate will be
the institutions which will have it lo-
cally at their call. In the course of a
single year it will give them many a

October 6, 1926

ADVERTISING AND SELLING

ii lllllllHUIIIllllllltllllllllllllUllllllllllllllllllllllllltllllllllllllllllllllllllllllllllllllllllllllll Iillliillllllllilllhllllllllllllllli

1 CIRCULATION I

| Abundant and Economical |

Just as the pooling of great sources of power

111

means cheap and abundant electricity for all

III

1 America, so the pooling of sixteen national I

III

magazines means cheap and abundant circula-

1 tion for the alert advertiser. %

These magazines comprise the ALL-FICTION

111

FIELD. They go into thousands and thous- 1

III

| ands of American homes where there is love

111

for the good things of life, where there is in-

III

I terest in all that has to do with making living

III

e more colorful. 1

\ The national advertisers who take advantage \

of the economies made possible by the pool-

ing of these magazines into one group, are 1

= everywhere finding new and remarkably re-

= sponsive markets. 1

I Why not join their number today ? e

| 2,780,000 I

: Members Audit Bureau of Circulations =

JL
\ Magazines of Clean Fiction

a.iiiimiiiiimiimiimiiiiimllllllliiiiiiiimiiiiiiiiiiN

ADVERTISING AND SELLING

October 6, 1920

'Designers and Producers of Distinctive
Direct oAdvertising

1482 Broadway, Hew Yort

Telephone BRYANT 8078

Leaflets
Folders

'Broadsides
booklets

House Organs
Catalogues

Copy Writing
Illustrating

Engraving
Printing

Write for 'Booklet—'- 'Direct %esults "

competitive advantage over concerns
less happily favored.

At a time when "Service" is a creed
and a shibboleth, air-freight will open
wide many an opportunity for surpris-
ing performances.

So much for the effects of air-freight
upon manufacturing and merchandis-
ing.

The brief hints tabulated above could
be expanded and ramified almost in-
definitely.

Two other great branches of business
activity will also be directly affected.

One is finance.

To move funds, collateral and docu-
ments at the speed made possible by
the airplane means notable reductions
in idle time and unproductive interest,
and notable increases in the speed with
which negotiations can be carried to-
completion.

The other is the Fourth Estate.

IT seems wholly probable to me that
one of the first large scale, consistent
purchasers of air-freight space will be
the publishers; that is to say, those
publishers whose reader-interest is di-
rectly proportional to the timeliness of
the news they print.

A metropolitan newspaper distrib-
uted by radiating air-routes is a de-
velopment around which an active im-
agination can weave a remarkable pic-
ture.

A business paper lifted from the
bindery and carried to its subscribers
at a speed of upwards of one hundred
miles an hour means a dissemination of
spot news throughout an industry at a
speed which should give its subscrip-
tions a premium value over any rail-
carried contemporary.

The Daily Chronicle of London, one
of the great British dailies of more
than metropolitan distribution, has used
the aeroplane in many ways. During
the railway workers' strike of Septem-
ber, 1919, planes carried the daily edi-
tions into the provinces and to the
Channel Isles.

The dreams of today become the facts
of tomorrow and the habits of the day
after. Don't underrate the influence of
air-freight.

Jenkins Stricken on Links

Walter R. Jenkins, forty-five years
of age, vice-president of the Metropoli-
tan Advertisers' Golf Association, died
suddenly of apoplexy on Sept. 30 on
the links of the Westchester Biltmore
Country Club while driving from the
ninth tee during the association's tour-
nament.

Mr. Jenkins had been New York
manager for Comfort Magazine for
many years and was exceptionally pop-
ular and prominent in the Golf Asso-
ciation, the New York Advertising
Club and numerous other organizations
with which he was associated. His
death came as a sudden and severe
blow to his many friends. That even-
ing he was to have been elected to the
presidency of the Golf Association at
the annual tournament dinner. The
evening entertainment was called off as
a result of the tragedy.

October 6, 1926

ADVERTISING AND SELLING

{DINCE its organization in 1916 the National Out-
\ door Advertising Bureau has amply proved
\^_^J the value of its service to advertisers and to
advertising agencies. By enabling advertisers to
place their outdoor advertising through the agency
which handles their advertising in all other media,
it has made possible more effective coordination of
all advertising activities.

Any advertising agency having membership in the
National Outdoor Advertising Bureau will gladly give
you complete information regarding Outdoor Adver-
tising.

National Outdoor Mvcrtising Bureau

c/fti Organization Providing a Complete Service in Outdoor Advertising through Advertising c/Jgencies
1 Park Avenue, NewYbrk General Motors Building, Detroit 14 East Jackson Boulevard, Chicago

ADVERTISING AND SELLING

October 6, 1926

THE OPEN FORUM

WHEREIN INDIVIDUAL VIEWS
ARE FRANKLY EXPRESSED

The Utilitarian Christmas
Gift

PERHAPS, when a male expounds
his theories pertaining to merchan-
dise for the use of women, and ex-
pounds those theories in a publication
read principally by other males, who
perhaps know as little about the ac-
tual facts, then a manufacturer of the
merchandise in question need not feel
concerned about it, but there is always
a certain unholy delight, you know, in
puncturing the theory bubble of such
writers.

We refer particularly to the article,
"Christmasitis," by Steven Gilpatrick,
in the issue of September 8. In it
he referred to the presentment of the
carpet sweeper as a Christmas gift.
We think if Mr. Gilpatrick had writ-
ten us before he appeared in print, he
would have picked out some other ex-
ample at which to direct his jibes.

We would be inclined to agree with
him that perhaps a garbage pail, no
matter how ornate, is a ltitle far-
fetched as a Christmas gift, but Mr.
Gilpatrick would apparently condemn
as suitable subjects for gift advertising
anything utilitarian. He evidently has
fallen out of step with the times, and
has overlooked the great movement of
recent years to give things that are
useful rather than some tawdry article
that might be raved over today and
forgotten tomorrow. He has forgotten
how universally that idea of useful
gifts has been accepted and adopted by
the great purchasing public.

Who is to draw the line? Where is
it to be drawn between gifts that are
useful or appropriate as Christmas
gifts and those that are not? Is an
easy chair to be commended because
it represents a greater expenditure of
money? It would appear that any
article that saves work and gives com-
fort to the great majority of American
women who have to do their own house-
work would be highly desirable. There
is no telling how many millions of use-
ful work-saving devices have been
given as Christmas gifts and thank-
fully received in homes that, perhaps,
would feel that they could hardly af-
ford them in addition to other Christ-
mas giving.

The sweeper probably does not have
more merit as an appropriate Christ-
mas gift than some other utilitarian
objects, but it may, on the other hand.
possess attributes that some other util-
ities do not. For instance, with some
models, having cases of beautiful
is and highly nickeled metal

parts, there is an element of beauty
as well as utility such as might go with
a piece of furniture. At any rate, from
the earliest days the sweeper has had
a wide sale for Christmas gift pur-
poses.

There is plenty to be said in contra-
diction to Mr. Gilpatrick's notion, but
doesn't it all sum up in the thought
that any gift which represents real
thoughtfulness on the part of the giver
■ — something that is wanted by the
recipient or that can be used to the
recipient's comfort or pleasure — makes
an appropiate gift?

J. W. Scott,

The Bissell Carpet Sweeper Co.,

Grand Rapids, Mich.

Tactless Tactics

RECENTLY, a representative from
. a newly formed Boston advertis-
ing agency called upon us and out-
lined an advertising proposition which
was obviously very much out of line
with our particular industrial market-
ing problem.

The writer interviewed the represen-
tative and told him frankly that his
proposal was not germane to our ef-
forts, and explained the reasons.

The representative then sent three
personally addressed letters to the
president of our company, and also a
wire, practically demanding an inter-
view.

This correspondence was turned over
to the advertising department.

What do your readers think of such
tactics by an advertising agency, es-
pecially in view of the fact that we had
also written the agency explaining
that outside advertising services were
giving satisfaction to us.

William E. Kerrish,
Boston Gear Works Sales Company,
Norfolk Downs (Quincy), Mass.

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