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PUBLISHED FORXNMGH

NOVEMBER 3, 1926 15 CENTS A COPY

In this issue:

"Common-Sense Buying" By William R. Basset; "Higher Advertising Rates
— Smaller Space Units?" By W. R. Hotchkin; "New Letters of Frank Tru-
Fax" By A.Joseph Newman; "Is Installment Selling a Blessing or a Men-
ace?" By Warren Pulver; "The Agency's Position" By Clarence D. Newell

..... ADVERTISING AND SELLING

■.I! 13 — : — i ,..:. t ;

\ovember 3, 1926

J Oiica^ ^ Manufacturer
Knows Om£o Vapers

FITZPATRICK Brothers, manu-
facturers of Kitchen Klenzer and
advertisers of long, successful experi-
ence in Chicago, are among the ad-
vertisers who place from 50% to
100% of their total Chicago news-
paper advertising in The Daily News.

For the first nine months of 1926,
their advertising in The Daily News
— placed by The Green, Fulton. Cun-
ningham Company — was more than
54% of their total advertising in all
Chicago newspapers combined.

The Daily News was selected by this
company to bring before Chicago
housewives a product for the home,
because it is the newspaper which
has been proved to reach most profit-
ably the homes of Chicago.

THE CHICAGO DAILY NEWS

First in Chicago

Member of The 100.000 Group of Ami

Advertising
Representatives :

NEW YORK
J. B. Woodward
110 E. 42d St.

CHICAGO
Woodward & K

SAN FRANCISCO

Potlpdical

AUG 30 Zl

Published every other Wednesdaj bj Advertising Fortnightly, Inc., 9 East 38th St., New Pork, N. V, Subscription price 13.00 pel
■ ii Volume 8. No ' Entered as second class matter Maj T. 1923, a1 Posl Office al New York under Acl of March ::. 1879.

In Two Sections Section Two

Advertising & Selling

Index
For Volume Eight

Nov. 3, 1926, to April 20, 1927, Inclusive

To facilitate reference, this
Index is divided into two classifications

I. Authors and Titles
II. Titles

Advertising and Selling

9 East 38th Street New York

ADVERTISING AND SELLING INDEX— Volume I III

April 20, 1921

Index by Author and Title

Date of Issue Page

Alan. Neal „ r ,„

Apple-Sauce ! Nov - 17

Aurner. R. R.

Ninetv Hnrw Power Sentences W.i. (luce the Rage.

April 20

.Feb.

Basset, Win. ...

Coinn Sniff Buying N° v .

Making the Factory a Tool of Production Dec.

Bates, Charles Austin ' :

Inquiry into Combination Newspaper Rates. . .March
B., D. M.

Trials of a President Dec.

Beatty, C. F.

What Do Advertisers Want to Know about

Business Papers ' Jan.

Benson. John

Pseudo Scientific Arguments in Advertising.

What Becomes of the Agency's Fifteen

Per Cent Nov - "»

Bernays, Edward D.

Public Relations Counsel States His Views Jan. lb

Black, Frederick

Selling? Or Helping People to Buy ? ><■■<' -

Blankenbaker, R. M.

Don Quixote Gathers Brick Bats March 9

Golden Age of Copy Writing Jam **

How to Write Copy VF an 'i L f

Must We Say It Quick And Yell It Loud? March 9

Borsodi. Ralph M ,_ h „

High Pressure Advertising luarcn ..

Bowles, Joseph M. .,„ . „

Typography in Advertising .viarcn »

Bradt, Roy A.

'''^Bought in the Home— N..t Sold in the Store .April 6
What Advertising Can Do in the Distribution

of Securities L,e C. - J

Calkins. Earnest Elmo - „,

Advertising to Avert Whiskers March 23

High Advertising in an Humble Place J , Iarc , h .,?,

Mr. Wells' Portrait of an Advertising Agent.. April 21

Newspaper's Dilemma P ec -', I

Opportunities the Retailer Misses April b

Outline of Advertising •, pec- l

True Word Spoken in Satire *eD. 2d

Truth is a Mightv Advertising Technique Feb. 9

Wanted: More Variety in the Advertising

Pages Jan. - b

What Has Art' to Do With Advertising? Jan. 12

Campbell, James M. „,

Advertising Manager's Attitude Maich -3

America Takes to the Road....... Dec. .»

Business of Being an Advertising Manager Feb. ii

Mr. Lemoerlv Has Started Something . . Dec. lo

Old-Time Credit Man Talks About Install-

ment Selling March 9

Clemens. Gilbert W. .

Whv the Spectacular Rise of the Electric Re-

"frigerator is Significant . Jan - - b

Cleveland, G. H. T „ fi

We Found New Jobs for Our Salesmen Jan. 2b

Cole, Frank H. „ 17

A Retailer Speaks Up Nov. > '

What Graybar Accomplished in One Year Jan. 26

Conybeare, S. E. , -

Advertisers' Problems , '■, c

Common Sense in Advertising April b

Crow. Harold B. . . „

Plan to Stabilize Used Ant. .in. .bile Prices ...Pel.. 9

.Dec.

Gibbs, E. D.

Million Dollar Order

Giellerup, S. H.

Uncapitalized Habits

Giles, Ray _ ,. . _

Sales Promotion Hii.ts for the Declining Pro-

£jiiP* Aiai en y

Wanted: Some 'impossible Young Men Dec. 15

i iiles, Richard Y. .... T i .i

Thirteen Year Old Boy Looks at Advertising. . .Jan. 1-
i (oode, Kenneth M. . ., „„

How Blai k Is Mr. Borsod's Devil? April 20

Now Eor Next Christmas Dec. £V

,v the South is Handling the Cotton Situ-
tion

Jan.

Hall, E. T. ... tm„„ i

Edward Hall Views with Alarm Nov. 6

Haring, H. A. , , „

"Cigaretteless Kansas , •, ?•

"Doing Business" in "Other" States ...April b

How the Dealer's Cash Is Depleted by Install-

ment Selling • FeD - -*>

How to Conduct a Corporation Business Uw-

tuI l y March 23

Warehouse Fits Direct Distribution Nov. 3

Heitkamp. Frederick B.

Launching a New Company in the Machine

Tool Field Jan - 1 -

Hermann. Edf-ar Paul „ , n

Catalogue of Contest Ideas April _U

HJrshbach, Frederick .

Our Miss Flannigan Jan - x -

H N W

Mistakes You Manufacturers Make in Expand-

ing Markets Dec - "

Hofsoos, Emil . . _ 9Q '

Lo ! The Poor Statistic uec - iy

Hotchkin, W. R. „ ■ . ., .

Bigger Business for Small Manufacturers April 6

Gold-Plated Age of Copy-Writing . 1-eb. 9

Higher Advertising Rates— Smaller Space

Units? Nov. „2

Past Fifty J an - 26

What Price Brains in Copy? ■ .Jan. i-

Why Don't the Cotton Growers Combine and
Advertise ?

Hough, B. Olney

De-Bunking Foreign Salesmanship * eb.

Hough, Frank

"Wet Rubber Slips" Dec.

Hubbard, F. G. To „

This Matter of Cash Discount Jan.

H..\v Squibb is Fighting the Price Cutters Nov. 3 -3

What the New Purchasing Power Will Mean

to the Advertiser March 23 £1

.Dec.

Kerney, Jame

Cor

bination Is Good Business April 6

Kiser, S. E.

Out of a Job at Fifty Dec.

Krichbaum, Norman

Architect Says O. K

Brush and Palette vs. the Dictionary.

.Dec.

Douglas, Robert ,, . „

"And We Oughta Get Out a Magazine f, Feb ',?

"Look Out. Dollar! Here They Come Dec. 15

1 lunn, Dr. B. L. ,-

Statistics With Wings Nov. 17

Durston, Gilbert H. ,

Origin of the Species '«"• J -

l-'.ili.\ John II. „ ,„

Inflated Circulations N0V - J '

Felix, Edgar H.

Broadcasting's Place in the Advertising Si -

trum Dec - 1S

Is the Radio Industry Committing Suicide?. .March 9

To Broadcast or Not to Broadcast FeB. J

\\i,M, space Value of Broadcasting Time vpril b

Fowler, George S.

Whisker History A P ril fi

Freeman, G w. „

Tone of Voice In Copy Nov. s

Le Quatte, T. W.

Farm People a Receptive Market During

1927 March 23

Last of the Seven Veils Nov. 3

Love, John L. „

Introducing the Mustard Club Jan. 12

L., P. J. . ., a

From A Copy-Chiefs Diary April b

McAllister. T. W. „

What the Retailer Has to Gain from Resale

Price Legislation April 6

Mel 'arthv. John J. ^ T „

Bond House Breaks a Tradition Nov. J

McDonald. R. F. .

How Much Is Experience Worth? March 9

McKelvie, S. R. . .

Can Farms Be Run Like Factories? March 9

M.Kinley, Ralph

Eleven Items of the Credo Dec. IB

He's Good B ■•• ause He's Bad v "nl '»

Meet The Wife Uec. 29

April 20, 1927

ADVERTISING AND SELLING INDEX— Volume VIII

Author Title Date of Issue

MacManus, Theodore F.

Drama in Advertising Feb. 9

Marshall, Harold F.

Ari.- Repeat i inUrs a i ; I Sign? Nov. IT

Meredith. Albert H.

What You Can Learn from Freight Tariffs Nov. 3

Why Freight Rates Are Important to the Ad-
vertiser Dec. 15

"Why" of a Freight Traffic Manager for the

Shipper Dec. 1

Montague, Gilbert H.

Regulation of Business April 6

Mosessohn, David N.

Are You Making Y'our Product Too Cheap? Dec. 1

Mudkins, Albert E.

Consider the Carpenter — a "Consumer-User". . .Feb. 9
700 Dealers Groaned When Thev Saw These

Charts Feb. 23

What is a Sound Sales Policy in Marketing

Building Materials? Jan. 26

Murphy, John Allen

Bakelite Caravan — A New Idea in Industrial

Selling April 20

Bird's Eye View of the Small-Tool Market .. .March 9
How Advertisers Are Getting Schools to Use

Their Literature April 6

What is Wrong with My Advertising? Jan. 26

Newell, Clarence D.

The Agency's Position in Business Economics. .Nov. 3
Newman, A. Joseph

More of Frank Trufax's Letters to His Sales-
men Dec. 1

New Letters of Frank Trufax to His Salesmen. .Nov. 3

Owen, O. A.

Advertising Is Three-Dimensional April 20

Page, C. W.

Calkins, Gundlach, et al Feb. 9

Pulver. Warren

Is Installment Selling a Blessing or a Menace?. .Nov. 3

Quackenbush, Edgar

Economists in Wonderland April 6

Setting that Enhances the Product Jan. 26

Raskob, John J.

Justification of Installment Purchasing Dec. 15

Roberts, Harlow P.

What I Want Publication Representatives to

Tell Me Feb. 23

Ross. F. J.

See It Big — Keep It Simple Dec. 29

Rowe. Bess M.

What Does the Farm Woman Want in Her

House? April 6

Rubicam, Arthur B.

Shout "Hev" With Y'our Copy Dec. 1

Ryan. T. L. L.

On the Fragility of Advertising Jan. 12

Sammons, Wheeler

Why Hand-to-Mouth Buying Is a Natural

" Development March 9

Author Title , Date of Issue

S.. D. E.

On Buying Space Nov. 17

Shibley, Fred W.

Modern Trend in Business Management Nov. 17

Sloane, Mark L.

Business "White Plague" of Lack of Capital. . .Feb. 23
Smith, Allard

Automotive Manufacturers Must Face the

Future Nov. 1 7

Snodgrass, Rhey T.

Multiple Benefits of Compulsory Newspaper

Combinations April 6

Snow, Willard

133 Millions Gain in Five Y'ears Feb. 9

Souder, M. Attie

What the Farmer's Wife Wants to Buy Nov. 17

Spilman. Louis

Selling the "Company" Store Nov. 17

Stokes. Charles W.

Snow Stuff March 9

Stote, Amos

London and New York Feb. 23

O Mirth — O Menzies ! March 23

Strong. Hugh

Should the Manufacturer Share the Retailer's

Advertising Cost .' April 20

Sumner, G. Lynn

"I Gotta Get Up an Ad" Nov. 17

Swann, W. B.

Average Cost of Agency Copv is Nearer $40 —

or Maybe $400 Feb. 9

Taft, William Nelson

What Kind of "Dealer Help" Really Helps the

Small Store? Jan. 28

Taylor, E. Harry

Consider Both Sides in "Publication Discussion" . Dec- 1
Thayer. John Adams

Recollections and Reflections April 20

Towne, Milton

Is the Trend of Advertising Art Toward Over-
Sophistication? Dec. 1

Updegraff, Robert R.

Tomorrow's Business and the Stream of Life. . .April 20

Varley, Harry

Look for This "Red Flag" Feb. 23

Yeit, Donald F.

Solving the Price Maintenance Problem Jan. 12

Weaver. Leon H. A.

Technical Handbook as a Selling Aid Jan. 12

Weaver. W. K.

Financing Sales Outlets Nov. 17

Weekes, H. G.

Boon to Mere Man Dec. 15

Westphal, O. B.

What We Have Learned in Selling Direct to

the Consumer Nov. 17

Wheelock, Louis W.

How the Candy Industry Will Be

Advertised March 23

White. Wilford L.

Fifty Firms that Sell from House to House.. March 23
Williamson. Oscar

Inhibition vs. a Market Jan. 26

When the Order Isn't Breaking Feb. 23

Witt, A. O.

Demonstrations That Produce 85 Per Cent of

Our Sales Dec. 15

Wood. Robert Fellows

Will It Work? April 20

Index by Title

Date of Issue Page

Advertisers' Froblems Nov. 17

Advertising Manager's Attitude March 23

Advertising Is Three-Dimensional April 20

Advertising to Avert Whiskers March 23

Agency's Position in Business Economics Nov. 3

America Takes to the Road Dec. 29

"And We Oughta Get Out a Magazine" Feb. 9

Apple-Sauce! Nov. 17

Architect Says O. K Dec. 29

Are Repeat Orders a Good Sign? Nov. 17

Are You Making Your Product Too Cheap? Dec. 1

Art vs. Advertising Dec. 29

Automotive Manufacturers Must Face the Future . .Nov. 17
Average Cost of Agency Copv is Nearer $40 — or

Maybe $400 Feb. 9

Date of Issue Page

Bakelite Caravan — A New Idea in Industrial Selling. April 20

Bigger Business for Small Manufacturers April 6

Bird's Eye View of the Small-Tool Market March 9

Blue Star Seals Protect Gas Customer April 20

Bond House Breaks a Tradition Nov. 3

"Book Jacket" Cover March 23

Boon to Mere Man Dec. 15

Bought in the Home — Not Sold in the Store April 6

Broadcasting's Place in the Advertising Spectrum. .Dec. 15

Brush and Palette vs. the Dictionary Nov. 17

Bureau of Advertising Estimates 1926 Newspaper

Expenditures March 23

Business of Being an Advertising Manager Feb. 23

Business "White Plague" of Lack of Capital Feb. 23

ADVERTISING AND SELLING INDEX— Volume VUI

April 20, 1927

Title

Date of Issue Page

Calkins, Gundlach, et al Feb. 9

Can Farms Be Run .Like Factories? March 9

Catalogue of Contest Ideas April 20

"Cigaretteless" Kansas Jan. 12

Combination Is Good Business April 6

Common-Sense Buying Nov. 3

Common Sense in Advertising April 6

Consider Both Sides in "Publication Discussion" ... .Dec. 1
Consider the Carpenter. — a "Consumer-User" Feb. 9

De-Bunking Foreign Salesmanship Feb. 9

Demonstrations That Produce 85 Per Cent of Our

Sales Dec. 15

"Doing Business" in "Other" States April 6

Don Quixote Gathers Brick Bats March 9

Drama in Advertising Feb. 9

Economists in Wonderland April 6

Edward Hall Views with Alarm Nov. 3

Eleven Items of the Credo Dec. 15

Farm People a Receptive Market During 1927. . . .March 23

Feiker Succeeds Neal as A. B. P. Executive Dec. 29

Fifty Firms that Sell from House to House March 23

Financing Sales Outlets Nov. 17

From A Copy-Chief's Diary April 6

Germany Advertises Its Police Jan. 12

Golden Age of Copy Writing Jan. 26

Gold-Plated Age of Copy-Writing Feb. 9

Harvard Advertising Awards Feb. 23

He's Good Because He's Bad April 20

High Advertising in an Humble Place March 9

Higher Advertising Rates — Smaller Space Units?. .Nov. 3

High Pressure Advertising March 9

How Atlanta Advertises to Industry Jan. 26

How Advertisers Are Getting Schools to Use Their

Literature April 6

How Elaek Is Mr. Borsodi's Devil? April 20

How the Candy Industry Will Be Advertised ... .March 23

How Cleveland' Fights the Fake Advertiser Jan. 26

How the Dealer's Cash Is Depleted by Installment

Selling Feb. 23

How Much Is Experience Worth? March 9

How the South is Handling the Cotton Situation. . .Jan. 12

How Squibb is Fighting the Price Cutters... Nov. 3

How to Conduct a Corporation Business Lawfully .March 23
How to Raise Funds for an Association Campaign .Feb. 23
How to Write Copy Jan. 12

Inside Storv of a Successful Merchandising Cam-
paign Feb. 9

Inquiry into Combination Newspaper Rates March 9

"I Gotta Get Up an Ad" Nov. 17

Inflated Circulations Nov. 17

Inhibition vs. a Market Jan. 26

In Stvle of 1 S27 April 20

Introducing the Mustard Club Jan. 12

Is Installment Selling a Blessing or a Menace? Nov. 3

Is the Radio Industry Committing Suicide? March 9

Is the Trend of Advertising Art Toward Over-
Sophistication? Dec. 1

Judges Chosen For Harvard Advertising Awards. . .Dec. 15
Justification of Installment Purchasing Dec. 15

Last of the Seven Veils t Nov. 3

Launching a New Company in the Machine Tool

Field Jan. 12

London and New York Feb. 23

Look for This "Red Flag" Feb. 23

"Look Out, Dollar ! Here They Come" Dec. 15

Lo ! The Poor Statistic Dec. 29

Making the Factory a Tool of Production Dec. 1

Making the Order Blank Diss Hard Boiled April 20

Marlboro Makes a Direct Appeal March 23

Meet the Wife Dec. 29

Million Dollar Order Jan. 26

Mistakes You Manufacturers Make in Expanding

Markets Dec. 29

Modern Trend in Business Management Nov. 17

More of Frank Trufax's Letters to His Salesmen. . .Dec. 1

Mr. Lemperly Has Started Something Dec. 15

Mr. 'Well's Portrait of an Advertising Agent April 20

Multiple Benefits of Compulsory Newspaper Com-
binations April 6

Must We Say It Quick And Yell Tt Loud? March 9

New Tetters of Frank Trufax to His Salesmen Nov. 3

Newspaper's Dilemma Dec. 29

Ninetv Hors? Power Senti nci Were I tace the Rage. April 20
Now for Next Christmas Dec. 29

Title Date of Issue ]

Old-Time Credit Man Talks About Installment

Selling March 9

O Mirth — O Menzies ! March 23

On Buying Space Nov. 17

On the Fragility of Advertising Jan. 12

Opportunities the Retailer Misses April 6

Origin of the Species Jan. 12

Our Dealer-Pays-a-Share Policy Works Feb. 23

Our Miss I'Tannigan Jan. 12

Outline of Advertising Dec. 1

Out of a Job at Fifty Dec. lo

Past Fifty Jan 26

Plan to Stabilize Used Automobile Prices t eb. 9

Pseudo Scientific Arguments in Advertising Feb. 23

Public Relations Counsel States His Views Jan. 26

Recollections and Reflections April 20

Regulation of Business April 6

Retailer Speaks Up Nov. 17

S
Sales Promotion Hints for the Declining Product. .March 9

See It Big — Keep It Simple Dec. 29

Selling? Or Helping People to Buy? Feb. 23

Selling the "Company" Store Nov. 17

Selling the Hospital Nov. 17

Setting that Enhances the Product Jan. 26

700 Dealers Groaned When They Saw These Charts.Feb. 23
Shall Newspapers Give Cash Discounts to Adver-
tisers ? Dec. 29

Should the Manufacturer Share the Retailer's

Advertising Cost April 20

Shout "Hey" With Your Copy Dec. 1

Solving the Price Maintenance Problem Jan. 12

Snow Stuff March 9

Specifications bv Telephoto March 23

Statistics With Wings Nov. 17

Structural Steel Meets the New Competition Feb. 9

Technical Handbook as a Selling Aid Jan. 12

Thirteen Year Old Boy Looks at Advertising Jan. 12

This Matter of Cash Discount — A Suggestion Jan. 26

This Matter of the Cash Discount Dec. 15

To Broadcast or Not to Broadcast Feb. 9

Tomorrow's Business and the Stream of Life April 20

Tone of Voice in Copv Nov. 3

Trials of a President Dec. 1

True Word Spoken in Satire Feb. 23

Truth Is a Mighty Advertising Technique Feb. 9

Typography in Advertising March 9

Uncapitalized Habits Dec. 1

Wanted: More Variety in the Advertising Pages. . .Jan. 26

Wanted : Some Impossible Young Men Dec. 15

Warehouse Fits Direct Distribution Nov. 3

We Found New Jobs for Our Salesmen Jan. 26

"Wet Rubber Slips" Dec. 1

What Advertising Can Do in the Distribution of

Securities Dec. 29

What Advertising Has Done for America Nov. 3

What Becomes of the Agency's Fifteen Per Cent... Nov. 3
What Do Advertisers Want to Know about Busi-
ness Papers? Jan. 12

What Does the Farm Woman Want in Her House?. April 6

What the Farmer's Wife Wants to Buy Nov. 17

What Graybar Accomplished in One Year Jan. 26

What Has Art to Do with Advertising? Jan. 12

What is a Sound Sales Policy in Marketing Build-
ing Materials? Jan. 26

What is Wrong with My Advertising? Jan. 26

What I Want Publication Representatives to Tell Me. Feb. 23
What Kind of "Dealer Help" Really Helps the

Small Store Jan. 26

What the New Purchasing Power Will Mean to

the Advertiser March 23

What Price Brains in Copy? Jan. 12

What the Retailer Has to Gain from Resale Price

Legislation April 6

What We have Learned in Selling Direct to the

Consumer Nov. 17

What You Can Learn from Freight Tariffs Nov. 3

When the Order Isn't Breaking Feb. 23

Whisker History April 6

White Space Value of Broadcasting Time April 6

Who Shall Interview the Publication Representa-
tive? Dec. 1

Why Don't the Cotton Growers Combine and Ad-
vertise ? Dec. 1

Why Freight Rates Are Important to the Advertiser Dec. 15
Why Hand-to-Mouth Buying Is a Natural Devel-
opment March 9

"Why" of a Freight Traffic Manager for the

Shipper Dec. 1

Why the Spectacular Rise of the Electric Refrig-
erator Is Significant Jan. 26

Will It Work April 20

Tour Health, Sir Dec. 1

"Your Wants" March 23

November ... 1926

ADVERTISING AND SELLING

Died

of a
Broken Oil Film

If your motor dies, on a
lonely road, became 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 get 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 rired
mile to an early grave died of a broken-
oil-film.

The

t oil's responsibility

Often befote you know the
oil has failed, you have a
burned-out bearing, a scored cylinder or a
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

A motor oil, in action, forms a thin
film over the vital parts 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 hoe
metal chafes against hoc metal. Insidious
friction sets up its work of destruction.

BJj|jM3ti|

-/SeFIlMorf
PROTECTION

as silk, tough as steel. A fighting film
which resists to the uttermost deadly
heat and friction.

Hundreds of thousands of car-owners
have lound, in Veedol, their motor's
most steadfast defender. Let the Veedol
"film of protection "safeguard vour motor
and keep it sweet-running and free from

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, 253 Park
Avenue, New York City.

\lCHARDS

Facts First— then Advertising

ADVERTISING AND SELLING

November 3, 1926

*>TMi^s//M&/0mmrs&4^/sw//s/^^

Selling 1

oiuer

V'X^,,,^

"Hfw Tor\
DAN A. CARROLL

no E. 42nd St.

Frank T. Carroll,
Advertising Director

Chicago

J. E. LUTZ

The Tower Bldg.

(P^S

*^<D

November 3, l°2b

ADVERTISING AND SELLING

Everybody's Business

By Floyd W. Parsons

ONE problem that needs
a lot of advertising is
that having to do with
accidents. Very few peo-
ple have reached a full
appreciation of the impor-
tance of safety for the in-
dividual. Headlines in the
daily press mislead us. A
train wreck or a mine ex-
plosion gets first-page no-
tice. But when a man slips
on a dark stairway, the
accident is not spectacular
and no attention is given
to it. It is only when we
are told that the number
of casualties resulting from
unsafe walkways is greater
than from fires, surface
cars and machines of all
kinds combined, that we
commence to sit up and
take notice.

More people have been
killed in the United States
by accidental falls during
the last ten years than our
total killed in all wars
since the founding of the

United States. About 14,000 people lose their lives
here in America each year merely by slipping and
falling- on the unsafe surfaces of stairs and aisles in
our offices, factories and homes. Slipping accidents do
not occur where there are no slipping hazards. Too
many follow the practice of tacking up signs rather
than of removing the hazard. All about us are pro-
jecting switch-throws, coalhole covers, and hinges that
make tripping easy.

In hundreds of industries, too little attention is given
to the protection of the eyes of workers. Great dam-
age is done by dust and floating particles. In some
places eyes are ruined by exposure to glare. The
modern executive knows the value of eye-protection de-
vices, and he goes in for not merely adequate but
hygienic illumination. The time must come when every
one will work in a room that is as "bright as day."
Lighting for production and lighting for safety are
closely related subjects.

To permit glare is as bad as to provide poor illumi-
nation. It is impossible for one to see surrounding
objects clearly when one turns away from glare. Arc
lamps are still used in many places notwithstanding
the fact that they give a light that flickers. Such
illumination causes the pupil of the eye to be con-
stantly opening and closing, and this brings on fatigue,
reducing not only the "ability to work," but also the
"willingness to work."

Here is a statement that would save thousands of
dollars if observed: "The loss of illumination due to
the coating of reflectors with dirt may result in a loss
of light equal to sixty per cent or more before atten-
tion is given to the fact that they need cleaning." It
is often possible to reduce the consumption of electric
current in an office or a plant twenty-five or fifty per

A seventy-five cent machine which keeps needle
out of fingers

cent through the system-
atic washing of all reflec-
tors and lighting equip-
ment.

Another matter of much
importance in this field of
health and accidents is
proper preventive meas-
ures to take care of local
infection. The body makes
a great effort to defend
itself from the action of
bacteria in case of an in-
jury in which the skin is
broken. Blood is poured
out to wash away the in-
vaders, and an army of
white blood cells is rushed
to the point of injury to
launch an attack on the de-
structive bacteria. This is
all fine, but when the en-
emy is vigorous and viru-
lent, the individual must
lend aid to the efforts of
nature.

Every person should be

educated to know that there

is no better way to remove

bacteria from the hands

than by frequent washing of the hands with soap and

a medium stiff brush.

Accidents to women come chiefly from high heels,
sewing machines and needles. The common needle is the
most dangerous tool women pick up. Most injuries to
women would not be serious were it not for the care-
lessness which permits slight cuts and lacerations to
become infected. In cases of cuts or other injuries that
break the skin, the element of time is of utmost im-
portance. If a doctor is not available, wash the wound
and the surrounding skin with benzine or gasoline be-
fore applying tincture of iodine. If Dakin's Solution is
used as an antiseptic instead of iodine, cleanse thor-
oughly with alcohol instead of benzine. Never precede
the application of an antiseptic by soap and water.

Probably the most successful effort ever made by an
industrial corporation in the field of accident prevention
was based on the following policy: Keep the place
clean. Make the worker comfortable. Make the ma-
chines fool-proof. Reach the employee in an educational
way, by bulletins, leaflets, noon meetings, moving pic-
tures and verbal instructions. Display posters showing
hazards, and inaugurate compulsory training of workers
in first-aid work. This policy reduced fatal accidents
fifty-five per cent, and compensation costs thirty.

Nine people meet death through accident here in
America every hour of the day and night. A half
million people are seriously injured in the performance
of their daily tasks each year. Three-fourths of all the
deaths and injuries can be prevented. Every morning
when the whistle blows at our industrial plants, more
than 2,500,000 workers are missing. This means a loss
to business and industry of nearly two billion dollars
annually — a huge expense that is tacked onto our cost
of living. Certainly it is something to think about.

ADVERTISING \M) SELLING

November 3, 1926

"Nothing

changes

— except

my mind!"

f^EGEND has it that business in
x^j America was once ruled over by
Titans. Wilful and masterful, the Titan
blinked at facts and winked at fate.

The business world of that day was
static. Men and things stayed put —
especially when the Titan put them. He
alone was dynamic, moving, changing.
(Or so the legend said. I

Far different the business world of today
and far different the figures of busi-
ness.

The conduct of business is governed by
numberless forces, churning, shifting.

And the business man today carries a
new responsibility — to comprehend the
nature of these electric changes that in-
fluence his business.

The facts of them bear in upon him
from numberless sources. To reduce the
facts to their true perspective, to serve
him in this New ( Control of his business,
working chart of the new changes for
225,000 alert btisiness executives is —

NATIONS
BUSINESS

Merle Thokpk, Editor

Published Monthly at Washington by the Chamber of Commerce of the U. 5?.

\orember 3, 1926

ADVERTISING AND SELLING

$ 1 9,000,000

Being Spent To Expand Industries In the
Birmingham District

FACTORIES AND PLANTS OF ALL KINDS
BEING BUILT AS BUSINESS BOOMS

Industrial development under way in the immediate Birmingham district is estimated at S19.035.000.

Within 30 days plants and works costing 85,650,000 will be completed or nearing completion. By the
middle of next Summer all of this development is expected to have been completed.

Prior to the middle of next Summer further development plans will have been announced on which,
survey already shows, not less than 56,500,000 will be expended.

Building Permits

Show Birmingham is steadily
growing and soundly, too. At
the present rate 1926 should
pass 1925, the banner year.
1926 total — nine months

$17,717,178

Birmingham's

Post Office Receipts

Show a gain in the month of
September for 1926 over 1925 of

$11,300.54

or 9 per cent. Each month of
1926 has shown a gain over 1925.

Bank Clearings

Show an increase of

$15,372,422

in September over August.

Clearings for 1926, January to

October 1

8993,610,170.79

Weekly Payroll Over 84.300.000

The News Grows ^ ith Birmingham

The Birmingham News has shared in this
prosperity and steady growth of Birming-
ham and each month has carried more
advertising than the other TWO papers
combined.

The newspaper situation is constantly
changing in favor of the increased domi-
nance of The News. The margin is wider
to-day than ever before on the volume of
business carried and the number of readers.

To Advertisers — The News Offers

Complete Effective Coverage

Permanent Prestige

True Reader Acceptance

Results — with Profits

Daily I
73.000

Circulation

Now Greater than

\ Sunday
I 93.000

Wxz fcmmgtram Netxxs

The South's Greatest Newspaper

NATIONAL REPRESENTATIVES

KELLY-SMITH CO.

Chicago Boston

J. C KARRIS. JR.. Atlanta

ADVERTISING AND SELLING

November 3, 1926

Joseph P. Day, the big real
estate auctioneer, said, "The
.younger element is the buying
element of today."

That this statement is true is
'.proved by the results of adver-
tisers in SMART SET. many
of whom say that SMART

SET leads their list at the low-
est cost per inquiry.

SMART SET will un-
doubtedly do as well for you.

Make Your Own Estimate

After taking into consideration that readers pay more
than $1,500,000 a year for SMART SET, you can make
your own estimate as to how much they spend for food,
clothing, drugs, house furnishings — for those products
which contribute to their beauty and comfort, health and
happiness. Quite naturally, it is far in excess of the
amount they spend for such a luxury as a magazine.

As you know, SMART SET rates, based on an A.B.C.
guarantee of 500,000 copies, have been increased with the
February issue. And as SMART SET has always given
advertisers a large circulation bonus, net sales are already
in excess of a half-million.

You will find that SMART SET is read by those
aggressive, younger people whose wants are legion, who
work and earn and spend. More and more keen adver-
tisers discover each month the remarkable buying pro-
clivities of the SMART SET market. They tell us that
SMART SET leads their lists at the lowest cost per
inquiry.

If you are selling food, clothing, drugs, house furnish-
ings, or any other product which contributes to beauty,
comfort, health or happiness, you will find the SMART
SET market just as productive as other advertisers have
already found it.

And the reason for this lies in the fact that SMART
SET reaches the younger element, the buying element of
today and of many tomorrows.

'Mir

R. E. BERLIX. Business Manager

119 West 40th St., New York

Chicago Office, 360 N. Michigan Ave.

\ovember 3, 1926

ADVERTISING AND SELLING

(i) To An Advertising Man
Who (2) Has Some Business

We offer (3) Content, (4) Cooperation,
(5) Safety, and (6) a Future

I) rr To An Adver-
tising Man" —

You must be that, be-
cause 110 matter how
much business you con-
trol, you cannot live and
»vork with us unless you bring another real mind into
our company — unless your presence with us will add
materially to what we can do for people who believe in
us and trust us with the expenditure of their money.

(ir-wiioHas ^r:i„r»'eirt;

Some Business" have already made a
success of our business,
as I shall show you below. This is no wail of a shaky
company trying to bolster its waning fortunes with
someone else's business. This is the straigkt-from-the-
shoulder proposition of a successful advertising agency,
part of whose success is due to bringing in one able
man in five years on just this arrangement — and which
wishes to succeed still further by bringing in another.
So you must have enough business to pay your salary —
but it needn't be much, for two reasons. First because
we will give you much more than an even break if
you're the man we want — and second because we can
handle any business on top of what we now have at a
remarkably low cost to us. The first two hundred thou-
sand costs an agency all of the 15% it makes and
sometimes (alas) more — but your fifty or a hundred
thousand on top of our business will cost us only about
5%. Believe us, you can't handle it yourself for that —
or anywhere near it.

( " r ^_ TJTp (~)fff>r ^ es ' an( l we know what con-
JJ tent means. We worked

Content once for eight years with a

man who wanted all the cake
— and when we went into business for ourselves we fixed
it so that anyone who came with us would (a) make
more than if he was in business for himself, (b) would
be protected in decent and honorable fashion, and (c)
would share with us in the profits of the whole business
— which is the only inducement for being an owner.
The only other perquisite of ownership is worry —
which you won't have.

(A) cr — Cooperation" h, ow ™ e ., a11

v IT- J The privilege

need it!
• privilege of being
sick a week if you have to, knowing your business is
being taken care of as well as you take care of it your-
self. The privilege of calling in five other men when you
are up against it and saying "Boys, I'm sunk. I need a
new slant. For the love of Pete, produce!" The privilege
of leaning on other people — getting the stimulation of
theirminds.The privilege of delegating financial manage-
ment to the man who knows that best, selection of
media to the man who studies that field all day, mechani-

cal problems to a man who was born in an engraver's
shop and fed printer's ink with his milk. Cooperation
— team work — instead of the lone wolf stuff, and the
lying awake nights worrying — "Am I making the most
out of their campaign?"

(E! ) Safety Your contacts, your ideas, the
—* ' J J confidence people have in you,

and that have brought you what business you have, what
confidence you enjoy — vhese are your stock in trade,
your property, your source of income. That property
right must be respected. No one in this organization
will ever do anything but try to get you in still more
solidly with the people who believe in you — by help-
ing you serve them. Why not? He profits by your
success — and you by his!

r — and a Future" Five y ears a s° we

started— 1922 —with
two hundred thousand. 1923 ran three hundred. 1924
four hundred and fifty. 1925 hit six fifty — 1926 runs
close to a million. We lost money our first year — got it
back and then some in our second— and in the last three
years we have saved and put in the bank nearly fifty
thousand dollars on top of our original investment.
How's that for an advertising agency, commonly con-
sidered "Er — clever chaps, and all that, but not business
men." That's the way we do business. That's the way
we are protecting the future of all who work with us. We
work hard, think hard, play hard, and do a good job of
advertising, thinking mostly of the client's sales, and not
much about our own profits. They come, if you behave
yourself. We don't lose business. We carry every con-
ceivable kind of business protection. Our credit is gilt
edged. We have no frills, no fakes, no front. We are
plain straightforward business men engaged in a work we
love and are proud of. We are five executives and the
usual agency force of executive and clerical workers—
and everybody from the office boy up shares in the profits.
No one here has to worry about his future. He only has
to worry about the success of the whole business — because
whatever future the business has, that is his future.

All our men know about this, so answer it without
hesitation if you are interested. We will take one more
man just now who proves to be our kind. But we're
almighty particular.

To An Advertising Man Who Has
Some Business, We Offer Content,
Cooperation, Safety and a Future.

Well, then, write for an appointment.

President, New York Agency, Box 427, Advertising & Selling
9 East 38lh Street, New York. N. Y.

ADVERTISING AND SELLING

November 3, 1926

"One is known by the company he keeps"

Wherever Society » Sport and Fashion Meet

The SPUR

Has a host of friends, for it is widely recognized as a mirror of the event
and of those taking part.

Advertisers know The SPUR represents Quality.

A single recent issue (October 15) carried full page advertising for

"Buick

Cadillac

Caron Corp.

Carrier
:: Chase Velmo

Coty

•'Firestone
■ Frigidaire

Hampton Shops

Rolls Royce

The Hayden Co.

Tiffany dC Co.

J. C. Valiant Co.

Worth

Vincent Astor — Realty
Win. Baumgarten & Co.
Chrysler Sales Corp.
Douglas L. Elliman 8C Co.
Edward I. Farmer, Inc.
Daniel H. Farr & Co.
Lambert Pharmacal Co.
: A. E. Nettleton Co.
Riviera Park Assoc, Inc.
Charles P. Rogers 8C Co.
Shepheard's Hotels
Southern Pines, N. C.
Stedman Products Co.
Stutz Motor Car Co.

B. Altman SC Co.
Barclay Park Corp.
Camel Cigarettes
Charles of London
Chevrolet Motor Co.
Cost!kyan 8C Co.
M. Harris dC Sons
Hartman Trunk Co.
P. Jackson Higgs
Schmitt Brothers
W. & J. Sloane
"Herbert Tareyton
*U. S. Rubber Co.
Welte-Mignon

All Year Club of Southern California
Campagnia Italiana Grandi Alberghi
*Denotes Color Page

Sterling Silversmiths of America

The "Old Bleach" Linen Company, Ltd.

C HICAGO

The SPUR

425 Fifth Avenue, New York City
PARIS LONDON

BOSTON

November 3, 1026

ADVERTISING AND SELLING

Buffalo the Wonder City of America
Some Facts About Buffalo

Buffalo's population
census, October, 1925.)

is 538,016. (State

Retail trading radius population exceeds
1,000,000.

Building permits granted in the Greater
Buffalo area in 1925 represent a total value
of $225,000,000.

There are 122,276 homes in Buffalo. Of
these more than 40 per cent, are owned by
householders.

Erie County has registered 138,400 pleasure
cars, 115,187 commercial cars, 887 buses, 1063
motorcycles, 543 trailers and 1,437 omnibuses.

Buffalo Savings Banks average $810 per de-
positor. The per capita deposit in all banks
is $862.

The total deposits in Buffalo banks are
$517,451,035.

The total deposits in savings banks are
$138,077,371.

In the four savings banks there are in all
169,115 depositors.

In the metropolitan district of Buffalo there
are 3.000 manufacturing establishments with
a total weekly payroll of $2,750,000.

Sixty-three per cent, of the lines of manu-
facture recognized by the U. S. Census of
manufactures are represented in Buffalo.

The twenty leading industries of Buffalo in
Dider are — automobiles, bodies and parts; flour
and grist mill products; slaughtering and meat
packing; foundry and machine shop products;
iron and steel; coal tar products; linseed oil;
bread and bakery products; soap; railroad re-
pair shops; rubber; printing and publishing;
ship building; brass, bronze and corjper orod-
ucts; leather, tanned and curried; malt; furni-
ture; oil refining; lumber and planing miM
products; airplanes and parts.

Buffalo has the largest grain elevator in
the world. Its 28 elevators have a capacity
of 39,000,000 bushels. It is the second largest
flour milling center of the country, with ap-
proximately 10,000,000 barrels output annually.

At Buffalo nearly 70% of all air brake hose
used in the United States is manufactured.

The Buffalo district is one of the most ex-
tensive producers of pig iron in the world,
having over 20 large blast furnaces with a
combined annual capacity of between 2,500,000
and 3,000,000 tons.

Buffalo leads the United States in the pro-
duction of linseed oil.

Buffalo has a chemical plant devoted to the
development of the aniline dye industry which
is rated as the largest dye plant of its kind in
the United States.

At Buffalo is the greatest development of
hydro-electric power to be found anywhere in
the world. The average cost of power is the
lowest in the nation.

The Buffalo district is one of the greatest
lumber markets in the world.

The Buffalo district produces 75 per cent,
of the world's wall board.

Buffalo holds the wonderful record of a gain
of 472 new industries in a five-year period,
which is a greater increase than is to be found
in any other of the twenty-five first-class cities
of the United States excepting New York.

During the year 1925, 757,092,599 kilowatt
hours of electricity were consumed in Buffalo.

Summer tourists who visit Buffalo number
more than 1,000,000 each year.

Buffalo is the eighth largest manufacturing
city and the second largest inland port in the
United States and one of the ten leading ports
of the world.

Cover the Buffalo Market with the

Buffalo Evening News

EDWARD H. BUTLER

Editor and Publisher

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

KELLY-SMITH CO.

National Representatives

Tribune Tower, Chicago, 111.
Atlantic Bldg., Philadelphia, Pa.

ADVERTISING AND SELLING

November 3, 1926

CAKS THAT SELL bEST
IN THE H AHDE5T MARKET

NO USE making any bones about it,
New York is the hardest market
for the sale of motor cars.

But it's the biggest.

And leadership — in every price class
— is of outstanding importance.

It is, of course, the best cars in every
price class which seek most zealously to
keep supremacy in the New York market.

What wonder, then, their hearty re-
ception of so powerful a new instrument
for sales as The New Yorker?

November 3, 1926 ADVERTISING AND SELLING

Automobile manufacturers advertising
in the New Yorker in its second year of
publication already include:

Cadillac

Pierce -Arrow

Chandler

Renault

Franklin

Rolls Royce

Hupmobile

Studebaker

Lincoln

Stutz

Marmon

Wills St. Claire

Packard

Willys- Knight

— on schedules averaging more than 13
pages.

Ask the most enterprising dealers on
the Row—they'll all tell you how much
store they put upon this added magazine
support concentrated in this highly com-
petitive but supremely rich market.

There is, of course, significance in this
for thoughtful manufacturers of products
of every kind that may aspire to adoption
by exacting people.

THE

NEWORKER.

25 West 45th Street, New York

ADVERTISING AND SELLING

November 3, 1926

Would you like

a copy of
Power's horse-
power chart ?

LJNIT coverage

or quantity- — which ?

Poiver aims to put its advertisers in touch with the buyers in the worthwhile
power plants of the country no matter where they may be located or what
kind of a product power is being used to produce.

To accomplish this Power's circulation department seeks to add units rather
than individuals. Regardless of cost it must find, sell and satisfy the men
responsible for power plant design, power generation and power utilization.

Which is why you will find Power wherever there are worthwhile power
plants, the circulation being heaviest where there are the most plants.

The above map illustrates at once the power distribution of the country and
the circulation distribution of Power.

Does not this method of subscription building appeal to you as the method
of greatest value in sales development?

A. B.C.

POWER

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

A. B. P.

November 3, 1926

ADVERTISING AND SELLING

6,636,060

Copies of Curtis Periodicals Per Issue

A Gain of

932,189

In One Year

THE SATURDAY
EVENING POST

March 6, 1926 2,841,305

March 7, 1925 2,498,054

GAIN 343,251

THE LADIES'
HOME JOURNAL

March, 1926 2,534,658

March, 1925 2,385,403

GAIN 149,255

THE COUNTRY
GENTLEMAN

March, 1926 1,260,097

March 7, 1925 820,414

GAIN 439,683

TOTAL

1926 - - - 6,636,060

1925 - - - 5,703,871

GAIN 932,189

Never have progress and preference been summed up so
dramatically.

Never have prosperity and opportunity been indicated so
clearly.

The first figure, 6,636,060, is the total circulation of The
Saturday Evening Post, The Ladies' Home Journal, and The
Country Qentleman. The second,932,189,is lastyear's gain.

Both figures are significant to business men—

they represent voluntary buying — full paid
in advance, no arrears, no installments, no
clubbing, no premiums, nor any other form
of price cutting —

they are an index of sales possibilities in any
given territory for any kind of merchandise.

That is why so many concerns use Curtis circulation fig-
ures to build sales quotas for all territories, and the peri-
odicals themselves to build business.

The gain alone tells the story of natural market expansion;
the total, the story of economical market coverage.

Curtis circulation keeps up-to-the-minute, natural pace
with the prosperity and opportunity of America.

THE CURTIS PUBLISHING COMPANY

INDEPENDENCE SQUARE, PHILADELPHIA, PENNSYLVANIA

Publisher of The Saturday Evening Post, The Ladies' Home Journal, The Country Qentleman
Advertising Offices: Philadelphia, New York, Chicago, Boston, San Francisco, Detroit, Cleveland

ADVERTISING AND SELLING

November 3, 1926

November 1926

25c

Delineator

^p®* **>▼

5* I

m -

3^Qtb Novels b } Krthur Xrain
and Kathleen Norris

..Smart JAA;w l/asiihixs

The Newsstand Sale of Delineator
Jumped Everywhere!

In Cleveland, the newsstand sales of
the October Delineator jumped
36% over the September issue.

In Greater New York, they jumped
50% over September and in Phila-
delphia, 55% over September.

Similar results are
reported from any
number of other
cities.

The

news paper

The November issue shown above is the first
Delineator with which the Designer is cont-
inued. The guaranteed paid circulation is
1.250,000. As subscriptions to both maga-
zines will be fulfilled with the one, and as
the combined circulation of the two tvas
1.700,000, it is obvious that at present there
is a most decided bonus circulation.

Delineator

advertising helped, the liberal dis-
play given by newsdealers helped;
but the improved magazine itself
helped most of all.

For instance, generally throughout
the country, there was a 30% in-
creased sale over
the September
issue.

The time to buy
Delineator is here
— and now!

THE BUTTERICK PUBLISHING COMPANY

S. R. LATSHAW, President

Advertising & Selling

Volume Eight — Number One
November 3, 1926

Everybody's Business 5

Floyd W. Parsons
Common-Sense Buying 19

William R. Basset
The Last of the Seven Veils 20

H. B. Le Quattb
The President's Speech 21

The Warehouse Fits Direct Distribution 22

H. A. Haring
How Squibb Is Fighting the Price Cutters 23

DeLeslie Jones

New Letters of Frank Trufax to His Salesmen 25

A. Joseph Newman

Higher Advertising Rates — Smaller Space Units 27

W. R. Hotchkin

What Becomes of the Agency's Fifteen Per Cent 28

John Benson

The Editorial Page 29

Installment Selling — a Blessing or a Menace? 30

Warren Pulver

Edward Hall Views with Alarm 32

Edward T. Hall

A Bond House Breaks a Tradition 34

John J. McCarthy

The Agency's Position in Business Economics 36

Clarence D. Newell

What You Can Learn from Freight Tariffs 38

Albert H. Meredith

The Tone of Voice in Copy 40

G. W. Freeman

The 8-pt. Page By Odds Bodkins 42

Highlights of A. B. C. Convention 60

The Open Forum 64

E.O.W. 72

the News Digest 99

JAMES W. YOUNG, vice-pres-
ident of the J. Walter Thomp-
son Company, New York, was
elected the new president of the
American Association of Adver-
tising Agencies at the recent con-
vention of that organization at the
Hotel Mayflower, Washington,
D. C. He succeeds in that position
Roy Durstine, vice-president of
Barton, Durstine & Osborn, Inc.,
also of New York. The conven-
tion was marked by the efficient
transaction of the business at hand
and by the able and enlightening
addresses presented, reaching a
high point with ■ the stirring talk
by President Coolidge at the an-
nual banquet. Portions of several
of these addresses are reproduced
in this issue.

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

J. H. MOORE, General Manager

Offices: 9 EAST 38TH STREET, NEW YORK

Telephone: Caledonia 9770

New York :

r. k. kretschmar

CHESTER L. RICE

New Orleans :

H. H. MARSH

Mandeville, Louisiar

Chicaqo :

JUSTIN F. BARBOUR

Peoples Gas BIdg. ; Wabash 4000

Cleveland : London :

A. E. LINDQUIST 66 and 67 Shoe Lane, E. C. 4

405 Swetland Bldg. ; Superior 1817 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

November 3, 1926

Well represented

in the Bath Room Cabinet

The products shown in this
cabinet are advertised bv
The H. K. McCann Company

THE H. K. M C CANN COMPANY

cJddertisinp'

^^' ■''/--

New York.
Chicago

leve 1 LND

Los Angeles

San Francisco
Montreal

Denver
Toronto

NOVEMBER 3, 1926

Advertising & Selling

FREDERICK C. KENDALL, editor

Contributing Editors: Earnest Elmo Calkins Robert R. Updegraff Marsh K. Powers

Charles Austin Bates Fi.oyd W. Parsons Kenneth M. Goode G. Lynn Sumner

R. Bigelow Lockwool) James M. Campbell Frank Hough, cAssociate Editor

Common-Sense Buying

What the New Trend Means to Manufacturers of Products Used

in Industry

By William R. Basset

Miller. Franklin, Basset & Company

A TOOL salesman was
indulging in the popu-
lar pastime of sales-
men.

"The salesman's lot," he
moaned, "is indeed an un-
happy one. The selling game
isn't what it used to be. I
can sharpen a pencil and cut
a price as expertly as the next
fellow, and in the good old
days that used to get the
business. Purchasing agents
were hard-boiled, but they
knew a bargain when they
saw one. And you could find
them at their desks when you
called.

"But nowadays they are
never in; always out in the
plant and not to be disturbed,
or snooping around our fac-
tories telling us how to run
our businesses. When I do
get to see one, he doesn't
talk price. He wants to know :
Do we know our costs? What
makes us think our costs are
accurate? Do we plan our
production? Couldn't we cut
our prices if we made fewer
varieties?

"I haven't taken an order
since the Lord knows when.
In the old days I could bank
on getting a big order every

McGraw-Hill Photo Service

4 TRICK design piles up the cost. A two-
t\. dav delay on a one-cent screw may cost
hundreds of dollars. The wise buyer cooperates
closelv with his manufacturer in watching de-
tails to cut costs and keep his delivery dates
absolutely punctually according to schedule

month or so from every one
of my customers. Now with
this fool hand-to-mouth buy-
ing the orders go in by mail
every few days. I get \he
credit for them, all right, but
there's no fun in it. I haven't
had a good bargaining set-to
on a big order since 1921. A
peddler — that's what I am. I
don't get a chance to sell any
more. The purchasing agent
buys and that's all there is to
it. Guess I'll get me a nice
little chicken farm and re-
tire."

All of which is true, at
least so far as most of the
big buyers, whether manufac-
turers, retailers or whole-
salers, are concerned. It may
be hard on the old-fashioned
salesman — but it's a very
good thing for business. It
is the way big business has
been developing in the past
few years, and the way all
business that expects to sur-
vive must develop.

That price and quality
must be considered together
is not a novel idea. Even
passably competent buyers
have always taken quality
into account when consider-
ing a price. But it is only

ADVERTISING AND SELLING

November 3, 192t

since small stocks have become the
rule, and production has been closely
planned, that price has also become
secondary to the ability to make de-
liveries exactly as promised. When
a purchasing agent once realizes
that a two-day delay in receiving a
one-cent screw may cost hundreds of
dollars in held up production, he is
likely to make certain that a sup-
plier is able to live up to the strictest
kind of specifications as to delivery
dates.

The Continental Motors Corpora-
tion has had notable success in cut-
ting down its stocks, partly through
planning its own production and
partly through getting suppliers
who, it knew, would plan theirs. An
investigation of this company's
plant, made a few years ago. showed
that in spite of raw material inven-
tories, which were nearly always
much larger than necessary, the pro-
duction of its product — automobile
motors — w a s frequently delayed
through lack of some part or ma-
terial which was out of stock, usu-
ally through failure of a supplier to
make deliveries on time. As a result

customers were frequently disap-
pointed in getting their motors, and
as the customers were large automo-
bile and truck makers whose assem-
bly floors were in turn piled with
millions in partly assembled vehicles,
their disappointment was often dis-
agreeably expressed. Meanwhile the
Continental plant was choked with
a needlessly big goods-in-process in-
ventory. Hundreds of assemblies
were forever being held up when
practically ready to ship for the lack
of some insignificant part like a
valve spring.

Continental's first step was to de-
termine exactly how long it took to
process every part that went into a
motor. Then every part was sched-
uled through every operation, start-
ing it at such a time that on a
certain predetermined date it would
arrive at the assembly department
coincidentally with all of the other
parts that made up the assembly.

Knowing from this just how many
of each part would start through the
factory every day, it was possible to
tell the suppliers of each casting,
forging or what-not just when they

would be required to make deliveries
of specified quantities.

But the company was not content
to take the word of a supplier that
he would live up to his promises.
The penalty for a broken promise
would generally be a refusal to re-
order.

Before long the various materials
began to come into the receiving
room in the exact quantities and on
the exact dates specified. They went
into production on the minute, and
by virtue of production scheduling,
passed through all of the operations
and arrived at the assembly room
just as prophesied weeks and even
months before.

As a result, production delays
ceased. The Continental Motors
Corporation increased its production
— and it did so with a smaller inven-
tory. In fact, its inventories were
reduced more than a million dollars.
That is a fair example of what in-
telligent buying for definite needs
will do. But it must be backed by
exact knowledge of the supplier's
ability to live up to his promises.

[CONTINUED ON PAGE 44]

The Last of the Seven Veils

By H. B. Le Quatte

IN the earlier days of advertising the agency
enjoyed a certain protective anonymity. Like
the voice within the Oracle, only a few people
knew it was there. The larger part of the public
believed that the advertiser was uttering his own
message, possibly employing an artist to illustrate
it if there was no one in his office who could draw
a picture.

The agent is no longer a man of mystery. The
public knows us exactly for what we are. It is
fully conscious that in the vast majority of cases
an advertising message is the product of profes-
sional skill, and that the proportion of advertisers
who frame their own appeals is possibly a trifle
larger than of those who cut their own hair, and
a trifle smaller than the proportion of those who
argue their own cases in courts of law.

This broadened general understanding is help-
ful in some ways — as truth is always helpful — but
it puts increased responsibility upon advertising
workers. More is always expected from the pro-
fessional than from the amateur. When we are
paid to interest and entertain we must be really
interesting and entertaining, or under the reading
lights of millions of living rooms from Maine to
Texas we will "get the hook" in that familiar

phrase : "Why. I could make a better advertise-
ment than that myself."

A more important result of letting the public
know just how the advertising agency functions
is found in the increased difficulty of making the
advertising message effective. Since the public
knows that it is listening to the voice of the
hired advocate, the advertisement should have the
force and vitality which will make its source for-
gotten. The unanswerable argument against the
signed advertisement is the emphasis it lays on
its professional origin and the certainty that this
will detract from its power to persuade or con-
vince.

Just as the good toastmaster aims to be for-
gotten the minute he sits down, just so the good
advertising agent will be content to be known by
the results of his work, rather than to let him-
self be discerned in the process of creating it.
The seven veils which formerly concealed him
have been removed. He is no longer nearly in-
visible, as he used to be in the economic scheme
of business ; but he can still save the situation by
keeping out of the spot light which should be
turned steadily upon the institution, the merchan-
dise or the service which he is presenting for
consideration.

November 3, 1926

ADVERTISING AND SELLING

What Advertising Has Done
for America

The President's Address at the Banquet of the Annual Con-T]
vention of the American Association of Advertising Agencies JJ

SOMETIMES it seems as though
our generation fails to give the
proper estimate and importance
to the values of life. Results appear
to be secured so easily that we look
upon them with indifference. We
take too many things as a matter of
course, when in fact they have been
obtained for us only as the result of
ages of effort and sacrifice.

We look at our economic con-
dition, upon which we are abso-
lutely dependent for the com-
forts and even the necessaries
of life, and forgetting that it
all rests on industry, thrift
and management, dismiss
it lightly as a matter that
does not concern us. Oc-
casionally our attention is
directed to our political in-
stitutions, which have been
secured for us through the
disinterested exertion of
generations of patriotism,
and, going along oblivious
to the fact that they are
the sole guarantees of our
rights to life and liberty,
we turn away with the com-
forting thought that we can
let some party committee at-
tend to getting out the vote and
that probably the Government
will run itself all right anyway.

It seems to me probable that of all
our economic life the element on
which we are inclined to place too
low an estimate is advertising.
When we come in contact with our
great manufacturing plants, our ex-
tensive systems of transportation,
our enormous breadth of agricul-
ture, or the imposing structures of
commerce and finance, we are forced
to gain a certain impression by
their very magnitude, even though
we do not stop to consider all their
implications.

By the very size and nature of
their material form they make an
appeal to the senses, even though
their import does not reach the un-
derstanding. But as we turn
through the pages of the press and
the periodicals, as we catch the flash

of billboards along the railroads and
the highways, all of which have be-
come enormous vehicles of the adver-
tising art, I doubt if we realize at

all the impressive part that these
displays are coming more and more
to play in modern life.

EVEN the most casual observa-
tion, however, reveals to us that
advertising has become a great busi-
ness. It requires for its maintenance
investments of great amounts of
capital, the occupation of large
areas of floor space, the employment
of an enormous number of people,
heavy shipments through the United
States mails, wide service by tele-
phone and telegraph, broad use of the
printing and paper trades, and the
utmost skill in direction and man-

agement. In its turnover it runs
into hundreds of millions of dollars
each year.

WHEN we stop to consider the
part which advertising plays in
the modern life of production and
trade we see that basically it is that
of education. It informs its readers
of the existence and nature of
commodities by explaining the
advantages to be derived from
their use and creates for
them a wider demand. It
makes new thoughts, new de-
sires, and new actions. By
changing the attitude of
mind it changes the ma-
terial condition of the
people.

Somewhere I have seen
ascribed to Abraham Lin-
coln the statement that
"In this and like communi-
ties public sentiment is
everything. With public
sentiment nothing can
fail ; without it nothing
can succeed ; consequently
he who molds public senti-
ment goes deeper than he
who enacts statutes or pro-
nounces decisions. He makes
statutes and decisions possible
or impossible to be executed."
Advertising creates and changes
this foundation of all popular action,
public sentiment, or public opinion.
It is the most potent influence in
adopting and changing the habits
and modes of life, affecting what we
eat, what we wear, and the work
and play of the whole nation. For-
merly it was an axiom that compe-
tition was the life of trade. Under
the methods of the present day it
would seem to be more appropriate
to say that advertising is the life
of trade.

Two examples of this influence
have come to me in a casual way.
While I cannot vouch for the de-
tails, I believe in their outline they
are substantially correct. One re-
lates to an American industry that
had rather phenomenal growth and
prosperity in the late '80s and early

[CONTINUED ON PAGE 52]

ADVERTISING AND SELLING '

November 3, 1926

The Warehouse Fits Direct
Distribution

By H. A. Haring

WITH many commodi-
ties there is a distinct
tendency on the part
of the manufacturer to elimi-
nate the jobber. Into the dis-
cussion of what method is the
better we shall not enter, nor
should this article be inter-
preted as an anti-jobber argu-
ment: it will merely present
the facilities of the public
warehouse for those concerns
which elect to try direct dis-
tribution.

Under direct distribution,
the branch agency of the
manufacturer sells direct to
the trade. Direct selling im-
plies, however, direct delivery.
If delivery is to equal that
formerly provided by the job-
ber from his stock, the branch
agency must have at hand a
stock of the goods. For it is
quickly found that prompt,
scrupulously careful delivery
gives the final touch of suc-
cess to direct selling.

It is in rendering this deliv-
ery service that the public warehouse
becomes a factor in direct selling.
For it is found to be comparatively
easy to conclude warehousing ar-
rangements at distributing centers :
easier by far than to secure a proper
location for a private storehouse,
to organize a staff of employees and
to perfect into smooth working a
storehouse department. The elas-
ticity of the public warehouse is
also a vital element. The contract
with a warehouse does not involve
the outlay for equipment, nor the
obligations for a lease, that an
owned warehouse necessitates. Space
with a public warehouse may be ex-
panded or contracted almost without
notice. Should the particular trade
territory prove unfruitful, no dif-
ficulty is faced in retiring from the
field.

In this manner the public ware-
house serves those who wish to
eliminate the jobber. The tendency
thus to exclude wholesalers is not a
thing which originated with the
warehouse. Never has the ware-

house acted directly to this end ;
warehousemen themselves were
hardly aware of the opportunity
until jobbers began to voice their
disapproval. For the public ware-
house for merchandise was, at first,
merely the building where the
branch agency stored its goods. It
has become, through development,
the instrument through which the
manufacturer has achieved his pur-
pose of selling direct.

THAT the warehouse is an effec-
tive tool for direct selling is
made evident by the opposition from
wholesalers. Their conventions, each
year, produce reports from commit-
tees and occasionally vitriolic ad-
dresses that make warehousemen
smile. At a recent convention of
drug wholesalers one of the standing
committees included in its report a
lengthy reference to public ware-
housemen. The chairman stated:

"We wholesalers have come
through a period of competition
with scalpers, with the mutuals, and

with boot-leg jobbers, but we
still are able to say that we
own our own businesses.

"But of late a new form of
distribution has appeared
which bids fair to usurp part
of our function as wholesalers.
The storage warehouse, now
firmly established in all large
cities and in many small ones,
is gradually extending its op-
erations until there is only a
very small part of our busi-
ness that such an organization
cannot perform."

The chairman proceeded to
go into details of this new
competitor:

"It is evident that there are
only a few functions of the
standard wholesaler which
cannot be performed by the
storage warehouse. Its ser-
vice includes telephone orders,
selling helps, passing orders
for credit, shipping and bill-
ing, taking inventory and
making collections. Aside
mpiny f r0 m the sales management
and credit investigation, the whole-
saler does no more.

"We do not expect that we whole-
salers will be at once supplanted by
the storage warehouse, bu t your
committee does see that the easy
full-package business, which we like
to call profitable, can readily be
taken away from us; and it will be
unless we devote every energy to
emphasizing those functions which
we can, and which the storage ware-
house cannot, perform."

The druggists' committee ended
its report on warehouse competition
by reading from the circular of one
such public warehouse the following
announcement of its services:

"There is a public telephone listed
in your name in our office. All
your salesmen for the surrounding
territory work from this point. A
credit list expedites shipment to
your customers in good credit stand-
ing. Daily reports of receipts and
deliveries are furnished, with cost of
each service shown. Packages are
stenciled. Shipping papers are typed.
[continued on page 76]

November 3, 1926

ADVERTISING AND SELLING

2.$

How Squibb Is Fighting the
Price Cutters

Br DeLeslie Jones

THE most spectacu-
lar and significant
fight against the
price cutter known for a
decade is now in full
swing. It concerns not
only E. R. Squibb & Sons,
whose products are being
cut, but directly, also,
other drug product ad-
vertisers. The price cut-
ters' gauntlet was re-
cently flung in the face
of E. R. Squibb & Sons
by the Owl Drug Com-
pany, whose stores are
distributed all over the
United States. Squibb
decided to accept the
challenge to its good will
and prestige. The fight
is centering on the Pa-
cific Coast where the Owl
chain is strong, and there
is every reason to be-
lieve that new history
will be made for other
advertisers who have
similar problems.

An astonishing new de-
velopment in the fight is
the reported plan by Owl
to cut the price of six
other nationally adver-
tised products every time
a cut is made by a Squibb
dealer to meet the Owl
cut. Thus it will need
only four successive
"cuts" to bring twenty-
four other national ad-
vertisers into the fray.

Briefly, the facts are
that the Owl Drug Com-
pany insisted on an ex-
tra discount in order to ^=^=
undersell all other stores
on Squibb toothpaste, which is ad-
vertised and sold at forty cents a
tube. Having a regard for the pro-
tection not only of its own stability
and prestige in the market, but also
that of the dealers who were work-
ing loyally with Squibb, this natur-
ally was refused. Then came the
action of the Owl Drug Company in
cutting the price — drastically. The

window displays at these
prices.

On the 13th of Septem-
ber this came :

It is getting pretty hot
here. I understand the Owl
Drug Company say they
will go to ten cents a tube.

Here the wording of an
O w 1 advertisement of
Squibb's Dental Cream,
in a California newspaper
of September 14 :

Sold at this unusual
price, twenty-three cents.
Right reserved to limit
quantities.

A telegram, dated
September 20, from a
Squibb salesman read:

Telephone call from
Stockton this morning ad-
vising Owl selling dental
cream, unlimited quantities,
one cent per tube. Another
telephone call, this after-
noon, from Stockton, advis-
ing they have limited quan-
tities to one tube per cus-
tomer, while liquid Petrola-
tum is sold at 53 cents.

These bulletins indi-
cate what this chain has
been trying to do. Squibb
had before it the alterna-
tive of sitting tight and
seeing what would hap-
pen, or it could protest
and with its dealers
answer with livelier tac-
tics.

It occurred to this
courageous a d v e r -
tiser that it would be in-
teresting to see what the
result would be if the
retail competitor adjac-
ent to the store of the
=^^^^==^=^^=^^== price-cutting chain start-
ing this program should
right to refuse to sell was exercised be ready, willing, and able to match
by Squibb, and then the fray began, the chain, cut for cut. (The sup-
On September 7 Squibb got this plies of Squibb are purchased from

OUR ATTITUDE TOWARD AGGRESSIVE
PRICE-CUTTING

Aggressive price-cutting is to be condemned as destructive of
every interest involved. It means the sacrifice on the part of the
retailer of necessary profits — of profits without which he can-
not render the service to the Medical Profession and to the
public, which is expected from him.

Every transaction that does not earn at least the overhead
expenses represents a definite loss. The theory that such loss is
made good by profit on articles sold at regular prices is fal-
lacious. Aggressive price-cutting permanently injures the earn-
ing power of the store, as it tends to establish selling prices that
spell ruin to the dealer. Aggressive price-cutting demoralizes
customers, for it reduces them to mere bargain hunters and in-
evitably destroys their confidence in the integrity and honesty
of the store.

The only safe practice is — to earn your overhead and reason-
able profit on every sale. The retailer who disregards this fun-
damental rule of sound business places himself upon the slippery
road to disappointment and failure.

We are not unmindful of the causes that lead to ruinous price-
cutting, and we sympathize with the retailer who knows that he
is not making the profits that his service requires, and yet feels
compelled to follow the path of self-destruction because other
retailers dt» the same.

We also recognize that modern merchandising requires of the
retailer that he arrange special sales from time to time, in order
to stimulate business and increase the volume of sales. Such
special sales, however, must not depend on ruinous price-cutting
on popular products with the intent to use them as bait to at-
tract patronage, in the hope of selling also other, and often
inferior, products.

We are firmly opposed to such unsound and unfair trade-
practices, which tend to destroy legitimate retailing. Some
method must be found to stem the tide which threatens to
overwhelm the professional retail druggist. He is an absolutely
necessary factor in our economic life.

While the laws do not permit us to dictate to any customer at
what prices he is to sell the goods bought from us, and while
we will have no agreement or understanding with any customer
regarding the re-sale of our products, we nevertheless wish it
distinctly understood that we disapprove of the sale at retail of
any Squibb product at a price that does not leave the retailer
a reasonable profit after covering his overhead expenses. If
any retailer sells any Squibb product at a price which does not
leave such reasonable profit, we must consider his action as un-
friendly toward us and detrimental to our business.

Under our Sales Policy thus outlined we reserve our legal
right to refuse to sell our products to any distributor who de-
structivelv cuts prices and demoralizes our market.

E. R. SQUIBB & SONS

telegram from the Pacific Coast:

Salesmen report Owl has issued bul-
letin to managers in this district, also
to dealers who have taken on the Owl
line, that thev have adopted standard
prices Petrolatum sixty-nine, Agar
ninety-eight. Dental Cream thirty-
three or three for ninety-five, some

so-called "illegitimate" sources.)

Its legal counsel, Gilbert H. Mon-
tague, analyzed the situation.
Squibb wanted to know if there
were any reasons why it was bound
to take this assault without fighting.
It was assured that it had ev

ADVERTISING AND SELLING

November 3, 1926

right in the world to protect its in-
terests, so it went out in the field
actively protecting them. Wherever
this price cutting chain has a store
which cuts the Squibb price, Squibb
authorizes the dealer nearest to cut
lower than the chain. It authorizes
him to follow him down as far as he
wants to go, and agrees to protect
the dealer from loss. In this it has
the good will of the other dealers in
town in the effort to protect their
legitimate profits.

The drug store trade all over the
country is watching the fight with
great interest. It knows that the
matter is immensely important. If
a chain can rip to pieces at will the
price of an article like Squibb's
Dental Cream, backed by national
advertising, and withstand Squibb's
counter-action to protect itself, as
manufacturers, then it seems as
though the old Phoenician pirate
days have come back again and it is
not safe to build a business or ad-
vertise to develop a reputation.

Gilbert Montague, Squibb's attor-
ney, holds that in aggressively fol-
lowing up this price cutter's tactics,
the advertiser is making no legal
misstep; it is simply making the

public an offer, just as the chain is
doing in its reduced prices. Squibb is
taking no right away from the Owl
Drug Company, nor is the company
interfering with its good will. It
simply bids lower every time they
take a new crack at the Squibb
price, and so far the effect has been
to vitiate the cutter's advantage.

IT is obvious that price protection
faces a crisis today, and that in no
case so acutely as in this Squibb in-
stance has the crisis come to a head.
That is why the fight is being
closely watched. The new, reported
pronouncement of policy by the Owl
Drug Company, by means of which
it is proposed to drag into the fight
six national advertisers for every
cut made by Squibb to meet its own
cuts, is more than it seems on the
surface. It is aimed to bring pres-
sure to bear by those advertisers on
the Squibb dealers to stop the
Squibb fight. But it is about to re-
sult in an opposite way, by making
other national advertisers stand up
with Squibb in the fight, in the
realization that it is their fight as
well as Squibb's.

It is evident, therefore, that this

price-cutting chain's challenge is
now in reality a challenge to manu-
facturers in general, and we may
now expect to see a "finish fight" on
this question such as has not been
seen outside the courts in many
years.

Gilbert Montague in his own
words describes the general price
maintenance situation; explaining
why the merely negative gesture of
refusing to sell is not enough to pro-
tect a manufacturer today.

"The year 1926," he says, "is go-
ing down in history in the drug
trade because of one aggressive
price-cutting chain, doing business
on the Pacific Coast, that having
finally been aroused by the progress
that has been made in the move-
ment toward retail profit protection,
is planning, and at the present time
is actually putting into effect, some
of the most aggressive attacks and
assaults on that system, and some of
the most aggressive assaults upon a
manufacturer of standard priced
articles, and the retailers handling
them, that have ever occurred in the
whole history of price cutting.

"The tactics of this chain consti-

[CONTINUED ON PAGE 66]

A. B. C. Convention Banquet

THE annual convention of the Audit Bureau of Circulations was held this year at the Hotel LaSalle,
Chicago, on October 21-22, and proved to be the best attended and most successful in the history of
the organization. Following general sessions there were divisional meetings of the various groups which
make up the membership, including newspaper, advertiser, agency, farm paper, trade paper and maga-
zine divisions. Stanley Clague, managing director of the Bureau, reported favorably on the financial
situation and announced that the membership at the present time totals 1,919, with membership dues for
1926 amounting to $326,644.80. Further details of the meetings and elections will be found on page 68

November 3, 1926

ADVERTISING AND SELLING

New Letters of Frank Trufax
to His Salesmen

A Fictitious Character Writes to a Fictitious Sales
Force 011 Real Problems

By A. Joseph Newman

General Sales Manager, Bayuk Cigars, Inc., Philadelphia

Answering Two
Questions

To My Salesmen:

I was looking over the
orders the other day and
I saw one from a dealer
whom we had not been
selling for at least a year.
I am not going to tell you
why he stopped buying
but I am going to tell you
that I was tickled pink to
see him back on our books
once again.

Our little selling-fool,
Billy Keepatem, put it
over — yes, he did. Hats
off to Keepatem, boys !

"Well, Bill, how did
you do it?" said I to Bill
at first opportunity.

"Nothing wonderful
about it, Mr. Trufax," re-
plied Bill. "That dealer
sells a lot of stuff and I
thought if he was worth
going after, he was worth
keeping after. I've been
calling on him regularly
once a week for nine
months an d — well, I
landed him. That's all
to it."

Frank Trufax
uk Cu

MR. NEWMAN has an original method of assisting
his company's distributors. Under the self-ex-
planatory name of Frank Trufax he writes to imaginary
salesmen a series of letters in which be discusses very
real problems. The demand for his booklets indicates
the success of the idea and effectiveness of the letters.
An earlier series reprinted by us aroused much notice.

there

Go over those figures
once again, boys, they're
intensely interesting.
Then clear your mind to
get full shock of this
body-blow of an answer
to the second question :

Sixty per cent of the
sales made were on or
after the fifth call!

This investigation, of
course, proves very little
conclusively but it does
emphasize this one thing:
Eighty-eight per cent of
the salesmen "automat-
ically eliminated them-
selves from consideration
of sixty per cent of the
business because they
quit before the dealer had
been brought up to the
buying point."

Boys, I don't want you
to waste time watering
dead plants but I do want
you to keep digging
around the live ones. You
can never tell when the
"No, not today" will
change into "Yes, send
'em along." It may be on
call; it may be on the

Now, get me right, boys. I didn't the fifth
personally conduct the investigation fiftieth call; but as Billy Keepatem
Did you get that one pithy phrase to get the answers to these two ques- says :
Bill pulled: "If he was worth going tions and I don't want to be
after, he was worth keeping after?" facetious when I say I didn't get up
Manoman, there's the salient se- the dictionary either; but there's
cret of selling success! where I went to find out if I could

// a dealer is worth going after get away with that "wicked" word
to sell, he is worth keeping after "facetious." It is just as important
until he is sold. to know where to find knowledge as

Let's all shoot that in our arms, it is to have knowledge,
boys, because that's doggOned good Well, anyway, the investigation

was carefully made and here's the
findings:

Answering first question,

48.2 salesmen made 1 call and quit

dope.

And that brings up two interest-
ing queries. Here they are:

1. How many calls do salesmen
make before they quit calling?

2. How often does a salesman call
before the dealer buvs?

"If a dealer is worth going after,
he's worth keeping after."
Yours, tilhesezyes,

Frank Trufax.

Salesmanship Makes Victors

To My Salesmen:

Last night, in my usual weekly
rambling 'round town to look things
over, I dropped into Will B. Upto-
date's store.

There's a fellow who can smell a
24.4 salesmen made 2 calls and quit selling slant in most any occurrence.
14.7 salesmen made 3 calls and quit He says a salient sales principle
12.7 salesmen made 4 or more calls, caused St. Louis to pull the penn'

[CONTINUED ON "

ADVERTISING AND SELLING

November 3, 1926

THAT UNCONQUERABLE CRYSTAL

i EOT! R) after century, the diamond & Compam ha\e been baying diamonds,

continues lo receive the admiration and pearls anil oilier precious stones in

affection of people in every corner of Europe from original sources and sell-

■ he earth. Ill superb beauty is easily big ihem lo a growing clientele. Their

apparent. Ita desirability is universally stock offers al all limes a vide selection

admitted. There is a steady and insistent of the most beautiful precious stones to

demand for it. And H has won its place be found anywhere in the world. And no

f uirli . for the diamond has greater hard- matter what their patrons may select for

ness, brilliancv. light and refraction than consideration, this firm lells ihem at

any other stone. once the full and complete truth con-

udely

Fort

proportion, cutting ami degree of per- ,l " foundation of this busin

reclion that the firs! rule (some say the and Marcus & Company weleoi

nnl. rulel lo be observed in buying is: »>" realize that, in buying jei

deal with a responsible jeweler. If a tmlh itself is as rare and pre

diamond is loo thick, il lacks brilliancy. any alone the jeweler has to offe
If too thin, it is apt to be glassy. Unskil- A large and carefully selected

ful cutting, easily discernible by experts, diamond* in many ihapes and si

reduces its value. And these are but a marquise, square, round, peat

few of the many factors which govern and the favored baguette* . .

Ihe price of diamonds, ami which are markabte collection of pearls,

entirely unknown lo the average buyer, phiret. emerald, and black .

For more than a half-century, Marcus ejccjauioe and unusual settings.

MARCUS & COMPANY

JEWELERS

THAT CERTAIN COLOR

r Ml H M.Mv,. everyone knows that

llit-v are green ami extremely I

1 1 1 nl Rut of all the exquisite shades,
which is the most desirable and valu-
able? Star sapphires ... a rare
range of blues. Rut do you know
exactly which blue is considered

The colored stones are tremen-
dously chic. Nothing accentuates a
lovely hand or a charming costume
so effectively. Nothing enhances
the beauty of eyes and hair like these
little exclamation points of colored
light. Rul to choose them intelli-
gently, to buy them at their true
commercial valuation — that is really
difficult.

Yet i

ished i

..ml

omen who buy these stones from
arcus & Company find that it is
-urpri-inglv simple matter to get
tacth what they want . . . that
i.- price* invariable represent full

value . . . and that these prices are
often less than they expect to pay.

The purchase of precious stones
al this establishment is an agree-
able mul valuable experience. The
results of careful research and tested
knowledge are al your service. Emer-
alds of varying shades and sizes
illustrate each point of comparison.
Star sapphires and black opals of
many qualities and prices are pro-
duced to clarify the useful informa-
tion given. The facts are made
plain. The truth is made clear . . .
and perhaps you loo will find here.
priced well within your reach, the
one jewel in the world that you can
ne\er be happy without.

A remarkable collection of emer-
ald), priced from 95000 to $600 a
carat. Many exclusive and unusual
settings of star sapphires, black
opals and diamonds. Strings of
pearls from 8200,000 to S200.

MARCUS & COMPANY

JEWELERS

orner of 5th Avenue and 4>lh Street, ">ew 1

UNSEEN

.eked i

n. the.

ely in the he;

,. — . I _

— ii ii in SS 1

JEWELS

against unwise jewel purchases. And

Company never regTet a purchase is
because thev are given, from the begin-
ning. Ihe full and complete truth about

liability and truth.
: William Elder Marcus founded
m nearly fifly years ago, it has
an enviable place in the regard
public. It ha. "

- I»- u

sing

rafter

year, ii has made plainly appai
bnjreri of precious stones the
mmirt.v jluc of dealing with a I
tabic and established firm.

merchandise that will mea
the full endorsement of
tion. Responsibility foi
vidua) sale is cheerfully a
truth is regarded as the <
this business. And it must
even lo the casual observe)
fidence of ibis firm in its
dise is unshakable.

Puring fifly vears of
and precious stone* to
families- •ometbing of il

■ Hi. I- ..i ..

rarcely distinguishable differences,
linule shading! of color, infinitesimal
n perfect ions— these pass unnoticed by
ran the more careful buyers. The eye
f an expert and the word of a reputable
rgunization are the only real guards

MARCUS &

JEWE

COMPANY

LERS

.1 ir.lli Sired. New York Ci

THE DIFFERENCE?

perhaps fifty thousand dollars

Ml. I

nil

ue.l al SIIHU nn. I Ihe other tran-a. lion in jewel.. Maeet.s &

leu. Why? pony assume il a. a mailer of c

who ha.e slu.lien pearls know Many distinguished

ouuh many eenturies. eerlaln eon.i.ler it adeoual

well established. n»n«i important pur

1 wo:

These standards of eolo

salo

td ..the
The

,i .1,1

of Mai

>&Coi

. laree -lock of fine

),000 I

lelerlion „/ I pe„r/,

r; priced from SJII.

filiated eolleelion ../ Mu-

M A K C U S & C O M P A N Y

ASII\RP and refreshing departure from the customary style of jewelers" advertisements has been
made by this dignified series that bears the name of Marcus & Company. No specific jewel or
piece of jewelry is displayed — though prices are frankly indicated — but the knowledge and reliability
of the firm arc made visual as clearly in the characteristic illustrations by Rockwell Kent as in the text

November 3, 1926

ADVERTISING AND SELLING

Higher Advertising Rates —
Smaller Space Units?

Is This a Solution to the Problem of Advertising Congestion?

By W. R. Hotchkin

A DEFINITELY impending ad-
vertising "battle of the cen-
tury" will inevitably be waged
between advertisers and publishers,
forced by the irresistible law of
natural conditions, unless an enlight-
ening "peace conference" precedes
the war.

There will be such a battle only
because each party to the war will
fail to gain the larger vision. That
which will soon seem to be a fight
for existence on the part of the pub-
lisher, and a fight to prevent costs
of doing business from annihilating
profits, on the part of the advertiser,
should not be a fight at all — at least
not between these two parties as
foes. In this impending battle, if
battle it may be called, advertisers
and publishers should be loyal allies,
battling side by side to achieve and
maintain conditions that will for-
ward prosperity for all.

The opportunist will wait until the
war threat is made and the condition
is past curing. But preparedness
will be sought by those who wish to
avoid the frightful waste that such
a useless war would bring.

It seems to be the common practice
of mankind to start a quarrel with
the party that brings the first con-
tact of an unpleasant situation —
neglecting first to learn and seek out
the causes that have brought about
the vexing condition.

There are always two sides to
every_ question, and in most cases
where men see things differently
there are two right sides. Human
agitation comes most frequently be-
cause such a small percentage of men
and women are able to see both sides
without prejudice. Men are con-
stantly blaming one another for in-
tentionally bringing about conditions
for which they are not in any way
responsible. The increasing cost of
advertising space and the menace of
the increasing cost of doing business
are the closing jaws of an irresistible
vise over which neither publisher
nor advertiser have any control.

Both are in danger and both must
belong to the same army; both must
battle side by side to change in time
the conditions that hold the menace
of war.

EACH day the stupendous de-
mands of paper mills are wiping
out vast acreages of forests, and the
tremendous growth of all kinds of
publications is constantly increasing
this menace of destruction; not only
to the forests that provide the pulp;
but also to the earth's foliage that
makes our world habitable to human-
ity, that lures the rain and wards
off the floods. Of course, we are told
that neither of these calamities is to
be anticipated immediately; but
both are very real and definite future
hazards. But, even if this were not
so, the demolition of the nearest and
most convenient forests will bring
heavily enlarged costs of lumber,
which must be added to the ever in-
creasing costs of labor of all kinds.
So paper prices must inevitably rise.
Other publishing costs, even more
powerful, must also rise. So in-
creased space rates must be expected
— must be paid.

On the advertiser's side of this pic-
ture we must view the menace of
constantly rising costs of doing busi-

ness. We must also mark the rapid
increase, in most activities, of power-
ful competition. We' must also look
forward to times when this partly
artificial prosperity of today will re-
cede, and all operating expenses must
be radically reduced. We would be
most short-sighted if we did not
recognize the fact that voluminous
advertising space will not always
pay its extravagant cost.

This is in no sense an intimation
that advertising when efficiently
done is an expense. Advertising, of
course, definitely decreases the cost
of most commodities, by distributing
the overhead among a multiplied
volume of products, and enabling the
manufacturer to use rapid automatic
machinery, or otherwise use econo-
mies possible only to large produc-
tion. The "extravagance" comes
from the failure to make economic
space volume do the work of ex-
travagant space area. It is just as
wasteful to buy a page of space to
bring the results that a quarter-page
would bring, if that space were
rightly used, as it is to hire four men
to do the work that one man could
do in the same amount of time.

The rising advertising cost must
inevitably and not too remotely com-
pel manufacturers and merchants to
squeeze out the gross waste that is
so apparent in advertising today.
While the merchandising, the copy,
the typography and illustration are
very great sinners in wastefulness
of advertising, the great monster of
waste is unnecessary space volume.

So we have on the one side the ir-
resistible rise in space cost, and on
the other the uncontrollable necessity
of limiting the cost of doing busi-
ness. When these two jaws of irre-
sistible natural law begin to close on
each other, how futile and silly it will
be for the victims to stand hard and
fast, and wage war against each
other, as though each thought the
other to be the cause of the destruc-
tive condition.

The obvious answer, from the m^
[CONTINUED on

ADVERTISING AND SELLING

November 3, 1926

What Becomes of the Agency's
Fifteen Per Cent

IN analyzing what becomes of the
15 per cent commission received
by the advertising agent, we have
complete data from only a limited
number of our members — 28, to be
exact. The average net profit in
1925 was 2.63 per cent of volume.
The average gross was 14.29 per
cent. The difference is expense.
How that 11.66 per cent was subdi-
vided into copy service, art service,
research, contacting, solicitation,
placing, checking, accounting, ad-
ministration, cannot be determined
by averages, because the reporting
agencies do not classify their ex-
penses in a parallel way and we have
to do a little guessing. But it is
possible roughly to make three
grand divisions, as follows: Ex-
pense of actually serving clients;
expense of running the agency; and
net profit. Averaging the figures
for the 28 reporting agencies shows
that of the 14.29 per cent commis-
sion

8.28 per cent was spent in serving
clients ;

4.03 per cent was spent in non-
productive overhead;

1.98 per cent was net profit.

In other words, 8.28 per cent of the
commissionable billing is expended
directly in service, and 4.03 per cent
in making that service possible.

The net profit varies from a deficit
of 1.35 per cent to a net of 8.31 per
cent, and the size of agency does not
seem to make much difference in the
rate. Small agencies appear to make
as good a net as the large ones ; but
the profit curve is affected by expan-
sion and contraction. Growth in vol-
ume is likely to increase net profit up
to a point where larger facilities are
needed; then profit is depressed
until further growth fills in the in-
creased overhead. The profit curve
is thus likely to be up and down over
a period of progressive volume. Of
course loss of billing, if abrupt, de-
presses profit and involves one of
the serious hazards in agency opera-

By John Benson

Portions of an address delivered before
annual convi ntion of the American \ i c-ia

tion of Advertising At, r <-nri,'s, \\ 'ashin^i<<n

By John Benson
President, Benson & Gamble

tion. With net profit as low as it
is, and organization as difficult to
dismantle, it does not require much
shrinkage to cause a deficit.

When you consider the hazard and
the varied skill required to operate
an advertising agency, a net profit
of 3 per cent or less on total billing
is inadequate. One per cent of that
profit is needed to provide increased
capital for a normal growth in bill-
ing of say 20 per cent per year.
That leaves 2 per cent for distribu-
tion to stockholders. A million-dol-
lar business would thus yield its
owners only $20,000. A single
credit loss might wipe that out.

IN considering net profit earned
in the agency business, salaries
drawn by principal owners should be
taken into account. The size of in-
dividual salaries is not so important
as the percentage of gross profit ab-
sorbed by them. The Finance Com-
mittee has no comprehensive figures
on this score but has made a number
of inquiries from time to time,
which indicate that salaries paid to
principals are moderate, even low
for so responsible a position. They

range all the way from $7,500 to
$50,000 a year; $12,000 to $15,000
seems to be a fair medium average.
In the smaller agencies salaries are
likely to absorb a greater percentage
of gross than in large agencies. One
large agency absorbs 2^4 per cent of
gross billing, another 1% per cent, a
third 114 per cent. This variation
is largely due to volume of billing.
One small agency in 1925 paid three
principal owners salaries aggregat-
ing 2 1 ' 2 per cent of $1,500,000 bill-
ing.

All of this expense cannot fairly
be charged to administration. Prin-
cipal owners, even of very large
agencies, spend much of their time
in serving clients directly, and a
substantial part of their salaries
save other creative and contact ex-
pense. Very few if any instances
have come to the Finance Commit-
tee's attention of salaries being paid
owners in excess of what they would
receive for the same service as em-
ployees.

Our problem is to make a better
profit out of the 15 per cent commis-
sion paid by the publisher. That
commission cannot well be increased.
It is often inadequate in individual
cases, but on the total volume of
commissionable business placed
through agencies it is as much as
should be included in the cost of ad-
vertising in this country. An im-
mense amount of service is rendered
for this commission, both to the
publisher and to the advertiser.
The cost of rendering it is moving
up very fast, in larger salaries for
talent, in greater and better
equipped facilities, in higher taxes.
Only the steady and material in-
crease in individual appropriations
has kept net profit from vanishing
altogether. The time is coming
when volume of advertising may
stabilize and give no increased sup-
port to profit; then an intensive
effort will have to be made to hold
down expense, without lowering the
grade of service modern advertising
needs.

The more thoroughly one studies

[CONTINUED ON PAGE 561

Is This a Solution ?

A GROWING problem in every agency and most
manufacturing organizations is the time required
to interview the many solicitors who legitimately call
to present their publications. An attempt to regulate
executives' time has been made by some agents who
interview solicitors only on certain days or between
certain hours. Needless to say, this plan has not met
with universal favor.

Copies of the following letter written by a prominent
national advertiser to his agency were recently placed
in the hands of publication representatives.

Henri, Hurst & McDonald,

58 East Washington Street,
Chicago, Illinois.
Gentlemen :

As our advertising agents for both Sherwin-Williams
and Rogers Brushing Lacquer, we wish to advise you that
we find the advertising solicitations of publications' rep-
resentatives have become so burdensome as to make a real
obstacle in the conduct of the work of our Advertising
Department. We are seeking your assistance.

It is not our policy to want to refrain from seeing those
who call, but if these calls continue as they have recently,
it will be necessary to close the Advertising Department
for business.

Our suggestion is that you advise the publication
representatives that this is the situation and that we au-
thorized you, at our last conference, to make the recom-
mendations to us as we cannot continue the important
work of the department and see one-tenth of the repre-
sentatives who besiege us.

Mr. Schuele and others in the Advertising Department,
including the writer, have a high personal regard for all
these representatives, but now that the direct work of
our department is being seriously interfered with and
handicapped to the extent that there is no time left even
to make up a list should we want to, believe it is only fair
to advise our friends that from now on our contact must
be through you rather than direct, except in cases where
we want some special information which we will ask for
through you.

Will thank you to reproduce this letter and forward it
to the representatives so they will know our position is
not one of a hard-boiled attitude.

Thanking you, I am

Very truly yours,

The Sherwin-Williams Go.
C. M. Lemperly,
Director Sales Development.

This problem of interviewing representatives affects
publishers, agencies and advertisers. We shall be glad
to open our columns to a frank discussion of the subject
in the hope that it will bring out suggestions of benefit
to the entire industry.

Europeans and American Advertising

AMERICA is becoming an Eldorado for Europeans.
^The foreign writers of books and movies were per-
haps the first to make fortunes out of America ; then
foreign playwrights made fortunes, then foreign celeb-
rities, as lecturers in America — and now foreign ath-
letes.

Lenglen has just signed a ten-year contract, at a
figure running into six digits, for the right to use her
name on clothing. Queen Marie of Roumania could —
and it is not unlikely will — make an American million or
two out of movies or whatnot. Even lesser European

lights are constantly making very large-sized sums.

In America prestige, limelight, and publicity is a
commodity like lumber or soap. This is rather un-
pleasantly indicated sometimes when those possessing
a shoddy variety of it, like Kip Rhinelander's or
Browning's girls, are offered staggering sums for con-
fessions, diaries and exposures. But this is more than
counterbalanced when a mother swims the English
Channel, spurred on by the thought of the thousands of
dollars the resulting publicity will win her to help
educate her children.

The power of American newspapers, literally over
night, to make a name famous and worth hundreds of
thousands, is today truly phenomenal; one of the ad-
vertising wonders of the age — provided that clear dis-
tinctions are made between limelight and commercial
reputation.

The Retailer as a Purchasing Agent

IN the Chicago newspapers recently there ran an ad-
vertisement of Marshall Field & Company's Men's
Store reading:

WHO IS YOUR PURCHASING AGENT?

We are not content to act as a manufacturer's agent — accepting
his product as we find it, and your patronage as J:he result of his
advertising.

For we believe that intimate, daily contact with our customers
gives us a more accurate knowledge of their requirements than
any manufacturer can possibly have. And, we believe further,
that out of our broad experience with the products of many
manufacturers we can show the individual manufacturer how to
make a better product.

Our offerings, therefore, represent our choice of the best good3
available in each line, plus definite improvements we have had in-
corporated on our own account. Every article we show was
selected and developed with your interest as the primary con-
sideration. And we bespeak your patronage on that basis alone.

While there is something to be said for this argu-
ment, there is more argument than logic to certain
portions of it.

For example, while it is true that the daily contact
with customers (granting that the buyer of a big store
comes in personal contact with the customers, which he
or she generally doesn't to any great extent) is valuable
in giving knowledge of what people like, the manufac-
turer's salesmen come in contact with literally hundreds
of retailers and retail buyers and get a far clearer idea
of what the majority of people want than any single
retail establishment is likely to get, and his line stands
or falls on how nearly he meets the popular taste.

When it "comes to improvements, it is true that the
large department stores do make many suggestions for
betterment, and there is hardly any manufacturer who
does not owe some of the improvement in his product
to the suggestions of retailers. But it has been the
experience of manufacturers that in many instances the
big city stores suggest this or that change or revision
(exclusively for them if possible) not so much in the
interest of the customer as to change it just enough
from the standard to make price comparison difficult
and enable them to price it so as to make a bit better
profit than the smaller merchant does.

Broadly speaking, therefore, while there is virtue in
this age-old idea of the retailer being the purchasing
agent for his community, there is also a certain amount
of vice.

ADVERTISING AND SELLING

November 3, 1926

Is Installment Selling a Blessing
or a Menace?

Further Views on a Much Debated Subject

By Warren Pulver

INSTALLMENT selling has
been getting a great deal of
attention lately; attention con-
sisting largely of "godsaking,"
viewing with alarm and criticiz-
ing of the public for its "weak-
ness."

None of the printed comments
which has come to the writer's
eyes offers the least suggestion of
solution other than proposing
higher down-payments, shorter
extension of payments, or the im-
mediate severe curtailment of all
installment selling. The last sug-
gestion predominates.

At present it is estimated that
annual sales based upon install-
ment payments total about $6,-
000,000,000. In passing, it may
be considered significant that this
estimate was formed by a special
committee of the American Bank-
ers Association. Of this, more
later.

Assuming this estimate to be as
good as any other which might be
evolved, it is evident that install-
ment buying already has become
a major consideration, and that it
is a strongly intrenched feature
of our national buying habits.

It is further evident that in-
stallment buying restricts itself
mostly to the more expensive fab-
ricated merchandise. One does
not buy ketchup, shoes or gasoline
on deferred payments. The prac-
tice applies with greatest force to
automobiles, phonographs, radios,
furniture, electrical conveniences,
houses, etc.

This being almost axiomatic,
we see that the installment plan
concerns merchandise which in-
volves proportionately large capital
for the buyer, dealer, jobber and
maker. The merchandise so bought
also represents high employment of
labor, high shipping costs, and high
factory and machinery investment.
Likewise it is merchandise most
suited to be utilized for making the
savings incident to standardized and

Installment Sales
Bitterly Attacked
As Form of Slavery

Head of Endicott Johnson Cor-
poration Says Buying Above
Income Wrecks Homes and
Lives.

1 ~ — _J

Strong- criticism of installment
buying on the ground that it is un-
dermining the spirit of thrift in the
nation, is increasing the cost of liv-
ing, and is creating only a fictitious
prosperity, is voiced by George F.
Johnson, president of the Endicott
iohnson Corporation, one of the
largest shoe manufacturers in tho
country.

Mr. Johnson, whose firm employs
17,000 workmen, criticises business
interests for seeking profit by "mort-
gaging 'the poor man's future labor,"
.'.r.d claims that installment buying
will put the workingman In slavery
He maintains that thrift is a Bounder
Oasis for continued business pros-
!>erity, and that debt should be dis-
couraged except for necessities

"Assuming that the appeal to pur-
chase under this plan Is to those
who have small incomes, and who
otherwise would not be able to secure
the luxuries offered, and considering
their welfare and happiness as the
greatest principle involved, i claim
this method of sale and purcnase is
a very great evil because it makes
for unhappiness and discouragement
and frequently wrecks and ruins
human lives," Mr. Johnson stated

"Freedom front debt, except for a
modest home modestly furnished I.i
'ho greatest blessing next to good
health that the poor may enjov. Debt
is a form of slavery. It takes from
them independence of action
taxes them severely in the way u! <
higher prices and living costs "

would represent a great loss to
the "installment industries" ; a
loss they might not withstand any
too well.

Surely production would fall;
much equipment would stand idle;
q factory investment would not be
utilized to the full ; there would
be more unemployment; less of
the benefits of volume production
would accrue ; transportation
d volume would drop and — so few
J stop to think of this — cash sales
b of many items would be very seri-
ously affected.

r<
h

ON the latter score there would
be bought less gasoline, oil,
•^ garage facilities, records, needles,
* batteries, vacuum tubes, electric
current, etc. ; for the man who de-
i fers buying his car, phonograph,
s radio or electrical convenience
■i does not, during the accumulating
period, buy the incidental things
necessary to use of the device.

Nor would all the deferred pur-
chases be made at the time when
the last payment would have been
made had the merchandise been
bought on time. In other words,
while a man may pay out $200
within a year upon an obligation
he has already assumed, he will
not put by that money so quickly
in anticipation of a cash purchase
where no obligation presses him.
Those who think otherwise know
little about human nature.

It is significant that most in-
stallment merchandise results di-
rectly in recreation or work
reduction. Not having the device
desired, one is apt to dissipate
cash upon passing amusements,

From the Brooklyn Daily Eaale

volume production in general

Let us pause here a moment and and upon assistance in getting work

see what might happen if the install- done; money which retards the ac-

ment plan were suddenly abolished, cumulation of capital and for which

The writer believes it reasonable no extended return is received
to assume that $6,000,000,000 of in- It is evident, too, that without the
stallment sales would not readily installment plan, the rates of mar-
convert into more than $1,500,000,- riage and establishment of homes
000 or $2,000,000,000 of cash sales would be considerably retarded— re-
in the first year. Obviously, this suits which, we are told, would be

November 3, 1926

ADVERTISING AND SELLING

Bruce Barton Roy S. Durstine Alex F. Osborn

Barton, Durstine <3 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

Mabel P. Hanford

Joseph Alger

Chester E. Haring

John D. Anderson

F. W. Hatch

Kenneth Andrews

Boynton Hayward

J. A. Archibald, jr.

Roland Hintermeister

R. P. Bagg

P. M. Hollister

W.R.Baker, jr.

F. G. Hubbard

F. T. Baldwin

Matthew Hufnagel

Bruce Barton

Gustave E. Hult

Robert Barton

S. P. Irvin

Carl Burger

Charles D. Kaiser

H. G. Canda

R. N. King

A. D. Chiquoine, jr.

D. P. Kingston

Margaret Crane

Wm. C. Magee

Thoreau Cronyn

Carolyn T. March

J. Davis Danforth

Elmer Mason

Webster David

Frank J. McCullough

C. L. Davis

Frank W. McGuirk

Rowland Davis

Allyn B. Mclntire

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

Louis F. Grant

D. B. Wheeler

Gilson B. Gray

George W. Winter

E. Dorothy Greig

C.S.Woolley

Girard Hammond

\ J. H. Wright

R|) |

1 Hr

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 ?s[ational Outdoor Advertising Bureau

ADVERTISING AND SELLING

November 3, 1926

highly inimical to the country's best
interests.

The foregoing may emphasize the
situation sufficiently to give pause to
those who, irked by the mere imper-
fection of installment selling meth-
ods, feel moved to throw monkey
wrenches and sand into the whole
machine.

After all, we have no proof that
there is anything at all wrong with
the deferred payment idea. For all
we know, it is fundamentally as
sound as the "buy-out-of-capital"
idea — and "sellingly" it surely is
superior.

There are two chief faults in pres-
ent-day merchandising — one con-
cerned with installment selling, the
other with our whole system of mer-
chandising — which may account for
most of the agitation.

In the first place, credit is ex-
tended between business and home
in a manner which would wreck
selling between business and busi-
ness in less than six months.

In the second place, the merchant
knows in his heart that he has prac-
tically no security in repossessed
merchandise; which at present is

about the only security demanded
in installment selling.

The reasons why repossession is
no security are that much install-
ment merchandise suffers from the
yearly model evil; and that a great
percentage of the whole purchase
price is not represented in the mer-
chandise itself but in the enormous
costs of distribution.

THE merchant knows that if he
repossesses a device which has
been made virtually obsolete by the
later release of a new model, it is
hardly worth cartage. His "security"
has become nothing but another and
unsatisfactory sales problem.

Even if no new model has inter-
vened, the article returns to the
merchant's store an obviously sec-
ond-hand affair and as such general-
ly cannot be sold for more than
twenty-five to fifty per cent of the
original price ; and then only after
charges for cartage, reconditioning,
overhead and selling expense have
been incurred.

The solution all around is not to
be found by destroying the install-
ment plan nor by stigmatizing it so

that the respectable and responsible
citizenry is ashamed to do business
on that basis. The answer seems to
be in legitimatizing the plan and in
supervising more carefully the ex-
tension of credit.

The day the public becomes con-
vinced that a man's ability to pur-
chase on time is actually public
testimony to the reliability of his
personal credit, we shall see an ease
of selling, a production and a pros-
perity beyond any we have imagined.

We know that legitimate credit,
not cash, is the basis of our past and
present business prosperity. Yet
some are inclined to apply credit
solely to use between businesses.
And what are businesses generally?
Organizations that buy and sell only
so that whatever they are doing or
making may terminate in the homes
of the country and with the people
who live in them.

Of what avail, then, is a free flow
of credit and money between busi-
nesses if it does not extend to the
people and the homes who and which
make business possible?

Buying at long intervals with

[CONTINUED ON PAGE 67]

Edward Hall Views with Alarm

Portions of Address of the President of Association of National Tl
Advertisers Before Four A's Convention, Washington, D. C.J]

OUR American system repre-
sents the greatest develop-
ment in high-pressure sales
and advertising practice in the
world's history. Each year's quota
shatters all precedents. This char-
acteristic has invaded the magazine
and newspaper field. Hundreds of
millions of advertising dollars are
being carried along, feeding the
process, with very few stopping to
think where we will eventually land.

I am a manufacturer, primarily
interested in selling goods at a
profit. You, our agents, are in the
sole business of making the dollars
we spend yield larger returns. It
is fitting that I, representing manu-
facturers who supply the funds that
you expend, should point out factors
that many concerns view with un-
easiness.

Let me quote one of the large
grocery specialty advertisers, whose
line fs known by every housewife in
America:

It has been said that we are in the
day of super-competition. Let me sug-
gest side by side with that, that we are

also in the day of super-advertising. A
princely sum is being spent annually in
the bid of the manufacturer for a slice
of the public's spending dollar. This
has caused a mad scramble among pub-
lications for a share of the manufac-
turer's advertising dollar. Two ills have
followed: publications of such volume
that several evenings of leisure are re-
quired to review any one issue, and a
forcing of circulation beyond its nat-
ural bounds. Publications have invaded
each others fields, thus multiplying
duplication and increasing costs. We
know, of course, that forced circulation
does not have the value of natural cir-
culation, and so this publication com-
petition through lessened reader inter-
est on their total circulation combined
with increased rates has tended to
lessen the pull of the advertising dol-
lar.

Of the many factors that have
caused this decrease in the effective-
ness of advertising, I will mention
five:

(1) Decreasing visibility of a
given advertisement compared with
the same size of space used a few
years ago. This is due largely to
the increased advertising lineage
carried by most publications.

(2) The growing use of color in

advertising at a greatly increased
rate, which is gradually forcing ad-
vertisers to use color in order to
maintain a dominating position, and
is making it more and more difficult
for concerns with small appropria-
tions to be seen.

(3) The material increase in pub-
lications, which raises the cost of
maintaining a dominating position
or even a significant position in the
public eye.

(4) Forced circulation methods
that carry publications beyond their
normal market, with relative in-
creases in rates and, in many cases,
a decrease in returns per thousand
circulation.

(5) Changing habits in the Amer-
ican home due to automobiles, hard
roads, movies, radio, etc., that ma-
terially decrease the time available
for reading publications. The very
growth of homeopathic dose publi-
cations that cover all important
topics of the day in a few terse
paragraphs, proves that point and
further increases the competition
for reader attention.

November 3, 1926

ADVERTISING AND SELLING

One Exceeds Nineteen/

The daily circulation of The Des
Moines Register and Tribune now
exceeds the combined circulation of
all the nineteen other daily news-
papers published in the center two-
thirds of Iowa.

Is it any wonder that a campaign in The Des
Moines Register and Tribune exerts so great
an influence on Iowa jobbers, retailers and
consumers ?

Circulation of Des Moines Newspapers

Net paid averages 6 months ending September 30, 1926.

Daily Register and Tribune 180,260

Sunday Register 150,233

Second Daily Newspaper 48,553

W\)t pe£ ffloimg fte^fer an& tribune

ADVERTISING AND SELLING

November 3, 1926

A Bond House Breaks a Tradition

How One Firm Won Its Salesmen Over to Advertising

By John J. McCarthy

THE tobacco companies
have not yet dared to
advertise their ciga-
rettes to women, but reputa-
ble bond and investment
houses, on the other hand,
are defying their own tradi-
tion and convention by
launching complete advertis-
ing and merchandising cam-
paigns. For old investment
companies to advertise their
wares, as the average manu-
facturer does, is a move, as
unusual and provocative of
■comment in financial circles
as smokes-for-women copy
would be in the world of to-
bacco.

According to the best Wall
Street traditions, advertising
has never been considered
good form. Even the most
lenient Ward McAllister in
financial circles would look
askance upon any copy
which contained an active
selling idea. And, as to having a
complete merchandising plan be-
hind financial copy, and getting the
salesmen to use advertising to se-
cure business . . . well, it just
shouldn't be done!

Consequently, most of the adver-
tising which comes out of Wall
Street, is confined either to tech-
nically worded offerings — often
written by lawyers — or to purely
institutional copy.

The advertising agencies serving
these investment houses have
geared their efficiency more in the
direction of placing space quickly
and accurately than of developing
copy and merchandising ideas.
Strictly speaking, they are special-
ized rather than general agencies.

The average bond salesman has
the deep-rooted prejudice of the
financial world against advertising.
None of the enthusiasm of the
manufacturer's salesman has crept
into his veins. The bond man feels
now, as the manufacturer's sales-
man felt at the dawn of the adver-
tising era, that advertising will
eventually displace him.

However, the new advertising

Is Your Bond Account
Safeguarded by the

^7 BASICS

/ of investment?

Ev e ry :r:;::,;;:;.;: 'r::;::;:"'::: j !l:Tu:lrI:;

A. B. Leach l & Co., inc.

61 Cedar Street, New York City

How this was accomplished
is an interesting story in it-
self:

According to E d m o n d
Boushelle, the advertising
manager, the copy of the
Leach campaign is a com-
bination of the institutional
and sales types. It retains
the background of the tradi-
tional financial advertising,
and yet makes a direct effort
to sell. The seven basics of
investment ; namely, alloca-
tion, distribution, maturities,
marketability, dispersion, in-
come flow and vigilance
compose the actual copy ap-
peal.

This advertising shows
the investor how he can
strengthen his bond struc-
ture by having his list of
holdings regularly ratio-au-
dited according to these
seven basics; offering, at the
same time, the facilities of
day is already dawning for him. the Leach Company to ratio-audit
Prominent investment houses of his securities and to make recom-
long, honorable standing, are be- mendations. This idea is being ex-
ginning to inject selling ideas into ploited in large newspaper space,
their advertising; and are begin- supported by several attractive
ning to educate their salesmen in mailing pieces, picturing minutely
the possibilities of the rightly- the advantages of a Leach Ratio-
gauged advertising campaign. The Audit.

bond men are beginning to see "The success of such an ad-
financial advertising in a new and vertising campaign," stated Mr.
brighter light. Boushelle, "depends absolutely upon

the cooperation you get from your

TYPICAL of this new financial salesmen. They can easily d:s-
advertising movement is the courage customers from sending in
present campaign of the A. B. Leach their securities for a ratio-audit;
& Co., Inc.. one of the oldest invest- which would block the purpose of
ment houses in New York. The the campaign and kill the adver-
Leach advertising is packed with tising in the bud.
selling facts — an out and out depar- "Consequently, before making the
ture from the old type of financial advertising public, we sold it com-
'advertising. pletely to our salesmen. We proved

In addition, this campaign has to them that the campaign would
been merchandized from every make their selling efforts easier,
angle, and completely accepted by and that they were really the king-
the entire Leach organization, es- pins upon whom the success of the
pecially by the salesmen. The latter advertising rested. They alone
are not merely acquiescent to the could either make or break the
new style of advertising. They are campaign."

enthusiastic about it. They employ Here is how Mr. Boushelle won
(his advertising in selling to every over the Leach salesmen to adver-
prospective customer on their lists, tising in general, and to their

[CONTINUED ON PAGE 96]

November 3, 1926

ADVERTISING AND SELLING

*CL ^aaepcom S%£ CPiAiAtia*i Sxu^u^c^loruCox^ J

THE CHRISTIAN SCIENCE MONITOR. BOSTON. WEDNESDAY. OCTOBER 6. 192(

RADICALS RALLY
ROUXDMALINOFF

Bul(Pirian Democrats May
Co-operate With Agt :
—Strong Oppoait

SHIPS RESCUE 12,000 CHINESE
IN BATTLE ZONE NEAR HANKOW

The Christian Science Monitor An International Daily Neivspapcr

/York. London. Pan*, Florence, Philadelph.a, Chicago. Cleveland, Detroit, Kama* City. San Francisco, Lo> Angclei, Seattle, Portland (UrtRoa)

ADVERTISING AND SELLING

November 3, 1926

The Agency's Position in
Business Economics

By Clarence D. Newell

President. Newell-Emmett Company, Inc., New York

THROUGHOUT the whole his-
tory of this business or pro-
fession of ours, the subject of
agency remuneration has been re-
ceiving endless discussion. Pub-
lishers, advertisers and advertising
managers have all taken a hand in
it, and now the Government, through
its Federal Trade Commission,
seems to be taking an interest in it
also; very indirectly and very tenta-
tively, it is true, but none the less
embarrassingly to us if their appar-
ent viewpoint is supported by law.
Now, it is rather a surprising
thing, with all this discussion going
on, and most of it of a critical na-
ture, that the advertising agents
themselves have never taken a very
active part in it. It might almost be
said that the usual agency attitude
has been one of negative defense,
with its strongest gesture a chal-
lenge to the opposition to originate
a better system if they do not like
the present one.

And when one wanders around
among one's fellow-agents and dis-
cusses the subject with them, it is
again surprising to find the differ-
ences of opinion and the differences
of understanding of the basic princi-
ples that underlie our method of
business.

There are only two interests to be
considered in any discussion of the
present system of remuneration :
that of the advertiser and that of
the publisher. Between these two
stands the agent, a factor not arbi-
trarily created over night, but
gradually developed to meet the in-
creasing needs of both of the inter-
ests involved.

Obviously, however, the agent is
an intermediate factor, not a princi-
pal, and the methods by which this
intermediate factor operates cannot,
therefore, be considered in any re-
lation to the advantage or disadvan-
tage to the agent, but must be
considered solely as to their advan-
tages or disadvantages to the two
prime factors in the situation, for
whose benefit the agent exists.
If it can be shown that the inter-

ests of publisher and of advertiser
are identical and that the present
system best meets this identical in-
terest, then the present system
should remain.

If, however, it is found that, be-
cause of conflicting interests be-
tween advertiser and publisher, the
present system is not of advantage
to both interested parties, then the
present system is inequitable and
should be changed.

THE first point to be covered,
then, is to consider and compare
the interests of advertiser and of
publisher and to determine the ex-
tent to which they are identical or
the points at which they diverge.

Advertising may be considered
both as a method of business and as
a productive service to business.

Advertising as a method of busi-
ness has for its objective the in-
crease of sales volume.

Its cost may be added to current
selling expense in the belief that
such addition will increase profit to
a greater degree than it increases
expense. Or it may be invested out
of capital or surplus in the belief
that at some future time it will yield
a profit on that investment.

In either case, whether as a cur-
rent expense or as an investment, its
objective is the increase of sales vol-
ume at an eventual profit.

The mere use of advertising, how-
ever, does not guarantee the attain-
ment of this objective.

The hazard of advertising, and
please note that term well, for I am
going to use it frequently, is prob-
ably greater than in any other form
of sales expense or of investment.
And, if that hazard goes against the
advertiser, there is no salvage, for
he has bought a thing which it is
impossible for him to sell again, even
at a loss.

Any system, therefore, that
lessens the hazard of advertising is
one in which the advertiser has a
vital interest.

Advertising as a productive serv-
ice to business divides into two dis-

tinct parts:

First, the production and sale of
the medium through which adver-
tisements reach the public.

Second, the selection and use of
that medium to the best advantage
of the advertiser.

It is estimated that in 1925 near-
ly $400,000,000 was spent by adver-
tising in newspaper and periodical
space, exclusive of local newspaper
advertising. Of this amount, ap-
proximately eighty-five per cent was
paid to those who provided the
medium for carrying the advertise-
ments to the public. The remaining
fifteen per cent covered the cost of
using this medium selectively and
of creating the matter to be com-
municated.

The publishers of the country are
the providers of this medium. Their
revenues from its sales not only
must yield them a fair profit on op-
erating cost, but must justify the
tremendous investments that they
have made in production side of
their business, for these invest-
ments could not be justified on the
revenue from the sale of their pub-
lications alone.

THE retention and development of
the market for this medium is a
matter of prime necessity to the pub-
lisher, and this market can be pro-
tected and increased only in ratio
to the decrease in the hazard of ad-
vertising to the advertiser.

Therefore, the cutting down of
this hazard of advertising is an iden-
tical interest of both advertiser and
publisher, and it is the most vital
interest that each has in relation to
the whole subject.

If, then, the advertising agent
does not serve this common interest,
his total elimination rather than the
method of his remuneration is the
question of greatest moment to both
advertiser and publisher, for he rep-
resents a cost of approximately fif-
teen per cent to the advertiser and
to the publisher.

The modern agency is a group of
specialists who bring to bear on

[CONTINUED ON PAGE 82]

November 3, 1926

ADVERTISING AND SELLING

The TALK OF THE TOWN.?

HE: ep Z am sending your sister* The White Box 9 for

her birthday."

SHE: "Good idea! And don't forget that we are twins!"

The line of Park & Tilford Candies is extensive and elaborate.

The simplest package of all was chosen as a value-demonstrat-
ing leader, named "The White Box", and advertised with an
Interrupting Idea.

The result is steadily increasing sales, not only of "The White
Box", but of all Park & Tilford Candies.

The Federal Advertising Agency, Inc., of 6 East 39th Street,
New York, have here applied their Interrupting Idea principle
to the merchandise as well as to the copy and the art.

ADVERTISING AND SELLING

November 3, 1926

1 1 ■ I M HM

Courte;

What You Can Learn From
Freight Tariffs

By Albert H. Meredith

IT is but natural to think that a
freight rate is a matter of quot-
ing so many cents per 100-pounds
to transport the goods. It is not.
It is more.

In the market, the price for a
bushel of peas is definite. In quot-
ing a freight rate the price (that
is, the cost of transporting the
goods) hinges on a second element:
Are the peas to be used as vegetables
or for soil fertilizer? The freight
rate in one case will be about four
times what it would be in the other.

Is the ordinary dauber, as used by
a shoe-black, a toilet appliance or a
piece of machinery? The highest
court was obliged to decide between
two freight rates to determine this
dispute. Here is another instance.
"Pearline" is advertised as suitable
for laundry purposes and also for
toilet uses. When shipped by
freight, the one purpose yields one
rate quotation while the other gives
a different one; the lower demanded
by the manufacturer and the higher
assessed by the railroads. Again
the courts had to adjudicate.

A shipper would, without second
thought, ship raisins as "dried
fruit." If he did so he would be
penalizing himself for his thought-
lessness (or lack of expert counsel)
because raisins enjoy low freight

rates; a favor originally granted to
the California growers in order to
permit them to compete in Eastern
markets with European raisins, but
since extended for all raisin ship-
ments eastbound but not westbound :
a concrete illustration of the freight
rate being controlled by market
competition.

The "rate" for any commodity is
a compound of two separate and dis-
tinct factors. One has to do with
the transportation service; the other
with the nature and purpose of the
goods. In a few sections of our
coal mining States, coal is produced
coincidently from two veins; the one
thick and the other thin. The thin-
vein coal is more costly to mine.
Yet for shipment to the market the
railroad tariffs distinguish between
"small-vein" and "big-vein" coal,
although the two require precisely
the same equipment, movement and
handling. The wage contracts of
the mines define the two grades for
purpose of wage adjustment; in the
market, the two are commercially
different according to the percentage
of impurities, but without reference
to thickness "in place." For freight-
rate making, the railroads have
established a third definition.

So complicated is freight-rate
making that the "rate" is a sort of

complex of everything. The "clas-
sification" of the object to be
shipped is quite as essential as the
cents per 100-pounds for the trans-
portation. The result is that delib-
erate mis-classification — always of
course with the shipper trying to
under-classify and the railroads to
over-classify — never ends. A com-
mon device for favoritism is for the
carrier to encourage under-classifica-
tion, whereby the shipper obtains a
lesser price for the transportation
through falsely describing the com-
modity.

SINCE the freight rate is a com-
plex of two elements, the traffic
expert does more than merely con-
tend for the lowest quotation (it
being taken for granted that his is
also the task of determining rout-
ings ) . He is continually on the alert
for more favorable classifications of
the company's raw materials and its
finished outbound product. The
size and shape of a bale of cotton,
the number of steel "ties" that bind
it, and the density of compression
alter the cost of shipment; for ocean
carriage, penalties accrue and occa-
sionally liability to the vessel fol-
lows for certain careless baling. In
domestic shipment, many commodi-
ties enjoy a lower rating when
[continued on page 881

November 3, 1926

ADVERTISING AND SELLING

It takes
seven
hours

To prepare for President Forge

the trade news resume he reads in three minutes

The head of the Reader Service Depart-
ment each week goes into "heavy" con-
ference with the Managing Editor, to
glean from the galley proofs the news of
the week's issue. Story after story is
read, appraised, reviewed in the smallest
possible number of words which will tell
the busy reader whether he wants to read
the article.

It is a long and tedious job and must be
accurately and concisely done or is worse
than worthless. But it is done each week,
then printed on an orange bordered in-
sert in the heart of the editorial section
so it can be instantly found without con-
sulting page numbers or indices — all to
save a few minutes for Mr. Busy Reader.

That's why he reads THE IRON AGE

It's just another source of the reader interest that

keeps the renewal percentage high — and makes The

Iron Age the choice of 1200 regular advertisers who

want their advertising read.

Dfhe J\ational Publication
of the Metal Diodes

ADVERTISING AND SELLING

November 3, 1926

The Tone of Voice in Copy

By G. W. Freeman

EASY to write, hard to read,"
was declared by Robert Louis
Stevenson to be an axiom of
the scrivener's art . . . and ad-
vertising writing cannot escape the
laws that govern the creation of all
effective copy.

Two people utter identical phrases,
and one repels by his truculent
gruffness, whereas the other with
soft and pleasing tones, charms.
That is a matter of tone of voice.

The printed word offers few me-
chanical devices for indicating
stress and manner, and so the ad-
vertising writer must employ words
as tools for modifying stress and
tone, and by his literary style de-
velop a pleasing tone of voice in his
copy.

The pictorial side gets painful
thought so as to make the advertise-
ment appeal. And then the one ele-
ment that can really appeal to the
mind and to the imagination is dis-
missed with "Make it brief," or
"Just talk naturally."

"Natural" copy is the hardest to
write. It takes most labor, that is,
if it seems natural. For most copy
that is written "just like you talk"
reads like nothing under heaven.

Here is a piece of copy written
"naturally" by an engineer for a
manufacturer of rubber belts:

". . . the present day farmer will
buy only the best, regardless of initial
cost, for experience has taught him
that low first costs invariably mean
higher ultimate costs."

That's natural writing. But does it
sound as natural as this:

"Did you ever buy a likely looking
scrub cow only to find that she never
gave enough milk to pay for her feed?
If you have, you've learned that low
first cost does not always pay best.
There are scrubs among farm belts,
and there are pure-breds, and you
know which kind will give you satis-
faction."

Professional rhetoricians bid us
avoid "alliteration's artful aid."
And yet there is a valid reason why
we, as copy writers, should employ
it. Alliteration formed the basis of
the early poetry of our race, and
that early influence is persistent.

Portions of an address delivered before
the Direct Mail Advertising Association at
Detroit.

Our forefathers, sitting through
long cold evenings in their draughty
halls, drank and sang in unison,
eagerly beating time to the allitera-
tive syllables of the song. Consider
this stanza from the Anglo-Saxon
Chronicle (937 A.D.) :

Her Aethelstan cynig, eorla drighten
beorna beahgifa, and his brothor eac
Eadmund Aethling, ealdor laugne tir
ge slogan aet Saecce, suorda ecgum.

Vowels alliterated with any other
vowels, as in the first and third
lines. See how the b's beat through
the second line, and the s's through
the fourth.

Alliteration is valuable in head-
lines. "Montreal or Miami, it's all
the same to a Marmon," is more
effective than "Palm Beach or Que-
bec, it's all the same to a Marmon."
The value of the alliteration is in its
swing and tinkle.

But alliteration is attractive and
useful only in headlines. In body
text it gives an effect of insincerity.
Consider this bit of copy which ap-
peared in a booklet issued years ago
by an advertising agency:

"We produce copy that causes pros-
pects to pause, ponder and purchase."

That not only sounds straiyted, it
bears the earmarks of the "smart
alec."

RHYME is always to be avoided
in headlines, just as every
copywriter shuns accidental rhymes
in the body of his text. And yet,
while rhymed headlines and rhymed
text are anathema, rhymed slogans
are worth their weight in platinum
because they jingle around in the
brain like an unforgettable tune:

"The Wilson Label Protects Your
Table."

"Read and Write by Emeralite."

These belong right along with
"Thirty days hath September" and
"Punch, brothers, punch with care,
punch in the presence of the pas-
sengaire." And for the same good
reason — we can't forget the rhyme.

We all know that words suggest
related ideas — connotation. The
more pleasing the connotation, the
more pleasing the effect of the word.
The classic horrible example once
quoted by an otherwise intelligent

advertising man was "Make the old
home into a new house." And I per-
sonally don't believe that any adver-
tising man, not even the boss's
younger brother, ever wrote that!

But aside from their connotation,
are there any pleasing words — or
unpleasing ones? In and of them-
selves, pleasant or unpleasant?

THUS there is a displeasing se-
quence: The liquids, "1" and "r,"
are closely related in sound, and
like people that are closely related,
they do not get along well together.
Consider this sentence from a re-
cent "Sunmaid Raisin" page adver-
tisement in the Post:

"If you like delicious, wholesome,
full fruited raisin bread." —

I defy anyone to read that the
first time and not say, "delicious,
wholesome, full fluited raisin bread,"
or at least "Full fruited laisin bled."

It's like that classic tongue
twister, "The rat ran over the roof
with a lump of raw liver in its
mouth."

Discordant sounds have their use,
however, for the skillful copy writer
will employ them when he touches
lightly on those conditions which he
wishes to appear unpleasant. Thus
a Weed Chain advertisement, which
described the "smug" content of the
foolish driver who left his chains
back in the garage.

But on the positive side of the
subject. Are there pleasing words?

Who does not roll such words as
these under his tongue?

Power
Purple

I 'I ■ .1 , 1 !--.

Progress

Proven

Providence

And as for "profit" — the greatest
of these is Profit.

Closely allied to "v" is "f," and
r-p-f is almost as pleasing at r-p-v.

Consider these trade names —

Paramount Pictures

Packard

Peerless

Pierce Arrow

and
Ivory Soap

See how they are charged with
"r's" and "p's."

Contrast these two pieces of copy
— one full of "r's" with one "f" and
one "p." and the other a succession
of "k" sounds :

[CONTINUED ON PAGE 46]

November 3, 1926

ADVERTISING AND SELLING

!i*efei*i*ecl
osition

NOTABLE AMERICANS

whose articles and interviews
have appeared recently in Cap-
per's Farmer :

WILLIAM M. JARDINE
ELBERT H. GARY
HERBERT HOOVER
ALEXANDER LEGGE
FRANK O. LOWDEN
THOMAS A. EDISON
FINLEY P. MOUNT
OWEN D. YOUNG
JULIUS H. BARNES
ALFRED P. SLOAN. JR.
JOHN N. WILLYS
WM. COOPER PROCTOR
G. F. SWIFT
GUY E. TRIPP
WILLIAM WRIGLEY, JR.
POWEL CROSLEY. JR.
L. W. BALDWIN
E. H. H. SIMMONS
SAMUEL M. VAUCLAIN
E. J. BODMAN
AARON SAPIRO
L. F. LOREE
BRIG.-GEN. H. M. LORD
DR. CHAS. M. SHELDON

The experienced advertiser strives to ob-
tain preferred position in the media carry-
ing his advertising. The advantages of cer-
tain positions are so well known that they
often command a premium.

In its natural sphere of concentration
and influence Capper's Fanner has the
"preferred position" of the entire farm
market. Its thirteen states produce a
majority of the major food crops, a half
of the cotton and a large proportion of
the dairy and poultry products. This
produced wealth means great accumu-
lated wealth and buying power.

DntinctiveCopy

With his preferred position the advertiser
strives for distinctive copy — forceful, in-
teresting copy that will demand attention
and command respect
The editorial contents of Capper's
Farmer is "distinctive copy," — terse,
interesting material so personally keyed
to its territory that it has the respect of
hundreds of thousands of ambitious
farmers. Agricultural problems as seen
by the business world are discussed in
Capper's Farmer by many notable
Americans. Farmers themselves write
50 per cent of the material, county
agents and staff writers contribute
much, hack free lances none. It's unlike
any other national farm paper.

(dPpefsBrmer

Published at Topeka, Kansas — by Arthur Capper

NEW YORK

CLEVELAND

KANSAS CITY

SAN FRANCISCO

ADVERTISING AND SELLING

November 3, 1926

The 8pt. Page

adds **'«

A DVERTISING plays too large a It seemed to me that this was not

l\ part in modern life. That was quite comprehensive as a specification,
-L- -*- proved to the satisfaction of the but I couldn't think what was lacking,
majority of the audience at the Inter- But my Boston friend H. L. S. supplied
national Debate between Cambridge the missing ingredient. "Sometimes."
University and Columbia University in he observed, "it seems as though it
New York the other evening.

I couldn't be there myself, but I
agree with the decision. Or at least I
think commercial advertising has come
to play too large a part in our lives.
It is insistently demanding, and so in-
fluential for selfish purposes. But I
believe that advertising is going to
play a much larger part in our lives
within the next ten years; and to our
benefit. It seems as though we are on
the verge of discovering how to use ad-
vertising for unselfish social purposes

also requires a tremendous amount of
luck!"

—8-pt—

At the masthead of the militant Carl
Magee's New Mexico paper appears
this quotation: "Give light and the
people will find the way."

Isn't that a fine thought for all of
us who work in advertising or jour-
nalism to keep in mind?
—8-pt—

One sometimes wonders if we of to-

Within a decade we are going to aav realize just how fast we are go
look back on the advertising of today in S- I was almost startled this after

and marvel that so little of it was any-
thing but commercial. For we shall
be using advertising to teach people
how to use their money, their bodies,
their homes, their communities, their
very lives, more efficiently. Yes, adver-
tising will play a much larger part in
our lives in the future, but the com-
plexion of advertising will be consider-
ably changed.

—8-pt—

noon when I ran across this statement
in a promotion book just published by
the Hartford (Conn.) Times:

"It required ninety-nine years for
the Times to reach, in 1916, a circu-
lation of 27,000 copies. Now, ten years
later, it reaches 55,000."

Something to ponder, that: ten years
to double the record of nearly a hun-

Bruce Barton sends me a copy of a
letter in his father's collection which
throws an interesting light on news-
paper publishing in Lincoln's time.
Nowadays much advertising is foisted
onto the newspapers in the guise of
news, but in the 1860's it seems that
much news was run as advertising.

The letter in Dr. Barton's collection
is from W. J. McDonald, secretary of
the United States Senate, to the Hon.
Solomon Foot, Senator from Vermont,
in reply to the Senator's request for
information as to the cost of advertis-
ing Lincoln's second inaugural in the
Washington papers. It reads:

OFFICE OF SECRETARY
OF U. S. SENATE
Washington, Feb. 27th, 1866,
Hon. Solomon Foot,
United States Senator
Dear Sir :

In answer to your .inquiry in regard to
the charges paid to City Papers for adver-

"Recently," says E. W. F., "you com-
mented on advertisements directed to
some particular reader, mentioning an
advertisement addressed to 'a married

momentum; but to a considerable ex-
tent it represents acceleration.

Two other things in this Times book-
let were very interesting to me. One
was the statement that the columns
and terra cotta which went into the

man with two children.' I wonder if new building just erected by this fa-

you have ever run across this story of mous old New England newspaper were

Dean Swift: One morning the good from that little architectural gem, the

dean began his sermon, not with 'Dear- Madison Square Presbyterian Church,

ly beloved brethren,' as was his usual which was razed not so long ago to

custom, but with 'Dearly beloved make way for the Metropolitan Life diary: "The most powerful weapon for

Roger,' for Roger, his parish clerk, annex. The other was this delightful the conquest of real happiness in life is

was the only person present." cut of the birthplace of the Times (the to emit from one's self, like a spider,

To me the interesting thing about building to the right of the alley) on without any restraints, a whole lot of

this story is that had the church New Year's Day, 1817. love and to catch into it whomsoever

one encounters."

to inform you that there was paid :

To the National Republican $107.40

" Evening Star 75.00

" " Nat. Intelligencer 45.00

The Chronical also advertised it but has
not yet rendered its bill.

With sincere hopes of your speedy res-
toration to health, and your accustomed
seat in the Senate, I am, my dear Sir,
Most truly & sincerely.

Tour friend and servant.

W. J. McDonald.

— 8-pt—
Count Leo Tolstoy wrote in an early

been full, the sermon would
have been listened to with
the greater attention by
the entire congregation had
the dean begun his sermon,
"Dearly beloved Roger" just
the same. For people do like
to listen in on other people's
affairs. Few advertisers seem
to realize this.

— 8-pt—
"The task of an investigator
requires for its success the
toughness of a soldier, the
temper of a saint, and the
training of a scholar," says
Sir Humphrey Davy.

— 8-pt—
October 23d marked an in-
teresting milestone in Boston
advertising, for it was the
70th birthday of one of Bos-
ton's oldest advertising men —
Franklin P. Shumway. It was
forty-six years ago that Mr.
Shumway set up in business as
an advertising agent under the
name Franklin P. Shumway
Co., and in this young profes-
sion of advertising forty-six
years is almost antiquity!
May F. P. S. live many years
longer !

November 3, 1926

ADVERTISING AND SELLING

Would Your Product

Be "At Home" in

This House

Would it contribute to proper construction, equipment or embellishment? Would it
enhance interior decoration or furnishings, or lend beauty to the lawn and grounds?
This attractive home with its livable atmosphere and impression of well-being is
typical of the 80,000 homes (and more) into which The House Beautiful goes on its
twelve monthly visits each year.

And it is in such homes as this that master and mistress take that interest in plan,
construction and ornament which is, in fact, a sustained and alert
curiosity in what makes for the best in correctly appointed housing.
With its ever-increasing circulation in homes of character, The House
Beautiful not only affords the advertiser a thoroughly sympathetic
contact but, in addition, gives an excess circulation above its rebate-
backed guarantee of 80,000 (A. B.C. figures).

Shall we submit rate card by mail or personal representative?

THE HOUSE BEAUTIFUL

8 Arlington Street

Boston, Massachusetts

A Member of the Class Grout)

THE GROWTH OF THE HOUSE BEAUTIFUL

80.000

GRAPH SHOWING INCREASE IN NET PAID
CIRCULATION FROM ABC FIGURES

ADVERTISING AND SELLING

November 3, 1926

Common -Sense Buying

[continued from page 20]

Often it is possible to show a manu-
facturer from whom you buy how to
reduce his costs and hence his prices.
That is a far more effective and safer
way to get a low price than to rely
upon superior bargaining power.

Henry Ford regularly sends his en-
gineers into the factories of those from
whom he buys, to show them how to
reduce costs. But when Ford's name is
mentioned the tendency is to say: "Oh,
well, that's all right for him. He can
do a lot of things that others can't
afford to do. And, besides, his pur-
chasing power is so large that people
will let him do things they wouldn't let
another do."

ALL right, I will leave Ford out of it.
L The Warner Gear Company of
Muncie, Ind., which makes transmis-
sions, gears and differentials, has done
the same thing. It has aided its sup-
pliers to study their production methods.
The Warner Gear Company naturally
expects to get the benefit of betterments
in a lower price, but the supplier bene-
fits in the assured retention of a big
customer on whom selling expenses
need no longer be spent. ■-The lessons
in efficiency which he learns often make
him a better manufacturer all along
the line.

It was partly through its ability to
get lower prices in this way that the
Warner Gear Company was able some
few years ago to slash the price of one
of its assemblies very nearly in half.

Although price is not all that there
is to buying, it is a factor which cannot
be ignored.

Insistence on special products to suit
a trick design, which could just as well
be changed so as to use a standard
product, is a cause of great waste. So
long as the purchasing agent remains a
sort of glorified clerk, taking orders
from draftsmen, factory foremen and
any one else who can get hold of a re-
quisition blank, he can do little about
this. But those who have graduated
into the councils of the great, and who
are listened to, can show their designers
and production men the way to great
economies through standardization.

I have just mentioned the fact that
the Warner Gear Company was once
able to cut the selling price of one of
its assemblies about in half. Part of
the cut was made possible by common-
sense buying. Part was due to teach-
ing customers how to buy.

The company had been making a
standard assembly which just as it
was could have been used in the cars
made by a dozen or so automobile man-
ufacturers. But the designer of each
car had his own idea as to how the
standard assembly should be changed in
some unimportant particular to make

it "distinctive." Sometimes the posi-
tion of a bolt-hole was ordered to be
changed a fraction of an inch; another
designer would want some other dimen-
sion changed slightly.

The result was that instead of getting
the economies of quantity production,
the Warner Gear Company was forced
to make what should have been truly a
standard product almost as a custom
tailor makes a suit.

Finally the Gear Company ap-
proached a customer with the story. "If
you will stop insisting on petty
changes," it said, in effect, "we shall
be able to achieve economies which will
enable us to reduce the price to you
materially. Is a special nut, or a
shifted bolt-hole worth a half million
dollars to you?"

It was not. The automobile manu-
facturers instructed their engineers to
redesign their products so that they
could use the Gear Company's standard
assembly. As a result the costs of
several makes of cars were reduced by
millions of dollars.

Designers seem to feel that in order
to justify their existence, they must
design. They would be worth more to
their employers if they would exert
themselves to find ways in which
standard products could be used in
their designs.

A designer too often is under the
sway of the sales department. To serve
best he should act as an equalizer to
balance the usually opposite pulls of
the sales and the factory departments.
The sales department wants talking
points. It too often gets them by adding
an unnecessary eighth of an inch to
this part, or putting an extra bend in
that one, or changing the formula of
an alloy slightly from standard. If
such parts are made in the factory, la-
bor and overhead go up; if the parts
are bought, the price — that is the ma-
terial cost — goes up.

TAKE a manufacturer of brass
plumbing fixtures who was using,
at the urgent request of the salesmen,
no less than sixteen different alloys.
There was no reason for it except to
give them an imaginary talking point.
An investigation showed that ninety per
cent of the sales were of fixtures made
with two of the sixteen alloys. When the
superfluous fourteen were discontinued,
the purchasing agent was able to buy
ingot metal at a half cent a pound be-
low the previous price, simply because
his requirements were more attractive
to the suppliers. There was no sacrifice
in quality nor in the ease of machining
the product.

Designers who are allowed to make
frequent changes in the style of the
product make intelligent buying out of

the question. I frequently find that a
concern is loaded down with parts
which have become obsolete through the
redesign of a product. Frequently the
inventory must be written down many
thousands of dollars merely because
some designer began redesigning in or-
der to justify his presence on the pay-
roll.

Really successful manufacturers are
conservative in making design changes
whose value has not been proved to be
worth the cost.

The practice of allowing anyone to
specify the type of supply he fancies
makes economical buying practically
out of the question. Yet in many
plants it is still customary to give books
of requisitions to foremen, and others,
and allow them to specify exactly what
they want.

IN one plant nearly every foreman had
his own ideas as to what kind of
tool steel was best adapted to his work.
To keep a moderate supply of each
variety in stock, 675,000 pounds of tool
steel were required. When the buying
of this material was centralized, a
much smaller variety was made stand-
ard, based on tests. The average in-
ventory is now only 77,500 pounds. In
the same way, by applying the prin-
ciples of simplification, it has been pos-
sible to reduce the inventory of machine
steel from 604,000 pounds to 73,000
pounds. Aside from the reduction in
carrying charges, and in the money un-
productively tied up, the business is
more attractive to the steel makers.

What applies to the manufacturer
often applies with equal force to the re-
tailer where sensible buying is con-
cerned.

Retailers face all of the problems in
buying that face manufacturers, and
usually the buying is not conducted at
all scientifically. An interesting and
somewhat revolutionary experiment is
now being tried by an organization
which operates more than a hundred
five and ten cent stores.

It has in its central buying office an
exhibit of the hundreds of items which
it buys. Each is labelled with the price
which the concern is now paying for it,
and the quantities in which it is bought.

This exhibit is a constant spur to
competition. Naturally some of the
sellers do not fancy the idea. They
consider it unethical. Yet if it is per-
fectly ethical for a store to mark the
selling price upon its goods, for all to
see — and any other policy is nowadays
considered not quite ethical — why is it
not equally ethical to adopt the same
methods in buying? A diplomatic sales-
man can get nearly any buyer to dis-
close in private what he is paying. Why
is not an open and above board method

November 3, 1926

ADVERTISING AND SELLING

[

NTJ This advertisement is one of a series ap
• JD« pearing as a full page in The Enquirer
Each advertisement personalizes a Cincinnati
suburb by describing the type of woman character
istic of that suburb; in each advertisement, too
The Enquirer's coverage of the district is shown.

Mrs* Mt Washington

♦ ♦ ♦ "far from the madding crowd"

ABROAD street drowses in the
Autumn sun. Giant maples,
masses of brilliant foliage, nod gently
in the breeze. A big, white house,
standing beyond a leaf-strewn lawn,
seems to nod, too, quietly, peacefully.
. . . You might be a million miles
from any city.

But step inside the house. A wood
fire crackles in the fireplace. A bridge
table stands at one side; a phonograph
is playing an opera classic. And over
near the window, Mrs. Mt. Washing-
ton, modishly gowned, is pouring tea
for a trio of guests . . . Nothing
"country" about this scene!

And actually, Mrs. Mt. Washington,
despite the faraway atmosphere of her
community, is very close to the city.
Either the family sedan or a bus will
take her to Fountain Square in 40
minutes. The result is that she visits

the theaters, the concerts — and the
shops — nearly as often as does Mrs.
Avondale or Mrs. Hyde Park.

Mrs. Mt. Washington has learned
to shop efficiently, too. Each morning
she sandwiches The Enquirer between
breakfast and housework. She studies
its shopping news, notes carefully
style hints and store announcements.
When she reaches the shops a few
hours later, this information is still
fresh in her mind.

Mrs. Mt. Washington represents
many women — 201 Enquirers are de-
livered daily to the 323 residence
buildings of her community. But the
important fact, Mr. Advertiser, is that
her shopping habits are also the shop-
ping habits of a host of women from
Madisonville to Westwood. And the
morning paper — The Enquirer — that
influences her likewise influences all
the others.

PAUL BLOCK, Incorporated

New York Chicago Detroit

Boston Philadelphia

THE CINCINNATI

'Goes to the home,

R. J. BIDWELL CO.
San Francisco Los Angeles

ENQUIRER

stays in the home"

ADVERTISING AND SELLING

November 3, 1926

Preaching

and

Practicing

IVlORE than ten years ago we
were convinced that direct advertising is a defi'
nite medium, with its own guiding principles, its
own technique, its own possibilities.

— that where its use is indicated, nothing else
can do the work so well as direct advertising.

-that when it is indicated, it should be exc
cuted by an organization specially fitted for the
work by experience, practice, and by specialized
facilities.

Such convictions prompted the organization of
Evans'Winter'Hebb Inc., and such have guided
our development and the conduct of our growing
business.

And now they have inspired a little book :

DIRECT ADVERTISING

How it is preached and practiced
as a definite advertising medium

A copy of this booklet will be gladly sent free
to executives who are determined to use direct
advertising on a businesslike basis.

EvanS'Winter-Hebb inc. Detroit

822 Hancock Avenue West

Z&t&i — =5iX£>

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

more ethical, and more effective?

The seller looks over the display. If
he can beat the price, he has to prove
only that he can make deliveries on
time, that his quality will be up to
standard, and that his concern is stable
and apt to stay in business.

This policy promises to be adaptable
to many items of commerce. It cer-
tainly is a commonsense plan.

The narrow view is that buying
policies and methods can affect only the
material cost of a product. Actually,
sound buying- can reduce every element
of cost: material, labor, and overhead
expense.

Tone of Voice in Copy

[continued from page 40]

"She will be beautiful of course in the
rosy future pictured by a mother's dream."

"Wash your hair becomingly, always
have it beautifully clean and well kept
and it will add more than anything else
to your attractiveness."

Now examine this from a recent
Jordon offering:

Nimble, snug and hammock swung close
to the skimming road, this fascinating car
glides lightly on its way.

Count the "s's". That's the secret
of its speed and action. For "s" is
the symbol of the present active verb.
It denotes action.

To speed copy use short words. Short
sentences. Short paragraphs. Words
filled with s's.

But speed isn't always what we are
after. Sometimes a client prefers that
we obtain results — and that often calls
for emphasis. To give weight to any
point use a few more words.

"Every drill is inspected 50 times"
may be just as true as "Every drill
is inspected time and again, thoroughly,
painstakingly, and must meet no less
than 50 separate tests", but it carries
less weight than the longer sentence.

Don't be obsessed by the short-word,
"mania". If you want weight, and
even if you need a long word for
beauty, don't balk at a polysyllable.

Short words aren't necessarily "good
old Anglo-Saxon". Latin has given us
"mob" and "vest" and "togs".

If you want force, I suggest that you
try out a few words with initial "H".
H is a forceful letter. Just open your
mouth and let out a "whoop" or a
"holler" and you'll see why. The
Greeks called the H-sound a "rough
breathing". Just listen a moment to
this list:

Hand it

Halt

Hold on

Hack

Hump

Hit

Hey you

Hate

Hall

Hell

Hark

That gives us a clue to the strength
that has been injected into this head-
line — This Blue Heart guarantees ex-
cess rope strength — "The Blue Heart"
sounds stronger than the word
"strength".

Outdoor
jjclvert tsin 9

he National Outdoor Advertising Bureau, an
organization of some 225 advertising agencies,
enables advertisers to place their Outdoor
Advertising through the agency which handles their
advertising in other media, and thus to ensure the
most effective coordination of all factors in the cam-
paign.

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

National Outdoor Jjdvcrtising Bureau

An Organization Providing a Complete Service in Outdoor Advertising through Advertising Agencies
1 Park Avenue, New\t>rk General Motors Building, Detroit 14 East Jackson Boulevard, Chicago

ADVERTISING AND SELLING

November 3, 1926

How

Advertising

Men Keep

Posted

^J O longer is it nec-
essary to consult
many sources for the
news of advertising.

READ
THE NEWS DIGEST

Changes in Personnel
New Advertising Accounts
Publication Appointments
Changes in Advertising
Accounts

Changes in Address
Are all reported in
The News Digest

The News Digest bound
as a separate section at
the back of this issue will
keep you up to date on
all changes.

If you are not receiving
Advertising and Selling
regularly the attached
coupon makes it an easy
matter for you to get
each issue.

One Year's Subscription

(Including the News Digest)

53.00

ADVERTISING AND SELLING

9 East 38th St., New York
Please enter my subscription for one
year at #3.00.

□ Check Enclosed □ Send Bill

Name

Position

Company ....

Address

City

State

Canada #3.50 Foreign #4.00

A-S-Il-3

Letters of Frank Trufax

[CONTINUED FROM PAGE 25]

Bayuk brands over in a bigger way in
your store — can't we two salesmen, you
and I, work a plan to sell more Bayuk
brands to your good customers?

"Tell you what let's do. I'll put this
poster on your window. For the next
five days, when a smoker comes in, will
you offer and sell him a Bayuk brand
with your own personal recommenda-
tion of its goodness? Will you do that
to at least two customers a day for the
next five days? You said you wanted
to sell more Bayuk brands; you said
you wanted to do 'all' you can to give
bigger orders. Will you just make up
your mind to do just what I request?
Forget about doing all you can; just
do what I said."

THERE was a selling talk, I thought.
No glittering generalities like "Give
my brands a push"; "Get back of them a
little harder," but instead a real con-
crete plan that simply had to pull
results unless the dealer was kidding
about his friendliness, and I don't think
he was.

There's such dealers in your terri-
tory, my men. Dealers who can benefit
themselves and benefit you by doing
as Sam Goodfellow was taught to do.

Ten smokers in Goodfellow's store
will be made acquainted with the
superior goodness of Bayuk brands.
Suppose five of them stick. That
means a minimum increase of 5000
cigars a year for us. Suppose we
could line up 1000 dealers to do like-
wise for us; that would mean a mini-
mum increase of 5,000,000 cigars a
year. Discount it by fifty per cent and
it would mean a minimum increase of
2,500,000 a year: an increase not to be
sneezed at, my boys!

Discount it again by fifty per cent
and there's an increase of 1,250,000
cigars obtained by a selling talk that
reflects more credit to you than the
hackneyed, meaningless harangue to
"Give my brands a shove, will you?"

I say the plan will increase business.
What do you say?

Yours, forthedailytwo,
Frank Trufax.

The Will to Win

To My Salesmen :

Did you ever make a wager on a
horse race? Did you ever lay a bet on
a baseball game? Did you ever put a
piece of change on your favorite pug
in a prize fight?

Sure, we did sometime or other.
Sometimes we won and sometimes we
lost. Yet, sitting on the side-lines we
hadn't a doggoned thing to do with
winning or losing. Maybe, if we rode
the nag we would have won. Maybe.
if. we were at bat, we'd have socked
the ball over the fence. Maybe, if we
were in the ring, the other guy would

have taken the count, but we weren't,
and so if we won, we won ; if we lost,
we lost.

Now listen, boys. Did you ever make
a bet when it's clean up to you to win
or to lose, and even when you lose you
win? Men, there's a bet that you spell
with caps.

I mean, men, did you ever lay a
wager on yourself? Did you ever back
yourself to win? Win what, you say?
To win what you want to win]

Do you wabbly wish or do you wil-
fully want to tackle some big idea, but
"conditions against you" seem too gi-
gantic? Define your desire! Consider
well the cost and consequence of the
step forward; on your scale of sound
judgment accurately weigh the good
and the bad points and then if you de-
liberately decide to transform the germ
of a big idea into a gem of actual ac-
complishment, start something swiftly ! !

Define your desire! That's it!!
Charge your mind with the concrete
thing you want to do, and then lay a
bet on your own ability to do it)

You're going to get your accounts
to pay according to terms; you are
going to get so many (specify the
number) new accounts weekly; you are
going to make your territory give you
so many dollars and cents worth of
business and, by gad, you are going to
do it]

Who are you betting against? Old
Man Conditions — that's who lays odds
against us. And who is he? He lodges
in our imagination and scurries to
cover when he hears the clarion call
of it can be done!

I SAID a little while back that "even
when you lose, you win." And, men,
you do.

Peary bet years of his life he could
win the honor of pinning Old Glory
to the North Pole — even if he had lost,
he would have won greater knowledge,
larger experience. Peary didn't get
cold feet. He said he wanted to reach
the Pole; he defined his job and then
he virtually bet his life he could do the
job.

And so with us. As salesmen, what
do we want to do in 1927? Better col-
lections? Bigger sales? Closer dis-
tribution? What? Decide on what you
want to do in concrete terms and then
back your confidence to win against the
field!

And remember, men, this fact: When
you are betting on yourself to win,
yours truly is with you till the ship
sinks.

Yours, bettingonu,
Frank Trufax.

[In an earlv issue we shall publish a
further installment of Frank Trufaxs let-
ters to Ins salesmen. — Editor.]

ovember 3, 1926

ADVERTISING AND SELLING

Pwspewus OKLAHOMA

retains its crop
leadership

BM be/our 15%

mm i5% -99%

DZl 99%- 109%
^ 109%-119%
I I over 119%

For the third consecutive month Okla-
homa leads all states in the condition
of all crops, with a showing of 120.9
per cent — 20.9 per cent above the
average for the last ten years. The
figures are those of October 1, 1926,
by the U. S. Department of Agricul-
ture.

<€

Diversification, assures
Oklahoma a Areat Farm

Income despite the low
price of Cotton.

&■

Oklahoma's greatest wheat crop, together with
bumper crops of secondary importance, assure Okla-
homa a prosperous year despite the low price of
cotton.

The conservative Wall Street Journal believes that
Oklahoma's 1926 income will be fully as large as
that of 1925 — if not larger. Read the following
from this financial journal:

The Oklahoma Farmer-Stockman,
Oklahoma's Only Farm Paper,
produces farm sales in Oklahoma
at lowest cost.

"Though cotton is the greatest of Oklahoma field crops, there is
so great a diversification of agriculture that Oklahoma should
be able to stand the reduction in price and still make a good
showing.

"Aside from cotton, last year was not favorable compared with
1924. Yet, all agricultural products amounted to $443,768,000. . . .

"Last year Oklahoma had a deficient wheat crop. This year she
will have one of the best ever raised. Thus, the wheat in the
northwest will offset the decline in cotton in the southern half
of the state. As other crops are good, the value of production
should not go below last year even with a lower level of prices."

, ( „. ^OKLAHOMA

P^Oklahoma City***

Ralph Miller
CLcLo. Mgr

NEW YORK

E. KATZ SPECIAL ADVERTISING AGENCY

CHICAGO DETROIT KANSAS CITY ATLANTA

SAN FRANCISCO

ADVERTISING AND SELLING

November 3, 1926

AUTUMN finds at least one of our
- wild brothers a pretty busy citizen.
Hollow trees stored with food, crotches
in high trees packed with leafy nests —
the shrewd little squirrel makes ample
preparation for the next generation, and
lives on in many a place where man has
exterminated most other wild creatures.

Food for the new generation of busi-
ness prospects, proper conditions under
which to nurse them into full-grown
customers — this might be one way of
describing that modern adjunct ol sales
— advertising. And one way of making
that advertising easily digestible is by
the use of proper photo engravings.

Just as the squirrel does not store bad
nuts, the wise advertiser uses only the
best — whether it be paper, typography,
illustration or photo engraving.

Gatchel & Manning, Inc.

C. A. Stinson, President

[Member of the American Photo Engravers Association]

'Photo Engravers

West Washington Square **■» 230 South Jth St.

PHILADELPHIA

Higher Rates —
Smaller Space Units?

[CONTINUED FROM PAGE 27]

outside the arena, looking on, is that
these natural business allies can, with
sanity, take no other course than to try
to adjust their mutual relationships to
economically fit conditions as they arise,
in a manner that will secure profit and
success for both.

ONE of the most encouraging condi-
tions of this problem would seem to
be the fact that the natural adjustment
that may be forced in the near future
should be a great benefit to the three
chief parties in this commercial rela-
tion:

1. The decrease of paper supply,
either by reason of its increased
cost, or its scarcity, will reduce size
or quantity, or both, of the units of
publication.

Thus the large reduction in
space volume will justify increased
rates, to repay the proportionate
loss of lineage.

2. The increased cost of space would
then inevitably cause advertisers
to i-educe the amount of space used,
in order to hold expenditure to a
rational percentage. Thus the ad-
vertiser's benefit would come from
the vastly larger value that his ad-
vertising would have when there
would be a so much smaller total
volume of advertising in the publi-
cation to divert, tire and confuse
the eyes of readers.

With all advertising reduced to
type sizes that are more comfort-
ably read, each piece of advertis-
ing would get vastly more atten-
tion, and thus have its effective-
ness multiplied.

The advertising volume of today
is so tremendously beyond the at-
tention and reading possibilities of
human eyes and brains that only a
small percentage of it now gets
even a glance from any individual
reader.

If advertising could become re-
duced to a volume that human eyes
could view and grasp, it would
mightily increase the value of all
advertising.

3. The consuming public today is in-
undated and weighed down by the
burden of paper that must be han-
dled when reading a newspaper or
magazine that is well patronized
by advertisers.

The popular magazine has be-
come a ponderous, weighty and
awkward folio book that no one
can read with comfort. The tre-
mendously costly advertising that
litters these magazines is little
more than a great red and black
blur to eyes that grow as tired
as the reader's arms when he
struggles to follow the mazy wan- ,
derings of a story from one page

November 3, 1926

VDVKRTISING AND SELLING

to another fifty pages away, while
jumping the forests of facing pages of
advertisements between.

Natural law as well as human nature
always fights abnormal conditions, until
the normal returns again. The ex-
travagant waste of the world's forests
must sometime cease.

The increasing cost of paper and
wages must some time cause a de-
creasing use of paper. The cost of
doing business must find an inevitable
limitation. The reading public will
not forever wear out eyes and arms to
permit advertisers to exaggerate and
distort their fervid messages to the
world in general.

Sanity will come out of all this frenzy
that has developed with the mushroom
growth of the advertising giant. It
will be discovered, at a not too distant
date, that type and illustration of a
size that comfortably meets the area
of normal human vision, will gain wid-
est and surest attention and possess a
larger influence on the reader than the
ludicrous scarecrow ads that everybody
knows to be the successors of the hawk-
ers and "pullers-in" of old mid-Vic-
torian days on the famous Bowery of
New York.

THE old-time ballyhoo is getting as
much out-of-date as whiskers for
men and long dresses and long hair for
women. The time is coming when a
merchant would no more use the rau-
cous megaphone in his advertising than
he would use it in front of his store
doors.

And the manufacturer will soon
realize that people of today want to
know more about the product that they
will buy than is contained in a state-
ment that occupies space costing ten
to twenty thousand dollars, expressing
the claim: "My goods are the best qual-
ity and the biggest sellers, and the
proof of it is the fact that I can buy
this large and costly space in which to
make you think so."

Clever brains can write a headline
for a two-column advertisement, along-
side reading matter, that will win more
interested attention than the blare of
big space; and the logic of sound sense
in the printed message will be more
convincing of the desirable quality of
the product than a double page of
blatant ballyhoo.

Outdoor Advertising Associa-
tion Elects Officers

At its thirty-sixth annual conven-
tion, the Outdoor Advertising Associa-
tion of America elected officers for the
coming year. All the officers were re-
elected with the exception of W. W.
Bell, secretary. They are: Kerwin H.
Fulton, chairman of the board ; Harry
F. O'Mealia, president; Clarence U.
Philley, vice-president; Tom Nokes,
treasurer; Clarence B. Lovell, secretary
and general manager, and E. Allen
Frost, general counsel. Atlantic City,
N. J., was selected for the 1927 conven-
tion.

we let the
A. B. C. and P. O.
statements tell
our circulation
story —
and then we
copper the bet
by disclaiming
the ability to
cover the greater
Detroit market
exclusively
no one paper
can do that

ADVERTISING AND SELLING

November 3, 1926

to you

Are you breaking
into advertising?

Halls new book— GETTING AHEAD
IN ADVERTISING— is a booh you will
want if you are trying to net a foothold
in this field; in fact you will be glad
; i are alrea b engaged
in this work, regardless of how, or where,
or at what price.

The book is a meaty little n lame of
how to use advertising and -.'Jr.. i>. \w\
to your own best advantage; II l^ei you
hundreds of bits <-< practical experiene
in making vmii ef furls imii:i It (■■:!...-
to you FREE with

S. Roland Hall's
LIBRARY OF

ADVERTISING
AND SELLING

4 Vols.. 3323 pages. 1090 illustration?,
flexible binding, §1.50 in 10 davs and
$2.00 monthly.

This is the indispensable advertising
and selling reference and home-study set.
Hundreds of men and women are using it
to push themselves ahead. Hundreds of
experts in all branches of marketing have
it handy for reference. Agencies through-
out the country have th^se books in their
libraries. Colleges and universities use
the books as texts. It you're in adver-
tising, or selling, or any branch of
marketing, don't be without the good
this set can bring you.

$20 worth of books for

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selling business — advertising, personal
salesmanship, planning, managing, etc.

Add to your own experience a working
command of the principles and methods
that have been proved in the experiences
of the most successful selling organiza-
tions. You get them — hundreds cf them
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Try the set for yourself. Examine it
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rid is helping others. There'? personal
isdom in seeing, at least, what it can

Prove it for yourself
Mail the coupon note

FREE EXAMINATION COITON

McGraw-Hill Book Company. Inc.
370 Seventh Avenue. New York

You may send me the HAM, LIBRARY OP

ADVERTISING AND SELLING for ten days'

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If the books are satisfactory. I will send

$1.50 in ten days and $2 a month until your

special price of $17.50 has been paid. With

i re a free copy of

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LND I [.mm;, l! not wanted, I will wrlti

you for shipping Instruction!

Xame -

Address

Position

Company

A.P. 11-3-24

What Advertising Has
Done for America

[CONTINUED FROM PAGE 21]

'90s, being the foundation of one or
two large fortunes. In its develop-
ment it had been a most generous ad-
vertiser. A time came when various
concerns engaged in this line of manu-
facturing were merged and consoli-
dated. There being no longer any keen
competition, it was felt that it was now
no longer necessary to explain to the
public the value of this product or the
superiority of one make over another.
In order to save the large expense that
had been made for that purpose, ad-
vertising was substantially abandoned.

THE inevitable result followed,
which all well-informed trade
quarters now know would follow. But
the value of advertising was not so
well understood twenty-five or thirty
years ago. This concern soon became
almost a complete failure. As I recall
it, it had to be reorganized, entailing
great losses. This line of trade was
later revived under the direction and
counsel of some of its old managers,
and with the proper amount of public-
ity became a successful enterprise.

But let us turn from the unfortunate
experience of the loss that occurred
through lack of advertising to an ex-
ample of gain that was made through
the shrewd application of this principle.
In a somewhat typical American com-
munity a concern was engaged in an
industrial enterprise. Its employees
were not required to be men of great
skill. Oftentimes they were new ar-
rivals in this country who had been
brought up to be accustomed to the
meager scale of living abroad. Their
wants were not large, so that under the
American rate of wages they found it
possible to supply themselves and their
families without working anywhere
near full time. As a result, production
was low compared with the number
employed and was out of proportion to
the overhead expense of management
and capital costs.

Some fertile mind conceived the idea
of locating a good milliner in that com-
munity. The wares of this shop were
generously advertised through window
display, newspaper space and circulari-
zation. I suppose that every head of a
family knows that a new bonnet on the
head of one of the women in the neigh-
borhood is contagious. The result in
that community almost at once was bet-
ter wearing apparel for the women,
which necessitated more steady em-
ployment for the men. The output of
the plant was greatly increased, its cost
units were reduced, its profits were en-
larged, it could sell its product to its
customers at a lower figure, and the

whole industry was improved. More
wealth was produced.

But the reaction went even further.
The whole standard of living in that
locality was raised. All the people be-
came better clothed, better fed and bet-
ter housed. They had aspirations, and
the means to satisfy them, for the finer
things of life. All of this came from
the judicious application of the princi-
ple of advertising.

The system which brought about
these results is well known to the mem-
bers of this association. You have seen
innumerable instances where concerns
have failed through lack of advertising,
and innumerable others where they
have made a success through the right
kind and amount of publicity. Under
its stimulation the country has gone
from the old hand methods of produc-
tion, which were so slow and laborious,
with high unit costs and low wages, to
our present great factory system and its
mass production with the astonishing-
result of low unit costs and high wages.
The pre-eminence of America in indus-
try, which has constantly brought about
a reduction of costs, has come very
largely through mass production. Mass
production is only possible where there
is mass demand. Mass demand has
been created almost entirely through
the development of advertising.

In former days goods were expected
to sell themselves. Oftentimes they
were carried about from door to door.
Otherwise they were displayed on the
shelves and counters of the merchant.
The public were supposed to know of
these sources of supply and depend on
themselves for their knowledge of what
was to be sold. Modern business could
neither have been created nor can it
be maintained on any such system. It
constantly requires publicity. It is not
enough that goods are made; a demand
for them must also be made. It is on
this foundation of enlarging production
through the demands created by ad-
vertising that very much of the success
of the American industrial system
rests.

IT is to be seen that advertising is
not an economic waste. It ministers
to the true development of trade. It
is no doubt possible to waste money
through wrong methods of advertising.
as it can be wasted through wrong
methods in any department of industry.
But, rightfully applied, it is the method
by which the desire is created for bet-
ter things. When that once exists, new
ambition is developed for the creation
and use of wealth.

The uncivilized make little progress

November 3, 1926 ADVERTISING AND SELLING

Zone Selling

and

Zone Advertising

Newspapers for the cities and towns.

State farm papers for the country.

Agricultural problems of production
and marketing differ with local con-
ditions the country over.

National magazines can no more
compare in urban sales with News-
papers than can national farm papers
compare in rural sales with state farm
papers — sales meaning both circu-
lation and influence.

Zone selling and zone advertising is
the simple, sure way to largest sales
at a profit.

E. Katz Special Advertising Agency

Established 1888

Publishers' Representatives

Detroit

New York

Kansas City

Atlanta

Chicago

San Francisco

ADVERTISING AND SELLING

November 3, 1926

Knowledge of Industry!

In the heart of the industrial centers of America, \(V
the McGraw-Hill Publishing Company has placed
its district offices — that manufacturers may have
available quickly and conveniently the McGraw-Hill
service, data and knowledge of industry.

Every manufacturer who would sell industry more effi-
ciently is now almost in the shadow of a McGraw-Hill
office. Right at his elbow is the identical knowledge of
industry and industrial marketing which has proved of
such value to manufacturers who have availed themselves
of it.

Each office is in charge of a district manager, who,
through previous experience in industry or long service
with McGraw-Hill, is well qualified to counsel with
manufacturers on methods of selling to industry. His
staff includes Marketing and Advertising men who
have been drawn from industry, and whose contacts
with industry are kept fresh by constant work on in-
dustrial selling problems.

Back of these men, as a reserve force of the district
_\ office, are the entire McGraw-Hill editorial, circu-
lation, marketing and advertising staffs. Manu-
facturers consulting these district offices are thus assured
all of the McGraw-Hill resources in applying the McGraw-
Hill Four Principles of Industrial Marketing to their own
selling.

These Four Principles are fundamental to waste-free
selling. Briefly stated they are: (i) Determination of
Markets; (2) Their Buying Habits; (3) Their Channels
of Approach; (4) Appeals that Influence.

While each manufacturer is best able to apply these
Four Principles for himself, the McGraw-Hill Publishing
Company can be of material assistance in counseling with
manufacturers and in either supplying data or suggesting
how it may be obtained. This service is gladly fur-
nished and we welcome the opportunity to serve
manufacturers and their advertising agents in the inter-
est of more effective marketing. A conference may be
arranged, either in your office or a McGraw-Hill office.

November 3, 1926

ADVERTISING AND SELLING

The McGraw-Hill publishing
licadquarters in Neiv York has
been augmented by a district
sales office as illustrated, to
serve more conveniently east-
ern manufacturers and their
advertising agents.

brought to Industry's Door

McGraw'HilVs District Office Facilities-

105 advertising salesmen, whose first function
is to advise on marketing problems, serve in-
dustry and trade through McGraw-Hill dis-
trict offices.

36 seasoned advertising planners and writers
and 20 artists, all trained in the appeals and
mechanics of industrial advertising, supple-
ment the district offices' marketing staffs.

These men and ro8 McGraw-Hill editors
have a background of practical experience in
selling or production in 58 broad classifica-
tions of industry.

All data relating to production, marketing
and buying practices developed by any dis-
trict office will be made available by any other
district office.

McGraw-Hill has its own telegraphic facili-
ties in New York headquarters for expediting
contact with district offices and industry.

This district office set-up is in conformity
with the McGraw-Hill Four Principles of
Industrial Marketing which stipulate "selling
in terms of the prospect's problems."

McGRAW-HILL PUBLISHING COMPANY. INC., NEW YORK. CHICAGO. PHILADELPHIA. CLEVELAND, ST LOUIS, SAN FRANCISCO. LONDON

McGRAW-HILL PUBLICATIONS

45,000 Advertising Pages vsrd Annually I y 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

(Coat Edition) (Mrtn'-Oitarru Edition)

COAL CATALOG CENTRAL STATION DIRECTORY

ELECTRIC RAILWAY DIRECTORY

COAL FIELD DIRECTORY

ANALYSIS OF METALLIC AND NON-METALLIC

MINING. QUARRYING AND CEMENT INDUSTRIES

ADVERTISING AND SELLING

November 3, 1926

Planned
Advertising

What does business need?

What does your i
business need?

We read, we ponder over
cycles — statistics — services
— and in so doing often nullify
the Action which should be in us.

All around us is business —
waiting for somebody to come
along and pick it up.

Salesmen follow our example,
and swap stories of "poor busi-
ness" while the prospects and
customers sit by and accept the
"poor business." These pros-
pects that should be ours are
standing by waiting for us to
supply ideas and material to
them for selling our products.

We all need a boss — a coach —
a trainer. The athlete, the
athletic team, are better because
of a manager. A business or-
ganization is better because of a
leader, a planner.

Salesmen are 25 per cent re-
sponsible for the securing of re-
sults while methods are 75 per
cent responsible.

Action

This agency stands ready to
join hands with firms who be-
lieve in Action, who believe in
doing something all the time even
at the risk that some of the
things some of the time may be
wrong. Constant planning, think-
ing and Action are the things
needed.

We believe in having a plan
of marketing and working the
plan for all it is worth. We be-
lieve in having everybody con-
nected with marketing work to a
plan. The salesman should have
a planned day ; the sales manager
should have a planned day. The
organization should have a defi-
nite plan of marketing and should
work that plan all rhe time.

"Planned Advertising" is the
theme of this agency. It desig-
nates the sort of product which
we have to offer. It stands for
plans of marketing which can be
read as easily as a balance sheet
and which are as definite as the
blueprint of an engineer.

fWe have a wonderfully interest--/*
ing story of ou~ methods of II
working which, without am 1 obli- II
gation, we shall he pleased to II
explain to any interested firm, JJ

CHARLES W. HOYT COMPANY i

Incorporated

116 West 32nd St., New York

Boston Springfield, Ma:

Winston-Salem. N. C.

PLANNED ADVERTISING

nrg. a. jj. fit. nit.

because they have few desires. The
inhabitants of our country are stimu-
lated to new wants in all directions.
In order to satisfy their constantly
increasing desires they necessarily ex-
pand their productive power. They
create more wealth because it is only
by that method that they can satisfy
their wants. It is this constantly en-
larging circle that represents the in-
creasing progress of civilization.

A great power has been placed in the
hands of those who direct the advertis-
ing policies of our country, and power
is always coupled with responsibilities.
No occupation is charged with greater
obligations than that which partakes
of the nature of education. Those en-
gaged in that effort are changing the
trend of human thought. They are mold-
ing the human mind. Those who write
upon that tablet write for all eternity.
There can be no permanent basis for
advertising except a representation of
the exact truth. Whenever deception,
falsehood and fraud creep in they un-
dermine the whole structure. They
damage the whole art.

The efforts of the Government to se-
cure correct labels, fair trade practices,
and equal opportunity for all our inhab-
itants is fundamentally an effort to get
the truth into business. The Govern-
ment can do much in this direction by
setting up correct standards, but all
its efforts will fail unless it has the
loyal support of the business men of
the nation. If our commercial life is
to be clean and wholesome and perma-
nent in the last resort, it will be be-

cause those who are engaged in it are
determined to make it so.

The ultimate reformers of business
must be the business men themselves.
My conception of what advertising
agencies want is a business world in
which the standards are so high that it
will only be necessary for them to tell
the truth about it. It will never be
possible to create a permanent desire
for things which do not have a perma-
nent worth. It is my belief that more
and more the trade of our country is
conforming to these principles.

Our chief warrants for faith in the
future of America lie in the character
of the American people. It is our belief
in what they are going to do rather
than our knowledge of what they are
going to have that causes us to face the
coming years with hope and confidence.
The future of our country is not to be
determined by the material resources,
but by the spiritual life of the people.

So long as our economic activities
can be maintained on the standard of
competition in service we are safe. If
they ever degenerate into a mere selfish
scramble for rewards we are lost. Our
economic well-being depends on our in-
tegrity, our honor, our conscience.

It is through these qualities that your
profession makes its special appeal.
It is a great power that has been en-
trusted to your keeping which charges
you with the high responsibility of in-
spiring and ennobling the commercial
world. It is all part of the greater
work of the regeneration and redemp-
tion of mankind.

What Becomes of the
Agency's Fifteen Per Cent

[CONTINUED FROM PAGE 32 J

the financial and service structure of
the modern agency, the more con-
vinced one becomes that in building up
and maintaining the agency commission
system the publishers have done ad-
vertising service a signal benefit. That
has made possible the strides in agency
skill, in agency organization and in
agency facilities which have been made
in the last twenty years. There has
been little or no price rivalry. Com-
petition has been put on an ability-to-
serve basis. The best, not the cheapest,
wins. And the whole cause of advertis-
ing has been supported. The same or-
ganized service has been made avail-
able to all advertisers, large and small.
The more substantial earnings on the
larger appropriations have helped to
make good losses sustained by the
agency in developing new business and
in nursing smaller business through the
early and critical stages of growth.
The agent has thus been assured of his
later reward when volume would re-

pay, and advertising as a whole has
been benefited by increased results.
When one stops to consider that the
great bulk of advertising lineage is
made up of relatively small advertisers,
the importance of good service is ap-
parent in developing and keeping them
alive.

Economically speaking, who pays the
agent is a small matter anyway. The
main thing is to earn what you get.
And earning what you get in the
agency field is a much broader question
than immediately applies to a particu-
lar employer. He can not take a nar-
row view. He is an inseparable part
of a community of interest affecting all
business. He is directly dependent
upon the welfare of all advertising,
how well it is done, how much confi-
dence it inspires, how prosperous are
all related factors engaged in it. The
old theory of looking out for yourself
at the expense of the other fellow no
longer applies.

November 3, 1926 ADVERTISING AND SELLING

FIRST in New York

Weekday and Sunday

The weekday editions of The New York Times are the
greatest influence on the purchasing power of the New
York metropolitan area on the business days of the week.

The average net paid circulation of The New York Times
weekday editions for the six months ended Sept. 30, 1926
was 358,350 — a gain of 7,944 over the corresponding period
of the previous year.

Six months ended September 30, 1926 358,350 copies

Six months ended September- 30, 1925 350,406 copies

Increase 7.944 copies

The present circulation of The New York Times weekday editions
is 370,000 copies — larger than that of any other New York morn-
ing newspaper of standard size.

The New York Times advertising columns are consulted every morn-
ing by men and women purchasers in hundreds of thousands of homes
of Greater New York and the surrounding suburbs.

In the ten months of this year The New York Times has published
approximately 14,480,000 agate lines of advertising in weekday editions
only, about 4.730,000 lines more than the second New York morning news-
paper. The Times weekday editions showed a gain of 700,000 lines over
the corresponding period of last year.

The quality of The New York Times circulation is not equalled by that
of any other newspaper. The Times advertising censorship has estab-
lished the strongest confidence of its readers.

The average net paid weekday and Sunday circulation of The Times is
391,465 copies.

$fo £fe*tf I**k $iw

**Thc advertising columns of The New York Times are as clean and free and fair as its ncivs
columns. The Times stimulates the desire for honest goods.**! Villiam Allen White, Emporia,
Kansas.

ADVERTISING AND SELLING

November 3, 1926

^Year Bookf Industn

one years enc

1927 JANUARY 1927

2
9
16

2 V„

10
17

4
11

'«/.

<Jtv,

On the Executive's Five Foot Shelf

RON 'BADE

Cleveland

Member A. B. C. and A. B. P.

November 3, 1926

ADVERTISING AND SELLING

s kept for Reference from
to the other

1927 DECEMBER 1927

SUN. MON.

101

'**

»*

-U**

Forms Close Dec. 2

ADVERTISING AND SELLING

November 3, 1926

However storms may inter/ere with travel, telephone operators are at their posts

<ufn Unfailing Service

Americans rely upon quick communication and prove
it by using the telephone seventy million times every
twenty-four hours. In each case some one person of a
hundred million has been called for by some other per-
son and connected with him by means of telephone wires.
So commonly used is the telephone that it has come
to be taken for granted. Like the air they breathe,
people do not think of it except when in rare instances
they feel the lack of it.

Imagine the seventeen million American telephones
dumb, and the wires dead. Many of the every-day
activities would be paralyzed. Mails, telegraphs and
every means of communication and transportation
would be overburdened. The streets and elevators
would be crowded with messengers. Newspaper men,
doctors, policemen, firemen and business men would
find themselves facing conditions more difficult than
those of fifty years ago, before the telephone had been
invented.

To prevent such a catastrophe is the daily work of
three hundred thousand telephone men and women.
To maintain an uninterrupted and dependable tele-
phone service is the purpose of the Bell System, and
to that purpose all its energy and resources are devoted.

American Telephone and Telegraph Company
and Associated Companies

BELL I

SYSTEM

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

[JT salesmen really are
I f behind it
J it's an

ElK/ONfREEIMN
WINDOW DI/PMY

511 E. 72<J St.
Rhinelander 3961
.NewYorlcC

-mw

Surveys

The largest and most experi-
enced organization in existence
for the sole purpose of making
market surveys, large or small

The Business Bourse

J. George Frederick, Pres.
15 W. 37th St. (Wisconsin 5067) New York

In London, Business Research Services, Ltd.

Highlights of A. B. C.
Convention

MORE than a thousand members,
the largest attendance on rec-
ord, were on hand for the open-
ing of the annual convention of the
Audit Bureau of Circulations at the
Hotel LaSalle, Chicago, Oct. 21.

The newspaper division discussed at
length a motion to discontinue the pub-
lication of rate cards on the auditor's
report, and the motion was finally
passed by a vote of 477 to 137 after
some heated debate.

Another resolution which caused
much discussion and which was finally
passed provided for the increase in the
membership of the Board of Directors
from 21 to 25. This change affects di-
rectly only the newspaper and adver-
tiser divisions which, because of their
larger membership in the bureau, have
been granted two more members each
on the board. This brings their repre-
sentation to "four and eleven respec-
tively. The other divisions continue
with two directors apiece.

The newspaper division elected W. B.
Bryant, Paterson (N. J.), Press-Guar-
dian and David E. Town, Hearst pub-
lications, the two new directors to func-
tion together with David B. Blum, Troy
Record (re-elected), and Walter A.
Strong, Chicago Daily News (held
over).

In the advertiser division, presided
over by Fred R. Davis of the General
Electric Company, Edward T. Hall,T.F.
Driscoll, and Verne E. Burnett were
elected for the Board of Directors,
w r hile re-elections consisted of the fol-
lowing: Ralph Starr Butler, 0. C.
Ham, J. Murray Gibbon and L. L. King.
The farm paper division re-elected to
the Board of Directors Marco Morrow
of the Capper Farm Press, their repre-
sentative whose term had expired.
B. Kirk Rankin of the Southern Agri-
culturist presided.

Walter A. Hine, president of the
Frank Seaman Company, presided over
the agency division meeting which was
the best attended on record. Ernest R.
Mitchell of the Mitchell-Faust Adver-
tising Company was re-elected to the
Board of Directors.

The business paper division discussed
methods of determining renewal per-
centages and went on record as favor-
ing a standardized method of obtain-
ing such figures. Mason Britton of
the McGraw-Hill Publications was re-
elected a director.

The magazine division elected F. W.
Stone of the American Rciuew of Re-
I'iews to continue his service in con-
junction with Stanley R. Latshaw of
the Butterick Publishing Company,
whose term does not expire.

0. C. Ham was re-elected president
of the bureau, to serve with W. A.
Strong, publisher of the Chicago Daily
News, secretary; E. R. Shaw, publisher
of Power Plant Engine-ring, treasurer,
and Stanley Clague (re-elected), man-
aging director.

November 3, 1926

ADVERTISING AND SELLING

How dumb is Dora?

THE fear of many critics
of copy is that words and
thoughts perfectly clear to
them may not be equally clear
to the mythical man in the
street. "Over their heads ....
too technical .... a good
thought, but I'm afraid they
won't get it." These are a few
of the more common admoni-
tions.

Occasionally such comment
calls to mind a prominent
author's story of his early
newspaper days.

Cautioned that his writings
were pitched in too lofty a
tone, he was advised to address
his messages to the farmers
in Wisconsin.

"For years," said he, "those
farmers were dangled in front
of me until it became the am-
bition of my life to visit Wis-
consin and meet some of them.
When I finally did get there, I

felt myself distinctly cheated,
because they were just the
same as farmers in New York
or commuters in New Jersey."
Clarity and simplicity are,
of course, two prerequisites
of good copy. But before
you sell American intelligence
short, consider that

— the country's educational
problem is not to get the chil-
dren into schools, but to find
seats for those already there.

— there are more high-
school graduates clamoring for
entrance to most colleges than
can be admitted.

— the season's best seller in
the non-fiction field is "The
Story of Philosophy"— scarce-
ly a book for morons.

— the works of Charles
Dickens still outsell those of
any of the so-called popular
authors.

— streams of thought and

fashion, like streams of water,
run from higher levels down-
ward. The hat that is worn by
the Prince of Wales today will
be copied by the Bond Street
hatters tomorrow. But a few
more days and it will be shown
in shops along Fifth Avenue
and Michigan Avenue. And
what these shopping zones ac-
cept, Main Street gladly buys.
— and, finally, simplicity is
not the result of pruning a
complicated piece of copy, but
is a precious quality built into
your original copy conception.

* * *

The average American intel-
ligence may be that of a four-
teen-year-old child, but that
child is very often a prodigy
of education. Which is an-
other way of saying that the
average man is usually well
above the average.

GEORGE BATTEN COMPANY, Inc.
^Advertising

GEORGE BATTEN COMPANY, Inc. *

NEW YORK

383 Madison Avenue

CHICAGO

McCormick Building

BOSTON

10 State Street

ADVERTISING AND SELLING

November 3, 1926.

Growth!

Dictates Endorsement of Companion by
America's Most Successful Advertisers

'ITH an increase of more than 71 per cent in advertising volume —
a gain of over 400 pages in 6 years — the unqualified endorse-
ment of the Woman's Home Companion by advertisers is of com-
pelling significance. And so are the basic facts and figures behind it.

12 Years' Progress

For example — the consistent increase in Woman's Home Companion
circulation — from less than 900,000 in 1915 to over 1,900,000 in 1926.
A gain of more than one million copies in 12 years — at the average rate
of nearly 100,000 copies per year.

And again the progress of the Companion right noiv — a more impres-
sive growth than any preceding one in its history — and which estab-
lishes the magazine today at the highest and best point in its career.

INCREASE IN ADVERTISING IN
WOMAN'S HOME COMPANION -6YEARS

PAGES 19
lOOO

950 _

900

650 _

600 _

21 19

22 19

23 19

24 19

15 19

26 PAGES
L 1000

Q50

900

65O

floo

750

7 SO

700
65O _
600

1 j

700

6 so

j
600

November 3, 1926

ADVERTISING AND SELLING

TREND - W0MAN5 HOME COMPANION
CIRCULATION - <2 N - D 6 MONTHS - 1926

2.200.000
2.100,000
2,000,000
1,900.000

JULY • AUG. • SEPT. • OCT. • NOV. • DEC.

2,200.000

ZZ7±

2.100,000
2.000,000
1,900,000

In July the Companion carried the announcement of its editorial pro-
gram for the next 12 months — and its new price of ten cents. What
happened ? July showed a circulation increase of 81,000 over June.

And 6 Months' I

But that's only part of the story — for September shows a further gain
of 85,000 copies over July — with estimates for December indicating a
net paid circulation in excess of 2,195,000 copies !

And, as every advertiser knows, this striking growth has been largely
registered during the so-called "dull season" in magazine selling.

Thus with the Companion at the very height of its recognition as the
most important and distinguished publication in its field — and an edi-
torial program the most brilliant in its history — more manufacturers than
ever are taking advantage of the tremendous selling force it puts back of
their merchandising operations.

WOMAN'S HOME
COMPANION

The Crowell Publishing Company «* New York

&2>$S£{ &SSS2 S®$<sS§ S3*<S2 SS8SM2 §S>§Sl^ ^^x^^

9^ OPEN FORUM

Individual Views Frankly Expressed

The Farmer in Winter

I HAVE read the article, "Selling the
Farm in Winter," in your Oct. 6
issue.

The percentage of farmers who can-
not get to their trading point on prac-
tically every day throughout the winter,
is negligible, at least so far as farmers
in the great farming section of the
country, the Middle West, are con-
cerned. Furthermore, they not only
can, but do, get away from their farms
in winter.

Why are all the farmers' institutes,
farmers' short agricultural courses,
grain shows, farmers' conventions of
various kinds, nearly all held in win-
ter, if farm people cannot get away
from home ? Farm people can and do
attend their farmers' meetings, or any
other kind of meeting, or anything else
they want to attend, in winter.

Having been raised on a farm in
eastern Ohio I know that even though
my farm home was in the hilly section
of Ohio, there was not an average of
two days per year during the twenty
odd years I lived there, when my own
family, or any of our neighbors, could_
not get to town if they desired, and do'
so without what we considered unusual
difficulty.

For moi - e than six years in Iowa I
assisted in holding farmers' institutes,
which convened for two or three days
in a place, or what we called farmers'
short courses, which included a full
week of work. The audience at these
meetings was made up entirely of farm
people. Attendance averaged between
two and three hundred. In the six
years I only recall one meeting which
had to be postponed because it was not
possible for people to attend. Even in
this case, the thing which prevented
farm people attending was the extra
care which their live stock needed dur-
ing a severe cold spell, rather than
their inability to get to town.

There are exceedingly few days when
rural mail carriers do not make their
full routes through the country. All
through the Middle West states a large
number of traveling salesmen make
their territory by automobile just as
regularly in winter as they do in sum-
mer. Among my personal friends is a
man who covers Iowa and Nebraska
for Bird's Neponset Roofing and he
makes his territory in an automobile
all winter. I have another friend who
covers a large portion of northwestern
Iowa for the Goodrich Tire Company,
and he likewise makes his territory all
winter in an automobile.

A. H. Snyder, Editor,
Successful Farming,
Des Moines, Iowa.

Here's One Who Does!

IN Mr. Bonner's article, "Why Ciga-
rette Makers Don't Advertise to
Women," the statement is made that
no cigarette manufacturer has ever
advertised directly to women.

The author has evidently overlooked
the extensive advertising of Miltiades

AT THE BRIDGE-

jHILTIADES

EGYPTIAN CIGARETTE

Cigarettes, much of which is directed
exclusively to women without any at-
tempt to conceal the appeal. I enclose
one of the Miltiades advertisements.
John D. Lucas,
Charles W. Hoyt Co., Inc.,

New York.

Women Smokers !

REGARDING your last issue of
Advertising and Selling, dated
Oct. 20, I find a very interesting arti-
cle, "Why Cigarette Makers Don't Ad-
vertise to Women."

After reading through same, the
writer, still of the "Old Fashioned
School," begs to offer you a few sug-
gestions, which you may take for what
they are worth.

Tell your cigarette makers not to
advertise direct to women, for the rea-
sons as follows:

First — -They will get the business
without advertising, and save money.

Second — They had better let well
enough alone and not agitate the long-
haired men and short-haired women

who are always trying to tell the oth-
ers how to live. That there is still
something new to women in stealing
the masculine thunder.

The tendency of the time is for
women to be masculine, and they would
resent the idea of a cigarette being
made especially for them. What they
want is to be "one of the boys."

Also there are still enough of the
old fashioned school like myself, in the!
glorious country of ours, to stir up!
mischief for the manufacturers of]
cigarettes if they were to advertise di-
rect to the women. The writer does not
smoke cigarettes or cigars, and is just
writing this in a spirit of fair play.
After reading your article I feel that
the cigarette makers are going to play
with fire if they begin to advertise to
women, and I do not believe they
would sell 1/10 of 1 per cent addi-
tional cigarettes if they did.

Abe Manheimer, President,
Abe Manheimer & Co., Inc.,
St. Louis, Mo.

Copy Cats !

PARAPHRASING Mr. Bryan: Is ad-
vertising to be crucified on a cross
of imitation ?

Or, in our own words, are advertis-
ing men to be stigmatized with the
appellation of "copy cats"?

We still find advertisers who want a
slogan like, "Say it with Flowers," or
a trick word like "halitosis."

And we still find advertising men
who are willing to prostitute their pro-
fessional integrity to "give the client
what he wants."

Most successful advertising cam-
paigns are followed by a wake of imi-
tators who try hard to deserve the
same success as the original.

Here is a paradox: If an advertising
idea is not a star of the first magni-
tude, it is not worth copying. On the
other hand, if an advertising idea is
a star of the first magnitude, it is a
work of genius and cannot be copied —
successfully!

The public is usually so impressed
by the original that any imitation fades
into obscurity entirely out of propor-
tion to its individual merit.

True genius cannot be copied. If
advertising men can't be original, they
should learn better to camouflage their
"steals." Or — go out of business.

R. D. Mansfield,

The Blackman Co.,

New York.

■■<n«<G>

. >>rs

iber 3, 1926 ADVERTISING AND SELLING

^Announcing

THE APPOINTMENT OF

T. L. BRANTLY

AS ADVERTISING MANAGER

Collier's

THE NATIONAL WEEKLY

THE CROWELL PUBLISHING COMPANY

Frank Braucher, Advertising Director
250 Park Avenue New York

ADVERTISING AND SELLING

November 3, 192t

the Consumer

the Factory

A Two -fold Service that
Reaches Every Local Market

Eleclrograph service is two-fold —
mechanical and professional.

Mechanically, batteries of patented
equipment turn out multiple letters
and mailing pieces, each perfectly
localized and individualized.

Professionally, Electrograph service
is complete — marketing counsel,
layout, copy, art . . . backed by
years of practical application.

Direcl Mail — to the consumer —
through the dealer — for the factory.

THE ELECTROGRAPH COMPANY
Home Office: 725 West Grand Boulevard - Detroit, Michigan

Id llllDoiB. ElectroirTapb Advertiaic-B Service Inc.. Chicago, Is llceDeed

How Squibb Is
Fighting

[CONTINUED FROM PAGE 24]

tute a test of strength with the re
tailers of the country, with the whole
salers of the country, and with th<
manufacturers who have been trying
as hard as they legally could to upholc
retail profit protection on their goods
to see whether or not they can't breal
down that movement.

i i r I "'HIS attack seems to consist on
J_ two sections: The first apparently
consists of the chain's proposal to this
manufacturer [Squibb], which in effect
was this:

'We want from you the best con-
cessions, the best terms, and the besl
discounts that you give to anybody
We want better than anybody else gets
in the retail trade, or in the chain line
or anywhere else. If you don't give i1
to us, we will start and cut your line
in every store in our chain, running
from the Pacific Coast to the heart ol
the United States. This we will do ii
you decline to give us special conces-
sions, special terms and special dis-
counts.'

That was in substance the first sec-
tion of the attack. I am not describ-
ing all chains, nor even most chains;
I am speaking now only of this partic-
ular chain.

"The second section of the plan is
this: This chain has a private brand oi
its own, because, like some other chains
it not only acts as a retailer, and as a
wholesaler, but it also actually acts a&
a manufacturer, and for several years,
past has had this private brand, which
sells, where it sells at all, in competi-
tion with the standard brand of this
manufacturer. In respect to this spe-
cial brand, this chain has been ap-
proaching independent competitors, anc
independent retailers throughout its
territory, and inducing them, or trying
to induce them, to stock up on that pri-
vate brand, because, as the chain in
effect says to these independent retail-j
ers: 'You can be certain that we will
not cut the price of that private brand
?nd you can be certain that if you con-
tinue to sell a standard brand we are
likely at any time to cut the price ol
that.'

"Here is a perfectly clear proposi-
tion that unless competitors will stock
the chain's private brand, and push il
in preference to standard brands, the]
chain will try to make it so unprofit-
able for independent competitors to sell
those standard brands that they wil!
have to stock a private brand.

"I ask what is going to happen tc
the whole retail and wholesale struc-
ture of distribution in the country, not
only in the drug trade, but in everj
other industry, if this kind of double
attack on the part of an aggressive
price-cutting chain, against a standard
article, sold as the law permits under
a policy of retail profit protection, goes

November 3, 1926

ADVERTISING AND SELLING

liown inevitably under the assault?
"In that situation, there is some-
thing far transcending the fate of that
manufacturer, something even far
transcending the dealer's fate, because
if that assault proves to be successful
•in this instance, then aggressive price-
cutting chains in every line of business
:have in their own hands a weapon by
which they can bring down in ruins the
,whole structure of retail and wholesale
.distribution in every branch of indus-
try in this country."
I Advertising & Selling, because of
the general importance of its implica-
tions, will report the final outcome of
this struggle.

Installment Selling

[CONTINUED FROM PAGE 32]

sizable lumps of cash does riot employ
: any of the benefits incident to sound
extension of credit. Nor does it enjoy
the advantages of an even, constant
'flow of cash. It is "lumpy" and un-
certain.

1 All the present agitation about in-
stallment buying and selling means
just one thing: the death-knell of that
ridiculous system under which a few
flimsy references and a small payment
can secure possession of an expensive
and too readily depreciated piece of
•merchandise.

It may take time and a few bad
shocks to start it, but the writer an-
ticipates a day when nearly every
: family will have a carefully determined
installment credit rating, which will be
1 based upon permanence of employment,
stability and amount of income, size
of family, general reputation, amount
'and manner of paying previous obliga-
tions as well as the amount of obliga-
tions currently existing.

And we must remember this, too.
The installment plan, no matter how
'virtuous it may become, may not enjoy
: the unrestrained support of the banks.
The banker is trained to pessimism
and deals in it. He likewise is greatly
interested in deposits. Therefore he is
likely to discern and magnify potential
evils of the plan with an imagination
busy over the appetizing vision of $6,-
000,000,000 more as floating deposits.
But our regard for the banker's atti-
tude toward national questions is a lit-
tle colored by the many times he has
skidded badly. We cannot quite forget
■ the nationwide banking declarations
that the automobile was to have ruined
the country long ago, nor the bankers'
apathy toward the Federal Reserve
System.

At any rate, let's see if we can't
make the deferred payment plan at
least as good as the deferred purchase
system.

Let us make sure that if the Amer-
ican home does not go ahead as won-
derfully as we might wish, it will not
be due to that lamentable stricture
upon the younger element in the busi-
ness world: lack of immediate capital.

"You," said the architect, "are a manu-
facturer and you ask me how best to tell
your story in print to the members of
my profession. Very well. The back-
bone should be advertising in the archi-
tect's own journals, selected in accord-
ance with the number of architects they
reach. The right choice here is half the
battle."

On request — latest A.B.C. Auditor's Report —
new enlarged and revised edition of "Sellinq the
Architect" 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.

r~ggmss^^

!S PERFECT RUBBER CO.
R 6ZWayneSt.,Mansfield,0.

^^mmz^>vm\^>w^i^^>.

LIGHT

PS>

A Magazine Portraying

Current Progress in the Art, Business

and Science of Lighting — As

Seen From Nela Park

Read by over 24,000 lighting
men, including Central
Station men, jobbers, electric-
al and hardware dealers.

Publishes only the advertise-
ments of lighting accessory
manufacturers whose prod-
ucts conform to the standards
set by the laboratories at
Nela Park. You should have
our rate card on file.

May we send you a descrip-
tive booklet and a copy of our
November issue? Address
"LIGHT," Nela Park,
Cleveland

ADVERTISING AND SELLING

November 3, 1926

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

Program for A. B. P. Annual Meeting

Hotel Astor, New York, Nov. 9th and 10th

IODENT

is reaching every dentist every
month in

ORAL HYGIENE

which not only reaches dentists
but reaches their minds, too.

Oral Hygiene

Every dentist every month

1116 Wolf endale Street, N. S.
PITTSBURGH, PA.

CHICAGO: W. B. Conant, Peoples Gas Bldg.,
Harrison 8448

NEW YORK: Stuart M. Stanley, 62 West 45th
St., Vanderbilt 3758

ST. LOUIS: A. D. McKinney, Syndicate Trust
Bldg., Olive 43

SAN FRANCISCO: Roger A. Johnstone, 155
Montgomery St., Kearny 8086

Tuesday Morning, Nov. 9

Joint Session with National Confer-
ence of B. P. Editors.
Chairman — Malcolm Muir, President.
"The Past and the Future."

Malcolm Muir.
"The Modern Trend in Business
Management."

Fred W. Shibley, Vice-President
Bankers Trust Co.
"The Business Press as a Leader
and Guide in Maintaining Busi-
ness Prosperity."
A. W. Shaw, President A. W. Shaw
Co.

Tuesday Afternoon, Nov. 9

Joint Session with National Con-
ference of B. P. Editors.
Chairman — PAUL I, ALDRICH.
"Building Business With the Busi-
ness Press."
Willard M. Smith, General Manager
P. Centemeri & Co.
"The Marketing Service of the Busi-
ness Press."
A. J. Brosseau, President Mack
Trucks.
"Looking Out From the Inside."
E. J. Mehren, Vice-President Mc-
Graw-Hill Publishing Co.

Wednesday Morning, Nov. 10
Advertising Session
Chairman — Everit B. Terhune, Pres-
ident Boot and Shoe Recorder.
"Developing an Economic Sense in
Salesmen."
Willard Chevalier, Sales Manager
Engineering Neivs-Record.
"Analyzing the Client's Problems."
Karl M. Mann, President Case-
Shepperd-Mann Pub. Co.
"What Service Should the Publica-
tion Give the Advertiser?"
George O. Hays, Eastern Manager
Penton Publishing Co.
"Keeping Pace With Rapid Fire
Changes in Modern Industry."
Harry E. Taylor, Advertising Man-
ager Dry Goods Economist.

Circulation Session

Chairman — F. V. Cole, Secretary Pen-
ton Publishing Co.
"The Circulation Department's Place
in Maintaining Prosperity."
J. C. Aspley, Publisher Sales Man-
agement.
"Getting Complete Coverage."

Ralph Foss, Director of Circulation
McGraw-Hill Publishing Co.
"Helpful and Harmful Types of So-
licitation."
R. R. Rountree, Circulation Manager
Advertising and Selling.
"How the Circulation Department
Can Help the Editorial Depart-
ment to Have a Sounder Grip on
the Field."
J. F. Wells. Circulation Manager
Boot and Shoe Recorder.
"What Does This All Mean?"

Warren C. Piatt. President National
Petroleum News.
Editorial — National Conference of Bus-
iness Paper Editors

Keynote — "How the Editor Answers

the Challenge of Business

Prosperity to the Business

Press."

Responses by :

J G. Aspley', Editor and Publisher

Sales Management.
Morris Buck, Editor Railway Jour-
nal.
C. J. Stark, Editor Iron Trade Re-
view.
N. C. Rockwood, Editor Rock Prod-
ucts.
A. I. Findley, Editor The Iron Age.
Chapin Hoskins, Managing Editor

Factory.
V. E. Carroll, Editor Textile World.
A. R. MacDonald, Editorial Direc-
tor System.
Question Box

If time does not permit, this feature
will be omitted.

What are the ethics of copies mate-
rial?

Do business papers take themselves
too seriously?

How can we get the paper read?
How can editors be impressed with
the necessity for economy in the pro-
duction of the paper?
Luncheon — To visiting editors by the
Editorial Conference of the New
York Business Publishers Associa-
tion.

Wednesday Afternoon, Nov. 10

A. B. P. Business Session for Mem-
bers Only.

National Conference of Business Paper
Editors.

President's Address — Paul I. Aldrich.
"Business, Trade and Technical
Journalism in Schools of Jour-
nalism."
Chaplin Tyler, Assistant Editor
Chemical and Metallurgical Engi-
neering.
"Keeping Our Working Tools Sharp"
— A study in editorial personnel.
V. B. Guthrie, Editor National Pe-
troleum News.
"How Do We Plan and Schedule the
Paper?"
Kenneth Condit, Editor The Ameri-
can Machinist.
"The Legal Responsibilities of the
Editor."
Kenneth M. Spence, Counsel, A. B. P.,

Inc.
Committee reports, general business
and election.

Wednesday Night, Nov. 10
Annual Banquet at Hotel Astor.
Toastmaster — Malcolm Muir, Presi-
dent The A. B. P., Inc.
"The Responsibilities of Modern In-
dustries."
Gerard Swope, President General
Electric Co. and National Electric
Manufacturers Association.
"Aims and Responsibilities of Edu-
cation in Merchandising."
Donald Kirk David, Assistant Dean
Harvard School of Business Ad-
ministration.

November 3, 1926

ADVERTISING AND SELLING

How to Write Copy for "the Fortnightly"

(An Advertisement to Publishers)

THERE is only one reason why
a publisher should use the
pages of Advertising and
Selling — to influence those of its
readers (and that's a large number)
who control or influence the buying
of publication advertising space.

Our subscription files will easily
prove that the Fortnightly's pages
can present you to that audience — ■
and one friendly to Fortnightly ad-
vertisers.

But having presented you, the
Fortnightly would whisper a word
about copy. There are two ways to

find out how to write copy for the
Fortnightly.

First: read the articles appearing
in every issue. Note their frankness,
their solidity, their freedom from
nusupported claims — "applesauce !"

Second : read some of the letters
we are receiving every day. They
show in unmistakable terms the way
in which our readers appreciate "the
vigor and freshness of its articles,"
"its fresh and original viewpoint."

The Fortnightly's is a "live,"
alert, truth-seeking, tradition-defy-
ing and responsive audience.

Write copy that has fire in it!

ADVERTISING AND SELLING

November 3, 1926

he Greatest Single Issu

November 3, 1926

ADVERTISING AND SELLING

of Any Railway Magazine

SERVICE! the Annual Statistical Num-
ber of the Railway Age is a service that
is recognized and appreciated by railway
officers and railway supply companies
throughout the world. It is a compilation
of statistics that are secured by months of
painstaking and costly effort but which
when compiled in logical form make a rec-
ord that is sought and used throughout
the railway industry.

It is this extraordinary service that makes
the Annual Statistical Number of the
Raihvay Age the greatest single issue of any
railway magazine. And therefore, it offers
to the railway supply companies the great-
est single opportunity to reach those rail-
way officers who determine policies and
approve expenditures.

Simmons-Bo.

"The
30 CHURCH STREET

atton

NEW YORK, N. Y.

Cleveland : 6007 Euclid Ave. Mandeville. Louisiana

ADVERTISING AND SELLING

November 3, 1926

Repetition

ONCE I attended a drama in
which the son of the principal
character is made to commit
murder. The father is the first to
discover his son's crime, a few min-
utes after its commission. With a
natural paternal instinct he immedi-
ately moves to protect his son from
the consequences. He decides upon
the alibi that the victim shot himself.

The son is in a mental panic — his
wits are widely distracted.

There is no time to lose; other
people may come onto the scene at
any moment.

The father forces his son into a
chair and with his hands firmly hold-
ing the boy's shoulders repeats over
and over again, "Paul shot himself."

At first the statement makes no im-
pression but finally the boy gets the
thought, overcomes his fright and to-
gether they set about trying to per-
fect his alibi. (That the alibi fails
and the son pays the penalty is
another story.)

'Twas a very realistic piece of act-
ing.

I have thought of that scene many
times because it so clearly reveals the
mechanism of the average mind.

An outside thought, no matter how
obviously beneficial it may be, will
often require much repetition be-
cause the mind may already be full
or it may be so diverted that it is in-
capable of receiving an impression at
the time when the effort to impress
is made.

Thus, in the sale of goods, there
arises the need for some inexpensive
and wholesale means of causing men-
tal impressions.

Advertising supplies that need.

The most successful advertising is
that which effects the greatest num-
ber of impressions useful to the ad-
vertiser at the least cost.

lor
INDUSTRIAL POWER

608 So. Dearborn Street
Chicago, III.

Apropos the last paragraph of the above
text may we modestly remind xou that IN-
DUSTRIAL POWER reaches 42,000 of
America's best plants at a cost of $3.58 per
page per 1,000 plants reached? A reallv
pre-war value.

ther weeVv

The Young Lady from Dubuque

The high-hattedness of more than one
of the contributors to New York's "so-
phisticated" periodicals is vastly amus-
ing. These young persons who write
so knowingly of various phases of New
York's many-sided life are, I am sure,
quite convinced that the funny little
eating-places and out-of-the-ordinary
specialty shops about which they write
so enthusiastically are very much
worth while. Maybe they are. Maybe
they are. But, somehow or other, the
aforesaid young persons give me the
impression that they know Dubuque,
Iowa, much better than New York.

He Had a Steady Job

After his term of office expired, ex-
President Taft, you may recall, was
for a time professor of law at Yale.
On his frequent visits to New York, he
often took breakfast at Mendel's res-
taurant in the Grand Central Termi-
nal. Usually, he was served by the
same waitress, who hadn't the faintest
idea who her distinguished guest was.

In 1921, Mr. Taft was made Chief
Justice of the Supreme Court, and
moved to Washington. A couple of
years later, passing through New
York, he again breakfasted at Men-
del's. He was waited upon by the same
young woman who had served him in
years gone by. She gave him a smiling
welcome. "I ain't seen you in years,"
she said. "Where you been?" "Oh,"
said Mr. Taft, "I've got a steady job
now." "That's fine," was the waitress's
comment.

Experience Teaches?

One of the most important of the
Western railroads appointed a new
president a few months ago.

The job pays, I imagine, at least
$50,000 a year, and you might think
that for it, the directors would have
selected an experienced railroad man.
No! They offered it to a lawyer. Ap-
parently no out-and-out railroad man
was available.

Their action confirms a belief I have
held for quite a number of years. It is
that for the highest positions in in-
dustry, years of experience are not an
asset. They are likely to be a liability.

Men who have spent their lives in
subordinate positions in an industry
"know" that certain things cannot be
done. The man who is not wedded to

tradition believes they should be done —
and sees that they are.

A "Side Line"

Business — and friendship — used to
bring me into frequent contact with the
president of a fairly large manufactur-
ing establishment in a certain western
city.

At our monthly conferences the su-
perintendent of the plant would occa-
sionally take part. He was, I should
say, a man of about fifty- five; a capa-
ble but by no means brilliant execu-
tive, whose salary, I fancy, was around
$6,000 a year.

One day, strolling through the fac-
tory, I noticed that a new superintend-
ent was in charge. "Where's So-and-
So?" I asked. The president smiled.
"Oh, he's quit," he said. "Retired?"
I asked. "No, no, not exactly," an-
swered the president. "You see," he
continued, "he put some money — a few
thousand dollars — into a side line a few
years ago, and it has turned out pretty
well." "Yes?" said I. "Yes," said the
president. "Last year his share was
about $145,000."

Good Sports. But —

In recent months I have read more
than my fair share of books and es-
says, written by Britishers, in which
they take many a merry crack at the
foibles of Americans: our tendency to
think and dress and act alike; our in-
clination to regard bigness as an evi-
dence of excellence; our lack of knowl-
edge of international affairs, etc.

With many of these criticisms and
comments I am in full agreement. Yet
I cannot rid myself of the belief that
the attitude of a great many Britishers
toward America and Americans is not
as loftily disinterested as they would
have us think.

Here is the situation: For a century
and a half, Britain was the world's
leader in trade, finance and in many
another form of endeavor. It is not
in that position today. America has
passed it. And Germany threatens to
do so, too. These things being true,
isn't it possible that Britishers are suf-
fering from what may be called the
"first-place complex"? That is, isn't
the average Britisher a little bit peeved
that he is no longer cock of the walk?
And these "nawsty" things he says
about us — aren't they due to envy as
much as to a sincere desire to have us
mend our ways?

They are good sports, the Britishers
— none better — but, after all, they are
only human. JAMOC.

November 3, 1926

ADVERTISING AND SELLING

What
Money
Cannot Buy

In Any Other
St. Louis Newspaper

TWENTY Billion Dollars in purchases
flow through the cash registers of The
49th State annually — to supply the needs
of the 5,028,059 people concentrated in
this one market.

Eleven billion dollars of this is spent in
The 49th State OUTSIDE of St. Louis.

To cover this market your advertising
must not only reach the big purchasing
power of metropolitan St. Louis, but must
also reach into the surrounding towns
within a radius of 150 miles.

Only ONE St. Louis newspaper will
give you this coverage: The St. Louis
Globe-Democrat.

Six days a week in 198 thriving towns
of more than 1,000 population, 2Q c /o or
more of the families read The Globe-
Democrat — St. Louis' ONLY morning
newspaper — St. Louis' Largest Daily.

And in 209 towns of more than 1,000
population, 20 c 'c or more of the families
read the SUNDAY Globe-Democrat.

Only 2 of the 198 towns have morning
newspapers of their own, and only 2 of
the 209 towns have Sunday newspapers
of their own.

Seven days a week The Globe-Demo-
crat is the BUYING GUIDE of the peo-
ple of The 49th State.

It is read daily by three times as many
families in The 49th State ouside of St.
Louis as the first evening paper. Its
supremacy is not even challenged.

Advertisers are cashing in on its trem-
endous influence by concentrating their
advertising in this one great metropolitan
newspaper. 690 national advertisers used
The Globe-Democrat EXCLUSIVELY
in 1925. Here is SELLING POWER.
Selling power increased by efficient cov-
erage that no amount of money can buy
in any other St. Louis newspaper.

There are 119 towns in The 49th State of
more than 1,000 population in which the daily
coverage of The Globe-Democrat is 30% or
better. 71 in which it is 40% or better. There
are 157 towns of more than 1,000 population
in which the SUNDAY coverage is 30% or
better. 102 in which it is 40% or better.

Itonfe

The Newspaper

ILLINOIS

Dally

Fam- Daily Citv.

Top. Uies Circ. %

Albion 15S4 3SG 129 33.4

Allan. ont ... 1352 330 39 30.0

Alton 240S2 5321! 1.102 23.5

Anna 3010 S27 322 3S 9

Barry 1490 3(13 77 21.2

Becke.meyer _ 1153 2Si 59 21.0

Benld 3311) 65S 52 7.9

Benton 7201 1013 509 34. G

Bluffs 1009 240 67 27 2

Breese 2399 585 126 21.5

Bridgeport __ 2229 544 153 2s. 1

Brookpon ... 1098 20S 50 20.S

Buckner 1S27 446 54 12 1

t'aiboiulale _ 02117 1033 440 27.0

Carlyle 2027 494 305 C1.8

Carini 2607 751 190 25.3

Carrier .Mills 2343 571 119 20.8

Carrnllton __ 2020 493 3'"7 71 5

CartciTiUe .. 3404 853 402 54.2

Casey -- 21S9 534 106 20.0

Centralis I24P1 3154 G47 20.5

Central City. 1218 305 05 21.3

Chester 2904 727 344 45.9

Christopher .3810 863 401 53 4

I'nllinsville _. 9753 224S 535 23.S

olambia ___ 1532 3SS 2S5 73.5

Coulu-iriUe _ 1407 343 1S5 53.9

("real Springs 1002 244 51 20.9

Dupo 1393 340 172 50.6

Hit Quo a ... 72S5 1S40 4S5 20.3

East Alton .. 1609 407 1SS 40.2

Edward wile. 5330 1357 010 45.4

Effingham __ 4024 1027 207 20.2

Eldniado ... 5004 1194 302 30.3

Eli/ab,thtown 1055 257 51 20

Equality 1332 325 70 21.5

Fairfield 2734 701 277 39.5

Flora 3558 91S 405 50.7

Frc-bure ... 1594 389 165 42.4

Gillespie 4003 970 225 23.2

Glen Carbon. 1323 323 29 9.0

Golconda ... 1242 303 122 40.3

Gravidic ... 1749 427 85 20.0

Greenfield .. 1149 2S0 210 75.0

Greenville ... 3091 754 302 4S.0

Griggsvillc -. 1313 328 71 21.6

llarnsburg __ 7125 1795 543 30.3

Herrin 1098! 2532 752 20.7

Hi. bland — 2902 773 313 40.5

llill-bnro ... 5074 1281 380 30.1

Hurst 1222 29S 99 33.2

Jerseyville .. 3839 937 538 57.4
Johnston

City 7137 1527 556 36.4

Jonesboro ... 1090 266 90 33.8

Lawrenoeville "0SO 1263 502 39.8

Lebanon 1883 439 192 41.8

Lit.hfield ... 6215 1625 381 23.4

Livingston .. 1305 333 79 23.7

Logan _ 1462 344 33 9.6

Lovejov 1501 300 79 21.6

Mel.,. insbu.ro. 1927 470 143 30.4

Marion 95S2 2422 717 29.6

Jlarissa 1900 463 198 42.8

Jfascontah .. 2343 571 216 37.8

Metropolis .. 5055 1401 2S1 20.0

Mmn-omille. 117S 2S7 134 46.7

Mound City— 2750 715 144 20.1

Mounds 2661 600 144 20.9

Jit. Olive 3503 794 104 20.7

Mt. Vernon.. 9S15 2501 713 28.5

Murphvsboro -10703 2003 5S7 22.6

NameoM 11S1 288 34 11.8

Nashville — 2209 539 226 41.9

New Athens- 1406 343 131 38.2

New Baden.. 1550 37S 60 15.9

New-ton 20S3 508 111 21.8

Nokomis 3465 779 195 25.0

Norris City.- 1300 317 110 34.7

Oblong 1547 377 137 36.3

Odin 13S5 33S 57 16.9

O'Fallon 2379 556 226 40.7

Olnev 4491 1294 261 20.1

Orient 1388 339 09 20.3

Panama 1281 312 62 20.0

Percy 12S0 312 48 15.7

rineknevulle. 2049 078 239 35.3

Pittsfleld ... 2129 519 279 53.8

Bed Bud 1141 278 183 65.8

Bidgeway ... 1102 244 110 47.5

Robinson ... 3375 937 177 18.9

liomlhouse .. 2928 741 175 23.6

Bosirlaro ... 1522 371 77 20.8

Rovalton ... 2043 498 211 42.4

St. Elmo 1337 326 72 22.0

St. Francis-

ville 1164 284 80 28.2

Salem 3457 905 356 39.3

Sandoval ... 1768 431 93 21.6

Sesser 2S41 653 140 21.4

Shawneetown. 130S 334 121 36.2

Sparta 3340 885 324 36.6

Staunton ... 0027 1389 281 20.2

Sumner 1029 251 127 50.6

Swansea 1048 256 62 24.2

Tamaroa 1115 272 102 37.5

Tilden 1137 277 33 11.9

Trenton 1200 293 245 83.6

Troy 1312 320 156 48.8

Upper Alton- 2925 1199 302 30.2

Vandalia ... 3316 868 215 24.8

Waterloo ... 1930 471 300 63.9

\V. Frankfort 8187 1320 815 42.5

White Hall.. 2954 817 194 23.8

Winchester .. 1540 376 100 26.6

Woodriver .. 3470 833 360 43.0

35.3
21.4
39.2
33.1
48.1
24.0
31.6
45.0

44.7

26.2
20.3
50.1

20.0
67.7
35.8

20.3
44.8
20.0
10.8
44.8
102.2
36.8
47.5
31.9
28.1
20.0
48.9
49.1
20.4
45.1
49.2
43.1
! 49.8
36.9
52.4

53.1
1 25.6
29.1
42.5
43.3
I 43.G
20.4
21.0
30.6
50.6

20.1
31.3
44.7
40.4
32.5
22.6
34.7
54.S
27.0
20.0
23.2
25.2
34.8
31.1
67.6
26.8
29.5
35.3
59.2
48.8
25.8
47.9
49.6
20.0
21.4
13.8
46.4
27.9

35. S
50.7
37.6
20.0
42.2
44.7
37.2
40.2
33.2
39.3
27.1
44.4

49.5
74.3
26.0
43.4

1L1JN01S

Daily Sun.

Fam- Daily Uov. Sun. Cov.

Pop. ilies Circ. %

ABKANSAS

Dally Sun.

Fam- Daily Cov. Sun. Cov.

Top. ilies Circ. % Circ. %

Corning 1564 381 116 30.4 139 36.5

Hoxie 1711 417 S3 19.9 151 36.2

Piggott 2010 492 102 20.8 121 24.6

Pocahontas . 18u6 440 89 20.2 124 28.2

Walnut Ridge 2220 543 121 22.2 185 34.1

MISSOURI

Daily Sun.

Fam- Daily Cov. Sun. Cov.

Pop. ilies Circ. % Circ. %

Bernie 1571 383 78 20.3 78 20.3

Bloomlield .. 1094 207 103 01.1 141 52.8

Bonne Terre. 3S15 SOS 203 30.3 408 47.0

Boonville ... 4O05 1090 S36 70.7 683 G2.7

BowlingGn 1 .1 1305 410 1 13 I07 3 .:_'-: ?s 9

California ... 2218 541 342 03.2 2S7 53.1

Campbell ... 2025 494 100 20.2 130 26.3

Canton 1949 475 193 40.6 1S6 39.2

Cape

Girardeau .10252 24S9 7S3 31.5 1487 59.7

Caruthersville 4750 1196 301 25.2 432 36.1

Centralia ... 2071 505 189 37.4 165 32.7

Chaffee 3035 663 193 29.1 207 40.3

Charleston .. 3410 839 504 00.1 474 56.5

Clarence 1100 341 109 32.0 105 30.8

Columbia ...10392 2S54 S45 29.0 1245 43.6

Costal City. 2243 547 140 26.7 230 43.1

Desloge 2508 627 151 24.1 220 35.1

De Soto 5003 1249 461 36.9 505 40.4

Dexter 2635 657 335 51.0 352 53.6

Doniphan ___ 1248 304 141 46.4 106 54.6

East Prairie- 1124 274 9S 35.8 116 42.3

Edina 1438 351 202 57.G 1S9 53.9

Eldon 2036 260 276 103.S 213 80.1

Elsberry 1255 306 211 69.0 155 50.7

Elvins 2418 590 ISO 30.5 210 35.6

Farmington _ 26S5 660 508 77.0 380 57.6

Fayette 23S1 581 428 73.7 297 51.1

Festus 334S 810 221 27.3 281 34.7

Flat River... 5200 1247 495 39.7 540 43.3

Fornfelt 1819 444 108 24.3 168 37.8

Frederick-town 3124 745 329 44.2 344 46.2

Fulton 5595 1101 554 50.2 506 51.3

Gideon 1197 292 79 27.1 91 31.2

Glasgow 1351 330 15S 47.9 105 31.8

Hannibal -.-19300 5145 1047 20.4 2134 41.5

Hayti 1507 368 102 27.7 150 40.8

Herculaneum. 1820 445 9G 21.5 132 29.7

Hermann ... 1701 415 207 64.3 215 51.8

Higbee 1400 341 73 21.4 77 22.6

lUmo 1275 311 84 27.0 111 35.6

Jackson 2114 516 148 28.i 190 36.8

.ieuerson City 14490 2S95 1305 45.1 2100 72.3

Kahoka 1024 390 208 67.7 163 41.2

Bennett 3022 901 241 20.8 335 37.2

La Grange— 1114 272 50 20.6 69 25.4

l.a Plata 1403 357 129 30.1 106 29.7

L.adwood ... 2030 497 297 59.8 311 62.6

Lebanon 2S48 716 184 25.7 214 29.9

Louisiana __ . 4060 1204 435 36.1 491 40.8

...aeon 3549 1030 209 20.2 335 32.3

Maiden 209S 512 172 33.G 209 40.S

Mexico 0013 1027 677 41.6 770 47.3

Jloberly 12808 3500 5S7 10.5 1170 32.9

Jlomoe 1941 473 213 45.0 187 39.5

Montgomery

City 1GS8 412 244 59.2 179 43.5

Jlorehouse .. 1913 407 179 38.3 176 37.7
Jlountain

Grove 2212 590 77 13.1 121 20.5

Jlountain

Newburg 1235 3111 12S 42.5 137 45.5

New Jladrid. 1908 465 166 35.7 210 45.2

Oran 1141 278 93 33.5 10S 38.9

Pacific 1275 311 1SI 59.2 156 50.2

Palmyra 1964 479 138 28.8 193 40.3

Paris 1431 349 220 03.0 185 53.0

Parma 1241 303 OS 22.4 65 21.4

Perryvillo ... 1763 430 291 67.7 195 45.4

Piedmont ... 1086 265 152 57.4 109 63.S

Poplar Bluff- 8042 1911 708 37.1 997 52.2

Pnrtageville . 1244 303 101 33.3 133 43.9

Rolla - 2077 507 303 59.8 321 63.3

St. Charles.. S503 20S3 909 40.5 1201 60.5

ste. Genevieve 2016 499 404 81.0 334 66.9

St. James 1117 272 106 61.1 145 53.3

Salem 1771 432 196 45.4 153 35.4

Salisbury .._ 1757 429 07 15.0 93 21.7

Scdalia 21144 5496 HIS 20.3 1507 27.4

Senath 1054 257 04 24.9 92 35.8

Sbelbina 1809 441 194 44.0 174 39.5

Sikeston 3613 841 555 66.0 593 70.5

Sweet Springs 1177 287 59 20.5 57 20.0

Tipton 1170 285 187 65.6 15S 55.4

Troy ._ 1116 272 382 140.4 211 77.6

Union 1G05 391 148 37.9 215 55.0

Vandalia ... 2I5S 526 417 79.3 290 56.3

Versailles _— 1051 403 1S1 44.9 144 35.7

Washington - 3132 704 441 57.7 477 62.4

Wellsville ... 1551 378 222 58.7 392 103.7

■AVst Plains. 3178 S23 10S 20 5 211 25.0

Willow Spes.. 1441 351 79 22.5 96 27.4

KENTUCKT

Daily Sun.

Fam- Daily Cov. Sun. Cov.

Pop. ilies Circ. % Circ. %

F. St. J. Richards New York

Guy S. Osborn Chicago

J. R. Scola

C. Geo. Krogness San Francisco

Dorland Agency, Ltd London

ADVERTISING AND SELLING

November 3, 1926

Will you allow great retailers

marketing success

How they have analyzed the markets

how they concentrate their advertising

on a 12-mile area

¥ ¥

TRULY Boston seems to be a fruitful field
for national advertising. And it is. The
existence in Boston of some of the greatest re-
tail stores in the United States proves this.
Their business volume, their lists of charge
accounts are additional proof.

Because so many national campaigns felt
disappointment with results in Boston, whereas
Boston retailers experienced no such difficulty,
the Globe decided to investigate the Boston
market.

A seeming 30'mile trading radius —
really 12 miles

And the Globe found that the chief difference in
principle between most national campaigns
coming into Boston, and Boston retail advertis-
ing, lay in the conception of the Boston market.

The secret lies in separating the real Boston
buying population from the population that
merely lives near Boston.

The Globe investigated parcel deliveries of
great Boston stores. And it learned that 74%
of these parcels go to homes within 12 miles.

The Globe obtained from a leading depart-
ment store an analysis of the location of its
charge accounts. It learned that 64% of these
are within 12 miles.

Then the Globe analyzed retail outlets in all
leading fields. Numerically these outlets show
a majority within the 12-mile area. In actual
business volume this strength is greater than it
seems because these stores within the 12 -mile
area are the bellwether stores — biggest in
volume — real leaders.

How the Qlobe parallels this new
trading area

Within this newly-defined trading area the
Sunday Globe offers the largest circulation of
any newspaper in Boston, and its daily circu-
lation is even greater than on Sunday. That
is why in 1925 Boston department stores placed
the daily Globe first on their list, and in the
Sunday Globe used as much space as in the
three other Sunday papers combined.

The Globe sells Boston — the Key trading
area of 12 miles — 1,700,000 people whose per
capita wealth is nearly $2000. It commands
the liking of these people through editorial
merit. It interests women through the. oldest
woman's page in America. It interests men
through its full treatment of sports. It is
politically and religiously nonpartisan.

Sell the Key trading area
through the Qlobe

The Globe covers the 12 -mile trading area more in-
tensely than any other Boston paper. That 12-mile
area is Boston's Key market. Retail sales prove it;
density of population and per capita buying power
prove it.

Study the map at the right. See how the Globe leads
in the key market. Note the figures on distributing out-
lets. Then buy the Globe first in 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.

November 3, 1926

ADVERTISING AND SELLING

to show you the way to
in Boston?

In the Area A and B, Boston's U-mile Trading Area, are

64% of department store charge ^counts 60% of all hardware

74% of all department store package 57% ot all ^^ ^^

deliveries 46% f n aut0 mobile dealers and

61 % of all grocery stores Erases

57% of all drug stores garages

Here the Sunday Globe delivers 34,367 more copies than^he next Boston
Sunday newspaper. The Globe concentrates— 199,392 daily 17o,<wa sunaay

The Boston Globe

C[ke Qlobe sells Boston,

ADVERTISING AND SELLING

November 3, 1926

Your
Salesmen

should have as good tools
as these —

ROUS-ROCE

Hours Fubmixhimc
Review

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.

Worthington Street
SPRINGFIELD, MASS.

How the Warehouse Fits
Direct Distribution

[CONTINUED FROM PAGE 22]

Physical inventories are taken and re-
ported promptly each month. Collec-
tions are made when authorized."

The warehouse, furthermore, fits into
distribution where consignment selling
has crept in. This old evil has emerged
more and more of recent years in the
competition to market capacity output
for our factories. Consignment selling
has always been fraught with danger.
Its very basis is unsound, because the
manufacturer, by a consigned stock, is
seeking to move his wares upon whole-
salers or dealers who either (1) have
not confidence enough to stake their
own money by stocking the goods, or
(2) have not the capital to purchase on
their own account.

In either case, the maker of goods is
trying to stretch his sales beyond nor-
mal limits. Deliberately, for that pur-
pose, he lets his goods go out in the
"hope that they will be sold" before the
dealer tires of storing them and ships
them back to the factory.

By the consignment contract, the
merchandise remains the property of
the manufacturer, not that of the deal-
er. Title, in the law, rests with the
manufacturer all of the time. But the
pitfall of consignment selling lies in
the further requirement of the law (in
about thirty of the States) that the
contract of consignment must be filed
wtih the country clerk. Unless the con-
tract is so recorded within a stated
time of its making, the title of the
manufacturer becomes invalid. The
goods belonging to the manufacturer,
both in fact and by agreement, may yet
be sized for debts of the dealer. If he
assets; the manufacturer is a general
fails the goods become part of his
creditor for their value.

IN three States (Mississippi, Virginia
and West Virginia) there lies a
further pitfall for the consignment
stock. In those States it is required that
the dealer who is agent for a consigned
stock must display "a sign in letters
easy to be read, placed conspicuously
at the house where such business is
transacted," and also publish a notice
a certain number of times in a news-
paper. These peculiar statutes are too
seldom observed by out-of-State manu-
facturers, probably through ignorance
of their existence. Yet where the man-
ufacturer fails to observe this technical
requirement his goods may be seized
for debts of the dealer; at times the
manufacturer has been ruled out by the
court even when claiming to be a gen-
eral creditor, on the ground of failure
to comply with the law.

Consignment selling is unsound busi-
ness. Ever so little delving into the

records of bankrupt dealers and whole-
salers will give a sales manager a stag-
gering lot of information, which will
make him gun-shy of this method of
pushing volume.

HERE, however, have entered ware-
houses for the protection of the
manufacturer. "The greatest contribu-
tion of the merchandise warehouse to
our commercial life," declares a manu-
facturer of paint, "is their doing away
with consignment sales." In that re-
mark he touched on one of the risks of
all paint makers because their business
has been one of large consignment
practices.

Paint is not, of course, alone in fac-
ing this evil. It has crept into the
selling of tires to a dangerous extent,
or, in the words of one of the most
prominent names in that industry:

"We tire makers declare we do not do
it, but we all do. I know our company
does. We have to, because it's the only
way we can market the tires. But we
find the dealer who stocks with con-
signed tires is a reluctant representa-
tive, and he seems to be the sort that
makes up the Dun reports of business
failures. Three-fourths of our com- j
pany's commercial losses come from the
consigned accounts."

But the warehouse makes it possible
to escape consignments and yet secure
representation by all dealers. Rather
than have large "suspense accounts" for
consigned goods, the manufacturer
ships his goods to a warehouse, with
the warehouseman under instructions to
deliver to dealers on their own requisi-
tion. Such deliveries may be on a credit
basis, by use of the accredited list of
customers, or it may be on the C. O. D.
basis for those of uncertain credit
standing. In this manner the dealer is
not burdened with stock beyond neces-
sary minimum quantities, until sales are
actually in prospect. He then obtains
from the manufacturer's warehouse
stock such sizes and quantities as he
can sell.

The manufacturer, all the time, owns
the goods. "Possession is eleven points
of the law," and nowhere is this more
true than when bankruptcy overtakes
the dealer.

To demand cash-with-order or cash-
on-delivery is needlessly ruthless when
shipment is made from the factory to
the dealer for stock. Much sales effort
is sheer waste when terms of this sort
must be named. The result frequently
is that the dealer whose credit is tot-
tering will overbuy from any manufac-
turer who is incautious enough to grant
a credit rating.

Under the sales law of this country,

November 3, 1926

ADVERTISING AND SELLING

BRITISH ADVERTISING'S GREATEST

REFERENCE WORK

aa c0N %- 6

linSn

ERSTSSH ADVERTSSEHG A]
SWEEEP IN OME EEC VOLUR

November 30th, 1925, was the date of publication of the
first Great Reference Work covering every branch of British
Advertising— the BRITISH ADVERTISERS' ANNUAL
AND CONVENTION YEAR BOOK 1925-26.

This volume gives for the first time information and data needed by all
advertising interests 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 contents adjoining
that this ANNUAL is really four books in one. It contains :
a Series of Directories and complete Reference Data covering
every section of British advertising — a Market Survey and Re-
search Tables — a complete 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 Advertising Agents, inter-
national advertisers, newspapers and magazines, who are inter-
ested 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,
magazines and periodicals in Great Britain and the Empire —
with not only their addresses and the names of their advertis-
ing managers, but with a complete schedule of all advertising
rates, page and column sizes, publishing and closing dates, cir-
culation, etc. Nothing so complete, comprehensive and exhaus-
tive as this has ever before been produced in any country. In
the Market Survey Section likewise there are thousands of
facts, figures and statistics given in the various Tables and
Analyses.

The working tools of any American advertising man who is in any way
interested in British markets or in British advertising cannot be com-
plete without this great work of reference. It answers any one of 100.-
000 specific advertising queries at a moment's notice ; it 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 — 59 separate features —
more than 3.600 entries in the directory section alone, each entry contain-
ing between 5 and 25 facts — 1,700 individual pieces of market data — full
reports of all events and official resolutions and addresses at the Harro-
gate Convention — and finally, altogether 100 articles and papers, each by a
recognized advertising and selling expert, giving a complete picture of
British advertising methods, media and men up to the minute. A year's
labor on the part of a stafif of able editors — the result of more than 14,-
000 separate and individually prepared questionnaires — the combined
efiforts of a score of experts — the help of more than 3,000 advertising men
in collecting the 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 trifle 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 $4.00 and the British Advertiser's Annual
and Convention Year Book 1925-26, will be in your hands bv 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.
Second.— 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 Official, 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
Ail-in Advertising Compendium.

Sign this Coupon and Post it To-day —

To Tfio Publisher ef British Advertiser's Annual

and Convention Year Book, 1925-26,
Bangor House, 66 & 67 Shoe Lane,
London. E. C. 4

Please send me one copy of the "BRITISH ADVER-
TISER'S ANNUAL AND CONTENTION TEAR
BOOK 1925-26" postpaid by return. I enclose here-
with $4.00 In full payment.

ADVERTISING AND SELLING

November 3, 1926

«7,500,000,00C

Automotive
Market —

AUTOMOBILE
TRADE JOURNAL
Chestnut and 56th Sts.
Philadelphia

100,000 COMPLETE COVERAGE

Consider the following figures in connection with automotive
merchandising possibilities:

i tlj- — front bumpers
ith— rear bumpers
tli — shook absorbers

ith— rear view mirr

3,300,000 ears in 1926

not "factory equipped"
3,500,000 ears in 1926

not "factory equipped"
3,150,000 ears in 1926

not "factory equipped
1,720,000 ears in 1926

not "factory equipped"
2,450,000 closed ears

not "factory equipped" with — heaters
2,900*000 ears in 1926

not "factory equipped" with — engine heat indicai
2,450,000 ears in 1926

not "factory equipped" with — traffic signals
3,500,000 ears in 1926

not "factory equipped" with— cigar lighters
3,400,000 ears in 1926

not "factory equipped" with — clocks
3,420,000 ears in 1926

not "factory equipped" with — spare tire lock
Extremely small percentage

of open models equipped with — windshield wings.

{ Chilton Class Journa

lovember 3, 1926

ADVERTISING AND SELLING

and- 100,000

Dealer
Outlets

c/n ^ 5

MOTOR AGE

5 So. Wabash Avenue
Chicago

100,000 TRADE COVERAGE

Megaphone your message to the multitude and a shockingly small
percentage of those within ear range will know what it is all about —
and will care less.

Tell the same story to an exclusive audience of dealers, garage
owners and service men and you have 100 per cent interest.

Your advertising in the National Shows issues of Automobile
Trade Journal and Motor Age, with combined circulation of over
100,000 copies, will reach and cover the Trade — the whole Trade —
and nothing but the Trade.

ompany Publications 1

ADVERTISING AND SELLING

November 3, 1926

Can Advertising Volume

Be Increased by More

Efficient Circulation

Da taP

and
We Take the Affirmative!

IT is a vital part of the service we render
to our publisher clients to analyze for
them the exact points of distribution and
sale of their magazines — to keep them posted
on the stand — locations where sales are
forging ahead — and where they are falling
off. Our clients' advertising solicitors are
fortified with facts and figures of news-
stand distribution that just can't take "no"
for an answer. Some of our clients have
recently informed us that they can sell more
space by using the circulation data we sup-
ply than they ever could without it.

If you would listen to our story — we guarantee
that it will at least prove interesting. Either
write, telephone or call at our office and we shall
be pleased to explain in detail the connection be-
tween our distributing service and the building of
advertising revenue.

EASTERN

DISTRIBUTING CORPORATION

45 West 45th Street, New York

Bryant 1444

HOTEL ST. JAMES

109-113 Wert 45th 8t.. New York Cilv
Midway between Fifth Avenue and Broadway
in hotel of quiet dignity, having the atmosphere
If a well-conditioned home,
women traveling without eicort.
4 theatrea and all best shops.
htioklrt on application.

Much favored by

W. JOHNSON QUINN

T_ 1 Lumber Manufacturers.

*" J Woodworking Plants

R M .l. 1 and Bui ding Material

e<M,n ( Dealers use the

AmcricanfimDerman

Est. 1873 CHICAGO, ILL.

Jewish Daily Forward, New York

Jewish Dally Forward la 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
Isrgest volume of local and national advertising.
Renders effective merchandising service. Rates on

when the dealer fails the manufacturer
has a lien on the goods and the right to
retain possession of them or demand re-
possession so long as they have not
passed from his hands or his agents. A
common carrier being an agent, in this
sense, the manufacturer has the right
to stop his goods in transit if he is
able to overtake them before delivery.
Too often, however, this lien is lost, be-
cause the goods have passed into the
hands of the bankrupt concern. They
forthwith are merged in the general as-
sets to be administered by the trustee
in bankruptcy.

How much easier to deliver through
a warehouse!

IF the credit is questionable the man-
ufacturer can solicit the business, but
without making delivery of a large
stock of the goods. The salesman
can make plain that warehouse
stocks are available within a few
hours' delivery. When, moreover, de-
mand for the goods knocks at the re-
tailer's door, he will seldom feel ag-
grieved if met by a demand for cash
when he applies to the warehouse for
stock. For the cash payment, in this
case, is not to be tied up for an indefi-
nite time in slow-moving stock-in-trade.
The goods will move to a customer the
same day. The dealer, therefore, "lays
his money down on the barrel," as they
say in some parts of the country, with
the warehouseman for the same goods
that he would refuse to accept from a
salesman on a C. 0. D. basis.

During the years 1921-1923, this use
of warehouses grew quite noticeably
west of the Mississippi. Those were
the years of agricultural depression
with banks closing every day and credit
conditions always doubtful. Distant
manufacturers did not want to lose their
market and yet they feared to risk large
open accounts with dealers who were
already woefully slow to pay because
of their own frozen credits. The manu-
facturers simply warehoused their
goods, authorized the warehouseman to
deliver by invoicing and collecting from
the dealer as he needed the goods. The
warehouseman charged his usual fee
for collecting accounts.

To the manufacturer the risk was
nothing. The goods did not leave the
warehouse until the dealer was prepared
to make payment. So long as lodged
with the warehouseman the merchan-
dise was the property of the manufac-
turer under his sole control. Should
the warehouse itself fall into financial
difficulties the goods in store were not
involved because the warehouseman at
no time acquires title to the goods,
but always holds them in trust as
bailee.

So successful was this plan during
those three years of trying times that
warehouse selling has largely displaced
consignment selling beyond the Mis-
sissippi.

i This is the fourth of a series of articles
by Mr, riaring. The first appeared in the
Issi i September S. — Editor.)

November 3, 1926

ADVERTISING AND SELLING

TIC

TRUE
THE AMERICAN

We do not always admit it, but there is prob-
ably no nation so romantic as ours. In our
veins still courses the blood of the pioneers.
We are still an adventuring people.

That accounts for the eager interest shown in
the sixteen magazines of the All-Fiction Field.
The demand for the sort of good fiction car-
ried in these magazines is so spontaneous and
sincere because it comes from the warmest of
human instincts — the love of romance.

When you tell your sales story in the adver-
tising pages of All-Fiction Field, you are ap-
pearing before an audience of whose friendly
interest you may be assured at the start.

2,780,000.

Members Audit Bureau of Circulations

All'FictionF 61 * 1

Magazines of Clean Fiction

New York Boston Chicago San Francisco

ADVERTISING AND SELLING

November 3, 1926

A New Detroit
Hotel With A
Definite Purpose!

Equipped in the finest and most
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 ofthe Bancroft Hotel,
Saginaw, Mich. The Savoy's
rates are $2.50, $3.00 and
$3.50, with suites and sample
rooms ranging in price from
$5.00 to $12.00.

The cuisine of the Savoy is unsur-
passed. Outstanding features ofthe
Hotel are the Bohemian Room,
theCoffee Shop and 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 for business on
September 15.

A. B. RILEY, Managing Director

f otd

'Detroit^

The Agency's Position
in Business Economics

[CONTINUED FROM PAGE 36]

each client's problems not only the
services of experts on marketing, on
copy writing and copy psychology on
art (both pictorial and mechanical),
and on every other detail of the mul-
titudinous technique of advertising, but
also a general experience built from
constant association with other adver-
tising and merchandising problems.

Largely through the increasing ex-
perience of the professional advertis-
ing man and the efficiency of the adver-
tising organizations with which he has
surrounded himself, the percentage of
waste and failure of advertising ex-
penditures is being steadily lowered
and the hazard of advertising steadily
reduced.

IN spite of this, one of the chief
points of argument has always been
that the agent under the present sys-
tem is in the impossible position of
"serving two masters." It is well,
therefore, at this point to see just what
the agent's functions are, to determine
whether or not his apparently double
responsibility is "impossible" either in
theory or in fact.

To the publisher, the agent is the
principal factor in the tremendous in-
crease in the demand for his medium
and in the safeguarding of his mar-
ket's permanence, because he has or-
ganized and developed a business
through which that medium can be
turned into successful advertising.

His neutral position as the agent of
all publishers has allowed him to ap-
proach the advertiser from a ground
of impartiality impossible to the pub-
lisher himself. To a great extent he
has earned the confidence of the ad-
vertiser in the integrity of his purpose,
in spite of the fact that his financial
interest seems entirely dependent upon
the volume of space that he sells; and
the publisher finds in that confidence,
which with his more limited interests
he could hardly expect for himself, an
added insurance against a shrinkage of
his market. The agent is of further
use to the publisher, both in the book-
keeping and credit sides of his business,
and in its mechanical handling.

To the advertiser, he has been the
pioneer in the development of an ad-
vertising practice that each year has
grown more and more effective in mak-
ing advertising pay the advertiser. He
has brought advertising experience,
specialized technical knowledge and
high-caliber creative ability within the
reach of every business, irrespective of
size. He has been responsible in large
measure for the standardizing of the
price of the medium of communication,
so that today every advertiser can

know practically what every other ad-
vertiser is paying. He has cut down
in many ways the necessity on the part
of advertisers for clerical detail, the
cost of which would have been out of
all proportion to the advertiser's ap-
propriation.

In none of these functions to pub-
lisher or to advertiser do we find any
conflict of interest, for in every func-
tion the agent is very apparently
serving, not two masters, but the com-
mon interests of two masters; and the
argument that this is impossible,
anomalous, or iniquitous, falls in the
face of the fact that it has worked
to the advantage of both interests in-
volved and is continuing to do so.

The interest of advertiser and of
publisher may be in conflict over the
question of agency recognition.

This question divides itself as fol-
lows:

First: It is to the best interest of
both advertiser and publisher that the
agent should operate under some form
of franchise or control through which
his qualifications to serve both inter-
ests can be measured?

Society protects itself against the
quack in medicine and the shyster in
law by hedging those professions with
certain initial requirements of educa-
tion and experience that safeguard to
a large extent the public interest. No
such legal safeguards have been placed
around the vocation of the advertising

THE critics of the present system say
that it would be perfectly safe to
leave judgment as to these qualifications
in the hands of the individual adver-
tiser; but, although this might be true if
applied only to a group of larger and
more experienced advertisers, it obvi-
ously is dangerous if applied to the
vast majority of small advertisers and
to the ever-increasing number of new
advertisers continually entering the
field.

Certainly, since the publisher is ad-
mittedly depending upon the agent to
develop and protect his market, it is
to his interest that some standard of
qualification be upheld, and, just as
certainly, since the advertiser by his
very need and dependence on special-
ized counsel and creative service ad-
mits his lack of knowledge of the sub-
ject, it is to his interest also that the
right to offer such service be dependent
upon certain prescribed qualifications.
Second: Is it to the best interests of
advertiser and of publisher that this
necessary control be vested with the
publisher?

The critics of the present system

November 3, 1926

ADVERTISING AND SELLING

S^^^^^g^"

./A

SS<

REAPERS and GLEANERS

When a business boasts that it is successful without advertising, it is proper
to ask "Is zat so?" The facts sometimes reveal that its success is really due
to advertising — competitors' advertising. Other houses have created a mar-
ket so active that it absorbs some of the unadvertised brands.

Even a well -reaped field leaves something for the gleaner. But the
gleaner never gets as much as the reaper. And he depends for his business
on something outside himself. He is there on sufferance. The advertised
brand pays fare, and occupies a cabin. The unadvertised brand is a stow-
away. Sometimes it reaches the port, rumpled and undignified, and not
altogether honestly, and sometimes it is discovered and thrown out.

A good article will always have some sale. A good article's sale will
always be helped by a competitor's advertising. But a good article with
adequate advertising can always secure a larger share of sales than the same
article with no other advertising than that of competitors.

CALKINS C> HOLDEN, Inc.

2-47 PARK AVENUE-NEW YORK C *

ADVERTISING AND SELLING

November 3, 1926

Three Dollars-

What does it represent? Dinner at
"Twin Oaks"; a ticket for a show
(one); a lavender necktie, or:

A year's subscription to Advertising &C
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 au-
thorities in the advertising and selling
world.

Spend three dollars to advantage. Clip
the attached coupon now and mail it to
us with your check.

ADVERTISING AND SELLING
9 East 38th Street, New York City

Canadian, #3.50
Foreign, #4.00

Enter my subscription for one year.

□ Check for #3.00 is enclosed. □ Send bill and I will remit promptly.

Name Position

Address Company-

Ci *y - -.State

claim that for the publisher to say who
shall and who shall not serve the ad-
vertiser as an advertising counselor, is
as iniquitous as it would be for the
druggists of the country to control the
right of the physician to practice
medicine.

The facts of the case, however, would
seem to indicate, since there is no con-
flict of interest between publisher and
advertiser in either the functions or
character of agency practice, since
agency control is desirable to both in-
terests, and since the advertiser him-
self can obviously never be in a
position collectively to exercise such
control, that control exercised by the
publisher is the only possible way of
having any control at all and can be
of no practical disadvantage to the ad-
vertiser.

THE interest of advertiser and pub-
lisher may be in conflict over the
method by which the agent receives his
remuneration through a publisher's
commission.

It is a common error to consider this
commission solely as a remuneration
to agents for services performed for
the advertiser.

As a matter of fact, since it has been
shown that the agent is of real service
to the publisher in ways that not only
do not conflict but are in perfect accord
with the interest of the advertiser, the
commission should be considered as a
common obligation between publisher
and advertiser, paid collectively rather
than individually for services rendered
collectively rather than individually.

Some critics of the present system
suggest the total elimination of the
commission and the payment of the tax
for agency service by a fee arrived at
individually between each advertiser
and his agent.

It would seem that there are some
serious drawbacks to such a solution.
Even though it did not disregard the
fact that the publisher as well as the
advertiser has an obligation to the
agent, primarily it would create a con-
flicting interest between agent and ad-
vertiser by making the agency re-
muneration a matter of barter rather
than of accepted and standardized
practice.

Granting that both parties would at-
tempt to approach the matter fair-
mindedly, it is difficult to see how any
advertiser can appraise the value of
an agent's service to him individually.
And on the part of the agent, one
thing is certain — if the cost of his
service to the advertiser becomes a
prime factor in the gaining of clients,
competition will gradually force that
cost down and just as gradually, but
just as surely, the character of that
service will deteriorate.

Such an effect would necessarily re-
act against the interest of the pub-
lisher, and he could protect himself
only by increased direct expenditure in
business development, which in turn
would, by adding to his costs, increase
his price to the advertiser.

Eventually, it is practically certain,

November 3, 1926

ADVERTISING AND SELLING

GIVE HEALTH

The most valuable and least expen-
sive holiday gift that you can make

GIVE health as a Christmas present — to
yourself, to every member of your family,
and everybody in your community. You can!
Buy Christmas Seals.

The work done by these tiny, mighty little
seals has helped to cut the tuberculosis death
rate by more than half.

Seal every parcel, letter and holiday greeting
with Christmas Seals. Give health — and feel
the joy that comes with the giving of man's
greatest gift to his fellow man — healthy hap-
piness now and for years to come.

THE NATIONAL, STATE AND LOCAL TUBERCULOSIS ASSOCIATIONS OF THE UNITED STATES

ADVERTISING AND SELLING

November 3, 1926

CHARACTER

The Indispensable Foundation

Now we maintain that
newspaper advertising is
something more than a
degree of pressure ap-
plied to an area of paper.

We maintain that the
value of a newspaper's
advertising space is in di-
rect ratio to the value of
its other printed matter.

That if its reading-col-

umns are cheaply filled
its reader-value and re-
sultfulness are lowered;
but if the high character
of its contents is earn-
estly and jealously up-
held its advertisers reap
redoubled harvests.

That to be a great ef-
fective advertising me-
dium means, first of all,
to be a great newspaper.

And so The News builds, from deep foun-
dations upward, a publication that shall
stand the tests of strength, integrity and
completeness; surpassing all others in its
field in the substance of its offerings to its
readers; accepting every opportunity to at-
tain a still broader and richer usefulness.

W$t Bate Jfflormng iSetoa;

Texas Old Distinguished Neicspaper

MOTEL

^EMPIRE

N aw York's newest and most
beautifully furnished hotel -
accomodating 1034- Quests

D rood way er 63-Strecf.

ROOM WITH PRIVATE BATH-
$350

$174 Qd? OC Worth of Mercha

9IC4,04£.^0 dise SoId by Lelle

MAGAZINE for 50c.

POSTAGE Is devoted
Booklets, Cards, etc,
with selling, you

> selling by Letters. Folders,

If you have anything to do

get profitable ideas from

Published monthly. $2.00 a year^ In-

sales and reduce selling

your salesmen and make It
There is nothing y<

by Dlroct-

POSTAGE.

crease your

Mall. Back

for them to get orders

say about what you sell that cannot be wrltt

POSTAGE tells how. Send this ad and 50c.

POSTAGE, 18 E. 18th St.. New York, N. Y.

Folded Edge Duckine and Fibre Signs

Cloth and Parafjine Signs

Lithographed Outdoor and Indoor

Displays
THE JOHN IGELSTROEM COMPANY
Maeaillon, Ohio Good Salesmen Wanted

the result of the withdrawal of the
commission from the agent would be
to increase the cost of efficient adver-
tising service to the average advertiser
in a far greater measure than it would
decrease the cost of space to him.

If, then, the withdrawal of the com-
mission as a proposed alternative to
the present system cannot prove itself
as of any real benefit to either adver-
tiser or publisher in either decreasing
the service tax on advertising as a
whole or improving the character of
advertising service, it certainly does
not warrant serious consideration from
any but those who are looking at it
from the angle of individual situations
rather than from that of the good of
advertiser and publisher as a whole.

The greater question, apparently, is
not as to the method by which adver-
tiser and publisher shall pay this tax
on their common interest, but as to the
basis on which it shall be computed.

IS it to the common interest of both
advertiser and publisher that the
agent should receive remuneration
ratio to the expenditures that pass
through his hands?

From the publisher's standpoint the
present basis would seem to be perfect-
ly logical. The service rendered by
agent to publisher is in sales, credit
and bookkeeping. He does not render
this service in any exact measure to
any individual publisher, but he does
render it in an exact measure to all
publishers collectively and to each pub-
lisher individually in exact relation to
his billings from that publisher.

The agent is valuable to the indi-
vidual publisher in exact ratio to the
size of the market in dollars and cents
that he creates for that publisher.

If the agent is worthy of a remu-
neration from the advertiser, it is pri-
marily because he has lessened for him
the hazard of advertising. The meas-
ure by which he has lessened this haz-
ard is in relation to the advertiser's
increased success in the profitable sale
of merchandise. This success is usual-
ly accompanied by a sustained or in-
creased expenditure for the medium of
communication offered by the pub-
lisher.

The best proof and the only measure,
therefore, of the value of the agent's
service to the advertiser is the value of
the amount of that medium which the
advertiser feels justified in buying.

To the advertiser, then, as well as
to the publisher, basing the agent's re-
muneration on a percentage of the ad-
vertiser's appropriation is logical and,
as a basic method, should be retained.

St. Louis Club Elects

The Advertising Club of St. Louis
has elected Harry T. Bussmann presi-
dent. The other officers are: Fred W.
Winsor, first vice-president; W. J.
Johnson, second vice-president; R. M.
Wright, third vice-president; H. J.
Echele, secretary and Frank Fuchs,
treasurer.

November .?, 1926

ADVERTISING AND SELLING

APACITY OUTPUT
OR TEXTILE MILLS
REDICTEDBYBIJTLER

Support o, Coolidgc Tanl!

<) Prosperity, He Outlines N ;; T '/;; .;
a? Campaign Issues iSSSSSji

SAYS COTTON INDUSTRY IS ,r; c JJJ ( l
NOW IMPROVING

Declare. PlonU Shortly Will Be £,"£ ,;,'
Running on Full Time nr.
Finds Employment Better

Ncarb) Demand for

WfiOl/sP" s,ill( " :i "

-;»■« Month fc^ lln . „ f v ,,,.to,S»

"■'■ I .c ,.,-„,

' tic.ll!,. | ( :

"••», ,

'"«<JL n "'.r fo

WASHINGTON', S«p
m „t Ox* t»xtfl« mill

_-tUMfUs t.j fuil time ;
the reasonably

\ PHTLADELP

L : | ,slov. w:

\<y opponents oi the
^ministration that prosperity has
«<-n ..vtratrcssed- I rHn^ADELT

f otable improvement it,
'England Textile,

The Pendulum Swings

The delayed turn in the textile
situation has come.

At last America's second larg-
est manufacturing industry has
joined the prosperity parade.

Operations Afeo onaTMo «

r Scale-No s£

ADVERTISING AND SELLING

November 3, 1926

Coming" —
January 1927

The Year Book of the
Lighting and Lamp Trades

Over 12,000 listings; 900 classifi-
cations in Directory Section — 2200
Patents, issued during the past three
years, in Patent Section — Condensed
Catalogs of all leading manufactur-
ers of lamps, lighting fixtures, lamp
shades, lighting glassware, appli-
ances, fixture and lamp parts, acces-
sories, wiring devices and metal
occasional furniture.

Reaches electrical and lighting
fixture stores, lighting companies,
department and furniture stores,
lamp and gift departments, jobbers,
dealers and manufacturers.

Full details on request.
Krieger Publications

215 Fourth Avenue
New York, N. Y.

Monthly Publications

LAMPS

The monthly magazine for the
lamp and shade trade. Reaches lamp
departments, furniture stores, gift
shops, light and power companies,
merchandising departments, electrical
jobbers and lighting dealers. Contains
special Wrought Metal Furniture
Section.

LIGHTING FIXTURES AND
LIGHTING

"The Trade Journal of the Light-
ing Industry" reaches lighting fix-
ture studios, electrical contractors,
dealers, jobbers, central stations.
Contains information for retailers,
jobbers, designers, lighting engineers,
architects and manufacturers.

Exhibition of Artistic Lighting Equipment

Association, llollcnden Hotel, Cleveland,

Ohio, Jan. 31 to Feb. 5.

Freight Tariffs

[CONTINUED from page 38]

crated according to certain standards.
Hence it follows that an alert traffic
manager dove-tails his work rather
intimately with the engineering depart-
ment when it designs material for crat-
ing, thickness of that material, method
of "knock-down" packing, weight of
single units, etc. One of the early
economies of the Ford Motor Co. was
thus oriented.

NO factory should be without a copy
of the "Consolidated Freight Clas-
sification" (price fifteen cents), which
covers "Official," "Southern" and
"Western" groupings. In addition to
classifying commodities this publica-
tion gives approved regulations for
loading, bracing and buffing shipments.
Only too often, the single copy of this
publication is held in the traffic man-
ager's office, with the result that other
departments have no access to the help
it contains. It is more than likely that
they have no knowledge that a railroad
tariff is anything but columns of fig-
ures. All the experience of all the rail-
roads, thus pooled into a single publi-
cation, are lost to the very shippers
for whom it was intended.

The "shipping container specifica-
tions," covering fifty-two pages of this
publication, are an admirable guide to
any purchasing department. They
ought to be reprinted in the form of
a handbook for every shipping clerk
in the land. Of specifications, forty
sets are given, covering every conceiv-
able need of the shipping department
for every imaginable commodity. De-
tails are altogether too many to be
listed.

Possibly the following suggestions,
from the sub-heads, may lead readers
to expend the small sum of fifteen
cents. Copies can be obtained from
F. W. Smith, 143 Liberty St., New
York; E. H. Dulaney, 215 Transporta-
tion Bldg., Atlanta; R. C. Fyfe, 1830
Transportation Bldg., Chicago.

Inside Containers, Outside. Contain-
ers, Thickness of Material, Cleats and
Nailing, Wire-bound Boxes, Tests for
Completed Packages, Marking, Re-
using Containers, Cushion Supports,
Veneer, Flattening Tests, Physical
Tests, Hydrostatic Tests, Crushing
Tests, Pressure Tests, Explosive Tests,
Rupture Tests, Fiberboard, Pulpboard
and Strawboard.

Another ten pages show how to load
cars properly, five of them being dia-
grams of freight-car interiors properly
laden. One's admiration is aroused by
the simplicity of rightly tiering goods
in a car, as well as the thoroughness
with which the matter is presented.
After once looking over these ten
pages, no business executive will per-
mit careless loading of his freight. The
effect is the same, whether the com-
modity be eggs in cases or a thing so
unbreakable as pig iron.

These pages make clear the sensible

Your Consumer Campaign
with Trade Publicity
forJample (b/ries address:
KNIT GOODS PUBLISHING CORP

9J Worth Street New York City

SS^ffSS

A.B.P. and A.B.C.
Published

ICMICM> Twice- a -month

Bakers' flelper has been of practical
service to bakery owners for nearly 40
years. Over 7o% of its readers renew
tlieir subscriptions by mail.

PROVE IT!
SHOW THE LETTER'

if your salesman Could show skeptical prospects the
testimonial letters and orders received from satis-
fled customers, it would remove doubt and get the
order. Don"t leave testimonial letters lying idle
in your flies — give them to your men and increase
your sales thru their use.

Write for samples and prices

York City
NEW YORK OFFICE — 45 West 4Sth 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.

TESTIMONIALS

almost before we realize the lette

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

.•ttHMtMlil

Send 10c for proofs 500
cuts and plans for mak-
ing your ads pay better.

SELLING AID

616 N. Mirhican Ave., i I

Only Dennem .
i Canadian Advert isini

rA- tTDEHNE C company LtdJ

ford Bids. TORONTO

November 3, 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
-A 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

November 3, 1926

A Lusty Baby

The new combination of the Fort Worth Star Tele-
gram and Fort Worth Record grows by leaps and
bounds.

APRIL 1, 1926

115,000 Daily; 120,000 Sunday

SUNDAY, OCTOBER 3, 1926

129,407

WEDNESDAY, OCTOBER 6, 1926

132,422

AND THE SAME RATE PREVAILS

Another proof of

DOMINANCE

in the Great West Texas Trade

Territory

Greater than any three other papers
combined in this territory.

The market and the medium for YOUR proposition.

Fort Worth Star -Telegram

(EVENING)
(MORNING)

Fort Worth star Telegram

ana Ifmt tTloitli tKrcord

(SUNDAY)

HAT'S cheap is
dear and by the same
token what's dear is
cheap. Diamant Ty-
pography is neither
cheap nor dear
—it costs no more!

Write for booklet

Diamant

Typographic Service

195 Lex. Ave. CALedonia 6741

We are the producers of some of the
oldest and most successful house
organs in the country. Write for copy
of The William Feather Magazine.

The William Feather Company

(,05 liimn Building :: Cleveland, Ohio

and reasonable manner of placing
cases and barrels or any container in
cars; how best to arrange the rows and
stacks and layers; how to "step joint"
or "straight joint"; how to fill up ex-
cess spaces; how to prevent the shift-
ing of contents by "buffing" or using
center frames and struts. It is shown
how simple a matter intelligent load-
ing makes of the task; arranging a
load so that it is tight and is a solid
unit which will not shift; so that it
makes no confusion in the middle of the
car; so that it shall be solid at the
doorway and cannot be tampered with
without tell-tale evidence.

ONE finds, rather unexpectedly ex-
cept for those in the particular in-
dustries, complete regulations for the
transportation of explosives. In this
respect, this tariff has become the
Bible for those industries. Seldom do
others read those pages. If, however,
you want an hour's reading in the
other fellow's business that will forever
add interest to passing freight cars
with their "explosives label," look over
those eighteen pages of directions and
diagrams. For pure information about
a little-known subject, they are hard to
better.

Publications of the principal rail-
roads are almost encyclopedic in ex-
tent. As another example, may be
named a certain road's "East-Bound
Rate Bases and Billing Instructions,"
a bound volume of 480 pages, plus
about 100 pages of effective supple-
ments. Not only does this give full
information of every conceivable na-
ture as relates to each station on its
own rails, but similar facts in exhaus-
tive manner for scores of eastern con-
necting railroads, coastwise and river
service, inconspicuous and almost un-
known small railroads of the Atlantic
States from Maine to Georgia, trolley
lines that handle freight, interior New
England points, etc. For each of these
is given: needed instructions for rout-
ing, rates and allowances, restrictions
and prohibitions, storage and ware-
house facilities, firms owning private
sidings, road clearances and bridge
strength, rules governing floatage and
lighterage and wharfage for each port,
grain and hay and flour regulations for
the port cities, with full-page maps of
the principal cities to show transporta-
tion lines and their terminals.

Similar publications are available for
west-bound shipments, from which may
be gleaned like information for Mid-
West and Western, as well as Pacific
States and cities.

Cartage tariffs give regulations and
charges for trucking and terminal de-
liveries in all cities. For the ports,
full detail is given for handling goods
between vessel and railroad. Lighter-
age and "free" switching have their
appropriate tariffs.

The railroad tariffs for the port
cities are likely to be the most accurate
for lists of shipping lines and piers.
By promptly amalgamating the supple-
ments with the original tariff, the in-

November 3, 1926

ADVERTISING AND SELLING

Ten Million Telephones!

/HERE are in the United States 9,809,063 homes with telephones.
These are the wide-awake, progressive families of the country.
They have broken down the barrier of their own four walls by in-
stalling a telephone — for quick communication with their neigh-
bors, with the doctor, with the grocer and with all of the many
outside points of contact made possible by the telephone.

The Literary Digest has among- its
regular readers a larger group of tele-
phone subscribers than any other maga-
zine. A test recently conducted among
telephone subscribers in every state
shows The Digest in first place as an In-
dispensable and Necessary publication.

No magazine can, however, reach all
of the telephone subscribers, because no
magazine has a sufficiently large cir-
culation.

The 50 largest and most successful
magazine advertisers insert their adver-
tisements in 17 magazines and buy an
average of 16,000,000 circulation.

Not all of this 16,000,000 circulation
is among telephone subscribers, but you
may be sure that the largest and most
responsive part of it is.

The Digest, with a circulation of
1,400,000 copies, emphasizes its claim
to advertising power among telephone
homes because the million it does reach
are the best million.

They are the best million because, by
the very act of demanding the weekly
visits of The Literary Digest, they dis-
close the fact that they belong to that
great cross-section of our population —
the mentally keen, thinking citizens
whose judgments are respected and
whose opinions are sought.

When the kind of people who read
The Digest have come to think favor-
ably of a food, a radio, an automobile, a
railroad, or any other product or ser-
vice, that product or service is estab-
lished in the most responsive and pro-
gressive market in the United States —
the telephone market.

The Jiteraij Digest

Advertising Offices: NEW YORK ■ BOSTON ■ DETROIT • CLEVELAND ■ CHICAGO

ADVERTISING AND SELLING

November 3, 1926

sements 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 W anted

Representatives

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.

SOME MAGAZINE PUBLISHER
NEEDS OUR SERVICE

Systematic and intensive work combined with a
large acquaintance among advertisers and
agencies is required to secure business for the
best magazines. We are prepared to do such
work for a good growing publication. Address
Box No. 419, Advertising and Selling, 9 East

Willing worker with grit and originality, wants
position with advertising agency or advertising,
production or sales department of mercantile

38th St., New York City.

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 and
Selling, 9 East 33th St., New York City.

Publishers' representatives in eastern industrial
centers wanted for California industrial weekly.
Box No. 426, Advertising and Selling, 9 East
38th St., New York City.

COPY WRITER AVAILABLE
Fifteen years advertising experience. (Nine years
with an agency — six years in advertising depart-
ments of large industrial companies) — including

Midti graphing

five vears copy writing for a variety of products.
Age 37. Address Box No. 429, Advertising and
Selling. 9 East 38th St., New York City.

Quality and Quantity Multigraphing,

A TRADE PAPER SALES EXECUTIVE

AVAILABLE

A managing sales executive of an established

and highly successful group of Trade Papers is

available January 1st.

This man has been a successful advertising man-
ager, sales manager and advertising agent — for

Addressing. Filling In, Folding, Etc.

DEHAAN .CIRCULAR LETTER CO., INC.

120 W. 42nd St., New York City

Telephone Wis. 5483

the last four years he has built up an enviable
reputation as a salesman of Business Paper
Space. Broad gauged, enthusiastic, experienced,
he is looking for a big job, bigger than he has
now, Address Box No. 428, Advertising and
Selling, 9 East 38th St., New York City.

Miscellaneous

Help Wanted

BOUND VOLUMES

A bound volume of Advertising and Selling makes
a handsome and valuable addition to your library.

ORGANIZATION EXPERIENCE ABILITY

We will negotiate exclusive representation locally
or nationally for small specialties of merit for
quantity distribution. Articles possessing fea-
tures for GOOD WILL and advertising pur-
poses of which we are largest unit distributors
particularly desired. LITCHFIELD CORP.,
25 Church St., New York City.

gold lettering. Each volume is complete with
index, cross-filed under title of article and name
of author making it valuable for reference pur-
poses. The cost (which includes postage) is
$5.00 per volume. Send your check to Adver-
tising and Selling. 9 East 38th St., New York
City.

Business Opportunities

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 vour Check to Advertising
and Selling, 9 East 38th St., New Y'ork City.

New Bulletin of Publishing Properties for Sale
jusl ut. Send for your copy. Harris-Dibble
Company, 345 Madison Avenue, New York City.

"GIBBONS knows CANADA"

land manufacturer will here have at
hand the most reliable steamship data
that anyone can have except those liv-
ing in the individual port cities.

There is, too, the whole matter of
storing freight in transit. Wheat, in
its progress from Montana to New
York, may be stopped over at interior
cities for milling or grading or for
more storing, not to exceed twelve
months, with protection of the through
freight rate from source to final des-
tination. Cotton, similarly, enjoys the
same privilege from plantation to mill ;
wool may be scoured, steel fabricated,
lumber manufactured, wire redrawn or
galvanized, sheet steel converted into
garages of the knock-down type, all
the grains converted into almost any-
thing that will go as a grain product,
peanuts made into cake or meal, refined
sugar purified, ore sampled, lumber
creosoted, tobacco graded, fruit stored,
salmon recanned, flaxseed ground into
linseed oil, onions and potatoes graded
— the variety is seemingly endless. All
may be graded, bought and sold, stored
or fabricated during that year's "ar-
rested transportation," and when the
owner wishes to ship forward he may
either ship the article itself or the new
products manufactured from it.

Lake-and-water routes permit simi-
lar storing in transit for even a wider
range of goods at the points where rail
and water meet, in order to permit full
use of the water routes during the
months of navigation.

For this whole subject, with details
of absorbing interest even to the casual
reader, turn to the railroad tariffs.

One who has to do with railroad
tariffs quickly understands why they
are so little read. Their appearance
is uninteresting, even forbidding. Per.
haps the more fundamental reason is
that they are hard to read. One must
master the "how."

IN one respect the tariff is like the
text of a law. It contains a bewilder-
ing succession of synonymous expres-
sions, with an equally confusing
number of provisos and exceptions.
The intention is to cover every possi-
bility, inclusively as well as exclusive-
ly. Probably, it would otherwise be
impossible to issue them at all. There
are, after all this, repeated paren-
theses. The reader encounters paren-
theses within parentheses or brackets
within parentheses.

The simplest method is to read with
a pencil; not sharp, but with a blunt
point. If the reader will, on first peru-
sal, blur out of the printed lines all
parentheses, all "Exceptions" and all
"Notes" which do not apply to his pur-
pose, he will ever thereafter find that
tariff easy and simple to read.

The formidable character of tariffs
may also be easily overcome.

The first pages, as they are issued,
are devoted to a hieroglyphic system of
numbers and symbols, explanation and
reference marks, an imposing list of
abbreviations for filing reference be-
fore the Interstate Commerce Commis-

November 3. 1926

ADVERTISING AND SELLING

The 8 Booth Newspapers
in Michigan's Market— offer

Concentrated Circulation

nr^HE eight Booth Newspapers of
Michigan are all evening
papers and every one offers a highly
concentrated coverage. The charts
on this page show a comparison of
the city circulations of these news-
papers as compared with the num-
ber of families in each city. These
Booth Newspapers carry no waste
circulation. They cover their shop-

ping radius in a most complete way,
distributing practically their entire
circulation within this territory.

The eight Booth Newspapers in
Michigan are read daily by more
than a million people.

The eight Booth Newspapers have
actually more paid circulation in
each city than there are families, as
shown on the chart below.

Michigan is dynamic in industry and offers in comparison with population the best

market in the United States

8 BOOTH NEWSPAPER CITIES

116,807 FAMILIES

2 56,000 TOTAL CIRCULATION

9O.O0O TOTAL CIRCULATION

28,000 TOTAL CIRCULATION

40,000 TOTAL CIRCULATION

BAY CITY TIMES TRIBUNE

18,000 TOTAL CIRCULATION

26,000 TOTAL CIRCULATION

17,000 TOTAL CIRCULATION

13.097
Cily

I Circulatioi

KALAMAZOO GAZETTE
11,754- FAMILIES

27000 TOTAL CIRCULATION

THE BOOTH PUBLISHING CO.

I. A. KLEIN, Eastern Representative
50 East 42nd Street, New York

J. E. LUTZ, Western Representative
Tower Building, Chicago

ADVERTISING AND SELLING

November 3, 1926

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.

" The Spokesman of the Gas Industry"

sion and the State Commission,
followed by an equally unintelligible
(or meaningless) list of individual
railroads which participate in the
tariff, each with its hieroglyphic tariff
reference number and previous
tariff cancellation notation, all followed
by several pages of closely set text to
give the full legal name of the partici-
pating carriers, each with its power-of-
attorney reference, expressed in a
meaningless column headed:

I. C. C.

FX 1, No.

(Except as Noted.)

These, and other foot-notes and par-
entheses in large number, serve their
purpose — for those who require them.
The ordinary reader does not. He may,
without effort at comprehension, turn
beyond them to the heart of the tariff,
discarding, as it were, all the husks
for the lesser kernel for which he
seeks.

Take the tariffs for storage and de-
murrage. Although this is a printed
book of sixteen pages, 11 x 13 in., it
may be grasped at a single reading.
That reading need not be a lengthy one.

Of the sixteen pages, two are blank.
Another nine are devoted to hiero-
glyphics, symbols, authorities and the
like. Only four pages remain for the
rules. These four, in fact, boil down
to about two pages, net, to be read.

Direct Mail Advertising As-
sociation Holds Election

At the ninth annual convention of
the Direct Mail Advertising Associa-
tion, held in Detroit, Oct. 20-22, the
following officers were elected: Charles
R. Wiers, Boston, president; Percy G.
Cherry, Might Directories, Ltd., To-
ronto, vice-president, and Edward A.
Collins, National Surety Company,
New York, vice-president. Three new
members were elected to the board of
governors. They are: W. R. Ewald,
Campbell-Ewald Co., Detroit; Tim
Thrift, American Sales Book Co., El-
mira, N. Y., nad George W. Ward,
D. L. Ward Paper Company, Philadel-
phia.

The following trophies were awarded
for the most noteworthy achievements
in the various fields of direct by mail
advertising during the past year:

A cup, donated by the Mail Bag
Publishing Co., to the Langley Clean-
ing & Dyeing Co. of Toronto; a plaque,
donated by the Cleveland Folding Ma-
chine Co., to the Sunstrand Adding
Machine Co., Rockford, 111.; a cup, do-
nated by the American Multigraph
Sales Co., to the Campbell-Ewald Co.;
a cup, donated by the publishers of
Printed Salesmanship, was awarded to
Miss Alice Roche, Louis F. Paret
Agency, Camden, N. J.

The J. L. Hudson Company trophy
was awarded to Abraham & Straus,
Brooklyn, N. Y.

A bronze cup, donated by The Ma-
sonic News, Detroit, was awarded to
the Addressograph Company, Chicago.

November 3, 1926

ADVERTISING AND SELLING

x Kim

Don't blame
theGvux

Hunting elephants with a shotgun loaded with bird
shot would be an amusing but futile performance. Even
a good marksman must use the weapon and the ammu-
nition best adapted to the game.

When you go gunning for business through advertising,
the same principle should apply. If you are after the
tremendous buying power of Industry, use the indus-
trial papers; if you want the interest and cooperation of
the retail trade, use the publications that the merchants
rely upon for counsel and information; if it is profes-
sional men you want to influence, put your ammunition
in the technical papers — the papers that one engineer
said have been "a thirty year post graduate course
for him."

These are the elephant guns that, in the hands of good
advertising marksmen, are producing real business at
minimum cost.

In all the chief fields of trade and industry you will
find A.B.P. publications that enjoy the dominant posi-
tions. The advertising sections of these papers are the
market places of their fields, and because of the high
editorial standards, you will have the advantage of the
largest degree of reader interest and respect.

We have several booklets that may assist you in the
effective use of business papers — tell us what you want
— perhaps we have the answer. No obligation, of
course.

THE ASSOCIATED BUSINESS PAPERS, Inc.
Executive Offices: 220 West 42nd St., New York, N. Y.

An association of none butlqualified publications reaching the principal
fields of trade and industry

ADVERTISING AND SELLING

November 3, 1926

Advertisers' Index

Ajax Photo Print Co 88

All Fiction Field 81

American Lumberman 8!)

American Telephone anil Telegraph Co. 60

Architectural Record, The 67

Associated Business Papers 95

Automobile Trade Journal 78-79

[*]

Raker's Helper 88

Raker's Weekly 88

Barton, Durstine & Osborn. Inc 31

Ratten Co., Geo 61

Bir m in -linn News, The 7

Hooth Publishing Co 93

Roston Globe, The 74-75

Ruffalo Courier Express 102

Ruffalo Evening News, The 11

Rusiness Bourse, The 60

Rutterick Publishing Co 16

[c]

Calkins & Holden, Inc 83

Cantine Paper Co., Martin 97

Capper Publications 41

Chicago Daily News, The

Inside Front Cover

Chicago Tribune 106

Chilton Class Journal Co 78-79

Christian Science Monitor 35

Cincinnati Enquirer. The 45

Collier's Weekly 65

Commerce Photo-Print Corp 88

Crowell Publishing Co 65

Curtis Publishing Co 15

[d]

Dallas Morning News 86

Denne & Co, Ltd., A. J 88

Des Moines Register and Tribune .... 33
Detroit Free Press .... Inside Back Cover

Detroit Times, The 51

Diamant Typographic Service, E. M... 90

Eastern Distributing Corp 80

Einson-Freeman Co 60

Electrograph Co 66

Empire Hotel 84

Evans-Winter-Hebb, Inc 46

[/]

Fairchild Publications 67

Feather Co, The Wm 90

Federal Advertising Agency 37

Fort Worth Star-Telegram 90

[*]

Gas Age-Record 92

Gatchel & Manning, Inc 50

Gibbons, J. J, Ltd 84

Gotham Engraving Co 104

[*]

House Beautiful 43

Hoyt Co, Charles W 56

Huntting Co, The H. R 76

Igelstroem Co, The John 84

Indianapolis News, The 4

Industrial Power 72

Iron Age, The 39

Iron Trade Review 58-59

[/]

Jewish Daily Forward, The 80

[fc]

Katz Special Advertising Agency .... 53

Knit Goods Pub. Co 88

Krieger Publications 88

[*]

Light 67

Lighting & Lamp Trade Directory &

Catalog 88

Literary Digest 91

[m]

Market Place 92

McCann Co, The H. K 18

McGraw-Hill Rook Co, Inc 52

McGraw-Hill Co 54-55

Mergenthaler Linotype Company

Insert bet. 50-51
Motor Age 78-79

National List Co 86

National Outdoor Advertising Bureau. 47
National Petroleum News .... Back Cover
National Register Publishing Co, Inc. 68

Nation's Rusiness 6

New Yorker 12-13

New York Times 57

[o]

Oklahoma Publishing Co 49

Oral Hygiene 68

[p]

People's Home Journal 100

Perfect Rubber Co 67

Postage 84

Power 14

L>]

Richards Co, Inc, Joseph 3

Robbins Pub. Co 92

[«]

St. James Hotel 80

St. Louis Globe Democrat 69

Savoy Hotel 82

Selling Aid 88

Simmons-Boardman Publishing Co. ..70-71

Smart Set 8

Spur, The 10

System Magazine 98

Textile World 87

West Virginia Paper and Pulp Co.

Insert bet. 66-67
Woman's Home Companion 62-63

A Bond House Breaks
a Tradition

[continued from page 34]

company's in particular. He charted
the entire campaign into five sections:
(1) Attention; (2) Interest; (3) Con-
viction; (4) Desire; (5) Action. The
first four demonstrated how the adver-
tising aided the salesman, outlined the
benefits, and gave specific examples.

THE fifth section — Action or the
Closing, the most vital of all five —
was reserved exclusively for the sales-
man. In short, the advertising secured
the prospect, held his interest, urged
him to buy, convinced him that he should
buy, but only the salesman could make
the actual sale.

Any suspicions which the salesman
may previously have had that adver-
tising would take away his job were
cleared by these charts. After reading
them the salesman lost his prejudices
and realized that advertising was mak-
ing his way easier, and actually pro-
viding him with five prospects where
before there was only one. No longer
was it necessary to do the laborious
missionary work of interesting possible
customers. Advertising did that for
him. His job was to sell, to close — the
most important of all tasks.

Further, the Seven Basics Merchan-
dising Plan caught the interest of the
salesman and encouraged his support
because it raised him above the class
of the order-taker, the ordinary bond-
peddler. The plan made each and
every bond salesman a bond account
executive, a position similar to that of
an account executive in an advertising
agency. Through it, the salesman had
at his command the immediate services
cf:

1. The head of the buying depart-
ment, who could give him the latest
advice on the best purchases.

2. The head of the trading depart-
ment, who would furnish him the best
current bond prices.

3. The head statistician, who knows
the bond trends.

In fact, the entire organization co-
operated in enabling the salesman to
maintain his role of an expert, con-
fidential adviser to his customer — an
authority to be trusted and consulted,
and one always available for service.
This cooperation of the other depart-
ments gave the salesman more time
for selling, because he was able to con-
tinue on the job during the period that
he would be otherwise engaged look-
ing up desired information for his cus-
tomers.

Not only has this A. B. Leach & Co.,
Inc., advertising and merchandising
plan aided in marking a new era in
financial advertising circles, but it has
rendered a further service to the ad-
vertising field as a whole. It clearly
proves the soundness of selling the ad-
vertising to the salesman before selling
it to the public.

November 3, 1926

ADVERTISING AND SELLING

An actual incident at the
Cantine paper coating plant

The two «. *

dinner pails

"One's for pop and the other's for
grandpop> — 'they both work here."

Jhat old trade custom of the
son following in the steps of the father
had a marked influence on the quality of
things produced in days gone by. De-
spite the hurly-burly pace of modern
production, it still persists in some few
localities such as Saugerties, N. Y., the
home of The Martin Cantine Company of
paper coaters.

Like the working of fine silver and the
making of oriental rugs, the coating of
paper will always depend for perfection
on the experience of craftsmen who see
in their work ample incentive for making
it a life calling.

Every one of the foremen in the Cantine
plant has been with the company at least
twenty years and many of them well over
thirty. The present superintendent has
three sons and a grandson working under
him. Such records of long service and
experience are typical, rather than excep-
tional, and account in part for the noted
printing qualities of Cantine papers.

The actual test of printing tells the story of
Cantine specialization. — since 1888. — more
eloquently than words could ever tell it.

The added impressiveness of expensive art
work and engravings printed on a Cantine
quality paper has a vital effect on the sales
value of your completed job.

For sharply detailed color and halftone
work specify. — .Ashokan. For the rich-
ness of soft-focus reproduction on a dull
coated stock. — .Velvetone. For an extraor-
dinary printing and folding job. — Canfold.

t_A handsome steel-engraved certificate is a-
warded 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 distribu-
tor. The Martin Cantine Company, Dept. 366,
Saugerties, N. Y.

Canting £2#£i£

Canfold

Ashokan

Esopus

Velvetone

LITHOCIS

ADVERTISING AND SELLING

November 3, 1926

SEATTLE

— business executives direct 55,000 workers in 1500 factories, rep-
resenting almost one-third of the entire industrial activities of a
state which leads the world in the manufacture of shingles, packs
288,000,000 cans of salmon a year, and saws 6,239,000,000 board feet
of lumber annually. They control the production of $340,000,000
worth of goods annually— an increase of 980% in 15 years.

And here 80.1% of the circulation of ^mag^TnITbus^iess is among the
three groups of men who buy for Seattle business and industries.

PROPRIETARY

CORPORATE OFFICIALS

Presidents 239

Vice-Presidents 57

Treasurers 62

Secretaries of Corporations 47

Bank Cashiers 10

OPERATIVE EXECUTIVES

General Managers and Assistant

General Managers 181

Superintendents and General Foremen .... 1 07

Advertising and Sales Managers 50

Professional Men 24

Comptrollers, Auditors and

Accountancy Executives 22

Office Managars 22

Financial Executives 20

Purchasing Agents 16

Credit Managers 13

Traffic Managers 8

Sub-total ( 80Tl % I 1119

OPERATING AND MISCELLANEOUS

Total 1 100%) 1397

Wherever business is transacted t>« magazine .^business has a definite place
on the desks of the executives who control policies and purchases.

CHICAGO

<7he MAGAZINE of BUSINESS

W# M.. W# JL J JL*JL f K

NEW YORK

J his is

the seventh of a series of analyses of circulation in typical cities. If you missed the first six analyses, write for copies todayt

Issue of November 3, 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 £<► Address Advertising
and Selling, Number Nine East Thirty-eighth Street, New York City

Name

CHANGES IN PERSONNEL

Former Company and Position Now Associated With

Position

W. A. Jensen Wendell P. Colton Co., New York Evans, Kip & Hackett, .... Space Buyer

Media Inc., New York

B. Hagen G. Washington Coffee Refining Co., Same Company Sales Mgr.

New York, Ass't Sales Mgr.

Joseph H. Williams. . Lord & Thomas and Logan, Chicago The Glen Buck Co Chairman of the Board

Chicago
James B. Graham Lycoming Motors Corp., Williamsport, Pa Same Company Vice-Pres.

Pres.
John H. McCormick. .. Lycoming Motors Corp., Williamsport, Pa Same Company Pres.

Gen. Mgr.
Horace L. Hudson. ... The Pennzoil Co., Oil City, Pa Barron G. Collier Co., Acc't Executive

Adv. Mgr. Inc., Cincinnati
O. W. Bennett The Pennzoil Co., Oil City, Pa Same Company Adv. Mgr.

Branch Sales Mgr.
P. R. Moore Klearflax Linen Looms, Inc., Duluth, Minn Same Company Gere. Mgr.

Prod. Mgr.

Wesley W. Winans. . . . E. Sterling Adv. Co., Toronto Guaranty Trust Co Dir. of Adv.

Detroit, Mich.

Aubrey B. De Lacy. . ."Popular Radio," New York The Experimenter Pub. .. .Adv. Rep. for "Radio News"

Co., New York

C. W. Gaskell The Intertype Corp., New York Resigned

Vice-Pres. in Charge of Prod.

Arthur H. Deute The Borden Sales Co., New York Resigned

Gen. Sales Mgr.

Clark C. Stockford C. C. Stockford Co., Toledo, Ohio, Owner Lucile Buhl, Inc., Sales Mgr.

New York

0. R. French Emerson B. Knight, Inc., Indianapolis The Sando Adv. Co Acc't Executive

Indianapolis

L. C. MacGlashan Zenith-Detroit Corp., Detroit Copeland Sales Co Ass't Mgr. of Adv. & Sales

Adv. Mgr. Detroit Pro.

S. Carter Continental Adv. Co., Denver, Colo Rice-Stix, Adv. Mgr.

Owner St. Louis

E. N. Beisheim The Bock Bearing Co, Toledo, Ohio The Timken Roller Ass't to Gen. Mgr.

Bearing Service & Sales
Co., Canton, Ohio

R. H. Croos The Timken Roller Bearing Service & Sales Co Same Company Ass't to District Sales Mgr.

Canton, Ohio, Seattle Branch Mgr.

Norman P. Grant Holford Bottomley Adv. Service, Ltd., The S. M. Masse Co., Copy

London, Eng. Cleveland, Ohio

Ray Winger The American Multigraph & Sales Co., Same Company Adv. Mgr.

Cleveland, Ohio, Ass't Sales Mgr.

Perry T. Blaine The Perfection Stove Co., Cleveland, Ohio The American Multi- Sales Pro. Mgr.

Sales Pro. Mgr. graph & Sales Co.,

Cleveland

Paul W. Sampson The American Multigraph & Sales Co., Same Company Ass't to Adv. Mgr.

Cleveland, Ohio, Editor of Publications

C. S. DeFord Grand Rapids Show Case Co., Chicago The Lamson Co., Inc., Sales Mgr. of Store Div.

Western Sales Mgr. Syracuse, N. Y.

John McKnight "Times," Seattle, Wash "Miner-Echo," Cle Adv. Mgr.

Elum, Wash.

J. R. MacMillan Chas. F. W. Nicols Co., Inc., Chicago Ronalds Adv. Agcy Acc't Executive

Montreal

E. C. Harrington George Batten Co., New York, Adv. Rep The Grey Adv. Service, .... Acc't Executive

Inc., New York

Paul M. Walker 'Chronicle," Dallas. Texas "Oregonian," Portland Adv. Staff

J. W. Read Kling-Gibson Co., Chicago Collins-Kirk, Inc., Acc't Executive

Chicago

A. J. Stahmer Western Engraving Co., Seattle, Wash Clent W. Lee Co Art. Dir.

Seattle

Harry A. Johnston Conde Nast Publications, New York The Sacks Co., Inc Vice-Pres.

New York

James Stack "The American Weekly Magazine," New York.... "The American Legion. .. .Eastern Staff

Monthly." New York

Thomas T. Richards. .. Wagner Electric Corp.. St. Louis \rthur B. Shepard Corp.. Sales Mgr.

Vice-Pres. & Sales Mgr. New York

Neal D. Ivy W. W. Aver & Son, Philadelphia Eastman, Scott & Co Vice-Pres.

Mgr., Phila. Territory Atlanta, Ga.

J. R. Busk Pantasote Co., New York, Adv. Mgr Frank Seaman, Inc Acc't 'Executive

New York

100

ADVERTISING AND SELLING

November 3, 1926

Make easy your entrance
into Small Town Homes by
associating your products
with the helpful service
material of this Editorial
Staff —

Katharine Clayberger, Editor

Mary B. Charlton, Managing Editor

Marion M. Mayer, Service Editor

Josephine Nelson, 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 Maying Courses, School of Household Science & Arts of Pratt Institute

Marjorie Kinney, Supervisor of Clothing Courses, School of Household Science t? 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 Deft, 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

Katharine Lee — in charge of the Beauty Service of the Home- Makers' Bureau of People's Home Journal

Roger B. Whitman — in charge of "Old Homes Made T^ew" Dept. of the Home-Makers' Bureau of People's Home Journal

Dorothy Haldane — in charge of the 7^eedlewor\ Dept. of the Home- Makers' Bureau of People's Home Journal

Thornton W. Burgess — author of the Green Meadow Club Mature Study Stories for children

Irene H. Burnham — Chairman of the Division of Home Maying, in the Department of the American Home,
General Federation of Women's Clubs

Favorite authors: Norma Patterson, Chart Pitt, Agnes Louise Provost, Nelia Gardner White.

A Magazine Devoted to the Interests of the

Younger Women Living in Small Towns

and Rural Communities

November 3, 1926

ADVERTISING AND SELLING

101

eSi6

& Selling

♦ The NEWS DIGEST .

Nov. 3, 1926

Name

CHANGES IN PERSONNEL (Continued)

Former Company and Position Now Associated With

Position

Louis L. Meiine Milwaukee Motor School, Milwaukee Markus-Campbell Co Adv. & Sales Mgr.

Chicago
Jeanne Stevens J. Walter Thompson Co, New York, Copy Lyddon & Hanford Co Copy

New York

Edward T. Bailey '"The Ford Dealers News," New York Resigned

Western Mgr.
A. S. Van Deusen Automotive Supply Co., Chicago "The Ford Dealers Western Mgr.

News," Chicago
H. J. Nagl The Erickson Co, New York Street & Finney Space Buyer

New York
W. J. Effler Win. R. Robinson Co, Inc., New York Street & Finney Ass't Prod. Mgr.

New York

Yale D. Hills The Timken Roller Bearing Service & Sales Co.... Same Company Seattle Branch Mgr.

Portland Branch Mgr.

C. R. Winters Central Advertisers Agcy, Wichita, Kan Resigned

Pres. & Mgr.
L. P. Lessard Coder Incinerator Corp, Secy •. Same Company Pres.

D. T. Stanton Dodge Bros, Inc., Detroit Same Company Dir. of Export Sales

E. E. Bates Northwestern Paper Goods Co, St. Paul McGill Paper Products Co.. Gen. Mgr.

Sales Mgr. Minneapolis

James T. Cambridge. .McKennee & Taylor, Inc., New York Same Company Vice-Pres.

Copy Chief

D. S. Saqui "Jean Val Jean" Cigars, Manufacturer Peck Adv. A gey Acc't Executive

New York

Kenneth L. Snedecor. .Staple-Tied Brush Co, Toledo, Ohio Charles F. Dowd, Inc Acc't Executive

Div. Sales Mgr. Toledo

J. Maclntyre "Ledger," Newark, N. J McKennee & Taylor, Inc.. . Acc't Executive

Adv. Mgr. New York
M. C. Gaveka Rock Island & Pacific Railway Co, Chicago Albert Frank & Co Member of Staff

Chicago

Robert P. Page, Jr. . . . The Autocar Co, Ardmore, Pa Same Company • Gen. Sales Mgr.

New England District Mgr.

I. W. Maier "Journal," Milwaukee, Adv. Dept Same Company City Adv. Mgr.

Theodore L. Brantly. . ."Collier's," New York, Western Mgr Same Company Adv. Mgr.

John E. Williams "Collier's," New York, Adv. Mgr United States Adv Executive Vice-Pres.

Corp, Toledo, Ohio

Henry C. Keifer John D. Boyle, Inc, New York, Art Same Company In Charge of Art Dept.

Evan J. Parker Morgan Engineering Works, Alliance, Ohio Northern Engineering Sales Pro. Mgr.

Works, Detroit

F. H. Peters Phil Gorden Agency, Chicago The Conover Co, Sales Pro. Mgr.

Chicago

Richard C. Hay Rice & Hutchins, Inc, Boston Resigned

Gen. Sales Mgr.

R. A. KeUy Co-Operative Foundry Co, Rochester, N. Y Same Company Sales Mgr.

Acting Sales Mgr.

George H. RiddeU. .. .Domestic Sewing Machine Co, New York Gorham Decalcomania Co.. Treas.

Pres. & Gen. Mgr. Inc, New York

T. B. Stedman Butler Bros, Chicago The Liberty Sales Pres.

Dir. of the Sales Plan Dept. Service, Inc, Minneapolis

C. A. Rose Liberty Poster Co, Minneapolis The Liberty Sales Vice-Pres.

Prod. Mgr. Service, Inc., Minneapolis

C. C. Hamburg Southwestern Bell Telephone Co, St. Louis The Kalon Co, St. Louis ..Partner

Adv. Dept.

Rex Maxon The Ethridge Co, New York, Art Morgan & Bierwirth, Art

Inc, New York

Ben Rogert Frank Seaman, Inc, New York, Art Morgan & Bierwirth, Art

Inc, New York

F. R. Jackson Zenith-Detroit Corp, Detroit, Service Mgr Same Company Adv. & Service Mgr.

A. A. Kuecken Printers, Inc, Detroit, Copy McCord Radiator & Copy

Mfg. Co, Detroit

W. K. Greenebaum. . . Gotto, Garrettson & Mathias Perfection Cooler Co, Vice-Pres. & Sales Mgr.

Michigan City, Ind.

E. D. Hallock Charles Greene Adv. Agcy, New York Morse International Member of Staff

Agency, New York

Name

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS

Address Product Now Advertising Through

M. C. D. Borden & Sons New York Dry Goods The Frank Presbrey Co, New York

The Piso Co Warren, Pa "Piso's" Cough Charles W. Hoyt Co, Inc, New York

Syrup

California Co-Operative Canneries. .. San Francisco, Cal Canned Goods Lord & Thomas and Logan, San Francisco

Inc.

102

ADVERTISING AND SELLING

November 3, 1926

si in
Buffalo

Cj/Je Sunday Courier-Express

CIRCULATION OF BUFFALO NEWSPAPERS

SUNDAY COURIER-EXPRESS . . 154,046

DAILY COURIER-EXPRESS . . 118,588

EVENING NEWS 145,648

SUNDAY TIMES 127,232

EVENING TIMES 107,017

The figures are taken from publishers'
statements to the Government for the per-
iod ending September 30, 1926. The Courier-
Express figures are from June 14, the date
of the merger, while the others are six
month's figures. The figures for the Courier-
Express correspond to those which this
newspaper will report to the Audit Bureau
of Circulation and should be checked against
this bureau's audit reports.

And Buffalo's Only Morning Paper
is Second in Daily Circulation

The figures above show that with an unduplicated circulation of 118,588 copies, the
Morning Courier-Express is a logical buy for any advertiser. It enables him to cover
the Buffalo market through one medium, at one rate, and with no waste circulation

BUFFALO

Lorenson & Thompson, Incorporated

Publishers' Direct Representatives

CHICAGO NEW YORK SAN FRANCISCO SEATTLE

November 3, 1926 ADVERTISING AND SELLING

vsr. The news digest . ,'rvL

eXi&

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS {Continued)

Name Address Prtiduct Now Advertising Through

The New York Lubricating New York "Monogram" Oil Charles W Hovt Co Inc New York

Oil Co.
Rinehimer Bros. Mfg. Co Elgin, 111 '-Elgin' Sanitary Hurja-Johnson-Huwen, Inc., Chicago

School Table

The Art Metal Construction Co Jamestown, N. Y Steel Office Equipment. .George Batten Co. Inc. New York

The Perfeclite Co Cleveland Industrial Lighting The Bayless-Kerr Co., Cleveland

t ixtures
L. Sonneborn Sons, Inc New York Building Construction ... Street & Finney, New York

Materials and Faints

and Varnishes

Westingale Electric Co Chicago "H estingale" Radio Wade Adv. Agcy., Chicago

I Jj ii Receivers

Hammond Typewriter Co New York Typewriters Winsten & Sullivan, Inc, New York

Jersey Silk Mills New York "lruhu" Silks Williams & Saylor, Inc., New York

Pullman Couch Co — Chicago "Pullman" Beds Vanderhoof & Co., Chicago

National Toilet Co Paris, Tenn 1 oilet Preparations Roche Advertising Co., Chicago

Chr. Hansen's Laboratory, Inc Little Falls, N. Y "Junket" Mitchell-Faust Co., Chicago

Purity Dairy Co New Haven, Conn hairy Products United Adv. Agcy., New York

A. F. Gallun & Sons Milwaukee Leather Olson & Enzinger,'lnc, Milwaukee

Happiness Candy Stores, Inc Long Island City, N. Y.." Happiness" Candy Wales Adv. Agcy., New York

Stores

Daniel Reeves, Inc New York Chain Grocery Stores. . .Federal Adv. Agcy., New York

The Lamson & Sessions Co Cleveland, Ohio bolts The Powers-House Co. Cleveland

C. & E. I. Railway Chicago Transportation Albert Frank & Co., Chicago

I. Leon Co New York Oil Pads Arthur Rosenberg Co., New York

International Bedding Co Baltimore Bedding The Green & Van Sant Co., Baltimore

Star Realty Organization Chicago Heal Estate Hurja-Johnson-Huwen, Inc, Chicago

New York Laboratories New York "Snow-i-W hile" Teeth. . .The Evander Co., New York

Whitening

The Wear Proof Mat Co Chicago Floor Mats Wade Adv. Agcy., Chicago

The American Specialty Co Bridgeport, Conn Radio Accessories Albert Frank & Co., New York

& Automotive Parts

Essco Mfg. Co Peoria, III Traffic Signal Lights The Irwin L. Rosenberg Co., Chicago

The Wilkening Mfg. Co Chicago, 111 Piston Rings Behel & Harvey, Inc., Chicago

Grover C. Winn Seattle, Wash Finance Hall & Emory, Inc, Seattle

De Vion, Inc New York Perfumes & Soaps C. P. McDonald Co, Inc, New York

Mme. Yale New York Beauty Culture C. P. McDonald Co, Inc, New York

The Jaywoolf Mfg. Co... New York Knife Sharpeners Thomas M. Bowers Adv. Agcy, Chicago

The Germo Mfg. Co St. Louis Live Stock Remedies. . . .John Ring Jr., Adv. Co, St. Louis

American Fruit Growers, Inc Pittsburgh, Pa "Blue Goose" Fruits ...George Batten Co, Inc, New York

Ambassador Sales Co New York Radio Accessories Albert Frank & Co, New York

The Duesenberg Motors Co Indianapolis Automobiles P. P. WiUis, Inc, Toledo

Horton Mfg. Co Ft. Wayne, Ind "Horton" Electric Lamport-McDonald Co, South Bend, Ind.

Washers & Ironers

The McCullough & Tumbach St. Louis Furs The Porter-Eastman-Byrne Co, Chicago

Fur Co.

The Trimm Radio Mfg. Co Chicago Radio Accessories Collins-Kirk, Inc, Chicago

The American Injector Co Detroit Car Healers Taylor-Eby, Detroit

Warrenton Clam Co Portland, Ore Clams Crossley & Failing, Inc, Portland, Ore.

The Stanley Insulating Co Great Barrington "Stanley" Vacuum J. Walter Thompson, Inc, New York

Mass. Bottles
McBee Binder Co Athens, Ohio Loose Leaf Binders Wm. B. Hall Co, Detroit

& Office Equipment
[neeto, Inc New York "Inecto" Hair Laurence C. Gumbinner Adv. Agcy, N. Y.

Coloring

The MacWhyte Co Kenosha, Wis Wire Rope Maurice H. Needham Co, Chicago

The Trainor National Spring Co New Castle, Ind Auto Springs The Irwin L. Rosenberg Co, Chicago

The Kirstin Mfg. Co Escanaba, Mich Auto. Gasoline Klau-Van Pietersom-Dunlap-Younggreen,

Gauges Inc, Milwaukee

Decorative Arts Guild Ft. Wayne, Ind Art Klau-Van Pietersom-Dunlap-Younggren,

Inc, Milwaukee

Copeland Products, Inc Detroit Electrical Refrigerators. .Campbell-Ewald Co, Detroit

The Sealy Corp Houston, Texas "Sealy" Tuftless Dudley Davis Adv. Agcy, Inc, Memphis,

Mattress Tenn.

The Means Weave Shop Lowell, Mass Handwoven Products . .Wells Adv. Agcy, Inc, Boston Mass.

The Conneway Electric Laboratories. Hoboken. N. J Radio Tubes Whitman Adv. Service, Inc, New York

The Merchants and Miners Baltimore Transportation Baumgartner Adv.-Pub. Co, Baltimore

Transportation Co.

The Lay & Way Co New York "Double Ve" Corsets . . .Lyddon & Hanford Co, New York

The Miller Rubber Co Akron, Ohio Tires and Rubber ;Lord & Thomas and Logan, Chicago

Sundries
Columbian Iron Works Chattanooga, Tenn Water Hydrants & Nelson Chesman & Co, Chattanooga

Valves

ADVERTISING AND SELLING

November 3, 1926

*j<;r-!«

PERFECTION

Perfection is beyond the small power of man to achieve.
It is something he can approach, but never reach.
Our engravings do not, in the strict sense of the word,
attain perfection, but they are as close an approxima-
tion of it as it is humanly possible for the most skillful
artisans in the engraver's craft to make them.

Perfectly equipped, employing only the finest crafts-
men, and maintaining a complete night service, we
offer you the ultimate in photo-engraving satisfaction.

ii 229 West 28th St.

New York City

Telephone: Longacre 3595

The GOTHAM PHOTO-ENGRAVING CO., Inc.

November 3, 1926

ADVERTISING AND SELLING

105

A dvertising
& Selling

. TAe NEWS DIGEST ♦

Issue of
Nov. 3, 1926

NEW ADVERTISING AGENCIES AND SERVICES, ETC.

The Taylor Advertising 489 Fiflh Ave., New York Advertising James I. Taylor, Pres.;

Co. James J. McCambridge, Vice-Pres.;

Werner Stenzel, Vice-Pres., and
Miss L. McKennee Treas.

The Coon Window Chicago Window Display Lloyd L. Coon

Display Co. Service
P. P. Willis, Inc Toledo, Ohio Advertising P.P. Willis, Pres., Benjamin Batch, Vice-
Pres., and C. M. Werning, Sec'y-Treas.

PUBLICATION CHANGES AND APPOINTMENTS

"City Record," Glen Cove, N. Y., "Times,". .. .Have been sold to Frank M. Dunbaugh, formerly associate editor of the "Review,"

Bayville, N. Y, and the "News," Oyster Bay Bronxville, N. Y.

"Ledger" Fairfield, Iowa, and the "Sun," Appoint the G. Logan Payne Co, Chicago, as their National Advertising Repre-

Jamestown, N. D. sentatives.

"The American Thresherman," Madison, Wis. . Appoints J. C. Billingslea, Inc., Chicago, as its Chicago Advertising Representative.
"The Carolina Retailer," Winston Salem, Has been sold by the Carolina Retail Publishing Company to the North Carolina

N. C. Merchants' Association

"La Razon," Buenos Aires, Argentina Has appointed Joshua B. Powers, New York, as its Advertising Representative in the

United States.

"North American Review," New York Has been sold by George Harvey to Walter Butler Mahony, New Y or k.

"Enquirer," Cincinnati Appoints Paul Block, Inc, as its National Advertising Representative.

The Simmons-Boardman Publishing Co Has purchased the "Railway Review," Chicago.

New York
"Leader Tribune," Marion, Ind, and the Appoint the G. Logan Payne Co, Chicago, as their National Advertising Repre-

"News," Parkersburg, W. Va. sentatives.

"Times," Pekin, 111 Appoints Allen-Knapp Co. as its National Advertising Representative.

"Chief," Perry, Iowa Appoints A. R. Keator, Chicago, as its National Advertising Representative.

"Supplemento Semanal IUustrado," Brazil ...Appoints Joshua B. Powers, New York, as its National Advertising Representative in

the United States.

"Register," Richmond, Va Appoints Frost, Landis & Kohn, as its National Advertising Representative.

"Budget," Brookfield, Mo Has suspended publication as a daily newspaper and will be issued as a tri-weekly.

"Oil Age," Los Angeles, Cal Appoints Robert E. Powell, New York, and Alexander Rattray, San Francisco, as its

Eastern and Northern California Managers, respectively.

"Poultry Success," Springfield, Ohio Appoints L. H. Mitchell as its National Advertising Representative.

"Oil Age," Los Angeles Appoints Jones & Sale, Chicago, as its Representatives in the North Central States.

"Hawk-Eye," Burlington, Iowa Appoints Cone, Hunton & Woodman, Inc, New York, as its National Advertising

Representatives.

"Times," Orlean, N. Y Appoints George B. David Co., New York, and A. R. Keator Co, Chicago, as its

National Advertising Representatives.

MISCELLANEOUS

"Draperies," New York Name changed to "Draperies & Decorative Fabrics."

Hobart Mfg. Co, Troy, N. Y Has acquired the Crescent Washing Machine Co, New Rochelle, N. Y. This business

will operate as a separate unit of the Hobart Mfg. Co.
Rodney E. Boone Publishers' representative, will open a San Francisco office. F. M. Van Giesen will

be in charge.

"Automotive Merchandising," New York Has opened a Detroit office. Ray Miller is in charge.

New York Advertising Agency, New York.... Name changed to Small, Lowell, Inc.

The American Newspaper Publishers' Announces that the "Post," Morgantown, W. Va, and the "Daily Courier" of the

Association Oranges and Maplewood, N. J, have been elected to membership.

The G. Logan Payne Co, Chicago Has purchased and reorganized the firm of Payne, Burns & Smith, Inc, New York.

The new name will be The G. Logan Payne Co. (Effective Nov. 1).

A. A. Butterworth Has assumed control of the Keystone Publishing Co, Inc, Los Angeles.

The Associated Business Papers, Inc, New Announces that "Motor Trade," and the "Canadian Drygoods and Women's Wear,"

York both of Toronto, Canada, have been admitted to membership.

CHANGES IN ADDRESSES

Advertising Agencies and Services, Publications, etc.
Name Business From To

CecU, Barreto & Cecil Advertising Agency Richmond, Va 247 Park Ave, New York

(Main Office)

W. L. Erann, Inc Advertising Agency 125 Park Ave, New York 270 Madison Ave, New York

Acorn Agency, Inc Advertising Agency 56 West 45th St, New York 67 West 44th St, New York

Sando Advertising Co Advertising Agency Bobbs-Merrill Bldg, 960 No. Meridian St, Indianapolis

Indianapolis
Charles Austin Bates Advertising Service 33 West 42d St, New York 67 West 44th St, New York City

DEATHS

Position Company Date

Merck Director & Founder Merck & Co., Rahwav, N. J Oct. 21, 1926

John G. Shedd Chairman of the Marshall Field & Co, Chicago Oct. 22, 1926

Board

Name
George

ADVERTISING AND SELLING

November 3, 1926

ihe Business Survey ofThe Chicago Tribune

offers here a miscellany of fact and comment on zone mar-
keting, the Chicago Territory and The Chicago Tribune.

Fro m t h e

For the first nine months of 1926 The Chicago
Tribune carried

27% more total display advertising

49% " national display "

19% " local display

49% " classified
than any other newspaper in Chicago

FRED W. Shibley, vice-president of The
Bankers' Trust Company, at New York,
was asked by a reporter for Advertising and
Selling what steps were taken by the bank in
putting a sick business back on its feet. His
reply was in part as follows:

"We first take a map of the United States,
blank except for outlines of the states and
their names, and in each state enter the pres-
ent sales in each state. Next we study the po-
tential sales in each state, based on popula-
tion, and later enter these figures on the map.
Then we study the cost of getting those goods
to those states, and the various factors as
represented by the various maladjustments of
marketing. Frequently we find that sales are
very spotty and that certain states that pre-
sent a large potential market have received
scarcely any attention; or, on the other hand,
we discover sometimes that the biggest dis-
tribution is in remote states which represent
sales and shipping expense which could be
avoided by the simple expedient of cultivat-
ing territory closer home."

Runaway Specific Nationalize

Small homes Personalia

Fistful Anachronism

TOWER

NATIONAL/T/S

(pernicious)
"For example, in another territory a
loss was registered by all dealers who
bought less than SI. 000 yearly. Thus 57
accounts out of 69 were a dead loss. In
one territory 74 per cent of the dealers
accounted for only 26 per cent of the
sales, yet 60 per cent of the total selling
expense was spent on them. In another
territory 81 per cent of the sales came
from 25 per cent of the customers and
:ent of the sales-were
it of the retailers."

William R. Basset
i Advertising and Selling

Business is particularly good in the Central
States. Pessimists find gloom hard to sell.
Building and industry are setting new levels.
Merchandise is moving in a steady stream in
the Chicago territory. Dealers' shelves are
emptying regularly. State Street alone is sell-
ing retail goods at the rate of S190,000 an
hour— $450,000,000 a year.

28,701 furnaces, refrigerators, bathtubs,
roofs, doormats, just for new Chicago homes.
That was the number of building permits
issued the first nine months of this year.
Growth demands it. Federal estimates show
that Chicago is growing faster even than
New York. Greatest is the demand for
small homes with two and three bedrooms

Portion of
a photograph
of Tribune
Tower by
Raymond
Trowbridge.
Awarded
first prize
at the Chicago
Art Institute
as the best
commercial
photograph of
the year.

— five and six rooms in all. This is the type
for designs of which The Tribune is offering
$7,500 in twenty cash awards.

More than 2,400 architects have responded
to the announcement of the award. Civic
leaders, large employers, homebuilders ap-
plaud. The A. I. A. approve. A new era of
domestic architecture is begun.

Personal ia

Friday, September 25, the circulation of The
Daily Tribune rose to 905,000. This was the

highest figure in our history Next door

to Tribune Tower
the temporary roof of
the new press room is
being laid. With it
The Tribune will
have 80 press units,
each capable of print-
ing 16 page sections.
The capacitv will be
432,000 copies of a 42
page paper per hour

Walter Ecker-

sall, greatest quarter-
back of all time and
one of the Tribune's
greatest sport writers
will referee the social
event of the season,
the Army-Navy
game in Grant Park

Stadium Thomas Sullivan, compositor,

this month completed sixty-two consecutive

years in The Tribune's employ James

O'Donnell Bennett, when last heard from,
was in Indiana collecting new impressions
for his history-making Chicagoland series.

SIDNEY SMITH.
creator oj Andy Gump,
impresario comique to
the nation. 280 news-
papers use llns Tribune
feature. That's leader-
ship!

A Singie Market, Size One-fifth
of America

The scope of our trading centers, the radius d)

nur market zones, have no counterpart. Thl

lead editorial in a late issue of Advertising and

Selling voices the usual surprise. To picture

a single market as comprising five states is a

zerench for the vertical mind. Yet every day

manufacturers are selling profitable volume in

one market, Zone 7, which is Illinois, Indiana,

Iozva, Wisconsin and Michigan. Through one

newspaper they are reaching 60 per cent oj the

families in 1,151 towns in the Chicago territory.

Through The Chicago Tribune alone they are

reaching one-fifth of the buying power of the

nation.

* * *

Anachronism

"West?" "Middle West?" Why?

(^ENTURIES ago, before Clark and Kit
^^ Carson brought the states beyond the
Rockies into the geography books, the At-
lantic coast settlements were the point of con-
tact between the Old World and the Ameri-
can frontiers. The Mis-
sissippi Valley was the
country's West. But
floods of pioneering
gave economic and
political recognition to
the Pacific States.
The West moved to
the new seaboard.

With the movement
the umbilical impor-
tance of the Eastern
coastal towns dimin-
ished. As is often the
case the tides of life
swept by them. Yet
esteemed dignitaries play as in a dream
with old images and dead words. To them
all beyond the Hudson is "West, Middle
West, Western States."

There is a quaint air of provincialism about
it, characteristic of Manhattan. Sacrosanct
island! Imagine it — East and West! Nothing
in between!

Where the national idea is a factor, the
Central States are truly central. Geographic-
ally, in population, manufacturing, in the pro-
duction of important minerals, in food pro-
duction, in transportation and distributive
facilities, in buying power and desire and
activity, the Central States are the nucleus of
the nation. Pop Toop

mvember 3, l')2v>

ADVERTISING AND SELLING

R O I

LAN

V.V/

Jfcfaitt*^

In addition to the vast
number of dwelling places
built in Detroit during
the firsi 9 months of
1926. 11 hotels, 672 stores,
14 office buildings, 12
banks, 115 shops and fac-
tories. 28 schools, etc..
were banked up against
Detroit's skyline.

in, 9 Months \
for Homes ,

Out of the $142,618,-

734 invested in
buildings in Detroit
during the first nine
m onths of this vear,
$92,000,000 was put' into
homes alone — just for
places where folks can
live. 8,945 single homes
were built at a cost of
$41,615,000. All of these
figures represent a de-
cided gain over the 1925
totals and clearly place
Detroit as the Third City
in building operations.

This is only indicative
of the huge market daily
existent in Detroit for
merchandise of every
conceivable sort — of the

business activity in
Detroitland that as-
sists so directly in
making advertising
here more productive.

In this market The
Detroit Free Press pro-
vides adequate coverage.
This does not imply that
every home is available
for your selling message
through this newspaper,
but you do secure a
selective circulation that
enables you to concen-
trate upon the best of
all types of homes in
Metropolitan Detroit,
making every agate line
used produce best — cost
less.

W$z |Bjetrxrit $xtt l$xz$$

"Starts the Day in Detroit"
VERREE & CONKLIN, INC., National Representatives

New ^ ork

Chicago

Detroit

San Francisco

Published

Weekly

from

812 Huron

Road,

Cleveland,

Ohio

MEMBER: A. B. C.

he annual editorial cost of
National Petroleum News is
greater than the total advertis-
ing and subscription revenue
of many publications in its
field. Its telegraph bills alone
would pay the editorial salaries
of many a lesser business paper.

Branch

Offices:
TULSA
CHICAGO
NEW YORK

HOUSTON

MEMBER: A. B. P.

NATIONAL PETROLEUM NEWS

PUBLISHED FORTNIGHT*^

NOVEMBER 17, 1926

15 CENTS A COPY

In this issue:

"1 Gotta Get Up an Ad" By G. Lynn Sumnkr; "What We Learned in Sell-
ing Direct" By O. B. Westphal; "The Modern Trends in Business Man-
agement" By Fred W. Shibley; "Inflated Circulations" By }. H. Fahey;
V. Financing Sales Outlets" By W. K.Weaver; "On Buying Space" By E. D.W.

ADVERTISING AND SELLING

November IT, 1926

utting Oil Heat

in Chicago Homes

l\l< ' u-ll' i I advertising is
placed by the Mitchell-
Faust Advertising Company

Member of the 100,000
Group of American Cities

Certainly the choice of a
heating system is a family
matter — a subject for ad-
vertising, above all, in a
home newspaper.

The Winslow Boiler and
Engineering Company capitalizes
this fact in their advertising in
Chicago of "Kleen-Heet" oil-
burners. This year they are run-
ning a consistent and aggressive
campaign in The Daily News,
using more space than in any
other Chicago paper.

If your product is of interest to
the family you simply can't go
wrong in Chicago in

THE CHICAGO DAILY NEWS

First in Chicago

Advertising
Representatives:

NEW YORK

CHICAGO

DETROIT

SAN FRANCISCO

. B. Woodward
10 E. 42d St.

Woodward & Kelly
360 N. Michigan Ave.

Woodward & Kellv
Fine Arts Building

C. Geo. Krogness
253 First National Bank

Published every other Wednesday by Advertising Fortnightly, Inc.. !1 East 38th St.. New York, N. Y. Subscription price $3.00 per
yeai Volume 8 No. 2. Entered as second class matter May 7, 1923, al Post Office at New York under Act of March 3. 1879.

November 17, 1926

ADVERTISING AND SELLING

Tie

UJF€ sway

of every motor is
written in OIL

J r-\ESERTED. in the quiet of the garage, stand long lines of
1_V cars, touched here and there by dusty fingers of sunlight
What a story the doctor's weather-worn coupe could tell of
:e with death through a cruel sleet-torn
n.ght

And what entertaining yarns that globe-trotting landaulct could
spin of the strange dark ways of Algerian i

While the yellow roadster s «lc would be a bitter one and
sad, of a proud, young engine, burned-out in its youth thtough

One of a

s 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" 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.
255 Park Avenue, New York City

£\ICHARDS * * * Facts First * * then Advertising

ADVERTISING AND SELLING

November 11, 1926

Multiply this picture a

hundred thousand times

IT is not by chance or accident
that The Indianapolis News
is the home newspaper of Indian-
apolis and the Indianapolis
Radius.

It is the home newspaper by
deliberate design and 57 years
of constructive, intelligent effort
toward that end.

The News is edited for the home.
It has strict ethical advertising
standards. It has always respect'
ed and reflected the highest in-
terests of its readers.
The News is made up for the
home reader. It does not segre-
gate news and advertising, but

carries news matter straight
through the paper, with some-
thing of absorbing interest on
every page. The second section
is as interesting as the first.

By being a home newspaper and
first of all a newspaper ,The News
has become, naturally, Indiana's
greatest advertising medium. The
advertiser buys far more than
mere transportation for his mes-
sage. He buys, legitimately, the
use of The News 1 influence in
the home, where sales are made
— an influence that has scarcely
been surpassed in the history of
American journalism.

Multiply the picture above a hundred thousand times, visw
alize The J^iews as the trusted friend in a hundred thow
sand families, and you will have a true picture of a part
of its enormous and unduplicated service to the advertiser.

THE. INDIANAPOLIS NEWS

New York, DAN A. CARROLL
110 East 42nd Street

Frank T. Carroll, Advertising Director

Chicago, J. E. LUTZ
The Tower Building

November 17, 1926

ADVERTISING AND SELLING

Everybody's Business

By Floyd W. Parsons

FOR several months I
have been engaged in
a study of the diet
question, and never has
anything appealed to me as
of more interest or impor-
tance. It is literally true
that "We are what we eat."
It is also a fact that human
health is the most important
factor in the success of in-
dividuals, and in the effi-
ciency of groups of workers.
One of the greatest prob-
lems of management today
is absenteeism due to sick-
ness. We are rapidly com-
ing to a time when company
officials will be obliged to
give attention not only to
their own eating habits in
the interest of business effi-
ciency, but will be com-
pelled to give thought, also,
to the diet of their em-
ployees for a similar reason.
The subject is so big that
not much can be said about it on a single page. But
here are a few brief statements that at least may
start a line of thought. The diet problem is surrounded
by such a wide diversity of beliefs that the average
layman soon becomes lost in an ocean of conflicting
opinions. He is likely to conclude that no one knows
very much about the subject and therefore he might
as well go on eating whatever he likes.

There is also the idea that dieting means a lot of
bother and considerable personal sacrifice. "If a
rational diet means that I must give up eating for
pleasure," he says, "then I'm for a merry life and a
short one. People who talk about trading years of
life for hours of fun do so only because they believe
that possibly they may be able to have the fun without
paying for it. Incorrect eating habits run up a bill that
must eventually be settled.

The curse of the present day is devitalized foods.
Rice, corn, wheat, sugar and many other common
foods have been subjected to processes that have made
them beautiful rather than nutritious. Refined sugar
is an abomination to the body. White bread is a great
source of energy and in the cases of most people is
easily assimilated, but it provides no roughage and
has been deprived of those vital elements known as
the organic salts. People can starve to death on an
energy-producing diet. Proteins, fats and carbohy-
drates supply heat and to some extent replace worn-
out tissues. But we cannot continue in health unless
we take into our bodies the organic salts possessed of
electro-magnetic properties and acting as building
stones for those vital cementing agents known as the
vitamins.

Undoubtedly a majority of human ailments come as
a result of acidity. The first step to a rational diet is
to know what foods are acid-forming, and which are
alkalin-forming. In the list of acid-forming foods we
can include meats, fish, poultry, egg-white, legumes

Primitive stone mill used by our forefathers

(dried peas, beans, lentils),
visceral foods, animal fats
(except cream, butter and
egg -yolks), plums, cran-
berries and rhubarb, all
cereal grains (bread, break-
fast foods, etc.), and prac-
tically all foods high in
protein.

The important alkalin-
forming foods comprise all
fruits, fresh and dried, ex-
cept large prunes, plums
and cranberries. Contrary to
common opinion, the citrus
fruits such as oranges,
grapefruit, limes and lem-
ons, are especially high in
alkalin - forming qualities.
Practically all vegetables
produce an alkalin effect in
the body, except rhubarb
and the legumes mentioned
above. Milk and nearly all
varieties of berries are like-
wise alkalin-forming.

A glance at the lists of
foods above will convince anyone that the majority of
people, especially in the city, live largely on foods
that form acids in the body. With this condition ex-
isting, it is no wonder that we are so easily subject to
colds and other disorders that are caused largely by
accumulated poisons resulting from an unbalanced diet.
The solution of the problem for us is to plan our meals
on at least a three-to-one alkalin basis. In other
words, seventy-five per cent of the things we eat should
be alkalin-forming, and only twenty-five per cent acid-
forming. It is probable that many people at various
times actually reverse these figures.

One of our present difficulties is the propensity of
ourselves, and of many doctors, to accept as truth
many fallacious notions that have been handed down
to us. Milk can be taken with citrus fruits as it can
with apples, pears or berries. On the other hand,
starches should not be combined with milk, meat or
tart fruit. When meat, fish, eggs or cheese are eaten
at a meal, it is essential that they be balanced with
vegetables and fruits. An orange can be as well eaten
before going to bed as can an apple. The tomato, like
many fruits, contains acids and is not alkalin when
eaten, but when these acids are burned in the body,
they leave behind an alkalin salt. The tomato is highly
beneficial in reducing the acidity of the blood and re-
moving uric acid from the system. The oxalic acid
it contains is so negligible that there is no basis for
the notion that tomatoes should be excluded from the
diet of people suffering from gout and rheumatism.

Much of the foregoing is contrary to popular belief
and that is just why I am setting it forth here. My
studies of recent research and extensive conversations
with our leading dietitians have aroused my interest
in getting at the truth. There can be no doubt that
we are at the dawn of a new era in eating. It will
be a revolution in which education of the public through
advertising will play the most important part.

ADVERTISING AND SELLING

November 17, 1926

*r>

NO SIDE TRIPS
ALLOWED

The highroad of advertising has a
remarkable number of appealing side
paths and woodland lanes branch-
ing out into unknown directions.

Sooner or later almost every
advertiser looks upon these pleas-
ant paths and is allured by them.
Somebody in the organization has
a brand new scheme— the kind that
is "different". Somebody outside
steps in and sells a neat trick. Some
fertile brain conceives a whale of a
"stunt" idea.

So the advertising manager dips
into his appropriation, cuts down
the schedule, and goes off with
part of the company's liquid assets
and a good deal of romantic hope-
fulness.

Advertisers who indulge in
these little escapades, advertisers
who shop around for ideas and
policies, usually profit in only one
way — in experience. A less adven-
turous, but a better way to promote
a business is to study the objective
which the advertising should ac-
complish — and then keep eternally
and continuously after it.

CALKINS £> HOLDEN, Inc.

147 PARK AVENUE • NEW YORK

«£

November 17, 1926

ADVERTISING AND SELLING

Photo-Engraving Leaves No Feed Unsold

Picture a package and the product will sell,
because you identify it in the public mind.
Go farther and portray the environment in
which it is made, sold or used and you es-
tablish its market.

Photo-engraving has helped to establish

many odd and interestingbusinesses-among

them the poultry feed industry.

The picture of the healthy, productive

hen and her happy family "leaves nothing

untold."

The feed manufacturer who uses photo-
engravings most, prospers best, because his
appeal is universal — it cannot be mis-
understood.

The American Photo-Engravers Associa-
tion numbers in its membership many crafts-
men who make printing plates so graphic
that, like the porcelain nest egg. thev would
carry conviction even to an unlettered hen.

The biographical booklet "The
Relighted Lamp of Paul Revere"
supplied on request.

The tools of advertising have developed in
keeping with American progress in other
lines. Today photo-engraving affords ad-
vertisers possibilities that were unknown a
few years ago. Rotogravure presses, mul-
tiple color presses, the stupendous increase
in color advertising, larger editions of news-
papers and increased competition for atten-
tion, all have thrown a very heavy burden
on phato-engra vers. In my humble opinion,
good photo-engravers are able to solve most
of the printing problems that are worrying
advertising directors, art directors, adver-
tising managers and agencies--IF the photo-
engravers are brought into the picture from
the start.

Photo engraving is so technical that prob-
lemsmust be solved by those whoare familiar
with the technical factors. It has been prov-
ed time and time again that slight variations
in the effect of advertisements frequently
have a tremendous effect on their pulling
power. Those who prepare advertising
should seek the advice and help of engrav-
ers when there is still an opportunity to
follow their suggestions in making over
originals, the selection of screens, etc.
Advertising owes sincere appreciation to
certain photo-engravers who have given so
freely of their time and money to advance
advertising through their art.

Vice President Ralston Purina Company
President Association of National Advertisers

AMERICAN PHOTOENGR AVERS

©ASSOCIATION©

GENERAL OFFICES ♦ 863 MONADNOCK BLOCK <• CHICAGO

ADVERTISING AND SELLING

November 17, 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 New York

Are you looking for a place that is smart . . .
uncrowded . . . 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 thou-
sand miles of macadam highways. Crumbling
beauty is beheld from luxurious automobiles . . .
with specially constructed six-twin wheeled Ren-
ault cars for the desert trips. And excellent ac-
commodations are found in the 31 famous Trans-
atlantique hotels.

Fifty-seven day de Luxe itinerary in this trop-
ical playground . . . includes the crossing of the
Mediterranean, a private automobile and all hotel
expenses . . . #1450. Or a ten 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 . . . beginning with
the six days of unexcelled service and cuisine
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. Overnight . . . the Riviera.
Just a day across the Mediterranean . . . North
Africa.

< 3r 9 enehJlrie

INFORMATION FROM ANY FRENCH LINE ACENT OR TOURIST OFFICE. OR WRITE DIRECT TO
19 STATE STREET. NEW YORK CITY

November 17, 1926

ADVERTISING AND SELLING

The Ripple
of Advertising Dollars

THROW a stone into a appearance of the money

small pond and you can invested,

watch the waves created by The idea of §elling tQ a hun _

the disturbance strike its four dred milHon people is allur _

shores. Cast that stone into ing> fiut if k ig a million

the ocean and you will observe doUar j obj the manu f acturer

no effect beyond the splash witn a hundred thousand dol-

that precedes its final disap- kr appropria tion better not

pearance. attempt it.
An advertising appropriation
thrown into a market is much
the same as a stone thrown
into the water. Ii the territory
is properly limited, the interest

waves created by the adver- accounts. They would be

tising will be of some conse- better offif they concentrated

quence. If the territory is too one dollar each on a few

large, the only effect will be prospects in lieu of flipping ten

the splash that marks the dis- cents each at many prospects.

Many business houses are
straining for thousa?ids of ac-
counts when the funds avail-
able are barely sufficient to
properly develop hwidreds of

If "The Third Ingredient in Selling" is the name of a new book
' I which discusses ways and means of getting the most out
t| of your advertising dollars. Complimentary copies are

J^ available for executives interested in this vital subject. Jt.

James F. Newcomb & Co. inc.

Direct Advertising :: Merchandising Counsel

330 SEVENTH AVENUE, NEW YORK, N. Y .

ADVERTISING AND SELLING

November 17, 1926

HOT-SPOT" MARKETS

Your sales grow fastest where the interests
of your prospects are the warmest. Your
markets expand in the favoring atmosphere
created by your advertising media.

Super-power advertising in the All-Fiction
Field takes you direct to "hot-spot" markets
where interests are keen and enthusiasms
warm. It is a young-hearted, young-minded
audience that reads the sixteen magazines
comprising the All-Fiction Field.

Fiction, the love of Romance, creates an un-
usually favoring atmosphere for the growth
of ideas, the spread of imagination. And
where ideas flourish and imagination takes
wings, there is the ideal market for the alert
advertiser. Why not send your message to
these hot-spot markets?

2,780,000.

Members Audit Bureau of Circulations

All-Ficlio^F 1 ^

Magazines of Clean Fiction

New York Chicago

Boston

San Francisco

November 17, 1926

ADVERTISING AND SELLING

Good Business

and

GOOD WILL

What service has this Magazine

rendered its readers and advertisers to win such Good

Will ? And how does Good Will concern Good Business?

/ "pHE success of Good House-
■*- keeping is due primarily ro its
women readers.

They have looked to this maga-
zine to help them in the progress
of their homes. By the aid and in-
spiration found here their faith has
been justified, and Good House-
keeping has succeeded through
serving its readers first of all.

Year after year American women
have conducted their homes and
bought the things that go into
those homes through their reading
of Good Housekeeping.

They have personal experience of
continuous service. It is their con-
firmed Good Will that accounts
for advertisers' success in Good
Housekeeping.

In order that readers may regard
the advertising pages of Good
Housekeeping with a confidence
equal to that with which they read
the editorial pages, every adver-
tisement is guaranteed.

Every advertisement is guaranteed
because every product advertised

HOUSEKEEPING IS

A BUSINESS, TOO

There is no trade or business in
the world that is so generally
necessary to human happiness as
housekeeping.

Good Housekeeping is an essential
aid in carrying on an essential
business. And the study, prepara-
tion andserving of food is no small
part of that business. Here, too,
Good Housekeeping renders au-
thoritative and reliable aid.

For ez/ery phase of Good House-
keeping — whether it be articles on
food, labor sating devices and ap-
pliances, fashions, interior deco-
ration, the care of children, or
entertaining fiction — contributes
effectively to the business of house-
keeping.

Good Housekeeping INSTITUTE,
Good Housekeeping STUDIO, and
Good Housekeeping BUREAU of
Foods, Sanitation and Health are
parts of an organization that con-
stantly maintain Good Houskeeep-
ing's recognized standard of excel-
lence, a standard well known to
all who know the magazine.
Thus readers of Good Housekeep-
ing possess every month a complete
and reliable plan for operating
the business of housekeeping. They
carry on this essential business
with the guess-work taken out.

GOOD HOUSEKEEPING

Chicago

new YORK

BOSTON

has first been investigated to
make sure that it could be guar-
anteed to readers.

The number of different advertisers
in Good Housekeeping and their
persistence in using its pages in-
dicates a Good Will founded on
profitable experience.

After all, Good Business — endur-
ing Good Will — is to be found
only where buyer and seller are
both pleased, not once in a while
or occasionally, but right along.

Good Housekeeping is bought
and used by more than a million
and a quarter women every month.
Advertising space is profitably
purchased in Good Housekeep-
ing by more advertisers than in
any other of the leading women's
magazines.

To read and use Good Housekeep-
ing is Good Business for women
with homes to keep efficiently and
attractively. To use this magazine
is consequently Good Business
also for our advertisers.

Good Will and Good Business
naturally go with Good House-
keeping.

This is the eighth in a series.

ADVERTISING AND SELLING

November 17, 1926

Is he laboring under Distance-Burdened

Merchandise P

Even the beat salesmen and finei
chandise cannot attain full volume in
competition with houses whose branch
plant service is a clinching sales argument

- then don't expect full volume from the South

BARRING that small minority of merchandise to which
distance lends enchantment, goods bearing the weight
of heavy freight charges and slow service are looked on
with disfavor today. No longer can industry hope to serve
the entire United States from any one point, however
centrally located.

As a result, industry is carefully spotting branch facto-
ries to adequately serve its major markets from close by,
overnight," as modern merchandising condition demand.

The South is not only a major market — it is the fastest
growing market in the United States. The building pro-
gram, the buying of motor cars, high-priced home equip-
ment, modern office equipment, railroad tonnage, bank
clearings, insurance reports, post office figures, and all other
truly representative statistics show this to be a market of
immense importance to every producer.

Leaders of Industry Select Atlanta
The point of greatest economy from which to serve this
rich market is Atlanta. Transportation is at its best here.

Production economies are a major attraction. Raw mate-
rials, labor, power, moderate taxes, sites, building costs —
all contribute generously to profits from Industrial Atlanta.

A total of over 600 nationally known concerns, with the
full facts before them, have chosen this city as Southern
distribution point. In an amazing number of cases these
Atlanta branches lead the country not only in percentage
of increase, but in volume of sales as well — exceeding
quotas year after year because of the rapid growth of the
territory, and the economy of serving it from this point.

A Complete, Valuable Survey Made Free
The Atlanta Industrial Bureau is prepared to make,
without charge, a special, confidential Industrial Survey
for your business. Every economic factor will be presented
in its relation to your business, and every statement will be
thoroughly authenticated before it is laid on your desk.

All correspondence held strictly confidential.

Write to Industrial Bureau

Atlanta

2054 Chamber of Commerce

Industrial Headquarters of the South

November 17, 1926

ADVERTISING AND SELLING

Sell in the Northern g Counties

— The Major Market of the Metropolitan District

HE Northern 9 Counties comprise the major market
of the Metropolitan District.

Of a population of 8,500,000 in the Metro-
politan District, the Northern 9 Counties in
New Jersey total 2,600,000 — larger than
Manhattan or Brooklyn or all of the rest of
the boroughs and suburban counties combined.

In the Metropolitan District in 1923, 1,062,-
797 people reported incomes — 231,872 of
them from the Nine Counties; more than re-
ported incomes from any other city in the
United States save Chicago.

In Retail Outlets, the Nine Counties have 11,460 grocery
stores — more than any city save New York; 966 drug
stores — more than any city save New York, Chicago and
Philadelphia; 1,556 hardware stores — more than any city
save New York and Chicago.

In volume of business transacted, the Nine Counties are
surpassed only by four cities: New York, Chicago, Phila-
delphia and Boston.

In value of buildings under construction, the Nine Counties
are exceeded by only five entire states : New York, Pennsyl-
vania, California, Illinois and Florida.

In dwellings wired for electricity, only eight entire states
exceed the Nine Counties in number; only three in the per
capita consumption of electricity.

In this section of the Metropolitan District market
CHARM, the magazine of New Jersey home interests, oc-
cupies a predominant place.

Its circulation is the largest of any magazine; and it con-
centrates exclusively upon more than 80,000 of New Jersey's
finest and most desirable families.

Xew Jersey suburbs are the largest,
and, from the marketing standpoint,
the most important section of Metro-
politan New York.

CHARM

c/ne Qsfwawinc of
Qj/£W lerscii SipmjL jntaxsis

Office of the Advertising Manager, 28 West 44th Street, New York

ADVERTISING AND SELLING

November 17, 1926

When a great

entered

it first covered the key trading area

The principle it established in locating its
first twenty-two stores parallels the principle
national advertisers should follow in Boston

SOME years ago the great Liggett drug chain
entered Boston.

The heads of this chain are Boston men.
They know Boston merchandising conditions.

Their first twenty-two stores were located
entirely within the 12 -mile area recently defined
by the Boston Globe as the key trading area
of Boston.

During 1923, 1924 and 1925, fifteen new
Liggett stores were opened within the 12 -mile
area in which the circulation of the Sunday
Globe leads.

Store location by chain stores and national
advertising coverage bear a close similarity in
principle. Both seek to reach the greatest
possible number of customers in the area of
highest per capita buying power.

Granting the desirability of reaching every
possible customer neither the chain store nor
the national advertiser expects such a result.
In locating stores — in planning advertising, the
practical objective becomes coverage of the
leading shopping center.

Boston's key trading area

That area has been defined accurately by the
Globe's survey of department store deliveries
made through the Clearing House Parcel
Delivery. It is outlined on the map here printed.

In this key trading area the Sunday Globe leads
all other Boston Sunday newspapers in circu-
lation. And the daily Globe exceeds even the
Sunday in total circulation in this same area.

That is why the Boston department stores
use in the Sunday Globe as much space as in all
the other Boston Sunday newspapers combined.
That is why these same stores used the daily
Globe during 1925 in greater volume than any
other single Boston daily.

And the Liggett stores, both in location of
outlets and in advertising confirm this principle.
For the Liggett chain, too, places great con-
fidence in the Boston Globe.

Boston merchants point the way
for national advertisers

Within the 12 -mile trading area of Boston are
1,700,000 people with a per capita wealth of
$2000.

They supply one of the foremost Boston de-
partment stores with 64% of its charge accounts
— to their homes go 74% of all package deliveries
by all department stores.

This is the key trading area of Boston. Ad-
vertise in it first through the Globe. Let the
Globe bring to retailers of your product the
rapid turnover that every worth-while retailer
wants.

November 17, 1926

ADVERTISING AND SELLING

drug store chain
Boston

Total net paid circulation is

279,461 Daily
326,532 Sunday

It is pretty generally true in all
cities with large suburban popu-
lation 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.

In the Area A and B,

Boston* s 12>mile Trading Area, are

64% of a leading department

store's charge accounts
74% °f a R department store

package deliveries
61 % of all grocery stores
57% °f a R drug stores

Here the Sunday Globe delivers 34,367 more copies than the

next Boston Sunday newspaper

The Globe concentrates— 199,392 daily— 176,479 Sunday

60% of all hardware stores
57% of all dry goods stores
55% of all furniture stores
46% of all automobile dealers
and garages

The Boston Globe

CTne Qlobe sells Boston^

ADVERTISING AND SELLING

November 11, 1926

IF WE STAGED A GOLF TOURNAMENT—

If we could entertain our subscribers at the good old Scotch game, most of the "Who's Who"
in America would tee off.

Meet the above foursome, they're a typical group. Mr. Tom Bradley (on the left) is mayor,
Chamber of Commerce member and owner of the largest department store in Bradeyville, Wis-
consin. J. Ferguson Meade III (marking the score card) pays an income tax on about $500,000
— a N. Y. bond broker by trade. Judge White (driving) has been on the San Francisco bench
for twenty-nine years. N. D. Peck (with the pipe) hails from Dallas, Texas, where he is titled
one of the best sales and advertising managers in the South.

In every city, community and hamlet in the country, there is always a certain group of finan-
cially independent leaders who direct the business activities, head the committees and run
things in general. These executives and directors, these successful captains of industry pay
admission by preference twelve times a year to see the pages of The Atlantic Monthly.

Surely your product would appeal to this
selected market of 110,000 (ABC) leaders.

May We Send You All the Facts?
THE ATLANTIC MONTHLY

A Quality Group Magazine
8 ARLINGTON STREET BOSTON, MASS.

Rebate-backed, guaranteed circulation, 110,000 A. B. C.

Advertising & Selling

Volume Eight — Number Two
November 17, 1926

Everybody's Business

Floyd W. Parsons

"I Gotta Get Up an Ad"

G. Lynn Sumner

Statistics With Wings

Dr. B. L. Dunn

What the Farmer's Wife Wants to Buy

M. Attie Souder

Automotive Manufacturers Must Face the Future

Allard Smith

Financing Sales Outlets

W. K. Weaver

Apple-Sauce !

Nea_l Alan

As Jimmie Said to Oscar —

A Retailer Speaks Up

Frank H. Cole

The Modern Trend in Business Management

Fred W. Shibley

The Editorial Page

Selling the Hospital

Brush and Palette vs. the Dictionary

Norman Krichbaum

What We Have Learned in Selling Direct to the Con-

sumer

0. B. Westphal

On Buying Space

E. D. W.

Inflated Circulations

John H. Fahey

Selling the "Company" Store

Louis Spilman

The 8-Pt. Page by Odds Bodkins

The Open Forum

E. 0. W.

The Advertisers' Problems

S. E. Conybeare

The News Digest

SE. CONYBEARE of the Arm-
. strong Cork Company suc-
ceeds E. T. Hall of the Ralston
Purina Company as the head of
the Association of National Ad-
vertisers, having been elected pres-
ident of that organization at the
annual convention at Atlantic
City on Nov. 10. Vice-presidents
elected at the time were: W. A.
Hart, Verne Burnett and Arthur
H. Ogle. For further details, see
page 62 of this issue.

Since the meeting announcement
has been made of the resignation
of Robert K. Leavitt as executive
secretary. He will be succeeded by
Arthur H. Ogle.

M. C. ROBBINS, President

J. H. MOORE, General Manager

Offices: 9 EAST 38TH STREET, NEW YORK

Telephone: Caledonia 9770

New York :

F. K. KRETSCHMAP.

CHESTER L. RICE

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

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 November 17, 1926

If It's Dealer Influence You Want

Cosmopolitan can give it to you.

While we shall always insist that the kind of dealer influence that is worth spending good
money to buy is that which comes as a by-product of consumer influence, nevertheless
we can point to direct evidence also.

Dealer Response in Specific Cases

A manufacturer of a brand new item of jewelry recently merchandised an exclusive Cos-
mopolitan campaign to the best jewelers in the 657 Cosmopolitan trading centers and
secured dealer acceptance in 75% of these points in the opening weeks of the drive. And
60% of these dealers placed repeat orders within a few months.

A manufacturer of an article of women's wearing apparel sold through high-grade,
exclusive shops merchandised his Cosmopolitan campaign to these dealers and increased his
volume 60% over the corresponding period of the previous year.

Dealer Readers

A mail questionnaire to dealers showed that 80.6% of them read Cosmopolitan, either

regularly or occasionally.

70 r i of these dealers stated their belief that advertising campaigns in Cosmopolitan help

the sale of the advertised brands in their stores.

A cross-section check of our subscription lists showed a substantial number of dealers and

jobbers among our mail subscribers.

Their Own Experience

Thirty thousand retailers know of Cosmopolitan's influence through their personal experi-
ence in selling over 6,000,000 copies a year in their own stores. And they know the kind
of people who willingly pay 35 cents for Cosmopolitan when there are dozens of other
magazines to be had for from ten to thirty cents less.

Key dealers in all important trading centers receive at frequent intervals a promotion letter
building good will for Cosmopolitan and Cosmopolitan advertisers.

Yes, Cosmopolitan Has Dealer Influence

But we ask you to buy it primarily because it reaches more than a million and a half of
the most worth-while families of America, living in the better sections of all the important
trading centers.

Our new book "The Cosmopolitan Market — A Merchandising Atlas of the United States"
will give you more details about the Cosmopolitan audience and much valuable information
about markets and marketing. If you haven't received your copy, write for it on your
business stationery.

326 West Madison St. *j . . s\rr 5 Winthrop Square

Chicago, Illinois (.Advertising OjflCeS Boston, Mass.

General Motors Bldg. 119 West 40th St. 625 Market Street

Detroit, Michigan New York City San Francisco, Cal.

NOVEMBER 17, 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

I Gotta Get Up an Ad

The Advertising Copywriter Has Much to Learn Regarding
the Public's Taste in Reading Matter

By G. Lynn Sumner

JOHN HENRY McNAB,
copywriter for the Old
Ironsides Advertising
Agency, was late for work
this morning. He slipped in
twenty minutes after the cus-
tomary nine o'clock, because
on his way to the office he had
been obliged to stop at the
telegraph office and send a
wire to his brother in Ft.
Worth. He had written on the
familiar yellow form what he
wanted to say and then had
read it over to make sure it
was clear and had counted up
the words. To his dismay,
he found he had written fif-
teen words, and extra words
to Ft. Worth were six cents
each. He edited the message
and eliminated two of them.
Then he found by recon-
structing the whole first sen-
tence he could save two more.
Finally, by also rewriting the
last sentence, he disposed of
the one remaining bit of ex-
cess and a glow of pride suf-
fused him as he read the wire
in its new form and realized
that by the process of editing
and re-editing, the message
had lost none of its meaning
— in fact, was clearer even
than before — and he had
saved the no small sum of
six nickels or thirty cents.

THE story of the fiction writer will be read,
because people buy the magazine for that
sole purpose. His story must pass a rigid edi-
torial inspection before it is pubbshed, and into
its preparation he puts the utmost care. The
writer of an advertisement, however, must com-
pete for the reader's attention. Yet all too often
bis work is marred bv haste and insufficient care

Arrived at his office, John
Henry McNab finished the
morning paper, moved some
folders from one side of his
desk to the other several
times, and was still trying to
decide which of several as-
signments he would tackle
first, when at eleven o'clock
he had a call from the copy
chief.

"That page for the Post you
are working on," the chief
exclaimed. "I've got to have
it by noon. Is it ready?"

"No, but it will be," spoke
the optimistic McNab and re-
turned to his office with
quickened step just in time to
answer his madly ringing
'phone.

"Oh, sure,'' he responded,
"I haven't forgotten. The
White Horse at twelve-ten
sharp. I gotta get up an ad
first, but I'll be there right
on the dot." And John
Henry proceeded to produce
in the remaining tag end of
a forenoon an advertisement
destined — hopefully — for the
eyes of millions of people and
for the privilege of publish-
ing which an advertiser
would pay almost the price of
a Rolls Royce.

"I gotta get up an ad,"
says the copywriter, and in

ADVERTISING AND SELLING

November 17, 1926

one crowded hour he undertakes to
give expression to a story an ad-
vertiser may have been waiting
years to tell.

"I gotta get up an ad," and he pro-
ceeds to write what it is hoped will
attract interest; arouse, impress,
convince millions of readers.

"I gotta get up an ad," and on
what goes into the precious waiting
space may depend the success or
failure of a merchandising campaign
that began way back with the plan-
ning of factory production and ex-
tends clear through to the consump-
tion of the product itself in a million
homes.

It includes the careful purchase
and assembling of raw materials, it
involves the employment of many
people, it covers weeks of work by
a salesforce arranging for distribu-
tion, it provides for cooperative ef-

fort on the part of hundreds of re-
tail dealers. All these elements go
into the far-reaching campaign by
which a product is to be carried
from the source of manufacture to
convenient points of sale where a
public, having received through ad-
vertising the story of its uses and
virtues, may come to buy. Into the
hands of the copywriter is placed
the responsibility of building that
bridge of interest and desire.

"I gotta get up an ad," he says,
and proceeds to combine time-worn
expressions, tedious technical de-
scriptions in new ways. These
words may be costing some adver-
tiser ten, fifty, possibly one hundred
dollars, each, but he chooses them
with less discrimination than he
plans the phrasing of a ten-word
telegram.

I seek no wholesale indictment of

all copywriters on a general charge
of negligence, but how I wish that
by some such picture as this it
might be possible to bring home to
those to whom comes the privilege
of interpretation, a sense of the re-
sponsibility they bear.

ONE day not long ago two men
in the city of New York sat down
with clean white sheets of paper be-
fore them, one in his home, the other
in the copy department of an agency.
They were parties to a strange co-
incidence of circumstance. Each
was getting ready to write a story.
Both stories were to appear in the
same publication — a national peri-
odical with two million circulation,
and possibly five million readers..
Each writer had the same objective,
to write a story so interesting that
[CONTINUED ON PAGE 44]

Statistics With Wings

By Dr. B. L. Dunn

Advertising Manager, Oneida Community

I ONCE knew a brilliant executive who said,
"Statistics are like booze. They are all right
- — if you know who made them and what's in
them." He added, "I never fully trust any statis-
tics except my own. Those I know are good,
because I make them up to prove exactly what I
want to prove!"

In private he called these manipulated statistics
"phoney statistics," or "synthetic statistics," but
contended that they were truer than ordinary
statistics because they contained imaginative
vision.

"Ordinary statistics," he said, "crawl along be-
hind accomplished facts. I want statistics with
wings."

This same man divided customary statistics
into three classes: First, "Bread and butter"
statistics — statistics which follow facts and re-
quire no special interpretation.

Second, "Trend" statistics — statistics which one
uses personally with only partial belief in them.

Third, "Propaganda" statistics — impressive
statistics to be used in selling one's ideas to
others. These are effective, he pointed out, in
inverse ratio to the listener's knowledge of the
subject to be presented. If he knows nothing
about it, they score 100 per cent. If he is fairly
well posted, they might rate at fifty per cent, be-
cause only some of the holes are found. If he is
an expert, they measure from twenty-five per cent
down to nothing, because the expert finds all the
holes.

"Figures don't mean to lie," he contended, "but

they lick the hand that feeds them. Even the best
trained, the most intelligent statistics are too
eager to prove what their master wants to prove."

"For example," he continued, "a friend of mine
brought in three advertisements and spread them
out on my desk. 'Look here!' he said. 'I sent
out a dozen different dummies of planned adver-
tisements to five thousand representative people.
Here are the three selected as best by them. At
last I have taken the bunk out of advertising, and
have achieved the certainty of perfection.' "

"I looked at the winning advertisements in
amazement, for none of them, in my opinion, was
worth the trouble of showing to five consumers,
to say nothing of five thousand."

" 'There is only one hole in your proposition,'
I said. 'How do you know any of the advertise-
ments were any good to start with?'

"His expression changed. 'I hadn't thought of
that,' he admitted. And then his face brightened.
'Well, anyway,' he added, 'they did the trick,
for they sold my client and satisfied his board of
directors.' "

And that is the insidious danger of statistics:
They satisfy. They satisfy the sales end of the
business; they satisfy its board of directors; and
worst of all, they tend to satisfy ourselves — too
easily. At best, statistics are an excellent cor-
rective tonic. But if they dope us, if they tempt
us to resort to mechanical exposition instead of
imaginative creation, they should be frankly rec-
ognized as being, in too many cases, a bootleg
product.

November 17, 1926

ADVERTISING AND SELLING

Farm women want labor saving equipment so that
they can have time to play with their children

A group of farm women studying the arrangement
of a well conceived schedule of their housework

What the Farmer's Wife
Wants to Buy

By M. Attie Souder

FEW people think of
the farm woman as
a business woman.
She not only increases the
efficiency of the workers
of the farm by good food,
comfortable shelter, and
happy surroundings, but
also, as an active partner
with her husband, helps
to plan and operate the
farm business. Many
farmers' wives are the
farm accountants and sec-
retaries : keeping records,
registering the pure bred
stock, and carrying on
the farm business corre-
spondence. The majority
of the homemakers on
small grain and stock ==
farms in the Middle West
meet the family grocery bill, and
often clothing bill, with the egg,
poultry and milk receipts. House-
hold account books of farm families
show contributions to the income
from foodstuffs — such as milk, eggs,
vegetables, fruit, butter, etc., eaten
by the family — of a sum that often
equals the grocery bill and fre-
quently is two or three times it.
Rare is the country woman who in
time of emergency has not given
temporary shelter and warmth to
some baby pig, helped to raise a

MY acquaintance with the rural woman started some ten years
ago when I was forced to give up my life in the city and
live on a farm. Mother and I operated her farm, of course, with
the aid of hired help. My opinion of the farm woman is the result
of seven years personal contact with her as a neighbor and of
three years contact as a Home Management Specialist in Home
Economics Extension Service of the University of Illinois, which
has taken me from one end of the state to the other.

The farm woman is not, as many people picture her, a stupid,
ignorant drudge; she is an alert, keen, up-to-date woman with
a philosophy of life that is sane and well balanced. She is an
eternal inspiration. I wish you might visit our yearly state con-
ference when these women come from all parts of the state.
They spend the three days in presentation of work that has been
accomplished in their own country, in planning for further
activities and in listening to state and outside speakers.
M. Attie Souder,

Home Management Specialist,
Home Economics Extension Service
University of Illinois
Urbana, 111.

motherless lamb, or worked with her
husband to save a valuable horse or
cow. Almost unheard of is the
woman who at such rush times as
harvest and threshing has not helped
with the "chores," or when short a
"hand" at haying time when the
rain was threatening, has not driven
the horse on the hay fork. She
knows when the mortgage comes
due, the interest paying dates; and
with her husband bends every effort
to meet them.

That the farm woman is an active

producer has doubtless in-
fluenced her point of
view as a consumer. She
is a thoughtful, discrim-
inating buyer. She sel-
dom loads her house with
'dust-catching, labor-mak-
ing bric-a-brac. She is
too busy a woman to care
for it. She is not so sus-
ceptible as her city sister
is likely to be to the glib
sales talk of the high-
power salesman. She often
is skeptical of his sin-
cerity and knowledge, for
she has had costly expe-
rience. Some merchan-
dise was never intended
for use; it was made to
= sell — and a fair percent-
age of it has got to the
farm woman. But this has not been
her greatest trouble. Too many
manufacturers have not recognized
that the merchandise requirements
of the farm home and the city home
are different. This does not mean
that the standard of living in one
case is inferior, but rather that the
needs of the two are not identical.
The farm woman, today, is in the
market for labor-saving equipment.
But when she goes to buy an electric
refrigerator, she has difficulty in
finding one with doors large enough
[CONTINUED ON PAGE 76]

ADVERTISING AND SELLING

November 17, 1926

Automotive Manufacturers Must
Face the Future

By Allard Smith

Vice-President, The Union Trust Company, Cleveland

ONE of the outstanding
characteristics of the
present day business, is
the prevailing tendency toward
change — frequent, sudden and
continual change. For example,
witness the kaleidoscopic
changes throughout the entire
radio industry — changes affect-
ing both the product and the
market. A similar experience
is found in the electric refrig-
erator industry, which is rap-
idly revolving toward possibil-
ities of the greatest prospect.
The rubber tire industry and
the automobile industry have
left their pathways strewn
with obsolescence in all forms.

This fluid state, I observe, is
not limited to the manufac-
turing process alone. It extends
throughout the entire in-
dustrial organization a n d
reaches far into the marketing
process. As a result competi-
tion is taking on many new phases.

Yesterday the piano, for example,
was practically the sole musical in-
strument of the home. Then com-
petition arose in the shape of the
phonograph, which multiplied music
and popularized it, and it became a
competitor of an instrument without
competition for generations. Later
the radio entered into competition
with the phonograph, and I presume
that we have not yet reached the
limit in this one phase of endeavor.

Today oil competes with coal, and
gas competes with oil. It is a day
of competition of men, of minds and
of markets. Artificial materials have
stepped out of their historic place,
or out of the inventor's alchemy, and
have entered into competition with
such age-old substances as wood and
brick and steel.

Yesterday the automobile market
was limited in its scope by the avail-
able prospective purchases of new

Portions of an address delivered before
the Motor and Accessories Manufacturers'

I 'olIVi HI icll, I " I ■ \ . 1 . I II < i

automobiles. Then a new market
was discovered, and today automo-
biles are rented out by the hour, by
the day or by the week, and I am
told that in one city automobile,
trucks and buses can be hired on
this "drive-it-yourself" plan.

THE automobile has held the stage
for a comparatively long period
of years as the primary competitor
for the American dollar. It is to be
presumed, however, that just as the
piano and the victrola ultimately met
with unsuspected competition, so will
the automobile sooner or later find
itself faced with formidable compe-
tion, and it is for this ultimate, as
well as for the present, that the
manufacturer is e n d e a v o ring
mightily to reduce all costs — both
manufacturing and marketing — and
thus to forearm himself against what
is presumably the inevitable. Such
cost reduction involves not only
economies, but investments which
will increase the market and reduce
his overhead and production costs
per car.

As yet the automobile has
little competition as a material
thing, but it has intense compe-
tition from the marketing
standpoint, for it is there that
the inventive genius of Ameri-
can salesmanship has yet to
show itself in full force, and it
is in marketing that many
major costs can still be reduced.
The vortex of change charac-
teristic of the present is par-
ticularly apparent in the auto-
mobile parts and accessory
businesses. Today the prom-
inent automotive manufacturer,
because of changes through in-
vention, through style and
through marketing, has to be
strongly on the alert lest he be
eliminated.

To the observer it seems that
the parts and accessory manu-
facturer is, as a whole, pecu-
liarly susceptible to the in-
fluences of change. And why
is this? It would be easy to say that
his susceptibility to these influences
of a rapidly changing industry is in-
evitable, but is this the true or the
complete answer? As an observer of
business and industry I sometimes
wonder if too many manufacturers,
those in this particular line, are not
prone to make a very common error.
It is this:

They work for years building up
a product which will be technically
perfect. Mentally they become tech-
nicians. Their product is their mind
and their mind is their product. They
sell their product on its mechanical
merits as an example of a perfect
mechanism. In their thoughts the
ultimate consumer and his view-
points, preferences, foibles and
whims, are little, if ever, considered.
Now contrast this attitude with
that of the motor car manufacturer.
He probably knows his mechanics,
almost, if not quite as well as the
accessories man, yet he watches his
public and builds a car which accom-
modates itself to the public taste. Of
course, it is true that he adopts ways
[continued on page 74]

November IT, 1926

ADVERTISING AND SELLING

Financing Sales Outlets

How Manufacturers Make Advances to Controlled
Companies to Insure Distribution Stability

By W. K. Weaver

SAID the president of a Wall
Street bank, early in September:
"You know it used to be the
rule for the wholesaler to finance the
factory by taking over the goods in
quantity lots. The wholesaler paid
cash, but in turn he had to carry the
retailer. The old-type wholesaler
was the borrower. All that is upset
with the new distribution, where the
manufacturer goes to the retailer
more directly. Almost every manu-
facturing corporation I know any-
thing about does more or less financ-
ing of its sales outlet."

Such financing takes, usually, the
form of loans to enable the sales out-
let to set itself up as a going concern.
The situation is not unlike that made
by the big brewers in the days of the
corner saloon. They made a practice
of picking good bar-tenders of the
genial sort and offering them a
chance to go into business for them-
selves. The brewer advanced capital
for fixtures, guaranteed the rent and
supplied the stock in trade, with,
always, some arrangement that no
beer should be sold except his own.

Identical methods
are followed, now that
other beverages are
more popular, by
their makers. Nor
are they alone. Other
manufacturers who
seek wide distribution
find the same tactics
necessary.

Automobile makers
for fifteen years pro-
ceeded on the assump-
tion that all they had
to do was to make
cars. Cars would,
somehow, sell them-
selves. They did not.
The competition came
to be a contest in
marketing, and those
makers survived who
could sell enough cars
to give them quantity
production. It is prob-
able that every auto-

mobile company today carries on its
balance sheet unnumbered "ad-
vances" to distributive agencies.
The president of a leading company
made this remark within six months :
"One of the touchiest jobs we face
is to keep our executives from be-
coming silent partners with our sales
agencies. They know the company
will back any promising agency.
They size up all the youngsters in
the selling end of the business, wait-
ing to grab off the good ones and set
them up in some city where our car
is slipping."

'these silent partnerships, that
automobile company, in the words of
its chief executive, believes that
"control of sales agencies" is one
sure means to a steady marketing
of passenger cars. To his mind a
lasting good-will is engendered by
opening the way for men of selling
genius to own their own agencies.

"When we find a fellow rich in
brains but poor in purse, the best
use we can make of our surplus is

A M

MONG other manufacturers, makers of motor

adopted from the old breweries a system by which they
can control their sales agencies. By backing outlets they under-
go some perplexities, but they also stabilize their distribution

to invest it in him. Consignment
selling we will not do; credit ac-
counts are against our policy; but
that policy does not prohibit our ad-
vancing the cash for the agency to
pay our sight draft. The Pennsyl-
vania Railroad has taught us what
it means to plow earnings back into
the property. With them that means
rails and freight cars. The automo-
bile maker has no need for more real
estate. Our great need, for prosper-
ity in the long future, is loyal sales
agencies. Building for the future
looks to me pretty much of a job of
going out to create that loyalty. One
way is to supply them the thing they
most need. That thing is cash to
operate on.

"The best cooperation we get from
any agencies is from those we have
made. They are inclined to listen to
our district managers. They take
our cars without question. That's
one thing, but it's just as important
to cooperate with us in disposing of
them."

Another mode of development
came from an executive of one of the
rubber factories. Its
method of distribu-
tion is through job-
bers. Repeatedly the
tire maker has come
to a jobber whose ac-
count was long over-
due, yielding not to
the best efforts of the
collection department.
When pushed for set-
1 1 e m e n t , by suit,
bankruptcy only too
often resulted. The
loss of an open ac-
count was bad enough,
but the loss of a job-
bing outlet was worse.
Out of these experi-
ences has developed
another method. "We
throw the frozen as-
sets into our 'deferred
assets' accounts,"
states the treasurer,
"and then bolster the

cars have

ADVERTISING AND SELLING

November 17, 1926

jobber up so he can handle his busi-
ness."

In effect, this amounts to taking
over a going jobber. The result is,
inevitably, that he is led to specialize
in the products of the manufacturer
whose aid has brought life.

Not to be outdone by the rubber
companies, the refineries are fast
creating the sort of distributors that
satisfy them. Any observer, on a
Sunday outing, may prove this for
himself. The oil companies are
erecting filling stations of the
most approved type: deep frontages,
lawns and flower beds, ample pump
capacities, attractive buildings and
comfort stations. Painted, too — not
in garish reds and yellows, but in
pleasing whites and cream colors.
Nor does the sign-board blazon
forth "The X Oil Company," as one
might expect. Instead, with letter-
ing that is agreeably quiet, the trav-
eler reads: "Smith's Filling Sta-
tion."

The capital behind the station is
that of the refinery. Mr. Smith,
however, is thereby launched in an
independent business, paying an
agreed sum for the lease, with full

right to deal in sideline merchan-
dise save only in refinery products.
For these he is bound to a single
source. In three years, these newer
filling stations have swept the coun-
try. As their number increases, they
will by sheer contrast drive out of
business their competitor of be-
grimed appearance, chiefly because
of their appeal to women.

"Why do we do it?" The oil com-
pany's manager repeated my ques-
tion. "We could not get satisfactory
distribution otherwise. The garages
and groceries were the first sales-
men of gasoline; but they're no
longer the important ones. They
feel there's more money in their
regular business. At the same time
the motorist looks to the gas station
for a dozen things beyond five gal-
lons of gas. It's like the auto it-
self. The time's forgotten when a
man wore overalls every time he
took the car out (or had them un-
der the seat). Ladies in fine dresses
do the driving, and they demand
things in keeping with closed cars.

"Yet the little roosters that ran
the gasoline pumps couldn't see it.
We did. The refining companies

have elevated the whole filling-sta-
tion business in three years. To
me, the investment looks just the
same as our ownership of tankers
for overseas shipment: It's a means
to an end. That end, of course, is
to sell our products."

Many years ago, a drygoods job-
ber of Cleveland was passing a de-
partment store with me. He re-
marked of it :

"They're a Jones store. We never
get a look-in for their business."

He hinted at a favorite method of
wholesalers; namely, that of hold-
ing a financial interest of one sort
or another in important retail es-
tablishments. More than the cement-
ing of buying ties was the intangible
gain to the retailer of "inside buy-
ing." Retailers, thus favored, were
regularly tipped off to impending
market changes; supplied with full
stocks when shortages developed in
popular lines; and helped to unload
unmerchantable goods by returning
them to the jobber quickly enough
for him to "stick the manufacturer."

With changed distribution meth-
ods, traces of this tendency have

[CONTINUED ON PAGE 56]

THE Twenty-First Annual Meeting of the Associated Business Papers, Inc., was held on November 9-10
at the Hotel Astor, New York, in conjunction with the Conference of Business Paper Editors. There
were several joint sessions, together with the various departmentals, culminating in the annual banguet,
pictured above. The list of speakers included many prominent names, both in the business paper and the
general business and industrial fields. Details of elections and speakers will be found on page 81

November 17, 1926

ADVERTISING AND SELLING

Apple -Sauce!

By Neat Alan

NATIONAL Apple Week has
just thundered to a close; and
to me the whole thing was just
-about as impressive as a slow valve-
leak in a balloon tire.

There must have been some idea
behind it; for "weeks" don't just
happen. But I don't intend to find
Apple Headquarters, wherever they
are, to ferret it out. Unofficially I
will accuse a couple of the Apple
Heads — or it may have been two
other fellows — of getting together
and deciding that something must be
done to make people eat more apples.
Maybe they said "to make America
apple conscious." But why quibble
over details? From some such cause
there was a result: National, more
or less, Apple Week.

And what a week of wild excite-
ment it was! At least I'm sure the
reports rendered to the apple grow-
ers will prove it was — yet oddly
enough I didn't even know it was on
until come Thursday. Then, in that
all-knowing family journal, Variety,
I saw that the Keith Vaudeville
Houses had tied-up to ths National
Apple Week publicity and were sort
of raffling off boxes of apples to the
customers holding the lucky num-
bers. Variety rather sniffily pro-
claimed it a relic of the old "Country
Store Nights" of burlesque fame,
and intimated that the idea was to
get more people into the theater
rather than more apples into the
people.

Next, in the LeRoy Gazette-News,
published every week in LeRoy,
N. Y., I saw that the farmers were
cooperating with National Apple
Week by sending a carload of apples
to the New York poor. And in one
of the city papers I saw that a car-
load of Western apples had arrived.
That was all I learned of National
Apple Week while it was in motion.
And, being an advertising man, I
read more newspapers than that
strange creature so often called the
Average Consumer.

But it was on Sunday that the
big blow-off came. Well up in the
front of my two-and-a-quarter
pounds of Sunday Times I found
this single column head: — Rain of
Apples Greets Crowds on Broad-
way." The story told of thirty floats
that paraded up Broadway while

Miss Apple tossed out free fruit to
the multitude. In the parade were
six bands and, of all quaint things,
"the Boy Band from the Keith Cir-
cuit." A dandy time was evidently
had ; the parade was reviewed by the
Chairman of the Parade Committee
(You just knew there was one!) ;
and the article ends by saying that
3,000,000 apples were given away
during the week.

Then, over in the market section,
"Hallowe'en and the opening of Na-
tional Apple Week caused wholesale
and retail dealers to stock up with
practically all seasonal varieties."
Yet somehow it seems to me that
dealers almost always stocked all
seasonal varieties and, though I
don't wish to be mean about it, it
might be pointed out that the crop
this season is reported to be one-
fourth larger than the average.

"Quite pleasant publicity," the
apple growers may chortle. But it
really wasn't so hot. For the Times
stabs them in the back a little far-
ther along with a two-column lead
"Acrid Quince Now is Being
Changed Into Delicate Jam," and the
story was a darb, crammed full of
appetite appeal and much intimate
quince gossip. Without any week,
without any parade, the quince grabs
some nine inches of Times space.
Apples — week, parade and all — get
but four and one-half inches; a
bare inch more than was given to
that dandy little squib on "Ha-
waiians Quit The Feather Art," and
it wasn't feather week either; or
was it?

WHAT else happened I don't
know, I can merely record what
I see. And, as weeks are supposed
to affect the mass mind, weeks that
don't do their own talking are as
mis-fire as headlines that have to be
explained.

The facts are that today, when the
shouting and the tumult have died
away and the last bewildered Broad-
wayite has dodged the fruit shied at
him by fair Miss Apple, I am just
as dumb on the subject as ever.

I remain, as I was before, just a
good welter-weight apple eater, I
can take my apples or leave them
alone, I still feel no moral urge to
eat apples. I have not been con-

vinced that apples will make me a
better man.

Yeast, I well know, is practically
the elixir of life in cake form. Each
wrinkled prune is a nugget of golden
health. Postum will help me avoid
cracking at 30. Orange juice and
ketchup are just crawling with vita-
mins. Every time I eat grape-fruit
my insurance underwriters sigh with
relief. Even sauerkraut is sold on a
long-life-or-money-back basis.

WHEN I eat those things — and
many others where the health
angle has been stressed — I am pleas-
antly aware that I have done myself
a good turn. But eating apples is
still on a sporting basis. There is,
of course, the old wheeze about "An
apple a day"; but, for all I know,
they may have heaved them at the
doctor.

I want to know whether apples are
full of vitamins or verdigris?
Whether the white rat (A) thrived
upon apples — and why? I want to
be assured that apples relieve acid
stomach and then rush on to the task
of correcting faulty elimination.
And certainly there are many logical
reasons why children should be
raised on practically nothing else
but. In other words, I'd like some
one to convince me that apples are
grown for some reason other than
that they are red and the farmers
have nothing else to do.

And once that health appeal was
lined up, how the lucky copywriter
could sock down on the appetite
stuff! Crisp, crunchy, frost-cool ap-
ples! Applesauce that's like sunrise
in an orchard! Smooth, brown,
spice-laden apple butter! Apple-
strudel — apple schnitzel — and little,
open-faced, apple pies, criss-crossed
with a crusty lattice and cream
poured in 'em! (Oh, but they know
their apples, those Pennsylvania
Dutch!) Plump baked apples in
their own sugary juice!

There's the slam-hang campaign
of all time hidden in apples. So the
Apple Heads stage Apple. Week.
Which will, it is to be feared, simply
make the growers settle back and
say, "Advertising won't help our
business — we've tried it!" And
you'll never be able to convince them
they haven't.

ADVERTISING AND SELLING

November 11, 1926

As Jimmie Said to Oscar—

AMES McNEILL WHISTLER and Oscar Wilde were both present when someone got
off an unusually good epigram.

"I wish I had said that," remarked Wilde.

"Never mind, Oscar," replied Whistler, "you will."

MARMON announce,

a new series of custom-built motor cars

iradingeuslmii designers have been commissioned to l.uilcl.
upon the famous precision-made Mormon clia—i-. bodies of I*' most
advanced and authoritative mode r I'n.m an exceptional!] »Mi range of
options, Marmonhos left il entire); to you l<> express your own Intimate
de-ire- and tastes in color harmonica and interior Iroatmcnl ■)■ yon will
find these cars a distinct no* achievement in beauty, grace and bunry

Cheney Brothers set the style in silks —

as well as in advertisements.

The Slav* Brattltt ■ ■ ■ <^1n adaptation of thii mart
link krattllt to a diamond and platinum ittling

Greenleaf & Crosby Co.

JEWELERS '-, IMPORTERS

MIAMI. FLORIDA

The so-called Black, Starr & Frost technique

is popular with jewelers.

November 17, 1926

ADVERTISING AND SELLING

He never knew why

Then

it dawned on him

— perhaps it's comedones*

BROMIDROSIS

? ? ?

•

oyti a diieaAe,
— — &nt rwt a
mshicnaMe one,/

-^$^

Halitosis has a little brother.

Its name is Comedones

or maybe Bromidrosis.

A Retailer Speaks Up

By Frank H. Cole

Advertising Manager, Peter Henderson & Co. (Seeds) and Proprietor,
Cole & Co., Asbury Park, N. J.

OVER-SELLING the merchant
by the manufacturer and be-
ing over-sold by the merchant
are the two faults that bring more
retailers to the wall than anything
else. If you want to help the small
retailer, do so in the buying end.

* * *

It is very nice to have the high-
powered expert salesman send a bill
of $2,000 when the merchant should
have bought only $500 and it seems
good to you, but is it? I have had
salesmen and houses urge me to buy
more than I was ordering, but I do
not remember that any house or any
salesman ever said to me, "You can
get more of these as you need them;
don't buy so much."

* * *

We handle books in our store, the
popilar reprints that are such big

sellers. After they have been on
the counter for a while, the covers
get a little torn, the dust gets on
them, and they are not fresh look-
ing. A new cover would freshen
them up and enable us to get sev-
enty-five cents for what many of us
instead put on another table and sell
at forty or fifty cents as shop worn.
The publishers furnish us with new
covers at one half a cent apiece —
about what they cost with the hand-
ling — but while they will do so if we
request, I have never had one of
their salesmen come in and suggest
it. From our angle he oughtn't to
suggest it; he ought to insist upon

it.

# * #

Don't advertise goods until you
can supply them to your dealers.
Don't create a demand until your

retailers can take care of that de-
mand.

* * *

I believe that one-half of your
credit troubles can be traced to the
habit of your salesmen in over-sell-
ing the merchant, and another quar-
ter is his own fault in the lack of
proper knowledge of how to do busi-
ness. I have often wondered why
some of the national organizations
did not give some attention to edu-
cating the little men on the subject
of finance.

* * *

Most of you will agree with the
policy for the retailer that the cus-
tomer is always right, but how many
wholesalers or manufacturers have
signs in their offices which read
"The dealer is always right." He is

[CONTINUED ON PAGE 80]

ADVERTISING AND SELLING

November 17, 1926

The Modern Trend in Business
Management

By Fred W. Shibley

Vice-President, Bankers Trust Company, New York

TODAY we observe
American industry at a
high level of prosperity,
held there because it is in bet-
ter balance than ever before
in its history. Inventories are
not excessive. Earnest and
intelligent effort is being made
all along the line to relate pro-
duction to consumer demand,
to lower operating costs and
at the same time to maintain
wages, to forecast sales, not
alone on the basis of past per-
formance, but on the firm
foundation of sales research,
to study markets and distri-
buting conditions and to build
the operating structure on
the forecast thus arrived at,
subject to modification and
correction at short notice.

Manufacturers and mer-
chants have learned that, in-
fluenced by the necessity of the
times, a new scientific system
called budgetary control, has been
evolved from and grafted to the
business budget and is proving
most effective as an aid to indus-
trial management.

Whatever is fundamentally right,
succeeds. Budgetary control is be-
ing installed in many business en-
terprises. A few years ago it was
practically unknown to more than
a progressive few. Its results are
excellent. It makes for conserva-
tism. It should effect an elimina-
tion of excessively high and low
peaks in industry. It breeds con-
fidence in the banker and the in-
vestor. It will influence most de-
cidedly the trend of business over
the next few years.

Perhaps one of the most interest-
ing trends of the times is the transi-
tion from the manufacturing point
of view to the merchandising point
of view. The talk now is not so
much of the flow of materials
through the shops, as of their flow
through the markets.

Portions of an address delivered before the
Annual Meeting of the Associated Business
Papers, Inc., New York.

A determined movement is on
foot to destroy the beaver dams
which middlemen have constructed
across the stream of commodity
distribution and the toll houses
they have erected at the portages
around these obstructions.

IN many industries the stream of
commodity distribution is not
flowing freely. There is too great a
spread between manufacturing cost
of production and retail sales price.
This is waste in distribution. The
trend in modern business manage-
ment is to eliminate this waste. Con-
sumer capacity to purchase is al-
most unlimited in this fortunate
country. Consumers object, how-
ever, to being held up. They will
not pay fancy prices for cheap com-
modities if they can help it. Hence
we have price resistance and an un-
der consumptive demand as com-
pared with productive capacity. Let
the price be right and consumers
will buy and much of this over pro-
ductive capacity will be absorbed.

American homes will still stand a
lot of filling. There are over twenty
billion dollars in savings in the
banks of this country and it is

stated that there are fifteen
million people in the United
States who are investors in se-
curities.

The problems of distribution
are mighty difficult to solve.
The most of us are green but
eager students. We have come
to the fifth proposition in the
geometry of distribution and it
is indeed a "pons asinorum."

There is the style factor, the
hand-to-mouth buying factor,
the eternal feminine factor,
the perishable goods factor and
many other perplexing factors.
When the problems of dis-
tribution are solved we shall
find other problems in industry
fully as difficult confronting us.
For this is business.

The trend of modern man-
agement is beyond all doubt
toward a higher intelligence
in business. In consequence, busi-
ness is on the way to becoming an
exact science. It may not be as in-
teresting then as it now is, but busi-
ness management will be more in-
teresting. There is nothing finer in
creation than a mind which has the
capacity to break down a thought
to its atomic parts and then analyze
and arrange the atoms. Moreover,
there is nothing more pleasant than
doing such work.

There is manifest a decided trend
toward quality in manufactured
products as a result of the upward
trend in manufacturing intelligence.
The American consumer is not now
so easily attracted by skillfully fab-
ricated and artfully finished shoddy
at low prices as he was. He is com-
ing to appreciate the fact that good
merchandise is the cheapest in the
end.

Employer and employee are draw-
ing closer together. The manufac-
turer is thinking in terms of the
health and comfort of his working
men. He is building for them, or
assisting them to purchase, better
homes. He is teaching them to save
and in some cases giving them a
bonus for saving. He has con-
[CONTINUED ON PAGE 51]

THE ♦ EDITORIAL • PAGE

A Retailer's "Invisible" Costs

SOME of the secrets as to why such a prodigious
number of retailers fail often are discovered by the
shrewd observation of some retailer himself, rather
than an expert.

An Omaha grocer, some time ago, put his finger on
one such spot when he mentioned what he called "in-
visible" costs. He said his visible cost of doing busi-
ness was ldVi per cent, but that there was an additional
2 per cent of invisibles, and prominent among these in-
visible factors was "shelf warmers." The others were
over-weight, forgotten charges, goods taken by em-
ployees and customers, pilfered cash, and many other
petty details.

The i-etailer, by this token, is opening his eyes to
facts to which he has long been peculiarly blind; and
not the least of these have been the "shelf warmers."
This is merely the vernacular for turn-over — a phrase
which has long been too academic for the average
grocer to understand. It is but a step farther from
being "on" to the shelf warmers to being thoroughly
appreciative of the part advertising plays in driving
out shelf warmers.

An able business analyst recently made the state-
ment that the next great advance for advertising must
come in changing the point of view of the 80 or 90 per
cent of retailers who are still rather backward in their
conception and use of advertising, for themselves; and
also cooperation with the national advertising for their
benefit.

Outworn Names

In the day's news is an item:

Procter & Gamble, Ohio soap manufacturers, were denied
relief from the decision of the lower Federal courts, hold-
ing that the company must revise its advertising methods.
The action was a victory for the Federal Trade Commis-
sion, which had ordered the company to cease using the
word "naphtha" in connection with soap and soap products
in which kerosene was used, and which at the time of sale
contain less than one per cent of naphtha. The court also
denied the Government a cross appeal to bring up for re-
view that part of the decision of the lower courcs which
required the trade commission to specify the amount of
naphtha which the company would be required to place in
their products at the time of manufacture to continue the
use of the designation "naphtha."

IT seems to us that the significance of this item is not
in the "victory" for the Federal Trade Commission,
but in the fact that it represents the passing of one
more outworn trade name.

When American business first became "selling
minded," it started to name everything, right and left.
Some of the names were descriptive — literally. Others
were fanciful or suggestive. As the price of raw ma-
terials advanced so that certain ingredients were too
costly, or as the public became more literal minded in
its attitude toward the suggestive or fanciful, many of
the old descriptive names ceased to represent the
products acceptably to the public.

We do not know under which classification — if either
— "naphtha" soap falls, but it would appear to be on the

way to join that group of worn-out names which serve
to remind us of the progress of business and the increas-
ing sophistication of the public.

The Ordeal of the Phonograph

JUST how powerful a solar-plexus blow the phono-
graph industry received at the hands of the new
protagonist, radio, is now revealed in the 1925 census
figures just out. A decrease of slightly over 60 per
cent in manufacture of phonographs is recorded for
1925 as contrasted with 1923. The phonograph busi-
ness had risen to an annual volume of $57,000,000 in
1923, and in 1925 fell to the incredibly low level of only
$22,000,000.

It is to be noted, however, that the decline in the num-
ber of phonographs sold was much greater than the
decline in number of records; the latter being only 16
per cent. There was, moreover, a loss of 47 concerns
manufacturing phonographs, or a drop of 38 per cent.

It is not at all unlikely that the phonograph industry
will "come back" with the transformation that has
already taken place, and will share the great increase
of interest in all forms of music which has been stimu-
lated by radio. Radio has thus tended to repair the
very damage it created, a situation which is not un-
familiar in industry. The automobile has destroyed
some values but immensely aided others. The textile
interests are hoping that rayon will not prove to be
merely a wrecker of cotton.

Pro or Con?

ON the Editorial Page of our November 3 issue
there appeared an item under the head "Is This
a Solution?" which quoted a letter by C. M. Lemperly,
director of sales development of The Sherwin-Williams
Company, Cleveland. This communication, addressed
to the company's advertising agents, deals with the
perennial problem of interviewing publication repre-
sentatives. We made no comment, pro or con, on the
attitude Mr. Lemperly has felt it necessary to take, but
we have brought the subject before the attention of our
readers and opened our columns for frank discussion of
the subject.

And we have received frank discussion! In fact, we
have received so much discussion during the past week
that our Open Forum page has proved inadequate to
handle the matter. As a result, we plan to devote at
least two pages in our forthcoming issue solely to the
letters received upon this particular subject. It has
always been our belief that the only remedy for a
grievance, real or fancied, is a thorough airing of the
opinions of those involved. From time to time our
columns have carried some fine and stimulating con-
troversies, and we hope that the present one will sur-
pass them all. In the meanwhile we still have a little
space open, and any further contributions will be
heartily welcomed.

JT*

ADVERTISING AND SELLING

November 11, 1926

Brush and Palette versus
the Dictionary

By Norman Krichbaum

STUDENTS of the Paleolithic
Age — if such there be masquer-
ading in the guise of advertis-
ing men — will recall that curious
primitive custom known as paleo-
lithic writing, or stone pictures. In-
scriptions on stone, largely in picture
form, were the order of a day far
antedating the vogue of machine-
finish or coated book.

The ancient Egyptians also
wrote on stone, in hiero-
glyphics, which is mere-
ly another designation
for word-pictures.
The object, the idea,
or the story was
actually sketched
in picture form.
Medieval tapestries,
in which the careers
noble knights and ladies
were pictorially presented, were
merely much more artistic hiero-
glyphics.

The gradual process of evolution
by which these modes of writing in
picture form eventually gave way to
arbitrary signs or characters which
we now call alphabets is a linguistic
study with which I have no inten-
tion of boring even the indulgent
reader.

The suggestion I mean to breathe,
ever so faintly, is that there may be
the merest trace of interest in specu-
lating on this point. Whether or
not people nowadays, in their ap-
parent preference for pictures as
compared with English syntax, are
not mentally tending to revert some-
what to that same paleolithic age.

I am willing to concede that this
point of departure, for an advertis-
ing discussion, has all the ear-marks
of being both preposterous and
laughable. So much so that I am
not going to make even an attempt
to prove such a theory. I am merely
going to examine it.

What facts are there, in current
human reactions to pictures as
against printed matter, that are sig-
nificant — particularly to advertising
men?

First, the weighty public endorse-
ment, without recourse to or notice

of non-stop star divorce records,
which has been placed on moving
pictures as a form of entertain-
ment. The photoplay gets across to
the masses with the absolute mini-
mum of mental ex-
e r t i o n on
their

part. It
relieves
the be-
holder of even the
necessity of reading the story or
hearing it told. You don't have to
know so much as your A B C's in
order to grasp pretty thoroughly a
sample cinema of the average de-
gree of sophistication. Emotions
are not graphically but pictorially
presented. The so-called thinking
public, along with the morons and
babes-in-arms, are fed their comedy
and their tragedy painlessly and
effortlessly. The picture not the
play's the thing, as the near-perfect
vacuum of most movie plots well at-
tests.

TO the same end is directed the
recent successful activity of the
tabloid type of newspaper. People get
the news in pictures, which relieves
them of the arduous task of reading.
Doubtless these publications, sooner
or later, will have to leave off talking
of their readers and speak of their
spectators. Wherein lies the ready
acceptance given to these more spec-
tacular papers? We have the astute
Mr. Mencken's word for it, in his
lately published bull to the effect
that whereas people have finally
tired of believing whatever they
read, they still believe what they

see. A picture, he opines, carries
conviction.

Akin to the tabloid newspaper is
the "pictorial" type of magazine
such as the hoary Police Gazette,
various theatrical reviews, and
the offspring on our own shores
of such estimable sheets as
La Vie Parisienne, et al.
These magazines sell
heavily for pic-
torial reasons and
are much affected
by certain "reader"
classes.

In the bailiwick of
advertising itself we
recognize certain growing
manifestations of the "optic" com-
plex, such as most outdoor advertis-
ing affords, where the appeal is
almost wholly pictorial.

To what conclusions, if any, do
these predilections for pictorial
methods lead us? Frankly, I do not
believe they lead to any conclusions.
Yet interesting and possibly useful
deductions may be made from them.
The widespread preference for pic-
tures is assuredly cutting into the
reading habit. People are absorbing
news, accepting messages, and re-
ceiving entertainment in a different
and newly popular form. Novelty
may not be the sole explanation for
it. Perhaps there is a deeper and
more psychological reason behind it.
I suspect there is. I suspect that
that reason, reduced to its lowest
terms, is a species of human laziness
— liking for the vehicles that bring
news and amusement and knowledge
and whatnot with the least annoy-
ance to the all-too-supine human in-
telligence.

The substitution of pictures for
reading, if it prevailed widely, would
not only be an educational loss; it
would even be a deterrent to literacy.
Undoubtedly movies and tabloid pub-
lications now help to keep a vast
percentage of our foreign-born for-
eign so far as their language is con-
cerned.

The same things might operate,
apparently, to help cut down the vo-
cabulary of the average citizen and
[continued on page 66]

November 17, 1926

ADVERTISING AND SELLING

The Steam Railway Industry
Has Prosperous Year

'"pHERE has never been a time when
-*■ prosperity in the railway industry
was so well defined — high earnings,
record traffic and an industrial situation
which gives every indication of the con-
tinuation of prosperity.

In reaching this important market ef-
fectively the five departmental railway
publications which comprise the Rail-
way Service Unit can aid you materially.
They select the railway men you want
to reach — for every publication is de-
voted exclusively to the interests 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 rail-
way officers who specify and influence
the purchases 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

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

The Railway Service Unit

A.B.C.

Raihvay Age, Railway Mechanical Engineer, Raihvay Electrical Engineer
Railway Engineering and Maintenance, Railway Signaling

A.B.P.

ADVERTISING AND SELLING

November 17, 1926

What We Have Learned in
Selling Direct to the Consumer

By 0. B. Westphal

Vice-President and General Sales Manager, Jewel Tea Company, Inc.

IN the past few years there has
been much said and written re-
garding the economic value of
direct distribution. The practice has
been cussed and discussed, defended
and condemned, and because of, as
well as in spite of, all this propa-
ganda "direct to consumer selling"
is still on the increase.

The theory of direct distribution
is founded on the old theory of plane
geometry that "a straight line is the
shortest distance between two
points." Unquestionably that is
sound geometry, but when we come
to apply it to businesses and to the
distribution of commodities, you
will find any number who declare it
is not sound, and who are ready to
argue against its application.

My feeling is that these objections
are based largely on failures and
not on facts.

It is true that a number of men
have tried direct distribution, and
that a great many of them have
failed. It is true that a large pro-
portion of the attempts have been
feeble and inefficient, but it is also
true that a great many other men
have tried, progressed, succeeded
over a great number of years, and
today show definite savings to the
consumer and are prospering very
comfortably.

Everyone does not succeed in the
business of direct distribution (or
any other), but that is no indication
that the method itself is unsound.

My belief in the soundness of di-
rect distribution lies in the fact that
our plan of selling takes into account
all the factors that interest the con-
sumer: economy, convenience and
guaranteed satisfaction; and when
these factors are considered as para-
mount, direct distribution will not
fail.

For a good many years economists,
government departments, and others
have been complaining about and
picking flaws in the indirect method

Portions of an address delivered before
tin* Association nf National Advertise]
Convention, Atlantic City, N. J,

of distribution. They have been
studying to find the best method by
which commodities can be got into
the hands of the consumers with less
waste, less inefficiency, and at a
lower cost. They have been advo-
cating a more direct method of dis-
tribution because there is a general
feeling throughout the country,
certainly in the minds of the econo-
mists, that today there are too many
fingers in the pie, too many inter-
mediaries between the producer and
the person who finally consumes the
product.

While it is true that many people
have tried direct distribution and
some of them have failed, that fact
is not a reflection on direct distribu-
tion or its economic soundness. Not
all products are suited to direct dis-
tribution. Not every man can suc-
ceed, no matter how sound his busi-

THE great advantage of direct
distribution, as I see it, is uni-
fied control of all the elements of pro-
duction and distribution. You have
one controlling head of the purchase
of the raw material, of the actual
manufacturing, of the distribution.
By distribution I mean shipping to
points where it will be parcelled out
to the consumer. Then there is con-
centration of sales effort, and the
control of financial and operating
policy that will meet the varying
needs of the particular business. All
these efforts can be studied and di-
rected with the one thought of maxi-
mum efficiency. Operating methods
can be standardized; waste and lost
motion reduced ; manufacturing costs
controlled of raw and finished stock
at a minimum; and efficient use made
of transportation facilities. All these
mean savings to be passed on to the
consumer. The crying need of every
distributing business today is less
waste and greater actual efficiency
in operations.

Unified control makes possible a
sound business foundation. I make
no rash predictions for the future

of direct distribution, but I do know
that house to house selling has be-
come permanently established in our
distribution system, and that it will
progress more rapidly as greater
consideration is given to the con-
sumer's interest.

The Jewel Tea Company has
proved to its thousands upon thou-
sands of patrons the economic value
of direct distribution and from that
premise I base my conclusions that
direct selling, properly regulated and
controlled, is economically sound.

Jewel sells all its products direct
to the housewife consumer through
employees known as "service sales-
men." Each service salesman has a
permanently outlined set of routes
or territory, and serves his regular
customers on a schedule of calls made
once every two weeks. Auto delivery
cars are used, and the salesman on
each call delivers and collects goods
ordered on his previous call, and re-
ceives the customer's order for mer-
chandise to be delivered two weeks
later. The salesmen are paid on a
salary and commission basis, and are
under the supervision of branch
managers located in distribution
centers or branches. The salesmen
turn in a record of their orders to
the branch; get their goods from the
branch store; and report their trans-
actions and turn in cash collected
to the branch office. A separate ac-
count is kept with each customer in
what is known as a "route book,"
postings being made by the sales-
man in the customer's home. A
duplicate record, posted by the sales-
man, is also kept in the customer's
possession. The salesman's accounts
are regularly checked and audited in
the branch office.

JEWEL salesmen sell two distinct
classes of merchandise, known in
the business as products and premi-
ums. Our products consist of coffee
(on which we get the major part of
our volume), tea, extracts, spices, a
select line of food products, soaps
and laundry products, and a few
[continued on page 46]

November 17, 1926 ADVERTISING AND SELLING

In the ten weeks
preceding publication

5 3 Advertisers £££>
bought 203 P a S es

Here are SOme of the advertisers! Usterine, Fleischmann Yeast, Cellucotton
Products, Ivory Soap, Colgate, Pepsodertt, Camel Cigarettes, Chesterfield Cigarettes,
Atwater Kent Radio, Sonora Phonograph, Hickok Belts, Rem, Sealpax, Cutex, General
Baking Co., Armour & Co. (Soap), Ovaltine, Converse Rubber Co., Pond's Creams.

The general public

bought zi 1,450,000 c °p'«

{average net paid circulation per issue for the first four issues}

The New York Sunday News

Rotogravure

Largest Sunday Circulation in America in excess of 1,450,000 copies net paid

70% local — 30% national

Lowest roto milline rate: One insertion $2.50 per line; milline $i.jj

5 AT lines or 13 times $2.40; milline $1.65

Highest reader interest in a small paper. Highest attention value because of the small page.

FOR coverage economy and increased advertising efficiency, News rotogravure should
be on every national schedule. Buy on a rising market.

THE H NEWS

l\[ew York's ^Picture t^ewspaper

Tribune Tower, Chicago 25 PARK PLACE, NEW YORK

ADVERTISING AND SELLING

November 17, 1926

On Buying Space

An Ex-Space Salesman Airs His Views

By E. D. W.

IONG centuries ago, when as-
tronomers and mathemati-
J cians first discovered that the
solar cycle was approximate closely
to fifty-two periods of seven days
each, they quite unconsciously es-
tablished a habit of thought which,
all these centuries later, rigidly
rules advertising practice.

Fifty-two, it so happens, is divisi-
ble by thirteen.

That accidental fact has made
Thirteen an uncrowned deity, a
dens ex machina, a Mystic Figure
to which Advertising kow-tows.

Inspect virtually any advertising
program, and somewhere within it
you will find thirteen a compelling
influence, either in its own form
or through its right bower, twenty-
six, or its left bower, fifty-two.
Somewhere the 13-cycle is in force.

Now, so far as I know, no one
has yet proved — or even contended
— that there is anything about the
human mind which justifies this
despotism of the ubiquitous 13.

No one has yet demonstrated that
thirteen impressions on a human
mind in a year are disproportio-
ately more effective than eleven or
fifteen. No one has proved a
peculiar harmony between the 26-
time, every-other-week schedule
and the absorption-capacity of hu-
man intellects. No one has demon-
strated that once-a-week regularity
of appearance has a more potent
effect than forty-six or fifty-nine
appearances in the same twelve-
month period. In spite of lack of
data and evidence, nevertheless, ad-
vertising programs are everywhere
set up in cycles of thirteen, or its
multiples. The fact that calendars
are printed by weeks and arbitra-
rily divide the year's 364-plus days
into fifty-two divisions, the addi-
tional fact that periodicals have,
more or less of necessity, fitted
themselves into the week-pattern,
and the third fact that rate-cards
have also ended to penalize adver-
tisers who might be tempted to de-
part from the narrow thirteen-path
are the reasons for this dominance
of thirteen. No inborn, exclusive
value, peculiar to thirteen and its

multiples, has brought it about.

The monthly magazine, obvious-
ly, is free from its influence. (Had
the original astronomers themselves
been slightly more free from con-
vention, we would, however, have
had thirteen months, so it is only
by chance that thirteen does not
rule monthly publications also.)

As mentioned above, weekly pub-
lications, by the adoption of par-
ticular rates for thirteen, twenty-
six and fifty-two insertions, respec-
tively, have mechanically elevated
thirteen into controlling promi-
nence. Study the records of flat-
rate weeklies, however, and you
will find that special rates are not
the whole explanation. In the ma-
jority of all cases thirteen and
twenty-six insertions still remain
the units in which predetermined
programs are bought.

Seventeen — an equally logical se-
quence because of its every-third-
week basis — is virtually ignored.
Nine (i. e. every sixth week) is

rarely represented. It is as though
exhaustive research had indisputa-
bly proved that unless messages
are fed readers of weekly maga-
zines once-a-week, once-a-fortnight
or once-very-fourth-week there is
some deleterious reaction on the
commodity or service advertised.

If you told a space-buyer that he
was a sun-worshipper and that the
Sun-God ruled his working plans,
he would probably either deny it
vigorously or look at you with the
sympathy he would give the inmate
of an asylum for the feeble-minded
— and yet the truth of your asser-
tion would still remain incontro-
vertible. Thirteen and its multi-
ples are simply the Sun in action.

* * *

SOMEWHAT similar to this "Thir-
teen Control" of advertising plans
is the rule of Uniformity of Space
Size. The great majority of all
space contracts either call for one
unvarying size of space or alternate
unvaryingly between two predeter-
mined sizes. Elasticity in this re-
gard is rarely provided for.

I recall reading somewhere of an
advertiser who had spent the first
years of his business life in the
engineering profession. When he
entered manufacturing and em-
barked on advertising, he still con-
tinued to think in engineering
terms. As a result, whenever he
planned an advertising program he
first provided for a definite invest-
ment on the basis of the results
needed to be achieved. Then he
deliberately provided for the ex-
penditure of an additional sum
which represented the margin of
safety that he had always calcu-
lated in all his engineering speci-
fications.

Few advertisers practise a par-
allel precaution.

On virtually all the appropria-
tion cost-sheets which I have
studied, the item "Margin" has sig-
nified little more than a tag-end,
unallotted between a predetermined
amount stated in round figures and
the sum of the various space-
schedules, production budgets, and
printing estimates.

[CONTINUED ON PAGE 64]

November 17, 1926

ADVERTISING AND SELLING

Iowa Has Industries Too!

Iowa is nationally known as the richest agricultural
state. Allied with its agriculture is a rapidly expand-
ing manufacturing industry.

In Newton, a city of 11,000 just east of Des Moines, is
the largest washing machine manufacturing company
in the world, The Maytag Company, with a daily out-
put of 1250 machines. In one day, recently, The May-
tag Company shipped FIVE TRAIN LOADS of wash-
ing machines to its eastern branch.

Newton's population is 11,000. The Des Moines Reg-
ister and Tribune reaches nearly every home, selling
1838 copies evening, 601 copies morning (2439 copies
daily) and 1731 copies Sunday in Newton. During
the last twelve months the people of Newton paid
$22,067.25 for subscriptions to The Register and
Tribune. This is typical of The Register and
Tribune's popularity in Iowa. Over 185,000 daily,
over 155,000 Sunday circulation — 99% in Iowa.
Daily circulation exceeds the combined circulations of
the 19 other daily newspapers published in the center
two-thirds of Iowa.

That's COVERAGE !

W\)t fie£ plained filter an& <$ritmnje

"The Backbone of a Successful Advertising Campaign in Iowa"

ADVERTISING AND SELLING

November 17, 1926

Inflated Circulations

By John H. Fahey

John H. Fahey & Company, Boston, Mass.

THERE is nothing more impor-
tant to the advertiser and to
the consumer, because it bears
in such a vital way on the delivered
cost of goods, than the character of
the circulation methods employed by
newspapers and magazines. For this
reason present circulation tenden-
cies are worthy of critical study by
those who pay every year the mil-
lions of dollars for advertising which
support and develop our publications.

The good tendencies in newspaper
circulation methods — and, in ray
opinion, there is a steady increase in
the employment of such methods —
are represented by the persistent ef-
forts of publishers who are exerting
themselves to give their readers con-
stantly increasing values in the prod-
uct they place before them daily.

They are the publishers who recog-
nize that the only kind of circulation
which represents honest value is that
which goes to self-respecting readers
of intelligence, who have resources
with which to buy, and who live in
the market area where the adver-
tised merchandise is offered for sale.

The newspapers which pursue the
policy of slow but sure natural de-
velopment, which refuse to go out-
side of their own fields in order to
secure mere numbers of circulation,
which will not resort to unworthy ap-
peals or take advantage of the weak-
nesses of human nature, these are
the newspapers which represent the
best tendencies of the day in circula-
tion methods.

The gains they are making in cir-
culation, from year to year, are the
only gains worth having.

We must recognize, frankly, how-
ever, that publishers following these
standards of excellence, are menaced
constantly in their efforts by compet-
itive circulation schemes, which call
for unreserved censure and which in
many respects closely approach
fraud.

Because of all the emphasis which
is placed upon mere figures, and the
increased rates which publishers find
they can obtain at the higher cir-
culation levels, there has been an
alarming increase in unsound circu-

Portiona of an address delivered before
tlj. Association of National Advertisers
Convention, Atlantic City, N. J.

lation methods in recent years in
various parts of the country.

So long as the publisher can spend,
let us say $50,000, in manufacturing
"decoy" circulation and in a single
year get back $100,000, through in-
creased advertising rates, advertisers
are holding out a temptation to him.

In my opinion, advertisers, and in
turn the consumers of the United
States, are today paying for
millions of dollars in waste repre-
sented by advertising rates based
upon inflated circulation.

This sort of circulation is obtained
to meet a demand based on an
utterly unsound theory : that circula-
tion is worth a certain rate per thou-
sand, irrespective of where it is,
what time it is distributed or what
its character may be.

A few years ago, advertisers and
newspapers of the right sort com-
bined to eliminate deceit in the pub-
lication of circulation statements by
setting up the Audit Bureau of Cir-
culations. The evil which this or-
ganization was intended to eliminate
was the practice of the newspaper
which claimed an average circula-
tion twenty-five to fifty per cent more
than the number of papers it was
printing.

Many publishers were forced into
exaggerated circulation statements
in the old days by the unwarranted
claims of their competitors. The
situation was brought about by the
same fundamental cause of present
difficulties : the advertisers' demand
for numbers.

BUT what is the difference if the
circulation exists but is "coun-
terfeit" circulation and nearly as
valueless as if it were never printed?

What are some of the most preva-
lent bad tendencies in newspaper cir-
culation methods and what may be
done to cure them? I think they
may be divided into two classes:

First — Those methods which ap-
pear to be respectable, and for which
plausible defenses may be set up, but
in truth are unsound.

Second — Methods which must be
characterized as nothing but con-
scious and deliberate fraud, no
matter how they may be explained.

In the category of methods which

are responsible for circulation infla-
tion, but which are made to appear
legitimate, the forcing of newspaper
sales in territory outside of the
market area in which the advertiser
is seeking development, is one of the
largest, probably the largest source
of loss and deception. The jamming
up of sales within the market area
by strong arm devices is also a factor.

THE development of supposed
suburban and country circula-
tion in thinly populated areas adja-
cent to or actually outside of the
central market is of varying signifi-
cance in different sections of the
country.

As we know, there are centers in
the West where the distribution of
newspapers for a couple of hundred
miles from a given center is effective
because of the long distances be-
tween towns and because people
travel many miles into the center to
make their purchases. In the more
thickly populated East, the same
conditions do not obtain. It is often
harder to bring people into the cen-
tral market from a distance of twenty
miles, and sometimes less, than it is
to attract them in sections of the
West from distances exceeding 200
miles.

In many instances, the building up
of numbers in circulation in small
towns and in the country-side at con-
siderable distances from the center
among people who represent a very
small response, and who very infre-
quently come to the market where
advertised merchandise is for sale,
is one of the most elusive and un-
sound schemes for inflating circula-
tion for which the advertisers of the
country are now being taxed vast
sums of money. The securing and
maintenance of circulation of this
sort, from every angle of operation,
represents a maximum of expense
and a minimum, indeed practically
nothing, of return.

So called "pre-date" editions of
both morning and evening papers
are examples of this sort of inflated
circulation, but they amount to little
compared with regular editions
which are almost equally valueless.

In the cities themselves sales at

abnormal hours are a large source

[CONTINUED ON PAGE 54]

November 17, 1926

ADVERTISING AND SELLING

TRUE
TALK

1 HE Marshall Field idea holds good, in essence at least, for department stores
of every size, everywhere. Such a store stands or falls on its own expert judg'
ment of values suiting the personalities and the purses of its own special public.
Its very life depends on wise selection, proper promotion, speedy selling — on its

own However, the merchant is a human being — he reacts normally to

advertising that touches his interests. Talk business, your business, to him; give
him the facts and the figures; cultivate his favor; get him on your side, and he
becomes your best salesman — an essential, sizable unit in your success. Tell

and sell the merchant — and hell tell and sell the millions The most effec

tive, most economical way to reach and influence the dry goods and department
stores of the United States is — the Economist Group (Dry Goods Economist, Dry
Good 1 ; Reporter, Drygoodsman — offices in principal cities).

Newspaper advertisement of

^,;r^;.^n:

Who Is Your
Purchasing Agent?

We are not content to act as a manufacturer's
agent — accepting his product as we find it, and
your patronage as the result of his advertising.

For we believe that intimate, daily contact with
our customers gives us a more accurate knowledge
of their requirements than any manufacturer
can possibly have. And, we believe further, that
out of our broad experience with the products of
many manufacturers we can show the individual
manufacturer how to make a better product.

Our offerings, therefore, represent oUr choice of
the best goods available in each line, plus definite
improvements we have had incorporated on our
own account. Every article we show was selected
and developed with your interest as the- primary
consideration And we bespeak your patronage
on that basis alone.

MARSHALL FIELD
& COMPANY

4 " '* Mantgrr.TbtSurtftrMai

Marshall Field & Company

i^Xl;T±T&mi%l%mi

ADVERTISING AND SELLING

November 17, 1926

Selling the Company Store

The Industrial Community as an Outlet for Retail Merchandise

By Louis Spilman

INDUSTRIAL communities can
be divided into two classes;
namely, (1) the community with-
in a larger city, and (2) the isolated
community, established, owned and
operated as a separate town by coal
and metal mining companies, lumber-
ing concerns and general manufac-
turing organizations. It is with this
second group that we will deal
primarily; although many of the
first group present the same prob-
lems and offer a similar commodity
outlet, so thoroughly have they iso-
lated themselves from the cities
surrounding them.

The industrial company town of-
fers a valuable study for manufac-
turers engaged in commodity dis-
tribution. In fact, in West Virginia,
so important has the subject become
that the extension department of the
State University but recently con-
ducted a survey of company towns
and rated them according to neigh-
borliness, citizenship, social welfare,
health, homes, education, churches,
appreciation of the beautiful, and
business (such as, source of income,
home industry, condition of stores,
facilities for communication, thrift,
and the relations existing between
capital and labor). The results of
this survey show a surprising prog-
ress in industrial communities over
those of twenty-five to forty years
ago. A comparatively brief period.

Increased competition, the World
War, the present relationship be-
tween capital and labor, have lifted
the industrial community to the
point where it is a city in its own
right, with paved streets, comfort-
able homes, schools, churches, elec-
tric lights, moving picture theaters,
and, what is more important to
manufacturers, retail stores such as
are boasted of by few towns of more
pretentious population. The indus-
try, forced to isolated places for its
raw material and dependent upon it-
self to create a community destined
to hold labor, has spared little ex-
pense in making every civic agency a
success.

THESE company towns have a
professional and salaried class,
of course, but the dominating popu-
lation is of the wage earning group.
That wage earner and his family
have at their beck and call infinitely
more today than had the working
man of any previous period of his-
tory. They have telephones, automo-
biles, newspapers, fashion magazines,
greatly increased incomes and more
leisure with which to enjoy life.
They have become an increasingly
important factor in the general
scheme of industrial affaira.

The industrial community offers
an outlet for every kind of merchan-
dise. Everything sold through the

average department store can be
sold, and is sold, to residents of in-
dustrial communities. They follow
the latest styles and keep an eye on
prevailing prices. They can afford
to buy, and fully expect to have, a&
good clothing as any city inhabitant.
Moving pictures have brought them
the outside world in pictures; news-
papers have brought them the outside
world in print; and the automobile
and paved roads have taken them to
the outside world in person.

Industry has met this demand with
the establishment of retail stores of
more pretentious character. The
early stores, established in the in-
dustrial community purely out of
necessity, gave the industry a taste
of the profits that can accumulate
from a retail business, and few in-
dustries have idly stood by and per-
mitted hundreds of dollars to be di-
verted to nearby cities. And the de-
velopment of industrial retail stores
has not been brought about solely
because of their potentialities for
profit. Most employers realize the
importance of having their employees
satisfied with living conditions. They
have discovered that contented work-
men mean more efficient production
and fewer accidents. Where the cor-
poration controls the store it can in-
sure fair living costs and good
quality of merchandise to its work-
men, and such things are more con-

[CONTINUED ON PAGE 78]

November 11, 1926

ADVERTISING AND SELLING

Everything

an Advertiser Wants!

BREAKING all records for
daily newspapers in the State
of Ohio, The Cleveland Press now
has a total average daily circula-
tion of 227,856. The largest in its
history, the largest in Cleveland's
history, the largest in Ohio's his-
tory. A gain of 5219 in six
months; a gain of 16,646 in twelve
months; a gain of 26,492 in 18
months.

FIRST in City Circulation,
FIRST in City and Suburban Cir-
culation, FIRST in Total Circu-
lation! In Greater Cleveland
alone The Press now has an aver-
age daily circulation of 183,759 —
one newspaper to every English
reading family!

Everything an advertiser wants!

1ESS than one year ago, the lead-
-* ing Cleveland morning paper
announced the largest circulation
contest ever sponsored by any Ohio

paper — offering homes, automo-
biles and cash awards totalling
more than $100,000.00.

The first part of October, the
second evening paper in Cleveland
announced a similar circulation
"drive" offering prizes worth
$115,000.00.

One week later, the same morning
paper which closed its first contest
less than nine months ago, an-
nounced "another" similar effort,
out-doing itself and the second eve-
ning paper by advertising its in-
tention to award prizes worth more
than $130,000.00.

BUT the circulation of The
Cleveland Press today is at
the highest point in its entire his-
tory — larger than that of any
other daily newspaper in the State
of Ohio— AND IT'S ALL
LEGITIMATE.

The Press is the FIRST

Advertising Buy in

Cleveland!

The Cleveland Press

NATIONAL REPRESENTATIVES:

250 Park Avenue, New York City

DETROIT SAN FRANCISCO

FIRST IN CLEVELAND

eaurps-HOWAao

ALLIED NEWSPAPERS. INC.
410 N. Michigan Blvd., Chicago
SEATTLE : LOS ANGELES

LARGEST IN OHIO

ADVERTISING AND SELLING

November 11, 1926

The 8pt. Vage

Oils *>*""

JOSEPH RICHARDS sends me a
copy of his book of poems, ''The
Master of My Boat," and I shall
treasure it. . . . J. A. R. was the
first advertising man I knew. Years
and years ago, one summer I was at
Brown's Inn, out at Newfoundland,
New Jersey (the inn has since burned)
and Mr. and Mrs. Richards came out
there to spend a month. I had long
been interested in advertising, knew all
about what an agate line and a pica
em were, and that halftones had
screens, but never before had I met an
"advertising man" in the flesh. So
every hour I spent talking with J. A.
R. was like an hour at the feet of some
great prophet. To hear him talk in
the terms of the craft was ecstasy!

At the time his agency was handling
the initial Hawaiian pineapple cam-
paign and I coaxed him to let me try
my hand at some copy. Good natured-
ly he told me the facts about the prod-
uct and agreed to look at any copy I
might submit.

I suppose he forgot all about it as
soon as he returned to New York, but
I didn't. Nearly all the rest of that
summer I burned midnight acetylene
gas writing Hawaiian pineapple copy.
And then, one momentous day I em-
barked for New York and presented
myself at the offices of Joseph A. Rich-
ards and Staff (it was then) in the
Tribune Building. I shall never forget
that visit. My future hung in the bal-
ance then, and J. A. R. unwittingly
tipped the beam in favor of my present
career.

It was this way: I had the impres-
sion that advertising as done by a New
York advertising agency was all a mat-
ter of full-page advertisements in the
big magazines, twelve or fifty-two times
a year. And as I sat in the anteroom
waiting for an audience with Mr. Rich-
ards (nervously clutching my sheaf of
Hawaiian pineapple copy) a Butterick
representative called and asked to see
Mrs. Overman. She came out to the
rail and talked with him and I heard
her say that a certain client rflight take
a quarter page in the Butterick Qiiar-
terly for one insertion. My heart sank!
Did I want to be connected with any
profession which dealt in measly quar-
ter pages in a pattern publication? To
make it worse, the representative
seemed gratified at the half promise!
Clearly, this was no sort of business for
a young man with ambition to enter!

Just then the girl at the reception
desk said Mr. Ric -rds would see me.

The hall was long. Complexes weren't
known then, but if they had been I
should have suffered from an inferior-
ity one before I arrived at Mr. Rich-
ards' office. He gr?eted me graciously,
remembered me, took the copy, read it
with proper dignity and then sealed my
fate by saying, "This is really very
good — some of it is — better than some
we've been using. The campaign is
over, but if the Growers' Association
authorizes us to start another campaign
I'll see if we can't use some of your
copy."

The copy was never used — at least
one reason being that the Association's
campaign was never repeated — but the
knowledge of it lying there in Joseph
A. Richards' desk carried me through
a long year of grubbing and held me
to my intention of breaking into adver-
tising. A double spread of pride had
outweighed a quarter page prejudice!

And so is it any wonder that I shall
always cherish J. A. R.'s book, with his
autograph on the fly-leaf?
—8-pt—

There are two sides to every menu.
One is the shell fish to demi-tasse side
and the other is the arithmetic or art
side.

I reproduce the latter side of the
4 A's luncheon menu at the Mayflower
Hotel, Washington, after William H.
Johns had indulged in his hobby of
after-luncheon sketching.

Needless to say. this unique Batten
rough sketch is published without an
insertion order!

— 8-pt—

If James W. Young performs all the
duties of his new office as President of

the American Association of Advertis-
ing Agencies as acceptably as he did
as toastmaster in introducing President
Coolidge at the banquet in Washing-
ton, he will be a most successful
president.

Arising in his place he said simply,
"Ladies and Gentlemen: the President
of the United States."

Whereupon the President, arising in
his place, said some things about ad-
vertising that forever puts the pro-
fession under his debt.
—8-pt—

I understand that those "awful
awnings" have already sold the Figit.
— 8-pt—

Why will advertisers go on trying to
sell their wares with false claims when
the simple truth is so much more ef-
fective?

Just this evening I have come across
another example of truth triumphing
in the making of a difficult sale. Henry
Holt tells about it in his book, "Gar-
rulities of an Octogenarian Editor":

In the middle sixties a wave of malaria
swept down the Hudson and up the Sound.
A frequent accompaniment of a country-
place advertisement was : "No chills and
fever." Bonner owned a place in West-
chester County in the midst of the malaria,
which of course he did not wish to occupy.
So he published an ad to this effect: "For
Sale: A place where there is chills and
fever, and which I want to get away from
as fast as Fashion will take me." To stop
the advertisement, the owners of neighbor-
ing properties had to get together and take
his on his own terms.

— 8-pt—

It never occurred to me before, but
a coat of paint is a symbol of faith.
At Wilmington, Delaware, (I think) is
the plant of "The Pusey & Jones Com-
pany, Steel Ship Builders."

As I read the sign from the train
window the thought flashed through my
mind, "Well, their business has prob-
ably been hard hit since the war — with
hundreds of steel ships rusting at their
anchorages for the want of buyers."

And then I noticed that the Pusey
& Jones buildings were all freshly
painted. "That doesn't look like they
were ruined," said I to myself. "They
evidently have faith in the future of
the steel ship business."

Paint. Faith. May this not be a
fresh copy-angle?

November 17, 1926

ADVERTISING AND SELLING

Balsam Wool Sales Increase
100 Per Cent in 10 Months-

1924

i ~i

1925

Balsam Wool

Sales
in Milwaukee

19 26 (Tea Months)

J-

"We feel that the splendid
coverage we secured
through The Milwaukee
Journal has played an im-
portant part in the remark-
able record we have made.

"The Journal has done much
to stimulate the idea of
home owning through its
building material section in
The Sunday Journal.

"Our newspaper advertising
in Milwaukee has been such
a necessary factor in build-
ing business that we intend
to carry on a still more ag-
gressive campaign in The
Journal next year than in
the past."

From a letter received by The
Milwaukee Journal from the
manufacturer of Balsam Wool.

"\.

DURING the first ten months of
1926, sales of Balsam Wool in
Milwaukee show an increase of 100
per cent over the entire year of 1925.

Advertised exclusively in The Mil-
waukee Journal since 1923, Balsam
Wool has enjoyed an average annual
sales increase of 78 per cent.

The advertisers of Balsam Wool, in
common with the most successful ad-
vertisers in all lines, know that a single
Milwaukee newspaper builds a maxi-
mum volume of business in this mar-
ket at the lowest possible cost per sale.

The Milwaukee Journal, with an
average net paid daily and Sunday
circulation of over 150,000, is read
by more than four out of every five
Milwaukee families.

THE MILWAUKEE JOURN AL

FIICST BY MERUIT f jfff

ADVERTISING AND SELLING

November 11, 1926

I Gotta Get Up an Ad

it would grip and hold the reader to
the end.

THERE were, however, certain ele-
ments of difference between the cir-
cumstances of the two. The first had
received his assignment from the editor
of the magazine — an order for a fiction
story — and the editor was to pay him
five hundred dollars for the manuscript.

The second had received his assign-
ment from the copy chief of his agency
— a request for a full page advertise-
ment of an automobile — and an adver-
tiser was to pay the publication eight
thousand dollars to publish it. There-
fore, from a monetary standpoint alone
this story was to be sixteen times more
important than the other.

There was another difference, too,
that we should note in passing. The
story of the fiction writer would be
read, because people would buy that
magazine for the purpose of reading
it. The advertisement of the second
writer must win attention for itself,
must catch and hold interest in itself
in competition with stories, articles,
illustrations planned and displayed by
an editor who knew his audience, and
with a veritable broadside of other ad-
vertisements as well.

But to get back to our two writers
and their tasks. The first was about to
pen the opening paragraph of his story.
For days and weeks he had been de-
veloping in his mind the plot of his
narrative. Out of a fertile imagination
he had created its living characters,
and now he carried them as he wrote
through an enthralling and entangling
chain of events. All the moving el-
ements of life were there — love and
mystery and romance and high adven-
ture. And he wove them into a tale
that millions would read with the eager-
ness that never withholds response to
the human touch wherever it may find
expression. And no wonder, for this
was the opening paragraph of the en-
ticing tale he told:

Two men emerged from the woods,
bearing a third on a stretcher between
them. They crossed the muddy road,
shaping their course for an ambulance
that stood there, its motor rumbling
and a faint ribbon of cigarette smoke
from the seat showing that the driver
was in his place and ready to proceed.
Another man was at the rear of the
ambulance, closing and locking the tail
gate and pulling down the rear curtain.

"Awright, Wally," called this man,
"that fixes us."

"Git in," said the driver, "an' we'll
fade outta here."

And now let us turn to the second
writer and see how he is getting on.
His assignment, you will remember,
was more specific. His subject was pro-
vided. He was to write a story about
an automobile.

[CONTINUED FROM PAGE 20]

And what a story he had to tell!
Here was a conveyance more splendid
than any of which Caesar with all his
chariots ever dreamed. It had flaming
color, and impatient power, and breath-
less speed. And what associations in
its use — open roads and autumn woods
— gay companionship — the thrill of life
and love and romance and high adven-
ture — yes, all the elements that the
fiction writer had called up from his
imagination.

And so our writer of the advertise-
ment set to work. Let us, however,
speak first for him a word of charitable
consideration. He was under the im-
pression that he did not have as pre-
cedents for style or inspiration the
stories of Conrad or Kipling or McFee.
He could not escape from the thought
that he was a writer of advertising.
His precedents must be in the advertis-
ing pages of the magazines. And so he
had gone through them and had care-
fully noted in what manner many of
the advertisers of automobiles had told
their tales before.

Then he did, perhaps, the obvious
thing. He wrote his eight thousand
dollar manuscript — and this is the
story:

A GREAT MODEL OP A GREAT CAR
Reputation, mechanical superiority,
and quality standards of manufacture
have combined to produce a car of
stability, prestige and value heretofore
unapproached at the price.

Now the most remarkable thing of
all is what very likely happens when
that same copywriter goes home at
night. He has produced, at the office in
thirty or forty minutes, as a matter
of routine, an advertisement that will
surely appear in full page form in a
great publication. And yet at night,
back home, he returns to the trail of
one of his fondest ambitions. He set-
tles into his chair, slips a fresh sheet of
paper into his portable and begins to
weave a tale. In the drawer of his desk
repose many manuscripts and almost a
complete set of rejection slips, but an
undying hope keeps telling him that if
only he can write a story vivid enough
in its characters, gripping enough in
its plot, interesting enough in its tell-
ing, it will pass the sacred portals of
the editorial office. It will actually
appear in the pages of a magazine.

WHY is it that in the minds of so
many copywriters, fiction is one
thing and advertising another? Where
does the idea come from that that which
people like to read, must be planned,
written, edited, constructed with such
care; while that which they must be
tempted into reading can be dashed off
to a set formula.

Is it, by chance, because they know
that the fiction story must pass a rigid

editorial scrutiny in order to qualify
for a place in the magazine, whereas
the advertisement is surely going to be
published because its price of admission
is paid?

I MAY be standing in an open field
tempting the lightning to strike, but
I wish that some morning every ad-
vertiser and every agent might receive
in his mail the announcement of a new
regulation governing the acceptance of
advertising by some outstanding publi-
cation. I wish that announcement might
read like this:

"Hereafter all advertising copy sub-
mitted for publication must adhere to
the same high standard of literary qual-
ity and of interest to our readers that
governs the acceptance of manuscripts
submitted for our regular depart-
ments."

And of course I would also like to
see that regulation in force just long
enough for those who received it to
appreciate its significance.

I believe a good bit of the whole diffi-
culty lies in the approach to copy-
writing.

Every cub copywriter for twenty
years has had dinned into him the im-
portance of knowing the goods he is
to write about. I remember well sitting
open-mouthed before a master sales-
man in Chicago in the fall of 1907
and hearing him lay down with thun-
derous emphasis his famous first requi-
site of selling, "It takes a hell of a long
time to say something you don't know."
I agree with all those who stress the
importance of having your facts.

But it is one thing to know some-
thing and another thing to tell about
it in a way that will interest the
folks you want to reach. And exactly
there lies the difference between the ac-
cepted approach to advertising and the
approach to fiction. The average copy-
writer starts out to write, filled to
bursting with the importance of the
product he is writing about. The suc-
cessful writer of fiction has just the
opposite viewpoint. His prime consid-
eration is the people he is writing for.
What do they like, what will they read,
what will interest them?

Is there any reason why advertising
copy should not be approached from
the same viewpoint?

I would far rather have as a begin-
ner in advertising a person who knows
what interests people than one who
knows all about his "shoes and ships
and sealing wax."

The other day I asked a notably suc-
cessful copy chief how he selects the
members of his staff. He answered, "I
find folks who can write."

One of the greatest of advertising
writers was a highly successful editor
and editorial writer before he ever

November 17, 1926

ADVERTISING AND SELLING

Earning Its Slogan

Machine shops where locomotives and autc
mobiles and airplanes and typewriters take form
and motion —

Machine shops all facing common problems of
management and labor and equipment —

Machine shops all buying machine tools, machine
parts, steel, conveyor systems, oil, belts, small
tools —

Machine shops into which the American Ma'
chmist comes every week as the guide to the
best machine shop practice and the link between
the men who sell to the shop and the men who
buy for it —

This is how the American Machinist has earned
the right to its slogan:

ADVERTISING AND SELLING

November 17, 1926

OMEHOW or other
"Powers-House" serv-
ice fails to appeal to
the company that
seeks to get rich
quick without an in-
vestment of hard
work and ample time.
Read the list of P-H
clients and you will
find a group of able,
responsible, conserv-
ative and successful
companies.

ITTiie ~~

Powers -House

^Advertising °'

HANNA BUILDING -r * CLEVELAND. OHIO

Marsh K. Powers, Pres.

Frank E. House, Jr., V. Pres. 6? Gen. Mgr.

Gordon Rieley, Sec'y

turned to advertising, and at the mo-
men he is the author of two of the
best selling books in America.

One of the most successful individual
advertisements I ever read was written
by a woman who had never written an
advertisement before in her life. And,
stranger still, she did not know she
was writing an advertisement when
she wrote it. She wrote a story about
an advertised article — wrote it in long
hand on forty-seven small sheets of
hotel stationery — and when I found it
in a pile of manuscripts, I read it,
every word — because she had the magic
touch; she knew how to interest people.

I wish that for one day — just for
one day — every copywriter would try
to forget all the rules and formulas he
ever learned. I wish he might forget
he is a writer of advertising — even
forget what he is supposed to adver-
tise — and start by writing what he
honestly believes will interest the folks
he is trying to reach.

I suggest that this day be a holiday
or a Sunday — but I believe the bene-
fits will be the same — I have a hunch
you might yourself become so much
interested in writing advertising that
you would greet your next -assignment
with something more than an expres-
sion that so many copywriters use: "I
gotta get up an ad."

What We Learned
in Selling Direct

[continued from page 34]

toilet articles. Our premiums are
mainly articles useful in the home:
chinaware, silver, aluminum ware,
kitchen utensils, lamps, small rugs, and
other useful articles. Each class is a
complement of the other, both appeal-
ing to the home and family interests
of the housewife; the premium in many
cases being useful in preparing and
serving the product. The size and pack-
ing of the product unit is governed by
our schedule of service, being ordinarily
a quantity sufficient to last the average
household two weeks. In the case of
coffee, it is a two-pound package. The
premiums or household articles are al-
ways such as may be handled easily
and transported by the salesman in
his small delivery car. They range in
price from a five-cent special to a limit
of slightly under $5.

Both products and premiums are
sold; we give nothing away, and avoid
the suicidal mistake of representing
the premium as a present. Our prod-
ucts are sold at prices well in line
with those asked in groceries for equal
quality; our premiums also are priced
to meet competition. With every car-
ton of products the customer receives
a profit-sharing credit of a fixed sum,
ranging from three cents to twenty
cents, dependent upon the product and
size of package. These credits repre-
sent to her not a gratuity or a cut in

November 17, 1926

ADVERTISING AND SELLING

On Books —

On Horses —

On M C CLURFJS—

Without

'■h Pled Fw»
Civijizdliofl

YOU probably possess some choice old vol-
umes — books that you have read and re-
read, that, when taken from the shelf, fall
open at your favorite passages. They are like old
horses that invariably turn into familiar drive-
ways.

And that brings us to McCLURE'S. As surely
as a book falls open at a favorite passage, as surely
as a horse turns into a place where he is accus-
tomed to stop — just so does the new McCLURE'S
continue its friendship with the readers of 20 and
30 years standing.

Old friends, however, are not enough. The
new McCLURE'S gains new popularity and thou-
sands of new friends every month. Circulation ad-
vertising appears in 90 metropolitan newspapers.
Sales are pushed by 60,000 distributors. Circula-
tion increases rapidly.

That the new McCLURE'S goes into the homes
to be read and thumbed over by the whole family,
is proved by results which advertisers receive. Ad-
vertising lineage in the November issue increased
44.5% over that in the June number — a sure in-
dication that shrewd advertisers are fully aware of
the pulling power of McCLURE'S with its new
and old friends.

And because the new McCLURE'S carries with
it the one universal appeal — the best romantic fic-
tion — i t cements old friends in a closer bond and
holds its new and younger friends just a.s favorite
passages in your old books hold you.

The ^Magazine of %omanc(D

R. E. BERLIN, Business Manager

119 West 40th St., New York

Chicago Office, 360 N. Michigan Ave.

ADVERTISING AND SELLING

November 17, 1926

yu^L DuraSheen Oi$

NOT BECAUSE they are fire-proof, but
because they are wear - and - tear proof,
rust-and-dust proof, and because they always
look bright no matter how long they have been
in use, did the Royal Insurance Company, Ltd.,
select DuraSheen Signs as the best, most
economical signs for their use.

Unlike ordinary signs, DuraSheen Signs are
made of highest grade porcelain, fused into
heavy sheet steel at 1800° Fahrenheit — they
are permanent signs.

Whatever your line of business,
DuraSheen Lifetime Porcelain
Enamel Signs will insure greater sales for
your products at those two important places —
at the point of sale, and enrcute to the point
of sale! Always bright and cheerful, with
colors never dimmed, they daily build sales
and good will for your products.

THE BALTIMORE ENAMEL
and NOVELTY COMPANY

MT. WINANS
BALTIMORE, MD.

200 FIFTH AVENUE
NEW YORK CITY

VERSATILITY

No advertising
medium possesses
the wide variety of
uses of porcelain
enamel signs.
DuraSheen Life-
time Porcelain En-
amel Signs are in
daily use, year in,
year out,

on Stores, Factories
and Buildings of
every kind
as Counter, Window
and Inside Display
signs

on Boulevards,
Country Roads and
Sidewalks,
on Automobiles,
Trucks and Wagons
on and in Trains,
Street Cars and
Stations

on Windows, Doors
and Door-Steps
on Machinery,
Tools, and Heavy
Equipment

In fact, every-
where and for every
purpose, colorful,
durable DuraSheen
Lifetime Signs, in
many shapes and
sizes, are ever on
the job.

DuraSheen

Porcelain fused into Steel —

Lifetime Signs

price, but a saving through our buying
power, direct method of distribution
and avoidance of charge accounts in the
ordinary sense. She is permitted to
apply the credits toward payment for
premiums, which are advanced to her
on account. She may also buy our
premiums for cash, just as she buys
our products.

Nothing is "peddled" from the de-
livery car; both products and premiums
are sold from sample or description
for delivery on a later regular call.
The salesman carries with him on his
car, aside from a few samples for use
in taking orders, only articles for which
he has bona fide orders from regular
customers.

THERE is nothing spectacular and
nothing misrepresented or over-
drawn in our offer to the housewife. We
guarantee high quality and give her
reasonable price economy, but stress
particularly the fact that there is fur-
ther economy to be obtained by her
in the careful use and not abuse of
quality. Aside from that, our appeal
is entirely to her desire for a conve-
nient, courteous, thoughtful, accommo-
dating and useful service. That our
clientele is growing, our rate of cus-
tomer turnover decreasing, and our
business prospering, convinces us that
the American housewife wants and ap-
preciates what we have to offer through
our direct service to her home.

Going regularly into the homes of
an average of 400 housewives, twenty-
six times each year, the service sales-
man must be a man of pleasing per-
sonality: clean, courteous, prompt and
respectful. He must gain and retain
the customer's good will toward him-
self as well as toward his merchandise
and his company. He must make no
claims that he cannot substantiate, and
must make good every assertion and
promise he does make. He is author-
ized to guarantee complete satisfac-
tion with every purchase and is ex-
pected to make good that guarantee.
Our salesmen are selected with these
requirements in mind, and are care-
fully trained to consider their custom-
ers' interests their own, to value the
housewife's good will above everything
else, and to build their own success and
that of Jewel on the regular patronage
of their satisfied customers.

As the salesman must serve from
thirty-five to fifty customers every
day, the time he may spend with each
is very limited. He displays a certain
few selected articles, both products and
premiums, each trip. His display pro-
gram, and sales and service talk, is
changed and prearranged every two
weeks. The articles displayed and ser-
vice factors emphasized are rotated
so that every item and feature is
brought to every customer's attention
several times during the year. He is
furnished with selling arguments, the
facts as to each product and premium;
carefully schooled in what he shall say
and do, and how; and encouraged to
develop his own initiative by putting
into use what he has been taught about

November 17, 1926

ADVERTISING AND SELLING

NEXT TO THINKING MATTER

HE magazine as such has had its changing phases.

Many years ago it was chiefly a vehicle for litera-
ture. There still survive, particularly abroad, some
magazines which carry on that tradition unaltered.

Then for a period the American magazine field
appeared to be dominated by journalistic purpose.
Current public affiairs were made appetizing to millions.

And of late the bait for large circulations has been entertainment.

It is entirely too easy to disparage each of these phases of the maga-
zine by a catch-word, such as "high-brow" and "muck-rake" and
"dumb Dora." That is not our purpose here. Entertainment, for
example, is a legitimate function of the printed page, and those many
magazines which thrive by entertaining people, of whatever grade
of intelligence, are useful and could ill be spared.

We rise merely to point out that there are also certain magazines
which have not been swayed by passing fashions in editing, which
were not in the past muck-rakers and are not in the present arenas for
entertainment. Among these have been for a long enough period to
make the point positive, The Quality Group magazines.

They have consistently held to their conception of a magazine,
which is not far from the original meaning of the word, signifying a
place where things are brought together to be drawn upon when
needed.

They gather and give out literature, but they are not merely
literary.

They are charged with current fact and opinion, but they are not
merely journalistic.

They contain and generously supply entertainment, but they are
not merely entertaining.

They know that there are just as many people as there ever were
who want magazines in which literature, journalism, and entertain-
ment are kept in suitable proportion. They see clearly and meet the
demand of those who are not content to buy magazines just for
momentary entertainment. They have not yielded to the mania for
millions of readers, being unwilling to surrender, for the sake of
drawing millions, their standards of good literature and earnest
public purpose.

The reward for this steadfastness to a publishing ideal is the
loyalty of 700,000 readers who appreciate that ideal. And a further
reward is the recognition by a large body of astute advertisers that it
is not enough to advertise to millions, that it is necessary to reach
this substantial nucleus of people who have intelligence, buying
power, and social leadership, and that —

When you advertise in The Quality Group you are 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
SCRIBNER'S MAGAZINE
THE WORLD'S WORK

Over 700,000 Copies Sold Each Month

ADVERTISING AND SELLING

November 17, 1926

Hhe Sign of
Stability
loundGnly
"New York City Milk Shed"

"THIS sign is frequently seen in driving through the beautiful coun-
try which supplies New York City with fluid milk for daily con-
sumption. Wherever seen, there is an air of progress and stability.
Usually a community leader lives there.

The average member of the Dairymen's League has an investment
of some $200 in this great co-operative organization. Every year, he
sells through it several thousand dollars' worth of milk. He subscribes
to the Dairymen's League News, paying for it the full subscription
price. He is nearly always a member of the County Farm Bureau, the
Grange and other organizations for community welfare. In short, he
is a substantial citizen and a leader among his neighbors.

This community of interest gives to the circulation of the Dairy-
men's League News a uniformity never found in papers of a more gen-
eral nature. This uniformity in buying habits and purchasing power
makes the Dairymen's League News supreme in its field.

Through no other medium can you be sure of reaching even half

the progressive dairymen of "The New York City Milk Shed." To

effectively and economically cover this territory, we recommend that
you schedule the "News," together with one general farm paper.

A request will bring Sample Copy and Rate Card

Dairy farms of this
area supply New

•The! !j
Dairy! i
Paper! '

. of the

New York City
Milk Shed"

DAIRYMENS

Se ag it e ^

News

New York
120 West 42nd Street
W. A. Schreyer, Bus. Mgr.
> 6081

Chicago

10 S. La Salle Street

John D. Ross

Phone State 3652

celling and maintaining good-will.
He is instructed to follow up the
sale of each article, to insure its giv-
ing satisfaction, and to keep the cus-
tomer supplied continuously with every
Jewel product she has tried and found
to her liking. Coffee being so impor-
tant an item with us, he devotes spe-
cial attention to that service. He
learns the number of coffee drinkers
in each customer's family, their tastes
and preferences, how she stores and
brews the coffee, how much she uses
per cup, and what service she requires
to keep her continually supplied with-
out accumulating an overstock to de-
teriorate with age. While he supplies
enough to prevent her from being com-
pelled to buy elsewhere between calls,
he is equally eager to avoid oversell-
ing. He makes himself her coffee ad-
viser as well as her coffee supplier.

WHILE good coffee costs more per
pound than poor, it also goes
farther and makes more cups per pound
than the inferior article, if properly pre-
pared. It is, therefore, more economi-
cal for the housewife who is informed.
This fact, coupled with the five cents
profit-sharing credit she receives with
every pound purchased, makes it pos-
sible for the salesman to accomplish
a very definite saving for the customer
on her coffee budget, while at the same
time giving her a uniform, fresh bev-
erage.

With many of our other products a
similar situation exists, and our sales-
man establishes a like relationship
with the customer, affecting as large
a portion of his line as is possible. If
he introduces a product and is told that
the customer is supplied, he makes note
of the quantity she has and again
brings the item to her attention when
he has reason to feel that she is ready
to re-stock. As already stated, once
she is supplied with the Jewel brand,
he makes it his business to keep her
supplied, whether it be coffee or any
other of some fifty items.

Is it not readily apparent that such
a service can be rendered only by one
who calls personally in the consumer's
home, and is under the direct super-
vision and control of the supplier? I
am sure you will agree with me that
no manufacturer can hope to have his
product so presented, supplied and
made acceptable to his ultimate con-
sumer through the medium of inde-
pendent middlemen, over whom he has
no control, whose only interest in his
product is that of immediate profit,
and who have many other interests.
Moreover, can anyone doubt that the
product merchandised in the way I
have described has readier acceptance
in the average American home than
the one offered impersonally, through
the printed page and over the grocer's
counter?

No doubt it has already occurred to
you that such a system of direct dis-
tribution requires trained salesmen and
thorough supervision. That is very
true, but so does any effective and effi-
cient system today.

November 11, 1926

ADVERTISING AND SELLING

The Modern Trend in
Business Management

[continued from page 28]

vinced himself that high wages induce
a higher productive return from labor.

The working man in turn is coming
to realize that automatic machinery is
a friend, not an enemy. He sees that
it is obtaining for him a greater op-
portunity for leisure, that he is com-
ing to work more with his brains and
less with his hands, and it is quite
noticeable that both employers and
employees are becoming aware of the
fact that that portion of factory bur-
den called unproductive labor, is ex-
cessive in most instances and can be
reduced by direct labor becoming more
intelligent and assuming a greater re-
sponsibility.

Men get out of life only that which
they put in it. If happiness is to issue
from the mill of life, the material con-
stituents of happiness must be placed
in the hopper for grinding and refin-
ing. The proceeds of a man's activity
are merely the sum of the knowledge
he has acquired. Intelligence, initi-
ative, thought put into the day's work,
produce success.

Progress is always slow, but there
is manifest evidence that all classes of
our citizens are growing in intelli-
gence, that education is spreading and
that we are working toward a better
understanding as between man and
man and as between art and science
and business.

The present commercial age is de-
veloping wonderful men. The finest
brains of today are in the research de-
partments of medicine, chemistry and
industry, reducing in the crucible of
experimental thought conceptions into
anti-toxins, into greater power-produc-
ing and labor-saving machinery, into
practical merchandising and sales
methods and into the saving of waste
all along the line.

One may well be optimistic as to the
future of American industry. There
will be undoubtedly periods of rest,
of reorganization and integration, all
of which is natural and healthy, but
for the long pull the general business
of this country looks good to me.

A. N. P. A. Holds Contest

THE prize contest to advertise
newspaper advertising which was
begun by the Bureau of Adver-
tising, American Newspaper Publish-
ers Association, on September 30, has
attracted attention all over the United
States and Canada.

This is the last month for joining
the competition. Advertisements to
secure consideration must reach the
New York office, 270 Madison Avenue,
at the close of business on Monday,
November 30.

The first prize is $300, second $150,
and third $50.

somewhere

we came across

the phrase

'enlightened selfishness

— which is

a good expression

of our reason for saying

that we cannot

"cover" the Greater

Detroit Market

without some local help

— we want

the advertiser to

succeed — so he will

have more money to

spend in the

Detroit Times

Ufie OPEN FORUM

Individual Views Frankly Expressed

A More Equitable Basis

THE November 3 issue of Advertis-
ing & Shilling reached the writer's
desk this morning. The article, "High-
er Advertising Rates," was read before
the writer even took time to take off
his coat. Mr. Hotchkin has undoubted-
ly struck a vital point and there can be
no question but that the advertising
trend will be in the direction he points
out.

For some time past the writer has
felt that advertising must be oscillat-
ing, like many other activities, from
one extreme to another, and that, after
all, it must assume a more equitable
basis. I agree that this is not the
note recently sounded by Mr. Rand, but
we cannot help but wonder if manufac-
turers, with but few exceptions, are not
striving too hard to maintain over-
heads brought about by increased
manufacturing facilities during the
war period.

C. B. Mathes, Sales Manager
The Conklin Pen Company,
Toledo, Ohio

Competition in Advertising

ALL men are naturally selfish, and
generally it is excessive selfish-
ness that results in self-destruction in
either one form or the other. And it is
quite likely that this same excessive
selfishness will eventually destroy the
very profitable publishing business of
the present era. I am referring par-
ticularly to the bulky magazines and
newspapers that are now being printed.

The article of Mr. Hotchkin in Ad-
vertising and Selling is uncomfort-
ably near the truth. Competition in
advertising is rapidly approaching the
danger point. The law of diminishing
returns is now in operation and a real
advertising crash is in the offing.

It would seem a wise policy to have
many articles similar to the one by Mr.
Hotchkin appear in your columns. It
is far better to avoid the possible dan-
ger than to drive ignorantly full speed
ahead.

S. Van Wie, Advertising Manager,

Beech-Nut Packing Company,

Canajoharie, N. Y.

More Congestion!

I HAVE read in a recent issue
"Higher Advertising Rates — Small-
er Space Units?" by W. R. Hotchkin.
Personally I expect to see still more
congestion: billboards ninety feet high,
magazine pages as large as those of
newspapers, high-speed rotary color

presses housed in airdomes, they'll be
so big.

Why? Because the income of every-
one — papermaker, publisher, agency,
advertising manager — is in direct pro-
portion to the congestion ; and they all
want increased income.

If the income of some of these gentle-
men were in inverse proportion to the
congestion — but that not only wouldn't
prevent Mr. Hotchkin's "battle of the
century" but would call out an army
of engravers, electrotypers and ink-
makers to wage another war.

But, you say, that doesn't answer the
question. Who said it did?

C. H. Barr,
Associate Mills,
Holyoke, Mass.

Advertising and America

MR. R. D. MANSFIELD'S letter
"Copy Cats" is "the cat's
pajamas." He is right when he says
that a star idea cannot be successfully
copied. If it could, it wouldn't be a
star idea.

It is given to but few to soar to the
heights of a grand romance, in adver-
tising or any other place; but in the
case of advertising, built upon univer-
sal principles which are unchanging
with the changing of the years and
fashions, a great door is open to "shine
as the sun in the high places of the
heavens."

True and rare genius may find such
a sphere ; especially in America, a field
for the realization of its fondest hopes
and dreams. Why especially in Amer-
ica? Because the genius of America,
itself, flows from the same universal
principles upon which true advertising-
must rest.

William E. Kerrish,

Boston Gear Works Sales Co.,

Boston, Mass.

Speculative Builders

I HAVE read with a great deal of
interest the article "Marketing
Building Material for the Homes of
Millions," in your Oct. 6 issue.

An unnamed authority is quoted in
this article as saying that "the real
selling of homes is done by the specula-
tive builder and that 70 per cent of
the homes sold are sold by this method
and that the speculative builder is in
most cases a carpenter-contractor."

The speculative builder today is pro-
viding approximately 70 per cent of
all the new homes and apartments.
Since the war these men have been
quite rapidly taking over the residen-

tial building of the country, and have
consistently built more than 50 per
cent of such structures within the last
four years. Investigators now agree
that the percentage will run as high as
90 per cent within a few years.

The important part of it is that
the speculative builder is not in most
cases a carpenter-contractor, but a
real estate operator or realtor. It is
true that some carpenter-contractors
and some of a good many other pro-
fessions are building homes and apart-
ments for others on a speculative basis,
but I am sure that if you were to in-
vestigate this building throughout the
country, you would find at least 90 per
cent of it being carried on by realtors.
H. H. Bede, Adv. Manager,
National Real Estate Journal,
Chicago.

A Representative Replies

AS I am a publication's represen-
tative, I am quite interested in
Mr. Lemperly's letter in your editorial
columns recently. Frankly, I have a
good deal of sympathy with him; and
I also have more sympathy with the
agency.

It is my great privilege to enjoy a
large number of agency friends here
in the New York territory, and very
often while I am interviewing them it
is amazing to me to see the amount
of patience they display with the enor-
mous number of representatives who
call to see them — the courtesy seems
never ending and never failing.

In the final analysis, however, I am
selling something, and the only way
I can sell in the majority of cases, is
to get in contact with my prospective
customer. I am wondering what Mr.
Lemperly's attitude would be if all the
hardware stores or distributors of
Sherwin & Williams products sent him
a letter and told him that they couldn't
possibly interview any salesmen from
S. & W. and other paint concerns.

When you boil the whole thing down,
isn't it a question of cooperation?

We are all in business to make a
living and to make that living not at
someone's expense but rather, in the
spirit of service and cooperation.

Apparently Mr. Lemperly's idea is
to interview these representatives only
when he wants something, and only in-
directly. Isn't it a little selfish?
J. Strickland King, Eastern Mgr.,
National Petroleum News.

Editor's Note: Mr. King's letter is the
first of a veritable deluge of comments on
our recent editorial. Numerous others,
commenting on both sides of the question,
will be published in our next issue.

«sx2).

•Sm»-

November 17, 1926

ADVERTISING AND SELLING

ROSS CRANE

as sketched by
Who's Who in America

Architect, Decorator, Art
Critic and Lecturer

Six years Director of Ex-
tension Department of Art
Institute of Chicago

Founder of Better Homes

Movement and Better

Homes Institute

Author of "The House and
Home Builder," "Home
Furnishing and Decoration"

Educational Director of the
American Homes Bureau

ROSS CRANE

Director of the A merican Homes

Bureau and a National Leader in

Home Decoration

Has Joined the Editorial Staff of

better Homes and Gardens

FOR years, Ross Crane has had a promi-
nent part in developing greater interest
in attractive interior furnishing.

Through his authoritative books on Interior
Decorating, Ross Crane has contributed
much to the beauty and good taste of thou-
sands of American homes.

Beginning with the January issue, Mr.
Crane will conduct the Interior Decoration
Department of BETTER HOMES and
GARDENS with an article in every issue
of the magazine.

Securing Mr. Crane to take charge of this
important work is directly in line with the
editorial character by which BETTER
HOMES and GARDENS has built a circu-
lation of more than 850,000.

850,000 CIRCULATION GUARANTEED

RetterHomes

and gardens

E. T. MEREDITH, PUBLISHER

DES MOINES, IOWA

ADVERTISING AND SELLING

November 17, 1926

We are viewed with alarm
— two years ago

Just two years ago this issue, "A & S"
ran this editorial:

Advertising's Gravest Problem

We think the gravest problem facing
advertising at this time is that of
digesting and assimilating the mass of
organization and standardization it
has swallowed in the past few years
without sacrificing the very elements
that make for effective advertising,
namely, originality and individuality.

"Bunk," says we, "and Kendall didn't
really mean it I"

Does A & S have an editorial closing
date? An editorial schedule for months
ahead? Editorial rules about dotting
eyes and crossing tees? A standard
time for fretting on the job, a standard
make-up, a standard aim in life?

You bet it has and yet it sparkles twice
a month in spite of "standardization."'

Once a western magazine had an orig-
inal and very individual editor. Some-
times, though, he was hard to locate.
One editorial closing day, so the story
goes, he cabled the bulk of the issue
from Paris. That was the end of that
job.

Then he joined an agency. Principals
and clients might tear their hair and
closing dates go hang. Folks who
wanted this chap's stuff had to wait
until his hunches worked. Good stuff,
too, when it arrived but soon he went
away from there. An "ad" in time had
proved worth nine.

Nobody wants to standardize expres-
sion, but advertising machinery has be-
come too intricate not to run on a well-
oiled schedule, with every false motion
out that can be cut.

Nobody around our shop wants to
hamper the creative man. On the con-
trary, we want to create more time for
productive work by showing him short-
cuts to make necessary routine easier.

Lynn Ellis has been doing just that for
fifteen years — teaching his men to save
themselves and yet keep tinte by the
forelock. His crews withal have batted
hicrh in quality of output, as keen for
original and individual expression as
the wildest genius that ever ignored a
closing date.

No, Mr. Kendall, standardization of
things that must be done again and
again is not the gravest menace to ef-
fective advertising. The danger lies
rather in keeping on with the old idea
that successful advertising is inspired,
when nowadays we see it more and
more as a sober engineering problem.

It's time to revise that editorial. We
might suggest an old Burroughs text,
"Since all are agreed that two and two
make four, why not put the brain to
nobler tasks?" Only Lynn Ellis, Inc.,
aims to save a higher type of brain than
did the adding machine.

We believe the advertising executive is
more than ready for simplified practices
that will save creative manpower.
We've given you a 13-time contract in
order to tell your readers about the
first and only corporation in the world
dedicated exclusively to betterment of
the advertising service machine.

Tell them to get our "What Next?"
folder, all about our betterment engi-
neering service—you get one, too, before
rewriting that editorial.

LYNN ELLIS, Inc.

Advertising Relations and Management
One Madison Avenue, Room 346, Desk C — 15

FREE

S. ROLAND HALL'S NEW GREAT

BOOK— GETTING AHEAD IN
ADVERTISING AND SELLING!

There are no strings attached to this offer — no
salesmen— nothing to pay. In order to introduce
you to the books of S. Roland flail, we will send
you. ABSOLUTELY FREE, his latest book GET-
TING AHEAD IN ADVERTISING AND SELL-
ING. This meaty little volume tells you how to
break Into the advertising and Bellini; Held — how
to get a job and how to bold it ; how to get spare-
hour experience; how to establish your own adver-
tising service business. This book is yours, FREE
for the asking. SeDd for your copy today — NOW!

McGraw-Hill Book Co., Inc., 370 7th Ave., New York

Researches
for New
Copy Slants

The right way to strike a fresh advertising
copy note is have us make a survey of copy
appeals. A nation-wide organization is ready
for the purpose; and on household goods we
have the Ap*pIecroft Home Experiment Sta-
tion available.

The Business Bourse

J. George Frederick, Pres,
15 W. 37th St. (Wisconsin 5067) New York

In London. Business Research Services, Ltd.

Inflated Circulations

[CONTINUED FROM PAGE 38]

of waste and loss. Evening papers
which are issued early in the morning:
and morning, papers which are issued
early at night, in the main, represent
nothing but forced figures. They are
unsupported by the news and by natu-
ral reader demand, and secured usually
by the indirect payment of men and
boys with whom arrangements are
made to make a showing of an average
"net paid" sale.

AS many of you are aware, this is
known in the circulation "game" as
"eating returns." The publisher sets
up the hypocritical explanation that he
is "getting representation." What he
actually does is pay a news-boy, or
usually a grown man and some "strik-
ers," a certain sum per week to push
his paper during unusual hours at
points where no legitimate demand
would yield to the boy enough profit to
warrant his putting in his time. The
boy pays for a certain number of
papers every day, whether he sells
them or not. He can afford to do this
and still have a handsome profit be-
cause of the weekly cash payment made
to him for "representation," or on some
other account. The result is increased
"net paid" circulation which is false.
When carried through on a large
scale by one or two papers in a given
field it compels others to meet the situ-
ation or forego adequate selling out-
lets on the streets.

Another abuse, intended to accom-
plish the same purpose is the rebate
to wholesalers in return for payments
to the circulation department, which
represent supposed net sale of papers,
when in truth the actual sale is much
below the figures reported.

A favorite trick is that of making-
so-called "transportation allowances";
i. e., payments to dealers for alleged
truck service or for shipments by
trolley, bus, or any other means of
transportation, when no transportation
of the value indicated by payment is
rendered. These schemes are not con-
fined to the large cities and to the sen-
sational newspapers; they have now
spread to many smaller cities.

All of these subterfuges, and others,
are employed in the wild scramble for
figures of circulation. Some publishers
will deny their existence, most of them
will contend I overdraw the picture,
but all who are impatient with the
present situation know that the waste
and loss which they represent should
be stopped, and will admit that these
schemes are being employed to an
alarming extent.

One development, growing out of the
struggle for numbers, which has begun
to attract considerable attention is the
so-called "combination" newspaper. It
is worthy of more careful study on the
part of advertisers than it has yet
received, because it represents, as it
is usually operated,- one of the most

November 17, 1926 ADVERTISING AND SELLING 55

Every Extensive and Intensive

Farm Paper Investigation

Shows the Local Farm

Paper First in Reader

Preference

Any advertiser or agent who really wants
to find out for himself, should take an
automobile trip through some of our great
mid-western or far western agricultural
states.

The great distances between farms, the ob-
vious difference in local conditions soon
show that it is economically impracticable
for a national farm paper to get or hold any-
where near as much R. F. D. circulation per
state as the local farm paper and impossible
to compete in sustained reader interest.

If the state farm paper is first in circulation
and first in reader preference, it must be
first in advertising value.

Would anybody like to take a trip?

E. Katz Special Advertising Agency

Established 1888

Publishers' Representatives

Detroit

New York

Kansas City

Atlanta

Chicago

San Francisco

ADVERTISING AND SELLING

November 17, 1926

Can you

write

"copy"

to fill

a window?

The periodical copy you are pre-
paring may direct readers to let's
say 3000 windows. Question: Do
you know how to make the windows
complete the sale ? Can you pre-
pare window material that will above
all things BE USED? Natural ad-
vertising equipment — this ability
with window "Copy.*' Basic prin-
ciples for you in the

Handbook

of Window

Display

428 pages, 5x8, Flexible
£5.00

This is the first handbook to cover
completely and authoritatively the
entire subject of window display
principles and practice. It is liter-
ally an encyclopedia of window-dis-
play plans, working methods, kinks
and expedients, every one of which
has been successfully tried out by
well-known retail stores in every
part of the country. It is THE one
standard working manual for manu-
facturers who prepare "dealer help"
material, display men, students of
window-dressing, merchants and ad-
vertising men.

Some Important
Features

9 of "'.Iciler
Ips" — how
ese should be
epared and
listributed:
— the value of
lotion in dis-
ilay; how to se-
cure It;

—a separate
•hapter on the
jse of color in

— discussion of
the use of win-
dow and price-

draperies :
—60 pair's deal-
ing with pnipei

EXAMINE IT FUEE

ok Co., In
c, New Y.
.• TMfs

DISPLAY.
u. poitpald. In
In full payme

inexcusable methods of getting money
out of the advertiser without value
received which has appeared in the
publishing field in the last twenty
years.

The "combination" newspaper and
its "-combination" rate is frequently
the result of a fight for circulation, the
cost of which outruns the increased
revenue which can be gouged out of
the advertiser. Very often, however,
high powered circulation methods and
deliberate inflation are the consistent
consequences which follow the com-
bination of two newspapers.

A morning paper suffering from too
much expense or bad management is
joined with a prosperous evening news-
paper which advertisers want and feel
they must have, or a weak evening
paper is joined with a strong morning
paper.

There is a lot you can do to remedy
unsound practices which exist in the
advertising field. Whether we consider
out-door advertising or street car ad-
vertising, or magazine advertising, di-
rect mail advertising or newspaper ad-
vertising, all of them are making their
fair share of contribution to waste and
loss and inefficiency. In the main they
are highly productive and highly valu-
able. You cannot do business without
them. The amazing thing about adver-
tising is the results it produces in the
face of all the waste, but these facts
do not provide excuses for any of us
to refrain from taking obviously neces-
sary steps to improve present condi-
tions.

The test of any common sense ad-
vertising and selling campaign is not
merely that it brings success but that
it produces a given result at the lowest
proportionate cost.

Sales Outlets

[CONTINUED FROM PAGE 24]

come to my attention in the new align-
ment of retailer and manufacturer. As
a wholesaler's functions are threatened
by "direct" selling of the manufacturer
to the trade, so is there emerging "in-
side buying" and "inside prices." Where
the manufacturer has financed the
dealer, or set him up in business, the
manufacturer's best security for his
"deferred assets" lies in the dealer's
profits.

Only when the dealer makes money
is there hope of the maunfacturer's
"advance" ever coming back.

Within four months a candy manu-
facturer showed me a list of eighty-one
identical telegrams, in the form of night
letters, which he was sending to that
number of "stores" in which he had
"some of my money tied up," as he
phrased it; a Maryland cannery told
me of giving eight days' "advance no-
tice" to six favored brokers for their
1926 pack, although ten times that |
number of brokers represent the com- I
pany in the market; while the automo-
bile president, whose comments have |

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 Dec. 1st
issue must reach us not
later than Nov. 22nd.
Classified advertise-
ments will be accepted
up to Saturday Nov.
27th.

November 17, 1926

ADVERTISING AND SELLING

The Lillibridge Viewpoint

Number Seven

Issued by Ray D. Lillibridge Incorporated

New York

Waiting tor the Train
Down in Texas

Pat neff was standing on the station plat-
form of a small Texas town waiting for a
train one hot summer day when an old
Panhandler came up.

"Waitin' for the train?" he asked.
"Yes," said Neff*. "Late, isn't it?"
The old man shielded his eyes with his free
hand and took a long look up the track, which
extended in a straight steel line to the distant
horizon.

"I reckon it is a bit late," he drawled,
looking at his great soda-cracker of a watch.
"It's due in an hour— an' I don't see it nowhere!"

Frederick Collins tells this story in his book,
Our American Kings. It is a good story for
metropolitan advertising men to read to remind
themselves that America is a vast country, and
that the distances involved in national distri-
bution are not all physical distances: there are
wide mental distances, too, which must be
taken into account in preparing advertising
messages.

Circulation: A State of Mind

Le Bon, the French psychologist, declares
J that a crowd is not a mere aggregation of
people, but a state of mind.

That is why it is quite as important accu-
rately to judge the mental temper and tempo
of the people forming your market as it is to
know the circulation figures of the mediums
you plan to use.

This year's subscription list of any magazine
or newspaper is different from last years, be-

cause it has changed its ideas about some things
— is in a new state of mind.

Important for advertisers to realize.

T/[fE subscribe to Harry Tipper s
observation: "The final purpose
of advertising is not to prove the compar-
ative superiority oj the article in compe-
tition. The object oj advertising is to
take it out oj competition, that it will no
longer be compared but "will be accepted
by the buyer."

Idea for Association Advertising

One of the problems that confronts every
association that plans a cooperative adver-
tising campaign is that of finding an idea big
enough and broad enough to represent the whole
association.

We have such an idea, fundamental in
character, but adaptable to an association in
any one of several fields, which we would be
glad to explain to any group of interested as-
sociation principals. We believe it will clear up
the whole problem of association advertising
for them and give them a start along sound
lines, and one that will win the enthusiastic
support of their membership.

Realities

It is the realities of the present period of
American life, with old markets and old
methods passing and new problems confront-
ing business at every turn, that make it im-
portant that the old loose habits of thought
about advertising and selling be abandoned
and all efforts focused sharply on definite
objectives.

ADVERTISING AND SELLING

November 17, 2926

JD"'"

*Mg

Ml -'^Jk

elllhat

n color.

ost?No

| 1

1 1 1 1 -it j

THE "COOD OLD DAYS!" If the plumbing pipe, and he puts it in tostay.. Even!

estimate tempts you tocut, remember this The brass pipes, there are differences On
prehistoric plumber ran piping exposed He e\tra ounce of safety, — Alpha. Itscx
used iron and steel It this piping corroded and per content guarantees that. You can
leaked — which it always did — that was an- Alpha is different, it is more golden
other day's work He didn't expect any job to makes tighter joints.and completely re,
be other than temporary But the modern rosivewaters How much more does it
plumber has more at stake His piping is con- more Specify it by name, and identify
cealed behind plaster and tile If hiswork tails. Alpha trademark stamped into ever)
it wrecks a thousand dollar investment. Pipe pipe Made in the great modem milL
today must give permanence So he urges brass Chase Companies, lnc.atWatejbur

e^LPHA

cgrasspipe

contains more copper

One of the first steps in taking a product out of competi-
tion is to take its advertising out of competition

In advertising Alpha Brass Pipe for The Chase Companies,
Incorporated, we might show the modern bathrooms in which
it is used, thus entering into "attention competition" with
Standard and Crane and Kohler and the rest. Instead, we
have harked back to the bathroom of the tin-tub and exposed-
pipe days and dramatized the fact that, with un-get-at-able
plumbing, concealed behind costly tiled walls, nothing less
should be considered than "a brass pipe containing more
copper."

Mr. Calkins Coins a Phrase

Earnest Elmo Calkins has put into words:
this Thing that we who write advertising
should guard against.

"The advertising tone of voice," he calls it.

We believe that the advertising tone of voice
is as destructive to advertising effectiveness as
was the sanctimonious sing-song of the old-time
country parson to interest in salvation.

The business world is under debt to Mr.
Calkins for this phrase, for its very coinage will
help to cure the condition which it describes.

Add: Virtue of Budgets

Some ways of spending an advertising appro-
priation are easier than others. One way is
to spend recklessly but hopefully in large
chunks. This way is sometimes highly profit-
able for all concerned; and then again, some-
times it is profitable for everybody but the ad-
vertiser.

Another and less spectacular way is to spend
with a definite realization that every dollar
must be wisely invested regardless of what
methods or mediums may be involved or how
much painstaking "follow-through" detail ma}'
be required. This way is pretty certain to work
out profitably for the advertiser, but often not
so profitably for the advertising agent. Yet it
is this latter kind of unbiased counsel and will-
ing cooperation in the bread-and-butter job of
making sales or getting results that means the
most to the advertiser and makes his appro-
priation go farther in the long run.

Because we insist on keeping ourselves in a
position to work this way for our clients, we
operate on a Fee-and-Budget system that ef-
fectually relieves us of all possible prejudice
and pays us in direct proportion to the amount
of work required by each client.

If you would like to know more about this
Fee-and-Budget system, we'll be glad to send
you a folder which explains it.

RAY D. LILLIBRIDGE INCORPORATED

.Advertising

NO. 8 WEST 40TH STREET ' NEW YORK

Telephone: Longacre 4000
Establishrd in 1 899

November 17, 1926

ADVERTISING AND SELLING

already been quoted, stated as his ob-
jection to his executives becoming si-
lent partners with retailers his belief
that:

"By coding their messages they man-
age to give some sales agencies dope
they shouldn't have. The others learn
of it, and are mad. Such things bust
up the loyalty of one lot of agencies
faster than we can build it somewhere
else. A corporation can't expect loy-
alty if there's favoritism floating
around."

Atlanta Advertises

1AST February Atlanta broke her
. first copy. The campaign is of
"■ a new type and the results, to
date, will be interesting to advertising

Freed from the Yoke
of COTTON'S Domination

— the South's Buying Power
Climbs Steadily

Atlanta

men ; especially to those who are dally-
ing with the thought for their own
communities.

Atlanta's advertising is appearing in
thirty publications, of which more than
twenty are specialized trade and tech-
nical papers, and the copy is specialized
to fit the media.

Carefully prepared messages express
Atlanta's belief that that particular in-
dustry can profitably make use of At-
lanta's advantages.

In the general media — publications
selected for their appeal to broad ex-
ecutive groups — a more general mes-
sage along the same lines is appearing.

The results of this are interesting.
During 1925, when there was no cam-
paign appearing, there came to At-
lanta eighty-three new concerns, with
a total annual payroll of $4,500,000.
The advertising began in February. By
July as many new concerns had joined
Atlanta's industrial and business ranks
as came during the whole twelve
months of last year. And today — nine
months since the copy started — the ad-
vertising has swelled the total to more
than 700 well-known concerns within
the city.

vS"

adueriised

in the
BOOT and SHOE

RECORDER

1ST

American Footwear is the cri-
terion the world over. Yet no
American footwear is more
favorably known in any country
than WALK-OVER shoes for
men and women. For many
years the pages of the Boot and
Shoe Recorder have been an
efficient carrier of this interna-
tional reputation of the Geo.
E. Keith Company of Campello,
Brockton, Mass.

Chicago New York Philadelphia BOSTON RochesI

Cincinnati St. Louis

s;*2

% _-•» A.B.P. and A.B.C.
r£c£-*C Published

c CHICAGO Twice-a-month

Bakers' Helper has been of practical
•ervice to bakery owners for nearly 40
yean. Over 75% of Its readers renew
their subscriptions by mall.

AmeriranJ^mberman

Est. 1873 A. B. C. CHICAGO

With over 100 paid correspondents in
the largest producing and marketing
centers the American Lumberman-
published weekly — effectively

COVERS LUMBER FIELD

r MOTEL

EMPIRE

New York's newest and most
beautifully furnished hotel -
accomodating 1034- Quests

Broadway at 63-Slre«t.

*<*** $252 0/ ^£>.

ROOM WITH PRIVATE BATH-

$350

ADVERTISING AND SELLING

November 17, 1926

item

lat

ion •• * - * -

the kind that counts!

ARGENTINA is Uncle Sam's second best customer for automobiles, out of more than
60 countries in the world; and the yearly increase in Argentina's automobile imports
from the United States tells an interesting story.

1924

1925

I r

12,219 cars

31,489 "

19,270 " or 157%

ARGENTINA is an ever-expanding field for American automobiles. The people
are buying more American automobiles each year.

LA NACION, the newspaper with the circulation of the kind that counts in ARGEN-
TINA, receives the preference of shrewd advertisers who are having remarkable
success in reaching these live prospects. Hence —

LA NACION runs practically three times as much linage in American automobile
advertising as its nearest competitor.

LA NACION Nearest Competitor
July, 1926 29,036 lines 10,444 lines

August, 1926 26,502 " 9,399 "

LA NACION has the LARGEST circulation of any newspaper in Buenos Aires and

is the ONLY newspaper in South America with a duly AUDITED and CERTIFIED

circulation, along A. B. C. lines.

LA NACION is the "royal road" to the purchasing power of a fertile market —

ARGENTINA.

"Ask LA NACION about Argentina"

Editorial

General Office in

the United States:

W. W. DAVIES

Correspondent and General Representati'

383 Madison Ave., New York

United States Advertising Representatives:

S. S. KOPPE & CO., INC.

Times Bldg., New York

Telephone: Bryant 6900

ising in Argentina" a
rge A. Mitre, Publishe

NEW DESIGN!!

ADVERTISING

Write /or iescript

F.O.B. Factory
9126.00

tu ditcouni*

430 West 45th St.

ADVERTISING

York. N. Y.

Be sure to send both your old
and your new address one
week before dale of issue
with which the change is to
take effect.

Are Repeat Orders a
Good Sign?

By Harold F. Marshall

Advertising Manager, Warren Webster &
Company, Camden, N. J.

VER sixty-five per cent of
the 'Blank Ding Bats' are now
being sold on repeat orders."
"Eighty-five per cent of our clients
call us in a second time." Such is the
testimony to which many manufactur-
ers "point with pride." The fact that
a large percentage of the business con-
sists of repeat orders is offered as
evidence of dependable design, supe-
riority of product, and what not.

Has anyone ever questioned the
soundness of such evidence ? Of course
if the buyers of the product are deal-
ers there is no doubt that repeat orders
do indicate consumer satisfaction.
But even in this field an excessive per-
centage of repeat orders may indicate
the opposite of progress: stagnation.
Suppose one hundred per cent of the
business consisted of repeat orders.
Such a condition would indicate a com-
plete failure of the sales force to de-
velop new customers, new accounts,
and new uses.

It is the manufacturer selling to in-
dustry who prides himself most on
"repeat order" business, and it is in
this field in particular that the indica-
tion of satisfaction afforded by repeat
orders should be most emphatically
"viewed with alarm." Does it indicate
a sales force that, having plowed an
initial acreage is now reaping repeated
harvests while gradually but steadily
"starving" the soil? Does it indicate
that highly paid salesmen have ceased
to function as sales developers and are
being paid a large income for taking
orders which come in largely as a re-
sult of a reputation established by the
operation of the product itself? Are
the salesmen, like life insurance agents ;
collecting each year a "commission"
for a once-sold policy?

Take another angle to the problem
that may and does exist in many
cases. Let us suppose that sixty-five
per cent, or more or less, of the prod-
ucts are sold in repeat orders. Per-
haps there are 100 salesmen and a
large majority of the sales are being
made by them to 500 customers. Will
an analysis of your sales record show
that for the 500 repeat-order custom-
ers there are 5000 one-time buyers —
who are one-time buyers mainly be-
cause the inertia of self-satisfaction in
your men and in your company is re-
tarding the work of developing this
latter and larger group?

To all "old established concerns" we
suggest a digging into the files and a
checking-up. Instead of "pointing
with pride" to the repeat-order busi-
ness, begin to check up the rate at
which new accounts are being added.
One of the interesting proofs that
"advertising does pay" is that the new
accounts are usually found to be

November 17, 1926

ADVERTISING AND SELLING

^fie Rural Market
is Larger %t°l

SIXTY-FIVE per cent of the popu-
lation of the Southwest is rural.
Only 35 per cent is urban.

These are federal figures. In the
seven-state area surrounding Kansas
City the country people outnumber the
city dwellers two to one.

The rural market has twice the po-
tentialities of the urban market — twice
as many people to buy motor cars, cloth-
ing, foodstuffs, furniture, radios and the
other things that make for human com-
fort and happiness.

The most popular farm weekly in this
great agricultural area is The Weekly
Kansas City Star, with a paid circula-
tion of 430,000 copies. It reaches 59%
of the farm homes in Kansas and 41%
of the farm homes in Missouri. It like-
wise has the largest percentage of rural
route circulation of any farm paper in
these two states.

Don't pass tip two-thirds of the South-
west. Use The Weekly Kansas City
Star, at the lowest farm paper rate in
America. Or, better still, use it in com-
bination with THE DAILY or SUN-
DAY Star and capture the whole mar-
ket, urban and rural.

Daily or Sunday Star advertisers may
use The Weekly Star at a discount of
25%, thus bringing the already low rate
of The Weekly Star down to 75 cents a
line for 430,000 rural circulation. This
is the rate on a basis of half-page space.

The Daily and Weekly Star circula-
tion exceeds 900,000 copies. The Sun-
day and Weekly circulation exceeds
700,000 copies.

Write for details or ask your adver-
tising agent about the most amazing bar-
gain ever offered in urban and rural
coverage.

430,000 Paid Circulation

New York Office. 15 East 40th St.

Chicago Office, 1418 Century- Bldg.

ADVERTISING AND SELLING

November 17, 1926

Sell and prow
first — advise
afterward

We have a practical method for un-knotting
sales problems — but no formulas. Every
business is different! In the field sales lab-
oratory we give product, policy, plan and
personnel the acid test and, ourselves — by
selling— demonstrate what will work best.

MARQUIS REGAN Incorporated

SALES COUNSELORS- -270 MADISON AVE. N.Y.

It makes sense that our practical test methods
prevent waste and loss. Why gamble on men
and ideas! You ean find out, on a small scale,
exactly how sales and profits can he in-
creased and then expand without speculat-
ing. Write for details or /or appointment.

HOTEL ST. JAMES

• 00-113 WMt 45th «.. NtW York Cltv
Mlnray between Fifth Avenue and Broadway
An hotel of quiet dignity, harlnc the atmosphere
and ipDolntmtnti of a well-oondltloned home.
Much ferored bj women traveling without eeoort.
I mlnutea* walk to 40 theatres and all belt ahopi.
Rat*$ and booklet on application.
W. JOHNSON QULNN

it marks a milestone
in dealer co-operation

it's an

Elfl/ONfREEM/IN
WINDOW DI/PMY

511 E-72dSt.
Rhinelander396o h
.NcwYorkC.tyJ ^jgjl|p^/

"among the missing" when advertis-
ing plays an unimportant part in the
sales operation.

A high percentage of repeat orders
may be fine evidence to show a "pros-
pect"; it may indicate to the manu-
facturer that design and construction
are about right; but to the sales or
advertising analyst or manager it
should be considered a suspicious char-
acter to be put through the "third de-
gree."

A. N. A. Elects New Officers

AT the annual meeting of the Asso-
ciation of National Advertisers,
-held at Atlantic Cty on November
9, the following officers were elected :
President, S. E. Conybeare, assistant
sales manager in charge of advertis-
ing, Armstrong Cork Company, Lino-
leum Division, Lancaster, Pa.; first
vice-president, W. A. Hart, director of
advertising, E. I. du Pont de Nemour
& Company, Inc. ; second vice-president,
Verne Burnett, secretary, Advertising
Committee, General Motors Corpora-
tion; third vice-president, Arthur H.
Ogle, advertising manager, The Wahl
Company.

The following directors were elected
whose terms expire in 1929: W. K.
Burlen, advertising manager, New Eng-
land Confectionery Company; C. F.
Beatty, advertising manager, New Jer-
sey Zinc Company; M. B. Bates, adver-
tising manager, Life Savers, Inc.; and
T. F. Driscoll, advertising manager,
Armour & Company. Everett Smith,
advertising manager, Fuller Brush
Company, was elected to fill the un-
expired portion of Mr. Ogle's term (to
1927), Mr. Ogle having been elected
vice-president.

The remaining directors are: F.
Dickinson, advertising manager, Hupp
Motor Car Corporation; R. N. Fellows,
advertising-sales manager, Addresso-
graph Company; C. Gazley, assistant
general sales manager, Yawman &
Erbe Manufacturing Company; B.
Lichtenberg, assistant director of ad-
vertising, Alexander Hamilton Insti-
tute; E. T. Hall, vice-president, Ral-
ston Purina Company; Evans E. A.
Stone, advertising manager, Chemical
Products Division, Standard Oil Com-
pany of New Jersey; W. W. Wachtel,
advertising manager, Loose-Wiles Bis-
cuit Company; P. B. Zimmerman, ad-
vertising manager, National Lamp
Works of General Electric Company.

Convention Calendar

February 26-28. 1927 — Eleventh
District Convention of the Interna-
tional Advertising Association,
Greeley, Colo.

June 26-30, 1927 — Fourth District
Convention of the International Ad-
vertising Association, Daytona Beach,
Fla.

October 19-21, 1927 — Direct Mail
Advertising Association, Chicago.

1927 (dates not yet decided) —
Outdoor Advertising Association of
America, Atlantic City, N. J.

November 17, 1926

ADVERTISING AND SELLING

IT TAKES A MAN OF VISION TO SEE A PROMISED LAND

Moses, like all great leaders, was a man of vision.
His people down in the plain below saw only a
trackless wilderness, but Moses trom the mountain
top looked over Jordan and saw "a land flowing
with milk and honey."

Men of vision today are looking out in the
rural districts where they see more than mere strag-
gling farms and villages. They see a promised

land of increased sales, and they are making every
effort to gain the ear ot the new and vigorous mar-
ket that has sprung up out there.

Every month Comfort Magazine talks to six
million faithful readers, most of whom are part of
that market. Into the million homes of its old
friends — friends of thirty-eight years' standing —
it is ready to carry your message about your goods.

THE KEY TO HAPPINESS AND SUCCESS IN OVER A MILLION FARM HOMES

AUGUSTA, MAINE

N E W YORK, 250 PARK AVENUE • • CHICAGO, 1635 MARQUETTE BUILDING

LAST FORMS CLOSE zSih OF SECOND MONTH PRECEDING DATE OF [ssl !

ADVERTISING AND SELLING

November J7, 1926

" — has proved
to be just what the men
wanted — "

Berry Brothers

The Pyramid Sales Portfolio is "opening
more new accounts and selling more to the
old customers," writes Berry Brothers.
Better still, read for yourself the letter
written by Mr. C. L. Forgey, Advertising
Manager :

"The Pyramid Sales Portfolio you built
for us was demonstrated at our recent
sales convention and has proved to be
just what the men wanted. Now that

and they surely

"This, of course, is brought about
thru the fact that they have a complete
story visualized which strengthens the
old house in the minds of those who
already thought well of it.

"To work without a demonstration
such as this portfolio is like playing
ball without a ball.

"We want to thank you again for your
very good co-operation In planning and
bringing this sales presentation to a
reality."

Complete information
furnished upon

nil be gladly
e quest.

)yramid$ales

Presentation.

Michigan
Book Binding Company

Schmidt Power Bldg., Detroit, Mlehiga

On Buying Space

[CONTINUED FROM PAGE 36]

One advertiser of my acquaintance
handles this matter in a manner which
seems to me more intelligent than the
usual procedure. He first lays out his
publication space-schedules on a basis
which he and his counsel agree upon
as adequate to the normal, expected re-
quirements of his sales program. He
then does the same thing with his direct
mail and printing program. Then he
establishes his art and engraving
budget.

WHEN those necessities have been
provided for, he goes down his cost
sheets once more and establishes what
might be termed his "elasticity factor"
or "emergency appropriation." Against
each former item he places a second
sum which is thereby made instantly
available in case its expenditure be-
comes advisable.

Two developments are regarded as
bringing about such a possibility:

First, a considerable change in busi-
ness or competitive conditions, calling
for prompt and aggressive advertising
action.

Second, the discovery or develop-
ment of unforeseen advertising ma-
terial which, for adequate handling, re-
quires more than the usual space size.
For one of the publications on his list,
this "elasticity factor" permits — should
conditions justify — the use of double
pages in place of single pages on
25 per cent of the insertions. In this
instance the publication is a business
paper which carries all of his detailed
announcements and similar news to his
most important market. He has found
from experience that this is a far more
satisfactory method of operation than
to attempt to cramp two-page stories
into single pages or to take the other
alternative and use double pages at
the expense of later continuity.

When this advertiser is away from
his office his advertising manager and
agency are entrusted with full au-
thority to take emergency action in his
absence. The result is a use of ad-
vertising which is the envy of others
in his field, who have not discovered the
secret behind its unfailing timeliness.

By refusing to consider any partic-
ular space unit a siwe qua non or a ne
plus ultra he freed himself and his
advertising from an unprofitable re-
striction. And he then carried his rea-
soning to the next logical step and
made his whole program equally flex-
ible and mobile.

It is my conviction that there are
scores of other advertisers who could
also profit largely by similarly shat-
tering their rigid habits as to space
size and their habits of thought as to
the sacredness of pre-ordained budgets.
* * *
The third topic which I would like
to introduce is more in the nature of

a query than a comment. I cannot pre-
sent any illustrative evidence.

A man's legs, so we are told, should
be long enough to reach the ground.
Similarly, it is growing to be the uni-
versal professional conviction that a
piece of copy should be long enough
to present its message adequately.
(Some advertisers still insist that the
only effective copy is copy of almost
poster-like brevity, but few agency
copy-chiefs persist in holding that
theory.)

Now, granted that a piece of copy
should be long enough to tell its story
adequately, it would seem that this
matter of determining the size of space
unit to be employed would in some
degree hinge upon the amount of space
required by the copy itself, plus the
additional space needed for proper il-
lustration and other component parts.
With these two factors determined, it
would then seem that the choice of
space size would be further affected
only by considerations of trade effect
(i. e. "dealer influence") and the de-
sirability, if any, of paying something
more as a premium for the attention-
value of additional area.

Certainly this procedure does not
sound illogical, and yet, so far as my
own observation and experience go to
show, few space sizes are selected on
any such basis.

Both in advertising department oper-
ation and in advertising agency prac-
tice the rule seems to be "decide on a
publication, decide on the size of space,
and then send through instructions to
supply that space with copy and illus-
trations to fit it."

Am I wrong in this?

IS any material precentage of space
purchased after consultation with the
man who will be required to use it
and after he has given his opinion as
to whether the particular size of ad-
vertisement scheduled is adequate, or
over generous. Isn't it far more usual
to make the decision arbitrarily on the
basis of pages, half-pages, quarter-
pages or less, purely from cost con-
siderations, and put it up to the copy-
writer to make the best of it, even
though his effort must prove in many
cases a misfit?

This particular question was brought
to mind by the memory of an incident
in a certain space buyer's office, which
was unprecedented in my travels and
hence made a deep impression on me.

After some consistent cultivation I
had finally convinced this agency space-
buyer that my publication would be an
effective and profitable addition to a
certain manufacturer's list. He had
admitted it and I was waiting to hear
his verdict as to the amount of space
he would buy, when something hap-
pened. He turned to the telephone and

November 17, 1926 ADVERTISING AND SELLING 65

A STEADY
CLIME

Local display advertising linage for three successive Septem-
bers shows increased linage.

What factors have made for these successive gains?

Editorial and advertising merit!

Merit always wins.

Figures prove The Press' case. Read the local display ad-
vertising record of the three Memphis dailies (no Sunday figures
included) for three successive Septembers :

1924 1925 1926

The Press 19,019 inches 29,229 inches 32,533 inches

News Scimitar 27,998 inches 27,121 inches 28,501 inches

Commercial Appeal 37,090 inches 37,888 inches 35,274 inches

In 1924 The Press was a weak third.

In 1925 The Press was a weak second.

In 1926 The Press is a strong second.

— with a lead of 4,032 inches over the News Scimitar and only
2,741 inches behind the Commercial Appeal.

It's impossible to cover the city of Memphis without L'he
Press' city circulation — it is FIRST, with a daily average for
six months ending September 30th, 1926, of —

Tilt® M@mii)]p>Ms Piress

NATIONAL REPRESENTATIVES

ALLIED NEWSPAPERS, INC. 250 PARK AVE., N. Y. CITY

Chicago Seattle Cleveland San Francisco Detroit Los Angeles

MM^MMMM^M^MMW^J^T^SL^M.-^-'^ - : :- '- : 7- - : 7~ -I"'-' l\^:25JOUffMMMS^3&:5jy&5£3MM2 - ;

ADVERTISING AND SELLING

November 17, 1926

GAS is destined to universal application. Its
extension into all fields of industrial and
domestic use leaves no doubt as to its eventual
supremacy over all other fuels in the near future.

Equipping the gas industry for such a future in-
volves the annual expenditure of a sum of almost
inconceivable proportions. The gas industry is
a ceaseless buyer of all types of engineering
equipment and a multiplicity of other products.
Here is a field in which appropriate merchandise
will meet with tremendous success, and it is a
market that is perfectly covered by Gas Age-
Record.

We will be glad to advise you concerning the
possibilities for your product in this field. You
will incur no obligation.

Gas Age-Record

B. C.

A. B. P.

"The Spokesman of the Gas Industry"

9 East 38th Street New York

asked a copywriter from an adjoining
office if the latter could spare a minute.
The copywriter came in and was asked
this question : "How much space per in-
sertion would you need to tell the

John Doe story to ?" (here he

named the field reached by my book.)
The copywriter thought a moment and
finally answered: "I want some time
on that. If you can wait till tomorrow
I'll rough up some copy, sketch up a
layout or two, and tell you definitely
as soon as I'm sure." And that was
the way it was left. I didn't get my
order until the copyman had given his
answer.

It was a new one on me, but the
more I thought it over at the hotel that
night the more it seemed to me that
that agency was operating on a funda-
mentally logical track.

We also publish Brown's Directory of American Gas Companies
and the Gas Engineering and Appliance Catalogue.

Brush and Palette vs.
the Dictionary

[CONTINUED FROM PAGE 32]

to maintain the status quo on our
moron population. If reading maketh
a full man, a lot of our voters are go-
ing to be fairly empty above the ears
as time and the picture-craze go on.
Kids loved the Chatterbox mainly on
account of the pictures, and some of
their elders look to be in for a second
lease on youth. But here — I promised
not to be too hard on the "picture"
rage.

To get back to shop, how does all this
concern advertising men?

There is more of less of a trend, al-
most a school, of "illustration hounds"
in advertising, as most of us know.
The feud of the Brush & Palette vs.
the Dictionary is not new. Forceful
engraving propaganda has had its
innings with most of us, at one time
or another. What with axioms to the
effect that your story in pictures leaves
nothing unsold, and Chinese adages
reporting the victory of 1 Raphael
over 100 Shakespeares, we have had
bad moments when we almost fired
the whole copy staff. But, reason re-
turning, we have thought better of the
matter and decided to chance at least
a caption under the all-powerful cut
to explain that after the delectable
heroine finished her washing at 6.45
a. m. she could sit around and wait
for the neighborhood movie to open up.

The constant controversy for space
between the artist and the copy writer
in advertising seems to me quite super-
fluous. Admittedly there are things to
be done, effects to be gained, which can
be accomplished perfectly and pre-
eminently by illustration. Likewise
there are ends to be gained which can
be gained only by word of type. To
tempt a man to buy a specific motor
car, for example, when all motor cars
look more or less alike, by flashing a
cut of that car before him, rather than
by definite or indefinite selling argu-

November 17, 1926

ADVERTISING AND SELLING

ment couched in trenchant English, is
a waste of space.

ONE criticism there is which a mul-
titude of advertising illustrations
at present deserve. That is lack of con-
viction. Perhaps the classic example is a
home-owner exhibiting to his guests his
house-heating apparatus — in a base-
ment setting and all of the characters
in full dress. Strained circumstances,
unreal "prettiness" and too perfect
perfection are risky ground for adver-
tising art. Only in industrial advertis-
ing today are products and people
generally pictured more or less as
they actually are. This is really too
bad.

The over-industrious retoucher has
perhaps disillusioned the public mind
of the belief that the camera does
not lie. The erring artist has put wax
dolls into "action" pictures, and espe-
cially into clothing- illustrations, where
human beings belong. I long for some
automobile manufacturer to beat the
over-worked picture game by having
the nerve to show actually virgin-
photograph cuts consistently. He would
certainly be exclusive in his line to the
n-th degree.

Whatever the place of pictures in
good advertising, one can scarcely con-
tend that their importance is being
neglected, at least in many lines. The
danger, if it lies anywhere, lies in
pointing your finger at your product
and growing tongue-tied. Show your
product, by all means, but don't forget
to sell it too. Advertising is not an art
gallery altogether. Nor does the pop-
ular preference for no end of pictures
prove that pictures alone will sell mer-
chandise.

Imagine, for a minute, the probable
success of anyone who attempted to re-
place the printed Bible with a picture
Bible, and "sell" religion with that sub-
stitute. Art in advertising is the silent
salesman. It suggests, but copy talks.
As long as we have salesmen on the
road, it's logical to believe we must
have salesmen in the type font also.

American Society of Sales

Executives Holds

Elections

At the annual conference of the
American Society of Sales Executives,
held at White Sulphur Springs, W. Va.,
the following were elected to office:

H. W. Prentis, Jr., vice-president and
general manager, Linoleum Division of
the Armstrong Cork Co., Lancaster,
Pa., chairman; Frank Hayden, sales
director of Becton, Dickinson & Co.,
Rutherford, N. J., secretary, and F. E.
Van Buskirk, vice-president of the L. C.
Smith & Corona Typewriters, Inc.,
Syracuse, N. Y., treasurer. C. H.
Ruhrbach, who has been executive sec-
retary of the Society since its organi-
zation in 1918, was reappointed to that
position.

Custom. Cut

While it is customary to pay
a premium for anything custom
made, printing by Goldmann
is a happy exception to that
rule.

Here at the plant of Isaac
Goldmann Company there are
no limitations of either mechan-
ical equipment or personnel
which require that you re-shape
or prune your plans to fit our
presses.

Cut your printing to fit your
requirements and we will pro-
duce it without alterations. Or,
we will cut it, as well as pro-
duce it for you.

ISAAC GOLDMANN COMPANY

Established 1876
80 Lafayette Street Worth 9430

New York

ADVERTISING AND SELLING

November 17, 1926

Questionnaires

DURING the World War
there broke out a plethora
of questionnaires.

The government started it, because
masses of information were needed
quickly. The questionnaire is one of
the most effective devices for accum-
ulating information rapidly and in-
expensively.

Publishers were amongst the first
to take up the questionnaire. And,
it is still being extensively used by
we boys. This is because the nature
of the publishing business makes the
questionnaire readily adaptable.

Most questionnaires issued by pub-
lishers are for the purpose of gather-
ing what looks like information that
looks favorable to the issuing pub-
lication.

A strong magazine can issue a
clean-cut, honest list of questions and
get information that will do it no
harm. A weak magazine, feeling
that it too must have results of a
questionnaire to show, must resort to
ingenious (if not ingenuous) devices
to get some fake information.

An agency friend of mine who
knows beans when the bag's untied
• which is the way they used to say
a man "knows his groceries") told
me of a laughable case where two
magazines in the same field decided
at the same time to work a question-
naire. One magazine was obviously
much weaker than the other, yet the
summary of its questionnaire seemed
to prove that it was the stronger far.

In interpreting questionnaires, ad-
vertisers must bear in mind the pur-
pose for which it was issued and
analyze the technique of the ques-
tions.

lor

INDUSTRIAL POWER
608 So. Dearborn Street
Chicago, 111.

TRIAL POWER is its own ques-
tionnaire: i.e., its readers spontaneously
yield accurate proof that they read INDUS-
TRIAL POWER and respond to its adver-
tising pages.

ther wee^

Those one-piece bathing-suits

A friend of mine who spent an after-
noon last summer at one of New York's
bathing beaches, tells me that never
again will he pay money to see a
"girly-girly" show.

"Why should I?" he asked. "I had
a bully swim, a sun-bath and a better
'show' than you'll find anywhere on
Broadway — all for seventy-five cents."

A "Masterpiece"

Another "epic of the screen" was un-
reeled for the first time (in New York)
last Sunday night, in one of Broadway's
picture palaces. According to the press
agent, this particular opus is a master-
piece — "the finest thing Miss What's-
her-name has ever appeared in."

Maybe! Maybe! But I saw it five
weeks ago, in an up-state village, whose
total population is less than four hun-
dred. Unaware that it was Miss
What's-her-name's latest triumph, I as-
sumed that it was something that had
been ground out ten years ago; and
not very good at that. I know better
now. It's a masterpiece. Funny,
though, that a picture which is thought
good enough to be shown on Broadway
should have appeared, weeks ago, in a
tiny hamlet.

Salesmanship!

In response to my inquiry as to
whether she carried such a thing in
stock, the young woman in charge of
one of New York's "health food" estab-
lishments produced samples of three
cereal substitutes for coffee. I exam-
ined them casually and asked her which
was best. She did not know, she said —
"they're all about the same, I guess."

"Which do you use?" I asked.

"Me ? I drink cawfee," was her
answer. "My Gawd, mister, if I didn't
have a cuppa cawfee first thing after I
get up, I'd die."

Character

Don't make the mistake of thinking,
from anything you may have read in
this column, that I am an unfriendly
critic of Britain and Britishers. The
contrary is true. For both I have pro-
found respect; and not only respect,
but affection.

I do believe, however, that Britain

is, at the present time, paying the price
for the sins of her past — a too rigid
class-system; an almost criminal dis-
regard for the welfare of the common
man; and an unwillingness to adjust
herself to a changed and changing
world. But she has one priceless as-
set — her people have Character.

The High Cost of Prize-Fights

Somewhere around $2,000,000 was
paid by the — about — 145,000 men and
women who saw Dempsey and Tunney
try to knock one another into insensi-
bility. But, it seems to me, that amount,
great as it is, was only a small part of
what the fight cost.

The day of the fight and the day
after, I rode in a dozen elevators and
in as many street cars. Elevator men
and street car conductors were lapping
up the latest "dope" from Philadelphia.
Temporarily, they were lost to the
world of affairs. And I have no doubt
that in thousands of offices, stores and
factories something of the same sort
was going on. The loss in production,
'round about that fateful Thursday in
September, must have been terrific. I
know of at least two periodicals which
had to stop their presses and rip their
forthcoming issues to pieces to prevent
the appearance of articles which told
"Why Dempsey Won."

They Mean Less Than Nothing

Says Floyd Parsons in "Everybody's
Business" in a recent issue of A. and S.:
"I have a collection of forecasts from
our leading investment houses cover-
ing a period of about ten years, and a
careful examination of these advices
show that their percentage rating is
very low in the matter of accuracy."

I amuse myself occasionally by read-
ing the extracts from stockbrokers'
letters which appear from time to time
in some of the New York newspapers.
Nine times in ten they are of the sort
which the ancients characterized as
Delphic — that is, they are so phrased
that they mean less than nothing.

"Sell on rallies," one broker advises.
But what if there are no rallies?

"Buy on breaks," says another. But
what if there are no breaks?

He Was Right, After All

In an auction-room, recently, one of
the floor-men tried to interest me in
what he called a "refractory" table —
"a dandy. Yes, SIR."

To show me how fine the table was,
he proceeded to put it through its
paces. In less than two minutes, it
became quite evident that the table was
all he said it was. It was refractory,
beyond a doubt. Jamoc. j

November 11, 1926

ADVERTISING AND SELLING

Cleveland women

are representative of the

2 25POO KEY BUYERS

who keep house with The Plain Dealer

THE American Woman is the KEY BUYER in every family.
The man merely thinks he does the buying.

You're looking at 8,000 progressive, prosperous KEY BUYERS
in this picture. Going to school again — to a COOKING School,
too!

Eight thousand Managing Women in their 30's, 40's and
50's. Know a lot now — want to learn more. About BUYING
food. About COOKING and serving food. About WHICH cereal,
coffee, bread, tea, biscuit, flour or baking powder they should buy.
About WHOSE canned vegetables or fruit is nearest Nature's.
Or HOW refrigerating, washing, ironing, sweeping or cooking
can be done electrically.

Eight thousand of the KEY BUYERS of everything used in
Cleveland and Northern Ohio homes. All keeping house with The
Plain Dealer! As their mothers did, as their daughters will.

Then visualize the PERMANENT Home Makers'
School for Northern Ohio Women that's TWENTY-
EIGHT TIMES as big as the one illustrated, that
includes the 225,000 KEY BUYERS who are Keeping
House with The Plain Dealer EVERY day!

Qk Cleveland Plain Dealer.

in Cleveland and Northern O/w"0NE Medium ALONE "One Cost Will sell it

and these 225,-
000 women buy-
ers also buy —

Cloaks &. Suits
Ccrsets
Cutlery
Dentriflce
Drugs
Electrical
Appliances

Instruments

B. WOODWARD
110 E. 42nd St.
New York

WOODWARD & KELLY

350 N. Mich. Ave.. Chicago

Fine Arts BIdg., Detroit

BIDWELL CO.
imes Building
i Angeles. Cal.

J. BIDWELL CO.
742 Market Street
San Francisco, Cal.

ADVERTISING AND SELLING

November 17, 1926

Buildings
Carpeting
Windows
Heating

Plants
Chairs
Typewriters
Desks
Pews
Chancel

Furniture
Mimeographs
Multigraphs
Stereopticons
Moving Picture

Machines
Books
Printing
Record

Systems
Filing Systems
Safes

The Church Is the Most Stable Institution
in the World

YOUR business may rise, flourish and fall. Nations and
empires fade away. But the church has an appeal which
lasts age after age.

Church Management

A Business Magazine for Ministers

gives you access to this field in which more than six hundred
millions of dollars are spent annually. It is a non-denomi-
national, non-propaganda magazine which goes to the respon-
sible buyer in the local church. Goes only to bona fide, paid
in advance subscribers.

Information and Rates on Request

CHURCH MANAGEMENT

626 Huron Road Cleveland, Ohio

KEC E1NTILY
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94% \enewals

NWETY-POUR PERCENT of the
contract advertisers in The
Forum in 19x6 have renewed
their contracts for space in 192.7,
and at increased rates. This is strik-
ing tribute to the value already
received, as well as recognition of
the magazine as a rising market
for quality advertising.

Member Audit Bureau of Circulations

FORUM

America ' s Quality Magazine of Controversy
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Maintaining a complete research laboratory
and experimental bakery for determining the
adaptability of products to the baking industry.
Also_ a t Research Merchandising Department,
furnishing statistics and sales analysis data.

Topeka Daily Capital

The 011I7 Kiuu dally with circulation
thruout the ttate. Thoroughly coven
Topeka, a mldweit primary market. Glvei
real co-operation. An Arthur Capper
publication.

Topeka, Kansas

By R. Oldenbourg, Munich. "Ent-
wicklung Der Reklame vom Altertum
bis zur Gegenwart" (Evolution of Ad-
vertising from Ancient to Modern
Times). By Dr. Erwin Paneth with
an introduction by Viktor Mataja.

This volume (in German) is an account
of the history and evolution of adver-
tising, done with the thoroughness that
we have learned to associate with ev-
erything German. It has touched upon
all forms of advertising and traced
them to their sources. All that per-
tains to display and publicity, personal,
institutional, and commercial, is here
taken back through the centuries to
Rome, Greece and the Middle Ages.
The numerous and unusual illustra-
tions are alone worth the price of the
book. Illustrated. Price (sewn in pa-
per covers), marks 10.50; (bound),
marks, 12.50.

By Metropolitan Life Insurance
Company, New York. "Merchandising
Service by Newspapers." This leaflet is
a brief report upon the merchandising
services given by newspapers. It
touches upon the standards, purposes,
functions, and methods of this modern
development.

By Harper & Brothers, New York.
"A Sales Manager's Field Letters to
His Men." By W. Livingston Larned.
This volume covers most of the prob-
lems that surround salesman and sales
manager alike. Written in an enter-
taining manner, the chapters consist of
letters sent by a sales manager to va-
rious men under him, and the fresh,
easy familiarity which the author in-
jects into each missive makes the book
worth the attention of all business men
who are obliged to communicate in a
friendly manner with a varied assort-
ment of people. The problems dis-
cussed are those that inevitably arise
in any sales force, large or small. Price
$3.50.

November 17, 1926

ADVERTISING AND SELLING

The 100% Way Is the BestWay

ABOUT 60% of the population of the United States dwells in
• the small towns and rural districts. These busy, prosperous
sections represent your greatest opportunity for the profitable ex-
tension of your business.

There are magazines which cater to this field. Some of these
offer you about 10% coverage, figured in circulation by counties.

There are great metropolitan newspapers which reach out into
the rural districts of many States. Some of these offer you, in vari-
ous localities, about 4% coverage.

But for real coverage — 100% coverage — you must use the
Country Newspaper.

In practically every home, throughout the entire small town and
country districts of every State in the Union, you will find the
Country Newspaper.

The merchants in these thousands of small towns will tell you
that the Country Newspaper is the ONLY medium read by ALL
their customers — the ONLY medium from which they can trace
worth while results.

Go after the small town business the right way. Use the Country
Newspaper, and get 100% coverage and the nearest to 100% re-
sults that any advertising medium on earth can give you.

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

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Represents 7,2 13 Country Newspapers — 47H Million Readers

Covers the COUNTRY Intensively

225 West 39th Street
' nue New York City

ADVERTISING AND SELLING

November 11, 1926

A Year-Round
Customer

Statistics give the
American farmer high
value as a year-round
customer. The degree
of his prosperity, how-
ever, is variable enough
to establish regional
precedence in purchas-
ing ability. Such prece-
dence distinguishes the
territory of the South-
ern Planter — Mary-
land, North Carolina
and the two Virginias.
Significant indices of
the prosperity of this
territory are the facts
that the number of
mortgaged farms is
16^% less than the
average for the rest of
the country — that the
crop value per acre is
the highest in the land
— and that the last five
years have seen the es-
tablishment of 25,000
new farms.

Twice a month the
Southern Planter is
read by over 180,000
farmers and their fam-
ilies, who consider it,
because of its invalu-
able editorial service,
indispensable to their
welfare. Your adver-
tising, therefore,
reaches these people
through a paper in
which every printed
word claims considera-
tion.

The

Southern
Planter

Richmond, Va.

JAMES M. RIDDLE CO.
Chicago New York Atlanta

Kansas City San Francisco

Advertisers' Problems

By S. E. Conybeare

President, Association of National Advertisers

WE are all conscious of the de-
creasing visibility of advertis-
ing. When we look at the pres-
ent-day periodical with its 100 or 200
pages of matter, we wonder just how
many people see our individual adver-
tisement and how much of an impres-
sion it can possibly make. Both maga-
zines and newspapers have greatly in-
creased the number of pages they
print. How is this affecting the pos-
sible returns from our advertising?
Consider the number of publications
which are being issued from the press
of this country today as compared
with five years ago.

The increase in size of advertising
units in the struggle to achieve domi-
nating position also has had its in-
fluence in decreasing the visibility of
advertising. The number of advertisers
who use color has also greatly in-
creased. Possibly more important than
the increase in size or in number of
publications is the decrease of avail-
able time which the people who buy
publications have to read our adver-
tising. The radio, movies, the automo-
bile, the changing habits of life must
be considered in a study of the visi-
bility of the advertiser's message.

The answer to these conditions is not
so clear. Certain publications are al-
ready endeavoring, by their make-up,
tc carry the advertiser's message in
such a way as to give it a better chance
to be seen. Other publications are an-
nouncing that they will limit their size.
Others are limiting the ratio of adver-
tising lineage to editorial lineage. Pub-
lishers and advertisers together must
study this condition most thoughtfully
lest the decreasing returns from our
advertising make it so expensive that
our products can no longer meet the
competition of unadvertised merchan-
dise. Our attention has been directed
to the necessity of the advertiser's
studying circulation as he has never
studied it before. We are conscious of
the scramble for gross circulation fig-
ures by which advertising today is sold
to us more on the basis of arithmetic
than on the basis of reader interest.

Publishers as a whole do not want to
adopt methods that create circulation
of decreasing value to advertisers. In
too many cases they have felt that ad-
vertisers and agencies wanted mass
circulation and through competition
have been forced to use methods that
are open to criticism. We, the adver-
tisers, should more carefully scrutinize
the methods used by publishers. No
longer should we be a contributing fac-
tor in encouraging the forced circu-
lation obtained by unsound methods.

But more important than these fac-
tors of mere quantity of circulation and
the territorial location of circulatio
is the question of quality of circulation,
It is our plain duty to our firms to
study newspaper circulations as we
have never studied them before. We
must set up a more complete measuring
stick than mere circulation figures to
determine the advertising value of the
newspapers we employ. The use of
newspaper space by national adver-
tisers has grown to such an extent that
newspapers are an important part of
the mechanism of distribution and mar-
keting. Newspapers, therefore, must
develop their circulations to fit their
markets, in order that they can deliver
effective circulation to advertisers at
an economical cost.

If we are to measure effective cir-
culation, we must study editorial ap-
peal.

I BELIEVE that during the past year
we have seen more clearly than ever
before that national advertisers and
their advertising agencies must work
sympathetically together with other
interests in the solution of some of
the problems that have arisen. The
interchange of points of view that have
taken place with our friends in the
agency field has been helpful. We need
to step back a little from our own im-
mediate and individual problems and
gain a truer perspective of the mu-
tuality of interests of advertisers and
advertising agencies in general, and in
a spirit of tolerance, find ways of work-
ing together for the good of advertis-
ing. Let us continue to study together
the fundamental problems of adver-
tising to the effect that those who nay
for advertising and those who help
make advertising pay can contribute
definitely to better and more economical
distribution.

A new keynote has been struck dur-
ing the past year. In different fields
work of far-reaching possibilities has
been started.

The next few years are certain to
show enormous progress in all branches
of advertising. With the splendid spirit
of cooperation among various interests,
the problems and unsound tendencies
may be easily solved before economic
laws take effect. We have a big work
and a wonderful work. The stage is
set. Let us then go forward with a
broad spirit of understanding and
mutual helpfulness.

Portions of an address delivered before
the Convention of the Association of
National Advertisers, Atlantic City.

November 11, 1926 ADVERTISING AND SELLING

Published monthly, supple-
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farm papers, gen eral mag-
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The Sure-Minded Advertising Man

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It gives him up-to-the-minute information on rates,
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USE THIS COUPON

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ADVERTISING AND SELLING

November 17, 1926

How

Advertising

Men Keep

Posted

^J O longer is it nec-
essary to consult
many sources for the
news of advertising.

READ
THE NEWS DIGEST

Changes in Personnel
New Advertising Accounts
Publication Appointments
Changes in Advertising
Accounts

Changes in Address
Are all reported in
The News Digest

The News Digest bound
as a separate section at
the back of this issue will
keep you up to date on
all changes.

If you are not receiving
Advertising and Selling
regularly the attached
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ADVERTISING AND SELLING
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A-S-ll-17

Auto Manufacturers
Must Face the Future

[CONTINUED FROM PAGE 22]

and means of influencing the public
taste, but it is likewise true that he,
perhaps more than any other type of
mechanical manufacturer, consults his
public in designing his product. When
he fails to do so he has "a bad year".

THE public is susceptible to sugges-
tions from him but he does not
force suggestions in his car upon the
public unless the public have first indi-
cated a desire to see those suggestions
incorporated.

I have found some difficulty in de-
termining definitely in this business
what is a "part" and what is an "ac-
cessory". Today in my mind a top is
a part of a car. Yet not so many years
ago it was an accessory. Yesterday
I considered a bumper an accessory.
Today I am being influenced to con-
sider a bumper as a part — yes, an es-
sential part.

In short, as I look back I see certain
essential parts of a motor car losing
their individuality, their name plate,
their trade mark, and being engulfed
by the idea that they are a logical part
of the complete motor car itself. Co-
incident with this change of mental at-
titude I see the manufacturer sub-
stituting products of his own manufac-
ture for parts and accessories. Some-
how — just how I do not know — the
manufacturer has molded my mind so
that an accessory of yesterday — an ac-
cessory demanded by name, perhaps —
is today a part of a motor car and
accepted without inquiry as to the name
of its manufacturer.

I wonder if it is not because the pub-
lic have begun to accept the names of
certain motor cars as a guarantee of
their excellence, much as "sterling"
guarantees the fineness of silver, or as
the United States Government guaran-
tees the worth of our paper money.

In the economic and marketing evo-
lution typical of the times, there is
one spot which is comparatively quiet.
It is the public's mind. Here you can
throw a stone and actually observe the
ripple. The public's mind is suscep-
tible to suggestion and its actions and
reactions are comparatively constant.
It is because of this, plus the public's
increasing acceptance of the motor car
manufacturer's name, that this same
motor car manufacturer could almost
over night, shift to aeroplane manu-
facture and probably enjoy an almost
similar popularity (merit of product
being understood, of course).

But I am led to wonder how many
parts and accessory manufacturers
could shift their only product to an-
other of totally different type, and sur-
vive the transfer of public affection.

Is it not true that the ability to face
the future unafraid finds its source in
the attitude of the public mind and not
primarily in the mechanical perfection
of the product?

Briefly, though perhaps stated too
broadly, the measure of longevity of
any firm, in this day of constant
change, is the appraised value placed
upon that name by the public. The
product seems to be becoming almost
an incident to the name — if that name
has, for a period, been the synonym of
the public desire.

Now, I am led to wonder why one
insists upon or prefers a certain type
of body, and does not show any inter-
est in that vital element, the frame and
its manufacturer?

Why do I inquire knowingly into
the maker of the axles, perhaps, and
ignore such a vital mechanism as the
clutch?

Why do I express a preference for
a certain type of battery and skim
over the bumpers with hardly a casual

OR why does one inquire into the
name of the maker of a compara-
tively few non-essential parts and
ignore the name of the maker of the
very motor itself?

Why do we of the public find our-
selves increasingly willing to inquire
into increasingly less and to accept the
name of the maker of the car as the
guarantee of the excellence of possibly
debatable mechanical features?

The answer is, briefly, "Because we
have been taught to do so".

What I do is what someone has
taught me to think. From the engi-
neering standpoint I may, perhaps, be
wrong. But the sales of motor cars
say I'm right and I am the public.

Please do not think for one moment
that I am recommending or justifying
the production of an inferior product.
The little I have said is predicated
upon the proposition that the product
and price are equivalent.

It is thinkable that the motor car
manufacturer might actually welcome
more active dominance of the public
mind by the part and accessory manu-
facturer. Keen price competition has
forced the car manufacturer to reach
certain price levels. Nevertheless, he
is keenly interested in the life and
performance of his car.

It is possible, perhaps, that price
competition forces him to incorporate
in his car, let us say, an efficient but
comparatively inexpensive valve. It is
possible that he would be interested
when replacements are made, in having
the consumer specify an even better

November 17, 1926

ADVERTISING AND SELLING

valve than that one furnished in the
original car. This would improve the
functioning of his car, its life and its
popularity. Competition does not per-
mit the manufacturer always to incor-
porate the very best parts throughout
his machine, but replacements as they
become due, could in many cases be of
the best, with but little increased cost
to the consumer — an increased cost so
small that he would gladly bear it were
he properly influenced to do so.

THE motor car manufacturer like-
wise cannot, by the very nature of
things, always have his representative
on hand, when a motor car breaks down.
As a result, the motor car manufac-
turer and his popularity is partially
dependent upon the general repair and
replacement business. It is to the car
manufacturer's interest that replace-
ment parts, as a whole, be of excellent
quality, lest his car be blamed for the
failure of a replacement part and the
responsibility placed upon him.

I have mentioned the car manufac-
turer's policy of consulting the will of
the public in designing his motor car.
In view of his persistent policy in this
regard, it is interesting to observe how
completely he reverses this policy in
many instances when it comes to ser-
vicing his car. There he too often per-
mits the mechanical instinct to domi-
nate entirely the sales instinct. Would
it not be highly desirable for motor
car manufacturers to extend the zone
of sales influence into the ultimate mile
of your motor car? This secondary
zone of influence would be far cheaper
than the first, and would insure your
returning for a second and third car
with a minimum of sales expense. The
word "service" should perhaps be
eliminated from the dictionary of
motordom and in its place substituted
"secondary sales defense" because in-
creasingly the second, third and fourth
sales are made not by salesmen of the
dealer, but by the service salesman;
and the reverse is likewise true, namely,
the second, third and fourth sales are
often lost through lack of salesmanship
upon the part of the service man.

First District of I. A. A.

Holds Convention

Worcester, Mass., was the scene of
the annual convention of the first dis-
trict of the International Advertising
Association. John Clyne, advertising
manager of The New Haven Journal
and Courier was unanimously elected
chairman of that district. Among the
interesting features of the convention
were addresses by C. K. Woodbridge,
president of the Association, Robert
Lincoln O'Brien, editor of The Boston
Herald and other advertising authori-
ties. At the opening luncheon the dele-
gates were officially welcomed by Mayor
Michael O'Hara of Worcester, and it
was announced that the 1927 conven-
tion would take place either in Boston
or in one of the outlying suburbs of
that city.

■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ g ■ ■ ■ a

■■■■■■■■■■■■■■■■■■■■■■■■- ■"■

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White space is clay in the

■ ■
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hands of the typographic

■
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sculptor. He puts a little

■ ■
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here, and a little more over

■

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there, keeping constantly

■ ■
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in mind his objective: to

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mold an advertisement that

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will hold the roving eye.

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WIENES TYPOGRAPHIC SERVICE

INCORPORATED

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203 West 40th St., New York

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NATI ONAL ADVERTISERS.'

CAMEL CIGARETTES

use The Daily Herald to tell their story to the many
and prosperous people on the Mississippi Coast — and
many other eminent advertisers agree with them that
The Daily Herald has been of real service and brought
results.

The Daily Herald "covers the Coast," and is the
best and cheapest medium for you to use for your
advertising. Try it.

The $ Daily Herald

GULFPORT

MISSISSIPPI
Geo. W. Wilkes' Sons, Publishers

BILOXI

THE JEWELERS' CIRCULAR,
New York, has for many years pub-
lished more advertising than have
seven other jewelry journals com-
bined.

if The Only "Denne "in
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IIP

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ADVERTISING AND SELLING

November 17, 1926

REACHING

BUYING
POPULATION

250,000

THE

ALLENTOWN

MORNING

CALL

ALLENTOWN, PA.

Story, Brooks & Finley

National Representative

"Ask Us About
Advertisers Cooperation'

The

Third Dimension

DISPLAYS

Send for new, complete,
illustrated monograph

EXHIBITS TRADE MARKS

PACKAGES SIGNS MINIATURES

COMICS FORMS GIANTS

COUNTER RACKS PARADES

TRADE CHARACTERS Etc.

Sent upon request

OLD KING COLE

Incorporated

CANTON, OHIO

The Standard Advertising Register

li the belt In Its fleld. Ask any user. Supplies
valuable Information on more than 8.000 ad-
vertlsera. Write for data and prices.

National Register Publishing Co.

Incorporated

15 Moore St.. New York City

R. W. Ferret, Manager

What the Farmer's Wife
Wants to Buy

[continued from page 21]

to take in a cream can. When she buys
an electric range, she is liable to find
the oven too small for her baking; or
when she gets a toaster it is too small
for the slices of home-made bread or
the large loaves in which the village
baker specializes.

THE city trade in our large cities
even determines the paring knives
from which the farm woman must
choose. From this group of consumers,
the jobber has learned that price is
largely the determining factor in selec-
tion, rather than the efficiency of the
tool. He probably has never thought of
the fact that the farm woman uses a
paring knife 2000 to 6000 times yearly,
and each time for a much longer period
than the city woman does. From the
style of knives in his catalogue it is
evident that he seldom thinks of the
fact that the muscles of the hand de-
velop with use and that a tiny sharp
edged knife handle is not the most com-
fortable for such a hand. It apparent-
ly has never occurred to the manufac-
turer, or to any of his selling agencies,
to use these prospective consumers as
laboratory experts to test their mer-
chandise. In fact, who determines the
merchandise that the farm woman
must buy, but a group of professional
buyers who, being city men, do not
have even farm women as wives to give
them tips?

That the farm woman has made the
best of her opportunities is evident to
anyone who will visit the rural stores
and examine the merchandise on their
shelves. In comparison to the city de-
partment stores, there is a very small
percentage of "seconds." On the other
hand, there is not the choice of "newer"
articles. This is partially due to the
attitude of these women to whom the
value of an article must be shown, but
it is due also to the fact that the local
dealer cannot afford to tie up large
sums of money in untried merchandise.
The demand must be created first. He,
like the farm woman, knows from too
often repeated experience that these
latest things are not always the best,
and not always practical for use in the
farm home.

But the rural woman's potential buy-
ing powers are great enough for the
manufacturers and the wholesalers to
find a way of giving her a chance at
the new merchandise which she needs.
Could there not be established in farm
communities "proving plants" or "test-
ing homes" with conditions typical of
the neighborhood? Some might be al-
ready established homes of women who
have the necessary training and back-
ground for a little independent think-

ing and critical trying out of materials
and appliances. Intimate association
in almost any farming community re-
veals college women, school teachers
and business women from many walks
of life as wives of farmers, who could
be trained to test merchandise in a dis-
criminating and thorough manner, and
report on it accurately.

The country store needs such service
to help it to retain the very valuable
place it now holds. There are some
people who think the country store is
doomed; that the chain stores, house-
to-house canvass and mail order firms
will replace it. Such a loss would be
a tragedy. The country store is more
than just a store: it is a community in-
stitution. It contributes directly to es-
tablishing standards of living by what
it sells. The owner is a part of the
community. He is interested in every
family because they are neighbors.
(No one knows the meaning of neigh-
bor better than rural people.) He is
concerned with the civic and social im-
provements because his own boys and
girls are affected by them. He is anx-
ious to make a satisfactory sale be-
cause his future sales are with the
same people. He is buyer as well as
salesman, and so has a knowledge of
his merchandise that few salespeople
in city stores have. Overhead expenses
are lower, so prices for the same ar-
ticles are often much cheaper in spite
of a slower turnover. Even with these
advantages the country-store keeper is
facing some real problems. He needs
help in choosing his merchandise so
that he may select it on the basis of
the needs of his patrons rather than of
the convincing ability of the salesman.
He must give more educational instruc-
tion in the use and care of the mer-
chandise which he sells.

THE farmer, with the aid of the De-
partment of Agriculture, his agri-
cultural college and extension service,
the Farm Bureau, the Farm Union, the
Grange and like organizations, is rec-
ognizing his problems of production
and is solving them slowly but surely;
but his problems of consumption are
scarcely recognized as such. Here is
an opportunity for the business inter-
ests to establish confidence and sym-
pathetic understanding with the farm-
ing group by taking the initiative in
industrial research concerning the
household articles used by them.

The electric interests are doing this
in a very effective way. In sixteen
States they are conducting, in coopera-
ation with the experiment station of
their college of agriculture and a group
of farmers, studies in the use of elec-

November 17, 1926

ADVERTISING AND SELLING

tricity in agriculture, not only on the
farms but also in the homes. This pro-
ject will last three years. Even now,
although the project is scarcely half
completed, it is evident that the public
utilities and the electrical manufactur-
ers will have a far more comprehensive
knowledge of the electrical requirement
of the farm, both as to energy and
equipment, than they have had hereto-
fore, and the farm needs will be more
adequately and more cheaply met. But
better still is the spirit of mutual un-
derstanding and friendliness that is
taking the place of distrust on the one
hand and of superiority on the other.

BUT to return to the farm woman's
influence on buying, it is of interest
to note the attitude of the mail order
houses. One of the largest of these
firms employ a Home Economics grad-
uate who is aiding in the testing and
buying of merchandise for the home.
Another has a woman on their research
staff who is in touch with all the na-
tional and State organizations of farm
women. She attends local and State
meetings; she confers with the leaders;
and in every way possible is getting an
insight into the farm home ideals,
financial limitations, aesthetic and social
desires, and practical needs.

The successfully used methods of ad-
vertising and selling in the cities will
not necessarily give the same results in
the rural districts. The dweller in the
larger city must be caught at the
time before something else gets his at-
tention. The country person has time
to think, and to be sure that he is get-
ting at least what he thinks he wants.
Advertising that is thought provoking
and educational, that gives scientific in-
formation, that appeals to greater effi-
ciency and love of beauty, joyous and
better living gets the results. This
type of advertising has helped to place
an automobile and a radio in almost
every farm house. Like advertising of
labor saving equipment and household
necessities will aid materially in in-
creasing the efficiency and comfort of
the rural home with a minimum of
waste to industry and the home.

Organizations that wish to retain the
trade of the farm woman and her fam-
ily must first get acquainted with her,
know her work, her philosophy of life,
her recreational habits, her social and
religious contacts and her educational
opportunities. They should know the
friendly relationship between her and
the Department of Agriculture and the
Home Economics Extension Service.
They should read her farm magazines.
They should acquaint themselves with
her civic and community activities, and
then make sure that their merchandise
will contribute to her needs. This will
undoubtedly mean an expanding pro-
gram of industrial research of mer-
chandise in relation to the farm home
needs, and of advertising and selling
based on this knowledge. But the farm
woman's trade is worth it. She will ap-
preciate the opportunity to buy goods
of solid worth that are needed by her-
self and family.

"BENDAY" . vs - "SHADING SHEETS"

Everyone in any way interested in Benday problems should
read descriptions of the old and new methods now in use,
appearing in the November issues of two leading publications
in their class.

Old Method, PRINTERS' INK MONTHLY

November, 1926 — Pages 38, 39, 110 and 112

New Method, THE INLAND PRINTER

November, 1926 — Pages 263 and 264
Note:

One article is not an answer to the other but a timely coinci-
dence that very forcibly brings out the complications and rea-
sons for the high cost of one in comparison to the simplicity
and relative saving of the other.

"Shading Sheets" have the great added advantage to all artists
and producers of illustrated literature of being an instrument
and a medium of expression formerly denied them.

Bourges Service, Inc.

Sole ^Manufacturers and distributors

HUTCHISON ARTISTS SHADING MEDIUM

144 West 32nd Street, New York City

Pennsylvania 9314-5

5 FEATURE NUMBERS

through which to influence orders in
the market where 50
million horsepower
are now installed

THE FOLLOWING Feature
Numbers of Power Plant
Engineering offer, in their
advertising pages, the highest
reader interest, extra circulation
and powerful influence.

Dec. 15, 1926 Annual Re-
view Number, in which engineer-
ing progress of the year will be
epitomized by leading authori-
ties.

Jan. 1, 1927 Power Plant

Development Number, the 19th
Annual Reference and Textbook
Number.

Jan. 15, 1927— Power Plant

Equipment Number, will give

POWER PLANT ENGINEERING

Established over 30 years
A. B. P. 53 W. Jackson Blvd., Chicago, 111.

information on types of equip-
ment for modern plants.

Feb. 1, 1927— Chicago Pow-
er Show Directory Number, will
enable engineers to decide in
advance what exhibits they de-
sire to see and their location.

Feb. 15, 1927— Chicago

Power Show Number, will be
distributed at the show and visu-
alize it to leaders in the field
everywhere.

A RECENT descriptive folder
will be sent on request, together
with any further information
you desire on the 5 Feature
Numbers.

A. B. C.

ADVERTISING AND SELLING

November 17, 1926

Arthur Henry Co., Inc.

"Designers and Producers of
'Distinctive Direct ^Advertising

1482 Broadway, New York

Telephone BRYANT 8078

•a?

Leaflets
Folders

^Broadsides
booklets

House Organs
Catalogues

Copy Writing
Illustrating

Engraving
"Printing

Send for further information

Selling the Company
Store

[CONTINUED FROM PAGE 401

ducive to satisfaction and confidence,
perhaps, than any other factors.

Accordingly, stores have been built
of stone and brick, with intelligently
planned windows and fronts, with
scientifically laid-out interiors equipped
in the most modern style. Principles
that have made State Street in Chica-
go and Fifth Avenue in New York such
prosperous shopping streets have been
applied to these industrial retail stores.
So successful have been the efforts of
industries to keep business at home
without compulsion, that, in the some-
thing like 7000 industrial retail stores
existing today, over a billion and a
quarter of dollars in merchandise was
sold over the counters last year and
hundreds of thousands of dollars were
expended for store equipment and de-
livery trucks. These 7000 stores served
communities containing something like
10,554,750 people!

Such a market is worth analysis.

OP the 7000 stores, perhaps 2000 are
adjuncts to manufacturing concerns
in large cities. They do not handle com-
plete lines, and are conducted largely
by the employees, with profits being
utilized for welfare purposes or being
returned as a dividend to customers.
These 2000 stores are fortunte if they
average $50,000 in annual business, or
a total for the 2000 of $100,000,000.

It is of the other 5000 we would
speak. They are complete department
stores, conducted by the company,
stocking nearly everything and missing
sales on nothing. Over fifty per cent
of them are absolutely the only retail
outlets in their communities and in the
majority of the remaining cases they
offer the only complete store in each
town — such competition as is afforded
being offered mainly by dwelling house
groceries and more or less make-shift
clothing stores and notion emporiums.

Even where there are other retail
outlets in the community, the company-
owned and operated unit has a tremen-
dous advantage, due to the convenient
credit arrangements offered. In the
company store the employee is privi-
leged to purchase merchandise and
have it charged against wages yet to
be paid him, while at the independent
unit such a plan is rarely available — -
the employee must have cash. The
possibilities of greater business because
of such credit arrangements is obvious.
In fact, this group does a billion one
hundred and fifty million dollars' worth
of business annually, an average of
$230,000 per store. The stocks carried
average around $40,000. The manage-
ment is invariably intrusted to men of
high calibre, seasoned handlers of mer-

chandise. These store managers know
the demands of their customers and
have authority to buy goods to meet
them. They go into the market them-
selves; they buy from manufacturers
and they buy from wholesalers.

In some few instances, where an in-
dustry operates more than one store,
the actual orders for the bulk of the
merchandise bought are placed through
a headquarters buying office. In such
cases the store manager designates by
regular requisition to the company's
store purchasing agent the quantity
and brand desired; and the headquar-
ters buying staff does the rest. These
group-store headquarters are usually in
larger cities, principally Pittsburgh,
Birmingham, Charleston, W. Va., St.
Louis, Denver, or Seattle, giving the
company a closer contact with the
markets.

The word of the individual store
managers remains final, however, even
in the group organizations.

Their jobs are to keep the industrial
employee trading at the industrial re-
tail store, and although their possibil-
ities are aided and abetted by liberal
credit arrangements with their cus-
tomers through the company, they re-
alize the value of having just as good
and as well-known merchandise at just
as fair prices as the independent store
of the nearby city. Hence the manager
must retain a control over the actual
buying; and they are keen students of
market conditions, style trends and
shifting prices.

Perhaps a specific example, chosen
from the four corners of the country
and from different industries, will re-
veal more than anything else the vast
size and importance of the industrial
retail store as a merchandise outlet in
the industrial community.

It was into rugged Harlan County of
eastern Kentucky that the United
States Coal & Coke Company sent their
surveyors in 1919 to select a town-site
and survey for streets, homes and busi-
ness buildings. They had acquired
rights to thousands of acres of coal
lands in this wilderness, famed up to
then only as the center of the sensa-
tional Hatfield feud, and it was their
prcblem to create a town in which to
house the necessary employees to oper-
ate a coal mine.

AN industrial community was found-
ed that has in seven short years
developed into the pride of the whole
United States Steel Corporation (of
which the United States Coal & Coke
Company is a subsidiary). Not the
least expenditure made in the forma-
tion of the community went for a care-

November 17, 1926

ADVERTISING AND SELLING

fully planned department store in
which the needs and demands of the
residents could be met. This store,
carrying a complete line of merchan-
dise on its three floors, is reputed to
have done over a million dollar busi-
ness last year. The exterior of this
store, with its plate glass windows on
two floors, and the interior with its
complete layout of the latest fixtures,
is a veritable "flower in the desert,"
and brings to Lynch residents (of
which there are 3500, according to the
census) the very best in merchandise.
The store is one of a group operated by
the United States Coal and Coke Com-
pany, with headquarters at Gary,
W. Va., and buying offices at Pitts-
burgh.

This group of stores, together with
the H. C. Frick Company stores, with
which they are affiliated, does the
astounding business of nearly twenty-
five million dollars annually!

Stores could be selected from the
various industries and from the various
sections of the country — an endless ar-
ray of them could be cited — and they
would all prove one thing : The present-
day sales manager has before him in
the industrial community a peculiarly
workable unit of stores which can be
cultivated for increased distribution of
his product. They offer no credit prob-
lems, because every industry guaran-
tees payment of every bill presented for
goods. They offer no "special deal" or
"long discount" problem, because they
are ready, willing and perfectly able to
buy regular merchandise at regular
prices. They are accessible for ship-
ment because railroads have followed
each industrial community rapidly.

Diplomacy in Business

SHIRTSLEEVE DIPLOMACY"
is not for business, is the view
_ ' of the Department of Commerce.
That, at least, is true of the salesman
who adventures into South America. In
the words of a Department bulletin:

"A salesman who expects to do busi-
ness in a big way in Latin American
countries should be provided with a
complete outfit of dress clothes — and
this includes a frock coat and silk hat."

Letters of introduction, the entree to
clubs, fine stationery — all are impor-
tant. Latin America does not want the
"breezy go-getter."

The diplomat of business must be as
well mannered, if he would conquer
South America, as his fellow from the
State Department.

It may well be, too, that there is a
lesson for salesmen nearer home. None
of us is likely to demand that all vis-
iting salesmen shall "high hat" us, but
most of us have suffered from an ex-
cess of breeziness.

But what would the salesman who
"made" Hutchinson, Kansas, the other
day, with his waistcoat pockets so full
of cigars that he looked as if he was
wearing cartridge belts, think of an
order to arm himself with a silk hat? —
Nation's Business Magazine.

tn the very center of things

on the Beach

and the Boardwalk.

'Dual Trio" Radio Concert

ct'ery Tuesday evening -

Tune in on V/PQ at 9

halfonte
-{addon Hall

. . 1 ATLANTIC CITY

QTAND out like personal friends in the

thoughts of those who love to go down
to the sea for rest or play— their simple,
friendly hospitality has so graced every
service for so many years.

Especially delightful during the winter
months are the broad deck porches facing
the sea with their comfortable steamer
chairs looking down on the flowing life of
the Boardwalk. For the more active— golf,
riding on the beach, theatres, Boardwalk
activities, fascinating shops, music and
entertainment.

American Plan Only ' Always Open

Illustrated Folder on Request

LEEDS and LIPPINCOTT COMPANY

ANIMATED PRODUCTS CORP.

I") WEST 27* ST. NEW YORK.

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 Held. Is now available.
Your copy will be sent upon request.

243 Wert 39th St. New York

Folded Edge Duckine and Fibre Signs

Cloth and Paraffine Signs

Lithographed Outdoor and Indoor

Displays

THE JOHN IGELSTROEM COMPANY

Maasillon, Ohio Good Salesmen Wanted

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
67th year. Published each Thursday. $6
yearly. Member ABP and ABC.

# #» VO(/#*

♦ OsV/ir-.V

At the conclusion of
each volume an in-
dex will be published and mailed
to vou.

ADVERTISING AND SELLING

November 17, 1926

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 Wanted

Representatives

V/OMAN 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.

SOME MAGAZINE PUBLISHER
NEEDS OUR SERVICE

COPY WRITER AVAILABLE

Fifteen years advertising experience. (Nine years
with an agency — six years in advertising depart-
ments of large industrial companies) — including
five vears copv writing for a variety of products.
Age '37. Address Box No. 429, Advertising and
Selling, 9 East 38th St., New York City.

Publishers* representatives in eastern industrial
centers wanted for California industrial weekly.
Box No. 426, Advertising and Selling, 9 East
38th St., New York City.

A TRADE PAPER SALES EXECUTIVE

AVAILABLE

A managing sales executive of an established

and highly successful group of Trade Papers is

available January 1st.

This man has been a successful advertising man-
ager, sales manager and advertising agent — for
the last four years he has built up an enviable
reputation as a salesman of Business Paper
Space. Broad gauged, enthusiastic, experienced,
he is looking for a big job, bigger than he has
now. Address Box No. 428, 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

Miscellaneous

ORGANIZATION EXPERIENCE ABILITY
We will negotiate exclusive representation locally
or nationally for small specialties of merit for
quantity distribution. Articles possessing fea-
tures for GOOD WILL and advertising pur-
poses of which we are largest unit distributors
particularly desired. LITCHFIELD CORP.,
25 Church St., New York City.

BOUND VOLUMES
A bound volume of Advertising and Selling makes
a handsome and valuable addition to your library.
They are bound in black cloth and die-stamped in
gold lettering. Each volume is complete with
index, cross-filed under title of article and name
of author making it valuable for reference pur-
poses. The cost (which includes postage) is
$5.00 per volume. Send vour check to Adver-
tising and Selling, 9 East 38th St., New York-
City.

Business Opportunities

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 approximately 9 issues, $1.85 in-
cluding postage. Send vour Check to Advertising
and Selling, 9 East 38th St., New York City.

New Bulletin of Publishing Properties for Sale
just out. Send for your copy. Harris-Dibble
Company, 345 Madison Avenue, New York City.

A Retailer Speaks Up

[continued from page 27]

more often fairer in his complaints
than is the retail customer.

There is nothing that chills so much
as to send a complaint and get back a
letter signed Blank & Co. While if it
is signed John Jones and at some time
we have met Jones, it means a lot.

You can't sit in your offices and get
saturated with your goods, become en-
thusiastic over the bigness of your
firm and yourself, and sell goods to
common people with big words and
high sounding phrases. You have to
look at it from their angle and not
from your own. You have to go down
into the streets and walk with the
common man before you know him.

When your salesman finds a nice
window, let him ask the retailer to
have a photograph made of it and send
it with the photographer's bill to the
company. Don't let him say he is going
to publish it. Just a pleasant remark
that the company has a series of al-
bums of nice windows will please us
almost as much, and there is no pos-
sible come-back.

Encourage your dealers to write to
you. A complaint is half adjusted
when a man has a chance to tell it in
detail to some one in authority, and
very often in writing the details he
gets a slant at your side of it. But
when he does write, answer the letter
and answer it promptly and carefully.
The long complaint that the dealer
sends may be to you only one letter out
of five hundred, but to him it is his
letter and the only one of the five hun-
dred he is interested in.

Tenth District, I. A. A. Holds
Convention

At its annual convention held in
Beaumont, Tex., October 24-26, the
tenth district of the International Ad-
vertising Association elected the fol-
lowing officers for the coming year:
James P. Simpson, president; Beeman
Fisher, secretary-treasurer; Art Milli-
can, first vice-president, and E. C.
Taulbee, second vice-president.

Among the noteworthy speakers
were: J. R. Ozanne, advertising man-
ager, Carson, Pirie, Scott & Co., Chi-
cago; A. M. Hommett, manager of
the retail store, Sears Roebuck & Co.,
Dallas; Harry W. Riehl, manager, St.
Louis Better Business Bureau; C. B.
Gillespie, vice-president and editor,
"Houston Chronicle"; L. A. Rogers, sec-
retary, International Association of
Display Men, Chicago, and Earl Pear-
son, general manager of the Interna-
tional Advertising Association, New
York. At the close of the meeting it
was announced that the 1927 conven-
tion would be held in El Paso.

November 17, 1926

ADVERTISING AND SELLING

Business Publishers
Meet

THE annual meeting of the Asso-
ciated Business Papers, Inc., was
held on November 9 and 10 at the
Hotel Astor, New York, in conjunction
with the Conference of Business Paper
Editors.

The final business session of the as-
sociation to hear reports, discuss pol-
icies, elect officers, etc., was held on
Wednesday afternoon, Nov. 10. J. H.
Bragdon of Textile World was elected
the new president to succeed Malcolm
Muir of the McGraw-Hill Company.
Merritt Lumm, vice-president of A. W.
Shaw Company, Chicago, was elected
to the vice-presidency, while Warren C.
Piatt, National Petroleum News, Cleve-
land, was reelected treasurer. Jesse H.
Neal was reappointed by the board as
executive secretary. C. J. Stark, Pen-
ton Publishing Company, Cleveland,
was elected to the board of directors
to succeed Merritt Lumm. Other mem-
bers of the board by reelection consist
of: George Slate, Simmons-Boardman
Publishing Company, New York; E. E.
Haight, Concrete Publishing Company,
Chicago; Col. J. B. MacLean, MacLean
Publishing Company, Toronto; Everit

B. Terhune, Boot & Shoe Recorder,
Boston. Malcolm Muir, the retiring
president, automatically becomes a di-
rector.

The convention opened at 10 a. m.,
November 9, with a joint session of the
A. B. P. and the B. P. Editors. The
theme was announced as "The Chal-
lenge of Business Prosperity to the
Business Press." President Muir briefly
interpreted the program, and the gath-
ering was addressed by Fred W. Shib-
ley, vice-president of The Bankers Trust
Company, New York. He was followed
by Merritt Lumm, substituting for
A. W. Shaw, who was unable to attend.
A second joint session in the afternoon
listened to addresses by Willard W.
Smith, general manager of P. Cente-
meri & Company; A. J. Brosseau, pres-
ident, Mack Trucks, and E. J. Mehren.
vice-president of the McGraw-Hill Com-
pany.

Wednesday morning was devoted to
separate sessions for the advertising,
circulation and editorial groups. An
afternoon session was held by the ed-
itors, which included addresses by:
Chaplin Tyler, V. B. Guthrie, Kenneth
Condit and Kenneth M. Spence. The
business session of the A. B. P. was
held in the afternoon and the ban-
quet in the evening, where addresses
were presented by Gerald Swope, pres-
ident of the General Electric Company,
and Donald Kirk David, assistant dean
of the Harvard Business School. A
plaque of bronze was presented to W.
H. Ukers by the association in recogni-
tion of his service as author of the
A. B. P. Standards of Practice. Merton

C. Robbins, president of the Robbins
Publishing Company, New York, and a
past president of the A. B. P., made
the presentation.

Advertisers' Index

(a****,©

Bakers' Helper 59

Bakers' Weekly 70

Baltimore Enamel & Novelty Co 48

Barton, Durstine & Osborn, Inc 31

Better Homes & Gardens 53

Boot & Shoe Recorder 59

Boston Advertiser 90

Boston Globe, The 14-15

Bourges Service, Inc 77

Building Supply News — Inside Back Cover
Business Bourse, The 54

Calkins & Holden, Inc 6

Charm 13

Chalfonte-Hadden Hall 79

Chester Mechanical Advertising Co.... 60
Chicago Daily News, The

Inside Front Cover

Chicago Tribune. The Back Cover

Church Management 70

City of Atlanta 12

Cleveland Plain Dealer 69

Cleveland Press, The 41

Coe Terminal Warehouse 86

Comfort 63

Commerce Photo Print Corp 62

Cosmopolitan, The 18

Crane & Co Facing Page 67

Dairymen's League News 50

Denne & Co., Ltd, A. J 75

Des Moines Register & Tribune 37

Detroit News 82

Detroit Times 51

Economist Group. The
Einson-Freeman Co. . .

Ellis, Inc., Lynn

Empire Hotel

Erickson Co

[/]

Fornm 70

French Line 8

Gas Age-Record

General Outdoor Advertising Bureau

Insert Bet. 66-67

Goldmann Co.. Isaac 67

Good Housekeeping 11

Gulfport Daily Herald. The 75

Allentown Morning Call 76

All-Fiction Field 10

American Architect, The 79

American Lumberman 59

American Machinist 45

American Photo Engravers Ass'n 7

American Press Association 71

Animated Products Corp 79

Arthur Henry Co 78

Atlantic Monthly 16

Igelstroem Co.. The J 79

Indianapolis News, The 4

Industrial Power 68

[J]

Jewelers' Circular. The 75

[fc]

Kansas City Star 61

Katz Special Advertising Agency, E... 55
Koppe & Co., Inc., S. S 60

[*]

Lillibridge, Inc., Ray D 57-58

[m]

Market Place 80

McClures Magazine 47

McGraw-Hill Book Co., Inc 54-56

Memphis Press 65

Michigan Book Binding Co 64

Milwaukee Journal, The 43

National Register Publishing Co 76

Newcomb & Co., Inc, James F. 9

New York Daily News, The 35

New York Times 84

[o]

Old King Cole, Inc 76

[P]

Power Plant Engineering 77

Powers-House Co., The 46

Quality Group, The 49

Regan, Inc., Marquis 62

Richards Co, Inc, Joseph 3

St. James Hotel 62

St. Louis Globe Democrat 83

St. Louis Post Dispatch .. Insert Bet. 50-51

Standard Rate & Data Service 73

Shoe & Leather Reporter 79

Simmons Boardman Co 33

Southern Planter 72

Topeka Daily Capital

[«,]

Weines Typographic Service 75

ADVERTISING AND SELLING

November 17, 1926

Synchronize Your Advertising

Effort With Your Sales Possibilities

The Detroit Market Contains One-Third of Michigan's Total Population and
Can Be Covered With One Newspaper — The Detroit News

THE prize area of Michigan is pictured above. It is the local
trading area of Detroit, containing one-third of the state's
total population and over 50% of its wealth. This area has
a network of wide paved roads, making every town a practical
suburb of Detroit. It is served by train, street car and motor bus.
It contains Wayne County, the heart of the motor industry. In
this area are the jobbers, the distributors and the retail outlets.
And here The Detroit News maintains a rural delivery service that
brings the same copy of the paper to the outlying farmhouse at
the same time as it is delivered in the city of Detroit. Here in
this area also The Detroit News has concentrated 91% of its week
day circulation of 320,000 and 80% of its Sunday circulation of
350,000. This is the area of greatest possibility for sales. Syn-
chronize your advertising effort with the opportunity afforded
through The News — the paper that delivers a copy to practically
every English-speaking home.

The Detroit News

350,000 Sunday Circulation

The HOME newspaper

320,000 Week Day Circulation

Issue of November 17, 1926

"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

Name

CHANGES IN PERSONNEL

Former Company and Position Wow Associated With

Position

Robert K. Leavitt Ass'n of Nat'l Advertisers, Inc., New York The G. Lynn Sumner Secy & Treas.

Sec'y & Treas. Co., Inc., New York (Effective Dec. 15)

Arthur H. Ogle The Wahl Co., Chicago, Adv. Mgr Ass'n of Nat'l Advertisers,. .Sec'y & Treas.

Inc, New York
F. E. Archer "Examiner," San Francisco, Cal Same Company Display Dept.

Ass't Classified Mgr.

F. R. Coutanl Ray D. Lillibridge, Inc., New York Young & Rubicam, Merchandising Dept.

New York

Irwin L. Moore New England Power Co., Worcester, Mass International Paper Co.. ..Office of the Pres.

Ass't to Gen. Mgr. New York

Arthur Holzman "Herald & Examiner," Chicago Same Company Adv. Dept.

Circulation Dept.

John Bowman "Examiner," Chicago, Ass't to Publisher Chicago Ass'n of Business Mgr.

Commerce

G. 0. MacConachie .-Dunlop Tire & Rubber Co., Buffalo. N. Y Resigned

Adv. Dir.

R. W. Palmer The Corman Co., New York, Art. Dir CampbeU-Ewald Co Art Dir. Detroit Office

A. H. Jaeger Leonard Refrigerator Co., Grand Rapids, Mich Same Company Sales Mgr. and Sec'y

Sales Mgr.
J. N. Welter Pratt & Lambert, Inc., Buffalo, N. Y Same Company Chairman of Board

Vice-Pres in Charge of Western Div.
A. D. Graves Pratt & Lambert, Inc., Buffalo, N. Y Same Company Pres.

Senior Vice-Pres.
H. E. Webster Pratt & Lambert, Inc., Buffalo, N. Y Same Company Senior Vice-Pres.

Pur. Agent and Sec'y

J. P. Gowing Pratt & Lambert, Buffalo, N. Y Same Company Vice-Pres. in Charge of

Railivay Sales

W. P. Werheim p ra tt & Lambert, Inc., Buffalo, Adv. Mgr Same Company Treas.

R. W. Lindsay p ra tt & Lambert, Inc., Buffalo, N. Y Same Company Ass't Treas.

Gen. Sales Mgr.
Rowe Stewart "Record." Phila., Vice-Pres Same Company Pres.

C. A. Eury "Bee," Danville, Va., Business Mgr "Register" and "Bee" Adv. Mgr.

DanviUe, Va.

H. B. Trundle "Journal," Manassas, Va., Publisher "Bee" and "Register" Business Mgr.

Danville, Va.
Joseph B. Bond Alaska Refrigerator Co., Muskegon, Mich Same Company Vice-Pres.

Dir. of Sales

H. M. Anderson The Caslon Press, Toledo, Ohio -Times." Cleveland Pro. Mgr.

James J. Larmour Health Products Corp., Newark, N. J Painpatch, Inc Pres. and Gen. Mgr.

Adv. Mgr. East Orange, N. J.
George H. McCormick.McCormick-Van Demark Agency, Houston, Tex. . . .Britt-Schiele Adv. Co Ace t Executive

Vice-Pres. St. Louis, Mo.

D. A. Charlton "Engineering & Mining Journal-Press," "Packing & Shipping" ....Adv. Mgr.

New York, Business Mgr. New York
Samuel Mollet Massillon-Cleveland-Akron Sign Co., Massillon Same Company Pres. and Treas.

Ohio, Sec'v & Sales Mgr.
George H. Coulter. ... Massillon-Cleveland-Akron Sign Co., Massillon Same Company Gen. bales Mgr.

Ohio, Ass't to Pres. ,

Spencer Huffman Horn-Shafer Co., Baltimore, Md H. Lessaraux Adv. Agcy . ...Acct Executive

Service Mgr. Baltimore
Sue McNamara Consolidated Press, New York The Stanley H. Jack Co Copy

Northwestern Correspondent Omaha. Neb.

Harrv A. Muldoon ...Detroit Life Insurance Co., Detroit, Adv. Mgr Grenell Adv. Agcy Member of Staff

Detroit

Hugo Vogel Pfister & Vogel Leather Co The Koch Co., Member of Staff

Milwaukee

Frederic S. Hirshbach. "Theater Magazine." New York. Adv. Dept Same Company Adv. Mgr.

William P. Langreich.. Whitman Adv. Service, Inc., New York Resigned

J. H. Latchford Proctor & Collier Co., Cincinnati The Geyer Co In Charge of Outdoor Adv.

Acc't Executive Dayton, Ohio

D. H. Jackson Elliot Co., Jeannette, Pa., Sales Engineer The Chemical Catalog Adv. Dept.

Co., New York

J. R. Peters Chemical National Bank, New York Piggly W' gg ly Corp Gen. Mgr.

Memphis, Tenn.
J. N. Staples Pigaly Wiggly Corp., Memphis, Tenn Resigned

Gen. Mgr. : '■ D

George B. Durell The American Fork & Hoe Co., Cleveland Same Company fres.

Vice Pres. & Gen. Mgr.

ADVERTISING AND SELLING November 17, 1926

*-"£)•»

What Quality
Readers Buy

Quality readers alone buy advertised products
high and low in price.

Quality readers discriminate in purchases.
They buy — and remember — trade-marked adver-
tised articles when convinced of quality. They
seek low prices, but demand quality. They prefer
advertised to non-advertised goods. They alone
can buy at the highest price levels.

Quality readers set buying habits. To acquire
the good-will of such purchasers is the foundation
of merchandising success.

The New York Times has the greatest number
of readers of high quality of any newspaper in the
world. Its censored advertising columns have the
solid confidence of these readers. The Times is
advertising leader in volume and character of
advertising.

Wc\t 2fout fork Qlitti

Circulation Advertising

. Iverage daily and 'J.2-48,622 lines more than the
Sunday, net paid second New York news-
3 9 1,465 copies. paper in 10 months, 1926.

" ' The New York Times advertising <<>hi>nus are as clean and free
and fair as its news. They whet the appetite of the average reader by
showing him day after day and year after year what useful and lovely
{kings he can buy with his money, what profitable savings he can make
in his income, how he can get ahead materially or spiritually by patron-
izing the advertisers in its columns. * *— II' ILLIAM ALLEN WHITE,
Emporia, Kansas.

iX2w

November 17, 1926

ADVERTISING AND SELLING

A dvertising
& Selling

The NEWS DIGEST

Issue of
Nov. 17, 1926

CHANGES IN PERSONNEL (Continued)
Name Former Company and Position Now Associated With Position

M. J. Norton Carnation Milk Products Co., Oconomowoc, Wis. ..The Borden Sales Co Gen. Sales Mgr.

Vice-Pres. in Charge of Sales New York

W. H. Cowdery The American Fork & Hoe Co., Cleveland Same Company Chairman of Executive

Pres. Committee

Allan S. Becker Pickus-Weiss, Inc., Chicago, Copy Same Company In Charge Nat'l Copy Dept.

Blackburn Sims Erwin. Wasey & Co Roche Adv. Co- Chicago ..Copy

A. W. Landsheft Landsheft Adv. Agcy., Buffalo, Pres Weinstock, Landsheft &. . .Partner

Buck, Inc.

L. L. Roddy The Dayton Pump & Mfg. Co., Dayton, Ohio The Robbins & Pearson ...Member of Staff

Co., Columbus, Ohio

Randall Clark Gray-Garfield-Ladriere Art Studio, Detroit Meinzinger-Clark, Inc Treas. and Sales Mgr.

Salesman Detroit

G. Grenville Hunter ..International General Electric Co., Adv. Mgr Vick Chemical Co Adv. and Selling Field

New York Agent

W. H. Dickinson '"Railway Review," Chicago, Eastern Mgr "Railway Purchases & ....Eastern Mgr.

Stores," Chicago

S. S. French General Fireproofing Co., Youngstown, Ohio The Berger Mfg. Co Pres.

Vice-Pres. and Gen. Mgr. Canton, Ohio

L. D. Hicks Southern Ruralist Co., Atlanta, Ga Same Company Vice-Pres. and Gen. Mgr.

Vice-Pres. and Adv. Mgr.

Bruce Hall Southern Ruralist Co., Atlanta, Ga Same Company Adv. Mgr.

Ass't Adv. Mgr.

Herbert L. Walker ..The American Bosch Magneto Corp Ray U. Broillet & Asso- Sales Pro. Mgr.

San Francisco, Cal., Sales Pro. Mgr. ciates, San Francisco

Charles P. Tyler Chamber of Commerce, Seattle, Wash George Batten Co., Inc Member of Staff

Chicago

George R. Cullem McKinney, Marsh & Cushing, Inc., Detroit "Furniture Age," Chicago. .Rep.

Jack Shaw The Erickson Company, New York, Art Dir Calvin Stanford Adv Art Dir.

Agcy., Atlanta, Ga.

L. Fairweather "Dry Goods Reporter" Same Company Special Eastern Rep.

Western Sales Rep.

Lathrop W. Arnold . . . Curtis Lighting, Inc, Chicago, Adv. Mgr TenBrook-Viquesney Mgr. Copy Dept.

Chicago

Alfred W. Hawks Congoleum-Nairn, Inc, Philadelphia Same Company Pres.

Vice-Pres. & Gen. Mgr.

Frank B. Foster Con'goleum-Nairn, Inc., Philadelphia Same Company Board of Directors

Pres.

Thomas H. Lane Crowell Pub. Co, Phila. Territory "American Legion Adv. Mgr.

Monthly," New York

A. Mark Smith Elliot Service Co, New York, Sales Mgr Low, Graham & Wallis . . . .Service Mgr.

Chicago

Harold Pickering James Newcomb & Co, New York Robert Ramsay Organiza-. .Vice-Pres.

tion, Inc., New York

Arthur Utt "Globe-Democrat," St. Louis "Dispatch," Columbus Prom. Mgr.

Ohio

Harry Latz Alamac Hotel, New York, Atlantic City & George Martin Partner

Lake Hopatcong. Vice-Pres & Gen. Mgr. New York'

D. Hiden Ramsay Asheville, N. C, Crfy Commissioner "Times," Asheville, N. C. ..Business Mgr.

Emery E. Hardwicke. ."Eagle," Wichita, Kans, Adv. Mgr "Daily Reporter," Adv. Mgr.

Independence, Kan.

Seymour Schiele Britt-Schiele Co, St. Louis, Mo Porter, Eastman & Byrne, . . . Vice-Pres.

Chicago

E. W. Calvin Werner & Werner, St. Louis .Frank D. Boyd Adv Vice-Pres.

Sales & Adv. Mgr. Co, Chicago
Harland J. Rue Chicago, Kahn Bros. & Associated Firms World's Star Knitting Adv. & Pro. Mgr.

Chicago, Adv. & Pro. Mgr. Co., Bay City, Mich.
George Ames U. S. Music Roll Co, Chicago Q. R. S. Music Roll Co Sales Mgr.

Vice-Pres. & Gen. Mgr. Chicago

J. J. Connery Graham Paper Co, St. Louis, Adv. Mgr Mound City Paint & Adv. & Pro. Mgr.

Color Co, St. Louis
Jeff Barnette "Chronicle," Houston, Tex, Adv. Dept "Press," Houston Adv. Staff

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS

Name Address Product Now Advertising Through

♦Canadian Pacific Railways Montreal So. America— Africa, . . .Ray D. Lillibridge, Inc, New York

Mediterranean &

World Cruise

Frank G. Shattuck Co New York Schrafft Stores Doremus & Co.. New York

The Servel Corp New York Electric Refrigerators. . . H. K. McCann Co, New York

"Armour & Co. .................. .Chicago Food Products N. W. Ayer & Son, Chicago

(Effective Jan. 1, 1927)

•Albert Frank & Co, New York, will continue to direct the advertising of the West Indies Cruise and Atlantic-Pacific Servic
••Advertising for soap and toilet preparations will be handled by the John Dunham Co, Chicago.

ADVERTISING AND SELLING

November 17, 1926

If You Are Interested
in the Detroit Market

— you should investigate the new Coe Terminal
Building, at once. In it you will find a combina-
tion of advantages never before offered the na-
tional merchandiser — warehouse space, display
rooms, finely appointed offices all on the same
floor.

In addition, its location on the main line of the
Michigan Central and in the very heart of the
wholesale and jobbing district is unsurpassed. The
Coe Terminal Warehouse is now receiving and
distributing merchandise.

You will be interested in reading our latest
literature illustrated at the left. This is a twelve-
page booklet which gives valuable information
concerning the type of building, type of people
who are now taking advantage of its facilities and
the ideals of service that will be in effect.

Write today for your copy of our illustrated
booklet "An Office Home for Merchandisers"

COE TERMINAL WAREHOUSE

Fort Street West and Tenth Street

Detroit, Michigan

November 17, 1926 ADVERTISING AND SELLING

e§uS

V3S?. T/ie NEWS DIGEST • ^T/,%,

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS (Continued)

Name Address Product Now Advertising Through

Win. Hendrick. Inc New York Dresses Hicks Adv. Agcy., New York

J. J. Felsenfeld New York "Felco" Pearl Wrist The Sacks Co., Inc., New York

If atch Bracelets

William Henry Maule, Inc Philadelphia Seeds & Bulbs John W. Blake Co., Yonkers, N. Y.

Vanguard Press, Inc New York Educational Press Arthur Rosenberg Co., New York

Disiantone Radios, Inc Lynhrook, L.I Radios Albert Frank & Co., New York

The Barawil Co Chicago Radios Hurja-Johnson-Huwen, Inc., Chicago

Spine Protector Co New York Spine Protectors Harry C. Michaels Co., New York

Kacoma Chamber of Commerce Tacoma, Wash Community Adv The Izzard Co., Seattle, Wash.

C. E. Mountford Co New York Radio Resistances Albert Frank Co., New York

The Brooks Landscape Irrigation. .. .Detroit Lawn-Sprinkling Crenel! Adv. Agcy., Detroit

Engineers System

*Cook. Swan & Young Corp New York "Swan" Brand Cod ....Wilson & Bristol, New York

Liver Oil
**The Rome Co., Inc Rome, N. Y "Romelink" Davenports. Winsten & Sullivan, Inc., New York

and Hammocks

Beecham Estates & Pills. Ltd New York "Beecham's" Pills Lord & Thomas and Logan, New York

Davis Bros. Fisheries, Inc Gloucester, Mass Seafood Wolcott & Holcomb, Inc., Boston, Mass.

American Cement Co Chattanooga, Tenn ''Zemcolite" Cement ...Nelson Chesman & Co., Chattanooga

Dixie Mercerizing Co Chattanooga, Tenn Mercerized Yarns Nelson Chesman & Co., Chattanooga

Frivolite Chattanooga, Tenn Art and Gift Goods Nelson Chesman & Co., Chattanooga

Van Ess Laboratories, Inc Chicago Shampoo and Scalp . . . Lord & Thomas and Logan, Chicago

Treatments

The Logan-Long Co Chicago Asphalt Roofing Simmonds & Simmonds, Inc., Chicago

0. D. Jennings Co Chicago Vending Machines Simmonds & Simmonds, Inc., Chicago

The Columbus Shirt Co Chicago Men's Shirts Frederick-Ellis Co., Inc., Chicago

The Packard Mfg. Co Chicago Men's Shirts The Irwin L. Rosenberg Co., Chicago

Martin's Jewelry Co Chicago Jewelry The Irwin L. Rosenberg Co., Chicago

The Currier Mfg. Co Minneapolis Office Appliances The Kraff Adv. Agcy., Minneapolis

The May Hosiery Mills New York Hosiery Cecil, Barreto & Cecil, New York

The Auburn Automobile Co Auburn, Ind Automobiles P. P. Willis, Inc., Toledo, Ohio

The Monarch Jug Co Webster City, Iowa . . ."Tlierma-Jug" Porter-Eastman-Byrne Co., St. Louis

Belding-Corticelli, Ltd Montreal, Can Silks Campbell-Ewald, Ltd., Montreal

Commerce Guardian Trust & Toledo, Ohio Finance Edwin Bird Wilson, Inc., New York

Savings Bank

The Ross Heater Mfg. Co Buffalo, N. Y Heating Systems Graham & Wallis, Chicago

The Pronto Mfg. Co Baltimore, Md Electric Stoves H. Lesseraux Adv. Agcy., Baltimore

White Pigeon Laboratories White Pigeon, Mich Anti-Septic Poisoning. .. .Hurja-Johnson-Huwen, Inc., Chicago

Preparation

Fenton, Smith & Saffir Detroit Finance Fecheimer, Frank & Spedden, Inc., Detroit

The Finzer Bros. Clay Co Sugarcreek, Ohio Clinton Face Brick The McAdam-Knapp Adv. Con), Wheeling

W. Va.

•Advertising placed in poultry and farm papers only.

**The advertising for Rome "De-Lux" bed springs continues tn be handled by the George Batten Co.

NEW ADVERTISING AGENCIES AND SERVICES, ETC.

Weinstock, Landsheft & 1001 Genesee Bldg., Buffalo, N. Y Advertising E. J. Weinstock, A. W. Landsheft and

Buck, Inc. Paul Buck

PUBLICATION CHANGES AND APPOINTMENTS

•Daily Union," New Haven, Conn Has changed its Sunday edition from standard to tabloid size.

"News," and "Tribune," Galveston, Tex Have been combined. The "News" having recently purchased the "Tribune."

"Times," Elizabeth, N. J Appoints Charles E. Miller and W. H. Stockwell, Chicago, as its Eastern and Western

Advertising Representatives respectively.

"Independent Press," Bloomfield, N. J Has been sold by Col. Charles R. Blunt and A. G. Leiss to Alex. L. Moreau, publisher

of the "Transcript," Freehold, N. J.

"Morning Telegraph," New York Appoints Roy Buell as its Detroit Advertising Representative

"Valley Morning Telegram," McAllen, Tex.... Has been merged with the "Valley Daily Globe," Harlingen, Tex. The new publica-
tion will be known as the "Valley Globe-Telegram," Harlingen.

"Star," Bridgeport, Conn Has been merged with the "Times," Bridgeport, Conn. The name of the paper will

be the "Star-Times."

"Herald," Bridgeport, Conn Appoints the George B. David Co., New York, as its National Advertising Repre-
sentative.

"News," Parkersburg, W. Va Appoints the G. Logan Payne Co., Chicago, as its National Advertising Representative.

(Effective Jan. 7, 1927)

"Sun," Lawrence, Mass Has been sold to Horace P. Warrington by Frederick W. Enwright, publisher.

American Newspapers Publishers' Assn Announces that the "New Dominion," Morganslown, W. Va., has been elected to

membership.

ADVERTISING AND SELLING

November 17, 1926

TOTE EIRICKSdM (D<DMB&NY

^stc/i eviisina

381 FOTTRTD AVENUE ,NEW TORE

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

HAVOLINE OIL

WALLACE SILVER

THE DICTAPHONE

BARRETT ROOFINGS

NAIRN INLAID LINOLEUM

COOPER HEWITT WORK-LIGHT

TAVANNES WATCHES

BONDED FLOORS

NEW-SKIN

What we've done for others we can do /or you.

°£

Member of the American Association of Advertising Agencies

Member of the Audit Bureau of Circulations

Member of the National Outdoor Advertising Bureau

November 17, 1<>26

ADVERTISING AND SELLING

" ♦ The NEWS DIGEST . h "

£? Selling

Nov. 17, 1926

PUBLICATION CHANGES AND APPOINTMENTS (Continued)

"Advocate,*' Belleville, III Appoints Inland Newspapers, Inc., New York and Chicago, as its National Advertising

Representative.

"Record." Biddeford. Me Has suspended publication.

"Courier," Bristol. Pa Appoints Hamilton-DeLisser, Inc., New York, as its National Advertising Repre-
sentative.

"Gazette," Alexandria, Va Appoints the G. Logan Payne Co., New York, as its National Advertising Represen-
tative.

"Farming Topics," Chicago Has suspended publication.

"Swine Grower," Nappanee, Ind Has been merged with the "American Swineherd," Chicago.

"News," Batavia, N. Y Appoints Ingrahan-Powers, Inc., New York, as its National Advertising Representa-
tive.

"Hawk-Eye," Burlington, Iowa Appoints Cone, Rothenburg & Noee, Inc., Chicago, as its National Advertising Rep-
resentative.

"Sunday Courier," Harrisburg, Pa Appoints Wales & Wolfe, New York and Chicago, as its National Advertising Rep-
resentatives.

"New York Graphic," New York Appoints Charles H. Shattuck, Chicago, as its Western Advertising Representative.

"Post-Enterprise." Sheridan, Wyo Appoints The Fred L. Hall Co., Inc., San Francisco, Cal., as its Western Advertising

Representative.

"Long Island Press," Jamaica, N. Y Appoints The George B. David Co. as its National Advertising Representative.

"Capitol."' and the "Maryland Gazette," Have been sold to Talbot T. Speer and H. C. Carrol by Ridgely P. Melvin.

Annapolis, Md.

"Manufacturers News." Chicago Appoints C. F. Chatfield, New York, as its Eastern Advertising Representative.

MISCELLANEOUS

Art-Ad Studio Corp.. Mansfield, Ohio Name changed to The Morgan-Todd Co.

Britt-Srhiele Adv. Co., St. Louis, Mo...\ Name changed to Britt-Gibbs Adv. Co.

"Chicago Merchant-Economist and Dry Name changed to "Dry Goods Reporter of Chicago."

Goods Reporter." Chicago
"Southwest Merchant-Economist and Name changed to "Drygoodsman of St. Louis."

Drygoodsman," St. Louis

"City Manager Magazine," Lawrence, Kan Name changed to "Public Management."

"Creamery & Milk Plant Monthly," Chicago. . .Name changed to "Milk Plant Monthly & Ice Cream Topics."
The Associated Business Papers, Inc Announces that "The Shears," Lafayette, Ind., is now a member.

New York
The Merchandising Publishing Corp Has opened an eastern office at 47 West 42d Street, New York City.

St. Louis

The Barton Mfg. Co., St. Louis Has purchased the Oil Glow Shoe Polish Co., Fremont, Ohio

The Porter. Eastman, Byrne Co., Chicago Has opened a St. Louis office. Seymour Schiele, Vice-Pres., is in charge.

The Marx Flarsheim Co.. Cincinnati Have opened a New York office at 565 Fifth Ave. J. J. Marx is in charge.

The Plantinide Co., Inc., Providence, R. I Name changed to Bolles & Hanson, Inc.

Doty & Payne, San Francisco, Los Angeles Named changed to Doty & Stypes, Inc.

and Portland

Name

CHANGES IN ADDRESSES

Advertising Agencies and Services, Publications, etc.
Business From

"The Agricultor" Publication 406 Broadway, Milwaukee, Wis. . .429 Broadway, Milwaukee

"Babyhood," Publication 21 No. La Salle St., Chicago Marion, Ind.

The Shuman-Hawes Adv. Co. . . .Advertising 230 East Ohio St., Chicago 820 Tower Bldg., Chicago

Oliver M. Byerly Advertising Penton Bldg, Cleveland B. of L. E. Bank Bldg., Cleveland

ADVERTISING AND SELLING November 17, 1926

Greatest Sunday Circulation
in New England

HPHE outstanding leadership of the Boston
-** Sunday Advertiser in New England is em-
phasized by Boston Publishers' Statements to
the Government for the six months period end-
ing September 30, 1926.

Every Sunday the
Sunday Advertiser 490,588 Advertiser sells

Sunday Post 339,486 151,102 more than the Post

Sunday Globe 322,395 168,193 more than the Globe

Sunday Herald 122,750 367,838 more than the Herald

The Boston Sunday Advertiser not only leads all
other Boston Sunday papers in total circulation
by a substantial margin — the circulation of the
Sunday Advertiser in Boston and within fifty miles
of Boston is greater than the total circulation
everywhere of any other Boston Sunday paper!

Boston Sunday Advertiser

RODNEY E. BOONE H. A. KOEHLER

9 East 40th Street Hearst Bldg.

New York City Chicago

S. D. CHITTENDEN F. M. VAN GIESON LOUIS C. BOONE

5 Winthrop Sq. Monadnock Bldg. Book Tower Bldg.

Boston San Francisco Detroit

ADVERTISING AND SELLING

■HttfPf*

*» '"* WC rJeTr eturn than any * • ERlN G CO.

" • ■ ,Ae a hign er «»niFlEl- D . Ma"""'

P-t r ave a aone a " ^V^ ^

fc«\»\ffl\\\lfl

HHHHHHB

95% Of The Chicago Tribune
Circulation Is In The Best Counties
Of The Chicago Territory

95% of the circulation of The Chicago Sunday Tribune is
in the counties of Illinois, Indiana, Iowa, Michigan and
Wisconsin, designated as "best" by an independent analysis
covering value of products, automobiles, dwellings, income
tax returns and retail outlets. Four per cent is in the "good"
counties; 1.2% in the "fair"; and .08 of one per cent in the
poorest counties.

94.7% of daily Tribune circulation is in the "best" counties ;
3.3% in the "good"; 1.8% in the "fair"; and .2 of one per
cent in the "poor" counties.

Of the 509 Tribune towns of 1,000 population or more where
The Chicago Sunday Tribune reaches from 20 per cent to
90 per cent of the families, 485 towns are in the "best" or
the "good" counties of The Chicago Territory.

Of the 191 towns of 5,000 population or more where the
Tribune reaches 20 per cent to 90 per cent of the families,
97 per cent of the towns are in the "best" or the "good"
counties.

In Chicago, Tribune circulation is strongest in the best dis-
tricts. Because of the character, as well as the size of its
circulation, The Chicago Tribune is the greatest selling
force in the five states of The Chicago Territory — Illinois,
Indiana, Iowa, Michigan and Wisconsin.

THE WORLD'S GREATEST NEWSPAPER

Circulation more than 750,000 daily; more than 1,150,000 Sunday

& Selling

PUBLISHED FORXNIGHT\%_/

Courtesy The Gorliam Company

DECEMBER 1, 1926 15 CENTS A COPY

In this issue:

"Uncapitalized Habits" By S. H. Gi.ellerup; "Making the Factory a
Tool of Production" By W. R. Basset; "Why Don't the Cotton Growers
Combine and Advertise?" By W. R. Hotchkin; "Shout 'Hey' With Your
Copy" By Arthur B. Rjjbicam; "The 'Why' of a Freight Traffic Manager"

ADVERTISING AND SELLING

December 1, 1926

Member oj The 100.000

(iroup oj American

Cities

Fortunes
Founded on Confidence

The great fortune of John Murray Forbes, the famous mer-
chant and investment banker of Boston, was founded largely
on the confidence of two Chinese merchants whose acquaint-
ance he made while traveling in the Far East. Such was
the confidence which these oriental gentlemen reposed in
Mr. Forbes that they gladly permitted him to invest large
sums of their money in American securities which proved
profitable to all concerned.

Hundreds of thousands of Chicago citizens repose much
the same confidence in the advertising in The Chicago Daily
News as the Chinese merchants placed in Mr. Forbes. As
Chicago's home newspaper, with more than 400,000 average
daily circulation, The Daily News is the customary buying
guide of the great majority of Chicagoans.

Advertising space in The Daily News
is an investment in confidence.

Total Display Advertising, First Ten Months of 1926
The Chicago Daily News 14,186,783 agate lines
The next daily paper 12,090,035 agate lines

THE CHICAGO DAILY NEWS

First in Chicago

Advertising
Representatives:

NEW YORK
. B. Woodward
1111 E. I'Jd St.

CHICAGO
Woodward & Ki
360 N. Michigan

DETROIT
Woodward & K
Fine Arts Buill

SAN FRANCISCO

C. Geo. Krogness

253 First National Bank Bldg.

December 1, 1926

ADVERTISING AND SELLING

Ouick-bulky-
f it'll of M O I ST URI<

IFilliam lather tofiens the bear,
— leaves the ri/u glotc-smooth

CW Days

your face needs
AFTER -SHAVING care

*S'K«

yji

7 ■

SS 1

really
aturates the Beard

makes shaving easy -

leaves the skin glove-smooth

f 1..

Ji^JL

Facts need never be dull

A good salesman must not only have all the facts about
his product at his finger-tips, but must be able to present
those facts in a way that will interest prospects.

The Richards Company operates on the same principle
— facts first— as a sound basis on which to work; then
advertising— based upon the facts— advertising so interesting
that those facts will be read.

Joseph Richards Company, Inc., 257 Park Avenue,
New York City.

r\ICHARDS < * * Fads First r * * then ^Advertising

ADVERTISING AND SELLING

December 1, 1926

When you get right down to fundamentals

All Product Advertising Is
Retail Advertising At Heart

"CVERY advertisement that achieves the ultimate purpose for
-*— ' which it was created must do so at the point of purchase, where
Mr., Mrs. and Miss Consumer exchange their money for the product
at retail.

By the very mechanics of distribution, all product advertising is
retail advertising at heart. Its results are tallied by the cash register.
That's why newspapers, and particularly the leading retail adver'
tising medium in every city, are pre-eminently the medium for adver-
tising to make sales. "National" and "Local" are mere trade designa-
tions. Fundamentally all advertising has to stand or fall on sales
per dollar of coil.

For 57 years, The Indianapolis News has towered above its field in
every advertising classification. And in advertising results. It
makes sales for manufacturers, distributors and retailers at the
place where sales are made — the retail Store.

Exclusive Indianapolis Member
100,000 Group of American Cities, Inc.

THE, INDIANAPOLIS NEWS

New York, DAN A. CARROLL
110 East 42nd Street

Frank T. Carroll, Advertising Director

Chicago, J. E. LUTZ
The Tower Building

December 1, 1926

ADVERTISING AND SELLING

Everybody's Business

By Floyd W. Parsons

IET'S have a visit with
. Dr. McCollum. He is
"" the fellow who dis-
covered vitamins, and who
probably has done more to
advance our knowledge con-
cerning human diet than
anyone living today. Like
many others, I have been
interested in the subject of
correct eating for several
years. But it was only
after I dropped off the
train in Baltimore one day
and went up to Johns Hop-
kins to see McCollum's
2000 rats, used in his diet
experiments, that this food
problem shaped up in my
mind as a matter of vital
importance.

Our diet specialists, who
are somewhat at odds with
the medical fraternity, have
announced that success in
dieting depends not on
merely providing the right

quantity of calories, but rather on combining at one
meal only those foods that will not fight or ferment
in the stomach. Dr. McCollum is not so severe in his
formula, and therefore his philosophy should appeal
to people who object, as they say, to having "the joy
taken out of life."

He asserts that appetite is no safe guide to the se-
lection of foods. The appetite may call for sweets,
alcohol, tobacco or drugs. He also points out that we
are now engaged in a great diet experiment, due to
the introduction of city life which has provided us
with the problem of transporting, preserving and stor-
ing large quantities of foods. It has given us white
bread because the whole grain bread does not keep so
well. It has also given us refined foods in immense
quantity and canned products of every description.
Therefore, the diet situation is far different from that
of our forefathers. They ate eleven pounds of sugar,
per person; a year; we eat 100 pounds.

There are five vitamins, all of which are essential to
the maintenance of vigorous health. But Dr. McCol-
lum feels sure that no one will suffer from a lack of
vitamins if he consumes plenty of whole, fresh milk,
green vegetables and fruits. The threat of the present
day arises from a diet of lean meat, white bread,
cooked starches and sugars. Many people today die
at forty, although they are not buried until they are
eighty. Forty years of ill health is the price they pay
for diet ignorance.

Here are just a few of his statements that provide
food for thought: First he emphasizes that a wide
variety in diet does not necessarily assure safety in
nutrition. The leaves of many plants come nearest to
constituting a complete food. Certain species of ani-
mals have subsisted for centuries solely upon the leaves
of grass. Meat-eating tribes such as the Esquimo, the
Aborigines of Patagonia, the Laplanders of Northern
Scandinavia, and certain tribes of North American

Indians, maintained them-
selves in health by supple-
menting their protein diet
with berries, milk, fish,
leaves and bark. Most
eaters and carnivorous ani-
mals consume the glandular
organs of their victims.
These internal organs, such
as liver, kidney, sweet-
bread, etc., are fairly rich
in vitamins, and help pro-
vide health insurance.

Nuts are so rich in pro-
tein and fat that they
should not be eaten in large
quantities. Bran is a good
corrective for constipation,
but it is rather harsh and
irritates the intestines, so
people suffering from colitis
should leave it alone. One
of Dr. McCollum's favorite
suggestions to those both-
ered with constipation is
that they take a quart of
water at about body tem-
perature and dissolve in it two level teaspoonfuls of
common table salt. This makes a solution having
practically the same concentration of salt in it as is
contained in the blood. Take a part or all of this salt
water an hour or more before breakfast and then lie
down for about half, an hour.

McCollum favors sour milk. He thinks that the five-
cent ice-cream cone is fine for kids if the product is
pure. He asserts that the nutritive value of the cheap
cuts of meat compares favorably with the more ex-
pensive cuts. As for the idea of many that white
meats are more suitable than red meats for invalids,
there is no scientific evidence now available to support
Ihis view. Sea fish is as good as meat with the pos-
sible added advantage that it contains vitamins A and
B and iodine. We eat more meat and fish than we
should, says the doctor, and he blames this on the fact
that when meats are not used greater culinary skill is
necessary to make uniformly satisfying menus.

He points out that fear, anger and pain disturb di-
gestion. Let the parent wait for an hour after meal-
time before severely scolding children. Some dyspep-
tics make food injurious to themselves by fearing it
or holding a prejudice against it. One great rule to
help digestion is to stop worrying.

He also believes that salts and all vegetable cath-
artics are injurious. Yeast is very good for many.
Excess weight is generally due to over-eating, a lack
of exercise and a "sweet tooth." We spend a half bil-
lion dollars annually for candy. A person fifty pounds
overweight at the age of fifty has only half the «x-
pectation of life of the man of normal weight. Re-
ducing nostrums are dangerous. Too rapid reduction
of weight is certain to bring on acidosis, and all of its
dire consequences. It is not necessary to exercise vio-
lently or to perspire excessively in order to get the
weight back to normal. The proper way to reduce is
to do it entirely by a thoughtful selection of foods.

ADVERTISING AND SELLING

December 1, 1926

W Wmmm

ENGLISH EIGHTEENTH CENTURY WALNUT SETTEE PURCHASED
AT THE DAWSON SALE FOR Jl^OO BY CALLINGHAM-LLOYD

for Collectors and

Connoisseurs

INTERNATIONAL

STUDIO

119 WEST 4OTH STREET
NEW YORK

T X 7"HETHER it be dealing with the paintings of a con-
™ ' temporary or an old master, whether the subject be
Chinese porcelains or English pottery, whether it be treat-
ing of old Italian laces or modern sculpture, International
Studio speaks with authority. .

TN its printing, its typography and its illustrations,
A nothing will so convince you of the perfection of its
technic as a personal examination of any recent issue.

"IT T HEN you have examined a single copy, we believe
" ' you will recognize at once that International
Studio is an individual factor to be considered when mak-
ing up a list of class mediums to reach ultra-class pur-
chasers.

ADVERTISERS who critically examine it for the first
-*■ *■ time confess to the same thrill that is experienced by
the reader. Here is a magazine, they say, which is creating
a new and undeveloped unit of circulation, representing
both culture and wealth.

December I, 1926

ADVERTISING AND SELLING

on farms — in mines and mills —

.... and in the corner grocery store —

Business Booms In Birmingham

These Newspaper Excerpts tell
the story : —

HEAVY '27 OK
WILL KEEP SIEEL

Railroads Buy Rails; Cement

Plant Almost Done; Coal

Orders Are Heavy

BY LEON W. FRIEDMAN
Industrial Editor The Birmingham News

Several hundred thousand tons of
steel products have been sold for de-
livery during 1927, books have been
opened for the first three months
delivery of pig Iron, coal orders are
in hand and other orders are being
offered which will warrant steady
operation of mines for several months
to come, while coke producers and
independent coke makers have many
contracts in "hand, and other busi-
ness is In sight.

This is but a casual survey of the
situation as the new year approaches,
the end of this year being a. month
and 10 days off yet.

LARGEST IDE IN
LASTTEN YEARS

Thanksgiving Season In State

Finds Farmers' Pantries

Full Of Good Eats

Extension Service A. P. I., Auhurn
For good yields of every important
Crop which they grow Alabama far-
mers will give thanks this year. "With
the exception of peanuts, the present
Thanksgiving season finds them with
larger harvests of every crop than
was made last year, a condition which
is unusual. Ordinarily, when the pro*
duction of one crop is up others are
down, but high acre-yields of all
crops were made this year. The reduc-
tion in peanuts was due to a reduc-
tion in acreage planted.

Although not the largest crop ever
made in Alabama, the present crop
is the largest in ten years. Corn is
about a 10-year average. Along with
these, Irish potatoes, sweet potatoes,
sugarcane syrup, sorghum and the
smaller crops, such as dried pease and
beans, have yielded well, with the re-
sult that more farmers than usual
have pantries full of good things to
cat this Thanksgiving season.

Choose Your Market Where
Prosperity Lowers Sales Resistance

3he IStrmittghEm £fetxr0

The South's Greatest Newspaper

NATIONAL REPRESENTATIVES

KELLY-SMITH CO.

Chicago Boston

J. C. HARRIS, JR., Atlanta

ADVERTISING AND SELLING

December 1, 1926

EJF=

k. ^

— .-. .—

Kjjm^^

K\ JJB ■

■ "3

wlJ$B

Ery

. — »

Buy

Christmas
Seals

What, no
river there?

Dredge one!

JOVE thundered. And forests were
felled or rivers changed in their
course for the building of a railroad or
a power plant. (Or at least so runs the
legend told about those strong exultant
Titans of American business who once
drove their unfettered wills over the
virgin fields of American industry and
commerce.)

But today it is no longer the landscape
of the countryside, but the landscape of
business that is changing.

New forces, huge and impersonal, a

new and far more complex order in
business, have brought a new type of
Titan into control: the engineer of the
new forces.

It is these new forces which Nation's
Business measures and interprets.

240,000 business men, alert and sensitive
to the new trends and currents in busi-
ness, subscribe for and read this maga-
zine. The intensity of their interest may
be measured by their growth in num-
bers — doubled in the past 3 years, tripled
in the past 5 years.

NATIONS
BUSINESS

Merle Thorpe, Editor

Published Monthly at Washington by the Chamber of Commerce of the U. S.

December 1, 1926

ADVERTISING AND SELLING

Sell to the Electrically Equipped

Homes in the Northern Nine

Counties of New Jersey

Homes electrically equipped are always the best prospects
for superior merchandise of every kind — whether it be for
more electrical appliances or for foods or furnishings.

Judge, then, the desirability of the Northern 9 Counties
as a market for your sales by these facts :

517,650 of the 580,000 families in the Northern 9 Counties
are domestic lighting customers — 89 per cent.

Although 26 per cent of the residents in the Metropolitan
District live in the Northern 9 Counties of New Jersey,
40 per cent of the Metropolitan users of electrical appli-
ances reside in the Northern 9 Counties.

The Northern 9 Counties comprise, therefore, the rich-
est market for electrical appliances in the entire Metropoli-
tan District — itself the richest market in the United States.

No matter what you sell — if it be quality merchandise — ex-
pect nearly double the ratio of your sales in the Northern
9 Counties to what you expect the country over. Isn't it
worthwhile to double up on selling effort where every
prospect is nearly twice as good a customer for you as you
will find elsewhere?

Charm, The magazine of New Jersey Home Interests, is
predominant in this richest of Metropolitan markets. It
covers 81,237 of the finest homes of Northern New Jersey.
It is eagerly read and readily responded to — a rich per-
fected instrument for the promotion of sales.

CHAFIM

c/ne Cyfmaminc df
Qj/£u) rcrsca Cf\pme Jntaxsis

Office of the Advertising Manager, 28 West 44th Street, New York

ADVERTISING AND SELLING

December 1, 1926

THE COLUMBUS MARKET

The Dispatch Covers the Central Ohio
Market Thoroughly — and is the State's
First Newspaper in Advertising Volume

*TpHE DISPATCH circulation covers Columbus and
-*- Central Ohio Trading Area so thoroughly and its
reader influence is so great that practically every im-
portant national campaign entering this market is placed
in the Dispatch exclusively. 1194 National and Local
Display Advertisers used no other newspaper dur-
ing 1925.

The City Circulation alone of the Dispatch equals over 90 per cent
of the homes — all classes read it.

Its constructive and progressive policy makes true the slogan
"OHIO'S GREATEST HOME DAILY." Dispatch promotional
projects such as Radio Shows, Building Exhibits, Home Beautiful
Expositions, Junior League Club, etc., are pronounced successes.
The Home Beautiful Exposition of 1925 was attended by over
300.000 people.

OHIO

Market Information and Service Bureau

National advertisers and agencies using the Dispatch receive one
hundred per cent service, such as

MARKET SURVEYS
CLASSIFIED ROUTE LISTS
SHOW-WINDOW DISPLAYS
MONTHLY TRADE PAPER PUBLICITY
TALKS TO SALES GROUPS

Circulation

Sworn circulation of the Columbus Dispatch for the
period ending September 30th, 1926:

(Government Statement)

City

Suburban

County

Total

Week Day

1 55.920
1 53.440

27.897
19.615

22.997
15.375

106.814
88.430

1925 Advertising Volume of Principal
Ohio Newspapers

{In Agate Lines)

COLUMBUS DISPATCH 21,544,376

Second Paper (Cleveland) 18.895,993

Third Paper (Dayton) 16,781,576

Fourth Paper (Toledo) 15,539,337

Fifth Paper (Akron) 14,477,071

Sixth Paper (Cincinnati) 14,177,908

The Dispatch printed over 54 per cent of all Columbus newspaper
advertising in 1925 or 3,680,065 lines over all others combined.

Following are the advertising figures of Columbus newspapers
in agate lines for 1925:

■ nrai Na - Class!- Legal
L0ta ' | tienal ( tied 1 Reader

Total

Dispatch
Citizen
Journal

14.474.370
7.508.555
5.161.980

2,873.286
1,135,626
738.423

4,125,905
1 .611. 205
1.406.150

70.815
51.925
250.447

21.544,376
10.307.311
7.557.000

Out of 106,814 daily paid circulation, 102.507 is concentrated in the
29 counties. In these enmities there are 295.060 families; 279,599
homes; 230,482 automobiles; 55,258 income taxpayers; 76,816 farms.
The total population being 1,152,503.

Dispatch exceeded second paper by 11,237.065 lines.
Dispatch exceeded third paper by 13,987,376 lines.

January 1st to October 31st, 1926, Dispatch carried 19.-
038,497 lines, exceeding all other Columbus papers com-
bined by 2,689,613 lines.

The Q&lumbitfflt&stfrh

December 1, 1926 ADVERTISING AND SELLING

Buffalo the Wonder City of America
First Ten Months of 1926

Show a Gain of Nearly a Million Lines

1925 was the biggest year in the history of the Buffalo
Evening News — both in advertising and circulation.

1926 is showing even greater growth.

Paid advertising published in the Buffalo Evening News
during the first ten months of 1926 amounted to

13,071,596 Lines

a gain of 909,980 lines over the same period in 1925

The net paid circulation of the Buffalo Evening News
for October was

147,891

a gain of 12,858 over October, 1925

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

December 1, 1926

20,000 more

for 2 cents

IF you charge $10,000 for
36,000 units of your
product you would charge
about $15,000 for 56,000
units or 57% more,
wouldn't you?

The Akron Beacon Journal
is selling 56,261 circulation
now for the same price that
it charged for
36,788 circula-
tion four years
ago.

On January 1,
1927, the rate
will be increased
two cents a line
on R. O. P.
space, making
an increase of
20% in rate to

39,193

40,558
42,209

45,727

47,254

51,925

56,261

from Octobc
1, 1926.

take care of a raise of 57%
in circulation. This is dis-
proportionate, but quite fa-
vorable to the space buyer.

This additional rate buys
also the growth in numbers
and in buying power of the
Akron Market which has
just been revealed by Fed-
eral and indus-
trial surveys.
This growth will
continue to in-
crease the effec-
tiveness of your
advertising ap-
propriation in
Akron just as if
it were placed on
interest to be
compoun d e d
monthly.

AKRON BEACON JOURNAL

Member of The 100,000 Group of American Cities

I st

UL phi

STORY, BROOKS & FINLEY, Representatives

New York San Francisco

ladelphia Chicago St. Louis Los Ange

""1

les JJ

Lt in Ohio-8th in U. S.

six-day evening newspapers.

Decern ber 1, 1926

ADVERTISING AND SELLING

Vv\W'

INVINCIBLE!

It is only natural. Those who have an
impressive printing job to be done
specify an impressive paper for it.

They don't jeopardize their large invest-
ment in art work, cuts and typography
by a last-minute impulse to keep the cost
down — with a cheaper paper. Cost is
determined by the results obtained and
in no other way.

The International Silver Company had a
wonderful story to tell its trade. It was
presented in a startling portfolio of 24 Yl
by 18 Yi page" size. It called for excep-
tionally fine halftone printing — attainable
only on an exceptionally fine paper.
Cantine's Ashokan, 100 lbs. was used.
And the job measured up to the high
expectations set for it — in appearance and
effectiveness.

The true economy of Cantine's Coated
Papers was again demonstrated!

^A handsome steel -engraved certificate is
awarded each quarter to the producers of
. I the most meritorious job of printing on any j '
Cantine paper. Write for details, book of '
sample Cantine papers and name of nearest
distributor. The Martin Cantine Company,
Dept. 331 Saugerties, N. Y.

Cant/ne'y gggjjg

Canfold Ashokan Esopus - Velvetone uthoCIS

CnIM ut<d fa, ttu Rtprml

ADVERTISING AND SELLING

December 1, 1926

May we show you

to Boston's

What's the matter with the Boston district 7 ."
the sales manager asks. "Why can't we get
the results from our advertising there that we
get elsewhere? rf

TO many manufacturers Boston is a
difficult market to sell because the
population is so scattered. But if you ex-
amine Boston closely you will find that like
other districts, it has its key market. And
one of the best known principles of sales-
manship is this:

"Concentrate your sales and advertising
effort upon the key market first. Outlying
markets will soon fall into line."

Draw a circle with a 12 -mile radius around
Boston. Enclosed within this circle is the
city's real trading area. Here are the reasons:

Boston's department
stores make 74% of their
package deliveries to
customers living in this 12-
mile area. One of the fore-
most department stores
obtains 64% of all its
charge accounts in this
area.

The population of this
12-mile trading area, num-
bering 1,567,257, forms al-
most two-thirds of all the
population living within 30
miles of Boston. This popu-

Of the 30'mile radius
around Boston the 12-mile
Trading Area contains : —

74% of all department store

package deliveries
64% of a leading department

store's charge accounts
61% of all grocery stores
60% of all hardware stores
57% of all drug stores
57% of all dry goods stores
55% of all furniture stores
46% of all auto dealers and

garages

lation is rich — with an average per capita
wealth of about $2,000.

How the Globe concentrates
on this key market

Here, within this 12 -mile area, the Globe
has the largest circulation of any Boston
Sunday newspaper. And here the circula-
tion of the daily Globe exceeds that of Sun-
day. This is the Globe's market.

Because of this uniform seven-day con-
centration upon Boston's key market the
Sunday Globe carries as much department
store lineage as the other
three Boston Sunday
papers combined. And in
the daily Globe the depart-
ment stores use more space
than in any other daily
paper.

There is a very definite
reason for this. The depart-
ment stores know their
local market. They have
a daily check on the results
of their advertising. They
use the Globe first because
the Globe's concentration

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

The Boston Globe

December 1, 1926

ADVERTISING AND SELLING

the way"
Key Market?

upon Boston's key market is reflected in
their sales figures.

As they make a closer study of the facts,
national advertisers are coming to realize
more and more the importance of Boston's
key market. That is why in the first nine
months of 1926 the Globe carried 27 per
cent more national advertising than in the
same period last year.

The Globe has gained its preponderance
of circulation in Boston's key market simply

by publishing a newspaper that Boston men
and women wish to read. Impartiality in
matters of race, creed and politics, special
features such as its Household Department,
sports, editorials, etc., — these have built the
Globe's circulation. A family newspaper
that goes into the home — and stays there.

Study the map herewith. It shows you
Boston's key market — the 12 -mile trading
area. To concentrate upon that area buy
the Globe.

The Globe leads them all!
Total Advertising
September, 1926

Globe —1,336,052 lines

2nd paper — 1,274,576 "
3rd paper — 956,062 "
4th paper — 496,677 "

Nine months of 1926

Globe —12,014,812 lines

2nd paper —11,616,917 "

3rd paper — 9,086,756 "

4th paper — 3,719,510 "

Dept. Store Advertising
September, 1926

Globe — 315,604 lines/

2nd paper — 222,416

3rd paper — 211,395
4th paper — 68,901 "

Nine months, 1926

Globe — 3,102,163 lines

2nd paper — 2,242,144 "
3rd paper — 1,906,610 "
4th paper — 713,691 "

Total net paid circulation
for year ending March 31, 1926
Daily 278,988— Sunday 325,234

May we send you

this interesting booklet 2

If selling the Boston market is one
of your problems you will be in-
terested in our new booklet —
"Looking at New England through
the eyes of the Sales and Advertis-
ing Manager." We shall be glad to
send you a copy on request.

Cfhe Qlobe sells Boston*

ADVERTISING AND SELLING

December 1, 1926

rom the pages of Delineator

to the dinner tables of

well-to-do America

It's but a step, a short step, from the pages
**■ of Delineator —
to the dinner tables of well-to-do America.

It's a step many thousands of women are taking, and more and
more thousands each month, with —

zJhCildred z^addocks Gentle y

Director of Delineator Home Institute.

From the use of an electric range to the preparation and serving
of a formal Christmas dinner [ ££ 'necm^""'^" ] Mrs. Bentley is
offering suggestions both practical and delightful, to thousands
and thousands of American women eager to receive them.

You, the advertiser, are invited to take this step with Delineator —

Directly from its pages to the dinner tables of well-to-do America.

CThe Delineator Home Institute is part of Delineator's "j
plan to further the Art of Gracious Living

Delineator

Established 1868

THE BUTTERICK PUBLISHING COMPANY

S. R. LATSHAW, President

Advertising & Selling

Volume Eight — Number Three
December 1, 1926

Everybody's Business 5

Floyd W. Parsons

Uncapitalized Habits 19

S. H. GlELLERUP

An Outline of Advertising 20

Earnest Elmo Calkins

Are You Making Your Product Too Cheap? 21

David N. Mosessohn

Making the Factory a Tool of Production 22

William R. Basset

"Wet Rubber Slips" 23

Frank Hough

Why Don't the Cotton Growers Combine and Ad-
vertise? 25
W. R. Hotchkin

More of Frank Trufax's Letters to His Salesmen 27
A. Joseph Newman

The "Why" of a Freight Traffic Manager for the

Shipper 28

Albert H. Meredith
The Editorial Page 29

Your Health, Sir 30

Is the Trend of Advertising Art Toward Over-
Sophistication? 32
Milton Towne

The Trials of a President 34

M. D. B.
Shout "Hey!" With Your Copy 36

Arthur B. Rubicam
Who Shall Interview the Publication Representa-
tive? 38

The 8-Pt. Page by Odds Bodkins 42

The Open Forum 64

E. 0. W. 68

Consider Both Sides in "Publication Discussion" 84

Harry E. Taylor

THE foundation — often unrec-
ognized by the manufacturer
— of many successful businesses is
the tendency of the public to form
habits of buying- packaged goods.
The average man selected from
any typical group or assembly of
his peers will be found to stick to
one brand for a long time simply
because he always has in the past.
Moreover, it will be discovered
that he is wedded to the product
itself rather than to the trade-
mark or name. Mr. Giellerup has
secured reports from several thou-
sand people regarding their meth-
ods of buying, and in this issue he
makes public the interesting con-
clusions he has drawn as a result
of his investigation.

New York :
V K. KkKTSrllMAU
CHESTER L. RICE

M. C. ROBBINS, President

J. H. MOORE. General Manager

Offices: 9 EAST 38TH STREET, NEW YORK

Telephone : Caledonia 9770

Chicago:

JUSTIN P. BARBOUR

Peoples Gas Bldg. ; Wabash 4000

New Orleans :

H. H. MARSH

Mandeville, Louisiana

40;

Cleveland:
A. E. LINDQUIST
Swetland Bldg. ; Superior 1S17

London :

66 and 67 Shoe Lane. E. C

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 B^lsiness 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

December 1, 1926

We advertise:

Alaska
Almonds
Apples
Apple Butter
Apple Sauce
Animal Spray
Antiseptics
Apricots
Artichokes
Asparagus
Asphalt
Axle Grease

Basement Windows

Beans

Beets

Belt Dressing

Berkshire County,

Mass.
Blackberries
Books
Borax
Boric Acid
Boric Talcum

Powder
Brake Drums
Breakfast Food

California
Camphor Ice
Camphorated

Cream
Candles
Candle Holders
Candy
Caramels
Carrots
Carriage Oil
Catsup
Channels
Cheese Coating
Cherries
Chewing Gum
Chili Peppers
Chili Sauce
Chocolate
Chocolate Bars
Cigars
Clamps
Cleaning Pads
Clutch Discs
Coal Doors
Coffee
Cold Formed

Channels and

Angles
Cold Cream

Commercial Banks
Compounds
Condensed Milk
Corn

Corner Beads
Crayons

Cranberry Sauce
Crank Cases
Cream Separator
Cylinder Oil
Crow Repellant
Crushed Pineapple
Cultivator Parts
Cup Grease

Dish Washing

Powder
Disinfectant
Drains
Dry Milk
Drygoods Store

Electric Light

Service
Electric Power

Service
Electric Railway

Service
El Paso, Texas
Erie, Pennsylvania
Evaporated Milk
Expanded Metal

Factory Sites
Farms

Fibre Grease
Floor Dressing
Fly Spray
Fuel Oil
Furnace Oil
Furniture Polish
Floor Wax
Fruit Drops
Furrow and Gong
Wheels

Gasoline
Gasoline Engine

Oil
Gasoline Rail Cars
Gas Ranges
Glenwood Springs,

Colorado
Grapes

Graphite Lubricant
Grease

Haberdashery

Hair Tonic
Hair Groom
Harness Oil
Harrowtooth

Clamps
Harvester Oil
Hats (women's)
Hawaiian Islands
Highlands of

Ontario
Hominy
Honey
Hoof Oil
Hosiery

Housing Covers
Household

Lubricant
Hotels
Hub Flanges

Industrial Car

Wheels
Insecticide
Ironing Wax

Jams

Jasper National

Park
Jellies
Joist Pin Anchors

Kerosene

Land Roller Heads
Lever Latches
Lift Truck

Platforms
Live Stock Oil
Loganberries

Macaroni

Machine Guard
& Factory Parti-
tion Material

Magazine

Malted Milk

Malto Cocoa

Maritime
Provinces

Marmalades

Merchant Marine

Metal Lathing

Milketts

Milking Machines

Mineral Oil

Mints

Motor Buses

Motor Oil

Motor Trucks
Motorized Fire

Apparatus
Municipal Water

Service
Mustard

Noodles

Oil Cookstoves
Oil Heaters
Ointment
Olives
Ovens

Paraffine Wax

(Refined)
Peaches
Peanut Butter
Pears
Peas

Petroleum Jellies
Phoenix, Arizona
Pickles
Pimientos
Pipe Joints
Platform Boxes
Plows
Plumbers' Thread

Cutting Oil
Plums

Pork and Beans
Poultry House

Spray
Power

Preserved Milk
Preserves
Pressed Steel
Prunes
Pumpkin

Radio Broad-
casting Stations
Radio Store
Radiator Shells
Railways
Raisins
Raspberries
Real Estate
Redwood Lumber
Roof Spray

Salad Oil
Salmon
San Diego,
California

THE H.K.M C CANN COMPANY
^Advertising

Santa Barbara,

California
Sauerkraut
Savings Bank
Seats
Securities
Separator Oil
Shelled Walnuts
Shoe Store
Sliced Bacon
Sliced Beef
Sliced Pineapple
Soap Chips
Spaghetti
Spices
Spinach
Sprouts
Squash

State of Maine
Stationery
Step Hangers
Steel Budging
Steel Platforms
Strawberries
String Beans
Stucco Mesh
Sweet Potatoes

Tank and Barrel

Heads
Tea

Throat Spray
Tool Boxes
Tomatoes
Tomato Sauce
Tours
Trains

Transit Service
Tree Spray
Trust Service
Tuna Fish

Vanishing Cream
Vegetable

Shortening
Vermicelli

Walnuts
Water Heaters
Washing Machines
Washing Machine

Soap
Weight Boxes
Wheel Discs
Wicks

Yosemite Park

New York
Chicago

Cleveland
Los Angele

San Francisco
Denver

Montreal
Toronto

DECEMBER 1, 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

Uncapitalized Habits

The Books of Most Package Goods Advertisers Fail to Show
a Very Tangible Asset

By S. H. Giellerup

TWELVE years ago something
(impossible to remember what)
induced me to try a Prophylac-
tic tooth brush. Ten years ago I
bought my first tube of Palmolive.
Eight years ago I squeezed my first
Kolynos onto the brush, and two
years ago an atomizer full of Glyco-
Thymoline took its place on my bath-
room shelf.

And so some habits were born.
Regularly, ever since, I
have replenished my sup-
ply with the same brands.
As a result of those first
purchases, I have bought
dozens — scores — of pack-
ages. I will go on buying
the same brands, I sup-
pose, for the rest of my
life unless some manu-
facturer offers me a bet-
ter product and is clever
enough to get me to try it.

Habits, in buying pack-
age goods, seem to be the
rule. The canned soup of
the famous label standing
on our kitchen shelf is a
habit formed at least
eight years ago. It hap-
pens that the brand of
soap powder my wife has
used ever since we began
housekeeping is the same
brand that my mother
used to send me for when

I was a boy. The soap, the break-
fast food, the sugar, the salt, the
biscuits — each one is of a brand that
has long since become a habit.

Peculiar? Not a bit of it! This
sticking-to-one-brand-for-a-long-time
is the way most of us buy. You
have only to consider the package
products in your own home. Re-
call the temporary changes you have
made and the frequency with which

CORN
FUKES

jYOi

VEN if you were to cancel every line of advertising

for these famous brands and do absolutely nothing

to promote their use from now on, millions of people

would continue to buy them; sales would go on for

years before the zero point was ultimately reached

you returned to your previous
choice. I have secured reports from
several thousand people regarding
their methods of buying and these
reports show that you and I are not
different from the average Ameri-
can : We select a brand and then buy
it over and over again until it be-
comes a well established custom.

This habit-forming tendency of
the public is of vital consequence to
the manufacturer. It is
the foundation of every
successful package busi-
ness whether the owner
realizes it or not. So far
I do not believe that many
of them do. At least
their fiscal policies give
no evidence of it. They
fail to capitalize the
habits which at great ex-
pense they have per-
suaded the consumer to
adopt. The average pack-
age goods manufacturer
assigns no value to Good
Will as one of his tangi-
ble assets. He enters it
not at all, or perhaps as
worth $1, just to show he
has not forgotten it.

There are slight varia-
tions, but the bulk of the
big advertisers act alike.
The Bristol-Myers Com-
pany (Ipana, Gastrogen,

ADVERTISING AND SELLING

December 1, 1926

Sal Hepatica) credit Good Will only
for registration fees and legal ser-
vices in copyrighting and registering
trademarks. Other companies pro-
ceed similarly. Only a minority —
about twenty-five per cent — credit
Good Will with any substantial
amount, and some of them, as for
instance the Borden Sales Company,
are constantly, bit by bit, writing
that amount off the books.

Good Will, however, has its Bulls
as well as Bears, and some adver-
tisers are bullish enough to suit
even Mr. Clarence Dillon. Whether
their high valuations are based upon
buying habits, I do not know. It is
probable that their conception is the
general one: a famous name and the
momentum derived from years of
extensive promotion. Not so long
ago Cluett-Peabody valued Good Will
at $18,000,000, Coca Cola at $25,-
000,000 and American Tobacco at
$54,000,000. Today Procter & Gam-
ble place it at a nominal figure in

the neighborhood of $3,000,000 and
declare: "To attempt to establish an
actual value of the good will for such
brands as Chipso, P. & G. Naptha,
Crisco and Ivory Soap would be ex-
tremely difficult."

Yes, it would be difficult to deter-
mine the actual value — the full value
— of Good Will. No doubt part of it
is quite intangible and may only be
guessed at. On the other hand, the
habit-forming tendency of buyers
need not be guessed at. It can be
measured. It is a part of Good Will
that deserves a place in the balance
sheet.

Most of the companies which
carry no Good Will account consider
their Good Will immensely valuable.
Perhaps they have sensed the effect
of -buying habits without being
aware of the cause. Kraft Cheese
Company says, "We value good will
as a great asset"; while one of the
world's greatest advertisers, the
Campbell Soup Company, goes on

record that "the name Campbell's
Soups and the reputation it has at-
tained is one of the biggest, if not
the biggest, asset which we have."

Another advertiser declares: "If
someone purchased the Marmola
Company it would cost them several
hundred thousand dollars. They
would receive mostly good will. In
explanation, we have spent millions
in advertising Marmola which cre-
ated this good will."

According to the Fuller Brush
Company: "Good will is worth more
than the physical assets of the com-
pany. Our stock shows a value all
out of proportion to our physical
assets, and we can only assume that
the public estimate of our good will
covers the difference."

The policy of The Mennen Com-
pany seems almost to acknowledge
the existence of buying habits. "We
charge off advertising each year as
a selling expense. If, after a term

[CONTINUED ON PAGE 44]

An Outline of Advertising

By Earnest Elmo Calkins

PATENT medicines . . . before and after
taking . . . Dr. Munyon . . . Tody Hamil-
ton . . . blind ads . . . from Greenland's icy
mountains to Hostetter's Stomach Bitters . . .
$3 Douglas . . . Printers' Ink . . . George P.
Rowell . . . gold mark bull's eye newspapers . . .
the old line advertising agency . . . the new ser-
vice agency . . . 10% commission . . . split com-
mission . . . Sphinx Club . . . Page-Davis Corre-
spondence School . . . Artemas Ward . . . Fame
. . . Sapolio . . . John O. Powers . . . Macbeth
Lamp Chimneys . . . Charles Austin Bates . . .
direct advertising . . . mail series . . . fac-simile
letters . . . slogans . . . you press the button
. . . jingles . . . Spotless Town . . . Sunny Jim
. . . Phoebe Snow . . . Atlantic Coast Lists . . .
special agents . . . M. Lee Starke . . . Caslon
type . . . replies . . . kejed ads . . . Ralph Til-
ton . . . coupons . . . coined names . . . Uneeda
. . . Kodak . . . Thomas Balmer . . . S. R. A.
. . . Seymour Eaton . . . A. N. A. . . . Mapes
contract . . . guaranteed circulations ... A.
B. C. . . . the Curtis code . . . 15% commission
. . . Quoin Club . . . censorship . . . right-hand
position . . . psychology . . . Walter Dill Scott
. . . Professor Munsterberg . . . Elbert Hubbard
. . . Message to Garcia . . . George Daniels . . .
Brock Mathewson . . . John E. Kennedy . . .
reason why copy . . . acrostic . . . Nabisco . . .
Tepeco . . . Bunco . . . art . . . signed pictures
. . . Tom Hall . . . art director . . . visualizer

. . . layout . . . typography . . . Benjamin Sher-
bow . . . double-page spreads . . . color . . . the
beer that made Milwaukee famous . . . Smiling
Joe Kathrens . . . Boyce's Big Weeklies . . .
Jimmie Collins . . . Joe Mitchell Chappie . . .
W. M. Ostrander . . . Colonel Hunter of Frozen
Dog . . . Uncle Henry Wilson . . . Agate Club
. . . Cheltenham type . . . substitution . . .
dealer influence . . . merchandising the advertis-
ing . . . contact . . . account handler . . . sales
resistance . . . consumer acceptance . . . market
investigation . . . research . . . statistics . . .
Professor Parlin . . . million-dollar appropria-
tions ... 4 A's . . . Associated Advertising
Clubs of the World . . . institutional advertising
. . . B. P. A. . . . war . . . propaganda ... in-
flation . . . advertising to beat the excess profits
tax . . . deflation . . . scientific advertising . . .
taking the guess out of advertising . . . $1,000 a
week copy writers . . . narrative or story telling
copy . . . Advertising Fortnightly . . . Art Direc-
tors Club . . . movies . . . milline measurements
. . . public relations counsel . . . Harvard Busi-
ness School . . . Bok awards . . . Federal Trade
Commission . . . Vigilance Committee . . . Bet-
ter Business Bureau . . . testimonials . . . act-
resses and society women's endorsements . . .
radio . . . Five million dollar appropriations . . .
advertising becomes a major industry . . . Presi-
dent of the United States endorses advertising.

December 1, 1926

ADVERTISING AND SELLING

Are You Making Your Product

Too Cheap?

If So, Perhaps the Experiences of the Dress Industries
Will Help Correct Your Viewpoint

By David N. Mosessohn

Executive Chairman, Associated Dress Industries of America

IMPORTANT advances in
merchandising practice are
nowadays accomplished by
cooperation. Consequently, the
general feeling among dis-
tributors and even manufac-
turers is that the consumer is
right, for a "trading-up" de-
velopment in selling is now
crystallized into a well-defined
movement which is spreading
throughout the women's ready-
to-wear field and bids fair to
change merchandising practice
in general.

What is this "trading-up"
movement? It is nothing less
than a realization, which has
actually been forced upon dis-
tributors by consumers them-
selves, that the American
woman today desires and can
pay for a better quality of
merchandise. It is also a re-
alization by leaders in the field
of manufacturing and retailing
that the tendency which has been
marked in past years to "trade-
down" must be reversed because it is
unsound. A large number of retail
stores, prominent among whom are
certain department stores, have
made the serious mistake of endeav-
oring to see how cheaply they can
sell in order to attain volume and
turn-over. There is a definite temp-
tation in this effort to sell low
quality goods which belongs to the
past history of American merchan-
dising, when the public wanted cheap
merchandise for various reasons,
chief of which was lack of under-
standing of true quality economy,
and also a lack of money to buy it.
A great many buyers of merchan-
dise for retail sale, during the last
six or eight years, have failed to
note a quite different attitude on the
part of the public. In the first place,
general purchasing power through-

out the nation has increased; and in
the second place, the general educa-
tion of the American consumer has
rapidly advanced, and a greater de-
gree of intelligence is used in pur-
chasing than ever before. The
American woman, the typical buyer
of family goods, is no longer com-
pelled by the narrowness of her
purse to compromise with good
quality, nor does she suffer from the
general ignorance of real values
which in former years marked the
average consumer. The tremendous
volume of American advertising,
which nearly always tells a quality
story and preaches the quality moral,
has not been in vain. Cheapness of
design, backwardness in style, make-
shift workmanship, flashy but un-
beautiful material, no longer have
the tremendous following they once
had. The United States, due to our
very active means of communication,

greater degree of travel and
spread of metropolitan stand-
ards, makes the average Amer-
ican woman in Oskaloosa
remarkably up-to-date and dis-
criminating in her taste. The
local stores in Oskaloosa once
sold the merchandise of a
couple of seasons back, the out-
moded and rejected goods of
the New York market; but not
today.

It is a surprising fact, but
one generally admitted, that
the consumer has been ahead
of the retail distributor in this
respect, and that a great many
stores have had to suffer seri-
ous losses in order to have the
truth brought home to them.
Since 1920, it is admitted that
the average unit sale has been
decreasing in amount in de-
partment stores, and that bet-
ter grade merchandise has
come more and more to be pur-
chased in specialty stores rather
than in general stores. On a recent
trip to Chicago, I was astounded to
see, on the first floor of one of Chi-
cago's leading department stores, a
dress priced at $5.98. It is unbe-
lievable that a merchandise manager
of a supposedly first-rate store
should so misread the temper and
nurse of the American woman, and
be willing to tag his store in the
minds of consumers with such a
standard. Yet it is only a sample
of what many such stores have done
in their effort to sell on price rather
than on quality. Department stores
everywhere are now realizing this
mistake and endeavoring to get back
the business which has flowed away
from them into the specialty stores.
The reaction against cheap merchan-
dise is so marked that even some of
New York's very high-class stores
have definitely been feeling it, for
[continued on page 60]

ADVERTISING AND SELLING

December 1, 1926

Making the Factory a Tool of
Production

By William R. Basset

Miller, Franklin, Basset & Company

UNTOUCHED by human
hands" is the slogan of many
food product manufacturers.
Although it is a boast of the excel-
lent sanitary conditions which exist
in the factory, it is no less an indi-
cation of the skilful manufacturing
methods employed.

It is an ideal which manufacturers
in any line would do well to set up
as a goal. It may not be possible
fully to achieve that perfection, but
the less handling there is in a plant,
no matter what the product, the
more efficient that factory is as a
tool.

It is strange that so many other-
wise intelligent men fail to grasp
the conception that a factory is or
should be a tool: highly complex,
perhaps, and made up of many
parts, but nevertheless a tool. Some
look upon their plants as monu-
ments; others as show places. One
considers his merely as an excuse
for gambling in raw materials: cot-
ton, wheat, or what not. Another
may look upon his as a laboratory
with which to delve into the inner
recesses of human beings by means
of intelligence tests.

But only a very few so far — and
they are highly successful — -insist
that their plants should be well de-
signed, smooth running tools, with-
out unnecessary parts, for the turn-
ing of apparently useless raw
materials into something which we
will consider useful — and do it in
the least possible time and at the
lowest cost in money and in human
effort.

Probably the most common de-
fect which keeps factories from be-
ing perfect tools is the handling of
materials by man-power when they
could be moved by machine power.
"Can the factory handle this order
if we get it?" is not merely a figure
of speech. If the material did not
have to be handled so inordinately
much, the order could undoubtedly
be "handled."

Flour mills were among the very
first even to approach being perfect

tools of production. For fifty years
at least, perhaps longer, there has
been no handling of flour from the
wheat in the freight car to the sack.
Elevating conveyors and gravity
conveyors carried the material from
each operation to the next, right to
the point where the sacks were filled
by nearly automatic machines.
Millers had achieved a notable ap-
proach to continuous automatic pro-
duction. But they stopped short of
perfection, in that until a few years
ago the filled sacks were trucked by
hand from the sacking machines to
the freight car, or warehouse. There
was an obvious place to use convey-
ors and achieve the perfect tool.

BUT at that the millers were dec-
ades ahead of other manufac-
turers in appreciating that a factory
should be a tool — as automatic as
possible and designed to do one cer-
tain thing in the best possible way.

Typical of the factories I have
seen, which far from being tools for
production are mere sheds covering
an ill-assorted collection of ill-suited
devices of one sort and another, is a
certain salt factory.

In one department a man held a

bag under a spout until it was full.
He then wrestled it onto a hand
truck which another shoved to a
scale. Another slightly intelligent
beast of burden lifted the bag to the
scale platform and added or took out
salt until the exact weight was
achieved. Still another removed the
sack from the scale, carried it to a
sewing machine, sewed it shut and
shifted it by sheer muscle to an-
other truck.

A single semi-automatic machine
tended by one man could have filled
the bags, weighed them, sewed them
and delivered them to a conveyor to
be taken away.

That plant was under the manage-
ment of men who apparently felt
that their sole purpose in life was
to give employment to as many of
their less fortunate fellows as possi-
ble. Wherever a machine was used,
the aim seemed to be to search out
the least logical place for it so that
as much trucking and other han-
dling as possible would be necessary.
Materials roamed hither and yon, re-
tracing their courses, crossing their
own paths, causing congestions and,
on the whole, traveling miles when
they might have moved feet.

THAT factory was not a tool; it
was a maze. An efficient tool is
one specially adapted or designed for
the work to be done. The big underly-
ing reasons why so few factories are
efficient tools is because the man-
agement is seldom certain as to ex-
actly what work is to be done. In-
stead of being one-purpose tools for
making some special product they
are essentially — too many of them —
magnified tinkers' wagons, with the
tinker's policy of welcoming a job of
sharpening scissors or a razor, of
mending an umbrella or of putting
a new handle on Mrs. Smith's old
dish-pan.

So many times have I seen an un-
derwear mill take orders for
sweaters and bathing suits, a paper
mill take small lots of special papers,
and a table factory undertake to

[CONTINUED ON PAGE 54]

December 1, 1926

ADVERTISING AND SELLING

'^TJicrp can he rto Compromise icitU Safety

You can go
where you please with WEEDS

Don't go touring without the;

WEED CHAINS

WEED CHAINS Grip

r P , HESE two examples of Weed Chain advertising might well be labeled "Before and After" — or vice versa.
A The one on the left is representative of the period when the company tried out the positive appeal. It
appeared in 1925. The one on the right appeared in September of this year and is typical of the "scare" ad-
vertising for which Weed was long noted. This company is selling more than non-skid chains; it is selling
safety. The contrast here presented shows only too vividly why the negative appeal has been invoked once
more after a respite of more than a year to put across the idea and incidently the product

Wet Rubber Slips

The American Chain Company Proves That Safety Can
Be Sold Only by Negative Appeal Advertising

By Frank Hough

ONE of the perennial blind
alleys of advertising discus-
sion has always been the topic
of positive versus negative appeal.
Ever since the well-known "profes-
sion" became psychology-conscious,
readers of advertising text books,
philosophies and discussions have
been the butt of sanguinary thrusts
by every pedant from the indigent
intellectual who has been driven into
"trade," to the pseudo-intellectual
near-confidence man whose primary
school education has been augmented
by the irrefutable fact that he has
made good in what the irreverent

are inclined to refer to as "the
advertising game." Theories abound.
Negative appeal is described, illus-
trated, lampooned, thundered against
by the righteous, and finally clubbed
into rhetorical submission. And the
net result is that nobody appears to
know a great deal about the subject
from any of the several angles of
observation.

In spite of the general viewing
with alarm, many of the com-
menters admit that they are bi'oad-
minded on the subject. Certainly
negative advertising is of some use
in this world of ours, they say; and

from there set about to point out to
the reader just how little that use
is. They contrast examples, draw
up elaborate preachments, split
hairs, and end up by convincing
themselves a n d — theoretically at
least — their readers that, while nega-
tive advertising is worth something,
certainly it is not worth much. Ad-
vertisers, nevertheless, go right on
using it, and as yet there has been no
cataclysm.

This article, however, holds no
brief, either pro or con. It is simply
the little story of a big company
which used the negative appeal for

ADVERTISING AND SELLING

December 1, 1926

a good many years, switched to tha
positive appeal and then, a year or

marcation beyond which scare copy the memory of its readers satisfac-
scares the prospect completely out of torily. Some people right in the com-

so later, went whole-heartedly back the idea of buying at all.

pany offices did not even know what

to the old negative stuff. The writer
is not a great psychologist. His
knowledge of "impulses," "reflexes,"
and the other items in the jargon

However, as the years rolled by advertisement might happen to be
the company decided to try some- running during any given month if
thing different for a change — some- they did not receive reprints of it.
thing fundamentally different. Some- Outsiders questioned in the pain-
of that pseudo science is what might what over a year ago a new campaign fully offhand manner of the ad-
be described as negligible. But there was worked out which used positive vertising man making a consumer
happens to be one impulse in the appeal entirely. There was no more research, readily admitted famil-
so-called "buying impulse" which shouting of "Safety ! Safety ! Safety ! iarity with the company's advertis-
seems to be rather intimately inter- Use non-skid chains and take no ing, and promptly proceeded to
woven with the plan for any adver- chances!" Rather, the appeal be

tising program, and it is
upon this premise that the
American Chain Company,
manufacturers of Weed
Tire Chains for automo-
biles, is contemplating
seriously making its
forthcoming a d v e rtising
even more "negative" in
appeal than it has been in
the past.

Weed Chain advertising
is quite familiar to most
of us. It has been running
since the time that auto-
mobiles were "horseless
carriages" and has been of
such nature as to attract
our attention. Mention
the name of the product,
and immediately we think
of an automobile skidding
on chainless tires, so closely
have the two become as-
sociated in our minds
through the advertising.
And anyone who has ever
been in a skidding acci-
dent will probably react
immediately to a "gone"
feeling in the pit of his
stomach. This is exactly
what the advertiser desires

Wetnibber^/^WEED CHAINSg^

Wet rubber *///>.f-WEED CHAINSgn/r

Wetrabberi%-WEED CHMHSgiijt

Wet rubber w/?f-WEED CHAINS^

Wet rubber <///;t*WEED CHAINS grip

^there can be no compromise with saf ety ^

demonstrate this "familiarity" by
describing and quoting old
scare advertise ments
which had run from one
to three years previously.
In short, the positive ap-
peal campaign was a dud
so far as appearances could
indicate. And when the
company set to work and
investigated the situation
further in all its details,
it was brought very
forcibly face to face with
a great fundamental truth
which affects vitally their
particular business. That
a continual dinning of the
danger theme is necessary
before man's indolent im-
agination can be piqued to
the extent of taking pre-
cautions against a constant
menace — a reality that
exacts a frightful toll in
human lives and human
suffering year in and year
out.

Stated in its simplest
terms, the Weed problem
today is exactly what it
was at the beginning of
the product's existence-

The came "Use Weed Chains." The im- only more so. It is the problem of

copy is out-and-out scare copy; the provements in the new chain were overcoming man's indifference to-

pictures are out-and-out scare pic- stressed. It was easier to adjust, ward danger ; toward a danger which

tures. They make no pretense of more reliable than ever before, and is always imminent but which strikes

being other than they are. In fact, greatly improved generally. The home to the individual so rarely as

officials of the company have gone so copy spoke of the peace of mind to make him inclined to ignore its

far as to remark that "Weed Chains which accompanied the driver's presence. Even if he owns chains,

made scare copy famous and vice knowledge that his chains made the he is reluctant to take the trouble to

versa." most slippery pavement as safe as use them, even on the most slippery

Now, pseudo-psychologists and the direst road surface. The illus- days. "I will drive slowly and very

other gentry who write books — and trations featured smiles from con- carefully," he says, and generally he

articles of the trade publications — tented drivers, born of the certainty means it. Often he does as he says,

have thundered against Weed along that, since they had Weed Chains But, even so, there is the ever-

with all the other scare copy con- and used them, when there was present danger of what the other

cerns. In fact, Weed advertising skidding to be done, some one else fellow is going to do and the danger

became the old reliable text upon would do it. It was very nice ad- of unwary pedestrians and small

which any such sermon might be vertising. It was mild — "kid children stepping in front of his car

based. gloved," yet it satisfied — or seemed which calls for a sudden application

But scare copy is like any other to. At least, it made a few hundred of brakes which are helpless if

copy ; it can be good or bad or merely neurasthenics a little less miserable, chains are not on the tires to give

negative, and the obvious success of friction between the wet rubber

the American Chain Company \T7ELL, that campaign has gone tires and pavement. Thus many

eventually brought from most the VV the way of all flesh for reasons motorists believe that the danger is

reluctant admission that Weed Chain which the company considered quite l e «s imminent, but on every side it

advertising probably did fall on the adequate. In the first place, it did continues to threaten.

near side of the hazy line of de- not attract the attention and retain Weed, in other words, is selling

[CONTINUED ON PAGE 78]

December 1, 1926

ADVERTISING AND SELLING

Why Don't the Cotton Growers
Combine and Advertise ?

By W. R. Hotchkin

ONE of the greatest primary
industries in America is to-
day panic-stricken by reason
of a six per cent over-production!

And in the same newspaper in
which we read the threat that a
million bales of cotton may be de

Advertising, as Mr. Coolidge re- those three primary agricultural

cently pointed out again, has fre- products, after most of the wise

quently "changed the habits of the ones would have said that no such

Nation.'" Wheat, oats and corn are increase was possible,

great primary products, like cotton, To think or say that 18,000,000

and some years ago it might have bales of cotton is beyond the point of

been said that each had reached the profitable public consumption de-

stroyed to save the cotton growers point of public saturation, that the notes a total lack of consideration

annual consumption would not vary, of the utility of advertising
except for the small yearly increase Suppose we ask the association of

required by the growth of popula- ribbon manufacturers what was

tion. But what happened when ad- done, about ten years ago, when the

vertising took up those primary ribbon industry was threatened with

we also read a report from the At-
lantic City Convention of the Asso-
ciation of National Advertisers that
advertising had increased the sale of
commodities sold by those advertis-
ers by from forty to sixty per cent.
Destruction of property is always
a crime; and always unnecessary. It
is the recourse of the ignorant or
panic-stricken. Where Nature over- sage and scrapple composed the great

products'

HO cannot remember the days
when ham and eggs, and sau-

produces perishable products, she
takes her own course of elimination ;
but where a product is as sound as
cotton, no such alternative is neces-
sary.

One safe course would naturally
be to withdraw several millions of
bales of cotton from this coming
year's market and reduce the plant-
ing by double the surplus. But that
would be the policy of the lazy stew-
ard of the parable, who buried his
talent in a napkin.

Any man, organization or national
association who understood
and realized the powers of
advertising would engage
those powers to increase
the public demand for the
commodity that had to be
sold, and thus not only
turn the prodigality of na-
ture into wealth but also
increase the general pros-
perity of that entire in-
dustry.

Every student of adver-
tising knows that, rightly
done, advertising always
increases public demand
for the commodity adver-
tised. But "rightly done"
advertising does not mean
a barrage of newspaper
and magazine pages read-
ing "Use More Cotton and
Save the South!"

The yeast of advertising
is brains with imagination.

American breakfast? Was it some
laddie from Scotland who had been
raised on oatmeal, or was it a man
who had been brought back to health
in a cereal-serving sanitarium, whose
creative imagination saw the vision
of a nation that might be brought
into the habit of eating cereals for

almost total annihilation by reason
of the lack of public demand for rib-
bons. The cure of that condition
was childishly simple. An American
fashion authority was engaged to
make a trip to Paris. On board the
steamer, as she went abroad, she
"permitted" herself to be inter-
viewed as to what she thought the
coming season would bring forth.
Her answer was that she looked for
a charming revival of ribbons, be-
cause they fitted so eminently with

breakfast and so vastly increased other features being forecast; and

the public consumption of wheat,
oats and corn? The one fact that
stands out is that advertising raised
tremendously the point of public
saturation in the consumption of

(£) Brown Bn>9.

COTTON once was hailed as "king," but now
there are indications that recent years have
brought evil times to a formerly thriving com-
modity. Mr. Hotchkin suggests that advertising, in-
telligently used, would solve the growers' problem.

the reporters radioed the news to
New York publications. Then she
sent messages from the steamer to
a dozen Paris dressmakers that she
was coming to buy a large collection
of model gowns, and was
chiefly interested in styles
that used ribbons, as she
anticipated a ribbon revival
as the most striking fea-
ture of the new modes, be-
cause women always fav-
ored ribbons for their gen-
eral beauty and becoming-
ness.

Paris dressmakers were
quick to respond to this
idea and had scores of
gowns trimmed with rib-
bons for the fashion expert
to see when she arrived.
They also showed them to
their other patrons. Then
the expert permitted her-
self to be interviewed
again as to what she had
found most beautiful and
original among the Paris
creations, and her answer
was in one word, "Rib-
[CONTTNUED ON PAGE 80]

ADVERTISING AND SELLING

December 1, 1926

THE art of the etcher is an old one; but, curiously enough, it has not often been applied to advertis-
ing. Members of the "profession" know well the potent effects of connotation, and the word "etching"
may have worked unsuspected on their collective subconscious; suggesting dilettantes, vague nothings, and
pale somethings. If that is the case, the gentlemen who have long ignored this medium for graphic expres-
sion have lived in error. Sensitive, capable of the most tenuous subtlety, it also, in the hands of a master,
can express the most rugged power and dramatic grandeur. Rembrandt, Brangwyn, Walcot have proved
that. Kelly-Springfield and 0. Kuhler have shown on this side of the water that with its wide range of
moods etching can effectively be adapted to the needs of commerce without losing any of its qualities

December 1, 1926

ADVERTISING AND SELLING

More of Frank Truf ax's Letters
to His Salesmen

By A. Joseph Newman

General Sales Manager, Baynk Cigars, Inc., Philadelphia

Make an Effort

To My Salesmen:

Sometimes I buy my evening paper
from the newsboy in front of our
office and sometimes I don't. When
do I and when don't I?

Sometimes, as I am walking down
the steps, he comes over to me and
says, "Paper, Mr. Truf ax?" — and I
buy.

Sometimes he doesn't, and I don't
buy.

Well, what about it? Where's there
a selling thought in that thrilling
tale?

A big selling lesson, my boys — a
whopper of an illustration of how
sales are made and why sales are
lost!

Get this: He sells me when he
makes an effort and he loses me
when he doesn't!

You've got to make an effort if
you want to make a sale!

Wait a minute ! I hear you say,
"Why, doggone it, Mr. Trufax, that's
a lot of abc stuff — of course, you
can't put over a sale unless you put
up an effort."

Right as right can be but that's
not my point and then again it is
my point. It's not a question as to
whether or not you have to make an
effort so much as do you make an
effort?

And what is it you call an effort?

That newsboy might tell you he
always makes an effort to sell where-
as he just happens to sell!

How many sales do we just happen
to make and how many do we lose
'cause we don't exert a real energetic
effort?

I was out with one of our boys the
other day. I kept quiet and put a
listening ear to his "selling" talk.
After a turn-down in a particularly
good store he said to me, "Well, Mr.
Boss, I didn't happen to sell him, did
I?"

"No, says I — and that's why you
didn't. You just expect too much to
happen. You didn't put pressure in
your effort and therefore you didn't
put an order in your book."

Asking a dealer, "How's your
stock?" "Got enough of my brands?"
"Need anything today?" — may cause
an order to happen your way and
than again, it may not. That's hit
or miss chance-selling; not do or die
effort-selling !

Do you remember, boys, who was
top man on last Sales Contest for
Increased Distribution? Of course,
you do. It was Johnny Wokeup, and
ever since the Contest, he is always
one of the high men of the whole
force in sales.

He used to be a "wantanythingto-
day" salesmen but he took the cure!
He dug up, you'll recall, thirty-seven
good new accounts in one week —
this was about thirty-four more new
accounts than he had corralled in the
previous six months. How come he
to do this?

Did he take the "monkey-gland"
treatment? Did these thirty-seven
new accounts just spring into recent
existence? Did he have any special
offer for new accounts ? No-No-No !
What took place?

Let Johnny tonguelize it, "Well,
I'll tell you. I've fussed around try-
ing to get new customers in the past
but, honestly, I never really went
after them with determination to
get 'em. 'Fussed' around is just
what I mean. When the Contest was
announced, I went out to get 'em
and I got 'em. I didn't wish for new
accounts; I worked for them. I
don't believe I'm any taller, leaner or
fatter mentally or physically than I
was before but I sure did make more
use of what ability was stored up in
me."

Johnny has a license to make that
long speech, but four words will
cover his whole story: He made an
effort!

You can't unearth the Treasure
Chest with a spade and a pick;
you've got to dig!

You can't pull sales with an order
book and a pencil; you've got to
exert!

You can't shirk work !

Yours, withuallways,
Frank Trufax.

A Simple Sales Plan

To My Salesmen:

I was out with one of our boys,
Will Advance, last week, working the
trade, and he pulled a promotional
selling stunt that to me is a real
humdinger.

We were in Sam Goodfellow's
store when this little episode came
off.

Our man was edging Goodfellow
up to give him bigger business on
Bayuk Brands when Sam said, "Now,
listen, old man, I'd like to sell more
Bayuk Brands. I like their cigars.
I like your house, and would say so
even if your Boss wasn't with you,
and I like you, too. I'd like to give
you a nice juicy order every time you
come in but they don't move that
fast.

"See, Will, you've got the best case
location, too. I want you to feel that
I'm doing all I can to sell more
Bayuk Brands."

Now, our man in reply did not say :
"Well, that's mighty nice of you, Mr.
Goodfellow, and I appreciate it.
Maybe, on my next visit, you can do
a little better." No, he didn't say
that.

Here's what he said. "Mr. Good-
fellow, I certainly appreciate your re-
marks about liking Bayuk Brands,
liking my house, and liking me, too.
My house and myself will always try
to earn your continued good-will, but
let me say that Bayuk Brands posi-
tively deserve the assistance that
will cause them to make more money
for you.

"To the extent that you wouldn't
knowingly recommend inferior
cigars, to the same degree do you
willingly want to please your custom-
ers by suggesting superior cigars
like Bayuk Brands.

"When you say you'd like to give
me bigger business, I know you mean
it.

"You wouldn't bull me any more
so than I'd think of bulling you.

"Now, between the two of us, Mr.
Goodfellow, can't we really do some
one additional concrete thing to put

[CONTINUED ON PAGE 74]

ADVERTISING AND SELLING

December 1, 1926

The " Why" of a Freight Traffic
Manager for the Shipper

By Albert H. Meredith

IT has become axiomatic that one
source of profits lies in reduced
costs. Elimination of waste and
useless expense items has been
forced on every competitive business.
The only reason that costs are too
high is that managements have not
been able to give continuous scrutiny
to minor elements of the business.
Waste is present that must be
eliminated, and expense that is
useless may be unearthed chiefly
because the firm's experts are
primarily inventive geniuses, pro-
duction "hounds" or outstanding
salesmen. Other experts are sum-
moned as needed: an auditor once a
year, an attorney when trouble
threatens, an advertising agent
when publicity is wanted, but a
freight rate expert last of all.

That last statement is an exag-
geration. Thousands of concerns do,
of course, employ traffic managers.
Other thousands, and tens of thou-
sands, do not. A "good bookkeeper"
they have, and an efficient stenogra-
phic department, and a w e 1 1-
organized janitor service, but, alto-
gether too often no more supervision
is given to rates for freight in and
out than is "wasted" on what the
customer does with what he buys.

Within two years a fifty-year-old
firm in New York City was shown
one item in the railroad tariffs which
promises to save them $40,000 a
year. The item had been in the
printed tariffs of the railroads for
more years than anyone can remem-
ber, available and open to all
shippers, but the New York concern
has been so intent on its own affairs
that no one visualized the signifi-
cance of what the railroads were of-
fering.

An Ohio coal mining company had
been selling coal to a Toronto cus-
tomer for twenty-two years, the
price being determined by Toronto
market quotations (mine-mouth cost
plus freight and plus duty). Then,
one day, someone discovered a clause
in the freight tariffs that cut the
rate forty cents a ton — that forty
cents being four times the normal

profit on a ton of coal. In Paterson,
N. J., one of the paper manufac-
turers discovered that by spending

York Central I.ln

seven to eight cents per 100-lb., the
freight rate to Chicago and all points
beyond could be cut sixty-eight
cents, a clear saving of sixty cents
on each 100 pounds of product ;
which, one would conjecture, is
greater than the manufacturing
profit.

Nor are these instances isolated.
They are striking, possibly, but by
no means overdrawn. Large fac-
tories and important wholesalers
have a regularly organized traffic de-
partment that quarrels with the
carriers for fractional cents in the
rate, not hesitating to file a "claim"

for overcharges whose size hardly
pays the postage for the correspond-
ence. Beyond such concerns,
freight rates are scarcely checked in
this country. When it comes to hav-
ing any employees whose duty it is
to study tariffs and rules, to apply
them constructively to the business,
most concerns have done nothing.
Ordinary managements are barely
conscious of the opportunity.

"The most wasteful of all our
American extravagances," spoke an
: mportant shipper at one of the dis-
tribution conferences, "is the custom
of f.o.b. shipping. Eighty per cent
of commercial merchandise goes to
people who have not the facilities to
check the freight bill. If the factory
or the distributor had to assume the
transportation cost, his traffic man-
ager would watch the rate."

This fact is forced home by the
well-known instance of oil and meat.
Half a cent a gallon for petroleum
"is an ample manufacturing profit."
The scandal of the oil freight rates
was wholly due to the possibility of
multiplying this margin many, many
fold by juggling of the freight. The
meat packers, as shown in court rec-
ords, reaped tens of millions
through their skill in "the freight
game."

For it is a "game." Human in-
genuity is arrayed to outwit the rail-
roads. The shipper has at command
voluminous "classifications and
rules" to be scanned, hundreds of
thousands of tariffs to be analyzed,
an amazing complexity of routes to
be shifted and juggled. Under the
law, railroad regulations and tariffs
are much like a hand dealt at cards.
The railroads distribute the cards.
The shipper may play as he chooses.
The law permits shipments to be
made on the basis of the lowest law-
ful rate, or the lowest combination
of lawful rates. The shipper, ac-
cordingly, plays his hand by re-
arranging the cards as dealt, watch-
ing all the time for some oversight
or loophole on the part of the rail-
roads. He plays best who becomes
most proficient "at the traffic game."

[CONTINUED ON PAGE 50 j

This Matter of the Cash Discount

THERE has developed in the past few months a
movement to which it would be well for all the in-
terests involved to give thoughtful consideration. We
refer to the action by one newspaper after another in
discontinuing the practice of allowing a cash discount.

What started as the individual action of a few pub-
lishers seems to be leading to a situation not without
some serious aspects.

The cash discount is almost as old as commerce and
is used in practically every kind of business. It was
natural that it should have been adopted by publishers
in the early days of advertising, and the question now
presents itself: Is it wise to abandon it?

So long as only a handful of publishers cut off the
cash discount it was of no particular moment, for the
consequences were confined to those few, but if the
movement spreads as it now threatens to do, there may
be added a special hazard to the normal risk of the pub-
lishing and advertising businesses.

There are three factors which should be weighed
carefully at this juncture. One is that the cash dis-
count, in addition to making it possible for the pub-
lisher to do business on a smaller capital, has given a
definite check on the advertiser's financial status,
whether he dealt with the advertiser direct or through
an advertising agency. With any well-ordered business
able to borrow money at five to six per cent, the failure
to take the cash discount has at once signaled danger.
In many instances it has been this warning that has
saved both agencies and publishers from suffering
serious losses.

The second is that if the abolishing of the cash dis-
count becomes general, it may be necessary to enlist
some form of credit insurance. Not only would this be
exceedingly expensive but, as we understand it, no
amount of credit insurance would entirely eliminate the
additional credit risk; for as such policies are written
there is a minimum initial loss — by which is meant the
percentage of bad debts regarded as normal in the in-
dustry, as against which the insurance company will
not grant protection — unless each individual account is
insured, which of course would be prohibitively expen-
sive.

The third is that, while in times of prosperity the
danger of loss is confined to isolated businesses whose
affairs may get into bad shape, in case of general busi-
ness depressions — which are inevitable from time to
time — the advertising and publishing industries will be
in danger of sudden and very heavy losses, because of
the lack of warning that the cash discount now affords,
and of the fact that unlike most manufacturing busi-
nesses, there is no salvage value to the publisher's space
once it has been printed on, even though it may not
have been "shipped."

Taking these three factors into account, it would
seem as if the question of cash discount or no cash dis-
count has come to be a matter of importance to the pub-
lisher, the advertising agent, and even the advertiser.

Advertising & Selling invites the discussion of
every angle of this question in its columns.

Filling in Sales Valleys

FEW indeed are the businesses which do not have a
sales valley some month or season of the year. Such
valleys take the edge off of the year's profits, yet all too
often they are allowed to continue as valleys year after
year.

The filling in of valleys is likely to be more a matter
of applied imagination than of investment in sales or
advertising expenses. Whereas the developing of a
broad market to take care of the valley may be impossi-
ble or impracticable, there may be some simple move
that depends merely on someone thinking of it. A case
in point is the one referred to by Dr. Julius Klein of
the Department of Commerce in a recent address before
a group of New England manufacturers. A certain
shoe manufacturer suffered from a semi-annual valley
for years, only to wake suddenly to the discovery that
all these years he might have been filling them with
Government shoe contracts. This he is now doing, to
the benefit of his entire year's business.

Other manufacturers have found it possible to keep
their equipment and operating forces busy by turning
out special items for ten-cent and other chain stores, by
making special items for export, by connecting with
some large department store or mail order house and
making some specialty for it, and by other means and
methods too numerous to mention.

Frequently the lack of imagination lies in failing to
see that it is not necessary to fill in the valleys with the
identical products that form the regular line; filling
valleys with them may be entirely out of the question.
But once the manufacturer or his sales manager gets
the conception that his problem is to sell the potentiali-
ties of his plant and machinery in some form, his im-
agination is likely to leap to a number of ways he might
fill in the valleys. Or if the question is not so easily
solved, at least it is nearer solution by virtue of the
broadening of the field of possibilities, and sooner or
later the solution is very likely to emerge.

A Promise

AT the recent meeting of the Financial Advertisers
/l Association at Detroit, Dr. W. F. Gephart of St.
Louis called attention to an important fact that it seems
all too easy for advertising men to overlook: that "ad-
vertising is a promise, not a performance."

The Trading Life of a Customer

SPECIFIC facts regarding the "intangibles" of ad-
vertising are difficult to obtain. We therefore sub-
mit to our readers this information which comes to us
from the Jewel Tea Company: The average "trading
life" of their customers is two and one-half years.
Since advertising in the newspapers in certain Ohio
territories to improve the popular acceptance of house-
to-house selling, the average trading life of customers
in those territories has been increased to three and one-
half years.

ADVERTISING AND SELLING

December 1, 1926

Your Health, Sir

THE applause hushed, the fa-
mous Cuban publisher raised
his glass with Latin grace and
ceremony. "Salud," he said; and
then, "Salud y Pesetas." The old
Spanish toast of "Health and
Money" covers two of the three great
interests of most men, and the next
morning the two agency men who
had been at the banquet vividly re-
membered the scene. They were to
run a campaign for Sal Hepatica
among the Spanish speaking peoples
of the world, and so far they were
without a convincing motif. "What
is the stuff for?" finally remarked
one. "It's for us,"
said the other, "for
the 'morning after.' "
"Then why not play
up the idea? I have
it! the toast! Remem-
ber the effect of that
man last night, the
upraised glass?"

And so, as they say
on the tarnished silver
screen, it came about.
A draughtsman drew
some figures with
raised glasses; actual
Spaniards suggested
famous toasts indig-
enousto their
tongue ; and Porto
Rico was designated
as the first country
to commence upon a
new era in which one
might have a few
moments of a Morn-

ing After but never a whole day.
The scheme, to express it pianissimo,
was a success. Wherever a glass was
raised — and in Porto Rico glasses
are very often raised — everybody
thought of Sal Hepatica. Many of
the jocular glass raisers went a step
beyond thinking and actually tried
some. Then sales boomed, and in
the home offices, after a time, the
advertisements were thought to be
a success.

In New York it was decided to
make more of the pictures, and a
very good man eventually executed
the final series. Conrado Messaguer,

Brindis Famosos

J Por Ellas!

POR ellas, con frecuencia, perdemos el
apetito y nos volvemos biliosos, agrios
de caracter y hasta dispepticos. Pero la
SAL HEPATICA, laxante por excelencia,
normaliza la digestion y nos da fuerzas
para resistir. . . cuantosdesenganosvengan.

Por Ellas . . . y por Ud.
tome SAL HEPATICA.

3Mfc-£&

ftfr

5ALAEPATICA

WITH these lively drawings an American firm appealed to
the national sense of humor of its far-off Latin-American
customers and thus proved the financial advantages to be gained
from successfully avoiding the common fault of insularity

well-known Cuban publisher and
caricaturist, was in "the States" at
the time where, among other ac-
tivities, he was making a caricature
of President Coolidge, which that
notable himself thought a good one.
Diplomacy, unlike virtue, is
usually more than its own reward,
and Messaguer in person drew a
number of Latin-American types, all
in the act of uttering suitable toasts :
the radical politician, the stand-pat
politician, the business man, the col-
lege boy; each noticeably cheerful
with the certainty of a morrow that
would dawn free of care and regret.
Consequently, where
formerly a concern
ordered a single gross
of the beneficent
powder, it now began
ordering sixty.

All over the Span-
ish-speaking world
glasses are constant-
ly being raised, re-
peatedly being raised ;
and whenever one
went up, people
chuckled and mur-
mured "Sal Hepat-
ica." For your Latin-
American woman eats
rich and sticky foods
and your Latin-Amer-
ican man consumes
rich and slippery
drinks. Therefore a
new word was coined:
"acidosis," which ap-
= peared with explana-

[CONTINUED ON PAGE 82]

December 1, 1926

ADVERTISING AND SELLING

Bruce Barton Roy S. Durstine Alex F. Osborn

Barton,Durstine % Osborn

INCORPORATED

^n advertising agency of about two

hundred people among whom are these account

executives and department heads

Mary L. Alexander

Mabel P. Hanford

Joseph Alger

Chester E. Haring

John D. Anderson

F. W. Hatch

Kenneth Andrews

Boynton Hay ward

J. A. Archbaldjr.

Roland Hintermeister

R. P. Bagg

P. M. Hollister

W.R.Baker, jr.

F. G. Hubbard

F. T. Baldwin

Matthew Hufnagel

Bruce Barton

Gustave E. Hult

Robert Barton

S. P. Irvin

Carl Burger

Charles D. Kaiser

H. G. Cauda

R. N. King

A. D. Chiquoine, jr.

D. P. Kingston

Margaret Crane

Wm. C. Magee

Thoreau Cronyn

Carolyn T. March

J. Davis Danforth

Elmer Mason

Webster David

Frank J. McCullough

C. L. Davis

Frank W. McGuirk

Rowland Davis

Allyn B. Mclntire

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

Louis F. Grant

D. B. Wheeler

Gilson Gray

George W. Winter

E. Dorothy Greig

C. S. Woolley

Girard Hammond

(• J. H. Wright

NEW YORK
383 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

December 1, 1926

Is the Trend of Advertising Art
Toward Over-Sophistication?

By Milton Towns

President, Joseph Richards Company. Inc.

A FEW days ago I was looking
over a copy of a well-known
woman's magazine. The
cover caught my eye. A cat, a
saucer and a patch of rag rug.
As naive and starkly simple, and
— I was going to say — sophisti-
cated, as anything you would see
in one of the precious upstairs
galleries in Fifty-seventh Street,
or on upper Fifth Avenue, where
they show so-called "modern" art.
Now I happened to know that
about thirty per cent of this
magazine's circulation is repre-
sented by newsstand sales. I said
to myself: "Can it be that women
will pick up this copy on the news-
stand thinking it is devoted to
modern art, or do its readers real-
ly like this sort of thing?"

Then I thumbed over a few
pages and bang — a story illustra-
tion hit me right between the eyes.
Cubistic — simon pure and un-
diluted. The first example of
cubism for illustration purposes, so
far as I know, ever to appear in a
woman's magazine.

Now this publication is repre-
sentative of a group that circulate
very largely in small cities and
towns. On an average, they give the
advertiser about thirty-five per cent
of the circulation in towns of under
2500 population, and about fifteen
per cent in towns between 2500 and
10,000 population. About half their
circulation goes to communities cer-
tainly too small to support art gal-
leries.

Is it possible that while we New
Yorkers are buying up Currier &
Ive prints and Godey Book illustra-
tions in Lexington Avenue shops,
the small-town "cognoscenti" are go-
ing in for the latest thing in modern
art? Are small-town people "just
folks" or "intelligentsia?" Evi-
dently one editor thinks the latter.

So do some advertisers. A spread
in color from the same magazine ad-

Portions of an address delivered before
the League of Advertising Women, at the
Advertising Club. N. T.

vertises bread. Evidently this ad-
vertiser feels that his small-town
audience does not live by bread alone,
or else he is disregarding this audi-
ence. In this instance, I think he is
"playing safe," for one of the illus-
trations is either by Jessie Willcox
Smith or after that style — conven-
tional in treatment. Another illus-
tration on this double-page spread
might be by Richard Miller or even
Renoir. I picked up another
woman's magazine and found an-
other spread on bread, the top right-
hand illustration of which suggests
Walter Biggs or Chambers, while
the lower one at the left on the same
page is reminiscent of Robert Henri
or even Manet. Has this advertiser
asked himself the question I have
taken for my subject? Is he hedg-
ing?

Going through several current
issues of women's publications, I
came across one advertisement after
another displaying modern art. Of
course, the sophisticated, the arti-
ficial note in an illustration in an
advertisement of perfumes and cos-

metics is more readily accepted
as appropriate. But bread, cook-
ing fats, cereals! An illustration
for a cereal advertisement smacks
of salt air and cottage studios of
Provincetown or Nantucket. It
even suggests Cezanne.

Is this type of advertising "over
the heads" of the "folks" in the
small towns and cities? Does it
produce a smile of amusement or
a gleam of interest? Are the
small-town folks "up to" this new
art, and if so, how do they get
that way?

Remember these ads I have
mentioned are taken from three
publications that circulate, on the
average, about fifty per cent in
towns under 10,000 population.
About thirty per cent of their
readers have incomes of under
$2,000, and about eighty per cent
have incomes under $5,000. No-
body would advertise caviar to
this market. Certainly it repre-
sents few print collectors. But there
it is — half of the audience reached
by these magazines.

A manufacturer of men's neckties
will tell you that the restrained de-
sign in beautifully blended colors
which you admire is a poor seller.
The big seller is the kind you would
pick out for a Christmas present to
Ben Turpin, the cross-eyed movie
actor.

The wallpaper manufacturer shows
you a pattern that would be just
right for a Keystone Comedy in-
terior, and tells you that it is the
big seller. It "goes" in the small-
town market.

I mention these two instances be-
cause I have them at first-hand.
Doubtless there are many others.

Are the manufacturers responsible
for this, and are they endeavoring
to bring up the standard of taste by
introducing an esthetic, sophisti-
cated note in their advertising? Or
are the art directors of advertising
agencies unconsciously moulding ad-
vertising art nearer to their hearts'
desires?

[CONTINUED ON PAGE 52]

December 1, 1926

ADVERTISING AND SELLING

The Subscribers Who Count Are Those
Who Represent Buying Power

THE leadership of Marine En-
gineering and Shipping Age
stands pre-eminent in the marine
industry regardless of the yard-
stick used. This publication
comes closer to 100% coverage
of the buying power of the marine
industry than is shown by the
published circulation statement
of any other marine publication
in this country.

Your 1927 sales program should
include an adequate advertising
campaign in Marine Engineering

and Shipping Age, thus placing
your message each month before
the men who are the buying
power in the three branches of the
marine industry — ship operation,
shipbuilding and ship repair.

And your sales staff should have
the benefit of the timely informa-
tion regarding bids, contracts
awarded and marine projects
planned, contained in the Bulletin
of Advance Information, pub-
lished weekly and mailed each
Friday to advertisers only.

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.

Marine Engineering and Shipping Age

A Member of the Audit Bureau of Circulations and the Associated Business Papers. Inc.

ADVERTISING AND SELLING

December 1, 1926

The Trials of a President

By M. D. B.

I AM going to try to put
on paper some of those
things which are exceed-
ingly vital to manufacturing
success, but which cannot, for
obvious reasons, be put down
over the signature of any of-
ficial.

To those who are not in-
timately familiar with the
details of an active manufac-
turing corporation in the
United States, and who have
merely second-hand contact
with its officials, the presi-
dent of a company is popu-
larly regarded as the ultimate
boss and "man higher up."
Advertising agents, repre-
sentatives of media, and
salesmen for various "big
propositions" feel that they
have reached the final au-
thority if they secure entree
to the president. It is be-
cause of the importance to all sell-
ing interests of knowing the precise
status of the average president of a
corporation that I write this, not
only with the hope of being helpful
to salesmen but also with the still
larger hope of bringing about a bet-
ter situation in the general theory
of organization.

In brief, the president of a com-
pany has a serious problem to face
in the difficulty of obtaining de-
cisions on important policies. Much
of the backwardness of many
American corporations can be
traced to it and much, also, of the
indecision of policy of which com-
plaints are frequently made.

Your average president of an
American manufacturing corporation
is a "live wire," unless he is an in-
heritance, a relic, or a political
appointee. In the main he is a man
who has come up from the ranks;
for in the last decade or two bank-
ers have had enough costly experi-
ence to learn the vital importance of
putting a real man in the president's
chair. The difficulty is not, there-
fore, the lack of a live president.
Nor is it, as is sometimes stated, the
control of banker-directors.

The difficulty is almost entirely in
the system, which is still widely
prevalent, of management by boards
of directors or executive committees.

The president is vested with au-
thority and responsibility, but the
custom of putting important de-
cisions up to the board of directors
is not only an old one but undoubt-
edly a sound one. The mix-up arises
from a purely human situation
which is involved. Let me make this
graphic from personal experience.

I will assume that a most impor-
tant plan for my company has gone
through all the processes of incep-
tion, detailed consideration and
decision so far as the executive staff
is concerned. Let us say that the
idea arose in the brain of a sales
executive, the details have all been
drafted, the matter has passed the
general manager and myself; and so
far as the organization is concerned,
everything is "set."

THEN there comes a mysterious
delay, an uncertainty. The en-
thusiasm of my own staff and of
those who are to assist us in the
carrying out of the idea slowly ebbs,
and after months of this state of
affairs we are obliged to pass word
along that the matter is "all off."

What has happened behind the
scenes? I will paint the picture as
the president sees it.

My board of directors is composed
of men in various businesses, and
we hold monthly directors' meetings.

At the first board meeting,
after I have made up my mind
that the plan is a good one, I
put it up to the board of direc-
tors. Don't accuse me of
being unacquainted with
human nature in this regard.
Knowing that we often have
no quorum, I get very busy on
the telephone, by personal
call, to make certain that we
have a quorum. This, I
assure you, is no small matter.
Mr. Thomas Jones, one of our
directors, peevishly asks why
our directors' meetings always
fall on a day when he has im-
portant affairs to look after.
Director William Brown says
he is not sure that he can
come but he will try to be
there for part of the time any-
how. Troubled by this and
knowing the seriousness of the
plan, I visit one or two of the
most able directors at their own
offices, or lunch with them, and dis-
cuss the plan in order that I may be
sure to have the advice of at least
a few of our most important people.
But even this does not work, for I
am then chided for trying to run the
serious affairs of the business in
"star chamber session" with a few
directors over the lunch table.

Very well, the board meeting
comes off, and I put the plan before
it in the best manner possible. I
have used both extremes of two
methods of presentation ! I have, on
occasion, filled the board room with
maps and charts, and have brought
five or six other people there to make
talks in order to present the scheme
thoroughly; and I have gone to the
opposite extreme of very quietly but
succinctly stating the proposition
in a few simple words without
elaboration.

But whichever method I adopt,
invariably I am confronted with this
human situation: I find my board
of directors unwilling, and some di-
rectors really unable, to make de-
cisions. What is more, its members
seem almost to resent being asked to
make important decisions, although
one or two are such chronic hunch
deciders that they have a ready, off-
hand decision for everything — but
are quick to change their minds. On
[CONTINUED ON PAGE 70]

December 1, 1926

ADVERTISING AND SELLING

-CL ^acfCptfmi <?%£ CfinJUtuvri StUcAv^Yftoruifo^

THE CHHISTI AN SCIENCE MONITOR. BOSTON". W'KDX KSI> AY. NOYEMBER

Advcrnsing Offices in Bosion, N

ADVERTISING AND SELLING

December 1, 1926

Shout Hey With Your Copy

How to Avoid "Slow-Motion" Start-Offs

By Arthur B. Rubicam

"TTEY!" Shout that across the

I — I pavement, and immediately

_1_ _l_ten within earshot stop
thinking about whatever they were
thinking about and give "Hey!"
some attention.

It may be that change was forgot-
ten, or a handkerchief dropped.
None of the ten knows — but "Hey!"
is so unmistakably "You, Mister,"
and not somebody else uptown, that
ten lethargic brains shunt over from
"Nothin' Much" to "What's This?"

If the old law of advertising is
correct, which says that copy must
inject itself into a stream of
thoughts for attention, then this at-
tention getting solution can be ap-
plied to advertising.

The problem is to bounce the
"headline reader" from the caption
into the copy. Too many of the
"Two Million Readers" are content
to thumb through captions and pic-
tures without realizing the copy
means them and not the others who
have more money, or more time to
read.

"Hey" start-offs do not mean a
brass band effect that savors of
"fly-by-night," or cheaply forced
phrases flung to insult a reader's
intelligence. But in this day of
shorter reading hours and four-color
plates ; when newspapers
find entertaining scandals
and daylight gun fights,
an advertisement must
start on the theory that
it has only a fair chance
of being seen; that its
caption might get read;
and that, if it is lucky,
the first half of the first
paragraph may catch an
impatient glance.

The fact presented
should be startling
enough to wake a brain
that is getting ready to
take a nap. It should
read fast enough to hold
the reader from the urge
to "turn-over," and it
should slide him into the
interesting facts one
often finds safely en-
trenched behind "slow-

motion" starts that deaden interest.

Particularly is this necessary with
a product selling in a market of fel-
low products where each serves a
similar purpose, requiring much the
same selling appeals with over-
lapping features and prices.

Let's see how some "Hey" start-
offs sound.

Here are two different advertise-
ments of musical instruments. The
first paragraph of one approaches
solemnly in a stove pipe hat and de-
livers :

Romance knows neither time nor season
— it was. is and ever shall be with us,
fanning the flame of hope "the prophets of
the utterly absurd" yet the well-beloved,
lacking which color itself would be. . . .

There is more of it, but one of the
"circulation" is already two pages
beyond ; very likely coming to life in
the first paragraph of a second ad-
vertisement which sweeps him into
the copy with :

Anybody under twenty will tell you music
isn't music unless you can sing to it, dance
to it — or play it yourself. Youth wants to
do things.

That is something of a new angle
on music.

Manufacturers selling mechanical
equipment are too likely to go to
dark cubby-holes in the old fash-
ioned desk, dust off assurances of
"reliability," "efficiency," "perfec-

tion," "workmanship," "precision"
and "troubleproof" and pin them on
the front end of an advertisement.
No wonder the rural end of the "cir-
culation" decides to go to bed a "lit-
tle earlier," until his sleepy eye gets
pulled into the middle of pump copy
which starts with:

No more pumping, lifting, carrying. No
more back-breaking work at the well. Com-
plete sanitation, refreshing baths and all
the conveniences that go with running water
in the home.

Is it surprising that a coupon gets
signed and put in an envelope before
bed-time?

Even when a product has an
exclusive and somewhat startling
feature that sets it away from com-
petition, the principle still holds
good. People won't learn about that
feature if they won't read.

A dull lecturer could put you to
sleep with the sonorous:

Surely, there is no better proof of per-
formance and perfection in a product than
when great experts place upon it their
stamp of unqualified approval. Surely,
there is no better guide than to follow
authoritative advice — when it is possible
to get such guidance.

But leave it to a crack pen sales-
man who knows people won't wait to
find out "what it's all about," and
you'll get some interesting facts fed
to you fast with:

How would you like to own the radio
receiver the broadcasting sta-
tions use to judge the quality
of their own programs? What
tone it must have, to do jus-
tice to the music of their great
artists : What selectivity, to
tune out a station in the same
building and listen to others
far away for purposes of com-
parison?

"Hey" start-offs aren't
so hard to write once the
person responsible under-
stands the principle —
which dates back to or-
dinary conversation.

Before he starts a pen,
he can visualize two
typical people. One is a
bit of a bore, a trifle lazy,
not a fast thinker, not an
enthusiastic talker. He
approaches you dressed in
an unpressed suit, from
the left-hand side of the
desk, and starts to tell
you of a product you
know very little about.
[continued on page 48]

December 1, 1926

ADVERTISING AND SELLING

The Woman-Who-Sews Has The Newer Clothes is the in-
terrupting copy thought which has helped distribute
over three million books designed to increase home
sewing— and consequently, the sales of Clark's O.N.T.
and J. & P. Coats Thread. . . . This advertising, based
on the Interrupting Idea principle, is prepared for the
Spool Cotton Company by the Federal Advertising
Agency, Inc., 6 East 39th Street, New York.

ADVERTISING AND SELLING

December 1, 1926

Who Shall Interview the
Publication Representative?

FROM one little editorial in our issue of November 3 has come a
response which has been nearly nation-wide in scope. The sub-
ject is one which hits a number of the most vital elements in the
advertising field: publishers, advertisers and — somewhat less directly
— agencies. The discussion we have received has touched upon prac-
tically every angle of the subject and the resultant deductions, when
they shall be drawn, should prove highly enlightening.

The matter which follows on this page and subsequent columns
consists entirely of communications which we have received since
our previous issue went to press. The cause of all the tumult — a
letter by C. M. Lemperly of The Sherwin-Williams Company to that
concern's advertising agency— is quoted here to refresh the memories
of our readers:

Henri, Hurst & McDonald,

58 East Washington Street,
Chicago, Illinois.
Gentlemen: .

As our advertising agents for both Sherwin-Williams and Rogers Brushing
Lacquer, we wish to advise you that we find the advertising solicitations of
publications' representatives have become so burdensome as to make a real
obstacle in the conduct of the work of our Advertising Department. We are
seeking your assistance.

It is not our policy to want to refrain from seeing those who call, but if
these calls continue as they have recently, it will be necessary to close the
Advertising Department for business.

Our suggestion is that you advise the publication representatives that this
is the situation and that we authorized you, at our last conference, to make
the recommendations to us as we cannot continue the important work of the
department and see one-tenth of the representatives who besiege us.

Mr. Schuele and others in the Advertising Department, including the writer,
have a high personal regard for all these representatives, but now that the
direct work of our department is being seriously interfered with and handi-
capped to the extent that there is no time left even to make up a list should
we want to, believe it is only fair to advise our friends that from now on our
contact must be through you rather than direct, except in cases where we
want some special information which we will ask for through you.

Will thank you to reproduce this letter and forward it to the representa-
tives so they will know our position is not one of a hard-boiled attitude.

Thanking you, I am Very truly yours,

The Sherwin-Williams Co.

C. M. Lemperly,
Director Sales Development.

It is our plan to deal thoroughly with this highly controversial
subject. All the material pertaining to the discussion will be assem-
bled, tabulated and studied. This study, together with such tendencies
and suggestions as may be inferred from it, will be formed into an
article which will appear in an early issue. Meanwhile, further com-
ments and suggestions from our readers will be welcomed.

Be Selective .

THIS is the problem as I really see
it, though my answer isn't the pop-
ular stuff.

The job of giving attention to the
increasing group of publishers' and
other advertising representatives is a
tremendous and vexatious one — to ad-
vertising agencies as well as to adver-
tisers. I believe that most men in
agency work are anxious to do the fair
thing — to learn all that they can learn
that is pertinent to their clients' inter-
ests. But if the man in charge of an
account gives a free ear to every caller

who thinks he has an "ear-full" for
him, he would have to work both day
and night at times, or give up an ac-
count. Why shouldn't he be selective,
so to speak?

The real truth is that probably not
one-fourth of the representatives who
call have anything pertinent on the
account that the agency man is laying
out. Most of them are out merely to
"sell the publication generally" or to
impress their own personality. Per-
sonality is one of the things that we
have to guard against continually.

I say that the general merits of the
publications ought to be "sold" through

advertising in the business magazines
and in other ways. I can see no reason
for an expensive call on an advertising
agency to impart the news that the
publication represented has gained
18,000 circulation since last April, that
20.4 per cent of its readers are in the
$10,000 income class or better, that a
prominent feature of the winter num-
bers will be Professor Somebody's ar-
ticles on Rural Buying or Foreign
Markets.

As an advertising agent doing busi-
ness in a small city, I am compelled to
see almost every caller or I hurt feel-
ings. The result is that I often have
to listen to a considerable amount of
general talk and showing of recent
numbers of publications (also details
about many special and convention
numbers in which I am not in the
slightest interested) without any com-
pensation except that I have tried to do
the proper thing. I often wonder what
is wrong with the advertising depart-
ment of a magazine or newspaper when
it has to send some one to present
orally general information that could
be given effectively in either a business-
magazine page or a letter. When a
man really has anything bearing di-
rectly on an account I am of course
eager to learn it. S. Roland Hall,
Easton, Pa.

Classify the Publications

MR. LEMPERLY'S letter starts a
discussion which I hope will grow
to sizable proportions and result in
definite and constructive criticisms and
suggestions.

Having found myself in the past five
years on both sides of the advertising
manager's desk some of my reactions
may perhaps prove of interest.

It is just a year since I started to
sell space rather than purchase it.
Since my experience as an advertising
manager for a manufacturer has shown
me the other side of the picture, we
have tried as far as possible to avoid
persistent calls where they seemed un-
necessary, and by the use of a "tickler"
system have still managed to follow up
prospects at the psychological moment
without waste of effort and with as
little annoyance as possible to the ad-
vertiser.

Where the advertising manager has
told us the story clearly in the first
call we have endeavored by mail to
keep him informed of the Journal's
progress and not again visit him until
he is ready and anxious to know more
about possible new media.

Some of the arguments against too

December 1, 1926

ADVERTISING AND SELLING

Fifteen Men Work a Week

to Qive Purchasing Agent Jones
the Correct Market Price of Scrap

A total of 300 calls every week goes into Iron Age price figures. Whether
Jones buys pig iron or No. v £8 black sheets, he finds most satisfaction in the
knowledge that these figuresare the result of tapping sources, sounding the
big markets — that they are based upon the statements of manufacturers and
dealers handling 80% of the country's output.

That's wjiy he reads THE IRON AGE

His allegiance is strengthened by knowing that it would
be practically impossible for him to get such complete
and conclusive figures himself.

Many readers like this who find The Iron Age indis-
pensable in its markets or other departments are what
make 1300 advertisers use it regularly to reach the metal

ADVERTISING AND SELLING

December 1, 1926

infrequent calls may be that a sales-
man sells a great deal on personality,
and that in constantly calling he grows
closer to the prospect. But surely call-
ing less frequently and keeping up a
mail contact should prove just as ef-
fective if the salesman is able to
register his personality in the first call
— and it seems to me that he should.

Accounts with large appropriations
are frequently solicited by publications
which have little or no chance ever to
secure any business, and a frank state-
ment of policy on the part of the ad-
vertiser should eliminate that adver-
tiser from the publication's prospect
list, thereby freeing the advertiser
from superfluous calls which help to
increase the annoyance of publications'
solicitations and render more efficient
the publications' efforts by giving them
a smaller and more selected list on
which to concentrate.

Would it not help matters if all large
advertisers established file folders for
each publication, the folders to be of
standard size and supplied by each
publication? This feature might be
supplemented by an intelligent young
man breaking into the advertising busi-
ness, who would interview publication
representatives and add sufficiently im-
portant data to that publication's
folder. Then when consideration of
the list is under discussion the folders
could be brought out and all informa-
tion would be available.
Alden B. Baxter, Eastern Adv. Man.,

American Bankers Assoc: Journal.
New York City.

See the Agency First

LIKE every advertising manager, I
sympathize with Mr. Lemperly in
his problem. Unlike him, we are not
ready to pass the entire responsibility
of publisher contact to our agency, in
spite of the high regard we have for
its ability.

Rather, we seek a solution by help-
ing the publisher to make his contact
with us of a character to supplement
his contact with our agency instead of
to duplicate it: i.e., we have made it
understood that the publishers' repre-
sentatives must learn from the agency
the nature of our advertising problem
and must justify to the agency the
place of their media in programs de-
signed to meet that problem. The
agency, it is understood, makes its rec-
ommendations for our lists with its
supporting evidence. On our part we
wish simply to understand the major
considerations offered by the media so
as to place ourselves in a position to
exercise judgment of approval or non-
approval of the agency's recommenda-
tions.

Now, such being the function of the
advertising manager as we conceive it,
the publisher, if he is wise, will auto-
matically regulate his approaches
direct to the advertising agency so as
to eliminate much of the time ordinar-
ily lost in magazine and newspaper
solicitation. We have eliminated the
calls of the cub salesman equipped with

a rate card and a list of advertisers
who are not in his book. We have
eliminated the well-intended visits of
the publication research man who
wants to get a line on our products, the
channels of distribution, etc. These
gentlemen can get that information
from our agency. We have likewise
eliminated the advertising solicitor
who comes with a story of an impend-
ing rate increase. We look to our
agency to safeguard our interests in
the matter of rates and location.

We are always ready, however, to
see the representative who has well
considered our problem and who has
convictions that the use of his medium
will help us in its solution. We very
much prefer to have him come to see
us after he has presented the matter to
the agency and upon its recommenda-
tion that this is a story we should have.
We are quite willing, however, to see
him if he has failed to convince the
agency and feels that for any reason
his story there has not been given ade-
quate weight. From the visit of a rep-
resentative thus equipped the advertis-
ing manager can learn much.

P. L. Thomson, Publicity Manager
Western Electric Company, Inc.,
New York.

Our Suggestion to
Mr. Lemperly

1. Tell the publishing world to adopt
a standard physical form and a stand-
ard topical outline for those essential
facts about a publication and its mar-
ket which are not covered by A. B. C.
reports and the standard rate card.

2. File these reports as religiously
as the architect files building material
literature which conforms to the
A. I. A. standards in form and index-
ing.

3. Don't let publication representa-
tives waste their time and yours merely
repeating dope that should be in print
and on file.

4. Confine personal presentations of
solicitors to one of two classes:

a. In season, concrete and well-or-
ganized presentations showing the
specific application of given mediums
to current problems previously out-
lined, preferably by the agency.

b. Out of season, equally well or-
ganized, once-and-for-all presenta-
tions of publication history, aims and
excuse for existence.

5. Spend no time trying to argue the
salesman down. Can't be done. You
pick the list and let him frame the
alibi. Lynn Ellis,

Lynn Ellis, Inc.,
New York.

Direct Them to the Agent

THE Sherwin-Williams Company's
statement of the case is very con-
servative, based on our experience. If
we were to interview all of the adver-
tising solicitors who would call on us,
were our policy of directing them to

our agency unknown to them, we would
get little else done.

We attach a sample of the notices
which we have had prepared to meet
this situation, and which are handed
by our information desk to solicitors
calling on us.

TO ADVERTISING SOLICITORS—

We respectfully ask that representatives
of advertising media make their solicita-
tions direct to our advertising agents. The
H. K. McCann Company. 451 Montgomery
Street, San Francisco, who conduct all our
negotiations for advertising space.

We appreciate the interest of representa-
tives in calling upon us. but you can realize
that time does not permit us to attend to
each of these calls personally, nor are we
in a position to give these matters as care-
ful attention as should result by commu-
nicating directly with our agents.
promotion department
California Packing Corporation

This plan has been in effect with us
for several years. Most of the publica-
tion representatives are familiar with
the policy now, and we have little occa-
sion to use these cards, as practically
all solicitation is made through the
agency.

W. P. Rogers, Advertising Manager,

California Packing Corp.,

San Francisco, Cal.

A Suggestion for the Interview
Problem

I HAVE just read your issue of Nov.
3 and while many of the articles
raise questions that should have fur-
ther discussion, there is one that I
would like to give you my opinion on
right now.

Mr. Lemperly has hit upon a real
problem. It does take a great deal of
time to see even a small portion of the
many advertising solicitors who call at
this office. Not very long ago, our
concern thought it might be wise to
adopt the Sherwin-Williams' policy. A
large concern in this city has recently
done that. However, I don't think
such a policy is wholly correct. Hav-
ing a direct contact with publishers
enables you to know better what you
are buying and I always want to know.

I wonder if the following suggestion
wouldn't help matters to some extent.
Publishers should instruct their repre-
sentatives not to take the time of the
advertiser unless they have reason to
believe their magazine could fit in with
his plans. Representatives should find
out about the advertiser's plans from
the agency and that should definitely
guide them. When they are sure their
magazine does fit they should go to
the advertiser with some real facts
applied to his problem, not just with
"hot air."

This may sound like a very indefinite
and ineffective suggestion. If our
business is in anyway typical, however,
there are many solicitors who call on
us who ought to know that their maga-
zine does not fit in with our present
plans. I believe that unless some such
plan as this is followed, more and more
advertisers' doors will be shut to pub-
lishers' representatives.

C. E. Nelson,
The Stanley Works,
New Britain, Conn.

[CONTINUED ON PAGE 66]

December 1, 1926

ADVERTISING AND SELLING

Once More/

—and Yet Again

You Can't Cover the
National Farm Market
Without Capper's Farmer

— You need its coverage
in the most tradeful
states of the Union.

— But more than that
you need its influence,
no matter what else
you use.

FOR the Sixth Successive Year, with-
out offering "bargains" or putting
on "drives" Capper's Farmer has made
gratifying gains

— in Advertising Lineage

— in Circulation

— in Pages Printed

— in Influence and
Prestige

There's a reason for this — there are a
hundred reasons — but the sum of them
is this:

Careful advertisers have proved that
Capper's Farmer is profitable to
them. It is peculiarly close to its
readers; jobbers and retailers know
and value it — and it pays.

We're not boasting, but watch us in
1927.

(upperslurmer

Published at Topeka, Kansas — by Arthur Capper

NEW YORK CHICAGO DETROIT CLEVELAND ST. LOUIS KANSAS CITY SAN FRANCISCO

ADVERTISING AND SELLING

December 1, 1926

Ithe 8pt. Vage

±h O

Odds ^ kins

IN this morning's mail comes a letter
from T. H. Butterworth, of Herbert
Greaves, Ltd., Manchester, England,
and clipped to the letter a To Be Let
advertisement of 1790.

"The attached cutting makes its bow
to your predilection for things both hu-
morous and curious in the world of pub-
licity," writes T. H. B. "Never, I be-
lieve, have you published anything like
it, especially of such early vintage."
(Quite right.)

TO BE LET

To an Oppidan, a Ruricolest, or a Cosmo-
politan, and may be entered upon immedi-
ately, the House in Stone Row. lately pos-
sessed by Captain Siree. To avoid verbosi-
ty, the proprietor with compendiosity will
give a perfunctory description of the
premisses, in the compagination of which he
has sedulously studied the convenience of
the occupant — it is free from Opacity,
Tenebrosity, Fumidity, and Injucundity, and
no building can have greater Pellucidity or
Translucency — in short its Diaphaneity even
in the Crepuscle makes it like a Pharos, and
without Land, for its Agglutimation and
Amenity, it is a most Delectable Commor-
ance ; and whoever lives in it will find that
the Neighbours have none of the Truculence,
the Immanity, the Torrity, the Spinosity,
the Putidness, the Pugnacity, nor the
Fugacitv observable in other parts of the
town, the Propinguity and Lonsanguinity
occasion Jucundity and Pudicity — from
which and the Redolence of the place (even
in the dog days) they are remarkable for
Longevity.

"Would any of your dynamic Ameri-
can realtors, I wonder, dare to use
that word 'commorance'?" queries my
correspondent. "Have any of them
capitalized the lack of 'Putidness, Tor-
rity (?), Immanity, Fugacity and Spi-
nosity' among the tenants of adjoining
properties — even in simpler English?
The modern 'select neighborhood' phras-
ing seems weak and futile in compari-
son.

"It is a pity that we have no record
of this announcement's success; whether
an eventual sale came from the saintli-
ness of the neighborhood or its Redol-
ence, whether freedom from Opacity
and Injucundity or the Diaphaneity of
the Crepuscle sold the goods, and
whether these found favor in the eyes
of an Oppidan (a student of Eton Col-
lege) or a Ruricolest. And if he, as a
tenant, appreciated to the full the great
Pellucidity and Translucency of the
building. . . . Yet I believe the
agent served a definite purpose in word-
ing his offer so tediously."

Indeed he did, for only the right kind
of a prospect could even read the ad-
vertisement!

—8-pt—

"If you mail late how can we de-
liver early?" asks this year's poster
on the sides of the U. S. Mail trucks. All three desirable qualities, to be
Much the best piece of "mail early" striven for in advertising.

copy that the P. O. Department has
used for years, to my way of thinking.
—8-pt—
Several of my commuting compan-
ions have called my attention to the
car card Barron Collier is running
currently in suburban trains. It
reads:

How Is Advertising Educational?
In telling of new products and of new
uses for old products, and in showing how
they aid and serve.

Rather better copy than any I have
seen used in this way before. It has
a simplicity that gives it both dignity
and force.

— 8-pt—

Some weeks ago Bernard Lichten-
berg sent me a copy of the book, "Ad-
vertising Campaign," recently pub-
lished by Alexander Hamilton Insti-
tute. It has been lying on my desk for
some time patiently waiting to be
opened.

Last night I opened it, and it hap-
pened to be at page 337. This para-
graph greeted me:

The keen imagination of the American
public is the fertile field in which the seed
of all American advertising is sown — it is
the background of every story of successful
advertising in the country. An advertising
idea transmitted into the hustle and bustle
of American life finds millions of receptive
minds. If it is not a success, it is the ad-
vertiser's fault — not the public's.

Mighty fine gospel, that, to be
preaching to the student of advertising.
Indeed, the last two sentences are rec-
ommended for required reading by stu-
dents and veterans alike. It always is
the advertiser's fault rather than the
public's.

Incidentally, I should like to send a
marked copy of this volume to the
Mayor of Philadelphia!

—8-pt—

Rhythm, repetition and simplicity
combined artfully as the cover of Bar-
ney's Cabaret announcement:

T)on't forget
to remember
twenty-firSt
of September

Frank Connolley sends me a page
torn from a Chicago theater program
which interests me greatly. It fea-
tures "The Man-Eating Lions of
Tsavo" and is sponsored by the Field
Museum of Natural History. It is a
bid for visitors.

Why should not a great museum ad-
vertise its attractions in an amusement
program? It is a sign of the times —
and worthy of the progressiveness of
Chicago. Public libraries, museums,
parks, art galleries, all represent large
investments of the public funds, and
it is beginning to be recognized that
with the expenditure of a modest sum
annually in advertising to keep the
public informed and reminded, the com-
munity benefits in greatly increased
measure from its investment in these
institutions.

—8-pt.—

In his book, "Ben Kendim," Aubrey
Herbert says, "No man who knows a
language perfectly can be whole-heart-
ed in his desire for the destruction of
the people of that language."

Which is by way of saying a stickful
in a sentence.

— 8-pt-

With some trepidation I rise to
testify — to make a confession, almost.
And in spite of that Applesauce article
in a recent issue of this publication.

I purchased a fire extinguisher —
and DURING FIRE PREVENTION
WEEK!

I have tried to argue myself into
admitting that I would have bought it
anyway — for I detest these "weeks" —
but I can't make my arguing stick.
Of course, I have known for a long
time that there should be a fire ex-
tinguisher just north of the cellar door
in the butler's pantry, but I didn't buy
one. And then this darn "week" came
along. I tried to put off the purchase
until early the Monday morning fol-
lowing the "week," but I got so nervous
finally that on Thursday I fell, "Send
me a Pyrene," I told the man at the
hardware store.

So the secret is out: it was I who
caused that arching of the sales line
during Fire Prevention Week!

December 1, 1926

ADVERTISING AND SELLING

Would Your Product

Be "At Home" in

This House

And it is in such homes as this that master and mistress take that interest in plan,
construction and ornament which is, in fact, a sustained and alert
curiosity in what makes for the best in correctly appointed housing. 80.000
With its ever-increasing circulation in homes of character, The House
Beautiful not only affords the advertiser a thoroughly sympathetic
contact but, in addition, gives an excess circulation above its rebate-
backed guarantee of 80,000 (A. B.C. figures).

Shall we submit rate card by mail or personal representative?

THE HOUSE BEAUTIFUL

8 Arlington Street

Boston, Massachusetts

20.000 1

Qtowth of The House Beautiful

ADVERTISING AND SELLING

December I, 1926

Uncapitalized Habits

[CONTINUED FROM PAGE 20]

of years, sales and earnings in-
crease on same invested capital
we set up a higher good will
value. When starting a new
article, no good will value is set
up until said article is a demon-
strated success."

What is the value of a fa-
mous name? On packages,
probably not as much as the
manufacturer would like to be-
lieve. Financial men and in-
vestors discount Good Will
heavily and a standard text-
book on investments tells stu-
dents not to consider it. Why?
Probably because the Good Will

represented by buying habits

has not yet been realized and ~ ~

the Good Will represented by

the trade name is actually of no great

value.

It is the product back of the name
that really carries the Good Will.

Proportion of Housewives Using Same Brand of
Butter for Varying Periods of Time

6 Months or Less
Y 2 to V/ 2 Years
I 1 /, to 2V 2 Years
2y 2 to 5 Years
5 to 10 Years
10 Years and Over

Percentage

of
Housewives
17
20
15
26
14

100%

Quoted from a Bulletin of the U. S. Department of
rrlculture, Bureau of Agricultural Economics.

Seven

same result. Too often, however,
that advertising is credited only
with the packages sold during
the year it appeared. Yet some
of the customers it has made
will continue buying as long as
they live.

Consequently the money spent
to advertise a package product
is a long term investment.
Only in rare instances does it
show a profit the first year.
Sometimes it is three years be-
fore you are out of the red.
Then come the years of plenty
unless by that time you have
become discouraged and quit —
as so many others have.

On this page public habits in
buying dentifrices are charted,
leading brands account for
seventy-five per cent of all consum-
ers. Customers stick to a certain

but in products. A recent inquiry

brings to light the surprising fact that

for every hundred consumers who are

familiar with certain labels, only two one of these brands for an average of
Separate" name" and product, and the or three ever buy the goods. Compet- m0 re than seven years. I wonder
name loses its force. An article may m g goods, by no means so well known, whether the maker of this brand knows
achieve great success and its name be- enjoy a greater sale. how much habit affects his business,
come famous; yet apply the same name I wonder whether he gives advertise-
to another article and failure may re- O OMETIMES the very familiarity of ments which secure seven-year cus-
sult It is the thing itself, not the i^ consumers makes a name not an ad- tomers the credit for seven years of
name that counts. vantage but a handicap. Postum, for sales. I wonder whether he discards
The manufacturer of many a famous instance, is an old story to a large por- an advertising idea on the basis of the

tion of the public. Display that name

and widely advertised article finds his
name of little effect in promoting other
items. In their respective fields, Pro-
phylactic Tooth Brush and Pebeco
Tooth Paste are among the leaders,
while Prophylactic Tooth Powder and
Pebeco Tooth Brush are among the
tail-enders.

There is further evidence that the
public places its trust not in names,

YEARS

in advertisements and readers pass
them by. A prospect who thinks he
knows what you are going to say will
not listen. Most Postum advertise-
ments, therefore, do not feature the
name.

The real Good Will is to be found in
the established habits of users. With-
out further selling effort by the manu-
facturer, thousands, perhaps millions,
of these users will continue for a period

SCOLGATES to purchase his brand of goods. The
FORHANS advertiser of package goods sells a
I PAN A habit — not a package. His advertise-
KOLYNOS ments must create customers; it is the
PCBCCQ repeat business which makes the ad-
PCP50DENT vertising of small unit sales possible
5QUIBB at all. Customers do not have to be
■| re-sold every time they buy. Suppose
an advertisement induces you to try a
certain shaving cream and having tried
it you are quite satisfied with it. Must
you see another advertisement before
you buy another package?

The effect of even one advertisement
lasts a long time, but may not be
noticed. The effect of several years of
advertising is too great to be over-

TE above chart (based on the looked. I know of at least one product
reports of more than 1700 that continued to sell for years after

all promotive effort had ceased. Al-
though no new customers were being
gained, the old customers held to their
accustomed brand for a while. Then

year's total sales, or, on the other hand,
enthusiastically adopts it — on the same
basis. Would he do this if he knew
that by the end of the year his new
customers had had little chance to buy?
That less than one-seventh of their
ultimate purchases had been made —
aye, much less than one-seventh?

This situation merits reflection.
Most advertisers of package goods do
look upon the year's sales as a measure
of that year's advertising results. If,
as usually happens, only a small frac-
tion of the results show up in the
sales figures of that particular year,
the advertiser is liable to be consider-

D E T G

^HE above chart (based on the
reports of more than 1700
people) represents the average
period during which the customers
of each of the seven leading denti-

lMONG the six most popular
rouges the length of the cus-
tomer's life shows great variation.

Sir have bc„ buying .he ,.„e ^"ITSJ".™ others Zewe.nS "«<» *? .He.ver.g. c„.,„„,.r of

brand. The brands are purposely a way to competing brands, sales gradu- one of these brands has been pur-

not listed in the order charted ally fell off. The money spent to ad- chasing it consistently for nve years

vertise this product bought customers.

= All package goods advertising has the ~ ~ "~ ■

December 1, 1926

ADVERTISING AND SELLING

These books list the

memhers of five exclusive

New York Cluhs

Yale

Harvard

Racquet

Union

Bankers

To 2,500 of these men, 500 in each club, we wrote
simply "Do you read Judge?" Of all who replied

68.7% read Judge

Several hundred took the trouble to write at greater
length how much and why they liked Judge.

If your article has the qualities for this kind of an
audience it will pay you to advertise it in Judge.

Judge

Management of

E. R. Crowe and Company, Inc.

New York Established 1922 Chicago

ADVERTISING AND SELLING

December 1, 1926

^&e^£^X^i&^ax^2*£^}<^^

Actual size of our little booklet on balanced sales diet

IOU want your Prospects to
grow up to be big, steady Customers. That takes
time. This little book, however, may guide you in
feeding them well so that they will soon reach
full maturity. If your Prospects need a change of
diet, a copy will be gladly sent you on request.

EvanS'Winter-Hebb inc. Detroit

822 Hancock Avenue West

The business of the Evans-Winter- Hebb organization is tie 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

ably misled. If the advertiser doubles
his appropriation he is likely to ex-
pect almost double the sales that same
year. He does not do so. He is
disappointed. He does not see that
the results from the extra effort will
be spread over several years. Nor
does he consider that each year's sales
are due mostly to advertising done in
the previous years. This common mis-
conception operates to the disadvan-
tage of advertising. It prevents merit
from being appreciated. It credits in-
efficient campaigns with results with
which they had nothing to do. It
affects the whole structure of the ad-
vertiser's business.

THE advertiser can easily determine
the length of time which his average
customer continues to buy. He should
then judge each year's advertising on
the basis of customers secured, instead
of packages sold. There are ways of
counting the number of customers
secured if he will but experiment a
little. He can at least calculate the
number of customers buying from him
during any given year. He can apply
the period during which they will con-
tinue to buy and then arrive at the
dollar and cents value of those cus-
tomers. They are very tangible assets
and as such should be recorded on the
books, the logical place to enter their
value being under the heading, Good
Will.

If you spend $1,000 to get a group
of customers and if, at the time the
books are balanced, these customers
have made only a fraction of their
ultimate purchases, are you not entitled
to an entry on the credit side of your
ledger equivalent to the profit on the
anticipated sales?

The anticipated sales can be cal-
culated with a fair degree of accuracy.
Follow the practice of insurance com-
panies. Every policy is based upon
an anticipated event. How do they
know how long 1000 men will live?
Because they know how long 1000 men
have lived. The huge business which
they carry on successfully proves the
soundness of their methods. By the
same methods, the maker of package
goods may figure out how long 1000
customers have stayed with him in the
past, and so predict how long 1000
will stay with him in the future.

Of course, you cannot be certain of
your anticipated sales. A war may
come. Your product may develop
weakness. Abnormally severe com-
petition may upset your estimate. In
spite of these possibilities, Good Will
should be given its tangible value.
Not to do so would be to discriminate.
Many of the items which appear regu-
larly on balance sheets can be given
only approximate values. Deprecia-
tion, for instance, is charged against
plant at a fixed yearly rate. Yet
everyone admits that at a forced sale
a one-year-old plant would bring little
more than a plant ten years old. In-
ventory is taken once a quarter, half
or full year. Between times material
values fluctuate. One month after the

December I, 1926

ADVERTISING AND SELLING

WANTED

2 young Copy Men

THE PLACE: New York City.

THE FIRM : One of the largest and
most important publications in the
United States. Growing so fast we
never catch up to it. Outraces every
program we have ever made. Prosper-
ous, growing in power and properly
proud — but forever dissatisfied because
there is still so much to do. Full of
wide open spaces for men of ideas,
initiative, courage, creative accom-
plishment. Dam few traditions — no-
body has had time to figure them out.
A little careless about clean desks,
office titles, executive dignities, but
deadly on deadlines. A young organi-
zation. Five years make you an old
timer. And perceptibly appreciative;
they say it with checks. An organiza-
tion you'll like and like to stay with.
And one you can stay with —
indefinitely.

THE JOB: mostly copy, but all
kinds. By copy, we mean straight
thinking, distilled; fact founded; suit-
ably convincing and, if possible, orig-
inally expressed. Better stuff than most
people in our business are doing —
which is far from superlative! There
are all sorts of assignments, from tiny
little reader notices to books that take
a year of sweating; and trade paper,
newspaper and direct-mail advertise-
ments. Some pieces will be fifteen-
minute jobs; others may take fifteen
months. Most of our copy is intended
to sell advertising, addressed to the
national advertiser and the advertising
agency. It must be good advertising,
because it has to pass in review before
the people who are responsible for the
best in advertising. Craftsman's copy,
but not over the head of Alex W.
Umph,the tight-fisted treasurer of the
stove works, the gent who says "that's

all there is," when the advertising
manager asks for appropriations. Copy
that will continue to keep our reputa-
tion and make a better one for you.

THE MEN: they must be young,
preferably under thirty, so the gang
around here won't call them Grandpa.
They must be college men or darn
good equivalents. By college men we
don't mean the boys who slipped fast
ones over on the faculty in the Com-
merce and Administration courses, but
who dug up the mode and tense and
person of the first verb in the first of
Mr. Cicero's contemnations against
Cataline; who knew a little more
Greek than the best frats required,
who have done more reading than the
English courses called for and had
enough Math and Science and History
not to confuse an engineer with an
anthropologist. They mixed in all
sorts of college activities, wrote for
the college papers and the lit. mag.,
debated a few or possibly buried Caesar
in the annual Thespian tragedy. Per-
haps have played with teams or had
to sell the fellow students on coughing
up a buck fifty for a game ticket or
served on committees to ask Prexy for
the extra day off and there wasn't a
chance.

If they worked in the summer, trav-
elled around, met all kinds of people
enough to understand some of them —
so much the better. Since leaving col-
lege they have written something or
other — made a living at it. They know
something of selling. And they have
spent three or four years doing copy
for some first-grade agency — and have
proofs to show for it. These jobs are
not for cubs, but for men whose ap-
prenticeships are pretty well passed,
competent citizens with white space
who know something about layout

and composition, can buy art for their
own stuff if they have to, who never
use Cheltenham Bold and know why.
They must be evangels of ideas, able
to sell themselves and others any
worth-while ideas.

We want men who are honest enough
to have discovered that there is a lot
more pride and satisfaction in doing
advertising copy to order than there
is in trying to peddle fiction fabricated
to order. We want men who, within
a couple of years, will be able to turn
out copy that the top twenty in the
agency crust won't be able to laugh
off or overlook.

These men aren't stars yet, but will
be. They can make reputations here
more rapidly than they can elsewhere.
They can earn as much money here
a3 they can elsewhere, and more in
the future. The starting salaries will
be adequate.

DRAWBACKS: It is only fair to
say that our offices are something ter-
rible — crowded, and will be that way
for a couple of years. The boys who
have to have the cloistered calm, the
early American furnishings and the
chenille underfoot won't care for this
place one bit. We're kinda careless
about hours, too. A lot of our stuff
is marked rush — and is. And if the
salesmen around here think you are
any good they take up an awful lot
of time telling you their troubles and
asking for help.

RECIPE: Write us a letter about
yourself. Make it complete and com-
prehensive but as charitably brief as
possible. Your confidence will be
sacredly kepr. Don't send samples
until requested. This advertisement is
not run by your firm or you'd know
about it.

and 1 Production Man

Young, experienced. Fast. Accurate. With a memory better than a pawnbroker's. Must know
reproduction processes, typography, printing, paper stock, how to order art and make rough
working layouts. Able to keep a raft of jobs on his calendar — and keep them moving.
Best pal and severest critic of the folks we work with. He is now working in some good
agency or has had good agency training. The kind of a chap that can promise proofs for 5 :oo
o'clock and produce them — or make you feel that it's worth while waiting when he doesn't
come through. All the future here that he can fill. Write us the worst the first time.

ADDRESS BOX 430, ADVERTISING & SELLING FORTNIGHTLY

P. S. Most of our advertisements arc better — and briefer — than this.

ADVERTISING AND SELLING

December 1, 1926

AFTER the flood of migration has
- passed, after the woods and fields
seem empty of our feathered friends —
a few sturdy hearts linger, braving freez-
ing weather and food shortage. The
odds are against them. The only reason
they survive in the bared country is the
secrecy of their nests — which each
year produce new generations.

The wise little owl places his nest in
hollow tree, or other hidden spot, where
his bid for the future will be surround-
ed with all the security he can give it.

The business man must make his bid
for the future equally safeguarded
whether the seasons be favorable or
otherwise.

Publicity, not secrecy, is his method.

Proper illustrations, their value en-
hanced by proper photo-engravings, are
usually used by wise merchandisers.

Gatchel & Manning, Inc.

C. A. Stinson, President

[Member of the An

an Photo Engravers As:

'Photo Engravers

West Washington Square «

P H I L A D E

> 2jo South Jth St.

L P H I A

entry was made it may represent an
utterly false valuation.

So count your customers. Find out
how long they buy and, in addition,
how much. Then you can give Good
Will its due on your books. Enter its
tangible value at least. There are pit-
falls to be avoided, of course. Such
calculations are by no means simple —
but then neither is double entry book-
keeping. The study of customer habits
involved will be vastly worth while.
You will increase your understanding
of how advertising works, gain a
clearer insight into marketing prob-
lems, and put yourself on the road to
an immense improvement in the char-
acter of your advertising.

Shout "Hey" with
Your Copy

[CONTINUED FROM PAGE 36]

You have met him before and you know
how long it ordinarily takes him to get
around to a subject, so you don't pay
too much attention. His description
rambles a bit; he makes a lecture out
of it; he doesn't tell you anything you
haven't heard before. The whole thing
sounds dull and weary, so you shuffle
your papers and show you have no
further time to waste.

The other comes over from the right
with a quick step and a friendly eye.
The first thing he gives you is a fact
you didn't know before. His enthusiasm
starts him off with "Hey, did you
know . . . ?" Maybe he is too refined
actually to say "Hey," but the atmos-
phere is there, and automatically
forces him to follow with the most in-
teresting thing he knows about his
product — which gets your interest. No
matter how sour-faced a prospect you
may be, learning something new or
something startling is going to have
you thinking: "By Jove, I never knew
that . . . ." or "This sounds like some-
thing pretty good."

Perhaps if more advertising writers
made companions of these two men —
one for the example of his bad habits,
and the other because of his catching
enthusiasm — and had each come to the
office and make a call just two minutes
before an advertisement started life
on paper, more eyes might get into the
manufacturers' copy and more feet
into the dealers' stores.

Convention Calendar

February 26-28. 1927 — Eleventh
District Convention of the Interna-
tional Advertising Association,
Greeley, Colo.

June 26-30, 1927 — Fourth District
Convention of the International Ad-
vertising Association, Daytona Beach,
Pla.

October 19-21, 1927 — Direct Mail
Advertising Association, Chicago.

1927 (dates not yet decided) —
Outdoor Advertising Association of
America, Atlantic City, N. J.

December 1, 1926 ADVERTISING AND SELLING

When Large Wholesalers or Retailers
Say to Manufacturers :

"We Want Newspaper
advertising in our territory

They get the Newspaper advertising be-
cause their accounts are important.

And they ask for Newspaper advertising
because they understand its value from a
practical sales angle.

Two of the strongest possible reasons why
manufacturers should include national
Newspaper advertising in their sales policy.

All of which is worth re-reading.

Invest in Newspaper Advertising

E. Katz Special Advertising Agency

Established 1888

Publishers' Representatives

Detroit New York Kansas City

Atlanta Chicago San Francisco

ADVERTISING AND SELLING

December I, 1926

FREE
HOLIDAY
STAMPING
OFFER

ary 1, 1927, we will stamp
or a friend's name, in gold
cover of any McGraw-Hill
book without additional charge. Orders
aped books should be accompanied by
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Hall—

THEORY AND PRACTICE

OF ADVERTISING

686 pages, 6x9, 250 illustrations, SS.00

A carefully planned treatment of the de-
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horned —

ILLUSTRATION IN
ADVERTISING

319 pages, 6x9, 212 illustrations, S4.00

This book gives a thoroughly constructive
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It considers advertising illustrations in their
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market and to the psychology of the consum-
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428 pages, 5x8, illustrated, S4.00 net, post.

The author has drawn on his long experi-
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about mail-order possibilities, market analysis,
campaign preparations, mailing lists, mail-
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letters, order blanks, follow-up, credit and
collection practice — every element that enters
into the successful capture of a mail market.

Strong —

PSYCHOLOGY OF SELL-

ING AND ADVERTISING

461 pages, 5x8, illustrated. $4.00

This book presents a sound discussion of
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AddreBs

City

State 12-1-26

The Why of a Freight
Traffic Manager

[CONTINUED FROM PAGE 28]

The freight rate, expressed in cents,
is not, moreover, the whole of the game.
Many services or facilities are worth
to the shipper as much as a direct re-
fund in cash. The published rules of-
fer endless "free" things, included as
integral parts of the "rate."

HERE, to "be concrete, is found a
further reason for employing an
expert as traffic manager. The railroads
are obliged to publish all rates and reg-
ulations, after filing them with the
proper national and State commissions,
to hold them available to all comers
without charge "and without requiring
the inquirer to assign reason for his in-
quiry." The "filing" and the "cancel-
ling" goes on at the rate of thousands
each month. The maze is as confound-
ing as the proceedings of Congress; all
there, all in print, all to be had for the
asking, but who has time to waddle
through ?

When, each spring, the circuses map
out their summer schedules, each goes
to the railroads over which the special
trains will move as they criss-cross
from town to town. The railroads are
given opportunity to name a price for
transportation, with the special facili-
ties demanded for a circus train. If
one road demands too much, ths circus
shifts its schedule, either so as to omit
towns or so as to reach them ove*- com-
peting rails. When the "rate" has
been agreed upon, the railroads go
through the formality of "filing" tariffs
to cover the contract, each tariff being
scheduled to become effective the day
the circus first touches the rails of that
particular railroad, and to be cancelled
the day it is moved to a connecting
carrier.

The rate thus published is "special."
It is not "secret." Should Sells
Brothers elect to follow Barnum &
Bailey's schedule, within the prescribed
time and with similar equipment, they
are free to do so.

When the village of Anywhere votes
to erect a stone schoolhouse, the stone
quarries of Bedford (to construct an
imaginary case) bargain with the rail-
roads for "rate," duly and lawfully
filed and published. All quarrymen of
the Bedford district are free to use
this rate in quoting for the contract.
It is incumbent on the quarrymen of
Berea (Ohio) to secure a rate equally
favorable. To do so they must have
a traffic expert, qualified to "talk the
traffic language with freight officials"
of the railroads and fitted, also, to
learn before it is too late the sort of
"rate" to become available for the com-
peting Bedford quarrymen. That

"rate" is more than the mere "cents
per 100-lb. of stone." It covers the
"free" allowances for unloading, for
switching, for serial delivery of ship-
ments, for use of unloading cranes, for
storing on right-of-way or yards, for
"special equipment," for tare, for mini-
mum car-load weights, for a dozen ap-
parently meaningless but highly im-
portant allowances which amount to
discriminations. All mean costs added
to one shipper while his rival may be
relieved of them.

For the Anywhere schoolhouse, the
foundry at Kansas City must set its
traffic expert to the task of assuring
himself that Richmond (Ind.) boiler
makers, or the rival makers at Buffalo,
do not "get the edge on competition"
through the "rate."

So it goes through all our commerce.
The unknown town of Dalton, near Chi-
cago, in one of the famous traffic
abuses, was accorded a favoring rate
on oil to an equally inconspicuous ham-
let of Tennessee. All was "lawfully"
filed and published, but just the same a
single refinery seemed to know the rate,
it being shown afterward that "$70,000
a year was saved by this device, and all
competition from others was elimi-
nated" within a certain territory.

When Buick builds a better automo-
bile, when Gimbel slashes a price, when
Macmillan issues a new edition, the
facts are broadcast. The benefit is ad-
vertised to the public. Not so with
freight rates. The law requires most
meticulous formality from the rail-
roads in order that rates shall be "law-
fully on file." It goes no farther. The
shipper is assured the benefit of the
lowest lawful rate or combination of
such rates ("rate" including all ef-
fective "rules and classifications"). It
is, however, the shipper's job to find
the rate. The carriers do not adver-
tise the current rates, nor do they issue
nicely prepared pamphlets or "instruc-
tion books" to aid befuddled shippers.

IF merchandise were for sale, adver-
tising would be the first thought of
the seller. But with the highly intricate
question of how to ship freight from
Kalamazoo so as to reach a specific
steamship at Seattle or Baltimore, the
shipper is left to his own devices. A
Detroit factory "cut down our export-
ing expenses $20,000 a month," in the
words of its president, by taking ad-
vantage of a single "rule" in the tariffs.
The rule had been there since 1917,
but it had been no one's responsibility
to find it. Railroad tariffs are too com-
plicated, with a daily shifting of de-
tails, for the shipper unless he employs

December 1, 1926

ADVERTISING AND SELLING

an expert or a specialist to follow them.

Tariffs are "lawfully filed" and "pub-
lished." They are open to all alike who
elect to claim their benefits. They are
scrupulously examined by the railroad
commissions for technical and legal
shortcomings. But they are not adver-
tised. To "publish" in the law is not
the same as to "make known to the
public," as more than one business man
has discovered; to "publish" means,
rather, to "make available to the pub-
lic in so far as they choose to inquire."

If the shipper goes to his local
freight station he will find bulletins
posted to the effect that the agent and
his clerks will give all "reasonable as-
sistance." It is manifestly not reason-
able for freight house employees to
supply the wealth of expert informa-
tion needed by the shipper for con-
structive shipping policies. Specific
questions will be answered, but, in this
connection, it is well for the inquirer
to read those clauses of the tariffs (and
of the law) which are contrary to busi-
ness custom.

IF the employee of a business concern
quotes a price or makes an agree-
ment, the employer is bound. Whether
that agreement be within the employee's
power or not, whether in excess of his
instructions or not, matters little. An
honorable concern "stands behind its
men." Not so with the railroads; too
much rebating arose. For the protec-
tion of its public, Congress enacted
special legislation which provides,
among other features, that any quota-
tion of rates or promise by an employee
of a railroad is binding only if, and
only when, it conforms to some tariff
"lawfully on file" and in effect.

If the freight house clerk (or man-
ager, for that matter) quotes a rate
of fifty-two cents, while the lawfully-
filed rate is $2.52, the larger rate will
be collected. The shipper has no re-
course other than to pay. That he
would not have shipped at the higher
rate, had he known it, is no defense.
The clerk's error entails no liability on
the railroad. That a distinct loss re-
sults to the shipper, due to the railroad
clerk's error, makes no difference. All
that counts in the adjudication of such
disputes is that the law provides that
the rate "lawfully on file" is the legal
rate. That law was enacted for the
protection of the public from under-
hand and secret favoritism; the public
must abide by that law.

The answer to this complicated situa-
tion is simple. Business concerns, even
small ones, will benefit by employing
a traffic expert. His services should
perceptibly reduce costs through the
elimination of expensive wastes and
through taking advantage of privileges
"free," but available only to those who
demand them. Railroads do not ad-
vertise their tariff privileges. Neither
do railroad employees, nor freight
solicitors make it their concern to point
out these privileges. It remains for
the shipper, by expert scrutiny of law-
ful tariffs, to discover them for him-
self.

we hope

that our sales

representatives have

the courage

to reject schedules

by which

advertisers expect

to cover

the Greater Detroit

Area through use of the

Detroit Times

alone —

no single newspaper

can do that

job in a field of

a million

and a half people.

ADVERTISING AND SELLING

December 1, 1926

Star

Cartoonists

oArailable

C~J '* ]E will be pleased to
\SU have Art Directors
and others who are inter-
ested, retain this list of
popular cartoonists whose
services can be profitably
used in connection with va-
rious forms of advertising.

Bruce Bairnsfather
Ralph Barton
Reginald Birch
Clare Briggs
Gene Byrnes
Lang Campbell
Percy Crosby
Fontaine Fox
Chester 1. Garde
Rube Goldberg
Don Herold
Ellison Hoover
G. B. Inwood
Merle Johnson
Eldon Kelley
Winsor McCay
Ray Rohn
Herb Roth
Dick Spencer
H. T. Webster
Walter Wellman
Gluyas Williams
Crawford Young

Cartoons have become a
factor in modern advertis-
ing since the public has
cultivated a sense of humor
through the constant view-
ing of newspaper and mag-
azine "comics."

To employ the services of
cartoonists whose styles
and signatures are immed-
iately recognized by readers
will assure a receptive
audience for your advertis-
ing.

We will cooperate in adapt-
ing these services to your
requirements or in offering
suggestions from a price
and technique standpoint.

Fred A. Wish

INCORPORATE D

12 EAST 41ST STREET
NEW YORK CITY

Also Representing a Group of

Well Known Writers for

Advertising Purposes.

The Trend of Advertising
Art

I CONTINUED FROM PAGE 32 I

To my mind, the answer to both ques-
tions is "No." I think these excusions
into the field of modern art — some ten-
tative, some bold — represent an accu-
rate sensing by advertisers and by edi-
tors of the new interest, new standards,
new discriminations of a new genera-
tion. Sophistication is the shibboleth
of this new generation. I think you
will agree that artificiality is not an
adequate definition for the word
"sophistication" in this application.
A new definition is writing itself.

THERE are and have been many in-
fluences at work in this genera-
tion ; far-reaching influences that pene-
trate to the small towns throughout the
country.

Last Thursday night I listened to an
Armistice Day program over the radio.
The Royal Typewriter Hour was "on
the air" from a dozen broadcasting sta-
tions. Many millions listened in. A
symphony orchestra played an orches-
tral piece by Schelling called "Victory
Ball" — as modern and sophisticated as
Stravinsky. Yet this program was un-
doubtedly planned to please millions.

Ten years ago the "Poet and Peas-
ant" or the "William Tell" Overture
was the outer boundary of the village-
square band concert classical reper-
toire. Today, they know down in the
Blue Ridge Mountains that the name
of the composer of "Humoresque" does
not rhyme with "pack" — that the name
of the composer of the "Meditation"
intermezzo from "Thais" does not
rhyme with bassinet. The announcer's
French pronunciation is getting better
and better.

Read or listen to the request pro-
gram during the final week of our
Lewisohn Stadium Concerts, voted on
by the audience. They want Strauss,
Debussy, Tchaikowsky. Less than ten
years ago a mere handful of music lov-
ers attended these concerts. This year,
12,000 (if my memory serves me) at-
tended the opening performance. If
you prefer symphonic music to the
opera, you "rate" higher in musical ap-
preciation than the opera-lover. It is
supposed to be a bit more sophisticated.
A few years ago you could check the
cities supporting symphony orchestras
on the fingers of one hand. Today there
are probably a scoi-e.

What has enlarged this sophisticated
taste? The phonograph, surely, but
'atterly, the radio.

But what has this to do with art,
especially advertising art? The ad-
vertiser appeals to the eye — not the
ear. Has there been any notable lift-
ing of the public's standard of appre-
ciation of art? I think so. There have

been influences at work to that end.
The development of color-printing in
the magazines, newspaper rotogravure,
the high standard attained in adver-
tising art, and most important of all,
perhaps, the movies.

I am told that the so-called "futur-
istic" pictures that have been coming
over from Germany, which created a
furore in New York, have done well
on the road. This may or may not in-
dicate the development of a sophisti-
cated taste in movies. But the educa-
tional effect of the better type of movie
is apparent. It is not only creating a
higher standard of taste in dress, in
home furnishings, interior decoration,
and so on, it is giving the new genera-
tion a liberal education in the New So-
phistication.

The flapper and her boy friend come
back for the holidays from the State
university. A generation back of them
is the immigrant homesteader. The
family goes to the movies. "There, Pa!"
says the daughter. "That's the kind
of furniture we ought to have. We
don't want a parlor; we want a living-
room. Look, Ma, at those window
drapes. And see, perfectly nice ladies
smoke cigarettes."

There is a new generation ; that is a
biological fact. But there is also a new
sophistication and a higher standard
of taste abroad in the land. Phono-
graph, radio, movie, magazine, news-
paper, the motor car and the State
universities have all had a hand in it.
Publishers and art editors recognize it.
Advertisers and art directors must rec-
ognize it. Too much of our advertising
today is below the level of the editorial
pages in layout and art treatment.

IF there is a higher standard of appre-
ciation of things artistic, how shall
we employ advertising art to meet it?
Not with extremes, surely. There are
only a few who will bid into the thou-
sands for a Gauguin sketch painted on
the door of a South Sea Island hut.
Many thousands still send in the coupon
for a "pretty girl" calendar.

But advertising art is after all sub-
ject to the same canons as any other
kind of art. Good art remains good art.
There has been little change in the rec-
ognized essentials from the time of
Rembrandt to Sargent. Less change
in fact than we have seen in popular
taste within a generation. The literal,
photographic, "tight" kind of picture
such as Meissonier was famous for has
gone out. His pictures are greatly re-
duced in value. The old-time genre
picture as, for example, the newsboy
subjects of J. G. Brown, are no longer
in demand. Personally, I do not be-

December 1, 1 926

ADVERTISING AND SELLING

ft to"
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
iful 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.

jRDINARILY we think of 1920
Las ul

From an article by (i. L

yim Sumner in Advertising and Selling

Thanks, Mr. Sumner!

MR. SUMNER goes on to say, "Advertising had found a form in 1920?
So did clothes have style in 1920, but today that style is obsolete."

Look, no further than the current magazines. In copy appeal, art
work, typography and layout the eye meets page after page which six years ago
would have seemed fatally radical — often indecorous.

If advertisements have changed, magazines have changed more. Few great
publications, successful in 1920 and still successful today, have not taken measures
to meet the unusual tastes of new readers, new buyers of merchandise created by
post-war prosperity.

Many magazines are bidding for these people — young, keen, acquisitive,
unjaded in their buying appetites. None has, or can win their attention and their
support so successfully as the new SMART SET, their own magazine, the most
vital "something" that has happened in publishing since 1920.

Advertisers say SMART SET brings inquiries at the lowest cost. Rapid
growth has been partly responsible. A far greater factor is the natural curiosity
in this unglimpsed world of advertised merchandise on the part of those first
becoming habitual magazine-readers.

"The American people have struck a change of pace." Yes, and advertisers
have struck a new, rich field in SMART SET which sets the old familiar maga-
zine fiction to a new rhythm — the rhythm of young America in 1926.

R. E. BERLIN, Business Manager

119 West 40th St., New York

Chicago Office, 360 N. Michigan Ave.

ADVERTISING AND SELLING

December 1, 1926

■y/*

(/ "■' ~

MAIL

:;.■«.

'V"

Contact — the Dealer
with his Local Market

The retailer, like the manufacturer, has his problems of

competition.

Shoes or radio, groceries or electrical refrigerators, drugs or

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content for the retail trade of his community.

He must compete in Store appearance, service, price, courtesy,

location, and —

In advertising ... in keeping his name constantly before his

likely market.

For moSt retailers Direct Mail is the ONLY logical medium

of outside-the-store advertising . . . sales promotion.

Electrograph specializes in dealer-to-consumer Direct Mail

... to the consumer . . . through the dealer . . . for the

factory. Electrograph creates, prepares produces and distributes.

The dealer receives regularly from Electrograph packages of

carefully prepared Direct Mail, imprinted for him, addressed

to his local consumers, sealed, stamped . . . all ready to drop

in the mail box.

Electrograph brings to the service of manufacturers the Study,

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THE ELECTROGRAPH

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In Itllnoin, El^ctrotrrsph " Advertfeinir 'Service. Inc.

Cbic&tfo. i- li.-.Ti.iecS

t under Electruaruph p»t«nt«.

lieve that this means the passing of a
fad. I think it means a growing recog-
nition of better art.

In one of the early novels by Robert
W. Chambers, the artist-father was
fond of saying to his daughters that
"art to be art must be artless." To my
mind, that is worth remembering. And
on that basis, I do not think there is
any real danger of over-sophistication
in advertising art. The bizarre and the
extreme consciously used for the sake
of mere attention-getting will not do.
For art is no longer an esoteric sub-
ject. The thing to remember is that
the public at large has been "let in on
it."

The alert advertiser of style products
long ago recognized this. He was per-
haps the pioneer in the trend toward
sophistication in advertising art. Today
we see the trend broadened to include
practically the whole field of advertis-
ing from breadstuffs to motor cars. It
represents something more than a mere
desire to be different or "smart." It
is talking to the new generation in
their own terms. There is a neiv gen-
eration, a new standard of taste, a new
sophistication. The shrewd advertiser
is "cashing in" on it.

Making the Factory a
Tool of Production

[continued from page 22]

make talking machine cases, that I
shall not register astonishment if and
when I encounter an order of lace
doilies going through a steel mill.

Some four years ago the H. B.
Rosenthal-Ettlinger Co. decided that its
factory could not be an entirely effi-
cient tool so long as it was expected to
make mackinaw jackets, young men's
suits, odd trousers, overcoats, boys'
suits and children's clothes. They had
figures which showed them just how
far the plant was falling below perfec-
tion under those conditions. They de-
termined to make of the factory the
most efficient kind of a one-purpose
tool, adapted to making boys' suits of
eight models and nothing else. The
necessary changes in machinery and
arrangement were made. Costs at once
dropped thirty per cent and seasonal
operation was eliminated.

Considering a factory as a tool, the
workers are important cogs. The most
effective cog is that which has but one
thing to do. These clothing manufac-
turers knew this; it was one of the
considerations that led them to change
their manufacturing policy.

Under the old plan workers would be
on suits for a few weeks and then
would change to overcoats, pants or
mackinaws. For several weeks after
the change their production would be
less than half the standard. Merely to
change the size of a button which an
operator is sewing on a garment will
cause her output to drop from twenty-

December 1, 1926

ADVERTISING AND SELLING

Now OVER

500,000

Effective November 24, The Weekly Kansas
City Star will take over the circulation of
the Weekly Globe -Democrat west of the
Mississippi River.

WITH the addition of 115,000 subscribers,
due to the purchase of the Weekly Globe-
Democrat's mail list west of the Mississippi,
The Weekly Kansas City Star now offers adver-
tisers a total circulation of more than 500,000 paid
copies each issue — the largest farm weekly in the
world !

More than half a million circulation in the richest
agricultural section of America!

CIRCULATION

By States

Missouri 194,601

Kansas 100,870

Oklahoma 56,616

Arkansas 47,867

Iowa 44,488

Nebraska 26,073

Colorado 14,163

Other States .... 44,139

TOTAL 528,817

No Increase in Advertising Rate

Five hundred thousand circulation at an adver-
tising rate scaling from $1.25 a line down to 75
cents a line.

The supremacy of The Weekly Kansas City Star
in Missouri and Kansas has been augmented par-
ticularly. The Missouri circulation now totals
nearly 200,000 subscribers; the. Kansas circulation
more than 100,000 subscribers — 300,000 subscribers
in the two states !

See the revised circulation by states in the col-
umn to the left. It tells the story of amazing sales
opportunity in an aggressive, progressive territory
where two-thirds of the entire population is rural.

Make reservations now for winter and spring.
Get your share of business from this three thou-
sand million dollar market.

Over 500,000 Paid-in -advance Circulation

Chicago Office, 1418 Century Bldg.

New York Office, 15 East 40th St.

ADVERTISING AND SELLING

December I, 1926

Change places with the

SIT in the chair of the real buyer in Industry. See
Industry through his eyes. Study the things which
influence him. Run down the sources of his infor-
mation.

No matter how else he may keep contact with the
developments and trends in his Industry, he is almost
certain to place great reliance on the McGraw-Hill
publication which speaks for the Industry of which he
is a part.

What is back of that confidence? Editorial
integrity is the foundation of it. Editorial
alertness, editorial accuracy, editorial initia-
tive, editorial helpfulness are contributing
factors.

When the naval ammunition depot exploded
at Lake Denmark, sacraficing lives and mil-
lions of dollars of property, two McGraw-
Hill publications pointed to fundamental
engineering faults which magnified the de-
struction. Public safety is the first considera-
tion of the engineer and conscientious editors
cannot be indifferent to practices that fail to
recognize this fundamental.

When Miami was staggering from the effects

of a devastating storm, and wild stories were
spread of the structural damage done, a
McGraw-Hill engineering editor was dis-
patched to the scene for an accurate report
and for lessons in construction which the
storm revealed.

When a non-technical business man was ap-
pointed Director of the U. S. Reclamation
Service, a McGraw-Hill publication gathered
and compiled information that proved the
need for an experienced engineer in that im-
portant position. Other agencies took up the
cudgels and an engineer again heads the Re-
clamation Service.

Another McGraw-Hill publication is stimu-

December I, 1926

ADVERTISING AND SELLING

INDUSTRIAL BUYER

— for a while

lating enthusiasm and furnishing helpful sug-
gestions to the electric railway industry
which is helping itself by recognizing the
modern demand for more attractive and more
comfortable street car service. Witness, since
this co'operative campaign was inaugurated,
the staging in Cleveland of the largest and
most enthusiastic electric railway convention
held in the history of the industry.

With the radio the nation's plaything, and a
conflict of the air imminent, a McGraw-Hill
publication has made a thorough study of the
bills before Congress for control of the air.
Out of this study has come staunch support
of the one bill which, with amendments, will
insure to the radio public continuance of the
high-class broadcasting which has made the
radio a national benefaction and created a
new industry.

Fearless, alert, thorough, accurate, often
prophetic, these publications voice the sound

thinking of their industries. Men of industry
welcome them and read them.
* * * *

On the other hand, it is the same sort of
initiative and helpfulness that McGraw-Hill
Marketing Counselors manifest in pointing
out the need for and the formula by which
elimination of waste in selling to industry
can be accomplished. This formula, now
widely known as the McGraw-Hill Four
Principles of Industrial Marketing, embraces
the following fundamentals :

i — Determination of worthwhile markets

2 — Analysis of their buying habits

3 — Determination of direct channels of

approach
4 — Study of effective sales appeals

Any manufacturer may, with benefit, apply
these principles to his own selling. Help and
data are freely and fully available through the
nearest McGraw-Hill office.

Editorial Reader Interest

108 McGraw-Hill staff editors, drawn from industry
and trade, know the needs and trends of the fields
served by McGraw-Hill Publications.

These editors are located at 9 strategic centers and
travel 700,000 miles a year through industry.

In addition more than 3,000 industrial specialists
regularly contribute editorial articles on progress and
developments in their special fields.

A staff of 467 special news correspondents rounds
out a complete editorial service to McGraw-Hill sub-
scribers.

Advertising Reader Interest

105 advertising salesmen, whose first function is to
advise on marketing problems, interpret buying habits
and buying problems of industry to McGraw-Hill
advertisers.

36 seasoned advertising planners and writers and 20
artists, trained in the appeals and mechanics of indus-
trial advertising, co-operate with manufacturers and
advertising agencies in making the advertising pages of
McGraw-Hill Publications interesting and appealing to
the industrial buyer.

McGRAW-HILL PUBLISHING COMPANY. INC.. NEW TORK. CHICAGO. PHILADELPHIA. CLEVELAND. ST LOUIS. SAN FRANCISCO. LONDON

McGRAW-HILL PUBLICATIONS

45,000 Advertising Pages used Annually by 3,000
CONSTRUCTION & CIVIL ENGINEERING

ENGINEERING NEWS-RECORD
SUCCESSFUL CONSTRUCTON METHODS

ELECTRICAL

ELECTRICAL WORLD JOURNAL OF ELECTRICITY

ELECTRICAL MERCHANDISING

INDUSTRIAL

AMERICAN MACHINIST INDUSTRIAL ENGINEER
CHEMICAL & METALLURGICAL ENGINEERING

POWER Edi!i<m>

manufacturers to help Industry/ buy more effectively.

MINING

ENGINEERING & MINING JOURNAL
COAL AGE

TRANSPORTATION

ELECTRIC RAILWAY JOURNAL
BUS TRANSPORTATION

OVERSEAS

INGENIERIA INTERNACIONAL
AMERICAN MACHINIST

RADIO

RADIO RETAILING

CATALOGS & DIRECTORIES

ELECTRICAL TRADE CATALOG

ELECTRICAL ENGINEERING CATALOG

RADIO TRADE CATALOG

KEYSTONE CATALOG KEYSTONE CATALOG

(Coal Edition) (Memi-Quarru Edition)

COAL CATALOG CENTRAL STATION DIRECTORY

ELECTRIC RAILWAY DIRECTORY

COAL FIELD DIRECTORY

ANALYSIS OF METALLIC AND NON-METALLIC

MINING. QUARRYING AND CEMENT INDUSTRIES

ADVERTISING AND SELLING

December I, 1926

Planned
Advertising

The test of a

sound
advertising plan

WHEN a plan for your ad-
vertising is submitted by an
advertising agency, how can you
be sure that its recommendations
are sound?

If those recommendations are
in the form of advance ideas
submitted on speculation, they
are usually only opinions or
"desk inspirations." The agency
does not do a thorough job be-
cause it is working on specula-
tion.

Under our Plan method you
are certain of a thorough job.
Before we reach any conclusions
or make any recommendations
we conduct a thorough investiga-
tion of every factor bearing upon
your advertising.

What do consumers and
distributors say?

Groups of consumers are inter-
viewed to ascertain every possi-
ble selling point about your prod-
uct direct from the people who
use it. Retailers and jobbers are
approached for outside view-
points on your trade policies.

Then, with a first-hand under-
standing of your product and
your selling problems, we build
your plan. When we present our
recommendations we present the
essential facts of our investiga-
tion and study.

Those facts form the test by which
you can determine the soundness of
the plan. You can judge intelligently
whether our copy ideas will meet the
viewpoints and attract the interest of
the consumer. You can see clearly
whether our merchandising sugges- f}
tions fit in with the attitude of the *5
trade toward your product and your fi
advertising. ir

The plan must convince |
you

For the plan you pay us a nominal
fee, which is agreed upon in advance
Beyond that there is no obligation
You need not engage us to do your
advertising unless the plan convinces
you that it is sound, logical and based
upon the actual market facts.

May we send you
obligation a copy
Preparation of a
Plan," by Mr.

u without Tl

of "The I

Marketing F

HoytT ii

;> CHARLES W. HOYT COMPANY,

£? Incorporated

5j 116 West 32d St., New York

if? Boston Springfield, Mass.

5 Winston-Salem, N. C.

\ PLANNED ADVERTISING 2

j Rto. V. S. Pal. Oil. g

five to fifty per cent. She becomes ac-
customed to handling one size, but for
several days after a change of size
she fumbles and loses her dexterity.
By the time she gets back her cus-
tomary skill a new lot of garments
comes along and she has to begin all
over again. Under the new plan the
button sewer sticks to one size and kind
of button indefinitely, and gets the
high speed and smooth operation that
any part of a good machine must have.
And what is more, the "monotony," if
you choose to call it that, is actually
pleasing to her. A worker likes to be
skillful — fumbling and bungling is dis-
tasteful — and besides it cuts into her
piece-work earnings.

THE American Radiator Co. has
found that it pays to have separate
plants for special products. For one
thing, few production executives are
such supermen that they can master all
of the details of manufacturing widely
different products. There is too much
to know about any one product if it is
to be truly skillfully made. Therefore
the American Radiator Co. makes
'boilers for heating plants in a factory
which makes nothing else. It even has
separate factories for making various
styles and sizes of radiators. Thus
each factory is a tool designed to do
only one thing, but to do that to the
best possible advantage.

Sometimes there are advantages to
be had from a big plant, but care must
then be taken to see that each product,
if there is more than one, shall be
made in a factory especially designed
to make it.

Take the Electrical Refrigeration
Co., a recent consolidation of the Nizer
Co., which makes electrical refriger-
ating plants for soda fountains, etc.;
the Kelvinator Co., which makes house-
hold electrical refrigerators; and the
Leonard Co., which makes the actual
ice boxes in which the Kelvinator
equipment is installed.

The concern is erecting in Detroit
a large crop of plants. But because
there is a difference between the equip-
ment used in the Nizer and the Kel-
vinator product, each is made in a
plant which is completely separated
from the other. Both are electrical re-
frigerators, and to the layman the
products would seem to resemble each
other sufficiently to warrant the same
workmen and executives handling
both.

Yet there is enough difference to
make it desirable to keep them under
separate roofs. In this way each
group of men learns to do a limited
number of things exceedingly well.
The machinery and equipment is de-
signed to work on one particular thing
to the best advantage, and is not, as
it would otherwise have to be, a com-
promise which suits neither product
perfectly.

The ice boxes are made in a factory
at Grand Rapids, the town which spe-
cializes in wood-working, where compe-
tent workmen are available. This

Your
Salesmen

should have as good tools
as these —

ROHS-ROfCE

Howe Furmij-hinc
v Review

May We Submit Specimens
for Inspection Purposes?

THE H. R. HUNTTING CO.

Worthington Street
SPRINGFIELD, MASS.

December 1, 1926

ADVERTISING AND SELLING

This Yellow Box Is a Mark of Progress

The picture shows the home of A. P. Besser on the Elkhart road
eighteen miles north-east of Des Moines. In front stands one of The Register and
Tribune Yellow Boxes ... a milestone of progress, one of the things that has
drawn rural life into closer contact with city life and made farm residences less
isolated.

The telephone, the automobile, the R. F. D. and the Yellow Box make

farm homes within 50 to 60 miles of Des Moines almost part of the city itself.

The Yellow Box is used exclusively for the delivery of The Register
and Tribune. The paper is dropped into these Yellow Boxes almost as soon as it
is delivered in Des Moines — delivered by exclusive Register and Tribune motor
carriers whose sole business is to get the papers to farm homes as soon as they
come from the presses.

Every Yellow Box is in front of a wide-awake farmer's home — a farm-
er who knows what is going on in the world as soon as his city neighbors.

The daily circulation of The Register and Tribune now
exceeds 190,000 . . . larger than the combined circula-
tions of all the nineteen other daily newspapers published
in the center two-thirds of Iowa.

ADVERTISING AND SELLING

December 1, 1926

What a testimonial
of reader interest
—all of them MEN

— MEN of high average character
— MEN oi high average intelligence
— MEN of high average means

—MEN who can, and do, buy goods cf the highest grade, es-
v pecially goods advertised in

The Magazine They Own

Jj —a magazine which they themselves built — the best written, best

» edited, and best illustrated Masonic magazine ever produced —the

♦) Official Magazine of their own Grand Lodge.

60% in Metropolitan New York

$ The other subscribers, outside the Greater City, reside in New

ft York State, except for a small number of non-resident members

«) of New York Lodges.

New Advertising Rates

$ are less than $3 per page per thousand of paid circulation. Wise

* advertisers will get the present rate card and order 1927 space now

« thereby protecting themselves against a possible increase in rates

W which the final returns of the campaign may make imperative.

The NewYot%

1 Masonic Outlook

■

71 West 23rd Street New York City

V Shepard G. Barclay, Business Manager ^ Gramercy 4865 (r

AUTHORITY

have been an
lathe medium of
:ion for centuries.

Mechanical

■idvertising
Books

by virtue of llielr

Ml inn nil, lilt 111'

Mil 'lualitv uilh
-itt i ail lull Tiny
sell merchandise.

I Leaf Turning
$71.50

8 Pages

3 Leaves Turning
F.O.B. Factory
$125.00

Write tor descriptive circular and quantity discounts
CHFITFR MECHANICAL r> f\ | M ^
" nM ■ tK ADVERTISING 00.,lf1C.
430 West 45th St. New York. N. Y.

wOME set type to
fill in space. Some
set type to keep
busy. Some set type
to have a job. We set
type to sell goods—
and it costs no morel

Write for booklet
E. M.

Diamant

Typographic Service

195 Lex. Ave. CALedonia 6741

plant makes nothing- but ice boxes. The
ice boxes are shipped to the Detroit
factory, where the electrical and other
equipment is installed. One reason for
not making the boxes at Detroit is
that Grand Rapids is near the source
of the raw material, wood, and it is
cheaper to ship finished boxes than
sawdust.

If they were made at Detroit, a large
part of the lumber on which freight
would have to be paid would end as
sawdust.

What do we learn from all this?

In every industry there are a few
progressive concerns which realize that
a factory must be designed from every
angle to be a perfect tool, specializing
on doing a single thing as well as it
can be done.

No compromise, Jack-of-all-trades
aggregation of machines and men will
do, they know.

These concerns are able to manufac-
ture cheaply and well. It is only a
question of whether the others will
choose to get in line or to get out of
the business.

Are You Making Your
Product Too Cheap?

[CONTINUED FROM PAGE 211

their lower-priced merchandise has
moved more slowly than last year in
comparison with the better grade goods.
Actual distrust of low-priced merchan-
dise has been developing among con-
sumers, with the result that trade-
marked goods has secured the benefit.
The proportion of trade-marked wom-
en's garments is now higher than it
ever was, and the average dress sale
represents a higher amount than ever
before.

The store-wide sale, featuring mer-
chandise at lower prices, is being pub-
licly deplored and deprecated, and this
is also a sign which way the wind
blows. Department stores see the ne-
cessity of developing a reputation for
standard quality goods all the year
around, rather than the encouragement
of the bargain sale spirit among con-
sumers. Such bargain sales, based on
"distress merchandise," are also un-
der fire; and, as a matter of fact, job
lots of merchandise are less available
today than ever, since they, too, are
an unsound factor in merchandising.
The high mark-up in the beginning
of the season and the selling
out at cost or below at the end of
the season, is a system of merchandis-
ing which cannot bear critical analysis.
Some of the industries which seem to
be having trouble might well look into
this matter of mark-up, for the retail
distributors in some of these lines use
a much higher mark-up than is sound
or logical. Public confidence is not en-
couraged by such practice, and con-
sumption is not widened, as it is when

December 1, 1926

ADVERTISING AND SELLING

urea-H-nfteences

are boostintfOklahoTna sales

Oklahoma City, geographical, financial, jobbing
center of Oklahoma, is teeming with activity.
Building activity is intense. Manufacturing
employment averages 8% above last year —
payrolls 10% higher. All of Oklahoma's di-
versified activities are making business good
in Oklahoma City.

Enid, Oklahoma, one of the cities of Okla-
homa City's A. B. C. trading territory, is pro-
nounced by Babson the "best business city in
the United States." Enid is feeling directly
the benefits of Oklahoma's greatest wheat crop,
second to only one other state.

Oklahoma City, long the geographical center
of the mid-continent oil fields, now is activated
by the largest producing oil field in the state.
Seminole — Earlsboro — fifty-two miles east of
Oklahoma City, are pouring millions of dollars
in new wealth into the Oklahoma City market.

Meanwhile. Oklahoma's farmers have pro-
duced a crop $27,000,000 greater in value than
that of last year, guaranteeing intensive buying
throughout the agricultural regions of the
state, and making doubly sure the productive-
ness of advertising in the Oklahoman and
Times, which thoroughly and alone cover this
great central area.

Circulation
Daily
146,000

o^Daily Oklahoman
Oklahoma City Times

thoroughly and a/one^^zS^f^^lj 6 OMahom aCity Market

Represented by E. KATZ SPECIAL

New York Chicago Kansas City Dct

Circulation
Sunday
88,000

ADVERTISING AGENCY

Atlanta San Francis

ADVERTISING AND SELLING

December 1, 1926

Check-Lists Count
for Half the Battle

Here's where we echo Mr. Shaw

Ten years ago Mr. A. W. Shaw, of "System," wrote a book out-
lining the functional approach as the logical road to solving any
business problem. This systematic approach he split into four
steps (the description is ours, not quoted) :

1. Forgetting personal likes and dislikes — never minding
whether logical changes might upset comfortable habits-
looking only at the greatest good of the greatest number.

2. Cutting each big problem into all the little ones that make
it big — making a check-list.

3. Listing "pros and cons" at every point.

4. Standing off and taking a fresh, impartial look in prepara-
tion for a detached, well-balanced judgment.

Our sentiments, exactly, and the only method we know how to
use in tackling problems in advertising relations and management.
Twenty-three years ago, as a freshman agricultural student, Lynn
Ellis had the check-list system wished on him and he has never
been able to get away from it.

A blind man feels the elephant at one point and immediately knows
all about it. But your expert livestock judge sees his animal
from many viewpoints before he reaches a conclusion.
He cuts his subject first into major essentials — trueness to breed
or type, conformation and soundness, condition, temperament and
so on. He splits these into minor points, assigns a proper weight
to each and builds up a composite judgment step by step accord-
ing to a predetermined score card.

Fortunately for the student and for the welfare of the live-
stock industry, master judges long ago agreed on standard points
and weights for almost every breed and block type. The be-
ginner has had his check-lists to begin on.

Quite as unfortunately, both the student and the business of ad-
vertising have been shy on check-lists. Personal likes and dis-
likes have settled many a problem for want of a handy way of
applying the second and third steps of Mr. Shaw's outline.
Lynn Ellis, Inc., can't enforce the detached state of mind but
can supply it, and in "Check-List Contracts for Advertising Ser-
vice" it offers a whole bookful of handy lists on which to build
the service agreement, the service organization and both cost and
filing systems.

What Craig's "Judging Livestock" was to the animal husbandry
world of twenty years ago, "Check-List Contracts" is to the ad-
vertising business-profession of today, the one book that should
be in every desk from that of yearling cub to general manager.
Mr. Shaw presents the proper plan of attack — our book presents
the concrete working forms. Whether or not you render unto
him the order that should be his, send ten dollars today for
"Check-List Contracts."

Room 346, Desk C-9
One Madison Avenue

LYNN ELLIS, Inc.

Advertising Relations

and Management

NEW YORK

We are the producers of some of the
oldest and most successful house
organs in the country. Write for copy
ofTHtWiLLiAM FeatherMagazine.

The William Feather Company

605 Caxton Ilniltl inji :: Cleveland, Ohio

HOTEL

EMPIRE

New York's newest and most
beautifully furnished hotel -
accomodating 1034- Quests

Broadway at 63-Street.

ROOM WITH PRIVATE BATH-
$350

quality goods are sold uniformly at the
standard mark-up. The "trading-up"
movement is, therefore, thoroughly
worthy of encouragement in many
fields and is constantly receiving new
supporters.

THE trading-up movement is a very
timely accompaniment to the Amer-
ican principle of mass production and
low price, because there is a tendency
to grade down when price no longer is
the main buying incentive. In discus-
sion of this subject with me recently,
a research man brought out the inter-
esting example of the Ford car, which
appears to be entering a trading-down
phase, to its own detriment. Whereas
Ford once had 52 per cent of the auto-
mobile volume, it is expected he will
drop below 40 per cent by the end of
1926; while the General Motors Corpo-
ration, on the other hand, moves up to a
higher proportion than ever. The rea-
son is obvious: The public wants a
better car, and other automobile manu-
facturers are providing it; the power of
price reductions alone to sell cars has
now reached a stalemate. People want
the best price possible, of course, but
there has been a wide spreading of the
great merchandising truth, known for
centuries by discriminating buyers,
that an article may be dear at one dol-
lar and cheap at five dollars, when
quality, satisfaction, length of service,
style, beauty and design are con-
sidered.

The deciding factor has been a larger
margin of money to spend by the av-
erage woman. Young wives and moth-
ers are today more sophisticated, more
metropolitan, more up-to-the-minute.
This is demonstrated by the complete
renovation and grading-up in the past
decade of two or three of the largest
women's magazines. Whereas once
they catered to the "middle class"
woman, who was supposed to be more
conservative, less willing to follow
snappy style and smart ideas, the dis-
covery was made that a magazine for
this supposed class of women cannot
hold its place, for this class has dis-
tinctly moved up in smartness, wealth
and outlook on life. So the editors have
had to "trade-up" their editorial goods :
their articles, pictures, fashions and
point of view.

They would be laughed off the
newsstands if they printed the kind
of household hints once published in
their pages; pinching ideas of econ-
omy, homely makeshifts, rococo design
and mediocre or low quality standards.

It cannot be done today — not alone
by magazines. It can be done neither
by the advertisers in those magazines
nor by the distributors who actually
sell the goods.

We are in a different era, and it
seems difficult to wake some people up
to it.

We must, all of us, trade up, set
new standards; for the economic world
has moved ahead more notches in the
past six or seven years than it prob-
ably ever moved in ten times that
period in the past.

December 1, 1926

ADVERTISING AND SELLING

AD ASTRA PER ASPERA\

( To the Stars in Spite of Everything )

"Keep her headed for that star," said the captain to a green hand at the
wheel, pointing to the North Star. "I am going below to get some sleep."
By and by he was awakened by a pounding on the door.

"Captain, come up quick, and give me a new star. I've passed that one."
Sometimes a manufacturer, with a definite objective all set for his adver-
tising, is diverted imperceptibly and unconsciously by various influences until
he is going in the opposite direction and wants a new star. When, what he
needs is to get back on the course again, and drive steadily for the old star.
Whatever the North Star of a business may be, the only way to get
near it is to keep the advertising headed doggedly in that direction. There
is little chance of passing it, but much chance of straying from the course
in pursuit of less desirable immediate markets.

% d 7

CALKINS £> HOLDEN, Inc.

PARK AVENUE ■ NEW YORK

CITY

me OPEN FORUM

Individual Views Frankly Expressed

Two Letters; Two Viewpoints

PAGE twenty-six of the Nov. 17
issue of your publication exceeds
the bounds of good taste, in my opinion.
Had this wise crack been credited to
one of your contributors some of the
sting might have gone out of it.

I have no interest in any of the ad-
vertisers whose advertisements are re-
produced. Both the Cheney Brothers
and the Black, Starr & Frost adver-
tisements involve advertising principles
which have been used off and on for
twenty years to my recollection.
Harrison J. Cowan, Advertising,
735 Park Avenue, New York.

THERE is so much going on in this
advertising business which smacks
of thinking of the other fellow's stuff,
that it is a relief to see it spotlighted
without fear or favor.

Now if the imitating parties would
just take these pages and show them
to their clients who, perhaps, said,
"You know I like that blank advertis-
ing — why don't we do something like
that?" — then the circle of correction
would be complete.

Do some more things like this.
Larry Shenfield
Pedlar & Ryan, New York.

The article to which these two letters
refer was a short feature entitled, "As
Jimmie Said to Oscar." Several recent ad-
vertisements were reproduced, various mem-
bers of which seemed to show marked
similarity to other members in layout,
illustration or copy motif. The writer's
implication, obviously, had to do with the
inspiration of the later insertions. — Editor.

The Problem of the Future

THE interesting article by W. R.
Hotchkin in your Nov. 3 issue cer-
tainly suggests some pretty sober
thinking in the matter of the ultimate
future of space advertising. I feel
sympathetic to the suggestion of Mr.
Hotchkin that one of the tendencies to
offset higher advertising rates will be
smaller space units. However, it
would seem as though that were only
a partial answer to the problem of the
future.

The basis for much advertising copy
today is an explanation, or argument,
or reason why, and it is readily con-
ceivable that such copy oftentimes could
not be condensed into the smaller space
units. Obviously, that presents new
difficulties for some advertisers.

Again we might visualize the future
tendencies to be a more effective and
intensive use of direct advertising with
an improved development of the poster
type of advertising (billboards or car

cards, etc.) and particularly window
displays at the point of purchase.

Certainly, one point stands out, and
Mr. Hotchkin has clearly indicated it —
the use of the advertising space, as
rates increase, will have to be more
effective than ever and perhaps the pre-
mium for preferred position will be-
come greater than ever.

Lee H. Bristol,

Bristol-Myers Company, New York.

Price Cutting Legislation

IN reference to the price-cutting war
between E. R. Squibb & Sons and the
Owl Drug Company, no doubt it sur-
prised many of your readers to learn
in your November 3 issue how very
acute price-cutting can become.

To those who have been studying this
price-cutting situation it is not surpris-
ing, as this particular instance is just
part of a price-cutting war that is go-
ing on all over the country with ad-
vertised, branded articles. This instance
is just a case where the price-cutter is
getting bolder and bolder — and why
not? The Federal Trade Commission,
together with the court decisions, have
about stripped the manufacturers of
any rights or protection in maintain-
ing a resale price on advertised,
branded articles, so they have become
the football and bait of retailers who
want to build a reputation as price-
cutters.

It must be evident to those who read
your articles that Squibb, in fighting
the Owl Company by having indepen-
dent retailers under-cut, such a method
can only be used by a financially very
strong company, and even then there
could te a limit to that, no matter
how strong it is. There are other
phases to this method of fighting price-
cutters that are fundamentally and
psychologically wrong, but it does not
seem wise to discuss this side of the
case.

Isn't it time the publishers, adver-
tising agents and advertising men in
general woke up to the very grave
danger of this situation, for it would
seem obvious from this individual situ-
ation that manufacturers of advertised,
branded articles are having their busi-
ness structures cut from under them.

With the rights of contract between
buyer and seller actually taken away,
with chaotic legal decisions on the sub-
ject staring us in the face, what can
we turn to for protection?

So far as the writer is concerned,
there is only one thing left and that is
to get the Capper-Kelly Bill passed as

soon as possible by Congress. This
means untiring effort, for "when men
have ceased to be prepared to fight, if
necessary, then the Government's
greatest incentive to try to do right is
removed."

If you want to know more about the
Capper-Kelly Bill, white to Congress-
man Clyde Kelly for his speech made
before Congress in June, 1923 — every-
body interested in the sale of branded,
advertised articles should read this
speech, as it is a masterpiece on price-
cutting and advertising, and everybody
should get posted, then get into this
fight intelligently. W. A. Ansley,
Chairman Cooperation Com.,
American Fair Trade Assoc,
New York.

Competition in Space

YOU are to be congratulated on the
article, "Higher Advertising Rates
— Smaller Space Units," by W. R.
Hotchkin, that appeared in your Nov.
3 issue.

Mr. Hotchkin hits the nail on the
head when he calls attention to the
competition among advertisers for dom-
inance through space volume. Should
this present tendency be carried too
far, it is reasonable to predict that
many boards of directors will not be
as willing to vote the vast sums re-
quired to continue the space competi-
tion beyond a certain point. All ad-
vertising interests may well study the
problem presented by Mr. Hotchkin be-
cause all of us are in the same boat,
whether we own publications, run
agencies or are manufacturers using
advertising to promote sales.

E. T. Hall, Vice-President,

Ralston Purina Company,

St. Louis, Mo.

Advertisement Writing

LYNN SUMNER is on sound and
safe territory in his article on
copy writing.

Advertisements are novelettes of
trade and there should be no difference
between the appeal in advertising copy
and that of other forms of persuasive
literature.

I believe that the trained advertis-
ing writer, however, is quicker to
absorb data than the unlearned in ad-
vertising practice. The average per-
son with small facility for writing
labors excessively and cannot achieve
the production necessary to earn a live-
lihood in this liveliest of the arts.
James Wallen,

New York.

■<rnQ.

•(2>-ro..

December 1, 1926

ADVERTISING AND SELLING

Their Shopping Radius Was About 15 Miles

^but that was years ago

AM going to attempt to view the sit-
uation from the standpoint of a sales-
' man facing conditions a decade ago.
What was the general situation? There was
the business center with its various industries
and great varieties of things to be chosen
from. There were smaller centers further up
and here is what the buyer had to face: If
he lived in the country, he probably had to
hitch up his horse and drive to town. If he
wished to come to a center like St. Louis, he
had to catch the train at the convenience of
the train schedule. If his horse could make
an average of seven miles an hour, it was do-
ing first rate. If he wished to come to a small
center, after driving in from the country, he
might not be able to get just exactly the kind
of things he wanted in the local store. His
wife might know that the styles were not up
to date, but on account of the trouble of
catching the train into, say St. Louis, where
they could get the things they would rather
have, they had to take what was on the local
merchant's shelf.

"The improvement of transportation has made
of a territory, not a city with sub-centers and
a country, but the whole territory a city. Mr.
Leutert has brought to you very vividly the
close relationship between an outlying terri-
tory and a center through the interurban.
Transportation has been developed by the rail-
road to a point where deliveries are imme-
diate. It was very interesting to hear the
statement that if an order is received by 9:00
o'clock it can be filled in St. Louis the same
day. That is true of shoes, clothes, hats and
all of the other commodities in which we are
interested. The railroads and the interurbans
are delivering those things practically as or-
dered and when needed. Then again, there are
the bus lines. A man can take that bus line
a half a mile from his door and come into a
center. ", , . , A man can get into his ma-

-Today

As William McChesney
Martin, chairman of
the Board of the Fed-
eral Reserve Bank of
St. Louis, has said:

"The imp
transportation h<
of a territory, nt
with sub-centers
country, but th
territory a city.'*

t of
made

-and here

is the familiar map o
such a "city plus."

just

This is St. Louis' m
—known as The
State.

arket
49th

Highways and rail
and interurbans hav
tended the radius tc

roads
150

chine, and just as fast as the speed limit per-
mits, can go to a center and return home in
a short space of time. . All of these things
work together to bring about a great change
in conditions the salesman must face."
The foregoing is quoted from an address
made on October 1, 1926, before the Sales
Managers Bureau by William McChesney
Martin, Chairman of the Board of the Federal
Reserve Bank of St. Louis, serving the Eighth
Federal Reserve District.

Mr. Martin's contrast between the markets of
yesterday and today demonstrates in a strik-
ing way the development of our own St Louis
markets.

Here is the picture:

The 49th State with its radius of 150 miles,
as against the limited markets of horse-and-
buggy days.

Railroads, interurbans, highways, busses bring-
ing The 49th State towns to the St. Louis
City Limits.

And what does this outlying territory in The
49th State offer?

4,206,516 people. . . . Five times as many as
in St. Louis.

$11,666,375,000 purchasing power to supple-
ment St. Louis' $8,949,726,000.
And we know that more than a million of
these people are coming into St. Louis every
month on shopping trips and pleasure trips.
What wonder that St. Louis merchants are
developing this out-of-town trade! Here is
The Globe-Democrat, reaching out, as no
other medium can, to bring this trade to St.
Louis. ... A newspaper which has kept pace
with this development — indeed, has been a
primary factor in bringing it about.
.... This, certainly, is the logical medium
for the advertiser who looks beyond the
"horse-and-buggy" trade boundaries.

M 1 i)uir,(['»lol»c ^Democrat

The Newspaper Which Has Developed The 49th State

C. Ceo. Krogness San Francisco

Dorlaud Agency, Lid London

Detroit

ADVERTISING AND SELLING

December 1, 1926

Owens Staple-Tied Brush
Company have doubled their
Oral Hygiene schedule for
1927 because of the volume of
enquiries received from O. H.
in 1926, say Chas. F. Dowd,
Inc., their advertising agents.

ORAL HYGIENE

Every dentist every month

1118 Wolfendale Street, N. S.
PITTSBURGH, PA.

NEW YORK: Stuart M. Stanley, 62 West 45th

St., Vanderbilt 3758
ST. LOUIS: A. D. McKinney, Syndicate Trust

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

Montgomery St., Kearny 8086

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

Interviewing Solicitors

[CONTINUED FROM PAGE 40]

Telephone In Advance

WE naturally have a great many
callers at this plant, men repre-
senting a great variety of publications.
Insofar as it is possible we arrange to
see each man promptly. If we are un-
able for any reason to see a man, we
endeavor to make another appointment
for him.

Our feeling is that we hope that our
sales representatives will have a chance
to tell their story to the people on
whom they call and for that reason we
hope to extend to every representative
who calls upon us a like privilege.
There is much to be gained through
contact with representatives and per-
haps it is a sort of enlightened selfish-
ness to want to see all of them because
every man can profit by the informa-
tion which the other fellow has.

A good salesman does not make a
nuisance of himself in relation to his
calls. If he does he isn't a good sales-
man.

We have found that by recommend-
ing to representatives that they tele-
phone in advance and arrange for ap-
pointments the whole situation is con-
siderably improved. It has not been
our experience that the representatives
of legitimate publications take up an
undue amount of time. It is the fellow
who is trying to get advertising for
programs and for special issues of
more or less undesirable publications
and others of that kind who takes up
a lot of unnecessary time.

C. E. T. Scharps, Dir. of Adv.

Chrysler Sales Corporation,

Detroit, Mich.

Solicitors Should Be Seen

WHEN a man engaged in any line
of work is busy at anything, it
is only natural that he doesn't like to
be interrupted by frequent calls of any-
body. If he is busy (and most adver-
tising men are), he must find time to
attend to the duties of his department;
otherwise he will not function properly.
But to tell advertising solicitors that it
will be necessary to close the Adver-
tising Department for business if they
continue their calls is not any solution
of the problem. What a bad thing it
would be for business in general if all
business adopted such a ruling. Think
what it would mean in our business,
with 1600 representatives in the field.
I think the trouble often lies with the
advertising manager himself. My ex-
perience has been that the average man
doesn't know how to deal with the so-
licitor quickly, honestly and with the
minimum of effort. The average ad-
vertising manager hates to say "No."
He puts the solicitor off with some such
expression as "Call again the next time
you are in this vicinity," or "It will be

thirty days before we can give you an
answer." The time of an advertising
solicitor is just as valuable as that of
the advertising manager. Many a vis-
itor can be handled over the telephone
if the advertising manager only uses a
little common horse-sense and courtesy.

I have seen advertising managers
keep solicitors in the hall-way waiting
for fifteen minutes, half an hour, even
an hour. What right has an advertis-
ing manager to put himself on a pedes-
tal where he can feel that because he
is handing out advertising he can treat
visitors as discourteously as some men
treat them? I have always had the be-
lief that advertising solicitors can
teach me something; that, if I miss
seeing one, I might miss some good idea
or some valuable information.

Now it is true that advertising so-
licitors themselves are to be blamed in
many cases for wasting the time of
advertising managers or of their as-
sistants. They themselves could cut
down their calls to a few minutes in-
stead of stretching them out.

I am heartily in sympathy with Mr.
Lemperly, of The Sherwin-Williams
Company. My remarks do not apply to
him. I know just what he goes through
and I certainly do not pretend to ad-
vise him how to run his business any
more than he would think of advising
me how to run my job. If a man is
going to do his job right, he has to
have time in which to do it. In my
position I do not have as many repre-
sentatives call as would a concern deal-
ing in some every-day commodity. But
there are plenty of them that do call,
and I always try to give them a wel-
come and a hearty handshake, even
though it may be necessary to say, "I
though it may be necessary to say, "I
want you to excuse me. Sorry I cannot
give you an order," etc.

E. D. Gibbs, Advertising Director

The National Cash Register Company,

Dayton, Ohio.

Set a Certain Period

THE problem described in my friend,
Lemperly's letter, is a real one.
We have not gone so far as to leave
entirely to our agency the interviewing
of publishers' representatives, because
we feel that a good representative con-
tributes to our own education. We have
tried to systematize that part of our
work, however, by limiting calls to the
afternoon and by insisting that inter-
views be business-like, well organized,
and as brief as possible.

The chief advantage in setting a cer-
tain period for calls is that work re-
quiring concentration is then uninter-
rupted.

O. C. Harn, Advertising Manager

National Lead Company,

New York.

December 1, 1926

ADVERTISING AND SELLING

or instance

take OHiO

"PHE steady growth of Power as a selling
-*■ force is well illustrated by Ohio.

Three years ago, Power had 1795 subscribers in
Ohio, distributed in 996 industrial plants and
central stations.

Today, Power has 2312 subscribers in Ohio,
distributed in 1422 units. In other words, with
an increase of only 517 subscribers, we have in-
creased Power coverage in Ohio by 428 units —
an increase of over 40%.

Machinery plants, automotive plants, street rail'
ways, textile mills and food factories on our Ohio
subscription list have all more than doubled in
this period. Power covers every active steel mill
in Ohio, every central station of any importance.

But that is not all the story. In this same period,
we have increased the number of executives on

the Power subscription list in Ohio from 320 to
429; technically trained engineers from 186 to
226; chief and operating engineers from 862 to
1363. That is, in increasing the number of units
covered, the job has been done where the buying
power lies.

For Power — in common with all other McGraw-
Hill papers — has this sole aim in subscription
getting — the responsible man and the responsible
man only, the man who has the power of decision
and purchase, in the maximum number of worth-
while buying units of the field.

And note, this growth of Power in Ohio is not the
result of any special drive here. Nor is it excep-
tional. It is typical of the growth of Power in
every State of the Union.

This nation-wide growth keeps Power constantly
in the lead as the most powerful printed ally
in selling to the power-field.

A. B. C.

POWER

A M.cQraw'Hill Publication
Tenth Avenue at 36th Street, New York

A. B. P.

ADVERTISING AND SELLING

December 1, 1926

HMAE

To INDUSTRIAL POWER exei.
jtoW.d dai'Vi'iOi] xaQay.xi\QiatiK&.

TSoi'On vnb dv&ptojiou f'xovxo; 8e-
xa Exiov ranoav eI; EV EX XlilV O))-

,UUVXIX(0XEQG)V Ex8l 8oUEV(l>V .XE(1lo8l-

xojv.

'H muga aiWi) xov tfii&aSEV oxi ev
jtEpio&ixov Fi'XFigiaxou heveOou;, £/.-
xvoxixov xai uvavvioo'iu.ov -9a xax£-
xxa xo dvayvcoaxixov ivSuMpEQOV d§i-
oWvcov dvt>pc&iwov. Toxe, civ xoOxo
rjxo dWft, xo udvov jco66A.rm.ct rjxo
vd v)eoh xo itEgio&ixov Eig /Eiga; xoi-
ovxoiv dvflpioraov, he xo oAiycoxEoov
Suvaxov e£o8ov xai jtEgi.xXoxT'rv.

8tTo8cOV, XtOV JtgOFgXOU,EV0)V ex xcbv

danudvxoiv xiiicov oiiv&ooluuv, at 6-
noic.i F.xixgaxof'v xtoga.

To INDUSTRIAL POWER, Stev,
Xeixoi'oyei Era oxe&iou xaftcooiailEvn;
Sioqeuv xuxXotpopia;. "Ev dvxixi'.XDV
Bid xdds xaxdaxnua, u.e ranxEvxaoi-
auivov cpuXXov 8gou,oXoYion, itoooxe-
xoXXnuivov ei? xo EUJtgoaxHov e|w-
cpuXXov xd9E dvxixunou. 'H ueQo5o;
a(ixr| dnotpEiJYEi xi'iv anaxdXiiv xai xov
oiitXaoutoiiov.

To INDUSTRIAL POWER gx8i-

8Exai Eraxvxio; imtQ xd eH xai i')tuau
Ixt|. To exo; xouxo Etvai xo tfjg |iEyi-
axi]; xai dotoxtig Eraxt'xiu; xoi>.

"Exei Eraxi'XEi, 8ioxi al dgxac, Era

xcov ojioitov l6ov'iti), Elvai i'Yitiq xai

exei 8o)OEi xaXiyv d£fav ei; xov; ra-
Xdxa; xou.

riEoiEoxFxai eI; xfioa; EvSiatpepo-
ueviov dvftpconcov, exovxoiv eSouctikv
vd dyogd^ouv, e'i; 42,000 xaxaaxi')-
Haxa. npo; 150 8oX. xaxd 0eXi8cc
&vaXoyei 3.58 8oX. xaxd oeXi'Su 8l&
xdflE xiXidSa xaxaaxT)u.dxcov ei; xd
oraiia jtTiYaivet. IfpaYiiaxi jtoo.xoXe-
uixai xiiiai.

'O x<~ ,n0 ? 8fv fid; EJtixgE.XFi vd d.xo-
SiiSoiiiev sfiib xouc iaxi't'iouoi'i; M-c?>
dXX' av i,r\Tr\aiyie xofxo, Od ad; oxei-
Xohev rairmxov oyxov outoSei'^eiov.

'EvSiacpEoEodE;

for

INDUSTRIAL POWER

608 So. Dearborn Street
Chicago, III.

The foregoing may be "all Greek" to
some of our readers. We realize that,
except in some restaurant circles, Greek
isn't employed as much as it used to be.

So, if you have difficulty in deciphering
the a bo7 e interest in g text, drop us a line
and we will send you an unexpurgated
literal translation in plain unvarnished
English.

o^her weeVv

P re-War Prices

En route from Washington to New
York, recently, I had dinner aboard a
B. & O. dining car. I ordered what was
listed on the bill of fare as a "club
plate dinner." This is what I got :

Ham half portion

Potatoes ditto

Peas ditto

Spaghetti ditto

Lettuce Salad.. ditto

Olives (two)

Corn Muffins... (two)

Ice Cream

Demi-tasse

Very good cooking. Very good ser-
vice. All for seventy-five cents. Made
me think of the days when a dollar was
a dollar, and not sixty-three cents, as
now.

Political Advertising

Along about election time, the mails
are jammed with what is called "cam-
paign literature." Every Tom, Dick
and Harry who runs for office addresses
the voters as "Dear Friend" and as-
sures them that his highest wish is
"to be of every assistance" to thgrn.
And the mail men stagger under the
load of imitation type-written letters
and badly printed circulars which go
forth from every campaign headquar-
ters.

I wonder if the effort is worth what
it costs. In my case, it is not. For
every piece of campaign literature
which reaches me is chucked into the
waste-basket, unread.

It seems to me, though, that the last
election saw a somewhat higher stan-
dard of newspaper advertising than
previous elections. Much of the Mills
copy was excellent. And the advertise-
ment over Senator Wadsworth's signa-
ture which appeared the day before
Election Day was good enough to make
me switch my vote. I liked the "tone"
of it. Wadsworth came out, flat-footed
and told just where he stood. That, in
politics, is so unusual that it is re-
freshing.

Smith won, as everybody knows. But
it was not because his "publicity" was
better than that of his opponent.

Score One for the Railroads

A friend of mine, who now lives in
New York but who was, until a few
months ago, a resident of Seattle, re-
cently shipped his household effects
from the Pacific Coast to the Atlantic
seaboard. They came through in less
than three weeks, without a scratch.

The run from Seattle to Chicago — a
distance of about 2200 miles — was
made in six days; not a great deal
onger than it takes to make the trip
by passenger train.

It is this sort of thing — a vastly im-
proved freight service — which makes
hand-to-mouth buying possible. Mer-
chants can now order goods with the
practical certainty that they will move
at a speed which was undreamed of
twelve or fifteen years ago.

Most of us can recall the time when
the movement of freight was one of
those things that nobody seemed to
know anything about. I remember a
talk I had, years ago, with a man who
had shipped a carload of eggs to Kansas
City. It had been eight weeks on the
road; and nobody had any idea where
it was. "I suppose," he told me, "I'll
have a fine flock of spring chickens on
my hands, when that car gets to Kan-
sas City."

Do You Know?

"Really, I don't know," said I, in
response to the salesman's inquiry as
to what size glove I wear.

"Well," said he, "if you did know,
you would be the exception. Most men
know what size collar they wear. They
almost always know what size hat will
fit them. But gloves — only about one
man in ten can tell, off-hand whether
his size is 7%, 8 or SM."

I imagine this is true of shoes as
well as gloves. I have no idea whether
I wear an 8, S 1 ^ or 9. Do you?

The Sesqui

I spent a Saturday afternoon and
evening, recently, at the Sesqui-Centen-
nial. As a demonstration of what
American energy can do, it is an amaz-
ing achievement. As an exposition pur-
porting to commemorate the one hun-
dred and fiftieth anniversary of Amer-
ican independence, it is a dismal fail-
ure.

As every reader of Advertising &
Selling knows, the Sesqui has been
criticized unmercifully because it
"hasn't been advertised properly." My
own belief is that it should not have
been advertised at all — that is to say,
it should not have been held this year;
perhaps not even in 1927.

The Sesqui is merely another illustra-
tion of the folly of doing things in a
hurry. It was conceived in a hurry,
built in a hurry, opened in a hurry.

Right at hand were the greatest ex-
ploitation machine and the largest ad-
vertising agency in the country. The
fact that neither seems to have been
utilized by the Exposition authorities
is evidence of the lack of planning,
which appears to have characterized
the Sesqui from start to finish. The
failure of the Exposition is no reflection
on advertising. Quite the contrary.
Jamoc.

December 1, 1926

ADVERTISING AND SELLING

Large Sales to Regular
Customers

TTHTH some people, beliefs are
* ' founded on whims ; judgments are
based on momentary fancies. Among
them, opinions fluctuate with the shift-
ing of the wind, and the popularity of
any product has the life of a soap bubble.

There are others whose beliefs are
tempered with sound judgment. They
command respect. Their opinions on
dress, food, housefurnishings, motor
cars are honored — and copied — as
readily as their ideas on the kind of
plumbing to go in the new public
library, or the advisability of widening
the village street.

When their approval is earned it is by
real merit only. But their approval is
not the deferential nod of a passing
fancy ; it is the sane judgment of stability.

Always and inevitably the character
of the weekly contents of The Literary
Digest determines the kind of individual
who reads it.

Its readers belong to one great class
of people — the intelligent, thinking in-
dividuals in every stratum of society, at

every income level, in every city and
hamlet — those who are alert and keen to
keep abreast of the times.

They are telephone subscribers. The
Digest reaches regularly more of the
9,809,063 families in the United States
who have telephones in their homes than
any other magazine. Furthermore, they
are thinkers. Their opinions are con-
victions, not whims.

The Literary Digest readers not only
think — they act. We know they respond
to printed advertising, for their subscrip-
tions for The Digest are secured only
through printed matter. We employ no
convassers. Renewal subscribers pay us
$4.00 per year, without premiums or in-
ducements of any kind.

There are families who have sub-
scribed for The Digest for thirty years,
and we are proud of the unusually high
percentage of renewals that we can show
from year to year.

The approval of these 1,400,000 in-
telligent, thinking, responsive families
establishes a product — assures it large
sales and regular customers.

The jiteraij Digest

ADVERTISING OFFICES:

BOSTON

CLEVELAND

NEW YORK

DETROIT

CHICAGO

Square Bldg.

Union Trust Bldg.

354-360 Fourth Ave.

General Motors Bldg.

Peoples Gas Bldg

ADVERTISING AND SELLING

December 1, 1926

CHARACTER

The Indispensable Foundation

Now we maintain that
newspaper advertising is
something more than a
degree of pressure ap-
plied to an area of paper.

We maintain that the
value of a newspaper's
advertising space is in di-
rect ratio to the value of
its other printed matter.

That if its reading-col-

umns are cheaply filled
its reader-value and re-
sultfulness are lowered;
but if the high character
of its contents is earn-
estly and jealously up-
held its advertisers reap
redoubled harvests.

That to be a great ef-
fective advertising me-
dium means, first of all,
to be a great newspaper.

And so The Neivs builds, from deep foun-
dations uptvard, a publication that shall
stand the tests of strength, integrity and
completeness; surpassing all others in its
field in the substance of its offerings to its
readers; accepting every opportunity to at-
tain a still broader and richer usefulness.

Ufa Ballas Jlormng Jletog

Texas Old Distinguished Newspaper

Statistics

We have available more kinds of
business statistics ; more important
figures on business from every angle
than probably has ever been assem-
bled in one place.

Call on us.

The Business Bourse

J. George Frederick. Pres.

15 W. 37th St. (Wisconsin 5067) New York

In London, Business Research Services. Ltd.

it beats previous
displays "all hollow"

it's an

EIN/ONfREEMiM
WINDOW DI/PL/IY

The Trials of a
President

[CONTINUED FROM PAGE 34]

the whole, the board seems to prefer,
at a board meeting, to smoke a cigar,
chat and, in a mild kind of stupor,
listen to a statement of earnings. It
has no real wish to make keen mental
analyses of problems and render indi-
vidual judgments based on logic. One
director, if the first called for an
opinion, excuses himself because he is
not confident of his own judgment and
is for delay until the next board meet-
ings. Of course I know why: He
wants a chance to consult personally
with one of the other directors so that
he may be helped to make up his mind.
The result is that we postpone action
until the next meeting.

At that time some have forgotten the
matter, or have not had time to confer
and make up their minds, and others
are still in their habitual state of in-
decision. This indecision is not to be
taken lightly. It is a great defect in
the whole system of management by a
board of directors. Not only do you
have to deal with the considerable pro-
portion of men in business who are by
temperament not inclined to make de-
cisions consciously, but you also have
to face the much more understand-
able factor of lack of knowledge of
what is to be decided. Let me again
be graphic.

One of my directors, Thomas Jones,
is the head of a large lumber company.
He deals with builders and contractors,
on the one hand, and great wholesale
associations on the other. What do
you suppose must very naturally be his
state of mind when suddenly, on a
bright Thursday afternoon, he is asked
to decide whether my company, which
sells household articles, should under-
take a half-million dollar selling cam-
paign along certain prescribed lines.
He does not do much advertising in
his own business, he has no contact
with dealers or consumers and no con-
ception, except a hazy one, of distribu-
tion difficulties such as we encounter.

THEN there is William Brown, who
is a manufacturer of chemicals. He,
too, has not, from his own line of busi-
ness, the slightest opportunity to grasp
what we are talking about. There is
only one man on my board who is in any
business comparable to ours; and there
are two men on the board who have
been inactive in business for twenty
years. They are interested in golf and
society, but little else.

It does not take much insight to see
what these men suffer psychologically
when I advise them of the necessity
of making a decision which, it is easy
for them to fear, may be disastrous
or unprofitable. Its very size auto-
matically strikes fear into them. The
seasonal requirements impel me to
argue for an immediate decision. But
they do not want to decide and. in

December 1, 1926

ADVERTISING AND SELLING

WHERE ROMANCE WAITS

Pick up any of the sixteen magazines com-
prising the ALL-FICTION FIELD and you
are at the entrance to a new world — a magic
world of brave romance.

You may be the most practical of men with
a head filled with the gross of this and the
net of that but try as you will you can't
resist the swing and go of good fiction.

This human love for story-telling gives to
the modern advertiser a compelling hold
upon vast audiences of alert Americans. It
is being used effectively by many of the
country's foremost advertisers. They use the
All-Fiction Field to reach the most readily
responsive group of readers in the nation
today.

2,780,000,

Members Audit Bureau of Circulations

AUrPictionpeU

Magazines of Clean Fiction

NEW YORK

CHICAGO

SAN FRANCISCO

ADVERTISING AND SELLING

December 1, 1926

THE gas industry spends more than five hundred
million dollars annually for the enlargement of its
facilities. This continual expansion is necessitated
by the increasing pressure of public demand for gas to
serve new industrial and domestic purposes.

The industry, therefore, in preparing for the future, buys
the best of equipment in immense quantities. And as
the future of the industry is unlimited, so is the pur-
chasing power of the market which the preparation for
this future opens to manufacturers whose products are
adaptable to use with gas.

In any consideration of outlets for your products you
cannot afford to overlook this desirable market, and you
can find no better medium for reaching it than Gas
Age-Record, for it has 99.47% coverage of the gas in-
dustry.

We will be pleased to advise you concerning the possi-
bilities for your product in this market.

Gas Age-Record

A. B. C. A. B. P.

"The Spokesman of the Gas Industry"

9 East 38th Street New York

We also publish Brown's Directory of American Gas Companies
and the Cas Engineering and Appliance Catalogue.

point of fact, they cannot decide in
the manner that decisions should really
be made. They duck and dodge de-
cision. They actually register resent-
ment at being asked to decide. They
stall for time. They put on a front of
off-hand decision; and they develop
prejudices, and take a safe, inactive
pesition.

AT the close of the board meeting at
. which I have hoped to get my plan
approved, I find myself in the position
of stalemate. During the next month
I work on the thirteen members of
the board individually. At the next
meeting I hope for a decision, and get
a deadlock; not numerical, for that
could be avoided naturally by our odd
number. But a deadlock is just as real
if it is brought about by the violent
opposition of a minority of three or
four. It throws doubt on the whole
issue, and makes the others feel that
the matter should be delayed. Again
a month goes by, and at the third meet-
ing I am obliged to tell them that the
season is on and that we have already
missed part of our opportunity — at
which the easy path of retreat opens,
and my directors say that, after all,
perhaps we had better not attempt such
a radical departure, and in any event
should wait until the next year.

Here you have a picture of what hap-
pens on a matter of importance. What
about subjects of less importance? If
I habitually decide such matters for
myself, I develop among the board a
restive feeling that I am assuming too
much responsibility. If during the
month I talk things over with indi-
vidual members of the board to get
corroboration of my judgment, I de-
velop antagonism against what is
termed "star chamber" management.
If I hold the matter until the next
board meeting, business is slowed up
by the delay. I am, therefore, in a
box, whichever way I take.

Now, I am sure somebody is going
to say that the formation of an ex-
ecutive committee of the board is the
solution. But I have tried that also.
An executive committee has all the
defects of committees in general. It
vitiates a president's initiative, and
becomes a burden and a drag on de-
cisions. Such a committee is in most
cases either negligent or over-officious,
and in neither event is there correct
functioning.

As I do not wish to present anything
but a negative picture here, you might
reasonably ask me what is my solution.
It is not so easy to answer, for a gen-
eral panacea does not exist. In some
concerns, very obviously, it is a smaller
and more carefully picked board of
directors, of men who understand the
business to a fair degree; men who
really have a basis for making de-
cisions and therefore do not run from
them. In other cases more frequent
meetings of the board would solve the
problem. My own solution so far has
been to push ahead the time of presen-
tation of important projects. I tell my
board of directors at the November

December 1, 1926

ADVERTISING AND SELLING

"A horse, a horse . . .

JVhen is a Horse worth a Kingdom?

YOU can buy a good saddle
horse today for about three
hundred dollars. In Shakespeare's
time a horse was worth even less.

Yet there have been moments in
history when a monarch thought
it shrewd bargaining to barter his
throne for a fresh mount.

There are monarchs of mer-
chandising today who would
gladly barter part of an empire's
wealth for an advertising and
selling idea. For it is hard to
name an advertising success with-
out naming an advertising and
selling idea behind that success.

The advertising triumphs of
recent years are those which have
given the public a new conception
of the product, its purchase and
its use. At least this is true of
long-established merchandise.

Many advertised articles oc-
cupy pedestals because of supe-

rior qualities. But there are, un-
questionably, advertised goods
of large sale which seem, on casual
inspection, to possess no qualities
not also found in articles of
smaller sale.

If your goods have obvious
and demonstrable features that
give them a decided edge on com-
petition, we should be glad to
discuss their advertising with
you. Such advertising should
offer few difficulties.

If, as is usually the situation,
the problem is to discover a hith-
erto unseen advantage, either in
the manufacture or in the appli-
cation of your goods, then we
shall be doubly delighted to talk
to you.

For such an advertising prob-
lem offers opportunity for the
creation of a Pegasus worth a
Kingdom.

GEORGE BATTEN COMPANY, Inc.
^Advertising

GEORGE BATTEN COMPANY, INC. ,

NEW YORK

383 Madison Avenue

CHICAGO

McCormick Building

BOSTON

10 State Street

ADVERTISING AND SELLING

December 1, 1926

MYERS |
MOTOR CO

Constant
Point -of -Purchase
Advertising

Not one or two issues a week — but

forceful, low cost, every-day-and-night

advertising at your dealers, where your

prospects can see and buy your product.

The Flexlume electric day-and-night sign

— with your trade name or mark in raised,

snow-white glass — is that kind of advertising,

read by an ever-changing audience of pedestrians

and motorists.

Bold by day, brilliant by night — Flexlume
attracts and guides to your dealers those in-
terested through your national publicity. It
also influences the purchases of many who
have not read your magazine advertising.
Let us mail you proven plans for get-
ting enthusiastic dealer cooperation in
putting this sales stimulating force
into operation.

We also build exposed lamp and
other tvpes of electric signs for
those who prefer or require them.

FLEXLUME CORPORATION

1460 Military Road

|4j fJm l3B Buffalo, N. Y. h

lark of Quality /iBe*

rim

"I'm a good deal impressed," said the
architect, "by the commanding profes-
sional circulation of the Record —28%
more, I believe, than its nearest com-
petitor. This means a lot when you
realize that there are only a few thou-
sand architects in America and build-
ing construction runs to about six bil-
lion dollars annually."

On request — latest A.B.C. Auditor's Report —
new enlarged and revised edition of "Selling the
Architect" boohlet — 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.

Btr-^ggaifcgg^

meeting that at the December meeting
I am going to lay before them an im-
portant project. I tell them the out-
line of it in brief; I tell them that I
am in favor of it; and I ask that every
man be prepared to come to the Decem-
ber meeting to render a real decision.
I offer to call on the directors indi-
vidually at their offices, and go into
the details so far as they have been
developed. I find this works fairly
well, but is, of course, dependent on
my ability to shape projects sufficient-
ly in advance to allow for a period
of digestion by the board. Of course,
this is only occasionally possible.

I am convinced that the board of
director system of governing Ameri-
can corporations needs to be modern-
ized, and I present my own experiences
in order to help the cause.

More of Frank
Tmfax's Letters

[CONTINUED FROM PAGE 27]

Bayuk brands over in a bigger way in
your store — can't we two salesmen, you
and I, work a plan to sell more Bayuk
brands to your good customers?

There was a selling talk, I thought.
No glittering generalities like "Give
my brands a push"; "Get back of them
a little harder," but instead a real con-
crete plan that simply had to pull
results unless the dealer was kidding
about his friendliness, and I don't think
he was.

There's such dealers in your terri-
tory, my men. Dealers who can benefit
themselves and benefit you by doing
as Sam Goodfellow was taught to do.

Discount it again by fifty per cent
and there's an increase of 1,250,000
cigars obtained by a selling talk that
reflects more credit to you than the
hackneyed, meaningless harangue to

December 1, 1926

ADVERTISING AND SELLING

As long as the sap keeps rising

A botanist was asked the
question, "When does a
tree stop growing?" His
answer was, "When the sap
no longer rises to the top."

A successful newspaper
must be rooted deep in
the confidence of its readers.
It gains its strength from the
public. To continue to
grow and widen its sphere of
usefulness, it must draw
from this public the sap of
editorial vigor, and that sap
must rise to the very top of
the editorial structure.
News editors, managing edi-
tor, editor-in-chief, and pub-
lisher, all must be in inti-
mate, living contact with the
public served, or the news-
paper will not grow and will
begin to atrophy.

IN recognition of this prin-
ciple of nature and of
newspaperdom, S c r i p p s-
Howard newspapers are
edited not from distant of-
fices, but from the very life
of the communi-
ties in which they
are published.
Further, these
newspapers are
edited by young
men — men who
are drawn from scbifps-howabd

the Scripps-Howard forces.

That is one of the chief
reasons why these
newspapers have been
growing steadily since their
founding in 1879. Not only
are they deeply rooted in the
confidence of the public, but
they are also continually

revitalized by the vigor of
young men.

CONSEQUENTLY, the
Scripps-Howard news-
papers command the re-
spect and confidence of
more than a million and a
half families, which consti-
tute their readers.

SCRIPPS-HOWARD NEWSPAPERS

MEMBERS OF THE UNITED PRESS
(Ohio) ...TELEGRAM Terrc Haute (Ind.) POST

MEMBERS AUDIT BUREAU OF CIRCULATIONS

Cleveland (Ohio) PRESS De

(Colo.) EXPRESS Yo

(Md.) POST Toledo (Ohio) NEWS-BEE Fl. Worth (Texas) PRESS Covington (Ky.)

Baltii

Pittsburgh (Pa.) PRESS Columbus (Ohio) CITIZEN Oklah

San Franeisco (Calif) NEWS Akron (Ohio) TIMES-PRESS Evans.

Lingham (Ala.) POST Knoxv

phis (Tenn.) PRESS El

rton (Texas) PRESS Sa

Washington (D. C.) NEWS

Cincinnati (Ohio) POST

Indianapolis (Ind.) TIMES

ALLIED NEWSPAPERS, INC., National Representative!, 250 Park Av

City (Okla.) ....NEWS

(Ind.) PRESS

ville (Tenn.) NEWS

aso (Texas) POST

Diego (Calif.) SUN

New York, N. Y., Chicago, Seattle, Cle

KENTUCKY POST*
Albuquerque (N. Mex. )

STATE-TRIBUNE

•Kentucky edition of the Cincinnati Pott.
I, San Francisco, Detroit, Los Angeles

ADVERTISING AND SELLING

December I, 1926

o& Industrial Or\pup

MoV& to New Offic&

The INDUSTRIAL GROUP an-
nounce the removal of their general
offices from 120 West 32nd Street
to 381 Fourth Avenue.

This gives us greatly enlarged fa-
cilities to accommodate our unusual
growth in personnel and in business
volume.

We cordially extend an invitation
to our many friends to make The
INDUSTRIAL GROUP offices their
headquarters when in this city.

The Industrial Group

Industrial Management — Industry Illustrated
381- Fourth Avenue , New York

REPEAT ORDERS!

The consistently good results that the Market
Place lias given advertisers is evidenced by the
firms who return when an exceptional business
man is again needed.

Use this Service when you next need a reliable
and conscientious man.

Look at Page 80 in this issue.

"Give my brands a shove, will you?"
I say the plan will increase business.
What do you say?

Yours, forthedailytwo
Frank Trufax.

The "Question Rox"

To My Salesmen:

Well, boys, you certainly made good
use of the "Question Box" during the
past few weeks.

It's crammed full of whys and whats.
I can't answer all of them in this sales
letter; in fact, I'll be going some if
I make a brief come-back to half ol
them.

Let's go!

1. What is distribution? Distribu-
tion is the opportunity you give your
product to sell.

2. Why does a salesman usually ask
a dealer: "Well, how's my brand sell-
ing?" This is a trick question. A
good salesman doesn't ask that ques-
tion.

3. What is advertising? Generally
speaking, advertising represents the
money your manufacturer wagers that
his product will sell if you give it the
opportunity to sell.

4. What does a dealer mean when
he says: "Your brand sells big as it
is — I don't have to display it"? It
means if your brand didn't sell big that
he'd tell you he can't display slow-
moving brands.

5. What is a window poster? A
window poster is a good salesman's
selling assistant; it's a silent salesman
that helps move out of the store the
product you put in the store.

6. What is a good day's work? A
good day's work is an honest day's ef-
fort.

7. What is a "Gimme" buyer? A
"Gimme" buyer is the ten-minute egg
who wants easy graft on your product
because you didn't sell him the right
goodness of your product.

8. What is meant when a dealer
says: "I'll buy when you start to ad-
vertise"? Eleven times out of ten, it
means he'll have another alibi if you
do advertise.

9. What is the explanation of the
phrase: "I didn't land him"? Fishing
for an order equipped with a short pole
of preparation; a knotted line of sales
talk and not enough "show-me" bait.

10. What is a "Milk Route"? Sav-
ing postage for the sure-thing buyers
and passing up the tough birds.

11. What is the definition of a "star
salesman"? A regular ordinary human
being in love with his job, who works
for orders instead of wishing for them.

12. What is a "hard competitor"? A
fellow-salesman with whom you have
an even break unless he beats you to
it.

13. I couldn't get up a poster on Will
B. Uptodate's store. What was wrong?
Evidently, you had no poster.

14. Do you believe in a "gratis
deal"? Yes sir — every sale should be

December 1, 1926

ADVERTISING AND SELLING

SELLING IN THE FORUM

THE pages of Advertising &
Selling constitute a Forum in
which it has dared to open
for discussion some of the "sacred"
issues of advertising.

It has, in its fight for a more seri-
ous and open consideration of the
science of advertising, welcomed into
its columns the opinions of the deans
of the profession as well as those of
the gifted young rebels.

To this Forum come those most in-
telligently interested in the matters
at issue. Sales and advertising man-
agers, company officers, buyers of
space and prospective clients of
agencies and advertising service.

They are all human beings, of
course, and at other times may be
thinking of wives, children, baseball,
fishing or politics. But in this Forum
they are thinking of advertising and
its application to their own business
problems.

The opportune moment, the excel-
lent place, for publication or agency
to remind these men of its existence
and usefulness seems to be right here
in this Forum, at a time when their
minds are ripe for such information.

They may see your advertisements
elsewhere. They will notice — think
over — and probably act upon your
advertisements in Advertising & Selling.

ADVERTISING AND SELLING

December 1, 1926

A Market of
600,000 Women

Every month the Womans
Press is read by 600,000 alert,
independent young women
who know good merchandise
and have the ability to buy
it. It is also the publication
with which the executives
who are responsible for the
expenditure of the $23,500,-
000 Y. W. C. A. budget are
most intimately concerned.

When you advertise in the
Womans Press you are tak-
ing the direct road to the at-
tention of these people.

Write for rates and sample
copy.

WOMANS PRESS

600 Lexington Ave.
New York, N. Y.

^^///^^^Tmm^^^^m^.

made with 100 per cent supreme service
and solid satisfaction free.

15. What should you say to a dealer
who is always hollering for "lower
prices"? In a diplomatic manner, tell
him to stop kidding himself; he doesn't
really want "lower prices" — he wants
higher profits.

16. Is a dealer really in earnest when
he says he will "buy some other time"?
No— he is gambling you won't come
around "some other time." Today is
already yesterday to the salesman who
is going to get that order tomorrow.

17. Is it my fault when a dealer
says: "I can't pay my old bill this
trip"? Yes. When you took his initial
order, you didn't sell him your terms
along with your goods.

18. What is usually the chief reason
a dealer refuses to buy? Maybe you
talked to him in buying lingo instead
of selling language. He fires more
"No" excuses for not buying your prod-
uct than you can flash "Yes" reasons
why he should sell your product.

19. What are the six most essential
qualifications of a successful salesman?
Knowledge, enthusiasm, confidence,
work, work and work.

The old question mark on our type-
writer is starting to wiggle with weari-
ness. Let's stop.

Don't hesitate to shoot in some more
queries. We can all learn from each
other.

Yours, readytohelp,
Frank Trufax.

"Wet Rubber Slips"

[CONTINUED FROM PAGE 24]

safety. This scare copy — negative ap-
peal advertising — is to a large extent
institutional. Just as safety is the
cause for the existence of the non-skid
chain, so is safety the cause and justi-
fication for the type of Weed advertis-
ing. "Wet rubber slips," declares the
American Chain Company, and scien-
tific tests amplify this bald declaration
with the statement that wet rubber is
the most slippery material in the world,
even as dry rubber is the least slippery.
Logically, then, the more people to use
tire chains in wet weather, the fewer
skidding accidents there will be —
which is, perhaps, the reason that an
American Chain advertisement which
featured skidding and did not once
mention the name Weed proved more
satisfactory to the company than any
of the positive appeal insertions that
featured Weed altogether. (Inciden-
tally, statistics prove that there is a
larger percentage of skidding accidents
in summer than in winter. Here is an-
other general misconception which
Weed is endeavoring to destroy: the
slipperiness of wet rubber tires rather
than snow and ice present the greatest
danger.)

So the American Chain Company has
returned to the negative appeal. The
advertising has been tested in every
way that has proved practical to test

Your Consumer Campaign
with Trade Publicity
fir Sample (b/ries addresv
KNIT GOODS PUBLISHING CORP

» Worth Street New York City

MirmmmnjniiuiOTnumnnw

<:«

c#» »«*«

rnivcj

At the conclusion of
each volume an in-
dex will be published and mailed
to you.

HOTEL ST. JAMES

109-113 West 45th St.. New York City

M idway between F ifth Avenue and Broadway

An hotel of quiet dignity, having the atmosphere

and appointments of a well-conditioned home.

M u ch fa vored by women t ra vel i ng without escort.

3 minutes' walk to 40 theatres and all best shops

Rates and booklet on application.

W. JOHNSON QUINN

PROVE IT!
SHOW THE LETTER'

if your salesman could show skeptical prospects the
testimonial letters and orders received from satis-
fied customers, it would remove doubt and get the
order. Don't leave testimonial letters lying Idle
in your flies — give them to your men and increase
your sales thru their use.

Writ* for samples and prices

hMmmm*^m\vm'wtmaass^

Jewish Daily Forward, New York

United States. A Home paper of distinction,
result producer of undisputed merit. Carries the
largest volume of local and national advertising
Renders effective merchandising service. Hates on

December 1, 1926

ADVERTISING AND SELLING

Do Mill Men Read
Textile Papers ?

1,047 managers of textile mills replied
to a question submitted by Ernst &.
Ernst as follows:

question-
Do you keep in touch with improvements
and recent developments in machinery
and mill equipment through the textile
pages 1

ANSWER—

North

South

West

Total

Per Cent

Yes

652

268

962

91.9

8.1

722

280

1047

)

Analyzed as to size, the 962 Yes answers
are from executives controlling over
99% of the machinery represented in
the total number of replies.

T&tile'fifadd

Largest net paid circulation and at the
highest subscription price in the textile field

334 FOURTH AVE., NEW YORK

ADVERTISING AND SELLING

December 1, 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.

Multigraphing

Position Jf anted

Quality and Quantity Multigraphing,

Addressing, Filling In, Folding. Etc.

DEHAAN CIRCULAR LETTER OO., INC.

120 W. 42nd St.. New York City

Telephone Wis. S483

A TRADE PAPER SALES EXECUTIVE

AVAILABLE

A managing sales executive of an established

and highly successful group of Trade Papers is

available January 1st.

Help Wanted — Salesmen

Press Clippings

If you can
SELL — here's

ASSOCIATED CLIPPING BUREAUS

offers reliable National or regional newspape
reading service — General offices, One Terrace
Buffalo, N. Y.

Representatives

your big chance!

The Mid-dishade Company, Inc., world's
largest "sergical specialists, operating on
blue serge suits only" need a capable repre-
sentative for open territory. We want to
turn this territory over to a man who
thinks enough of it to live in it. It mat-
ters not what he sold before — battleships

SOME MAGAZINE PUBLISHER
NEEDS OUR SERVICE
Systematic and intensive work combined with a
large acquaintance among advertisers and
agencies is required to secure business for the
best magazines. We are prepared to do such
work for a good growing publication. Address
Box No. 419, Advertising and Selling, 9 East
38th St., New York City.

or beans — just so he can SELL. If he can,
the opportunity is important enough to
tempt a man who can earn real money.

Business Opportunities

thing else that will allow us to size you
up. All information will be held in strict
confidence.

THE MIDDISHADE COMPANY, INC.

New Bulletin of Publishing Properties for Sale
just out. Send for your copy. Harris-Dibble
Company, 345 Madison Avenue, New York City.

MIDDISHADE BLOCK — DICKINSON,

SOUTH 30th, REED & SOUTH 31st STS.,

PHILADELPHIA, PA.

Miscellaneous

BOUND VOLUMES
A bound volume of Advertising and Selling makes
a handsome and valuable addition to your library.
They are bound in black cloth and die-stamped in

Position Wanted

index, cross-filed under title of article and name
of author making it valuable for reference pur-
poses. The cost ("which includes postage) is
$5.00 per volume. Send vour check to Adver-
tising and Selling, 9 East 38th St., New York
City.

Young Advertising Assistant seeks better con-
nection. Even tempered and thorough. Avail-
able January 1st. Address Box No. 431, Adver-
tising and Selling, 9 East 38th St., New York
City.

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 approximately 9 issues, $1.85 in
eluding postage. Send vour Check to Advertising
and Selling. 9 F.ast 38th St.. New York City.

copy of this nature, and the results
have satisfied the officials that they
are pursuing the right course. The
more the advertising pictures the con-
sequences of skidding, the better the
result — within certain limitations, of
course, for there can be no denying that
the negative appeal can be grossly
abused. Weed is selling safety and the
whole non-skid chain industry inciden-
tally. At least one competitor has re-
cently come out with an advertisement
along the same general lines, and Weed
rises to welcome it. The more adver-
tising of this sort put out, the more
chains will be used in wet weather or
when roads are covered with snow and
ice, instead of being left under seats
and in garages where they cannot per-
form their vital mission.

Yes, the simple proof is that scare
copy is the only kind of copy that jars
some of us out of our complacent self-
sufficiency, our fixed habits of careless-
ness, our blind delusions that we will
get through somehow, our disposition
to take gamblers' risks. Wet rubber
slips and will continue to slip, psycho-
logical theories notwithstanding.

Why Don't the Cotton
Growers Advertise?

[CONTINUED FROM PAGE 25 1

bons"; gorgeous and glorious ribbons
that had brought back a new charm to
feminine apparel. So the Paris Herald
exploited the news, and the cables
carried the propaganda of ribbons
to every American publication, and
ribbons became the leading feature
of the new season. Ribbon coun-
ters, which had shrunk into tiny
corners in stores, bloomed out into
great open spaces and main aisle dis-
plays, and ribbon looms ran at full
time in American mills — all because
"creative brains," backed by clever
publicity and advertising, had been re-
quisitioned to save a dormant industry.

One cannot sit at a typewriter and
say whether the way to sell twenty
million bales of cotton during the com-
ing year is to create a style furore, or
a design development, that will bring
about a new fashion stampede for
cottons, or whether some other public
desire shall be developed. It might be
found that the big way to success was
through a chemist's laboratory, and the
invention of some commodity, made of
raw cotton, that would be of general
public demand, used in every home,
or on every automobile, as soon as ad-
vertising told the big news.

But, in view of the common knowl-
edge of the power of advertising to
create public desire for things, and to
change and multiply public habits of
buying and using them, it seems rather
weak and futile on the part of business
men, farm publications, cotton growers
and legislators to give consideration to
destruction by arson, or the stagnation
of hoarding a surplus, when the one
great open road to profitable and

December 1, 1926

ADVERTISING AND SELLING

pvISPLAY advertis-
^^^ ing forms of Ad-
vertising and Selling
close 12 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 Dec. 15th
issue must reach us not
later than Dec. 4th.
Classified advertise-
ments will be accepted
up to Saturday, Dec.
11th.

Advertisers' Index

[«]

Ajax Photo Print Co 78

Akron Beacon Journal 12

All Fiction Field 71

American Lumberman 82

Architectural Record, The 74

Baker's Helper 82

Baker's Weekly 82

Barton, Durstine & Osborn, Inc 31

Batten Co., Geo 73

Birmingham News, The 7

Boston Globe, The 14-15

Buffalo Evening News, The 11

Business Bourse. The 70

Butterick Publishing Co 16

[c]

Calkins & Holden, Inc 63

Cantine Paper Co.. Martin 13

Capper Publications 41

Charm 9

Chester Mechanical Advertising Co. . . 60
Chicago Daily News, The

Inside Front Cover

Chicago Tribune 94

Christian Science Monitor 35

Columbus Dispatch 10

Commerce Photo-Print Corp 82

Crowe & Co., Inc., E. R 45

[d]

Dallas Morning News 70

Dartnell Corp 83

Denne & Co, Ltd., A.J 82

Des Moines Register and Tribune .... 59
Detroit Free Press .... Inside Back Cover

Detroit Times, The 51

Diamant Typographic Service, E. M. . . 60

Einson-Freeman Co 70

Electrograph Co 54

Ellis, Inc., Lynn 62

Empire Hotel 62

Evans-Winter-Hebb, Inc 46

[/]

Cf]

Gas Age-Record 72

Gatchel & Manning, Inc 48

Gibbons, J. J, Ltd 82

Gotham Engraving Co 85

House Beautiful 43

Hoyt Co., Charles W 58

Huntting Co., The H. R 58

[«']

Jewish Daily Forward, The
Judge

[fe]

Kansas City Star 55

Katz Special Advertising Agency 49

Knit Goods Pub. Co 78

[«]

Literary Digest

[m]

Market Place 80

McCann Co., The H. K 18

McGraw-Hill Book Co.. Inc 50

McGraw-Hill Co 56-57

Mergenthaler Linotype Company 92

Michigan Book Binding Company 82

National Petroleum News Back Cover

National Register Publishing Co., Inc. 66

Nation's Business 8

New York Masonic Outlook 60

New York Times 87

[o]

Oklahoma Publishing Co 61

Oral Hygiene 66

[P]

Perfect Rubber Co.
Power

L>]

Richards Co.. Inc., Joseph 3

Robbins Pub. Co 72

Feather Co.. The Wm 62

Federal Advertising Agency 37

Flexlume Corp 74

St. James Hotel 78

St. Louis Globe Democrat 65

Scripps Howard Newspapers 75

Selling Aid 82

Simmons-Boardman Publishing Co. . . 33

Smart Set 53

System Magazine 86

Textile World 79

Igelstroem Co.. The John 82

Indianapolis News, The 4 Wall Street Magazine

Industrial Management 76 West Virginia Paper and Pulp Co.

International Studio 6 Insert bet. 50-51

Industrial Power 68 Wish, Fred A 52

Iron Age, The 39 Womans Press 78

ADVERTISING AND SELLING

December 1, 1926

" — has proved
to be just what the men
wanted — "

Berry Brothers

For 3 Generations the
BERRY WAGON

The Pyramid Sales Portfolio

more new accoi
old customers,
Better still, n
written by Mr.
Manager:

elling more to the
' writes Berry Brothers,
ad for yourself the letter
C. L. Forgey, Advertising

"The Pyramid Sales Portfolio you built
for us was demonstrated at our recent
sales convention and has proved to be
just what the men wanted. Now that

opening new accounts
and more, they are selling more of our
line to their old customers.

"This, of course, is brought about
thru the fact that they have a complete
story visualized which strengthe

"To work without a demonstration
such as this portfolio is like playing
ball without a ball.

"We want to thank you again for
very good co-operation in planning

bringing this sales presentation t
reality."

Complete information will be gladly
furnished upon request.

yramid-Sales

U. S. Patent No. 1577697

Italian.

Michigan
Book Binding Company

Schmidt Power Bldg., Detroit, Michigan

prompt distribution of the entire cotton
crop is through advertising.

It would seem strange that business
men and legislators would be ignorant
of advertising possibilities. Perhaps
many of them do not realize that the
advertising guild draws to it, by a law
of natural affinity, men and women who
possess brains of creative imagination,
to whom problems of this nature are
the natural day's work.

Advertising today is not a mere mat-
ter of writing lurid copy to be com-
bined with spectacular pictures and
published in double pages all over the
continent — as some people seem to
think it is. The advertising expert
who should be chosen for this vital as-
signment would call to him a group of
experts covering all angles of the field,
from producers', distributors' and con-
sumers' points of view. He would
start with a thorough survey of all
conditions.

Whether cotton would be suggested
for fence posts, wall boards, writing
paper of a new kind, furniture, rugs,
automobile seats, wheels, road beds, car
bumpers, a new fashion in draperies
or a style would depend upon the re-
sults of the survey and study by a wide
board of experts.

And the cost? Only such as every
successful national advertiser ap-
propriates as a normal cost of doing
business.

Your Health, Sir

[continued from page 301

tory copy under each drawing. With
the name of the product there was
always included the brownie and fairy
that had long figured in Bristol-Myers
advertising, and now gave the proper
continuity for those with long but not
agile memories who might otherwise
be puzzled by the new dress of an old
friend. The copy under each toast was
written by a former publisher of Mex-
ico City, driven out by the Carranza
regime to become the leading writer of
Spanish cinema captions for the Amer-
ican studios. He worked in immediate
conjunction with Messaguer, and the
product of typewriter and pencil was
consequently happily synchronized.

And the Moral? Well, if there must
be one it can be had. The exporter
who heeds the well-worn aphorism that
one must cater to the native spirit of
one's far-off customers will reap a rich
reward even before he gets to heaven.

Baltimore Better Business
Bureau Holds Elections

AT its annual elections, the Balti-
more Better Business Bureau elect-
ed the following for office during the
coming year: Frederick P. Stieff, pres-
ident; E. Lester Muller, vice-president,
and Norman Parrott, secretary-treas-
urer. Robert W. Test and W. T. Bo-
hannan are managing director and as-
sistant managing director of the bu-
reau, respectively.

TESTIMONIALS

Speaking of testlmonla

'■/ don't sec htno ivoii di

utmost before ire rralize the Utters 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

80 Maiden Lane

LUMBERMEN

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

Amerlra n|wnl) wtian

Est. 1873 " CHICAGO. ILL

'"TkSHSl'ZZ-'^ Published

yS^AfkCHICAbC Twiee-a-month

Bakers' Helper has been of practical
service to bakery owners for nearly 40
years. Over 75% of its readers renew

Folded Edge Duckine and Fibre Signs

Cloth and Paraffine Signs

Lithographed Outdoor and Indoor

Displays

THE JOHN IGELSTROEM COMPANY

Maasillon, Ohio Good Salesmen Wanted

1H..U.MM.I!

llllW*

Send 10c for proofs 500
cuts and plans for mak-
ing your ads pay better.

SELLING AID

616 V Michigan Ave., Chicago

Bakers Weekly &,w York' ci&

NEW YORK OFFICE — 4S West 4Sth St.
CHICAGO OFFICE— 343 S. Dearborn St.

Maintaining a complete research laboratory
and experimental bakery for determining the
adaptability of products to the baking industry.
Also a Research Merchandising Department,
furnishing statistics and sales analysis data.

Don't miss an issue of
Advertising & Selling
Send in your old and
new address one week
before the change is to
take effect.

yori x

December 1, 1926

ADVERTISING AND SELLING

A Real
Christmas

Gift for
Customers

Personal Record Book for
Sales Executives

J. L. Lawrence,
Tampa Hardware Co., Tampa, Florida.

"We have received quite a number of compli-
ments about it from the executives to whom
we presented it last Christmas." Laurence
Biker, Olstead. Perrin & Leffingwell. Inc.

"We take this opportunity of complimenting
you on thi3 Record Book. It certainly is a
dandy." W. R. Patterson, Pabst Corp.

"I have found the Information 1
sonal Record Book to be of great value, espe
dally the list of railroad fares, pullman rates
and the index to county buying power. Th<
latter has been very helpful in planning oui
sales work and in the routing of our repr<
sentatives." R. S. Ware, Fifth Avenue Corset
Co.

"We received very many favorable comments
on this book, as a gift, from many of our
customers." R. P. Winberg. Mueller Brass Co.

"This was the first time I had seen copy of
your Personal Record Book and I was amazed
at the volume of valuable data you had com-
piled and the concise form in which it appeared.

THIS beautiful, sheepskin bound, gold edge and stamped book brings
together a wide variety of information and tabulated data that is useful
to any busy executive all through the year. It provides also a group of well
organized pages that enable the executive to keep a perfect record of his
daily engagements, income tax deductions, business accomplishments, insur-
ance and other personal records. Most useful book ever developed for sales
executives.

Partial List of Contents

Hour by Hour Record of Engagements

Mileage between important Cities — also telegraph

rates, telephone rates, fares, etc.
Itemized Record of Income
Record of Deductions from Income Tax
Months When Business is Best in Principal Cities
Record of Monthly Expense as Compared with

Budget
Peak Seasons in Different Lines of Bus'ness
Kecnrl r.f Life Insurance Policies and Payments
Best Hotels, with number of rooms in 300 cities
Two Tear Comparative Sales Totals by Items
State Laws Relating to Collections and Chattel

Mortgages

Records
Digest of State Trade-Mark Laws; Copyright Laws;

Legal Protection of Ideas ; Foreign Trade-Mark

Laws, etc
State Count of Dealers and Jobbers In Principal

Fields
Comparative Costs of Doing Business in Various

Population and Index Buying Po

in U. S.
Table of Selling Prices Based o

er of All Counties
Costs to Get Net

Please accept my congratulatio
splendid accomplishment." S.
St. Louis Post-Dispatch.

M. Chambers,

In Special Chri*tm;is Shipping Cartons, $5.
Dozen or More, $4.50 each; 100 or More, S4.
araped in gold on black sheepskin cover 35c extra

THE DARTNELL CORPORATION

Publishers of Sales Management Magazine and Monthly Sert'i
4664 Ravenswood Ave.
CHICAGO

Other Dartnell Activities

The Dartnell Corporation will serve more than 50,000 sales exec-
utives during 1926 through such productions as reports on sales
management subjects, surveys, manuals for salesmen, the Dartnell
Service for sales executives, Sales Management Magazine, investi-
gations of special sales subjects, monthly campaigns and contests
for increasing sales, salesmen's data books, special summer sales
campaigns, and other Dartnell productions. Ask for catalog.

ADVERTISING AND SELLING

December 1, 1926

How

Advertising

Men Keep

Posted

^^ O longer is it nec-
essary to consult
many sources for the
news of advertising.

READ
THE NEWS DIGEST

Changes in Personnel
New Advertising Accounts
Publication Appointments
Changes in Advertising
Accounts

Changes in Address
Are all reported in
The News Digest

The News Digest bound
as a separate section at
the back of this issue will
keep you up to date on
all changes.

If you are not receiving
Advertising and Selling
regularly the attached
coupon makes it an easy
matter for you to get
each issue.

One Year's Subscription

(Including the News Digest)

#3.00

ADVERTISING AND SELLING

<» East 38th St., New York
Please enter my subscription for one
year at #3.00.

D Check Enclosed □ Send Bill

Name .

Position

Company

Address

City

State

Canada #3.50 Foreign #4.00

A-S-12-1

Consider Both Sides in
Publication Discussion

By Harry E. Taylor

of The Economist Group

MR. LEMPERLY is trying to
solve a problem which confronts
thousands of other men who
want to give courteous consideration
to those who call and who would like to
maintain contacts that might possibly
be valuable, but whose time is largely
taken up by solicitors' "calls," leaving
little of it left for the real work that
their job calls for. Undoubtedly he
has weighed the assets and the liabili-
ties involved in his policy, and probably
he has made the announcement with
reluctance and even misgiving. I don't
think he has found the answer and I
doubt if he himself feels sure that he
has.

Publishers and their representatives
should see in Mr. Lemperly's announce-
ment a grave reflection upon them-
selves — and these reflections should not
be charged to Mr. Lemperly but rather
to themselves. The business man can-
not afford to waste his time even to
maintain a reputation for courtesy. On
the other hand, the business man does
not consider his time wasted with the
man who gives him a quid pro quo. The
advertising manager does not, as a
rule, look upon it as a waste of time if
the publisher's representative can con-
tribute to his worth-while information,
or help in his analysis of his trade or
his industry, or help in the solution of
his advertising and merchandising
plans, or suggest trains of thought that
have practical bearing.

I know of many representatives in
the trade and industrial fields, who are
constantly contributing much to the de-
velopment of advertising successes in
their respective industries, who are
welcomed by manufacturers and adver-
tising agents alike; and who probably
do their best work with the manufac-
turer whose language they know and
who in turn understands the business
paper better than his advertising
agent does.

I may be mistaken, but I am inclined
to believe that certain representatives
will still continue to see Mr. Lemperly
as they always have because he has
doubtless found among his "callers" at
least a few such men as I have above
referred to. If that is correct, I wish
the announcement had been made on
some such basis because such an an-
nouncement would have been of profit
to The Sherwin-Williams Company, of
help to Henri, Hurst & McDonald, of
encouragement to constructive publish-
ers, and of benefit to the entire adver-
tising world.

For any man to shut himself off from

direct contacts with those men whose
entire lives are spent in his industry
or its relationships, men who have more
chances than he has to see the develop-
ments that are taking place, men whose
editorial divisions behind them are real
motivating forces in their industries,
to do that is a mistake and it is an in-
justice to the publisher because we do
after all have certain mutual obliga-
tions that go along with our industrial
relationships.

THE business publisher particularly
is in that position where the manu-
facturer and producer better under-
stands him, his functions, and his place
in the advertising world as well as the
merchandising world than does the ad-
vertising agent, with very few excep-
tions. This I say with no reflections on
any agent. The advertising agent is or-
ganized to do certain specific things;
he is constantly organizing to do more I
and more of the things needful for
sales promotion; but the very nature
of his work and his organization pre-
cludes the possibility of that specialized i
thought or industrial background or
merchandising concept in a given line
that is natural to the manufacturer
and to the business paper publisher in
that field. A triangular relationship
between an advertiser and his agent
and worth-while business publishers of
his field would be far more productive
than if one of these links were cut.

However fine may be the relation-
ship between the business publisher
and the advertising agent and however
thoroughly each may undertake to un-
derstand and to interpret the other and
to work together, there is still a lost
opportunity for the manufacturer if
the business paper representative may
not have contact with him — provided of
course that the publisher is giving
something and not merely holding out
his hand to get something.

In the textile field, with which I am
particularly concerned, I recall few
cases where the advertising agent has
not welcomed our contact with the
manufacturer. In some cases the agent
has himself established for us that con-
tact with the manufacturer who had
taken somewhat the same position
taken by Mr. Lemperly.

I do not believe that any who may
thoughtlessly follow The Sherwin-Wil-
liams Company's announced policy will
continue to do so long; and I write this
letter as a "Stop, Look and Listen" sign
to those who may be thinking of put-
ting up "Verboten." There are two
sides to every wall.

December 1, 1926 ADVERTISING AND SELLING

Wti&i

COMPLETE SERVICE

In answer to the increasing number of inquiries
concerning the scope of our work — and in the hope
that many similar unasked questions will be an-
swered at the same time — we list herewith our
complete service:

Engravings in Black and White, and Color.

Drawings and Retouching.

Ben Day Plates.

Matrices, Wet and Dry.

Electrotypes, Stereotypes, etc.

Typography.

Printing.

All of this service, with exception of the art work,
is available twenty-four hours a day. Gotham is
the only photo-engraving establishment in New
York which has complete facilities at your disposal
any hour of the day or night.

May we respectfully enter a claim to your con-
sideration?

The GOTHAM PHOTO-ENGRAVING CO., Inc.

229 West 28th St. New York City

Telephone : Longacre 3595

ADVERTISING AND SELLING

December 1, 192o

<7?v SPRINGFIELD

— we find the buying center for the industries of western Massachu-
setts. Within a 15-mile radius are half a dozen manufacturing com-
munities whose products have world-wide distribution. Business
executives in the Springfield market direct the operations of 800 fac-
tories, producing material-handling and storage equipment, automo-
biles, motor-cycles, magnetos, motors, firearms, furnaces, wire, tools,
and other products valued at over $325,000,000 annually.

And 81.8% of the entire Springfield circulation of SE"«||pp{|5spii is
among the executives who dictate policies and approve purchases.

PROPRIETARY

CORPORATE OFFICIALS

Presidents 67

Vice-Presidents 24

Treasurers 29

Secretaries of Corporations 1

Bank Cashiers 1

OPERATIVE EXECUTIVES

General Managers and Assistant

General Managers . . ■ 48

Office Managers 16

Sales and Advertising Managers '4

Superintendents and General Foremen. ... 14

Professional Men 14

Comptrollers, Auditors and

Accountancy Executives 11

Purchasing Agents 8

Financial Executives 2

Credit Managers 1

Traffic Managers 1

Secretaries Chamber of Commerce 1

Sub-total (81.8%) 339

OPERATING AND MISCELLANEOUS

Salesmen 28

Off Ice Employees 10

Miscellaneous 37

Total (100%) 414

Because its circulation is concentrated on the buying points of business,
■n, MACAumT^m ess offers advertisers an ideal key to any busuiess market.

CHICAGO

"The MAGAZIN E of BUSINESS

NEW YORK

J his is the eighth of a series of analyses of circulation in typical cities. If you missed the first seven analyses, write for copies today!

Issue of December 1, 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 5<^ Address Advertising
and Selling, Number Nine East Thirty-eighth Street, New York City

CHANGES IN PERSONNEL

Name Former Company and Position Vow Associated With Position

Fretl C. Selby Tinimons Radio Products Corp.. Philadelphia Tracy-Parry Co., Phila Icc't Executive

Adv. Mgr.
Paul Cornell Hommann, Tardier & Cornell, Inc., New York. .. .Resigned

Vice-Pres.
Frank P. Loomis Albert Frank & Co., Chicago, In Charge of Adv.. .The Grizzard System of In Charge of Adv.

Dept America

R.W.Porter Splitdorf Electrical Co., Newark, N. J., Radio

Sales Mgr Same Company Gen. Sales Mgr.

W. S. Epply Hammermill Paper Co., Erie, Pa., Resigned

Sales Mgr.

C. B. Chabot Hammermill Paper Co., Erie, Pa Same Company Adv. Mgr. & Dir of Dis-

Adv. Mgr. tribution

A. L. McNamara Robinson-Eschner Agency, Erie, Pa Topics Pub. Co Adv. Mgr.

New York
V. J. Rogers Topics Pub. Co., New York, Adv. Mgr Same Company Sales Mgr.

C. V. Welch Moser & Cotins, Utica, N. Y Same Company Space Buyer

Contract & Order Dept.
Philip 0. Deitsch Better Business Bureau Johnson Motor Co Vice-Pres. & Dir. of Sales

Mgr., Trade Relations Dept. So. Bend, Ind.
R. F. Shults General Outdoor Adv. Co Joseph Richards Co., In Charge of Outdoor Adv.

Mgr., Rochester, N. Y. Branch Inc.

A. J. Gerlach Kearney & Trecker, Milwaukee, Adv. Mgr Sterling Motor Truck Adv. & Sales Pro. Mgr.

Co., Milwaukee
Edward S. Morse Pacific Mills, New York Same Company Ass't in Charge of Adv.

Adv. & Sales Pro. Staff
E. Kent Mitchel H. E. Lesan Adv. Co., New York Pacific Mills, New York Ass't in Charge of Field

Acc't Executive Service

Gordon Alexander. . . .Tom H. Barlel Co., Detroit, Pro. Mgr Grenell Adv. Agcy Member of Staff

Detroit

Douglas A. Patterson. .Lee Tire & Rubber Co., Adv. Mgr Health Products Corp., Adv. Mgr.

Newark, N. J.
Charles S. Robbins. . . .Wadsworth, Howland & Co., Inc., Boston, Mass Same Company Sec'y & Ass't Gen. Mgr.

Ass't Treas. & Pur. Agent
A. P. Hittl Wadsworth, Howland & Co., Inc., Boston, Mass Same Company Sales Mgr.

Ass't Sales Mgr.
William E. Brooks. . . .Wadsworth, Howland & Co., Inc.. Boston, Mass Same Company Industrial Sales Mgr.

Traveling Sales Mgr.
Seymour Soule Wadsworth. Howland & Co., Inc., Boston, Mass Same Company Sales Development Mgr.

Adv. Mgr.

T. J. Macfarlaii' Mitchell Specialty Co., Philadelphia Wholesale Direct Tailors,. Ass't Adv. Mgr.

Buffalo

E. L. Hill ''Globe-Democrat," St. Louis General Outdoor Adv. Co.. .Sales Staff

Chicago
Norman C. Marshall ."Journal." Shreveport, La., Adv. Mgr "News," Camden, Ark In Charge of Adv. Dept

D. E. Caesar H. E. Lesan Adv. Agcy., Chicago Ruthrauff & Ryan, Inc Member of Staff

Chicago

Charles Daniel New York Review Publishing Co., New York Seligsberg Co., New York .Mgr. Times Square Offia

Business Mgr.

L. L. Roddy The Dayton Pump & Mfg. Co., Dayton, Ohio The Robbins & Pearson ...Member of Staff

Adv. Mgr. Co., Columbus

G. S. Crane Collins-Kirk, Inc., Chicago, Space Buyer Campbell-Ewald Co., Space Buyer

Detroit

E. M. Lucas '"Herald," Grand Rapids, Mich "Michigan Tradesman," .... Adv. Staff

Grand Rapids

John I.eisk Tail "Discoverer," Columbus. Miss.. Mgr. Editor D'Arcy Adv. Co., St. Louis. .Copy

George H. Sheldon . . .The Corman Co., New York Same Company Vice-Pres.

Edwin H. Cheney ....Wagner Electric Corp.. St. Louis Same Company Sales Mgr.

Chicago District Mgr.
M. Grace Elder Henri, Hurst & McDonald, Chicago, Copy R. E. Sandmeyer & Co Member of Staff

Chicago

Ralph A. Sayres Grant & Wadsworth. Inc., New York Same Company Vice-Pres.

Roy Rogers "Chronicle," San Francisco, Adv. Dir "News," Medford, Ore Adv. Mgr.

Leon E. Haynes DeForest-Porter Advertising Service, Inc Buffalo Forge Co Ass't Adv. Mgr.

Buffalo, N. Y. Buffalo, N. Y.

George C. Van de Carr.The Arthur Crosby Service, New York A. De Pinna Co., New York. Adv. Mgr.

H. G. Willnus The Intertype Corp., New York. Scc'y Same Company Vice-Pres.

John R. Knipfing ....Ohio State University, History Dept Albert Frank & Co Copy

New York
Vincent D. Ely Benjamin & Kentnor. Chicago Macfadden Publications,. . .Western Adv. Mgr.

Inc., Chicago, "True

Story Magazine"

•Charles Shattuck remains in charge of the Chicago office of the Macfadden Publications.

ADVERTISING AND SELLING December 1, 1926

QUALITY in

The NewYork Times
circulation means —

a newspaper strictly non-returnable;

a circulation gained without prizes, with-
out forcing, without dependence on
any single feature;

a circulation without pre-dated editions,
daily or Sunday;

a circulation steadily acquired by an un-
rivaled news service appealing only to
the intelligent, alert citizenship;

a circulation unequaled in buying power
in the richest market in the world ;

readers strong in confidence in The Times
carefully censored advertising columns,
responsive, discriminating.

The New York Times circulation daily and Sunday is
now at the highest point in its history. Net paid sale daily
more than 370,000 copies; Sundays, more than 625,000.

$jys $etor furk Stw^

■ few vhere this highest quality circulation is distributed

itan district should send for "A Study of the Nciv York

Market" ten oj the city and ?■()$ suburban towns, population.

retail outlets, , ■ - IDl f RTJSIMG DEPAR1 Ml \ I, The Vcai York Times.

December 1, 1926 ADVERTISING AND SELLING

"z; . The NEWS DIGEST ♦ £l °L

CHANGES IN PERSONNEL {Continued)
Name Former Company and Position Now Associated With Position

Marion Holbrook ....D. Gus Schnieder, Providence, R. I Macfadden Publications. . . . Adv. Pro. Dept.

Inc., New York, "True

Story Magazine"

C. R. Lawson Warner Industries, Ottawa, Kan Potts-Turnbull Adv. Co. . . .Acc't Executive

Adv. & Sales Mgr. Kansas City, Mo.

Murray Saunders Olds Motor Works, Detroit, Adv. Dept Louis C. Boone, Detroit. .. .Member of Staff

J. H. Wilson Jarnac et Cie, Inc., Chicago, Pres Resigned (Effective Jan. 1 1

Ralph W. Hobbs Northern Pacific Railroad, St. Paul Armour & Co., Chicago. .. .Regional Sales Mgr.

Adv. Mgr.
Paul T. Irvin Greenfield Tap & Die Corp., Greenfield, Mass Bemis & Call, Springfield. .In Charge of Sales

Mass.

George E. Fe'ton Wadsworth, Howland & Co., Boston Norfolk Paint & Varnish ... Pres.

Sec'y & Gen. Sales Mgr. Co., Boston
Edward Kimball "Guard," Eugene, Ore., Adv. Mgr M. C. Mogensen & Co., Ass't to Gen. Mgr.

Inc., San Francisco
A. G. Whalev Macfadden Publications, Inc., New York Mathewson & Sinclair Space Buyer

New York

F. A. Colton Bell & Howell Co, Chicago, Sales Pro Same Company Eastern Mgr. Neiv York

Philip A. Conne Saks & Co., New York, Vice-Pres Resigned

C. A. Jones Seiberling Rubber Co., Akron, Ohio Same Company Ass't to Sales Mgr.

Akron Sales Mgr.
Thomas Irwin J. Walter Thompson Co., Chicago, Art Dir Fuller & Smith, Art Dir.

Cleveland

A. C. Partridge Firestone Tire & Rubber Co., Akron, Ohio The Goodyear Tire & Sales Dept.

Vice-Pres. & Sales Mgr. Rubber Co.. Akron

J. W. Kinney The Butterick Pub. Co., New York, Adv. Staff "Pictorial Review." Adv. Staff

New York

W. H. Graham Progressive Composition Co., New York The Conde Nast Press Pro. Mgr.

Greenwich, Conn.

B. A. Hansen Hansen & Co., San Francisco Botsford-Constantine Pro. Mgr.

Co., Seattle

Harrison R. Baldwin. .Hammermill Paper Co., Erie, Pa., Same Company Sales Mgr.

Ass't Sales Mgr.
Marie M. Braken Dorland Agency, New York Albert Frank & Co Copy

New York
Henry C. Little Lord & Thomas and Logan. Los Angeles Same Company, Art Dir.

San Francisco
B. J. Abraham "Independent." San Diego, Calif "Record." Los Angeles Classified Adv. Mgr.

B. Welfare "Twin-City Sentinel," Salem, N. C 'Journal-Star," Cir. Mgr.

Winston-Salem

George R. Poole Fuller & Smith. Cleveland Manning & Greene, Inc. . . .Service Dept.

Cleveland

C. W. Gaskell The Intertype Corp., New York, Vice-Pres R. Hoe & Co., New York. . . Vice-Pres.

Laurence R. Melton. . ."Globe-News," Amarillo, Tex., Adv. Dept J. S. Nugent, Amarillo Vice-Pres. & Dir. of Sales

Richard Milton Campbell-Ewald Co., Chicago Brinkerhoff. Inc., Chicago. . Member of Staff

Kenneth Ring Chas. H. Touzalin Agency, Chicago Brinkerhoff, Inc., Chicago. .Mem ber of Staff

Robert S. Clary Curtis Publishing Co., Philadelphia Associated Adv. Agcy Sales Pro. Mgr.

House Organ Editor Jacksonville, Fla.

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS

Name Address Product Now Advertising Through

The National Conveyer Co Findlay, Ohio Coal Storage The Nichols-Evans Co, Cleveland

Equipment
McKesson & Robbins. Inc New York "Calox" Tooth Powder. .The Erickson Co.. Inc., New York

"Analax," Liquid Al-

bolene and other "McK

& R." Preparations
Furness Bermuda Line New York Transportation to Is-. . Lord and Thomas & Logan. New York

lands in Caribbean

Sea
Gits Bros. Mfg. Co Chicago Oil Cups & Automatic. .Hurja-Johnson-Huwen. Inc.. Chicago

Oiling Systems for . . .

Automobiles

The Port Chester Restaurant New York Restaurant World Wide Adv. Corp.. New York

Utica Heater Co Utica, N. Y "Imperial Super Moscr & Cot ins, Utica

Smokeless Boiler" &

"Superior Furnace"
Plymouth Mfg. Co Chicago Gas Saving Devices Hurja-Johnson-Huwen. Inc.. Chicago

for Automobiles

ADVERTISING AND SELLING

December 1, 1926

When Fletcher Montgomery

President of the Knox Hat Company

Read "Obvious Adams"

— He immediately ordered 50 copies

to distribute to business associates

ANY thousands of copies of this
"little book with a big business
message," written by Robert R.
Updegraff, have been bought by business ex-
ecutives during the ten years since it appeared
in The Saturday Evening Post. They have
placed them in the hands of every one of
their executives, branch managers, depart-
ment heads, salesmen, and even their office
workers, because this simple story crystallizes
one of the most important principles in busi-
ness — makes it graphic, inescapable, usable in
the day's work all through a business.

There is inspiration in the story of Obvious
Adams. Young men read it and catch a pic-
ture that makes them want to knuckle down
to more effective work. Older men read it

and it somehow clears their vision and gives
them a fresh urge to accomplishment.

"Obvious Adams" is a pocket size book
bound in cloth with gold-stamped title — an
exceedingly attractive little volume suitable
for presentation purposes, yet it is sold in
quantities at prices that make possible its
broad distribution. It offers an ideal solu-
tion to the problem of a Christmas gift for
the members of an organization, autographed
by the head of the business or department.

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, 75c postpaid

KELLOGG PUBLISHING COMPANY

39 Lyman St. Springfield, Mass.

December 1, 1926 ADVERTISING AND SELLING

eij6

tSSS ♦ The NEWS DIGEST ♦ »'.ri 'L

CHANGES IN AGENCIES AND NEW ADVERTISING ACCOUNTS {Continued)

Name Address Product Now Advertising Through

Direct Control Light Corp New York "Lazar" Operating Fred'k A. Spolane Co., New York

Lights for Den:ists,

Surgeons, etc.
American Sales Book Co.. Ltd Elmira, N. Y Sales Books, W1Z Fuller & Smith, Cleveland

Registers and Inter-
fold Forms

The Acme Mfg. Co Forest Park, 111 Acme Pig Coal Wade Adv. Agcy., Chicago

National Refrigerating Co New Haven, Conn "Ice-o-lator" Re'rig- ....O. S. Tyson & Co., Inc., New York

erators

Cornish Wire Works New York Radio Wire Albert Frank & Co., New York

Grecian Health Corset Co Chicago Corsets Brinckerhoff, Inc., Chicago

A. K. Trout Co New York "Kling-Klip" Shaving.. . . J. X. Nelter, Inc., New York

Brush Holder

The Egyptian Lacquer Mfg. Co New York "Egyptian Lacouer" The Corman Co., New York

The Moser Fur Co St. Louis Raw Furs Bergen Adv. Co., St. Louis

The Shotwell Mfg. Co Chicago "Red Grange" Candies.. . Reincke-Ellis Co., Chicago

The Allis-Chalmers Mfg. Co Milwaukee Industrial Machinery Merrill, Price & Taylor, Chicago

Atiyeh Bros Seattle Oriental Rugs Milne-Ryan-Gibson, Inc., Seattle

The Mendel-Dmcker Co Cincinnati "MendelTrunx" Porter-Eastman-Byrne Co., St. Louis

(Effective Jan. 1)

The Atlantic Gypsum Products Co. . .Boston Gypsum Wall Board Wolcott & Holcomb, Inc., Boston

Hotel Missouri St. Louis, Mo Hotel The John Ring Adv. Co., St. Louis

The Ruberoid Co New York "Ruberoid" Weather- . . .Griffin, Johnson & Mann, Inc., New York

proof Goods

The Electric Specialty Co Stamford, Conn Electrical Apparatus. . . .The Arthur Hirshon Co., Inc., New York

The Ponce de Leon Springs Chicago Real Estate Roger M. Newcomb, Deland, Fla.

Syndicate

The Simmons Co New York Beds & Bedding J. Walter Thompson Co., New York

(Effective Jan. 1, 1927)

The Mennen Co Newark, N. J Toilet Preparations F. Wallis Armstrong Co., Phila.

The Becker Provision Co Little Rock, Ark Hams & Bacon Burton E. Vaughan, Little Rock

The Ambecor Corp New York "Eagle-Grip" Shoe G. Howard Harmon, Inc., New York

Buckles
The American Silver Sheet Co St. Louis, Mo "Silversheet" Motion The John Ring Adv. Co., St. Louis

Picture Screens

The Times Square Trust Co New York Finance Edwin Bird Wilson, Inc., New York

The Vermont Machine Co Bellows Falls, Vt Washing Machines Doremus & Co., Boston

& Cream Separators

The Evaporated Milk Ass'n Chicago Evaporated Milk N. W. Ayer & Son, Chicago

The Red Arrow Mfg. Co Seattle, Wash Toys Carl W. Art Adv. Agcy., Seattle

The R. H. Schwartz Rim Flap Cleveland Rim Flaps The Harm Wbite Co., Cleveland

Mfg. Co.

O. 0. Scroggin Co Little Rock Cotton Burton E. Vaughan, Little Rock

The Chicago Theatrical Shoe Co ... . Chicago Shoes The Frederick-Ellis Co., Inc., Chicago

Hincher Mfg. Co Washington. Ind Garment Hangers A. R.Johnson Organization, Chicago

The Horn Engineering Co Detroit Grinders Taylor-Eby Adv. Co., Detroit

Nippon Yusen Kaisha S. S. Line..., New York Transportation Smith, Sturgis & Moore, Inc., New York

Skiler's Laboratories Philadelphia "Skiler's Antiseptic" Charles C. Green Adv. Agcy.. Phila.

Greene-Brown Mfg-. Co Chicago Brown "B" Super- Merrill. Price & Taylor, Chicago

Power Unit for Radios

The Morgan Gage Co Rockaway, N. J Liquid Gages 0. S. Tyson & Co., Inc., New York

The Browning Drake Corp Brighton, Mass Radio Receivers Frank Kiernan & Co., New York

Ford Radio & Mica Corp New York Radio Accessories Albert Frank & Co., New York

NEW PUBLICATIONS

Name Published by Addreess First Issue Issuance Page Type Size

"The Sportsman" The Sportsman 50 East 42d St., New York ....Jan. 1, 1927. .Monthly. . .8 5/16 x 11V4

Publishing Co. and 10 Arlington St. Boston

NEW ADVERTISING AGENCIES AND SERVICES, ETC.

Advertising Statistics Co 405 Lexington Ave., New York City Statistical Service ..William J. Punch

Mail Advertising, Inc Detroit Direct-Mail Service. William S. Gribble, Pres

Olsen Advertising Agency. . .Transportation Bldg.. Los Angeles, Gal. .Advertising A. J. Olsen

PUBLICATION CHANGES AND APPOINTMENTS

■'The Gift & Art Shop," New York Has been elected to membership in the Associated Business Papers, Inc.. New York

"Rocky Mountain News" & "Denver Times". . .Have been purchased by the Scripps-Howard Organization. The "Time-" has I n

Denver, Colo. consolidated with the Denver "Express," into the Denver "Evening News"

The "Knoxville Sentinel." Knoxville. Tenn Has been purchased by the Scripps-Howard Organization and consolidated with the

Knoxville "News." The new paper will be called the "News-Sentinel"

ADVERTISING AND SELLING

December 1, 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 30 point.

[A full showing of the Garamond Series will be sent upon request]

MERGENTHALER LINOTYPE COMPANY

DEPARTMENT OF LINOTYPE TYPOGRAPHY, 46 1 EIGHTH AVENUE, NEW YORK

LINOTYPE )

y
I

F-

(I
?
n

LINOTYPED IN GARAMOND SERIES

December 1, 1926

ADVERTISING AND SELLING

gXj6

A dvertising
& Selling

. The NEWS DIGEST ♦

Issue of
Dec. 1, 1926

PUBLICATION CHANGES AND APPOINTMENTS {Continued)

"Gazette," Inglewood, Cal Has changed from a bi-weekly to a morning daily

"News and Courier," Charleston, S. C. Appoints the John Budd Co., New York, as its National Advertising Representatives.

"Adirondack Enterprise," Saranac, N. Y Is being issued daily. It was fonnerly a tri-weekly.

"Record," Salida, Colorado Has suspended publication.

"Kansas City Star Weekly" Has taken over all the circulation of the "Weekly Globe-Democrat," St. Louis, west

of the Mississippi River.

"Weekly Globe-Democrat," St. Louis, Mo Has suspended publication.

"Guide," Des Moines, Iowa Has suspended publication.

"Star," Kansas City, Mo Appoints Doty & Stypes, Inc., as its Pacific Coast Advertising Representative.

The "Pacific Coast Architect," San Francisco ..Has appointed Doty & Stypes as its Northwest and British Columbia Advertising

Representative.

The "Press," Memphis. Tenn Has absorbed the "News-Scimitar," Memphis, in a consolidation of the two papers.

"Herald," Mt. Vernon, Washington Has been purchased by H. B. Averill, owner of the "Mineral-Echo," Cle Elum.

"Tribune," Mellette, S. D Has been sold by Paul Zerbe to E. J. Myers.

"Chronicle," Augusta, Ga Appoints Bryant, Griffith & Branson, Inc., Atlanta, as its National Advertising Rep-
resentative.

"Motor World Wholesale," Philadelphia Has changed from weekly to monthly issuance.

"Tribune," Waterloo, Iowa Appoints the G. Logan Payne Co., Chicago, as its National Advertising Representative

MISCELLANEOUS

McKesson & Bobbins, Inc., New York Have consolidated with Girard & Co.. Inc., Bridgeport, Conn.

The Union Carbide & Carbon Corp Has purchased the assets of the U. S. Vanadium Co., Rifle, Colo. The company's sales

New York will be handled by the Electro Metallurgical Sales Corp., a subsidiary

Johnson-Woolley, Associated, Chicago Has been reorganized and its name changed to The A. R. Johnson Organization

Hommann, Tarcher & Cornell, Inc., New York. .Name changed to Hommaim & Tarcher, Inc.

The Firestone Aspley Rubber Co., Hudson. .. .Name changed to the Firestone Footwear Company.

Mass.
The Ralph L. Dombrower Advertising Has purchased the entire effects and good-will of the Freeman Advertising Agency

Agency, Richmond, Va. of the same city.

The L. R. Uhlenhart Adv. Agcy., and the Have consolidated under the name of The Jonas-Uhlenhart Adv. Agcy.

M. G. Jonas Adv. Service, Los Angeles

Name

The Hanff-Metzger Co.

"Power Plant Engineering
Bresiser & Co

CHANGES IN ADDRESSES

Advertising Agencies and Services, Publications, etc.

Business From To

Advertising 95 Madison Ave., New York City. .Paramount Bldg., 43d St. & Broad-
way, New York City

.Publication 537 So. Dearborn St., Chicago ...53 West Jackson Blvd., Chicago

.Advertising 331 Walnut St., Philadelphia 1607 Sansom St., Philadelphia

DEATHS

Name Position Company Date

Charles H. Bunting Vice-President Walter B. Snow & Staff, Inc., Boston Nov. 14, 1926

James O. Winslow President '."Statesman," Yonkers. N. Y Nov. 14, 1926

Thomas Cusack Former President The Thomas Cusack Company Nov. 19, 1926

C. P. J. Mooney Publisher "Commercial- Appeal," Memphis, Tenn Nov. 23, 1926

Henry Schott ........ Former Vice-Pres Montgomery Ward & Co., Chicago Nov. 27, 1926

ADVERTISING AND SELLING

December 1, 1926

"KJElf'S and comment about The Chicago Tribune, zone
^- marketing, advertising, and Chicago/and .... prepared by
the Business Survey of The Chicago Tribune.

From the

"Formerly it was axiom that competition was
the life of trade. Under the methods of the present
day, it would seem to be more appropriate to say
that advertising is the life of trade."

President Calvin Coolidge
Paper and Ink

OCCASIONALLY some of our friends ac-
cuse us of immodesty when we proclaim our-
selves "The World's Greatest Newspaper."
There are a lot of things that enter into the
question of such supremacy — editorial excel-
lence, volume and character of advertising,
cartoons and features, organization, public
service, editorials, mechanical perfection, ad-
vancement of newspaper science.

Take paper and ink. The Chicago Tribune
uses more paper and ink than any other news- mui

paper in the world. Editor and Publisher has md

compiled some figures on it. The Tribune con-
sumes 140,000 tons of paper a year. More
than 5,000,000 pounds of ink become news,
ads, cartoons, editorials in The Tribune each

year.

The New York Times consumes 80,1 15 tons
of paper and 3,324,933 pounds of ink. The
Evening World uses 79,500 tons of paper and
2,450,000 pounds of ink. The Chicago Daily
News uses 52,684 tons of paper and 1,503,094
pounds of ink; the Detroit News 56,600 tons
of paper and 1,620,000 pounds of ink.

Speaking of paper, reminds us that The
Tribune led the way for American newspapers
in eliminating waste through shipping. A few
years ago, our losses enroute from mill to
press-room were 1% of all paper shipped —
millions of pounds of paper a year. Now the
losses are infinitesimal — less than one-half
pound to a ton. Bolts and beams in cars are
covered; only newly inspected cars are loaded;
no leaking roofs; the hump in switching has
been eliminated.

The Tribune controls its raw materials. It
manufactures its own paper at Thorold, On-
tario, and at Tonawanda, New York, and
much of its own ink in Chicago.

France — Canada — Chicago

CONSIDER if you will, Pierre Jacques
Laffitte. Pierre is out of France by Can-
ada. He stands the accepted six feet some-
thing or other in his lumbermen's socks — all
wool and about an inch
thick. Pierre wields a
wicked axe. His con-
suming ambition is to
prove himself de bes'
tarn fine woodsman in
allThe Tribune timber-
lands. Not a small
order, that, because
those timherlands em-
brace some 2500 square
miles of the Province of
Quebec. And there are
any number of Pierre's
friends and cousins —
"Z,r?lrw ^ the 5th degree— all
eager to knock Pierre's
rep as a woodsman for a row of cant hooks.

Pierre has spent most of his life in the wil-
derness. .And a good many winters have been

By the President Paper and Ink

France, Canada and Chicago . . . Senators and

Prizefighters No Expense Parking

Privileges Personalia Circulation

spent working for The Chicago 1 ribune. The
Chicago Tribune is a newspaper printed in a
far off city that Pierre has never seen, and
printed in a language which, for the most
part, Pierre does not read.

Every time Pierre gets in some of his flashy
artistry on a pulp log, away up there in the
Tribune timberlands, he's helping to make
Tribune paper — Tribune paper that will prob-
ably carry some advertiser's message to the
Tribune millions of Chicagoland, where cen-
turies ago Pierre's fellow countrymen, Mar-
quette and Joliet, were carrying the white
man's message to the Indians .... Interest-
ing thought .... Wonder if it everoccured to
Pierre? .... Probably not.
* * *

Radio and Circulation

Does broadcasting news affect newspaper cir-
culation? And does it h urt it or help it?

On election night, Station W-G-N (World's
Greatest Newspaper) broadcast election re-
turns every half hour until midnight. The
next morning the circulation of The Tribune
was 856,868. A few weeks before, Station
W-G-N broadcast the Dempsey-Tunney fight
— every blow, almost. You remember Major
White — "He's not theDempseywe'reaccus-
tomedto" and " Thisiswhathappenstoafighter
whodoesn'tfight" — a flow of words like water
over Niagara. And the next morning 905,408
persons bought The Chicago Tribune — the
high water mark to date.

Do your own moralizing on the figures.

"Advertising is not an expense."
S. W. STRAUS

S. W. Straus and Co. invested S2.929 in ai
vertising in The Chicago Tribune in 1912.
They have purchased an in-
creasing amount every year
since. Last year The Chicago
Tribune lineage bought by
S. W. Straus and Co. totaled
854,626.

"The first advertisement
to be published over the

TOJVER

signature of S. W. Straus and Company was
printed in The Chicago Tribune in 1895,"
said S. W. Straus, head of the firm which
now has branches in 50 cities,

"We invested a larger amount of money
last year in The Chicago Tribune than in
any other publication — newspaper or maga-
zine. Inquiries from The ChicagoTribune
come, not only from Chicago and its en-
virons, but in great numbers from all that
rich mid-west territory which The Chicago
Tribune blankets."

Ten Billions — Without Parking
Privileges

Government statisticians figure that Amer-
ica spends ten billions a year for the fun and
convenience of owning a car. That is about
one-seventh of the country's entire income.
Five hundred dollars per car, per year, for
20,000,000 cars!

One-fifth of the automobile registrations of
the country are in The Chicago Territory.
That means two billions spent for automo-
biles. A rich territory, this, fortunately sup-
ported by both industry and agriculture.

Single issues of the Sunday Tribune, reach-
ing an average of 60% of the families in 1151
towns in Chicagoland, carry more auto-
mobile advertising than full week's issues of
any other Chicago newspaper.

iune in 1912.

Personalia

JOHN Cornyn, reporting the recent
Yaqui uprising in Mexico, hails
from Tennessee, but he's been 35 years
south of the Rio Grande . . . We'll say
he knows his stuff! .... Arthur Sears
Henning, veteran head of our Washing-
ton (D. C.) bureau, was in town early
last month, casting an eagle eye over
the local senatorial tangle .... The
1926 Linebook, R. H. L.'s annual an-
thology of verse and prose from The
Line, is announced for the first week in
December . . . Add bookstore riots . . .
W-G-N, the Tribune radio station on
the Drake Hotel established history-
making precedent by declaring war in
the courts against an interfering sta-
tion .... Carey Orr, Tribune political
cartoonist, has entered the ranks of
authors . . . "Borrowed Glory," a serial
story of love, war and West Point, il-
lustrated by the writer, is Carey's liter-
ary offering.

Largest in History

October circulation was the largest in the his-
tory of The Tribune. The average net paid cir-
culation was 76fl,09I daily: 1,157,635 Sunday.

Pop Toop

December 1, 1926

ADVERTISING AND SELLING

QOMEWHERE, somehow,
sometime, somebody started
. . . like the myth tacked on to
George Washington's cherry tree
... a statistical statistic to the ef-
fect that women do 85 c / ( , or
whatever the number was, of the
buying. ^

Now we'll grant you that women
spend a lot of money, but we can-
not consistently relegate man to
the 15% class. So, unlike some
newspapers, The Free Press
doesn't claim to be a woman's
medium pure and undefiled,
from front page "ears" to the
back page cut-off rule. Nor does
it base its agate line solicitation
upon the fact that it will sell with
equal ardor and verve, vanity
cases or shotgun shells to one
hundred per cent of the popula-
tion by appealing to fifty per cent
of it.

The Free Press, therefore, is
neither a man's nor a woman's
newspaper, but an interesting news-
paper, and, as such, gets itself
across at the breakfast table to
the whole family, which means,
men, women and children.

By being thorough, alert, sensible,
authentic and complete, The Free
Press wins the approval of a
major portion of the steady buying
homes in America's Fourth City
... in America's Third Market.

Today, women are as much inter-
ested in the fall of the franc or
the elimination of "one half of
one per cent" as the men. She
can sock a golf ball for a par
score, swim English Channels or
what have you, draw a bead on
the wildest mallard, with any man
. . . they're good scouts too, and
you, the advertiser, can soundly
use a newspaper like The Free
Press that in its editorial content
feeds the mentalities and tickles
the vanities of both the Adams
and the Eves of present day ex-
istence.

®be PjetraiLjfm ^xm

VERREE &

National

CONKLIN, Inc.

Representatives

You can almost smell the oil!

ILLUSTRATION
* above (from re-
cent issue ofN P
N I oil-drenched
crew of Rio Bravo
Oil Co. working to
bring undercontrol
well flowingat rate
of lu.iK.lll barrels of
crude oil dally.

HEN you read a copy of National Petroleum News
you can almost "smell oil,'' so vividly is the oil industry
reproduced in words and photographs. National Petroleum
News has none of the dry and dusty atmosphere of a paper
edited only from an office. Instead, it's full of the life, action
and speed of the industry itself because its news is written
where the things that make news are happening. It is edited
from the derrick floor, the refinery yard, the distributing
warehouse, the tank truck and the filling station. The
result? — first in Reader Interest.

NATIONAL

r ET us send you
a sample copy
so that you can see
for yourself that
these things are so.

PETROLEUM

NEWS

Published from 812 Huron Road. CLEVELAND

BRANCH OFFICES:

TULSA. OKLAHOMA CHICAGO NtWYORK HOUSTON. ThX

608 Bank ofCommcrcc Bldg. 36n N. Michigan Ave. 342 Madison Ave. 608 West Bldg. .

LOS AMGtLES-628 Securities Building

Members: A. B. C.—A. B. P.

Advertising

& Sellin

PUBLISHED FORXNIGH

Painted by \V. Biggs for Pepsodent Company

DECEMBER 15, 1926 15 CENTS A COPY

In this issue:

"Broadcasting's Place in Advertising" By Edgar F. Felix; "Out of a
Job at Fifty" By S. E. Kiser; "Mr Lemperly Has Started Something"
By J. M. Campbell; "This Matter of the Cash Discount"; "Indus-
trial Advertising and Selling" on Page 38; "The News Digest" on Page 83

ADVERTISING AND SELLING

December 15, 19

Pebeco Is Sold in Chicago Homes
Through The Daily News

Member of The 100.000
Croup oj American Cities

THE universal concern for
good health is the basis of
the appeals made by manufac-
turers of dentifrices, whose
products tend to prolong the life
of teeth and thus promote good
health. Since health is of prim-
ary importance to every one, it

is a leading subject for discussion

in the family councils.

Quite naturally the advertising
of Pebeco dental cream — placed by
the J. Walter Thompson Company
— appears in The Daily News — the
Chicago paper having the most
weighty influence in the home. The
Daily News is the only Chicago
daily paper carrying this advertis-
ing.

THE CHICAGO DAILY NEWS

First in Chicago

NEW YORK
I. B. Woodwan

110 E. 42d St.

Advertising Representatives :
DETROIT
Woodward & Kelly
Fine Arts Building

SAN FRANCISCO
C. Geo. Kroitness

nal Bank lil.l ■.

253 First Nat

Wednesday bj Advertising Fortnightly, inc., 9 East 38th St., New Fork, N. Y. Subscription price |3

I Entered as sec I class matter May 7, 1923, at Post Office at New Fork under Act of March 3, LS7!

December 15, 1926

ADVERTISING AND SELLING

Uwo
RUTHLE^
ASSASSIN!

-that lurk in your JVLOTOR

■ • • HEAT and FRICTION • • •

miles. Pampered limousines, mud freckled
roadsters, giant trucks— all are fair prey
for those two. And rhey work so quietly,

a false sense of sccuriry

Every minute you drive. Heal and Fric-
tion lurk there in yout motor, waiting
ceaselessly for a chance to maim a cylinder,
cripple a bearing, or hasten your motor
to an untimely end. And only yout

from doing damage.

Why many oils fail

When a motor-oil goes into action it

is no longer the cool, gleaming liquid

Only a thin yi/m of the oil actually holds
the fighting line. This film coversaJI the

.viral partsofthemotor and comes between

unbroken, the motor is safeguarded from
destructive heat and friction.

But the oil film itself is subjected to
terrific punishment. It musr withstand
searing, scorching heat — and tearing,
grinding friction.

Far too often, ordinary motor oil fails.
The film, under that two-fold punish-

:-,.-.<■

In,.,

Then, before you even know your
motor-oil has failed, you have a seized
piston, a scored cylinder or a burned-out
bearing, And you pay big repair bills.

Tide Water lechnoloqists spent years
in studying not oils alone, but oil-film.
Finally 'they perfected, in Veedol, an oil
that offers the utmost resistance to
An o.l which

deadly heat and fri
gives the "film oi
trw/e, smrxilb ai uli,

In fast increasing thousands,
ers are learning th:

■■VieFlIMof
PROTECTION

e Veedol "film of
t steadfast

defender. Stop, today, at the firsr orange
and black Veedol sign and have your
ctankcase drained and refilled with thecor-
rect Veedol oil for your particular motor.
Tide Water Oil Sales Corporation, II

ent prepared for the Tide Water Oil Sales Corporaiu

Advertising's best sellers

The man in the street doesn't get excited
about philosophy. But call it "The Story of
Philosophy", people it with human, lively
characters 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 popular news-

paper fashion, and you have — a best seller.

The man in the car doesn't think about
motor oil. But call it the "Film of Protec-
tion", write it as a mystery story,
and you have — a best seller.

To interested executives we shall
gladly send notable examples of ad-
vertising that has succeeded in turn-
ing difficult subjects into — best
sellers.

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

Richards

FACTS FIRST

THEN ADVERTISING

ADVERTISING AND SELLING

December 15, 1926

Reconciling a Paradox

ALTHOUGH The Indianapolis News
x*- carries, and has carried for years, one
of the outstanding volumes of national
advertising in America —

*w-

'If* 3 -

Fewer total agate lines of national advertising
are published annually in Indianapolis than
in most comparable markets.

The reason is as plain as the simple statement of the paradox
itself:

Because The News is in itself so enormously productive of
sales, fewer lines are needed in Indianapolis to achieve the
desired result.

Because The News alone is equal to any advertising load,
expenditures in secondary and supplemental mediums can be
saved. An "A" schedule in The News accomplishes what
two or three "B" schedules might be expected to do.

The truth reconciles any paradox.

"Christmas seal
your Christmas
mail .'"

THE INDIANAPOLIS NEWS

H "" T "!'£,m^ s"«> ROLL Fiank T. Carroll, Advertising Director

Chicago, J. E LUTZ
The Tower Biulding

December 15, 1926

ADVERTISING AND SELLING

Everybody's Business

By Floyd W. Parsons

LET us conclude our brief
discussion of the diet
■^question today. The
subject can almost be
summed up in the statement
that the beginning and end
of the whole matter is the
maintenance of an alkalin
blood stream. The total of
human ailments would
probably be reduced to a
fraction of what they are
if everyone could continue
to keep his blood properly
balanced on the side of al-
kalinity. The way to do
this is simple: merely to
consume more fruit, vege-
tables and milk. These are
the foods that make the
blood alkalin. It all sounds
easy, but is difficult to
achieve because of our per-
verted tastes and incorrect
eating habits.

One of the greatest
threats to health today is

from processed foods. This does not mean that we are
going back to nature and will again live on natural
foods as was the custom ages ago. Such a thing is
impossible with life organized as it is today. We could
not live in our great cities without utilizing to the ut-
most modern methods of treating, preserving and dis-
tributing food.

Napoleon offered a prize for a successful method of
preserving food products and thus started the canning
industry. The business he was instrumental in estab-
lishing is now the cornerstone of urban life. It is one
industry that has tried to keep step with the advances
of science. The canner early saw the need of substi-
tuting the chemist for the cook. When vitamins were
discovered and it was found that some of them were
destroyed by heat, the food preservers set about solving
the problem.

Now the business of canning is carried on with such
precision that things like tomatoes and peas are so pre-
served that very little of the vitamin content is lost.
Careful tests by independent investigators have dis-
closed that canned spinach, for instance, retains its
content of vitamins A and C, even after the food has
been kept in a can for three years. Vitamin C is the
most easily affected of all the vitamins, and yet apples
and other fruits can be canned with practically no loss
of this substance.

Even more astonishing is the fact that apples canned
in the fall had lost none of their vitamin content when
opened in the spring. On the other hand, raw apples
held in cold storage for eight months showed a loss
of more than one half of their vitamin C content. All
of these canning studies are open for inspection, and
clearly indicate that much of the criticism we have
heard concerning canned goods may have been hasty
and somewhat unfair.

A somewhat similar situation exists with respect to
the baking industry. As a complete food, whole-wheat

Courtesy Hawaiian Pineapple Co., Ltd.

bread is certainly superior
to white bread. But the
public prefers the looks and
taste of the latter. I do
not eat white bread, but I
am not blind to the fact that
such bread can be eaten
without harm by people who
so regulate their diet that
the minerals which are lack-
ing in white flour are sup-
plied by other foods.

I am not sure that we
could substitute the whole
grain for the de-mineralized
flour under our present sys-
tem of storage and distribu-
tion. Taking out the min-
eral content renders a flour
less liable to spoilage. But
even if we could remove all
commercial obstacles and go
back to the graham bread
of our forefathers, it is a
question whether or not the
public would acquiesce to
the change. Most of the
bakers' efforts to introduce dark bread have failed.

Another point of debate concerns the evils of cook-
ing. Unfortunately, our housewives and cooks have not
gone in very heavily for research. Much progress
might be made in this direction if some way could be
found to carry thi'ough extensive programs of educa-
tional work. Haphazard methods in the kitchen now
deprive many foods of their nutritive value. Potatoes,
when peeled, then soaked in cold water and finally
boiled, lose fifty per cent of their nitrogenous matter
and a third of their mineral salts. Cooking and eating
them with their jackets on is one answer. The prime
error of the present day is the common tendency to
make life easy for the digestive organs.

The muscles of the alimentary tract had something
to do in the days of the old bark-eaters, and that is
why those primitive folk died of causes other than
digestive ailments.

There is no doubt concerning the need for science in
our kitchens. Things are cooked too slowly.

Vegetables that should be heated only until they
become tender are kept on the fire until they have
shrivelled up. It takes only twenty minutes of boiling
to destroy most of the nutritive value of a vegetable
like asparagus.

Diet reform is an important movement. But it must
be carried on by practical people in a sensible way.
Our present customs, bad as they are, have not been
developed without reason. It must not be overlooked
that the nutritional benefits produced by the consump-
tion of food are derived largely from the pleasure re-
sulting from eating. A considerable proportion of
the things we eat should be raw foods. On the other
hand, no substance is more important in the diet than
starch, and most starchy foods have to be thoroughly
cooked before they become digestible.

Correct eating, therefore, does not mean the substi-
tution of everything new for everything old.

ADVERTISING AND SELLING

December 15, 1926

From the simple line
engraving to thesubtle
highlight half-tone is
a stride that only an
industry pledged to pro-
gress could possibly ma\e.

^he ^Heavy cj^mmunition of d^ldvertising

The manufacturers of sportsmen's supplies
have learned that their "Story in Picture
Leaves Nothing Untold." » Photo-Engraving
is the heavy ammunition of advertising, be-
cause the same picture that sells the professor
will move a peasant. Its appeal knows no
class distinctions.

The American Photo-Engravers Association
is justly proud of the dramatic strides Photo-
Engraving has made in reproducing elusive
subjects "as natural as life."

The biographical booklet "The
Relighted Lamp of Paul
Revere" supplied on request.

Photo-Engraving has enabled us to dramatize
on paper the thrill of hunting, and to smash
straight to the bull's-eye of the prospect's
attention and interest. There is no doubt
that this type of graphic advertising will be
increasingly important in the future. With-
out the great strides which have been made
in the Art of Engraving and without the
helpful co-operation of Photo-Engraving
experts, much of the effectiveness of graphic
advertising would be impossible.

Secretary and Sales Manager

Western Cartridge Company

East Alton, Illinois

AMERICAN PHOTOENGR AVERS

©ASSOCIATION©

GENERAL OFFICES ♦ 863 MONADNOCK BLOCK * CHICAGO

December 15, 1926

ADVERTISING AND SELLING

GOOD WILL

Maintained

How

this magazine holds its Good Will. Why maintained
Good Will is Good Business for advertisers.

THE Good Will so gener-
ously bestowed by women
on products advertised in
GOOD HOUSEKEEPING
is a reflection of the Good
Will this magazine maintains
editorially. GOOD HOUSE-
KEEPING'S value as an adver-
tising medium follows its value
as a magazine.

Every editorial page, like every
advertising page, must guaran-
tee satisfaction. That every page
will give satisfaction, the ideas,
suggestions and methods to
which women look for their
progress and the advancement
of their homes, are proved by
analysis, research and experi-
ment under true home condi-
tions before they may appear
in print.

GOOD HOUSEKEEPING,

as a result, does not present

Advertisers in GOOD HOUSE-
KEEPING have long since learn-
ed that GOOD HOUSEKEEP-
ING'S way of guaranteeing every
advertisement is a sound builder
of permanent Good Will. That
women can rely on GOOD
HOUSEKEEPING'S advertis-
ing pages is Good Business for
advertisers.

But this were fruitless if women
could not first place complete reli-
ance on GOOD HOUSEKEEP-
ING'S editorial pages. Guaran-
teed advertisements only conform
to the standards of honest values
women find elsewhere in this
magazine.

itself to women as a magazine
in the ordinary sense. Rather it
is a complete and reliable plan
for conducting the business
of housekeeping — a plan on
which women can depend with-
out reservation. And they do.

GOOD HOUSEKEEPING

CHICAGO

NEW YORK

BOSTON

Last month one woman wrote:
"I knew nothing of cookery
when I married, and I owe all
of my success to the simple,
straightforward material in
your pages. So many women's
magazines touch only the high
spots."

To prove how widespread is this
same Good Will, merely ask
any woman whose opinion you
respect: "What has GOOD
HOUSEKEEPING done for
you?" Recognition of value is
the reason why over a million
and a quarter women buy
GOOD HOUSEKEEPING
every month — and use it. That
they do use it is the reason why
GOOD HOUSEKEEPING
carries more pages of advertis-
ing — more accounts — than any
woman's magazine.

For the advertiser, Good Will,
GOOD HOUSEKEEPING

and Good Business go together.

This is the ninth in a series.

ADVERTISING AND SELLING

December 15, 1926

The Open Door to the
Greater Detroit Market

The Coe Terminal Warehouse provides the open
door through which you may reach the greater Detroit
market. Strategically served by the main line of the
Michigan Central Railroad, the Coe Terminal is advan-
tageously located in the heart of the wholesale and
jobbing district of downtown Detroit.

Compactly provided under one great roof is every
facility for maximum merchandising comfort and util-
ity. There are modern offices, with windows designed
to make more sunlight always available, across from
them, commodious display rooms. On the same floor
is large, well planned warehouse space, completely
equipped. Your merchandising and sales activities are
brought into intimate contact.

Some of the nation's leading firms are now sharing
these advantages in one of the finest warehouse term-
inals in the world. You, too, can profit by employing
this unified and usable space for better merchandising.

Good Business invites your immediate investigation
of the Coe Terminal Warehouse. We have just pre-
pared an attractvely illustrated booklet for your infor-
mation. May we send it to you, today?

W rite today for your copy of our illustrated
booklet "An Office Home for Merchandisers"

COE TERMINAL WAREHOUSE

Fort Street West and Tenth Street

Detroit, Michigan

Pecember 15, 1926

ADVERTISING AND SELLING

BackYards, Green Fields
and Rainbows

DURING the early gold
rushes hundreds of old,
experienced miners — their
eyes fixed on distant fields —
passed over the tremendous
wealth of the Comstock lode.

Many manufacturers are
making the same kind of
costlv error. With a business
gold mine at their front door,
they are chasing the national
market will-o'-the-wisp over
the bogs of disheartening
expense.

A case in point is that of a
stump puller manufacturer
in Iowa who dissipated a fair-
sized fortune trying to find
buyers in everv state — from

Maine to Oregon — and who
won back that fortune by a
simple change in sales
methods. Todav this manu-
facturer does a larger busi-
ness than he had pictured in
his fondest dreams. And he
hasri ' t a customer who lives five
hundred miles away from his
pla?it.

The business man of today,
struggling to increase profits
while under the enchantment
of distance, would do well to
make a careful analysis of the
possibilities of home territory.
Frequently there lies the
business he expects to find
bevond the distant rainbow.

^Our new book, '''The Third Ingredient in Selling,'' will^
interest manufacturers seeking new markets or attempt-
ing to stimulate greater business in established markets.
This book will be sent without expense or obligation to

Nt executives who ask for it on their business stationery, tr

James F. Newcomb & Co. inc.

Direct Advertising :: Merchandising Counsel

330 SEVENTH AVENUE, NEW YORK, N. Y.

ADVERTISING AND SELLING

December 15, 1926

THE SUPER -POWER OF
THE ALL-FICTION FIELD

Just as the high-tension wires of the ever-expanding elec-
trical industry reach out into every corner of America, so,
too, the powerful influence of advertising is no longer
confined to a few centers. Advertising today circuits a
huge cross-section of America.

National magazines are the high tension wires of modern
advertising. Some are what the electrical engineers call,
"unit stations," reaching a few communities and groups
within a limited radius. The power of others is limited
only by the two coasts.

Sixteen national magazines have come together to form
a pool of Super-Power that intimately affects the lives of
13,000,000 Americans.

This pool is called the ALL-FICTION FIELD.

The influence of the magazines in this field is confined
to no one locality, no one group.

Wherever America reads magazines today, there you will
find some one of the high-tension wires from this pool
carrying power from the common source.

The ALL -FICTION FIELD is ALL - AMERICA.

2,780,000

Members Audit Bureau o ,' Circulations

Magazines of Clean Fiction

NEW YORK

CHICAGO

SAN FRANCISCO

December 15, 1926

ADVERTISING AND SELLING

"BUTTERED PEASE"

A large business advertised for the first and perhaps the last time in its life. It is one of
the greatest manufacturers in its line. It makes a staple product that is used in almost
every home. It has been approached again and again by advertising men fired with the
natural desire to show it how to advertise and increase the sales of such a basic prod-
uct, and to all of them it has said, "We have nothing to advertise!"

It happened that this house was one that helped in fitting out the Leviathan. It
saw how other manufacturers took advantage of the temporary public interest in this
ship to describe their parts in supplying furnishings, and it said to itself, "At last we
have something to advertise." So it took a half page in all the leading newspapers to

announce that "all the on the Leviathan were supplied by the old and well known

house of " And that was all. It had advertised and got away with it, and it could

now confine itself to its legitimate work of making and selling goods.

It reminds us of the man who could say "Buttered Pease" in Choctaw. He had
spent his entire life in learning to say "Buttered Pease" in Choctaw, and his fame be-
came so great that the king sent for him and arranged a great audience at the palace.
And all the wise men were present to hear the savant. And when everything was

ready he walked up on the platform and bowed, and said it, and walked down again,
and it was all over. And everyone said, "How wonderful!" and went about his business.

CALKINS d> HOLDEN, inc. 247 park avenue, new york city

ADVERTISING AND SELLING December 15, 1926

Why Advertisers
Find Boston "Different"

BOSTON differs from other large cities in this one respect
— the difficulty of getting a true sense of newspaper
values.

There are two newspapers in Boston with morning and
evening editions. National advertisers are forced to consider
both editions as a unit — they cannot be bought separately.

The circulations of the two combinations are compared
with the circulations of an individual morning or an individ-
ual evening paper.

Advertisers are not permitted to compare morning papers
with morning papers and evening papers with evening
papers as in other cities.

This has resulted in compulsory and optional combina-
tions of morning and evening newspapers.

If advertisers are obliged to consider only the combined
morning and evening circulations of two Boston newspapers
why not apply the same logic to all Boston newspapers —
compare combinations with combinations rather than
with individual newspapers?

Here are the combinations:

1st combination (Optional) 655,300

2nd combination (Optional) 415,584

3rd combination (Compulsory) 273,240

4th combination (Compulsory) 250,998

Boston American— Boston Advertiser

RODNEY E. BOONE H. A. KOEHLER

9 East 40th Street Hearst Bldg.

New York City Chicago

S. B. CHITTENDEN F. M. VAN GIESON LOUIS C. BOONE

5 Winthrop Sq. Monadnock Bldg. Book Tower Bldg.

San Francisco Detroit

December 15, 1926

ADVERTISING AND SELLING

7/ takes only 46 families
to support a grocery store
in the Northern g Counties

HERE are in the Northern 9 Counties of New Jersey
11,480 grocery stores.

They serve a population
families.

>f 2,349,000—530,272

It takes, therefore, but 46 families to support each
grocery store — as compared to an average of 104
families for the country as a whole.

An enormous market, the Northern 9 Counties —
and outstandingly desirable.

View it in comparison to two great cities — Chicago
and Philadelphia.

Chicago, with a population of 3,392,000, has 11,012 grocery
stores.

Philadelphia, with a population of 2,442,000, has 6,386 grocery
stores.

The population of the Northern 9 Counties, only a little smaller
than Philadelphia, supports nearly twice as many grocery stores.

Only two-thirds as large as Chicago, it supports more grocery
stores.

And they are prosperous stores doing a large volume of business
with prosperous, well-to-do, well-living families who make up
this rich section of the Metropolitan area.

The food expenditures for the families in the Northern 9 Coun-
ties are estimated at $402,599,257, which is 3 x / 2 per cent of the
total national expenditure for foods.

The road to the favor of the quality families in the Northern 9
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

unc a)

<J lie. Cyjwao/W
CJm) i lazeti cHptnc jrdaxsh

Office of the Advertising Manager, 28 West 44th Street, New York

ADVERTISING AND SELLING

December 15, 1926

The Space Buyer's
ValueTo His Client Is—
His Knowledge of Media

""THIS illustrated brochure is a complete analysis
of the financial market and the leading publica-
tions in this important field.

It is made up in convenient form to fit snugly into
your files, carrying the current issue of The Maga-
zine of Wall Street for handy reference.

We shall be glad to send
you a copy on request.

PfAGAZINE

^WallStreet

Member A. B.C.

42 BROADWAY

VICTOR E. GRAHAM
Advertising Manager

NEW YORK

December 15, 1926

ADVERTISING AND SELLING

lit is human nature to prefer the known to the unknown" said
Thomas, as he handed over the new letterhead on Cranes Bond.

Cranes Bond is for official business stationery — checks, invoices, banking
forms, and all business instruments which circulate among the public. It is
dated and water-marked at Dalton. Made slowly of all new white rags, it is
generally considered the premier business paper of America, and its wide
use by the largest financial and industrial organizations gives you — as a
Cranes Bond user— a kind of association which is recognized and respected
as a symbol of good taste and business integrity.

CRANES BOND

IT HAS A SPONSOR

^^ 1

Cranes Bond is not stationery. It is the material from which your engraver, lithographer, orprinter makes letter-
heads. Look/or the Crane water-mark in your morning's mail. It stands for 100% NEWwhite rag stock, the bank
notes of ^f countries, paper money of ~yij, 000,000 people, government bonds of 47 nations, and 125 years' experience.

CRANE e> COMPANY, inc. DALTON, MASSACHUSETTS

ADVERTISING AND SELLING

December 15, 1926

)<r%*ste^<r*y j »4^<r*vto^^<r , $'»j^(r**^

Y. C* Lab, Going Strong

Thousands of Boys joining every month — Local Labs being organized in
cities, towns and villages from coast to coast

The Lab. teaches boys to find out in a correctly analytical way "what makes the wheels
go 'round" or whether the big idea each boy may have can be developed for practical use.
Local Labs, conduct experiments by testing everything out under the supervision of the
Home Lab. at Boston, where faculty members of the Mass. Institute of Technology serve
as advisors and directors of the work. Whatever the Youth's Companion publishes in its
Lab. Department has been put through a practical Lab. test and proven correct — Result —

THE YOUTH'S COMPANION

100 Years Young

Is the Boys' handbook of knowledge concerning all or anything they use or make for
sports, recreation, or housing the family car or Aunt Mary's prize Leghorns.

Circulation Mounting Steadily

275,000 Net Paid (ABC) Rebate-backed Guaranteed

Buy on a Rising Tide

THE YOUTH'S COMPANION

8 ARLINGTON ST. BOSTON, MASS.

An Atlantic Monthly Publication

^ZJHf^^Z^f^^(lj/^^^<l^f^^

Advertising & Selling

Volume Eight — Number Four
December 15, 1926

Everybody's Business 5

Floyd W. Parsons

Broadcasting's Place in the Advertising Spectrum 19
Edgar H. Felix

Wanted : Some Impossible Young Men 20

Ray Giles

Demonstrations Produce 85 Per Cent of Our Sales 21

A. O. Witt
Mr. Lemperly Has Started Something 22

James M. Campbell
Why Freight Rates Are Important to the Advertiser 23

Albert H. Meredith

Eleven Items of the Credo 24

Ralph McKinley

A Boon to Mere Man 25

H. G. Weekes

Out of a Job at Fifty 27

S. E. Riser

A Justification of Installment Purchasing 28

John J. Raskob
Editorial Page 29

"Look Out, Dollar ! Here They Come" 30

Robert Douglas

Judges Chosen for Harvard Advertising Awards 32

This Matter of the Cash Discount 34

Industrial Advertising and Selling 38

The 8-Pt. Page by Odds Bodkins 42

The Open Forum 60

E. 0. W. 68

The News Digest 83

Courtesy The Crosley Radio Corporatio

RADIO has developed with amaz-
ing rapidity. Once a nov-
elty, on its sixth Christmas it
finds itself in an assured position
as a familiar attribute to modern
living-, a generally accepted form
of entertainment at home, club and
assembly. As an advertising me-
dium, however, it is still very much
in the experimental stage, al-
though in the last year a great
deal has been developed and dis-
covered about its possibilities. The
average advertiser, none the less,
remains in some confusion concern-
ing the advantages, disadvantages
and opportunities of this new me-
dium that is ready for use. Just
what it can do, who can best use
it, how it should be selected, are a
few of the questions touched upon
by Edgar H. Felix in his article in
this issue.

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 P. 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.

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 Gtiide. Industrial Selling absorbed 1925.

Member Audit Bureau of Circulations and Associated Business Papers, Inc. Copyright, 1926, By Advertising Fortnightly, Inc.

ADVERTISING AND SELLING December 15, 1926

Do You Advertise
Where Your Qoods Are On Sale?

"We have distribution only in the buying centers where there is a market
for quality silk hosiery," said the vice-president (in charge of sales) of a
nationally known brand of hosiery.

"When we made our advertising plans for fall, we realized we couldn't
sell hose where we had no dealers."

"So we found out which magazines had the greatest concentration of
circulation in the places where our stockings were on sale. We found
Cosmopolitan at the top of the list."

"That is why we are advertising our hosiery in Cosmopolitan instead of sev-
eral magazines we formerly used — we like to advertise where we sellgoods."

The advertiser quoted above is only typical. The piimary market for most
items of quality merchandise is the important buying centers of the country.

And 90% of Cosmopolitan's million and a half families live in these buying
centers where 80% of the nation's business is done.

Furthermore, Cosmopolitan reaches a select audience of the quality buyers
within each of these centers. The same folks who willingly pay the higher
price to get Cosmopolitan quality in a magazine are the buyers of quality
merchandise in other lines.

We urge other advertisers to analyze their distribution and sales possibilities.
Our new book — "The Cosmopolitan Market — A Merchandising Atlas of the
United States" will be exceedingly useful. It gives detailed information about
each of the 657 principal trading centers and the complete urban market — the
Cosmopolitan market. If you haven't received a copy, address our nearest office.

^^Advertising Offices

326 West Madison Street 119 West 40th Street 5 Winthrop Square

CHICAGO, ILLINOIS NEW YORK CITY BOSTON, MASS.

General Motors Building 625 Market Street

Detroit, Michigan San Francisco, Cal.

DECEMBER 15, 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

Broadcasting's Place in the
Advertising Spectrum

What Does It Cost? Does Your Product Lend Itself to a Broadcasting
Program? What of Follow Ups?

By Edgar H. Felix

COMMERCIAL radio
broadcasting is the baby
of the advertising fami-
ly. Its character is beginning
to be understood; its field of
service to be gradually de-
marked. At first advertisers
tried to make radio a sales-
man by delivering direct sales
talks to the microphone, but
as a sales power it failed mis-
erably. The radio audience
routes camouflaged advertis-
ing by a deft flip of the dial.
Commercial broadcast-
ing has come into its own
as a diplomat, and so long as
it concentrates upon being
agreeable, and so long as it
avoids selling propaganda, it
is welcome in every kind and
class of home. Even in the
most exclusive residences,
where the canvasser has to
face the butler and the blood-
hound, the commercial broad-
caster enters as a welcome
guest to make his good will
impression.

Commercial broadcasting is
now recognized as a medium
for winning good will and as
a method of establishing a
pleasant association with a
trade or firm name. It makes

LIKE all media for advertising, the radio has
Jits own advantages and limitations. Not
every advertiser can use it successfully. What
it can do and for whom are questions impor-
tant to every business seeking new publicity

advertising more effective be-
cause reader curiosity is
aroused and favorable associ-
ation is established with the
trade name of the successful
commercial broadcaster.
Sales resistance to direct
over-the-counter solicitation
is reduced by good will associ-
ation. We find commercial
broadcasting not a primary
medium, the useful service of
which may be measured in
dollars and cents, but a sup-
plementary medium which
helps the work of all sales
stimulants. It is the lubri-
cating oil and not the gasoline
motive power of the selling
force of advertising.

Recognition of this fact
places a definite limitation
upon those who can use the
microphone to advantage.
Naturally, products widely
advertised are likely to be ef-
fectively aided by the broad-
casting medium, because
extensive advertising in all
kinds of consumer mediums
implies an appeal to all classes
of society. Broadcasting like-
wise reaches all classes of
society. Lack of space pre-
cludes a study of the nature,

ADVERTISING AND SELLING

December 15, 1926

extent and classification of the radio
audience, but it can be demonstrated
that all strata of society are of con-
cern in sales efforts represented in
the radio audience.

Another factor which aids in de-
termining a natural user of the
broadcasting medium is the fre-
quency of purchase of a product in
the life of the individual. Wardrobe
trunks and family silver do not have
high frequency of purchase; shaving
creams, cosmetics and cigarettes do.
The higher the frequency of pur-
chase, the greater the chance that
the impression made by sponsoring
a radio program will be brought to
bear as a sale is made.

High frequency of purchase is not,
however, an essential qualification of
the broadcaster's product. Some
products are bought with the accu-
mulation of many sales impressions.
For example, your present automo-
bile is probably of a make the ad-
vertising for which has exerted its
selling influence on you for a period
of years. Yet, the chances are that
when you went to buy a house, it was
not until you were ready to buy that
specific real estate advertising exer-
cised a potent influence on your

choice. Products depending upon
cumulative impressions of trade
name may be effectively served by
broadcasting. Conversely, goods not
habitually purchased by trade or
brand name are not likely to find
the new medium of value.

ANOTHER feature tending to make
L a good commercial broadcaster is
a product sold in a highly competi-
tive market with many rivals having
little difference in price, quality and
effectiveness. For example, there
are numerous brands of soap chips,
flakes and powders which do about
the same work and which do not,
therefore, inspire great consumer
loyalty by the possession of special-
ized characteristics. The curiosity
impulse, aroused by broadcasting, is
often sufficient to cause an experi-
mental switch of brand.

A special class of merchandise
which should be considered for mi-
crophone attention is composed of
those products especially suited to
aural demonstration. The Victor
programs, for example, were literal-
ly samples of Victor records, offered
to the radio audience. Hohner's
harmonicas and the Skinner resi-

dence organ have been demonstrated
to hundreds of thousands, if not mil-
lions, by radio. Many a logical user
of the medium is apparently passing
it by, and there is more than one who
seems to be wasting his money.

Assuming a concern to be suited
to the medium, its broadcasting
problem has only begun. Its adver-
tising manager is likely to be facing
numerous solicitors from various
commercial broadcasting stations,
particularly if he is located in a con-
gested radio center such as New
York, Chicago or Los Angeles. It is
estimated that there are twenty sta-
tions in the New York district ac-
tually selling time on the air, and
some thirty in nightly operation.
What station should be selected?
Most broadcasters make greatly ex-
aggerated and confusing claims as
to the service area which their sta-
tions cover and the most fantastic
estimates as to the number of people
listening to their program nightly.

The long distance records of a
station have no bearing whatever
upon the group which constitutes its
regular listening audience. WEAF,
for example, has been heard in South

[CONTINUED ON PAGE 44]

Wanted:
Some Impossible Young Men

By Ray Giles

IN the old days the shiftless son of the family
was encouraged to become a minister. Later
on he turned his hopefully indifferent eyes in
the direction of the "efficiency engineers."

Today in his pursuit of a light and genteel occu-
pation he wonders, "Which shall I be — a bond
salesman or an advertising man?"

To the agency executive he says, "Of course, I
would be willing to write copy for six months or
a year, but then I want to be an account execu-
tive."

To the manufacturer, "If I start in the adver-
tising department, how soon can I be salesman-
ager or chairman of the board?"

If the needs of the advertising field might be
summed up in a few paragraphs, I think they
would read something like this :

We want young men who are not in the advertis-
ing business by accident, by whim, or merely because
of the alleged huge salaries it pays.

We want young men who are even more interested

in advertising than in golf, saxophone playing or
what kind of a hobby have you?

We want young men who can give birth to good
advertisements without calling in the doctor every
ten minutes for six months ahead of delivery. Or,
to put it more elegantly, young men who can think
things through on their own initiative without re-
quiring a lot of brain massage by harassed executives
and others.

We want men who are good right now, but who
are convinced that within two years their product of
today will look as obsolete as that new Java dragon
in the Bronx Park Zoo.

We want men interested in ideas, in words, in
people. They may read only sophisticated novels, but
they must be able to mix with all kinds of people
with comfortable feelings on both sides.

We want young men who are plowing at least a
part of their spare time back into equipping them-
selves to be still better advertising men.

We want young men who are so absorbed in ad-
vertising that at 5 o'clock the next day's work often
looks even more interesting than the evening's enter-
tainment.

December 15, 1926

ADVERTISING AND SELLING

Demonstrations That Produce
85 Per Cent of Our Sales

By A. 0. Witt

Schramm, Inc., West Chester, Pa.

BACK in 1923 we
were confronted
with a problem
that we felt required
radical measures for
an immediate solu-
tion.

Repeated answers
to questionnaires sub-
mitted to our dis-
tributors proved con-
clusively that they
were not visualizing
the sales possibilities
of our compressors,
nor were they capital-
izing the fact that we
had many distinctive
features not found on
the average com-
pressor.

An analysis of our
trade papers and direct mail cam-
paigns proved to us that we had
elaborated these features strongly
enough to make them predominate
over all of our advertising. In our
daily contacts with distributors and
their salesmen, every effort was
made to impress them with the ne-
cessity of dwelling on those facts
when talking to compressor pros-
pects, but still the response was not
general enough to prove that we had
put the idea across.

It was then that we conceived the
idea of using demonstrating outfits
to help us.

A careful survey was made of the
number of calls per day by our men
over a period of nine months, to-
gether with the cost per call, so that
a comparison could be made between
the old method and the new. We
then equipped three Ford one-ton
chassis with our latest and most
popular size compressors, conducted
our experiments in three widely
separated territories, and watched
the effect.

Before a week had elapsed each of
the men had sold his complete dem-
onstration machine and developed a
very substantial number of prospec-
tive buyers. In addition they had

SCHRAMM. INC.

FREE DEMONSTRATION ORDER.

.1 all i.m.Iv >houk! I* supplied to il
own In *uee.. lion sheet No.

THE blank reproduced above is
the demonstration order form
mentioned in the article. It is
given to the distributor with in-
structions that it be made out in
duplicate and include the price of
the complete outfit so that there will
be no confusion regarding the price

| increased their num-
ber of calls seventeen
I per cent and gained
the confidence of the
men working on the
job by staging dem-
onstrations for them.
In this way they had
got their full support.
Thus encouraged, we
immediately equipped
the balance of our
salesmen with demon-
strating machines.

We also encouraged
our distributors to
arrange demonstra-
tions wherever pos-
sible. This gave
their salesmen an ad-
vantage which they
quickly recognized.
Being, in most instances, men who
had many other products to sell, they
naturally were not as well equipped
to remove sales resistance created by
competitors as easily as factory men.
but with the opportunity actually to
demonstrate, they would tell a pros-
pect merely that, without any obli-
gation on his part, they would show
him one of the compressors in opera-
tion and let him judge its merits for
himself.

We realized, of course, that a con-
dition like this could be very much
abused. In several instances un-
scrupulous men tried to get, for a
short period, demonstrations which
would permit them to do all the work
necessary on their particular job and
allow them to return the compressor
without making any payments. We
had anticipated this by providing our
distributors with a demonstrating
order form. We asked a prospective
buyer to sign it, as an act of good
faith, and to indicate on it that he
had the necessary work which would
require a compressor, and to commit
himself to buy if the demonstration
proved entirely satisfactory to him.
Our percentage of returns from
demonstrations of this type has been
very low. This plan has also enabled
[continued on page 671

ADVERTISING AND SELLING

December 15, 1926

Mr. Lemperly Has Started
Something

By James M. Campbell

A FEW weeks ago, Mr. C. M.
Lemperly, director of sales de-
velopment, The Sherwin-Wil-
liams Company, wrote a letter to
Henri, Hurst & McDonald, his com-
pany's advertising agents, in which
he suggested that representatives of
publications be advised that "solici-
tations of representatives have be-
come so burdensome as to make a
real obstacle in the conduct of the
work of our advertising depart-
ments," and that "if these calls con-
tinue as they have recently, it will
be necessary to close the advertising
department for business."

Mr. Lemperly's plaint — for that
is, really, what it is — was reproduced
in Advertising and Selling of No-
vember 3 as the text for an editorial,
"Is This the Solution?"

Publishers' representatives, adver-
tising agents and advertising man-
agers immediately took typewriter
in hand and expressed themselves in
no uncertain terms to the effect that
the solution suggested by Mr. Lem-
perly — "from now on our contact
must be through you rather than
direct" — did, or did not, meet the
requirements of the situation, the
point of view depending, of course,
on whether the aforesaid typewriter
was the property of a publisher's
representative, an advertising agent
or an advertising manager.

As might be expected, representa-
tives were strongly opposed to the
idea of being denied the privilege of
interviewing advertisers. As also
might be expected, advertising
agents favored the idea. So did ad-
vertising managers, though more
than one of them took pains to "soft-
pedal" their comments.

The editor of Advertising and
Selling has asked me to assay these
arguments, "because," said he. "you
have had advertising agency experi-
ence, you have served some of the
most important advertisers in the
country as advertising manager, and
you know many publishers' repre-
sentatives well enough to be sympa-
thetic to their point of view."

Before doing this, let me quote

from some of the letters which are
before me. Most of them have been
— or will be— printed in full in Ad-
vertising and Selling. But the
"meat" of them is given below.
From publishers' representatives:

We have tried as far as possible to avoid
persistent calls where they seemed un-
necessary, and by the use of a "tickler"
system have still managed to follow up
prospects at the psychological moment with-
out waste of effort and with as little annoy-
ance as possible to the advertiser.

Would it not help matters if all large
advertisers established file folders for each
publication, the folders to be of standard
size and supplied by each publication? This
feature might be supplemented by an in-
telligent young man breaking into the ad-
vertising business, who would interview
publication representatives and add suffici-
ently important data to that publication's
folder. Then when consideration of the list
is under discussion the folders could be
brought out and all information would be
available.

Publishers and their representatives
should see in Mr. Lemperly's announcement
a grave reflecton upon themselves — and
these reflections should not be charged to
Mr. Lemperly but rather to themselves. The
business man cannot afford to waste his
time even to maintain a reputation for
courtesy. On the other hand, the business
man does not consider his time wasted with
the man who gives him a quid pro quo.

I know of many representatives in the
trade and industrial fields, who are con-
stantly contributing much to the develop-
ment of advertising successes in their re-
spective industries, who are welcomed by
manufacturers and advertising agents alike ;
and who probably do their best work with
the manufacturer whose language they
know and who in turn understands the
business paper better than his advertising
agent does.

I mav be mistaken, but I am inclined to
believe that certain representatives will still
continue to see Mr. Lemperly as they
alwavs have because he has doubtless found
among his "callers" at least a few such
men as I have above referred to.

In the textile field, with which I am par-
ticularly concerned, I recall few cases
where the advertising agent has not wel-
comed our contact with the manufacturer.
In some cases the agent has himself estab-
lished for us that contact with the manu-
facturer who had taken somewhat the same
position taken by Mr. Lemperly.

I do not believe that any who may
thoughtlessly follow The Sherwin-Williams
Company's announced policy will con-
tinue to do so long ; and I write this letter
as a "Stop. Look and Listen" sign to those
who may be thinking of putting up "Ver-
boten." There are two sides to every wall.

From advertising agents:

The real truth is that probably not one-
fourth of the representatives who call
have anything pertinent on the account that
the agency man is laying out. Most of
them are out merely to "sell the publication
generally" or to impress their own person-
ality.

1 say that the general merits of the
publications ought to be "sold" through
advertising in the business magazines and
in other ways. I can see no reason for an
expensive call on an advertising agency to
impart the news that the publication repre-
sented has gained 18.000 circulation since
last April, that 20.4 per cent of its readers

:nv ill the ?lll. I'MIO income .le:- or better,

that a prominent feature of the winter

numbers will be Professor Somebody's ar-
ticles on Rural Buying or Foreign Markets.
I often wonder what is wrong with the
advertising department of a magazine or
newspaper when it has to send some one to
present orally general information that
could be given effectively in either a busi-
ness-magazine page or a letter.

1. Tell the publishing world to adopt a
standard physical form and a standard
topical outline for those essential facts
about a publication and its market which
are not covered by A. B. C. reports and the
standard rate card.

2. File these reports as religiously as
the architect files building material litera-
ture which conforms to the A. I. A. stand-
ards in form and indexing.

3. Don't let publication representatives
waste their time and yours merely repeating
dope that should be in print and on file.

4. Confine personal presentations of solic-
itors to one of two classes :

a. In season, concrete and well-organized
presentations showing the specific applica-
tion of given mediums to current problems
previously outlined, preferably by the
agency.

b. Out of season, equally well organized,
once-and-for-all presentations of publica-
tion history, aims and excuse for existence.

From advertising managers:

We are situated in a small town between
Detroit and Chicago where train service is
none too good. It has been our policy to
grant interviews to all who ask for them
because of the difficulty of getting to and
from the cities, but we are beginning to feel
that the solicitors are taking advantage.

I feel, as does the Sherwin-Williams
Company, that much value is to be gained
from these gentlemen but it has simply
reached a point where business activities
suffer because of the time required to talk
to these advertising representatives.

We have found that by recommending
to representatives that they telephone in
advance and arrange for appointments the
whole situation is considerably improved.
It has not been our experience that the
representatives of legitimate publications
take up an undue amount of time. It is
the fellow who is trying to get advertising
for programs and for special issues of more
or less undesirable publications and others
of that kind who takes up a lot of unneces-
sary time.

I have always had the belief that ad-
vertising solicitors can teach me something ;
that, if I miss seeing one, I might miss
some good idea or some valuable infor-
mation.

It is true that advertising solicitors them-
selves are to be blamed in many cases for
wasting the time of advertising managers
or of their assistants. They themselves
could cut down their calls to a few minutes
instead of stretching them out.

We have not gone so far as to leave en-
tirely to our agency the interviewing of
publishers' representatives, because we feel
that a good representative contributes to
our own education. We have tried to
systematize that part of our work, however,
by limiting calls to the afternoon and by
insisting that interviews be business-like,
well organized, and as brief as possible.

The chief advantage in setting a certain
period for calls is that work requiring con-
centration is then uninterrupted.

If we were to interview all of the adver-
tising solicitors who would call on us, were
our policy of directing them to our agency
[CONTINUED ON PAGE 65]

December 15, 1926

ADVERTISING AND SELLING

Why Freight Rates Are Important
to the Advertiser

By Albert H. Meredith

THAT the United States is a
large country is a lesson quick-
ly impressed upon any manu-
facturer who undertakes national
merchandising. After he has met all
the problems of climate and custom,
buying power and adaptability as
applied to his product, he comes
squarely to face with the matter of
price. An important factor in price
is the freight; far more important
to the purchaser than to the manu-
facturer.

When such a manufacturer be-
comes an advertiser he can no longer
ignore this element of the final price.
Until the day of launching his cam-
paign he may have turned a deaf ear
to distant buyers as they complain
of high freights by merely allowing
them to work out their own salva-
tion. The result is inevitably that if
a competing make enjoys substan-
tially lower freights the competitor
gets the business. Should an auto-
mobile maker, as example, erect a
factory in New York and be able to
turn out a car the equal of Buick, he
would, for the eastern markets, be
able to sell at $100 under Buick de-
livered prices and yet net more at
the factory than Buick now does.

But when advertising begins, the
goal is nationwide distribution. Far-
away Nevada, with its thin popula-
tion and small purchasing power, is
just as necessary to the merchandis-

ing plan as New York, with its den-
sity of people and its wealth. Nor
can the advertiser in all cases omit
mention of price. Should he with-
hold this bit of information, it is
quite possible that prospective
buyers might be scared away by the
fear of a prohibitive price. Yet if
the ultimate price to the consumer is
to be identical throughout the coun-
try, the advertiser is compelled to
decide how he will meet the freight
situation. Shall he prepay all
freight? Shall he equalize freights
by allowances to high-rate districts?
Shall he set a factory price and let
each customer decide for himself
whether the article is so desirable as
to warrant a higher ultimate price
than another with less freight tolls?

THIS very practical situation is
met in various ways. Occasional-
ly copy is used that reveals utter
failure to grasp the problem, with
the result that the effective pull of
the advertisement is negatived by
eight or ten words in small type at
the end of the copy.

Reference has been made in these
articles to the resentment of the
West over its freight rates. How
this sectional envy may be turned
into a good use is shown by a Cleve-
land maker of confectionery. His
goods are sold to retailers in five-
pound cartons for resale as counter

"loose candy." His copy in trade
journals, addressed primarily to job-
bers, runs thus:

Jobbers: Tell This to Your Retailers.
If sold at 4 ozs. for 10 cents, East of
Mississippi River, brings retailer $2 on
each carton ; West of Mississippi at
3 ozs. for 10 cents, brings retailer $2.65
on each carton.

Such copy is far better than shout-
ing that freight beyond the Missis-
sippi will cost the retailer more.

The advertiser, on the contrary,
makes a clever appeal to the distant
retailer, who without conscious
thought reaches for a pencil in order
to verify the additional sixty-five
cents per carton. The copy has
focussed the customer's mind on his
gross income per carton. The higher
freight to be paid fades into insig-
nificance. The manufacturer, in this
copy, has completely met the freight
situation, not by ignoring it or by
offending the retailer, but by show-
ing a way out of the difficulty.

Of greatest importance is the copy
for national advertising, which ap-
plies, in a general way, to goods ad-
vertised by the manufacturer to be
purchased, however, not from the
maker direct but from local retailers.
If men who write copy — and those
who control price policies — could
spend a week "west of the Rockies,"
their blue pencils would forever af-

ADVERTISING AND SELLING

December 15, 1926

terward delete all references to
"slightly higher prices."

A day in Salt Lake City will un-
cover tremendous complaints. Con-
sider the facts. That city enjoys
many natural advantages as a manu-
facturing center: coal, climate, raw
materials, abundant labor. After
the opening of this century, factories
were started there in a timid man-
ner. Their projectors were reward-
ed by rapid and immediate growth.
But from a clear sky, one day ten or
eleven years ago, the railroads were
allowed "an exception" to the long-
and-short haul prohibition on ship-
ments to and from the Coast. From
that day. those Utah factories could
not compete in all that territory be-
tween themselves and the Pacific,
anywhere from Mexico to Canada.
Freights favored plants east of the
"Missouri River crossings" which
could back-haul from the Coast and
short-haul from the East at such
wide divergencies in freights that
profits vanished for those Utah con-
cerns. They closed down. Under
war-time pressure for production,
the railway administration restored
the old rate base. The factories,
however, are still idle. Why? They
dare not entrust their capital again
to the possibility of discriminating
rates.

Every stockholder in these arti-
ficially stifled enterprises is roused
into bitterness every time he is re-

minded of "slightly higher prices."
So, also, is every woman who moved
to Utah fifteen years ago when her
husband (or father) severed all ties
to become an executive of one of
these expanding factories, but whose
high hopes are skeletons of memory
today while he "makes a living" at
such work as he was able to obtain
when the freight-rate crash came
upon them.

Salt Lake City is by no means
alone in such unpleasant regrets.
Scores of important cities and hun-
dreds of county-seat towns hold an
equal grudge against "freight
rates." In the November elections
of the current winter the most tell-
ing appeal for reelection in those
States was a showing that the candi-
date during his present term had se-
cured reductions in interstate freight
rates. These facts are meaty with
suggestions to any advertiser who
covets western distribution.

NORTH of Utah lies Idaho. With
a population of half a million,
this State has, since 1920. lost 60,000
of that population (one-eighth of its
total). We have for this statement
no less an authority than Idaho's own
Senator Gooding. That gentleman
maintains that "with the mineral
wealth of the State, with its great
agricultural valleys of wonderful
fertility, there is no reason for this
movement except uncertainty. Capi-

tal will not invest in a region where
a shift in railroad rates may at any
time put it out of competition."
That State, "little known Idaho,"
ranks high among the forty-eight
for per capita wealth and per capita
income. It stands first, or close to
first, in the use of electric cook
stoves, and electric household and
farm equipment.

Advertisers, to judge them solely
by their effulgencies, fail to appreci-
ate the situation. Or can it be that
they see the great buying market
of the East so intently as to care
naught for the millions of consumers
in the inter-Mountain States?

What actually happens, only too
often, may be gathered from the
opinion of the chief bank examiner
of one of those States when he was,
last summer, a guest at my summer
home in New York State. With my
eye on my radio, he shot at me:

"Yours is a fine radio. And the
makers are plain fools. In my State
they are spending thousands of dol-
lars to advertise. Then they damn
their own wares so that no merchant
can borrow from his bank on the
stock. When they advertise 'prices
slightly higher in Canada and west
of the Rockies,' they are besmearing
us as 'damn foreigners' along with
the Canucks. I happen to know that
fifty cents per radio will cover the
additional freights in our State, as
compared with ' east of the Rockies,'

[CONTINUED ON PAGE 70]

Eleven Items of the Credo

By Ralph McKinley

l To be read from left to right before going up to down I

— of the Drop Forged Client

1. That a trip through the factory is of vital impor-
tance to the new advertising man.

2. That his competitors publish pretty good advertis-
ing.

3. That his advertising manager should help him fight
off the agency.

4. That his salesmen are bright and energetic.

5. That free publicity is a powerful force and he
should get more of it.

6. That the word "marvelous" is a good one and the
word "wonderful" a bad one.

7. That he could write better copy himself if he only
had time.

8. That big logotypes are desirable because they catch
the eye of the casual reader.

9. That Ford succeeded without advertising.

10. That retailers are a pretty sad lot.

11. That we always used to have snow on Christmas.

— of the Cast Iron Agent

1. That a trip through the factory probably will bother
his fiat left foot.

2. That the advertising of the competitors is pretty
poor stuff.

3. That the advertising manager should help him fight
off the client.

4. That the salesmen are dumb and lazy.

5. That free publicity is a nuisance and no derned good
anyway.

6. That the word "marvelous" is a bad one and the
word "wonderful" a good one.

7. That it takes a very skilfur fellow, an expert really,
to write good copy.

8. That big logotypes are not desirable because they
warn readers away.

9. That advertising contributed to Ford's success.

10. That retailers are a pretty sad lot.

11. That we always used to have snow on Christmas.

December 15, 1926

ADVERTISING AND SELLING

HINDS

Jfoney& -Almond

CR^AM

He took her to dinner—///!/ mtrl

■'

HINDS

T/oney &yilmo/?d

CRftAM

( )ne game was enough— with her!

HINDS

CRifAM

A Boon to Mere Man

By H. G. Weekes

"ANY of the votaries of adver-
tising have for some time at-
tributed to the object of their
adoration the worthy quality of be-
ing "educational." The scoffers
scoffed ; salesmen were freshly filled
with enthusiasm; the knowing ones
looked pained. In the meantime the
nation became educated and stopped
having dandruff, bad breath, fallen
arches, and metal touching its
citizens' skins. Just why getting all
the girls to wear almost-all-but-solid
silk stockings, and the boys to wear
Bond Street clothes by Broadway out
of Rochester, should be educating
them was never explained satisfac-
torily to the troubled purists. Not
that it mattered. The effects in gen-
eral were alleviating to the suffer-
ings of the sensitive. Legs were no
longer festooned with limp cotton;
hat brims were no longer troubled
by ambitious lapels ; and peas nestled
happily around forks all over the
country, wherever the rate of liter-
acy was reasonably high.

However, troubles of mankind
being painlessly eradicated by phil-
anthropic manufacturers were al-
ways, as you can readily see,
elementary; the democratic difficul-
ties fostered by unkind fate. The
more subtle trials and puzzles were
left untouched; all was not perfect.

It has long been an unsettled ques-
tion whether women dress and make-
up to please themselves, other
women, or merely stray men. Vari-
ous self-appointed experts and au-
thorities have declaimed ponderously
upon this academic problem, and
with a great show of learning. But
none of them has agreed with any
other of his experienced and erudite
colleagues. It is just another of
those problems being left to Youth
for solution.

BUT one point does stand undis-
puted: for whomever it is that
women dress, it is man who not only
always pays, but often suffers as
well. The modes sweep on with in-
creasing daring, and the dangers to
the unhappy male remain. The long
hatpin has disappeared, but the silk
sock slaying high-heel has grown.
While the bob and shingle have
eradicated the telltale long hair, the
increased use of cosmetics has de-
veloped endless new traps and annoy-
ances for the indiscreet male. Which
brings us belatedly to our point.

A. S. Hinds & Co. have made a
new orchestration of an old theme.
It is intelligent; it is original; and
consequently it should appeal to the
woman who is too blase to pay atten-
tion to the ordinary advertisements.

while at the same time it should
catch the wandering notice of the
girl who reads all blankly and is
affected by none. Whether or not
the female devotes to fashions a
large percentage of her allotted life
in order indiscriminately to attract a
male, it is certain that she takes
some interest in his attentions, and
that advertisements that will tell
her "how" will gain her good will
and attention. If they can also sell
her their goods, they are from the
technical standpoint practically per-
fect.

Most of the snares laid for woman-
hood's dollars lay stress on the obvi-
ous. All the daughters of Eve know-
that good looks, good grooming, in-
telligence and personality are the
necessities in their race for hus-
bands. But when they eagerly
search the back pages of their maga-
zines for detailed information dis-
tributed by philanthropic adver-
tisers, they learn that they must
send for eight volumes of the history
of the Persian wars, that they must
buy Bonne Nuit perfume; that they
must wear Wontfit overshoes.

Eve — in a manner of speaking —
came from Missouri, and her girls
are born sceptics; they all want to
be shown, and in detail. Woman's
life, necessarily devoted to details,
[continued on page 79]

ADVERTISING AND SELLING

December 15, 1926

terward delete all references to
"slightly higher prices."

A day in Salt Lake City will un-
cover tremendous complaints. Con-
sider the facts. That city enjoys
many natural advantages as a manu-
facturing center: coal, climate, raw
materials, abundant labor. After
the opening of this century, factories
were started there in a timid man-
ner. Their projectors were reward-
ed by rapid and immediate growth.
But from a clear sky, one day ten or
eleven years ago, the railroads were
allowed "an exception" to the long-
and-short haul prohibition on ship-
ments to and from the Coast. From
that day, those Utah factories could
not compete in all that territory be-
tween themselves and the Pacific,
anywhere from Mexico to Canada
Freights favored plants east of the
"Missouri River crossings" which
could back-haul from the Coast and
short-haul from the East at such
wide divergencies in freights that
profits vanished for those Utah con-
cerns. They closed down. Under
war-time pressure for production,
the railway administration restored
the old rate base. The factories,
however, are still idle. Why? They
dare not entrust their capital again
to the possibility of discriminating
rates.

Every stockholder in these arti-
ficially stifled enterprises is roused
into bitterness every time he is re-

NORTH of Utah lies Idaho. With
a population of half a million,
this State has, since 1920, lost 60,000
of that population (one-eighth of its
total). We have for this statement
no less an authority than Idaho's own
Senator Gooding. That gentleman
maintains that "with the mineral
wealth of the State, with its great
agricultural valleys of wonderful
fertility, there is no reason for this
movement except uncertainty. Capi-

[CONTINUED ON PAGE 70]

Eleven Items of the Credo

By Ralph McKinley

I To be read from left lo rigbt before going up lo down*

— of the Drop Forged Client

1. That a trip through the factory is of vital impor-
tance to the new advertising man.

2. That his competitors publish pretty good advertis-
ing.

3. That his advertising manager should help him fight
off the agency.

4. That his salesmen are bright and energetic.

5. That free publicity is a powerful force and he
should get more of it.

6. That the word "marvelous" is a good one and the
word "wonderful" a bad one.

7. That he could write better copy himself if he only
had time.

8. That big logotypes are desirable because they catch
the eye of the casual reader.

9. That Ford succeeded without advertising.

10. That retailers are a pretty sad lot.

11. That we always used to have snow on Christmas.

— of the Cast Iron Agent

1. That a trip through the factory probably will bother
his flat left foot.

2. That the advertising of the competitors is pretty
poor stuff.

3. That the advertising manager should help him fight
off the client.

4. That the salesmen are dumb and lazy.

5. That free publicity is a nuisance and no derned good
anyway.

6. That the word "marvelous" is a bad one and the
word "wonderful" a good one.

7. That it takes a very skilful fellow, an expert really,
to write good copy.

8. That big logotypes are not desirable because they
warn readers away.

9. That advertising contributed to Ford's success.

10. That retailers are a pretty sad lot.

11. That we always used to have snow on Christmas.

December 15, 1926

ADVERTISING AND SELLING

HINDS

7fo?zey& yHlmond

C RJr\M

HINDS

Jfoney& -yihnumi

CRJfAM

One game was enough-Avith her!

HINDS

Horn !

CRJ|AM

When the lights come up-...

and yon can V pa&der yoi

A Boon to Mere Man

By H. G. Weekes

"ANY of the votaries of adver-
tising have for some time at-
tributed to the object of their
adoration the worthy quality of be-
ing "educational." The scoffers
scoffed ; salesmen were freshly filled
with enthusiasm; the knowing ones
looked pained. In the meantime the
nation became educated and stopped
having dandruff, bad breath, fallen
arches, and metal touching its
citizens' skins. Just why getting all
the girls to wear almost-all-but-solid
silk stockings, and the boys to wear
Bond Street clothes by Broadway out
of Rochester, should be educating
them was never explained satisfac-
torily to the troubled purists. Not
that it mattered. The effects in gen-
eral were alleviating to the suffer-
ings of the sensitive. Legs were no
longer festooned with limp cotton ;
hat brims were no longer troubled
by ambitious lapels; and peas nestled
happily around forks all over the
country, wherever the rate of liter-
acy was reasonably high.

Most of the snares laid for woman-
hood's dollars lay stress on the obvi-
ous. All the daughters of Eve know
that good looks, good grooming, in-
telligence and personality are the
necessities in their race for hus-
bands. But when they eagerly
search the back pages of their maga-
zines for detailed information dis-
tributed by philanthropic adver-
tisers, they learn that they must
send for eight volumes of the history
of the Persian wars, that they must
buy Bonne Nuit perfume; that they
must wear Wontfit overshoes.

Eve — in a manner of speaking —
came from Missouri, and her girls
are born sceptics; they all want to
be shown, and in detail. Woman's
life, necessarily devoted to details,
[continued on page 79]

ADVERTISING AND SELLING

December 15, 1926

the unfortunate ladv shown above sought
a dozen oollles fop a luncheon she is giving
uep bpidgeclub only six doilies acoived. tele-
phoning post haste, she has explained the error
in turn to the linen department, the adjustment
office the janitoo(whogotontheline 6v mistaxej.
the Claim office, and now at the moment of collapse
has just been perepred back to the unen department.

if vou take your telephoning hapd. shop at
m^cpeecv's we try to avoid mistakes and thus make
tuese emepgencv calls unnecessary; and in anv
case wetcv to give the same helpful service
over the telephone that we give over the counter,
james mccceecv & co. fiftu avenue

AND 54th STPEET NEW YORK

M C CREER.Y S.ON THE CONTRARV , TRIES TO
MAKE THINGS AS SIMPLE AND EASY AS POSSIBLE
FOR- THE SHOPPER.

YOU CAN FIND SAFETY PINS .OR ANYTHING ELSE,
HERE:, WITHOUT TAKING ALONG A COMPASS,
GUIOE OR EXTRA RATIONS. JAS M<CREERY
E CO., FIFTH AVENUE E 34IS STREET , NEW
YORK.

WHEN scientists and philosophers have successfully lured the glaring beam of publicity into the dim seclu-
sion of their cloisters their bait has as often as not been an alarming study of the premature collapse
of the business man. Their diagnoses have varied, but none has mentioned "shopping." Yet thousands of
husbands have taken an unnatural interest in caskets after a day at the stores. Gluyas Williams
and James McCreery & Co. are to be commended for exposing the evil and indicating a remedy

December 15, 1926

ADVERTISING AND SELLING

Out of a Job at Fifty

What Are the Chances for an Agency Man Who
Forgets to Be Prepared for Emergencies?

By S. E. Riser

ION G. WARE, president of the
Long Ware Felt Slipper Com-
_J pany, feeling the need of rest
and change decided to "run over to
Bermuda." There he fell in with
Bidwell Masters, president of Mas-
ters, Freeman & Werp, Inc., Adver-
tising and Merchandising.

Mr. Ware and Mr. Masters became
very friendly right away. There
were no prohibitory conditions sur-
rounding the consumption of liquid
encouragement; Masters was accom-
panied by his attractive wife and
her more attractive sister, both fair
hands at bridge, and the stories that
man could tell ! Oh, perfectly proper
ones, you understand — stories that
the ladies could listen to without be-
ing embarrassed in the least.

Mr. Ware was having such a de-
lightful time at the end of his second
week in Bermuda, and the climate
was doing him so much good, that
he decided to extend his vacation for
ten days. That made it possible for
the whole party to return on the
same boat to New York.

Well, you know how such things
are likely to work out. When Mr.
Masters got back to work he was
happy to announce to his associates
that he had landed the Long Ware
Felt Slipper account.

Notice of the proposed transfer
was received with no hilarity in the
0. B. Gone Agency, which had han-
dled the account for eleven years.
Several other important accounts
had recently slipped out of Mr.
Gone's possession, and this blow,
wholly unexpected, fell with a sick-
ening thud.

It was particularly painful to
Warren Marsh, account executive
and copy writer. He had helped to
build up and develop the Long Ware
Felt Slipper account. It was his
baby. His work on it had been good,
everybody admitted that, and the ac-
count had been a profitable one to
the agency.

When Marsh was called into Mr.
Gone's private office, a few days
after the receipt of the bad news, he

knew fairly well what the line of
conversation would be. Mr. Gone
was sorry. The staff had to be re-
duced. Marsh would be carried on
the payroll for a month, which would
give him time for cleaning up such
work as remained to be done on
Slippers, and he could look around
meanwhile for the purpose of "form-
ing another connection."

Oh, that would be easy! Every-
body assured Marsh that with his
experience and the prestige he had
built up as the active man on the
Long Ware account, he would merely
have to step out and take whatever
happened to suit him.

AFTER the lapse of a couple of
L weeks the boys in the office be-
gan to ask him whether he had
landed anything.

"No, he hadn't exactly settled on
anything yet, but he had several
things in view." You know how it is.

"Well, don't worry, old man," the
boys would say. "You'll turn up
something, all right."

Oh, sure! He wasn't worried at
all. It was just a matter of deciding
which of his "good, live leads" to
follow up.

Ah, those "good, live leads!"
There are many heart-breaking
stories behind the "good, live leads"
and the "several things in view" that
are referred to so bravely by agency
men who go out hunting for jobs.

Poor old Marsh! Like many an-
other man who has gone along com-
placently for years and years in
agency work, he always had found
himself keeping about an even pace
with the payroll. Like many others,
too, he had been hoping every month
that next month he would find a nice
little balance to his credit.

While his hair was turning gray
and becoming thin his children had
grown up. He had seen them
through school; his oldest boy was
taking care of himself, and one of
the girls had married. Still, some-
how, the expenses had continued.

Perhaps Marsh and his wife had

not managed things quite right.
They might have followed the ex-
ample of a successful cracker manu-
facturing company, and economized
by rounding off needless corners —
but they had permitted their corners
to remain. Naturally, they felt that
they were entitled to some of the
luxuries of life. They had to have
a car, of course. Everybody else
had one. Then there was the move
to the more modern and expensive
apartment, where they had to have
new furniture, a radio, and all that
sort of thing, and, finally, there had
been the wife's operation for ap-
pendicitis. That had set them back
badly.

But everything would have been
all right if Lon G. Ware hadn't taken
that trip to Bermuda. Thus we see
how a mere incident in one man's
life may turn out to be tragic for
others.

Warren Marsh, nearly fifty years
old, was out of a job; with no in-
vestments from which to expect an
income, and with "several things in
view." His "live contacts," very
promising at first, failed, one after
another, to materialize into anything
tangible. There were encouraging
promises of the need of a man of
his caliber as soon as business got a
little better, or when an account
that was just about to be landed
came in.

AFTER each interview in which he
i.had been assured that he could
expect to be called for as soon as the
big thing broke, Marsh would go his
way with a light step and a hopeful
heart. His name, address, and tele-
phone number were always carefully
taken by the gentlemen to whom he
applied for work, but in most in-
stances that formality might as well
have been omitted. The memoran-
dum was usually dropped into a
waste basket or put into an odd cor-
ner and forgotten as soon as Marsh
had disappeared.

Perhaps the men who asked
him to "keep in touch" with them,

[CONTINUED ON PAGE 52]

ADVERTISING AND SELLING

December 15, 1926

A Justification of Installment
Purchasing

By John J. Raskob

Chairman Finance Committee, General Motors Corporation

PREVIOUS to 1919 most auto-
mobiles were sold on a cash
basis. We recognized, however,
that if the industry were to be as
successful as we felt it should be, it
would be necessary to sell automo-
biles on credit. With a view, there-
fore, to control properly the exten-
sion of consumers' credits and to
learn in practical experience what
constitutes use and abuse, we or-
ganized the General Motors Accep-
tance Corporation in 1919 with an
initial capital and surplus of $2,500,-
000. Today only twenty banks out
of upward of nearly 30,000 banks in
the United States have capital, sur-
plus and undivided profits in excess
of the $30,200,000 which the Gen-
eral Motors Acceptance Corporation
now employs.

Its experiences and results have
been attained under the following
general rules and regulations :

First. It may be interesting to
call attention to the fact that in a
few States, including New York, or-
ganizations like ours, which deal
with consumers' credits, are required
to operate under the banking laws.

Second. It functions in a manner
completely independent of the sales
and operating divisions of the Gen-
eral Motors Corporation, so that the
judgment of its credit men in the ex-
tension of credit cannot be influenced
or overridden by an overzealous
sales department.

Third. The credit gi - anted is in
a reasonable relation to the pur-
chaser's circumstances ; the terms
must represent the minimum accom-
modation which the purchaser needs,
based in each instance upon a care-
ful analysis of purchaser needs;
terms consisting of a certain down
payment in cash and a fixed period
of time for the balance are never
arbitrarily assumed to constitute a
good credit and be quoted to any
seeker of credit in advance of any
knowledge of his chai-acter, ability
and willingness to pay.

Fourth. The dealer making the
sale must accept responsibility for
the purchaser's obligation through
either endorsement or guarantee.
This is in line with traditional prac-
tice underlying merchandising of
goods in all trades. This endorse-
ment or guarantee is perhaps the
most vital factor in the direction of
eliminating abuses in the extension
of consumers' credits. No one can
possibly have as intelligent a concep-
tion of the purchaser's character,
ability and willingness to pay as the
dealer and dealer's endorsement or
guarantee underwrites his judgment
of purchaser's character. While the
physical security or collateral for
credit is important, we should never
permit ourselves to forget that char-
acter is the foundation of all credit.

THE mere fact that consumption
credit of the new kind, or install-
ment buying provokes criticism and
arouses opposition must not surprise
us. Every form of credit had the
same difficulties to meet at the be-
ginning. It was only as the result
of long experience and careful analy-
sis that what was sound in each form

of credit was gradually differentiated
from the unsound. Every phase of
economic life has been attended by
the addition of a new form of credit
appropriate to its own conditions.
Every great advance in the develop-
ment of our nation has been first
financed on credit and then paid for
by the people in installments. Con-
sumers' credit, paid in installments,
is simply the adaptation of this prin-
ciple to the individual's advance.

Let us return again to the pur-
chaser. A banker has made this ob-
servation: "A man may be accus-
tomed to spend all he gets and have
nothing to show for it ; he enters into
an installment contract and, still
spending all he gets, he now has
something to show for it. This con-
verts him into a property owner, and
as a property owner he feels a new
kind of self-respect and he also finds
himself hungry for more property.
It is said that in certain districts of
the country workmen formerly could
earn wages enough to live on their
accustomed scale by working only
part of their time, so after the
fourth or fifth day of the week they
would quit and take holidays. But
now this has been changed, for, with
obligations under the installment
plan, they find themselves in need of
an income — an income to pay for
articles they have undertaken to
buy, which articles tend to bring
them to a higher scale of living, and
so the labor situation has been defi-
nitely improved through the install-
ment plan. Now a man who has put
aside so much a month for an auto-
mobile, a radio, a washing machine,
etc., and has these things to show for
his payments, must be in a better
state of mind to see the point of
paying so much a month for life in-
surance protection for his family
than before he had had such experi-
ence."

Life insurance in force has in-
creased from $42,330,000,000 in
1920 to $72,000,000,000 in 1925,
while our savings bank deposits have
not alone doubled in the last seven

[CONTINUED ON PAGE 80 )

Cooperative Censorship

THAT the plan of cooperative censorship, advocated
in this publication some months ago, is both work-
able and effective is proved by the experience of the
furniture interests in their "Name the Woods" move-
ment.

Our readers will recall that,' at the investigation of
the Better Business Bureau, a group of furniture mer-
chants in New York agreed among themselves to be
accurate in their descriptions of the furniture they sold,
naming the woods honestly. A set of standard terms
was compiled and the merchants promised to follow
these terms in their advertising.

Some interesting figures are now available which
prove that such voluntary censorship of advertising is
workable and decidedly worthwhile. In the city of
New York, during one month a check was kept on furni-
ture advertising and the number of advertisements was
noted. Out of 298 items, only two carried false or in-
correct descriptions. A remarkable showing.

This Name the Woods movement is being pushed by
the Better Business Bureau and it is fast becoming
national in scope. It is the most effective kind of cen-
sorship, for it is self-imposed. To make it completely
cooperative, it would only be necessary for the mer-
chants to present this code of censorship to the pub-
lishers and insist that they administer it fearlessly
against all or any of them who might transgress it.

We believe some such form of cooperative censor-
ship, investigated by industries or groups subject to the
same temptations, offers the best and most effective
means of putting truth into advertising and increasing
its effectiveness by making it more believable.

Impetus to Air Travel

NOW comes the announcement of airplane luggage,
being introduced by a Racine, Wis., manufacturer.

Not only does this open up a new advertising possi-
bility, but it has great significance in connection with
air transportation.

Granting reasonably safe airplane service, the im-
petus for air travel is likely to come, not so much from
airplane manufacturers as from advertisers such as
this Racine manufacturer, advertising the accessories
or services incident to such travel. The influence of
the take-it-for-granted-that-we-are-going-to-travel-by-
airplane advertising that such firms will do will be more
effective if anything than the direct bid for patronage
by air lines or the direct bid for sales by airplane
manufacturers.

Frank Discussion

READERS of our December first issue probably
noticed the fact that, in addition to our regular
letter page, "The Open Forum," two full pages plus
several columns in the back of the book were devoted
entirely to letters which were received in our offices.
In this issue the same condition is repeated, and we
have been obliged further to add a column to The Open
Forum.

We publish this material for a number of reasons,
even at the risk of boring some of our readers and
bringing down upon ourselves some unfriendly criti-
cism. In the first place, two vital questions of national
significance to the advertising business have come up
for discussion. In the second place, the men who have
written us have been of such caliber, and their sugges-
tions so constructive in nature, as to warrant them a
hearing upon any matter of importance. In the third
place, this frank and clear-sighted discussion is a
spontaneous demonstration of reader interest, and
is the sole raison d'etre of any publication.

We are glad that our readers are commencing to feel
that in the columns of Advertising and Selling they
will find a free and unbiased medium for the expres-
sion of their opinions or the refutation of opinions of
others. A business publication cannot stand still; it
cannot be content to follow in the wake of its field
and simply to echo the platitudes of the multitudes. It
must ride the crest of the wave of progress. It must
have its eye on the future, its ear on the ground and its
finger on the pulse of business ; thus and thus only may
it qualify for leadership.

So we thank our readers for their letters. We hope
as time goes on to find a more satisfactory way to han-
dle such matter, but in the meanwhile we hope that our
readers, having found the medium for their expression
of opinions, will continue to make use of it.

Advertising Advertising

WE seriously question the wisdom of the move-
ment to advertise advertising. It seems to us
that the less the ultimate consumer's attention is
called to the operation of advertising the better. The
American public is already too advertising conscious,
for one thing, and anything which tends to focus at-
tention on advertising rather than on the thing ad-
vertised is of questionable benefit.

For another thing, there is admittedly so much poor
and wasteful advertising done that to try to spread
the mantle of efficiency and economy over the whole
mass of advertising is to run the risk of appearing
ridiculous to the thoughtful citizen — who is the only
one the advertising of advertising is likely to impress,
anyway.

Well conceived and properly executed advertising
needs no advertising nor any vindication; the rest
deserves none.

Space Selling

IN connection with the discussion being held at pres-
ent over the problem of receiving publishers' repre-
sentatives, the following letter comes to us from the
advertising manager of a national manufacturer:

I have an idea that if you keep on, you will bring about
a change in space-selling. Men like Stanton and Stoddard
will never find any doors closed against them. They are
ambassadors of advertising, not advertising solicitors. And
it would be better for everybody if solicitors, who never
will be ambassadors, cut out a lot of this "I've just dropped
in to pay my respects" stuff and relied more on printed
appeal than most of them do.

=*r

ADVERTISING AND SELLING

December 15, 1926

Look Out, Dollar! Here
1 hey Lome

By Robert Douglas

THE product was a new one: a
fresh fruit, trade-marked and
put up in boxes. The idea was
untried; nobody knew whether it
was good. But it was worth test-
ing, in a modest way, and plans were
developed for the experiment. A
large advertisement in the local
newspapers opened the campaign.

The man who had nursed the plans
heaved a sigh of relief that morning.
He was safe on first base and could
stop long enough, now, to catch his
breath. He turned to the dusty pile
of work which had accumulated in
the folder marked "Immediate."
Then the massed attack began. The
advance guard arrived.

Here was the niftiest little article
in the world to sell the product by
building good will. Women bought
the fruit; women sewed. Pack this
little advertising thimble in every
box. I don't believe so, thank you.
Good bye. Glad you called.

Among those present in the short
period of a month or so thereafter
were :

The man who controlled the paint-
ing of the home-run fence at the local
ball park. Nope. Thanks very
much.

The advance agent for a Wild
West show and circus, offering ban-
ners on the sides of the ele-
phants. No, thanks. Not
quite in line with what
we are trying to do , 6
with our advertis-
ing.

Representa-
tives of every
national magazine.

Representatives of newspapers in
other cities. No. Sorry, but this is
a local campaign.

Representatives of national maga-
zines which came into being since
the first bunch of representatives
called. Representatives of old maga-
zines, taking the places of repre-
sentatives who had moved on. Nope.
Sorry, but the campaign is still
local.

Lithographers.

Printers.

Folding-box men. More printers.
More lithographers.

A man with a tin display stand,
to hold the package on the dealer's
counter. Thanks, very much. We'll
keep your card and let you know
when we get that far along.

THE representative of the pro-
gram of the July 4th Motor Race
Meeting. No, thanks. Out of our
territory.

Editors of suburban papers.

The agent of a list of foreign lan-
guage papers. Foreign language
readers are great fruit eaters.
Granted, but we haven't distribu-
tion, yet, in the foreign language dis-
tricts of the city.

(At this point the agency man
barred the door, figured his budget

once more, carried it out to three
decimals for safety, locked it in the
safe and changed the combination.)
In came:

An inventor who would guarantee
forty days' showing, at beaches and
ball parks, of powerful kites carrying
a huge cloth banner. Sounds pretty
good, but not just yet. Thanks for
calling.

representing children's

(Fruit is very good for

Women representing

Guides, Women's Club

I'm very sorry, but we

Thank you sa

Women
magazines,
children.)
Shopping
Year Books,
can't take the space,
much for calling.

Practically the board of directors
of the telephone company, to insist
that the back cover of the directory
be purchased. No, thanks. And by
the way, why do we get so many
wrong numbers and busy signals on
this line? Exit.

Lady editors of the daily papers.
Cooking schools are imminent. Cook
books will be published, and special
full-week editions of the papers, con-
taining recipes and advertisements
of the food products used. (We fall
for some of these.)

More cooking schools.
[continued on

page 501

December 15, 1926

ADVERTISING AND SELLING

Bruce Barton Roy S. Durstine Alex F. Osborn

Barton,Durstine % Osborn

INCORPORATED

cl/2n advertising agency of about two

hundred people among whom are these account

executives and department heads

Mary L. Alexander

Mabel P. Hanford

Joseph Alger

Chester E. Hanng

John D. Anderson

F. W. Hatch

Kenneth Andrews

Boynton Hay ward

J. A. Archbaldjr.

Roland Hintermeister

R. P. Bagg

P. M. Hollister

W.R.Baker, jr.

F. G. Hubbard

F. T. Baldwin

Matthew Hufnagel

Bruce Barton

Gustave E. Hult

Robert Barton

S. P. Irvin

Carl Burger

Charles D. Kaiser

H. G. Canda

R. N. King

A. D. Chiquoine, jr.

D. P. Kingston

Margaret Crane

Wm. C. Magee

Thoreau Cronyn

Carolyn T. March

J. Davis Danforth

Elmer Mason

Webster David

Frank J. McCullough

C. L. Davis

Frank W. McGuirk

Rowland Davis

Allyn B. Mclntire

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

Louis F. Grant

D. B. Wheeler

Gilson Gray

George W. Winter

E. Dorothy Greig

C S. Woolley

Girard Hammond

• J. H. Wright

i 1\T> i

t 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

December 15, 1926

Judges Chosen for Harvard
Advertising Awards

FRESH from Cambridge comes
the announcement of the judges
selected to administer the Har-
vard Advertising Awards for 1926.
This group of prizes, as most of our
readers will remember, was founded
and endowed thi - ee years ago by Ed-
ward Bok, with the aim to encourage
merit and stimulate improvement in
advertising. The Harvard Graduate
School of Business Administration
has in charge the supervising of the
awards, and the jury is selected each
year by the dean of that institution
from among men whose training and
experience would appear particularly
to fit them for the position of judges.
This year's jury, as now an-
nounced, will consist of the follow-
ing men : John Benson, Benson &
Gamble, Chicago; S. A. Conybeare,
Armstrong Cork Company, Lancas-
ter, Pa., and President of the Asso-
ciation of National Advertisers; W.
D. Moriarty, Professor of Eco-
nomics, University of Southern Cali-
fornia; A. C. Pearson, President,
United Publishers Corporation, New
York; Harford Powel, Jr., Editor,
The Youth's Companion, Boston;
Louis Wiley, Business Manager,
Neiv York Times; Neil Borden, As-
sistant Professor of Advertising,
Harvard Graduate School of Busi-
ness Administration ; Dr. Melvin T.
Copeland, Director, Bureau of Busi-
ness Research, Harvard University ;
H. T. Ewald, Campbell-Ewald Com-
pany netroit; F. C. Kendall, Editor.
Advertising and Selling, New
York. Special jury on typography :
D. P. Updike, The Merrymount
Press, Boston; Everett R. Currier,
Currier & Harford, New York; Jo-
seph M. Bowles, William Rudge Com-
pany, New York.

The nature of the awards and the
nature of their administration dif-
fers little this year from the method
of 1925, save for the notable addition
to the list of prizes for a campaign
for industrial products appearing in
industrial, trade or professional
journals and one for a campaign
executed locally in cities of 100,000
population or less. Also, certain
provisions have been made for speci-
fied cases where the jury may award
two equal prizes instead of one
should the circumstances appear to

warrant this step. (See the de-
tailed description of prizes below.

The awards have been divided into
four classes for purposes of defini-
tion and administration.

I. For Distinguished Services to
Advertising. A gold medal will be
awarded to the individual or organ-
ization deemed by the Jury of Award
to merit recognition for distin-
guished contemporary services to
advertising.

II. For Advertising Campaigns.
Four prizes of $2,000 each will be
awarded to the subdivisions of this
group, as follows: (1) For a na-
tional campaign deemed most con-
spicuous for the excellence of its
planning and execution. If the Jury
believes it advisable, two awards of
$2,000 each will be awarded under
this head : one for a campaign of a
general or institutional character;
the second for a campaign advertis-
ing specific products. (2) For a
campaign of industrial products
which seeks publicity primarily
through the media of industrial,
trade or professional journals. (In-
dustrial products seeking publicity
through general popular magazines
will be judged under the award for
national campaigns.) (3) For a
local campaign which seeks publicity
in a relatively limited territory or in
a single locality for products or for
an institution. The Jury may, if it
believes it advisable, make two
awards of $2,000 each under this
head: one for the best local cam-
paign of a general or institutional
nature ; the second for the best local
campaign advertising specific prod-
ucts. (4) For a campaign executed
locally in cities of 100,000 population
or less. (Local campaigns executed
in cities of over 100,000 population
will be considered under subdivision
3 above.)

III. For Scientific Research in
Advertising. $2,000 will be awarded
for the advertising research of the
year most conspicuous because: (a)
It has brought about economy or se-
cured efficiency in advertising by
producing information of general
value in furthering the knowledge
and science of advertising, or (b)
it has reduced or precluded unwise
and wasteful expenditure in a spe-

cific advertising program. (Research
connected with any campaign win-
ning in classification II will not be
eligible here.) Should the Jury see
fit, two prizes of $2,000 each may be
awarded for researches falling re-
spectively under (a) and (b) above.
IV. For Distinguished Individual
Advertisements. Four prizes of
$1,000 each will be awarded for in-
dividual advertisements, distin-
guished for technique and substance,
which have appeared in established
American or Canadian newspapers
or periodicals. Typographical excel-
lence and correct and effective use of
English will here be deemed of first
importance. Ordinarily, but not
necessarily, the Jury will consider
the individual advertisements under
the following classification: (1) For
the advertisement most effective in
its use of text as the chief means of
delivering its message. (2) For the
advertisement most effective in its
use of pictorial illustration as the
chief means of delivering its mes-
sage. (3) For the advertisement
most effective in its combination of
text and illustration as the means of
delivering its message. (4) For the
advertisement most effective in
typography. No advertisement shall
be awarded more than one prize
under classification IV.

ACCORDING to the rules laid down
iVby the committee each campaign
submitted to the Jury of Award must
be accompanied by a manuscript, not
to exceed 5000 words, describing the
planning and execution of the cam-
paign, and giving the factors which
were weighed in determining par-
ticular decisions made and lines of
action followed. Such material will
be held confidential by the Harvard
Business School and the Jury of
Award, and will not be used or pub-
lished without the consent of the
author.

The final closing date for the re-
ceipt of all manuscripts and adver-
tisements at the office of the Secre-
tary of the Harvard Business School
has been set for 5 p. m. on Decem-
ber 31, 1926. Announcement of the
awards will be made as soon after
the close of the contest as practica-
ble.

December 15, 1926

ADVERTISING AND SELLING

Larger Railway Expenditures
Anticipated for 1927

FINANCIAL authorities, with whom we are
in close touch, are confident that railway
expenditures for additions and betterments in
1927 will exceed those during 1926. Every indi-
cation at this time justifies this forecast and the
large orders for equipment reported in Novem-
ber valued at more than $23,000,000 indicate
the start of a large buying movement.

In reaching this important market the five de-
partmental publications that comprise the Rail-
way Service Unit can aid you materially. They
select the railway men you want to reach, for
each publication is devoted exclusively to one
of the five branches of railway service.

Simmons-Boardman Publishing Company

"The House of Transportation"

30 Church Street New York, N. Y.

608 So. Dearborn St., Chicago

Mandeville, La. San Francisco

6007 Euclid Avenue, Cleveland
Washington, D. C. London

The Railway Service Unit

Five Departmental Publications serving each of the departments in the
A.B.C. railway industry individually, effectively, and without waste

A.B.P.

ADVERTISING AND SELLING

December 15, 1926

This Matter of the Cash Discount

THE material that makes up this page and the following columns
consists of letters and portions of letters which have poured into
our offices since the appearance of our Dec. 1 issue. The lead editorial
in that issue, as most of our readers probably noted at the time, was
entitled "This Matter of the Cash Discount," and dealt with the action
of certain newspapers in various parts of the country in discontinuing
the discount of 2 per cent to advertisers for cash payment for their space.
It is upon this subject that these gentlemen saw fit to express opinions.

The editorial in question aimed simply to bring the subject into the
open and to invite discussion from the parties concecrned. The editors
declared at that time, and repeat herewith, that Advertising and Selling
means to take no side in this matter which so involves internally the
whole advertising business.

As may be remembered, our editorial pointed out three separate and
distinct phases of the subject which should be considered : First, that
the cash discount, in addition to making it possible for the publisher
to do business on a smaller capital, has given a definite check on the
advertiser's financial status; that if it were abolished, some sort of credit
insurance might be found necessary, at a cost which might prove exceed-
ingly expensive; and that the danger of heavy losses in the publishing
industries in times of general business depression would be greatly
intensified were the discount to be abandoned, inasmuch as the pub-
lisher's "white space," bought but not paid for, has no salvage value.

Cash Discount As
Credit Protection

By Earnest Elmo Calkins

President, Calkins & 1I..I.I. ... Inc.

THERE is no doubt in my mind
that every advertising agent de-
sires the cash discount retained. Ad-
vertising is an intangible commodity
and of value only to the business for
which it is done, like a lawyer's advice
or a doctor's prescription. If the bill
is not paid, it cannot be used for the
advantage of anyone else, as is true
of tangible products. It cannot be
levied upon, seized and sold for the
benefit of creditors. Therefore it needs
every credit protection that can he de-
vised, especially now when advertising
space runs to such large amounts that
the non-payment of one month's bills
would seriously cripple even a large
advertising agency.

The advertising world has been edu-
cated up to the necessity of paying ad-
vertising bills promptly through the
influence of the cash discount. It
would be disastrous to break down this
state of mind and allow extension of
time to creep into our relations with
our clients. Also, if advertising agents
could not count on receiving payment
of all bills when due, a much larger
amount of capital would be required
to conduct an agency business, which
would mean that the profits would
be correspondingly less, because, of
course, this additional capital would
have to be paid for in some way.

As 85 per cent of the money received
from the client must be paid to pub-
lications, and is really money in tran-
sit, as it were, it would be an unjust

burden for the agent to carry this
amount any longer than necessary. I
think I know enough of human nature
to prophesy that if the cash discount
were abolished the prompt payments of
advertising bills would soon be honored
more in the breach than in the observ-
ance, and an industry which has been
remarkably free from failures in pro-
portion to its size and number engaged
in it, would soon suffer from frequent
embarrassment and even discontinu-
ance. Even as it is, advertising agents
are tempted all the time to undertake
advertising without cash in hand, with
all sorts of promises of sharing in the
prosperity of the business if the adver-
tising succeeds. And the wise agent
has learned that his business is adver-
tising and he cannot successfully com-
bine it with that of a banker — at least
not in the same transaction.

I am speaking only for myself, but
I am quite sure that I represent the
opinion of the advertising agents of
the country in saying that we would
consider the abolishing of the cash dis-
count a serious blow to the conduct of
the advertising business.

sist, the cash discount is passed on to
the advertiser and is in a way a rebate
on the established rate amounting to
something like a cut rate.

This matter has been up for discus-
sion in several of the meetings of the
Association of Newspaper Advertising
Executives where I have presided, and I
have heard complaints to the effect that
the time period indicated on newspaper
bills has meant nothing to advertising
agencies who have insisted on taking
cash discounts even though their checks
left the agency office from 3 to 10 days
late. This habit, even though confined
to relatively few agencies, has no doubt
encouraged newspapers to abolish the
cash discount and at the same time get
rid of the irritation caused by checks
arriving late with cash discount de-
ducted.

The Indianapolis News intends to
continue to allow cash discount for pay-
ment of bills by the 20th of the month.
We intend, however, at the same time
to continue to insist that where the
agency envelope containing remittance
is postmarked later than the 20th day,
that the agency pay the account with-
out cash discount deduction, and where
such deduction is made we rebill the
agency and insist on payment before
cash discount will be allowed on the
following month's account.

A Few Agencies Abuse
Their Discount

L c

By Frank T. Carroll

or of Advertising, Indianapolis News

'HIS matter of the cash dis-
count" is attracting a great deal
of attention these days.

Personally, I am not in favor of its
elimination because I am still inclined
to feel that the cash discount is of value
to the agency and to the newspaper,
even though as the newspaper men in-

Every Party Will Suffer

By Robert K. Leavitt

of National Ad-

THIS Association is decidedly of
the opinion that the cash discount
is a logical part of the business of pub-
lication advertising. It believes that
the withdrawal of the cash discount in
such cases as it has been done by news-
papers is injurious to the interests of
advertisers, of agencies, and in the
long run, of the publications them-
selves.

That the advertiser is penalized by
the discontinuance of such an estab-
lished custom is evident enough. The
thing amounts to nothing more or less
than a raise in advertising rates to the
advertiser without a corresponding
saving to him at any point. Indeed,
there is good reason to believe that
certain of the papers which have dis-
continued the discount have done so
with the sole idea of increasing their
advertising revenue without the neces-
sity of explaining a formal raise in
rates. Numbers of them have been
frank enough to admit that this was
the case. Whether or not such an
increase in revenue is the motive of a
newspaper, it is incontrovertible that
the advertiser is the first to suffer.

He is not, however, the last. The

December 15, 1926 ADVERTISING AND SELLING 35

NLY the wisest and
stupidest of men never change-
said Confucius. And that applies
to advertising schedules, too. We
invite all the in-betweens not
covered in this Chinese wisecrack
to consider earnestly

THE B NEWS

New York's Picture Newspaper

Tribune Tower, Chicago 2 5 PARK PLACE, New York

November (^Averages

DAILY 1,164,542

SUNDAY 1,426,685

These are the largest circulations
Daily or Sunday in America

ADVERTISING AND SELLING

December 15, 1926

agency, deprived of its ability to offer
the advertiser an inducement for
prompt payment of space bills, must
nevertheless pay the publisher as
promptly as before on pain of having
its agency commission held up. In
order to do this, it is necessary for the
agency to finance the advertiser's space
bills for the period in question. Such
financing is, in some cases, a heavy
burden on certain agencies and a bur-
den which greatly increases their cost
of serving the advertiser.

It is not a generally accepted func-
tion of the agency to carry the adver-
tiser's bills, and the agency can do so
only at the expense of two items: one
is its own profit, and the other is its
expense in serving the advertiser.
Whatever increased revenue comes to
the agency from the withdrawal of the
cash discount must come from one of
these two sources.

Nor will the publications benefit, in
the long run, from a measure which
will tend considerably to slow up their
business. It is doubtful if advertisers,
as they become more and more aware
of this factor, will not equalize matters
by cutting down the amount of space
in non-discount publications so that
the net amount of their expenditures
in such publications will be approxi-
mately the same as it would be with
the discount. It is not likely that pub-
lications will greatly increase their
gross revenues by such a move.

It is claimed by certain publishers
that the withdrawal of the cash dis-
count is a measure taken in response
to the laxness of agencies in paying
bills, a laxness which does not extend
to the agencies claiming the discount.
That this is the case to any great ex-
tent may be seriously doubted. Offi-
cials of the agents' association have
repeatedly challenged such publishers
to name any reputable agencies which
were in the habit of claiming a dis-
count in spite of delayed payments and
have offered to bring the full force of
their organization's influence to bear
to straighten out any such situations.
The challenge, so far as we are aware,
has never been accepted.

While our Association has never
taken any action in this regard, I
should like to hazard a guess that the
A. N. A. would be glad to add its in-
fluence with the advertiser to any move
to straighten out recalcitrant agencies.
In any event, it is difficult to see how
newspapers who complain of slow
payment can hope to speed up such
payment by elimination of the dis-
count. It is likely, rather, that the
newspapers will find the flow of busi-
ness even slower than before and that
they, too, will suffer from any precipi-
tant action looking to the elimination
of the discount.

We have heard in the past occasional
rumblings of complaint from news-
papers that there was. a tendency on
the part of agencies to favor magazines
on account of the greater net profit to
the agency from handling large items
of space. Whether or not this is true
to any great extent, the action of the

newspapers in withdrawing the cash
discount is a strange way of meeting
the situation.

Friction Should Be
Eliminated

By S. H. Boiv.es

Publisher, Springfield (Mass.) Republican

WE believe that the practice of
cash discount should be retained
by publishers for the benefit of agen-
cies and national advertisers. We be-
lieve that publishers should take steps
to insure prompt forwarding of check-
ing copies and that agencies should
not endeavor to deduct cash discount
when paying after date due. We hardly
ever have an agency pass up the cash
discount date without receiving a letter
containing some excuse about the cleri-
cal help or something else and en-
deavoring to have the discount allowed.
We think this is the reason why some
publishers have decided to give up the
cash discount.

Anything which makes friction be-
tween publishers and agencies should
be eliminated. If cash discount cannot
be operated without friction, we believe
it should be eliminated, but it seems to
us quite possible for both sides to co-
operate to make the custom operate
successfully.

Letting Down the
Credit Bars

By T- E. Moser

Moser & Colins, Utica, N. Y.

TT is very difficult to understand the
sort of reasoning that prompts a
publisher to adopt an idea so destruc-
tive to the best interests of all advertis-
ing, as the abandonment of the cash
discount. Today the publisher is quite
wholly dependent for profit on adver-
tising. Because of his large invest-
ment, he is quite probably the one most
to suffer by any move likely to injure
advertising.

It is a well-known policy among ad-
vertising agencies which conduct their
businesses along sound lines not to ex-
tend credit to advertisers. We have
occasion to explain to a would-be ad-
vertiser whose credit is not any too
good, that advertising is an investment
for better and more business that can
only be undertaken by those who have
the money with which to pay for it —
.iust as in the case of a company mak-
ing an investment of surplus funds to
improve its profit.

The cash discount has come to be the
sole protection of advertising against
its unjustified use by those who cannot
afford it. It is a measure for check of
a company's preparedness for its use.

Should publishers generally remove
the cash discount, it would represent
letting down the bars to many weak
companies who would try to use adver-
tising to make up for their inability to

conduct their businesses successfully,
in the hope that advertising might pull
them out. This would obviously be a
very dangerous condition.

Various groups in advertising, such
as the agencies through our Associa-
tion, have been working hard to stand-
ardize advertising and develop it to a
better business basis. In my opinion,
those publishers who are discarding the
cash discount are undermining a lot of
good work that has been done so far.
They would be letting what appears to
be an immediate gain blind them to
what is certain to be a very large prob-
lem of the future.

Newspapers Should
Cooperate

By Edward T. Hall

Vice-President, Ralston Purina Company

THROUGH the continual and rapid
increase in the sums spent for
advertising during the past few years,
the funds required to finance an agency
are already a serious problem. Should
we pass through a period of depression
the situation might become more seri-
ous. The withdrawal of the cash dis-
count slows the payment of large bills
and so forces agencies either to in-
crease their capital investment or rela-
tively decrease the service to adver-
tisers.

Whenever a well established service
company goes to the wall, others suffer.
With increasing competition, more and
more service is required. All adver-
tising interests are in the same boat.
The newspapers are entitled to a fair
return on their investment and their
efforts. I feel that it is a short-sighted
and selfish move to use the removal of
the cash discount as a means of increas-
ing income. I favor fair rates based
on bona fide circulations representing
Konest-to-goodness reader interest. I
am opposed to this mad scramble for
more and more circulation, built and
maintained by forced methods. The
expense of this abuse is doubtless one
of the factors that is forcing news-
papers to look elsewhere for increased
remuneration — even to removing the
two per cent.

It is indeed discouraging to see some
few newspapers utterly ignore other
factors in advertising, especially at a
time when a general movement is de-
veloping for those who occupy the same
boat — publishers, agencies and adver-
tisers — to discuss mutually those prob-
lems that effect the general good of all.

Abolish Discount — In-
crease Advertising Cost

By Everett R. Smith

Advertising Manager, Fuller Brush Co.

THE matter of cash discounts, as
covered in your editorial, is some-
thing of very real importance. I agree
with the statements you make. Le' me
[CONTINUED ON PAGE 74]

December 15, 1926

ADVERTISING AND SELLING

Iowa's Standby/

When Iowans want to buy or sell they think first of The
Des Moines Register and Tribune. They depend upon it
as a medium that gets results as well as a newspaper for
their information and entertainment.

The Des Moines Register and Tribune is an Iowa institu-
tion. Its service to its readers is partly responsible for
the remarkable circulation of over 185,000 daily and over
155,000 Sunday— 99% in Iowa!

"I received 6 answers
to my ad run in The
Register and Tribune
for one week. My dog
was sold for $75 two
days following the last
insertion of the ad." —
O. M. Wilson, Monroe.

"Please discontinue our
advertisement for the
traveling bag we lost
last Sunday. It was
returned today by ex-
press from Des Moines.
That is most remark-
able service. We were
sure it was gone for
good." — Glenn Black-
ford, Shelby, Iowa.

^(T^y^^<i^^<r^(r^^^'i^^tf^

INDUSTRIAL

ADVERTISING

and

SELLING

HP. SIGWALT,
secretary of
• the National
Industrial Advertisers
Association, is math-
ematically minded. He
has computed that if
one man were to win
first prize in the three awards offered
to industrial advertisers this year, that
man would augment his bank account
$2,750. The awards to which Mr. Sig-
walt refers are:

The N. I. A. A. Research Award (A.
W. Shaw, donor). Purpose: To stimu-
late the getting of facts on industrial
markets, and to further the work of
the National Industrial Advertisers As-
sociation to this end. 1st Prize, $500.00;
2nd, $300.00; 3rd, $200.00. Closing
dates: for enrollment, January 1, 1927;
for manuscripts, March 1, 1927.

The Forbes Award for the best
planned and executed industrial adver-
tising campaign to reach general execu-
tives. 1st Prize, $250.00; 2nd, $100.00;
3rd, $50.00. Closing dates: for enroll-
ment, January 1, 1927; for manu-
scripts, April 1, 1927.

The Harvard Award of $2000.00 for
the campaign most conspicuous for the
excellence of its planning and execu-
tion which seeks publicity for indus-
trial products primarily through the
media of industrial, trade or profes-
sional journals. Closing date : Decem-
ber 31, 1926.

Any advertiser who wishes to com-
pete for any or all of these awards, and
has not yet signified his intention of
doing so, should send his entry to H.
P. Sigwalt, advertising manager, Mil-
waukee Corrugating Co., Milwaukee,
Wis.

From a Business Paper Publisher

to His Editorial Staff

By W. C. Piatt

President, National Petroleum News
In a recently prepared symposium on
"New Tendencies of Industrial Adver-
tising," Wm. A. Beatty, vice-president,
Newell-Emmet Company, offered some

we must do more orig-
inal thinking — think-
ing in advance of even
the more thoughtful
among our own read-
ers. This may take
the form of the pres-
entation of new en-
gineering, production or refining ideas;
but it must be real thinking, not
merely a plain array of facts. I ami
glad to say that we are progressing
in this direction, but we can progress
more rapidly.

particular interest to industrial advertisers. Other articles
that applv to both industry-to-industry and ma nu facta rer-
to-consumer marketing will be found elsewhere in the issue.

FEW additional multi-
graphed copies of the
symposium of New Tendencies
of Industrial Advertising read
before the Annual Convention
of the Associatin)i of National
Advertisers are available. Sin-
gle copies can be obtained free
by addressing Editor, ADVERTIS-
ING and Selling, New York.

constructive
Press.

criticisms of the Trade

DVERTISING AND SELLING
has opened its columns to a frank
discussion of the problem confronting
advertising managers and their assist-
ants in finding time for interviewing
publishers' representatives.

We asked a number of publishers
what might be done by them to help
conserve the time of customers and
prospects, and what steps have already
taken to alleviate the present situation.
From McGraw-Hill Company:

"The publisher can control sales-
men's calls so that they always justify
the time the salesman requires. This
is a fundamental problem of training
the publisher's sales force. If the sales-
man is merely selling white space he
should expect little time from indus-
trial advertising men. If he is helping
to develop a plan of industrial market-
ing he will find that these industrial
advertising men want as much of his
time as he can give."

From C. A. Tupper, President of the
International Trade Press:

Advertisers and publishers should
keep in contact as closely as possible
by correspondence and cover much of
the material that would be brought for-'
ward or argued over in calls by adver-
tising salesmen. I do not believe it is
possible to route men by appointment;
, They usually have to take their chance*

t would not be likely that one would on finding the advertising manager ml

Bet such stimulation from them. There

are exceptions to this, of course, but the

experience of our agency would seem to

show that the news columns of the trade

papers are more valuable in confirming

current opinions than in prognosticating

"It seems to us." he said, "that the
chief value of industrial publications is
in their informative side in the slow-
moving fields, and in their news values
in the faster moving ones. A close study
of industrial papers might create the
impression that in many instances they
are forced and that there is more stuff
published than need be. So long as
trade papers refuse to take leadership
with their readers and ignore the possi-
bility of propagating opinion, but rather
trail or photograph the field currently.

new ones.

At the recent convention of the Asso-
ciated Business Papers in New York,
the Presidents of the Dodge Manufac-
turing Company, of the Mack Truck
Company, and of a large glove manu-
facturer, told the publishers that what
they want most from the business press
nre ideas that will help them maintain
the leadership expected from occupants
of prominent positions. It was interest-
ing to see how they want the papers
to take advanced, progressive positions
and stimulate their thinking.

For years I have maintained that if
we are to interest men of affairs, either
large or small, in the industry we serve,

William A. Wolff
A Thumbnail Autobiography

I AM one of
the few na-
tive New York-
ers in advertis-
ing, having been
born opposite a
brewery on East
Fifty - sixth
Street. Neither
the house nor
the brewery i
now standing.

I was educat-
ed in the public
schools, gradu-
ating in 1897,
going thence to the College of the City
of New York, and was graduated from

December 15, 1926

ADVERTISING AND SELLING

:;v;,i:

TRUE
TALK

** by the owner of a department
store in Racine, Wis. •* as reported
in an article in Printers' Ink

;^^'^^ ^ K^^l

"V\ ^HAT effect does a manufacturer's
consumer advertising have in induc-
ing you to make your initial purchase of a
line of merchandise?"

"None whatever; not the slightest bit."

"Some manufacturers apparently have the
idea," he said, "that the dealer is interested,
first of all in the supposed salability of
merchandise and the arrangements that
have been made to enable him to get a
steady and profitable business from it. This
idea is wrong. What the dealer has to be
sold on at the outset is the merchandise
itself — its appearance, wearability, perform'
ance and all-round worth."

These things are just as true in general as
they are in particular. After he stocks a
line, the merchant welcomes all the con-
structive advertising a manufacturer may
be able to do — but every store, on Fifth
Avenue or on Main Street, has a buying
public of its own, a public whose wants
are known by the store, a public for whom
the store acts as purchasing agent. In any
community, a successful store can do more
to sell a manufacturer's line than can the
manufacturer himself.

"Tell and sell the merchant — and hell tell
and sell the millions."

itfllll^^^

The

Mconomist Group

DRY GOODS
ECONOMIST

DRY GOODS REPORTER

DRYGOODSMAN

The most effective, most economical way to reach
and influence dry goods and department stores

NEW YORK-

BOSTON-

-PHILADELPHIA- CHICAGO-

-ST. LOUIS-

-SAN FRANCISCl

ADVERTISING AND SELLING

December 15, 1926

Columbia University with the degree
of Electrical Engineer in 1905.

The Western Electric Company has
been my habitat since my graduation
from college. Starting in the engineer-
ing department, I progressed through
the sales and manufacturing organiza-
tions until my writing propensities
steered me into the advertising depart-
ment, later on designated as the pub-
licity department.

I have served two terms as president
of the Technical Publicity Association,
1921-22 and 1924-25, was for two years
one of the governors of the Direct Mail
Advertising Association, and have at
present the distinguished honor of be-
ing president of the National Indus-
trial Advertisers Association.

I am married and have two-twelfths
of a dozen of children of assorted sizes
and sexes. My hobbies are music and
landscape photography.

ry EFORE outlining programs for
J_) this winter's meetings, the pro-
gram committee of The Engineering
Advertiser's Association sent out ques-
tionnaires to ascertain subjects in
which their members were most inter-
ested.

Market analysis received the great-
est number of votes; copy-writing, sec-
ond; budgets, third; color, fourth; di-
rect mail, fifth; campaign plans, sixth;
sales management plans, seventh.

What Some Advertising Agents
Think Ahont Industrial Copy

M. L. Wilson, Vice-President, The Black-
mail Company:

"In copy approach, style and art
treatment, most industrial copy can be
greatly improved. Serious copy, today,
goes into what a product means to the
buyer, not only in operating efficiency,
but in lowering operating, maintenance,
power and repair costs.

"When imagination and originality
enter into industrial advertising, an
interesting style generally follows. Any
copy whch rises above the level of cata-
log copy begins to have style. One of
the simplest methods to develop a style
in industrial copy is to scatter through
it a few unusual words — familiar words,
but used in an original way. Example:
Instead of saying, 'A machine must
have correct lubrication,' say 'A ma-
chine and its lubrication must agree.'

"Few industrial advertisers use really
high grade art work. Often the cost
is prohibitive. But just because there
is so little high class art work in this
field of advertising, a little goes a long
way to make an advertising campaign
stand out."

William H. Johns, President, George

Batten Company. Inc.:

"Industrial copy can be improved by
the hiring and training of better men
to prepare it. When the importance
of industrial copy is fully realized, ad-
vertisers will be willing to spend money
for the preparation of such advertising.
At that time they will hh-e capable men
at good salaries, and those men will
solve the questions of copy approach,
copy style, art treatment, and all the
rest."

By "better men" he does not mean
m:n who are specifically trained in any

one field or industry but rather "men
who are better trained as writers, and
who know the technique of preparing
industrial advertising from start to
finish."

Paul Teas, President of Paul Teas, Inc.:

"It has been a great help to me to
imagine myself traveling on a train
making a station stop of 45 seconds;
and imagining further that on the plat-
form I would find a prospect for an in-
dustrial building, a layout of conveyor
equipment, a hundred carloads of Port-
land cement or whatever the subject in
hand might be. Consistently carried
out, this little drama takes pretty good
care of preliminary thinking copy ap-
proach and copy style by eliminating
every inconsequential thing. In my
own experience many a bright and
chatty piece of copy has gone into the
discard when given this acid test."

Earnest Elmo Calkins, President, Calkins

& Holden. Inc.:

"Industrial copy can be improved by
the same methods that improve all
copy; which are, generally speaking, to
base it on ascertained facts to fit it
exactly to its purpose, and to use the
best mechanical methods of making the
subject clear. The reason industrial
copy — appearing in ti-ade and technical
publications — as a rule is not so good
as the average of general copy, is
simply because equally good men are
not working at it because the pay for
such work is less in proportion than
for general national campaigns."

What Our Association Expects

to Accomplish

By William A. Wolff

TWENTY-TWO years ago there
gathered in New York a small
group of advertising executives to dis-
cuss certain features of their work
which seemed to them difficult from
any of those found in what we now
term the general advertising field. Out
of this meeting grew the Technical
Publicity Association which some years
later was followed by the Engineering
Advertising Association organized in
Chicago with a similar purpose in
view. This purpose was, in brief, to

afford an opportunity for men engaged
in advertising and selling goods that
"move from industry" to meet on com-
mon ground away from discussions of
the marketing of dry goods, beauty aids
and house furnishings.

All this was the genesis of what
might in up-to-date sociological par-
lance be termed a class consciousness
on the part of advertisers and sellers
of technical or engineering products —
marketed not to the general consuming
public but to industry itself.

The success attained by the first two
organized groups in this field gave to
Keith J. Evans of Chicago a vision of
a broader national organization which
might bring to the many industrial ad-
vertising men more or less removed
from the larger centers of industry a
long sought for opportunity to ex-
change confidences, ideas and vexing
problems with others having similar
things with which to contend.

At the Atlantic City Convention of
the A. A. C. of W. the preliminary
plans were formulated and in 1922 at
Milwaukee there was held the first get-
together of the National Industrial Ad-
vertisers Association. It proved to be
the one real high-spot at that year's
A. A. C. of W. Convention, and the as-
sociation was quickly admitted to that
organization as a departmental. It
had in one meeting achieved its place
in the sun and gave to industrial ad-
vertising an impetus that has steadily
gained momentum ever since.

The reason for the steady growth
of the National Industrial Advertisers
Association is not hard to find. It
gives to its members what they could
not and still cannot find in other exist-
ing organizations; it concentrates on
the problems in this particular field of
advertising endeavor which calls for a
combination of technical or engineering
knowledge, merchandising aptitude and
a capacity for analyzing markets.

Further, the National Industrial Ad-
vertisers Association tries to do its best
to get the best out of the budget dollar.
The budget of the average industrial
advertiser is not large as advertising
budgets go. In many cases it is piti-
fully small when one considers the
work it usually has to do. As this
work is done more efficiently, so will
industrial advertising reach a still
higher plane.

These excerpts from the by-laws sum
up the Association's ideals:

To provide a means through which in-
dustrial advertisers may assist each other
in the exchange of ideas to produce more
profitable work ;

To correct existing abuses in industrial
advertising ;

To develop among industrial advertising
corporations a mutual point of contact
which will tend to improve their advertising
so that this betterment will become per-
manent and nation-wide:

To make industrial corporations realize
the value of advertising and by cooperation
determine the most effective means of
building business, from advertising, in the
various departments of a modern industrial
corporation.

T. P. A. Holds Meeting

The regular monthly dinner and
meeting of the Technical Publicity As-
sociation was held at the New York
Advertising Club on Wednesday even-
ing, Dec. 8. The subject under discus-
sion was the motion picture as a sales
aid in industrial selling. Speakers in-
cluded H. M. Davidson, of The Hay-
ward Company, and Charles B. Yard-
ley, of Jenkins Brothers.

December IS, 1126

ADVERTISING AND SELLING

The Sale of Qrape Nuts
Shows a Continued Increase

'There Is Also A

Reason W/iy

THE CLEVELAND PRESS has the largest
circulation of any Cleveland daily newspaper.
The Press runs more advertising than any
other Cleveland newspaper — daily or Sunday.

The Press runs more grand total, local, amusement,
automobile parts and accessories, clothing, dental,
department store, educational, furniture, food, heat-
ing, household, jewelry, medical, musical, opticians,
radio, tobacco and toilet preparations advertising
than the daily Plain Dealer.

The Press runs more grand total, local, national,
amusement, hotels, restaurant, automobile parts and
accessories, clothing, dental, educational, furniture,
food, heating, household, jewelry, medical, miscel-
laneous, musical, opticians, publishers, radio, resorts,
tobacco, toilet preparations and classified advertising
than the daily News.

The Press runs more local, clothing, dental, de-
partment store, furniture, food, jewelry, medical, and
opticians advertising than the combined daily and
Sundav Plain Dealer.

THE PRESS runs more grand total, local,
restaurant, automobile parts and accessories,
clothing, dental, educational, furniture, food,
household, jewelry, opticians, publishers, radio, to-
bacco, toilet preparations and classified advertising
than the combined daily and Sunday News.

The Press runs more automobile parts and acces-
sories, furniture, jewelry, opticians and radio ad-
vertising than the combined issues of the daily Plain
Dealer and daily News.

The Press is a SELLING newspaper. It runs more
local advertising than the combined daily and Sunday
Plain Dealer; more local advertising than the com-

bined daily and Sunday News; it runs nearly eight
times as much furniture advertising as the daily
Plain Dealer; nearly twice as much as the combined
daily and Sunday Plain Dealer; nearly three times
as much as the daily News; more than the daily and
Sunday News combined.

The Press runs three times as much jewelry ad-
vertising as the combined daily and Sunday Plain
Dealer — five times as much as the combined daily
and Sunday News — nearly twice as much as the
daily and Sunday Plain Dealer and daily and Sunday
News combined.

The Press runs four times as much radio advertis-
ing as the daily Plain Dealer; two times as much as
the daily News ; six times as much as the Sunday
News — more than the combined daily and Sunday
News — more than the Sunday Plain Dealer.

THE CLEVELAND PRESS is a six-day EVE-
NING newspaper. The Press — alone among
the three leading Cleveland papers — makes no
rate concessions to resort and travel advertisers;
nor does it sell to automotive or other manufacturers
or distributors on a cut-rate combination basis.

The Press is the only large Cleveland newspaper to
record local, national, classified and total advertising
gains during the first 10 months of 1926.

The Press shows more than three times as much
gain in national advertising as the daily Plain Dealer
and News combined (10 months).

The Press is the only large Cleveland newspaper
that has NEVER conducted a circulation "contest."

The Press is the FIRST advertising buy in Cleve-
land — for any advertiser, selling any product, to any
class of people, at any time.

The Cleveland Press

NATIONAL REPRESENTATIVES:

250 Park Av,

?nue. New York City

DETROIT

SAN FRANCISCO

FIRST

I N

CLEVELAND

ALLIED NEWSPAPERS, INC.

410 N. Michigan Blvd., Chicago

1 SEATTLE LOS ANGELES

f LARGEST IN

I O

ADVERTISING AND SELLING

December 15, 1926

The Spt Page

odd* 'i«*»«

SO the Cleveland Advertising Club remember that the man whose name,

is going to come up for air! I whether it be his own or a corporate

read in The Torch that the Cleve- name, is signed to a piece of advertis-

land club - is planning to move from its ing is in the same position as was Dr.

basement quarters in the Statler Hotel Gorgas. If it doesn't represent him

to the third floor of the new Allerton. honestly, it comes back on him, not on

The move will be made early in Feb-
ruary. The Cleveland Business and
Professional Women's Club is to lease
the quarters in the Statler.

Well, I've had some very pleasant
times in Cleveland's advertising base-
ment, but I confess it will seem nice to
be able to look out of windows the next
time I visit the Cleveland club!

—8-pt—

According to a press release from
the Industrial Digest the poor showing
made by the Philadelphia Sesqui-cen-
tennial was due to the fact that Ameri-
cans of 1926 are too sophisticated to
go to expositions. At first blush this
seems to be merely an ingenious ex-
planation, but the more one thinks of
it the more one is convinced that there
may be something to it. Perhaps the
World's Fair and Eden Musee days of
America are gone forever.

—8-pt—

This story of Dr. William Crawford
Gorgas, who was so important a per-

the one who writes the copy, and he
has a right to protect his name and
reputation.

—8-pt—
Erwin Wasey & Co. have just issued
a booklet, "Just a Few Figures from
Europe," which in addition to being
so cleverly worked out as to toe most
entertaining, carries the thought-pro-
voking information that this agency
has offices in Paris, Berlin, Rotterdam,
Brussels, Zurich, Milan, Helsingfors,
Stockholm and Copenhagen ... I
wonder if the time will ever come when
all the larger agencies will do business
all over the world?

— 8-pt—

The Eastman Company has just is-
sued a booklet in which is reproduced
this first Kodak advertisement.

Two things about this old adver-
tisement interest me very much.

One is the caption. It is hard to
realize that Eastman was ever faced
with the problem of making people un-
derstand that the taking of pictures

sonality in the Panama Canal Zone with the Kodak was an instantaneous
during the building of the canal, is operation. We forget that the "snap

told in his life as written by Marie D.
Gorgas and Briton Hendrick, has
very definite application
to advertising.

One of the doctor's
aids was a Colonel
Brackett. One day he
brought to Dr. Gorgas
the draft of a plan for
his approval and his sig-
nature, which was neces-
sary to put it into oper-
ation.

Turning to the place
on the last page reserved
for his name Gorgas
took up his pen, turned
to Colonel Brackett and
said:

"This is all right,
Colonel Brackett?"

"Yes, sir," said the
Colonel.

"For," Dr. Gorgas ob-
served, "if it isn't, it
comes back on me."

Copywriters who grow
impatient because their
copy is sometimes chal-
lenged would do well to

shot" was a radical improvement in
amateur photography. Why, I well re-

Jack: 1

o vou think babt w ill in- quid loi

g enough i" i i k<

Mttmmti

The Ko.lak will cati h hei wl

.i> .i wink."

ih " she - 1

ftend i" the Eastman Compa

- «.|.v i.i " Dm i want :i Camera,

1 lloi lionter, N. V..
■ iiin.i rated i troc by

call as a boy standing like a graven
image against the fence in front of
my home in San Jose, Cal., while my
sister "took" my picture — and "took"
was the word! It was Bonnie Burd-
row's camera, and Bonnie inadvertent-
ly walked between the camera and me
while the "taking" was taking place.
The result was interesting. Bonnie
wasn't in the picture, but her ghost
was — slowly moving across the land-
scape, being reviewed by a funereal-
faced youth backed up to a picket
fence.

But to come back to the Eastman
advertisement, the other thing that is
interesting about it is that while the
clothes are quaint and the whole at-
mosphere is old-fashioned, the under-
lying idea has never been improved
upon. Eastman advertisements of to-
day are built pretty much the same.

— 8-pt—

And this old Eastman advertisement
reminds me of last night at the Au-
thors' League Show-S