THE
KEEPING
OPEN
ROAD
or
How
to
Administer
a
Large
Advertising Appropriation Wisely
Copyright, 1914, and
The
American
all
Rights Reserved, by
Multigraph
Cleveland, Ohio
Sales
Company
"
Clear the road
Direct-mail work
your
does
not
business
do away
"
and
"-."K"r"J"-,
keep it open
but it helpsto rid
zvith legitimate
publicity,
of extravagant
and
ill-advised
publicity
road
THE
which
over
from
leads
business
ultimate
have
you
Open
your
the
to
you
of what
user
Road
the
Keeping
buyer
sell
to
travels
be
"
it
and
factured
manu-
articles,professionalknowledge, service
rocks
and
and
it,your
still
You
It
Keeping
book
will
his
It is
profoundly
and
the
business
Repair?
between
the
if he
"
is
to
that
true
then
certain
a
cast
board
over-
common-sense
principles
them.
object
blow
it.
of business
scores
enterprisesreach
success
in
sense,
mistakes.
own
and
scores
and
a
rience
expe-
common
self-satisfied road-builder
a
many
like
come
engineered
business
into
went
Open
sufficientlyhonest
admit
built
industry
courage,
to
brains
ability and
work.
Thrift,
the
did
eyes
own
"
business
own
This
grubbed up the
foundations, rolled out
Your
the surface.
economy,
road
that
laid the
stumps,
paved
Are
built
work
Hard
whatever.
else
anything
or
of
The
end
the
road
that
and
"
A
blow
between
the eyes for the
builder
satisfiedroad
the
individual
call
you
with
him,
motley
peddlers, bunco
a
is spent
that
ever
what-
or
forgotten. The road is choked
of advertising mountebanks,
and
steerers,
but,
little except
gamblers.
in many
as
Money
city government,
gets into the repair
water
a
highway.
And
Of
is
horde
like water,
very
of the
client,consumer
customer,
or
soon
all the
has
late traffic is blocked.
evil influences
become
that
beset
a
business
unwise
advertising
it appears
is the worst, because
wrapped in a sort
It must
be relegated to the care
of a
of mystery.
business
man
self-appointed priesthood. The
prosperous,
singled out for the sacrifice is told "^^he doesn't
know
anything about it.'' He meekly consents,
his eyes
and
allows
the bandage to be put over
lays himself obliginglyon the altar!
We
Verily
a
covers
just
as
of
multitude
an
many
china
advertising
unwise
(or even
never
old
business
man
singled out
sacrifice lays himself
on
for
the altar
tViic
^niS
hatch.
"cf^tt'^nrr
SCtimg
4]
sins
hen
"
sets
rotten) eggs
the well fed business
The
off"that
stripthe mystery
advertising.
from
that
tear
and
bandage
on
to
propose
ViaKit"
naDlI,
But
man
hf^
nC
when
gets
ronCOn-
tinues
set
to
his cold
on
storage
till something breaks
away
and
and
eggs,
clucks
the
reveals
ness
rotten-
in Denmark!
else
What
sensible
man
explain a
handing over
can
to
$150,000 to another
spend for him, without
any
limitations,any information
as
where
to
it is
way
of
last
dollar
that
backing
is
is
going, any
till the
out
Yet
spent.
what
exactly
Lots
a
of advertisers
storage
manufacturer
recently, and
had
like
one
on
hatch
a
of
a
his
year
There
penny.
business
are
many
him.
The
on
increased
not
end
the
at
setting
won't
did
know
we
are
that
eggs
dangerous maniacs
and
subject but one"
every
is advertising!
We
most
will
that
the
those
are
sometimes
man
who
believe
it is
sane
that
spends a
million dollars for advertisingin a singleyear
is a
believe
he would
lunatic; but we
profit from an
investigation of his business
by hard-headed
people who had absolutely nothing to gain by his
million
dollar expenditure!
not
Personally we
spend a million
(and we saw
say
do
not
dollars
a
wisely
contract
IS]
in
for
a
over
possible to
tising
year's adverthat
amount
cold
do
recently). We
foot
every
roof
and
the
than
trade
in the
which
one
has
who
misspent
ought to
knowledge
facts
the
Why
driven
has
have
that
his
without
his
wear
Aid
come
shape
for
"
and
it
to
Written
was
this
published
by
have
we
our
book
been
intimate
own
with
Department,
upon
so
cases
many
of
appalling
that
they
advertising funds
would
be unbelievable, unless backed
by
knowledge of the facts.
mismanagement
Furthermore,
of such
tall
a
advertising, and
through the investigations of a
number
of experienced business
of
and advertisingmen,
some
men
whom
act
Advisory Counsel to
as
blame
Business
Book
because
relations
We
ones
easily obtained
have
simply
our
good
conical
are
this
We
to
more
understand.
to
easy
advertiser
of
hat
paper
unwise
few
a
complains
was
money
only himself
wins
signs,
conspicuous spots.
most
He
The
store,
front, sides, back
"
with
plastered
is
"
exterior
of whose
the
that
believe
not
of
these
cases
often
simple, every-day
[6]
intimate
involved
business
lect
neg-
principle
and
practisethat
culprit called
the
from
such
what
often
hurts
the
for the
good
We
which
have
no
excludes
from
would
facts
the
him
save
liar!
a
hurts
boss
who
man
with
^Ul/
but
"
be
may
business.
reputable
any
the
mistakes
Truth
confronted
when
quarrel with
publication
fake
ing
advertis-
its columns.
We
only praise for agencies
that
We
advertisers
Some
give real service.
afraid
look Truth
in the face
find no
fault with
lisher,
pubany
solicitor, copy
writer, artist, engraver,
who
strives to improve
printer or other person
have
are
mediums
But
/
and
we
do
methods
have
^;;ifi\
of
general publicity.
chip (of the
block) on
our
a
the
business
man
old
business
shoulder
who
for
thinks
that
general publicity should
always absorb the lion's share
of his expenditure and that he
can
neglectpersonalwork with
the individual.
This
work,
in
a
be done
industry cannot
'^'%\lA'^n:^I^'^T''''sufficient speed, economy
[7
large
with
and
to
There
thoroughness by personal representatives.
do it,and that is by advertising
is only one
to
way
direct to a definiteindividua
that goes through the mails
addressed
by name.
investigationsreferred to revealed
gross
neglect of business principlesin other directions
of advertisingextravchief cause
agance
also; but the one
and
inefficiencyis neglect of direct-mail
detail in
in more
work.
This will be brought out
view these examples:
subsequent pages; meantime
The
The
A
certain
running
in
an
been
had
manufacturing concern
and
attractive
convincing campaign
standard
interest
great
Link
Missing
publications.
to
referred
^^All of
from
to
to
local dealers.
whom,''
the
of
reader
the
inquiries, and
was
book
in response
sent
was
women
beautiful
A
to
quote
advertisements,
^^carrythis line. Otherwise
the
sent
goods will be
direct on
receipt of price.''
Over
a
dollars for
well-designed
Sometimes
to
serve
trouble''
it's ''too much
Common
People
Mr.
A^r-f^ni-
^
^
UireLL
[8
sand
thou-
hundred
advertising,
and
written.
r-iii-p/ar/an^^a
rCierCIlLC
tn^
LU
tVi#="
LllC
article
dealers,plenty of prospects, a meritorious
left undone
to
surely nothing was
bring success.
But
this
note
in the
dealer
every
secure
single article of
a
two
inquisitiveindividual
City of Cleveland, and
he
cases
In
others.
other
every
ordered
the
on
Evidently
work
has
been
the
make
offered
was
asked
have
to
factory and
trouble
received
the
refused^
was
and
a
expense
of
the
dealer
real link in the
a
overlooked.
of
example
another
is found
character
"
he
case
the
and
"
In
appropriation is not being wisely
after all;for the important ^^inside''
would
An
goods
not
this
that
chain
goods advertised.
accept,
from
did
!
specialorders
administered
to
of
score
the
the
ordered
substitute, refused
articles
visited
an
"
"
"
and
the
in
general
more
history
of
another
manufacturer.
During four years,
department of
sales
increased
were
to
slightlyless
of
cost
three
of
to
than
inside
work
and
the
the
time
tising
adver-
created,
Company
was
from approximately ^1,750,000
^10,000,000. The proportion
to
this
outside
advertisingaveraged
one.
Thirty-six thousand
in standard
from
dollars
a
year
magazines for educational
^100,000 was
over
spent on
[9]
was
and
spent
creative
inside adver-
tising. This
work
inside
included
architects,and
The
four
the
by the fact that the
advertisingto jobbers,
direct
and
contractors
of
years
increased
above
for
is accounted
the
desired
retailers.
ment
developbusiness
maximum.
people felt
for they now
too
prosperous
tried the experiment of kicking
Evidently
these
the ladder
of
from
under
the
Cost
of every
out
success
kind
business.
of inside
kick the ladder
DonH
of
success
out
from
under
reduced,
advertising was
advertisingmaterials cheapened, follow-up pruned
and clipped. In fact the pruning and clipping was
the fruit-producing
so
thorough that it removed
The
blossoms
well as
the life-givingleaves.
as
effect,while slow in being
nevertheless
tain
cerfelt, was
you
it is
and
that
although the amount
in attempting to get
off all the life.
prune
giving leaves and fruit-
DonH
producing
blossoms
the
by
false
the
effort is
and
g^^Cn
amount
economy,
spent
it back
saved
because
against the tide
competition has been
OVCrwhclmiug
an
orlTronto
cr(=^
ctUVdliLclgC.
10
say
lost
be
is twice
to
prestige will
entirely regained,
the
never
safe
of
Causes
Thus
of
failure has
a
many
Advertising
advertisingbecause
has
been
has
become
at
it all and
no
tell it
anything
new.
big
man,
the
man
the
The
who
some
has
him?
to
Or
brains,
the
built
advertising
else
one
The
what
"
is
the
he makes
The
he
despair; he
himself, and
He
with
meddles
copy;
sees
a
of wisdom.
mortar
He
''knows
it all'* is posing
platform of gold bricks
who
man
on
them
drives
writes
of
course
in
every
his
design and
advertising
advertisements
is
every
piece
manager
to
addressed
to
them
delighted with
when
print.
knows
nothing about writing
good advertising and his interference
to
concern
can
of
equally foolish mistake
posing as an
''advertising
expert" on a platform built
of gold bricks
without
the
of experience or the
straw
he
door
it
one
of
man
business, leaves
of
the
''little thing''
unnecessary.
prosperous,
knows
it
at
longer investigatesitself
It
regular intervals.
no
to
laid
so-called
some
considered
been
Failures
his business.
[11]
or
is
designing
an
injury
But
of
lie back
should
looks
even
know
he does
to
if
see
Why?
Just because he
is business, that's
He
the business
principleswhich
and
never
campaign
every
they
"
are
doesn't
know
that
advertising
all.
it is white
thinks
there !
big type, pictures,
signs, painted displays, magazines, new^spapers,
booklets, catalogs, and so on.
These
it isn't.
But
space,
media
the
merely
are
of
expression. Advertising is deeper, it is doing the
old things that built up the business
only
same
scientifically,
on
a
doing them
larger scale, more
"
more
efficiently
more
^
It
doing
means
who
Finding out
goods.
your
Dealing
with
economically.
these
things:
"
and
buys
buyer
and
who
ought
to
buy
prospective buyer
as
individuals.
Increasing the efficiency
of your
salesmen.
intimate
Preserving
relations
showing
more
Don*i
try to
cover
coyer
more
states
thoroughly
than
you
can
them
money
by doing
[12]
with
dealers, and
how
to
make
for themselves
it for you.
Covering territory with
line tooth
a
Keeping out of territorythat
of properly.
care
Making
that
promises
no
take
cannot
you
can't
you
comb.
keep.
Reducing sellingcost, by
better
selling,and
reducing
ing
manufacturing cost by increasoutput.
your
Doing nothing without
preliminary investigation.
the
Using
methods
mediums
that
lowest
in
cost,
time, with
Take
the
the lid
these
at
the
shortest
least
friction.
tising
adver-
o^your
and
sometime
find
and
results
bring
a
if you
see
aforementioned
Are
afraid to take the lid
off your
advertising?
you
things underneath.
If your
earning
advertising is costing
little.
too
Have
You
Business
the
one
"
solid with
surface, the
one
type
your
of
most
Yourself
Only
business
the
"
greatest
inside
and
should
be
mass
and
the
and
Blame
to
perfect proportion.
[13
much
too
least
a
sphere,
the
least
outside, the
has
Advertising
the
It
mass.
like
on
a
tag,
to
got
be
cannot
distributed
pasted
painted
or
be
or
like
on
nailed
in the
in
while
tack your
advertising on
your
go
tie it
stringand
string once
to
see
if the
is still there.
it
and
that
trust
on
the
on
Or
roof
the wind
adversity
will
not
it oif.
carry
ter,
Just a change of a let"Advertise''
into "Adversity."
turns
so-called
Many
even
business?
the way,
by
to the
a
they lay
of
surface of
of
pull
bait
you
don't
end
a
sign.
a
far, they
the
Do
a
like
on
Some
that
through
label,tied
advertisingsuccesses
due
are
to
the hrute
without judgment, finesse,
force of money
a
far-seeingsagacity. It makes
big noise while
lasts
but the day of reckoning will come.
^
or
it
"
First
to
Really some
the primary
this
Steps for Little
of these
school
gentlemen
learn
and
to
should
read
go
and
back
recite
little story:
Progress
First, you
out
Learners
and
sell it
make
to
some
in
Advertising
something and then you
if anybody will buy
one,
[14]
go
it.
Second,
get
you
yourself and
other
send
you
that
busy
so
can't
you
Clerks,
men.
go
sentatives,
repre-
dealers.
RIPRtSfcMTATlON
IPtR^ONAL
Third,
because
see
write
you
letters,
A^VtRTlSIMO
DiSTRlBUTlOK
PUBLICITY.
everybody.
Fourth,
direct-mail
are
you
general
begin
publicity.
does
allow
not
have
people
all
known
and
at
to
It will extend
a
your
This
talk
Many
big advertisers need primary
education
in the essentials
lot of
it
But
once.
gives a
use
more.
any
talk
to
to
to
you
individuals
You
a
advertiser.
Fifth,you
to
MAIL
^DEALER
4.QtN6RA.L
can't
men
your
Z. DIRECT
hint
of what
makes
you
name
your
have
to
sell.
rapidly,provided you
are
readyj or it,and provided you
personal and
can
enlarge your
direct-mail work
sufficientlyto
business
complete the sale and retain the
beings that
good will oi the human
sales problem.
into your
enter
Is there
We
many
Don't
let general publicity
swallow
the business
any
hope
not
cases
"Sixth"
in your
there
general publicity
everything else and
along with it.
[15]
this story .?
but in
case;
to
is
"
Sixth,
swallows
the
up
business
do
Why
so
with
agents
tising
change their adverfrequency?
concerns
many
such
do their lists of publications show
Why
astonishing variation from year to year?
is it that
Why
between
the
there
is such
for
price paid
a
such
disproportion
publicity and
the
tation
repu-
obtained?
could
We
name
ten
you
national
advertisers,
beginning with one who spends ^40,000 a year on
general publicity and ending with one who spends
$250,000, and unless you have personal acquaintance
with
facts you
the
honest
The
as
great
as
the
a
truth
other
with
But^ look behind
lists
were
made
sales work
is
is that
and
name
up
being
can
his
with
are
many
the
one
reputation
$250,000.
the
and
for
is which.
has
acquired
his $40,000
find out how the
other advertisingand
and
scenes
what
done.
Publicity Brings
There
tell which
not
of
Problems
these, but
we
content
selves
our-
single example.
a
industry of some
in which
extent
general publicity is a real need in
order to keep sellingcost
down
by making a large
increase
in volume
possible. Suppose also, that
Consider
a
manufacturing
[16]
the
make
will
Who
use?
appropriation
the
up
list and
functions?
all its proper
to
apportion
Can
make
the
today?
you
can't,
year? If you
readjustment next
proper
hand
to
one
some
taking a big chance
are
you
^500,000 and tell him to "go ahead/' without first
investigatinghim from A to Z and finding out if
he, in turn, is fitted to investigateyou and your
tising
adverbusiness^ as he certainly will if he knows
Can
do
you
is honest.
and
Come
back
consider
and
it
that
general to the specific
of the few merchandising manufacturers
one
these problems.
reallydo understand
Concerning
We
to
very
a
a
the
Promotion
recently heard
force
Department
from
now
of
of
Department
a
salesmen
their
was,
doing
was
Tongued
the
His
^ythan
a
executive
is worth
silver-tongued siren
more
Promotion
and
what
them.
not
Siren, nor
a
it
This
Silvera
cocious
Pre-
he
Promoter, but
welUtrained
ors
by superiwho
were
always on
job.
was
well-trained
for
was
man
young
A
the
what
business
ing
explain-
man
young
talk
swift,clear,
at
concise, specific.He was
first frequently interrupted
[18]
was
ceased, for he had
by questions; but they soon
of them
in his report! His
anticipatedevery one
^^I am
often
so
just coming to that'' was
response,
followed
repeated that finallyit was
by a burst
time a rash interrogation
of laughter and applause every
made.
was
We
won't
give
to
stop
his definition
of
motion
Pro-
a
Department, but here are a few things his
Promotion
doing through the mails.
Department was
Developing prospective dealers
by circularizinggood lists.
Establishing active
by representatives.
dealers
in
in all territories
establish
to
Assisting distributors
referringconsumers'
inquiriesto these
Assisting dealers
their
dealers
by
dealers.
in
by circularizingconsumers
territory.
direct
Replying
to
Referring these
from
names
in
Much
consumers'
inquiriesto
dealers
and
departments,
records
for
and
active
dealers.
material
was
lists
and
salesmen, which
circularizing
carpenters,
painters,architects and
of this
inquiries.
information
valuable
Securing
used
visited
not
towns
could
contractors,
on.
[19]
be
rators,
deco-
users.
referred
to
special correspondence,
so
of
other
nent
perma-
in mind
Bear
promoting
that
this work
sales and
At
salesman.
the
is all in the line of
co-operating with
other
time
same
dealer
and
departments
giving highly specializedservice to the same
classes
penters
architects,dealers,users, contractors, carand so on, along different
lines,such as the
were
"
applicationof
and
use
Note
definitions
product.
this falls in line with
how
also
the
of
our
vious
pre-
munication
advertising the media of comwere
printed and typewritten matter,
drawings, photographs, etc., but these media were
the advertising. The
not
a
advertising was
highly
organized, well-planned, well-systemized method
of securing a preconceivedresult advantageous to the
that in the last four
strange
have
alone, the annual sales of this company
It
lousiness.
years
increased
No
the
that
"
this
one
of the
you
should
with
in
advertisingtillhe
fits
a
retail
links
in the
business
you
as
well
stand
the
whole
and
be
in
a
as
you
are
and
in sympathy
principle.
retail market
local,but
the
important
plan.
merchandizing chain,
understand
its
to
Wherever
one.
realizes
however
means,
incidental
are
manufacturing
The
not
succeed
can
themselves,
And
is
nearly twenty-fold.
one
this fact
more
"
it
must
is
different,its problems
still base its plans on
[20]
are
the
old
same
factors, profit, territory,
and
sellingcost
A
service
retailer
large
advertising
got
agency
which
agency,
mail
by
sale.
they
well
as
the
executive
heads
making
The
uted
distriba
waist
shirt-
of the business
cheap
so
an
them
to
in
the expensive
they
had
used,
said it would
them.
in
of them.
out
as
of
services
believes
folder,it looked
with
features
the
printed a folder to be
good list,advertising
a
When
comparison
that
to
this
saw
and
up
the individual.
engaged
for its clients
money
to
distribution,
grace
dis-
nately,
fortu-
But,
induced
they were
it proved
to
use
it, and
that good sellingargument
is more
profitablethan fine
feathers.
to
the
Women
with
and
store
shirt-waists
them
that
ever
There
folder
2.
enough
3.
It
to
It
are
was
it
"
cost
was
much
tell the
was
it
ordered
for identification!
Here
1.
like it"but
They didnH
brought the business
by numheTy carrying
had
reasons.
flocked
No
so
^^pulled''
little folder
tisement
adver-
newspaper
well, for
several
circulation
about
of them:
some
no
the
^Vaste''
all pure
less than
^Vaist'^
circulation.
newspaper
story.
same
personal
in its character.
121]
space
big
It did
4-
other
hundred
It left
5.
into
the
have
not
with
a
attractions.
a
memorandum
definite
slip
to
easy
shopping bag.
Individualizing
That, when
the
attention
divide
to
function
you
Business
a
down
"get
of direct-mail
tacks"
brass
to
is
advertising.
profitabledirect-mail
plan and execute
It is a task worthy of
work
is not necessarilyeasy.
and there is
great sales and advertisingmanagers,
of
little knowledge of its great possibilities
or
very
But
its
to
applicationto
specific
Many
with
a
direct-mail
different lines of business.
loads
advertiser
motley assortment
printed junk, aims it at
we
typewritten and
landscape, and trusts
the
providence.
often
so
about
basket
the
as
No
wonder
the
hear
platitude
the
had
put
been
General
objection itself
What
who
ought to be done to the man
says
*'All direct-matt
advertising goes into
waste-basket"
my
the
put
on
advertisingthat
on
waste-basket.
22]
waste-
of
If the
time, effort and
same
old
final haven
advertising literature!
mail
cannon
of
a
in
his
tion
atten-
directhas been
Publicity,this
would
go
into
Your
Individualize
To
Become
already think
investigations by competent,
No
if you
matter
start
learn
to
"
what
needs
the
have
others
Investigate what
field.
doing in the same
and
Investigate local
Find
goods
doesn't
a
many
"
does
who
out
you
and
what
you
sell
done
and
are
possibilities.
your
that.
study all data
and
Compile
to
manufacturer
know
even
all,
know!
territorial
buy
it
unprejudiced
not
application of
of individual
buyers.
Investigate
know
you
of dealers
attitude
Investigatethe
products.
your
the
do
you
First
Individuals
"
persons
to
the
with
Acquainted
Must
You
Business
obtainable.
Then
whom
all
classify
you
that you
find the
efficient method
most
each
to
appeal,
so
quickest and
for
reaching
group.
Go
and
to
propose
can
individuals
through
eliminate
the babes
your
the
in arms,
jails,asylums and
mailing
lists
superannuated,
the inmates
cemeteries.
of
//
you
could
meet
some
mailing listface
[23
to
of your
face!
how
Learn
how
keep
them
up
that
every
bit
to
See
the
able
take
to
Insist
competent
that
up
form
literature in the
this
direction
date.
to
the
carries
house
will be
compile good mailing lists,and
to
of
correspondence leaving
Then
right message.
you
real study of direct-mail
a
of complete campaigns.
business-buildingunder
shall be the first object of
true
ing
advertisAdvertising Department and your
appropriation. The experience and knowledge
it
so
gained will not only be profitablein itself^
will do another
great thing for you.
your
It will show
has
In
other
business
in your
right mediums
efficiencyfor
just what
you
for
the
it, so
least
words,
as
licity
place general pub-
and
how
to
obtain
highest
it will
strip the mystery
advertising, and save
from selling
the soul of
the
the
to
loudest
As
to
us
take
examples.
to the
r
r"
4
i
[ 24 J
your
with
vest
and
further
this
department
let
you
yawp.
the
of
from
bidder
brightest
the
business
sell the soul of your
bidder with the brightestvest
the
expense.
business
Don't
select the
to
of
a
importance
particular
advertising,
few
concrete
in
the
office,which
home
which
features
timely
what
today
prepare
give him
advice, as
business
Note
occur.
may
and
use
can
sound
and
assistance
opportunity
dealer
the
and
plan
can
is
being
in
the
trical
elec-
field, if
doubt
whether
work
is
done
you
such
profitable.
This
co-operation is
more
profitablethan
forcing the dealer,
by general publicity.
He
'^forcible
*
like
is too much
the dealer's throat
Forcing distribution'*
it down
militant
internal
The
house-organ
publication issued
has
of
enthusiasm
except
the
a
done
a
strong,
to
members
"
feeding"
than
more
any
jamming
like
doesn't
that
is
of one's
the
suff'ragettes.
a
periodical
own
ization,
organ-
keep up the
sales force than
anything else
virile,optimistic personality in
more
perhaps
to
himself.
sales manager
there are
today, which
Yet, how few concerns
of such
that they could
an
making the use
are
economical
and immediately profitablestimulator.
Oftentimes
no
of
the
very
man
who
particularuse for direct-mail
business," is the very one who
26
says,
work
is
most
*^We
in
our
have
line
neglecting
opportunity for sales increase.
great
some
be
too
that
sure
this doesn't
to
that
you
could
you
dollars
forty thousand
from
general publicity,and
doing just as
be
would
you
be
all of that
direct
and
know
be
a
doubt,
and
is
to
could
have
been
half
would
you
or
of intimate
sort
discussing,
profitsanother
your
had
you
take
the
in
money
time,
it into
we
not
absolutely no
thousands
accomplished.
profitableto
of
matter
and
fiftyor
probably be glad
not
of
cases
It is
no
thing
very
that
assume
own
this
to
it may
case.
more
As
cient
effi-
administering of advertising
before been
never
for the
experience with
in hundreds,
disparagement
fact, the principlesof
before
that
this
in your
extent
economical
and
question
abilityto
some
appropriationhave
have
world
that
put
same
you
put
increase
to
the
at
which
or
intelligence
your
the
to
it.
if
can
or
appropriation for
your
that
thousand,
There
be
work
thereby
hundred
to
glad, no
saving
thousand
twenty
general advertisingas before,
good evidence
pretty
a
much
an
be demonstrated
still appear
pocket. And, if
your
take
Only
you.
If it could
telL
investigationcan
mean
Don't
been
very
good
studied
ciated,
clearlyenun-
that
reason
in the
lightof large
all classes of direct-mail
[27]
they
users.
That,
from
direct-mail
out
obtain
than
by
we
include
could
merchant
and
professionalman,
Don't
else.
have
merely
You're
to
pay
business
to
Give
the
and
put
application of
them, and
in
with
this
a
book
all others
by filling
book,
constructive
be
read
who
advertise.
this book
over
man
for whom
it's written.
common
it your
sense
personal
]28
alike
dealer, jobber,
turn
mistakes.
can
you
suggestions
to
manufacturer,
for the
mation
infor-
different lines of business.
specificand
more
we
business, we
our
the
on
inclosed
form
of
is among
own
your
data
the
sources
advertisingto
Doubtless
advantage
gather comprehensive
to
many
the
nature
very
forced
been
have
the
By
possess.
just
is
however,
You
to
time
it
owe
into
some
your
and
one
You
to
your
tising.
adver-
attention.