BUSINESS
BETTER
BUSINESS
9
J
"
Published
N.WAYERt;
J
J
"J
"
'
6y
SON
PHILADELPHIA
MEW
YORK
BOSTON
CHICAGO
1014
Copyright,
N.'W.
"
"
AyerASon
BETTER
BUSINESS
OW'S
business?"
"
business
Why,
better, thank
you,"
is
and
Just look about
that
this
you'll observe
of
is the
better
day
better
food,
things
"
better
health,
better
There
things
with
business
No
predict
with
be
good
better
going
to
be
business
with
ways
to
this
desire
for
the
"
You
if you
must
want
Modem
in
man
to succeed.
is
required
to
going to be good
^business is going
better
increasingly
the
to
deserves
is
many
business
times
hard
and
"
^it's
with
poorly
business.
managed
The
and
so
many
inefficiently organized
the
"
so
prophecy
business
that
the
which
of
art
when
much
means
business.
better
time
in
better,
things
better
trying
were
make
and
never
was
persons
to
babies,
better
homes,
make
business
methods
business
your
to
are
politics,in diplomacy
and
days of mystery
;9S27n
be
better
better.
direct
and
and
open
in business.
indirection
have
BETTER
BUSINESS
into
slipped
past.
There
shoes
in
limbo
the
isn't
things
itself
are
of
business
justify
must
that
pair
single
modem
the
Business
of
guni
house.
it
or
can't
exist.
man
Ite
better
''build
his
expect
''the
and
beaten
he
out
moves
proceeds
tell
to
his
accomplishment.
his
about
isn't
performed
has
so
and
all
job
woods"
make
he
Humanity,
men
His
that
Street
fellow
doesn't
he
tiie
will
better
neighbor"
world
sermon,
make
doon"
to
Main
better
or
in
realizes
service
on
his
house
his
to
He
book,
than
"mousetrap
path
preach
can
until
complete
he
tells
"
.
can't
Humanity
fall
the
get
^'
benefit
untij.
it knows.
The
the
business
idea
fundamental
needs,
pleasure
has
people
won't
no
need
won't
be
Mere
Some
through
here
much
to
wrong
be
catering
for
excuse
bigness
biisinesses
of
upon
to
of
well-being
or
one
founded
isn't
that
existence
longer
/;'
"\
the
the
and
it
because
excused.
isn't
which
methods
business
have
sin.
big
grown
must
change
^
their
methods.
They've
won
at
the
of
expense
others,
and
of
rules
thousands,
that's
the
Some
of
benefits
to
their
size.
Some
businesses
The
frequently
locdking
his
and
his
and
the
going
man
daily
his
mar
welfare
that
if he
is not
selfish
increasingly
along
like
reckoning
by
day
gives
doing
day
efficiency
his
weaken
but
cant,
of twentieth
Business
to
moral
an
business,
thought
no
to
others.
kind
and
sides
at."
life if he
of
It is not
"
from
all
on
occasional
an
business
and
But
will
acts
if certain
proprietor
under
it is
where
see
take
practices
of
its
enterprise.
should
man,
sound.
are
dailiness
and
are
investigated.
prevents
over
structures
unearthed
were
complex
proportion
business
be
the
and
foimdations
meanest
would
blessing
direct
in
business
their
imaginable
small
the
to
bigness,
are
of the
are
very
Such
because
sound
of
businesses
conferred
their
according
not
of
game.
big
becatise
millions
perhaps
the
century
useful
to
business
better
be
others
he
to
selfxsh, but
is
success
to
is
the
on
service
tical
prac-
sense,
encumbrance
may
most
say
sance
nui-
earth.
the
through
others.
way
an
The
bbtter
business
BETTER
BUSINESS
it
better
of
All
but
these
that
there
of them
of
are
is honest
realize
them
change
Avill
there
or
any
prosperity
We
believe
We
better.
for
the
part
full
We
its
of
little volume
in
^uid
affairs
upon
is
and
be
to
finer
business
of
good
that
place
Business
men
pro^"erity.
truer
general
justment
adto
men
opportunities.
believe
proven
of
Business
that
look
on
division
individual
makes
perity
pros-
prosperity
general
the
than
more
their
make
not
individual
of
multiplication
does
this
ashamed
progress.
The
and
be
must
be
that
Most
to
truths.
Most
ambition
an
wholesome.
imable
to
cause
no
you
ness
busi-
able
simple
men.
by
and
no
its
bromidic,
very
seemingly
has
actuated
the
greater
apparently
business
her
the
otherwise
are
America
be
is
many
minds
of
and
serves
prosperity.
which
say,
grasp
it
them,
serves
and
growth
may
number
the
greater
this
to
the
Life
with
we
of
of
looking
forward
journey
point
has
economy
invite
while
advertising
us
through
enlarge
view.
what
some-
DEMOCRACY
AND
ADVERTISING
UNDAMENTALLY
this
is
country
place
do
to
the
have
So
back
the
to
Just
social
is
applied
to
This
taking
in
moving
one
two
more
com-
step"
that
"
the
up
this
or
about
of
the
The
ple"
peosame
guises
of
and
existence
"
civilization
that
means
like
goes
political.
and
rung
Questions
sale.
the
deal
many
phases
many
ground
which
for
good."
forward
means
of
rights
the
expressed
simply
gaining
into
"
"
commercial
social,
to
great
common
thought
is
"
justice
"the
"
hear
we
the
it ?
doesn't
now
of
prosperity
welfare
common
majority
have
men
business
our
people,
naon
"
of
all
because
things
the
business
other
and
many
so
and
great
buy
you
are
here
them
cause
be-
business
there
people
good
are
less
democracy
that
in
men
ladder
apt
is
to
sharply
mass
are
of
ence.
exist-
divide
us
defined
classes, according
DEMOCRACY
tion, wealth
AND
be
TISING
points of
developed
of
the
evidence
posi-
dead
be
decade,
afford
past
the
likely
are
side ; but
or
year
that
view
either
on
for
struggle
education,
our
environment.
and
Extreme
ADVER-
to
is
result
to
the
the
ords
rec-
abundant
the
always
same.
Humanity
a
world
sorry
made
interests
Business
to
is not
this
predicated upon
popular
popular prosperity.
No
decide
by such
We
this
He
otherwise.
are
We
discussing
but
rather
to
observe
of
men
to
of
the
a
the
politicsof
fundamental
development.
part
of business
political faith
their
this
"
discern
the
study
and
thoroughly
appreciation of
10
may
nothing
the
business
on
shades
all
termination
We
man
conserves
not
applied
as
and
progress
attitude.
an
matter,
facts
is
country
business
conservative
popular
to
true.
in
success
that
appear
opposed
are
this
but
progress,
be
it otherwise.
were
It is sometimes
business
It would
large wins.
at
wants
ready
markets
means
the
de*
more
a
of
better
pec^le.
recognition of the
principle
that
food
cannot
be
for
rest
the
As
they
and
and
RACY
poison
future
big
ness.
busi-
increase
in
knowledge
increase
in
capacity
to
worth-
purchase
to
TISING
intelli-
general
of
ability
and
appreciate
democ-
ADVER-
people
wealth,
and
democracy
us.
bulwarks
the
of
portion
prosperity
are
gence
for
of
General
fruits
the
whil^Hgagrchandise.
ithout
American
ning
fuss
any
their
of
one
that
is the
and
this
Choose
to
^
(
win-
rights,
what
brought
was
the
slowly
precious
most
Right
Right
been
have
people
feathers
or
and
they buy,
them
to
Advertising.
with
Merchandise
of
its maker
who
it is thus
that
^has
"
Here,
again,
of worthy
At
the
wares
high
his
their
the
the
product
purchaser
to
message
can
court
the
patronage.
common-welfare
active,
becomes
his
so.
invites
and
name
turer
manufac-
A
on
with
carries
Advertising
people
mark
the
"
call.
compact
and
name
the
his
puts
into
enters
by
and
only
long
afford
of
The
ciple
printhe
maker
to
tise.
adver-
People
11
AND
Opinion
DEMOCRACY
AND
will
sort
be
soon
con-
demned.
So
ADVERTisiNG
other
any
let
character
and
have
us
make
to
eat
^the
"
instruments
to
had
before.
ever
to
and
the
and
The
is
only
to
buying
of
one
the
the
people
day,
next
man
of
us
when
it
comes
that
something
than
next.
business
biggest
ever
more
and
the
have
they
have
tomorrow,
next,
^the
"
They
than
things
They'll
say
wear
home
our
here.
are
about
say
we
entertainment.
our
people
more
for
fixings
and
courage
things
the
of
The
of
men
the
other
all
low
fel-
makes.
That's
the
The
democracy.
world
and
good
by
their
his
on
Educate
the
until
12
dollar
back
out
and
cyncism
accomplished
for
Right
anyone.
to
choice.
to
thing
any-
of
it established
to
attain
follows
always
Skepticism
never
their
set
make
can
the
ness
busi-
Choose,
to
amounted
and
Attainment
made
in
man
ideal
an
has
ever
some
the
who
claims
business
No
rule
Right
man
people
American
our
people
business
any
of
glory
it.
tion.
convicand
anything
simism
pesor
The
profit
"
business
of
own
path
the
of
is
^there
America
people's
rights
and
is
progress
the
path
opportunity
new
in
the
of
for
development
appreciation
of
their
importance.
13
democracy
adver-
tising
and
STAI"IDARDIZING
MERCHANDISE
ARDS
that
only
and
pounds
but
fifteen
out
of
these
against
possible
number
of
of
with
time
It
quite
the
of
methods
Law
Most
of
have
come
sense
of
this
at
good
commercial
honesty
large
to
note
are
ally
usu-
before
advances
through
defined
and
action.
responsibility,
simply
chandise.
mer-
character
commercial
our
length
great
the
such
be
not
abandoned
about
have
14
for
generally
compels
law
no
considerable
any
business
of
not
sub-standard
well
speaks
upon
it would
any
such
to
would
were
practices,
for
are
astute.
there
persons
intelligence
that
goods
deceive
to
ounces
business
especially
though
weigh
endeavor
such
Even
that
date.
build
considered
inches
thirty-five
To
be
measure
and
^e
practice.
a
our
standard
higher
Laws
of
,Hr
There
ment
is
law
no
store
take
to
compel
to
depart*
from
back
dis-
ardizing
that
has
merchan.
but
the
diss
in
good
satisfied
article
an
purchaser
and
been
paid for,
bought
practice is today quite general
stand-
stores.
Custom
fixes
the
standard
and
transactions,
who
man
risk
the
standard
the
below
thus
set
of
of
fall
to
does
so
business
at
nomics
eco-
into the
element
new
business
advertising
that
mercial
com-
life.
student
declares
the
dealings
of his business
shrewd
his
allows
of
merchandise
troducing
is inardization
standthat
and
of
staple article
producers
any
can
no
longer afford to ignore it.
Suppose, for instance, your name
is^
(
Jones. Suppose, further, you start makI
still further
Now
let us
ing watches.
i
that the Jones watch
is just as
suppose
large
fine
watch
as
one
ever
heard
watch,
and
the
average
cannot
afford
No
unknown
Here
and
who
and
can
to
be
buy
therefore
made.
of
the
man
Jones
simply
it because
it is
|
|
'
sub-standard.
in,
of
which
/that
ARDIZING
STAND-
DISE
horn
expect
of
nized
unrecog-
its most
of
man
in
yard
watch
attri-
than
more
any
develop
thirty-five inches
to
expect
may
right have
buy your
priceless
to
standardization
cloth
trade
fact, what
man
one
of
utes
of
matter
to
you
and
unknown
As
MERCHAN-
is
goods
wide?
Granted
/watch
'
it
will
that
granted
if you
that
in
you
make
time
its
win
it
retail
may
superior
way
"
through
that
it will
standing
is it not
that
true
thereby gain prestige
of advertising
much
the right sort
will
more
quickly gain for it the reputation
of
stores
such
"
and
character
standard
To
time
of
"
"
lies
^We
But
greatest
of
?
cious
pre-
values
first tobacco.
in ten
of another
know
came
advertising
the
tobacco
success.
which
took
16
saving
smoking
advertising made
also
we
with
years
one
tremendous
tobacco
and
of the
of
know
without
years
this
it deserves
advertising.
good
which
in
mind
our
that
market
on
in
less
away
ing
smok-
the
market
than
from
two
the
is
tobacco
manufacturers
been
forced
of
dollars
the
the
of
to
merchan
thou-
dise
recoup
their
through
away
ardizing
have
old
effort
an
STAND-
new
leader,
hundreds
in
threw
they
^vhat
of
spend
to
the
years
decidedly
very
Thfc
sands
five
after
Today
inactivity.
what
Say
changing,
constantly
the
is
surest
hosts
of
advertised.
of
excellence
the
minds
of
it is branded
is
There
this
that
may
ing
possess-
in
unless
people
of
you
element
sub-standard
today
are
one
merchandise
other
every
is
that
and
which
of
changes
be
conditions
will,
you
condition
is
and
indication
every
become
to
more
pronounced.
If
the
are
you
which
of
started
conditions
when
of
the
and
think
buyers;
are
competitor
to
of
esteem
of
users
Is
such
your
valuable?
many
of
ment
encourage-
business
you
or
You
future
and
present
as
ago
think
progressive
in
the
place
first
wares
ness
busi-
generation
the
giving
these
years
coming
take
of
different,
were
present
you
more
proprietor
make.
your
probably
building
insure
17
STAND-
building.
your
insurance
ARDiziNG
tising
MERCHAN-
on
know
dangerously
"
/v
Make
/ making
\harder
y
The
to
/thing that
adver-
by
policy
Jewels
business
be
may
glars
bur-
attract
attracts
less
petitors.
com-
inviting
better
goods
known
by
and
dislodge.
thing
is
that
is wanted
(ardize
article
an
Wood
features.
18
some
competition
your
out
business
business
safe.
big
take
not
your
product
your
You
DISE
Why
"
is
is
standard
^the
to
way
to
advertise
the
stand-
its
PIONEERS
GLORIOUS
Columbus
ROM
Uneeda
the
always
paid
tribute
to
ful
success-
The
pioneer.
who
it first,
does
or
the
bettQ]^^
the
panylEook
the
put
it in
proof
and
it
cracker
and
its
it
"
bigger
fifteen
''
in its
to
take
Biscuit
all.
Com-
cracker
big
last
history,
the
will
the
nation
and
for
thing
long
it
year
and
this
about
it did
biggest
thing
everlastingly
at
years.
has, but
the
company
business
that
concern
away
an
this
biggest
the
market
have
the
but
commercial
housing,
cleanly
keeping
Competition
enjoyed
of
most
soda
did
thing,
in
was
for
it
does
or
Biscuit
displayed
tell
all
does
purity.
to
of
counts
it
courage
still
diflEerently,
lowly
counts,
who
man
is
air-tight, dust-and-moisture-
an
When
the
National
package,
health
and
who
one
hen
man
man
thing
who
the
it
the
does
special
the
to
has
world
from
expensive
elects
Uneeda
and
ex-
19
GLORIOUS
tensive
PIONEERS
the
job
reward
One
his
choicest
of
Prince
Of
tobacco
in
any
such
Others
"
Smoke
Joy
sale
in
sold
much
tins
in
"
much
kind
of
tised
adver-
than
nearest
New
York
other
National
the
smoking
and
similar
times
half
three
as
in
for
its
times
as
tobaccos
reward
proper
bined
com-
tobaccos
competitor
City
but
too,
'^
famous
other
^two
copied
and
successes
the
the
"
that
but
greater
all
"
all
as
together
is
of
as
class
fair
of
sale
had
tobacco
followed
pretty
the
today
neer.
pio-
fashion.
have
made
and
holds
and
previously
been
he
the
out
was
before,
not
if
them.
smoking
had
shows
but
himself
Tobacco
course,
and
stakes
develops
advertised
been
he
Albert
pioneer
trailers,
for
and
about
opens
business
them
to
thing
claims
gaining
pioneer.
lot
his
It is
success
very
to
way
knows
on
the
of
peculiar
is that
the
its hands.
on
put
hardy
pioneer.
1847
a
pioneer
"
^today it
Ferry's
they
now
20
Bros.
Rogers
have
Seeds
no
Silverware
outsells
were
serious
all
was
tors;
competi-
pioneers
rival;
Keen
"
Kutter
Tools
brand
of
pioneers
were
tools
^what
"
readily
comes
to
other
glorious
your
pioneers
mind?
Their
is
name
pioneers
ahead
^business
"
and
have
Despite
advertising,
for
of
We've
of
these
of
the
pioneer.
been
along
of
of
that
a
and
fellow
steal
Open
let
the
get
sit
a
the
facts
chance
we
the
to
tunity.
oppor-
lot
on
of
new
associate
from
that
we
counsellors.
in
"
before
and
march
of
advertised
still
doors
where
business
lies
field
Don't
fields
and
do
been
never
you!
land
believe
we
who
splendid
most
advertising
guides
men
have
and
many
and
the
of
dozens
dependable
You
good
learned
trips,
are
spirit
located
We've
former
on
wide-open
of
for.
know
is
there
most
of opportunities
discovery
we've
looking
We
the
the
times
were
still lots
with
voyages
in
and
universality
are
men
looked
who
men
seeming
there
ous
glori-
ahead.
kept
the
^these
"
ahead,
went
instances
courage
legion
let
lines
^what
of
many
the
other
you.
your
mind
selling
with
and
science
the
good
21
GLORIOUS
manufacturing
PIONEERS
ydur
ideas
have
built
business.
which
You
have
the
on
it to
know
and
the
Pioneers
you
business
to
and
the
how
point
pioneers.
about
in
in
other
as
advertising,
fail
to
activity, sometimes
arrived
fail
take
to
having
of the
that
opportunities
are
of
avenues
arrive
the
so
wherefore.
another
Just
if
and
your
"
contact.
hensions
misappre-
many
and
facts
the
in
subject,
yourself
all
why
good
thing
sanest
came
ever
you
may
owe
is the
advertising
Sane
/with
or
advantage
before
them.
We
mention
could
trade
that
are
In
like
instances
some
with
In
other
cases
and
not
of
experience
Here's
with
the
advertising,
22
to
advertiser
the
well
we
is
advertiser
making
chance
floundering.
see
we
would
we
than
better
of
vated.
culti-
indifferently
bearings"
whom
lines
several
very
nothing
"take
the
that
in
willing
his
of
rut
to
that
know
listen
own
to
the
others.
chance
single
to
take
for
live
advantage
the
lead.
tor,
competiof
better
Suppose
and
competitor
goods
the
have
you
better
are
of
power
his
advertising
an
you
know
than
his, but
that
he
publicity
glorious
pioneers
your
through
the
keeps
lead.
think.
Just stop and
fraud
are
; people
not
is
fools.
not
and
light,
is
Advertising
tising
Adver-
knowledge
and
education.
your
Advertising
competitor.
for
better
a
lesser
put
the
by
If
better
pioneer
his
market
or
for
article
your
price
is
equal
is
at
will
advertising
belong.
you
those
gain
made
same
price,
where
you
If
the
has
neglects
that
follow
his
are
tunities,
opporsure
initiative.
23
to
ADVERTISING
IS
SALESMANSHIP
BRE
those
are
that
eclare
is
ig
advertis-
thers
others
art;
an
it is
ay
who
still
science;
refer
it
to
as
rofession.
We
hold
that
business.
it
is
There
is
_-
and
romance
because
of
Just
its
the
at
nothing
fascination
than
the
of
volume
A
few
shoes
years
advertising
might
is
as
with
anxious
aid,
an
his
to
"knocked"
they
them.
displace
it
works
because
the
head
as
they
salesman
well
represent
it
thought
Today
and
same
cost.
salesmen
ago
shoe
the
smaller
of
shoes
more
selling
or
at
the
to
selling
cost
same
largely
think
can
we
fascinating
more
it
accomplishments.
moment
manufacturer
for
in
as
come
welwho
his
feet
advertised
an
line.
All
Even
advertising
the
apparently
broadest
aiming
is
salesmanship.
publicity,"
"general
only
at
the
develop-
of
ment
has
its
as
should
isn't
two
in
harmonious
and
department
sales
establishments
few
This
that
those
are
that
quite
ing.
overhaulmuch
as
to
ahead
going
are
than
more
needs
applies
businesses
in
still
standing
to
as
going
or
backward.
manufacturers
Many
business
to
make
at
the
would
sales
weak
and
think
sales
on
startle
doing
passed
his
salt
of
prepared
look
and
publications
dollars
selected
in
which
well.
of
No
simply
list of
to
who
hopes
to
spending
he
because
ments
advertise-
pleasing
a
tising
adver-
agent
longer
into
who
men
days
any
bility
possi-
tive
compara-
many
away.
some
fairly
manufacturer
thousands
has
of
growth
are
have
jolly
take
happy-go-lucky
worth
they
were
and
analysis
would
they
The
chart
sales
basis
appalled
big
spots.
actual
An
is
be
doing
acceptable
them.
25
sales-
MANSHIP
workings.
The
a
intimate
be
their
sales
deparnnSnt
advertising
the
sales
the
department,
of
part
and
object
the
If
a
prestige
is
We
ADVER.
TISING
SALES-
MANSHIP
IS
are
worked
one
that
we
should
of
know
work
of
all
is
It
should
copy
nothing
have
We
the
for
mind
has
which
three
is
in
circles,
the
day
the
the
of
day
make
"
has
so
or
avoided
"
big
^that
and
space
but,
peculiar
it
pre-eminently
as
as
desires
who
learned
of
have
things
so
unusually
26
been
by "ose
disproven
"
cation.
publi-
start.
many
before
gone
of
nouncements
an-
advertising
advertiser
modest
much
So
proven
regard
we
seem,
may
be
be
appropriations,
big
to
to
its
any
certain
mendously
tre-
served
we
before
years
said, in
concern,
been
which
appeared
This
before
great
one
of
advertising
nearly
to
us
appears.
in
successful,
for
until
manufacturer
what
problems.
uncommon
with
year
or
prepared
sales
your
advertising
any
be
how
or
employed
be
what
say
used
be
has
never
cannot
should
space
sort
We
way.
publications
much
which
agency
much
we
waste
have
successful
tising
adverbeen
who
can
found
of late
have
now
selves
our-
years
it
in
once
into
the
are
full
world
acquainted
one
Of
MANSHIP
we
beginning.
five
employs
started
dred
hunwith
small
would
it ; the
sell
who
use
and
kind
is
is
such
advertiser
the
the
seem
of people
tion
competi-
magic
of
quently
fre-
played
are
to
of
that
things
least
about
kind
plainest
that
manner
they
or
the
for
count
where
factors.
mystery
It
advertising.
selling sense.
Unfortunately,
and
; your
other
no
your
depends
number
goods
your
all
; how
and
numerous
There
it
"
your
ment
invest-
advertising
make
you
to
conditions
are
futile
be
to
apply
you
there
too
what
reasoning
that
course,
wherein
in
which
modest
same
force
advertising
selling force.
up
spring
not
with
probably
the
Apply
you
sales-
were
two.
or
upon
did
they
that
salesmen
men
grown.
had
business
The
most
businesses
of the
Most
that
and
ADVER-
compara-
TISING
that
understand
We
from
the
new
portance.
im-
paramount
27
IS
TISING
SALESMANSHIP
have
We
ADVERIS
is worth
that
would
employing
greater
right
to
We
who
of
sales
and
in
into
pride
in
This
is the
sort
is entitled
All
in
helps
One
in
who
get
different.
chief
a
the
alike
basically
one
selling another
with
sumption
con-
have
of
their
of manufacturer
selling
of the
cate
fabrifor
ready
product
can
is
is
merchandise
buy
who
rich
wards
re-
and
all
advertising.
good
selling
learned
the
and
to
it
to
economically
goods
high
plants.
of
ability
manufacturers
"
consider
manufacturers
their
and
them
have
they
they
meet
of
materials
getting
cost.
to
proud
are
what
when
expect
want
28
success
not
are
investment
item
an
raw
ing.
advertis-
in non-advertisers
interested
advertisers
their
from
who
business
quickly
more
most
or
as
is the
measure.
We're
business
advertising,
gained
be
may
that,
only
without
succeed
By
times,
many
the
speaking,
advertising
generally
Uiat
said
House
sort
Evers^hing
of
goods
line.
of
advantages
like
ours
ciation
assocomes
the
from
In
of
relations
intimate
difficulties,
business
with
touch
We
cerns.
Last
year
from
hooks
the
all
and
manship
con-
all
failures.
ranged
to abandoned
eyes
sales-
inwardness
some
ferry
boats.
is
There
than
the
is
There
business
of
lowering
of
improvement
the
economic
greater
no
in any
weakness
inefficient
than
by
cost
distribution.
greater
no
sity
neces-
living
and
costly
selling.
is
There
reliable
adjunct
to
and
trustworthy
more
no
sales
promotion
than
advertising
cern
con-
advertising.
is
There
whose
whose
so
experience
record
enviable
other
no
of
as
is
success
is
so
for
broad
its
or
clients
ours.
29
adver-
TISING
have
meet
activities
sales
our
smalL
leading
true
and
of
we
trades,
the
know
successes
many
and
large
lines
most
hundreds
serve
we
manufacturers
other
of
that
fact
is
THE
FOES
FRIENDLY
OF
ADVERTISING
doing
HE
ing
advertis-
of
successfully
combination
of
and
ability
that
for
is
reason
encountered
with
rarity.
The
is
brilliant
"
as
full
to
the
have
their
upon
capacity
the
other
have
they
find
efEect
clients
new
of
thoroughly
engaged
in
advertising
utterly
experience
there
hand,
of
or
it over,"
putting
programmes
number
almost
are
get-
endeavor.
rich-quick
On
business
deterrent
to
vast
and
lives
wrecks
little
their
back
"
of
seemingly
the
business
records
wrought
clever
regard
Their
game."
advertising
amazingly
who
men
romantic
and
of
integrity
some
surprising
world
quires
re-
devoid
to
are
any
reliable
work
of
the
justify
men
who
are
equipment
in
them
such
undertakings.
Newspapers,
forms
of
magazines,
advertising
media
and
other
allow
commission
differential
or
nized"
advertising
of the
Some
in
conceive
they
the
their
If the
medium
or
decide
that
papers
in
him
in
all
That
fine
made
been
his
help
cannot
of
interests
^the
trades
and
and
number
rely
his
his
judg-^
the
to
to
prevent
and
transfer
the
"
co-operation
for
much
inimical
who
man
tising
adver-
which
character
is
has
pays
we
to
the
the
bills
advertiser.
Certain
facts
"
feeling
the
use
agent.
slogan
of
activity
to
power
word
the
to
commission
the
in
were
service
naught
be
another
to
account
not
in
good
withholding
doing
did
which
would
tising
ing
advertis-
media
almost
houses
publishing
statistics
concerning
industries,
of
the
entirely
and
upon
collect
many
able
consider-
agencies
weaker
such
data
31
foes
advert.
service.
great
agent
manner
what
good
of
group
an
client, there
"
of
represented
ment
client
the
gives
publisher
what
commissions
constitutes
opinion
of
advertising
good
such
agent
houses,
interest
be
to
the
Friendly
publishing
the
refuse
practice,
unless
agencies.
larger
unquestionably
"recog-
to
for
OF
their
THE
FRIENDLY
FOES
ADVER-
OF
in
guidance
framing
''
think
We
^the
"
"
there
resultant,
agent
which
proven
to
of
be
it.
here
form
of
and
publisher
in
can
wide
faith
is
between
or-
collates
bad
no
inf
the
to
however,
"
co-operation
is
"'
this
Much
of
ing Campaign.
mation
points unerringly
of the publication
which
use
TISINO
advertis*
an
be
cases
many
disadvantage
the
to
advertiser.
representatives
Many
houses
of
work
creating
advertiser
in
engaged
are
that
be
may
that
cerning
con-
the
publisher's
names
is,
he
agent
an
his
regards
*^
to
upon
use
resentative
rep-
operate''
co-
in
media
as
and
right
proper
Inasmuch
than
leading
perfectly
agencies
existence
there
as
a
which
32
The
advice
depended
^that
"
more
laudable
seeks
ordinarily
way
the
agent.
Is it strange
publishing
advertisers.
new
naturally
an
who
of
of
score
would
plain
are
upon
cies
agen-
solvent
if their
to
were
to
what
beholden
the
not
advertising
be
customer
probably
are
fail,
extent
for
favorable
it
is
many
their
very
regard
of
the
institu-
publishing
important
more
tions.
FRIENDLY
relations
Our
of
mth
all
ing
houses
Uest
of
best
and
we
have
We
created
serving
of
bulk
our
ness
busi-
we
have
us.
that
told
in
the
past
half-dozen
any
and
success
and
we
given
to
accounts
his
or
will
We
itypermit
other
of
and
believe
welcome
that
end
by
these
aid
any
if
however,
publisher's
that
lisher
pub-
any
client, and
advertiser's
that
his
we
help
can
representative
rightful place
our
the
of
in
representative.
any
have
interested
development
not,
our
usurp
board
could
we
best
by
tremendously
are
be
work.
combined.
We
can
that
business
than
agencies
the
by
new
years
felt
been
more
which
agencies
great
created
kind-
the
only
publisher
The
publish-
constructive
always
client.
five
have
class
the
was
are
representative
high
serve
the
to
the
have
We
pleasant
most
are
doing
are
the
at
here
the
council
again
we
interest
at
and
interests
our
heart,
identical.
If you
had
in
mind
the
building
33
of
foes
adver-
TisiNG
of
THE
FRIENDLY
FOES
ADVER-
house
man
OF
to
would
you
cement
or
force
permit
not
man
lumber
or
man
his
of
contractor
you
upon
brick
the
selection.
When
TISINQ
advise
we
advertising
have
you
against
the
asking
your
representative
publisher's
do
to
to
name
an
agent.
much
at
must
stake
th6
as
to
as
that
he
turning
by
he
whom
agent
an
may
has
he
and
agent
advertiser
the
protect
over
that
doomsday
until
argue
him
representative
publisher's
The
can
endorse.
sounds
It
hold
won't
down
on
hurts
his
advertiser
and
publication
his
that
correctly
another
and
34
right
did
get
not
tend
at-
publisher's
there
it
resentative
rep-
hand
on
did
agent
to
certain
not
used
to
it
use
again
by
agent.
permanently
mistaken
used
the
the
Advertising
be
it
it and
loses
success
efforts,
is
prove
falls
agent
an
he
account
argument
reputation.
that
If
If
water.
an
the
but
well,
methods
is
too
hurt
of
big
by
work.
and
any
sane
of
to
these
of
Men
high
attracted
being
will
business
advertising,
the
logic
admirably
and
adopt
to
forsake
not
them
served
so
situations
business
calibre
are
and
they
that
has
the
friendly
foes
in
other
adver-
the
ridic-
tising
that
is put before
them
reasoning
some
advertising
exploitation.
and
Here
right out in the open,
now,
it plain that
wish
to make
first, last
ulous
in
we
the
and
all
and
their
this
attitude
the
time
we
interests,
used,
well
as
of
as
Broadly
for
the
for
list
of
ability
have
former
advertising
of
enough
our
have
we
of
media
interests.
own
secured
because
here
possessed
vertisers
ad-
find
they
the
hold
and
way
in
latter
"go
it
of
enough
business
to
easier
interests
advertising
that
develop
to
courage
think
integrity.
and
We
the
accounts
believed
clients
our
honestly
speaking,
great
our
and
is best
proprietors
for
are
the
the
world
alone"
frequently
largest
give
to
in
"
the
us
when
lay
the
the
another
direction.
Our
our
clients
position.
clients
understand
We
who
are
and
looking
desire
to
do
approve
for
tional
addi-
business
35
of
THE
FRIENDLY
OF
FOES
with
advertising house
the
a
ability to analyze
the
tion, and
integrity to
the
ADVER-
to
TisiNG
an
proper
suit the
36
space
case.
in
which
sales
has
situa-
recommend
list of
media
INVITATION
AN
is
SON
AYER
ca,
business
house
W.
ing
seek-
business.
more
We
are
big
ganization
or-
operating
in
offices
in
Every
client
new
those
serve
fits
In
act
as
in
for
us
the
half
advertising
ter
bet-
to
us
have
those
serving
aiding
than
more
enables
already
we
gained
have
We
States.
thirty-seven
bigger.
be
to
purpose
the
ents
cli-
serving
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of
American
largest
located
four
perience
exwe
new-comers.
lines
-hundred
agents
for
leaders
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ing
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concern.
these
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lines
our
makes
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us
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spective
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leader
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line.
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agement
man-
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and
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mental,
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the
of
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AN
INVITA-
lish
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frame
can
questions
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We
of
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the
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associations
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TION
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able
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the
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their
its
of
accomplishments
clients.
Clients
not
their
sales
To
hard
to
credit
much
a
be
successful
Most
38
other
in
most
is
rather
how
cases
contributing
sales
it
advertising
to
go
concerning
facts
honest,
perfectly
say
do
serve
we
broadcast.
repeated
should
to
class
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have
to
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of
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campaign.
advertising
agencies
are
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noted
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for
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to
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of
the
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tell
mind
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said
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We
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and
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Of
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39
of
IN
is
There
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to
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than
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know
40
young
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is very
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TION
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Big
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Advertising
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Stores,
way
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Parks
Big
ships,
Steamall
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never
Agencies
that
advertising
an
big is by making
"
accounts
accounts,
it has
then
thus
and
in
turn
accounts.
41
Size
AN
INVITATION
big
are
cause
is
the
and
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with
Divide
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that
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We
recall
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too
ourselves
of
some
do
austere,
pay
We
42
shop.
giving
agency.
If
accounts
like
such
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yours
and
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be
course
efficiency.
small
larger
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agency
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goodly
well
satisfied.
miles
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43
AN
INVITATION
Philadelphia,
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ness
We
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clients
Detroit,
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up
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book
whole
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business
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our
is somewhat
and
44
We
of
better
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critics
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existence
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national
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some
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N.
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CHESTNUT
300
SON
STREET
PHILADELPHIA
200
FIFTH
NEW
AVENUE
111
DEVONSHIRE
STREET
BOSTON
YORK
105
S.
LA
SALLE
STREET
CmCAQO
45