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CtlARlEsf All /TIM BATEX

\'ORK.
PLEASE HAVE THIS BOOK AVAILABLE

FOR QUICK REFERENCE

DURING OFFICE HOURS

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Advertisin
AND WHERE IT IS MADE

CHARLES AUSTIN BATES I

VANDERBILT BUILDING, NEW YORK

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My business is the necessary one ot

selling goods by the use of type,
ink and paper.
It requires, first, a definite plan
made to fit the business under consid-
eration. The plan varies according
to conditions and the result desired
just as the plans tor a cottage and a
skyscraper differ in design and detail.
The ability to make a successful
plan, either in advertising or in archi-
tecture, must come from training,
: i
experience, and perhaps some natural
aptitude.
A business man uses law, medicine,
architecture and advertising.
The wise man buys what he needs
of the training and ability of special-
ists in each line and so leaves his time
and mind free for the practice of the

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things for which he is fitted by his

own aptitude and training.
A good working plan secured, the
rest is detail — but it is important
detail, the execution of which calls
for a technical skill that is acquired
only by long and studious experience.
No matter what natural ability a
man may have, a knowledge of types
and inks; of engraving, electrotypes
and presses; of drawing and painting
and writing; of newspaper rates, cir-
culations and values, is not born with
him and must be secured by either
training or purchase.
The fact that no one man can
possibly learn and know all of the
details of all of these things is the
force which has led me to gather
around me the staff" and equipment
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THE
 of which the pictures in this book 1

give evidence. %

It is the onlv equipment of its kind j

in the world. 1

And there is no least part of it I

that is not necessary in the operation |

of a really efficient advertising

agency.
I call it an advertising agency for
want of a more satisfactorv name.
We do all the work of the old-
style advertising agent, but the work
that we do that he does not do is the
most important of all.

His work represents twenty-five

per cent of the whole.
Ours is one hundred per cent.
We start with the proposition that
good advertising can be profitably
used in any business. |

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THE FINANCIAL END

OF THE BUSINESS
IS IN GOOD HANDS
 Any business can be increased by
some form of advertising.
And advertising means more things
than are usually considered.
When we say advertising w^e mean
anything which brings to possible
customers a knowledge of the facts

about the business. This may be

done by word of mouth, by letter,

by printed circulars, by newspaper

space, bulletin boards, street car
cards, signs, or otherwise.
The first thing to find out is the
kind of advertising required by the
business under consideration, and the
quantity of such advertising that can
be purchased for the amount of

money available.
Our prospective customer knows
the kind of business he wants, and
S*MliHM^.lJll P!4W.WW^
!

THE G E N E R A L
MANAGER IS THE
MOST MODEST MAN
ON THE PLACE
 :

the amount of cash he is willing to

devote to its acquirement. On these
facts we base our plan.
Our prospective customer comes
to us with the facts about his goods,
his methods and his advertising
appropriation. We pump him for
all the information we can get.
u
When we feel that this information
is reasonably complete we study the
proposition and outline a definite
plan completely, down to the small-
est detail.

This plan, in writing, is submitted

for our client's approval and is then
subject to his criticism and we are
open to any suggestions for its better-
ment.
For the work so far we make a
reasonable charge, and at this point
i :

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our client is free to take his plan and

have it executed elsewhere, or not to
have it executed at all.

If our plan, or a modification of

it, is adopted, and we are given the
order for its execution, the amount
of the fee charged is credited on the
first bill for work executed.

After the plan is approved, the

specifications and all the information
available are transferred to our liter-
ary department.
In this department eight writers
are available, and the necessary
writing done by the one whose
is

training best fits him to handle the

matter in hand.
In this department is a pretty

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 comprehensive library ot books, trade

papers, catalogues and advertising

matter of every description. It is

hardly possible that a subject can be

presented on which there is not on
file considerable information. It is,

in fact, rather unusual that a subject

is presented on which we have not

already done satisfactory w^ork.

From the literary department the

work passes to the art department
for illustration, if illustrations are
needed.
In this department six artists, each
with some particular and distinct
ability, work under the direction of

a competent head. As shown in the

j;
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pages of the leading magazines and

trade papers, their work speaks for

itself.

The first work of the art depart-

ment is to make preliminary pencil
sketches which, with the literary

matter, are sent to our client for

i approval or suggestion. Anything
which at that time seems unsuitable
or undesirable may be changed, or
revised, or may be rejected altogether,
when an entirely new substitute is

made. 1

When both matter and designs

have been approved and our client's

O. K. with his autograph appears on

every piece, finished drawings and
engravings are made.
According to the nature of the
work, the completed engravings and

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the copy go either to the magazine j

and newspaper department or to the j

printing department. 1

Th(le newspaper ana

.nd magazine
department is in charge oi a man
who knows the rates for space so well
that we are satisfied to write in our
contracts for such work, a positive
guarantee that our client, in no case,
shall pay more for the space he uses
than is paid by anyone else under
like conditions, and that if at any
time it can be shown that anyone
else does pay less we will make good
the difference in cash. I think there
can be no stronger guarantee, and I

think that this guarantee definitely

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disposes of the question of '' who

"
gets the lowest rates ?

If our client's work calls for news-

paper and magazine space, the
engravings and copy are handled
from this department, and the client
has no detail to look after except the
detail of paying his bill promptly.
If the matter is to take the form
ot circulars, cards, letters, booklets,

catalogues, or any of the many other

forms of printing, the engravings and
copy go to the printing department,
which is fully equipped for the execu-
tion of such work as we do.
In this department the work is of
sufficient volume to permit us to
have made for our exclusive use,
various qualities and colo-rs of paper
and cardboard which are not available

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EACH CLIENT'S MATTER

IN A BOX OR AN EN-
VELOPE READY FOR
m INSTANT REFERENCE

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THE BOOKKEEPERS
HAVE PLENTY TO DO

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to other printers, and which give our 1

client's work a distinctiveness which

adds materially to the force of the
advertising. Of some varieties of

paper and cardboard we are perhaps

the largest consumers in the country,
and we carry these particular things
in stock in larger quantities than any
jobbing paper house in America.
With the copy and engravings the |

printers receive instructions, either

from the literary or art department, |

as to what is required in the way of

type, ink and paper, and proofs are

not sent to our client unless they are
definitely requested.

From the printing department the i

finished work is sent either to our I

9
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TH E
 client or to our own addressin g
department.
In this department we are prepared
to furnish lists of names for all pur-
poses, and here also we keep on file
J :

the lists supplied to us by our clients

for the execution ot their work.
The lists of each client are kept
separately, and the names on one
list are not available for use on
another. The lists supplied to us
are always the property of our
clients, and the information contained
in them is regarded as strictly con-
fidential.

Mail matter for these lists is

addressed at the required time and

either mailed promptly at the New
York post office or sent, by express
or freight, so that our client may

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 have the matter dropped into his

own post ofRce at the proper time.

The output of this department is

measured by millions every year.

The point that we try to impress
upon business men is that we are

fully equipped in every way in every

department for the execution of any

and all kinds of advertising.
Everything in legitimate advertis-
ing is in our line, and we have the li

ability and equipment to handle it

properly.
As the business has grown it has

been found expedient to locate

branch offices in some of the larger

cities to facilitate our work with

present clients and to enable us to

get promptly in touch with new
ones. 1:

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No worK
•k IS executea
ited in any of
these offices, but the man in charge
of each one, being thoroughly
acquainted with our methods of work,
is able to explain them more satisfac-
torily than could be done by mail.
He is able also to get from our clients
the kind and quantity of information
that we require before we can do the
best son of work.
The location of these offices is such
that there is no point east of St. Louis
or north of Washington that is more
than a dozen hours away from us.

Within this territory we are ready to

go to any place, at any time, to
place our proposition before the man
who means business.
K•y^^myHm>tl,f9^^(*y|^r»^M^^y*^(*^t^r9y*»f»y*fmyt«9^^vy*fr*yvrl*^rv^

111 ,
THE MANAGER OF THE
CHARLES AUSTIN BATES
SYNDICATE DOES BUSI-
Cj, NESS WITH SEVERAL
THOUSAND MERCHANTS

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The Charles Austin Bates Syndi-

cate does business with thousands
retail merchants. Although it is

called a Syndicate, it offers a service

which differs from that of any other
advertising syndicate in the world.
It offers real help to the average
retailer in the smaller towns in pre-
paring effective and business-bringing
advertising, and this help is furnished
at a comparatively small expense.
An initial fee of ten dollars secures
the service, one of the greatest privi-
leges of which is that of buying cuts
at the cost price of sixteen cents each.
While this is an important part of
the service, it is not the entire service
as the ten dollars alone, without the
cut privileges, pays for help of an
invaluable kind to every retail

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THE
 merchant in the way of advertising,
good store keeping, window dressing,
changing from credit to cash, and all

the other problems which v^ex the

average retail merchant.
In addition to this particular ser-
vice the Syndicate also has a service

for larger retailers who desire special

cuts made for them, and who wish

special ads written for them. This
service costs more than the other
plan, but less than such helpful work
would cost by any other method.
The business done by The Charles
Austin Bates Syndicate, while small
in its individual items, is immense in

the aggregate.
The retail merchant is the bone and
sinew of this great country. Upon
him the manufacturer and iobber

: R;.-v., .^ ;

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PROOFS OF 10,000 SYN-

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/
DICATE CUTS FOR
RETAILERS RE(^TRE A
ROOM FULL OF SHELVES ^^S^B

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A BOOK OF
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THE
 depend for the sale of their goods,
and it is therefore of the greatest
importance to these same manufac-
turers and jobbers that the retail

merchant shall be supplied with that

sort of advertising, which will help
him sell the most goods at the best
profit in the shortest time.

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M.

TONS OF CARD AND

PAPER STOCK ARE CUT
UP E\'ERY MONTH

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PHILADELPHIA OFFICE
DREXEL BUILDTNCi

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The Charles Austin Bates Build-

ing is in course of construction at
Longacre Square, New York City.

It will be sixteen stories high, and

when completed will represent an
investment of $250,000. It will con-
tain 35,000 square feet of floor space,
all of which will be utilized in the
different branches of the business,

described in the preceding pages.

There will be plants for engraving,

electrotyping, printing and binding.
There will be floors for the exhibi-
tion of machines, inventions and
manufactured articles of foreign and
domestic concerns which seek a

market in New York and surrounding

States. The exposition department
will act also as selling agent, and will

contract for the exploitation and

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actual sale of goods, by advertising

and otherwise. There will be room
in the building for about two hun-
dred exhibits of varying size.

It will be the only important

building in any city of the United
States the entire space in which is

devoted to the advertising business.

Not only will it be devoted solely
to advertising but to the business of

a single concern.

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