The country residence is easier to obtain when the town in hit is located has no gas supply, but in the steam station

at least, the hot water supply must be taken care of by other meth »d.

The reason the city residence is placed last on the list is a large house with a large number of servants is indi

Feron is the greatest waste of all When electricity ava ads med it is the least expensive of all services, but wasted it is the most costly. However, it should be ere, that it the country house is not wired it is a comves smail matter to bring overhead construction from the to the house and to wire the building itself, whereas the to res, den e frequently indicates heavy underground cost and redn. ult materials to work with in the frame of the

itself

«d be stated at this point that electric manufacturers developing an mimeasely improved line of electric na fittings, etc, for use in range and high wattage instaliaall types This development will greatly and not only attard the customer himself but the central station

it is hoped that the merchandising lessons as applied to elecai a sances which have been set forth in the reports of 1914 ¦ 1915 Fave been taken to heart by the central stations, and Pat it will not be necessary to again point out the fallacy, the lshress and the tatal mistake of trying to give away to sell them at ridi u' us prices as compared with their i feed to sell them in any other way than on the mer sta: lard which has lately been ad ¡ted by so many the central stations in their han lling of ap; lances in general bere in nothing to be ashamed of in the price of an electric e at the present time A salesman should not hesitate to face

er and ask for a money envalent of the value of an

«n which he knows he can depend, thereby showing not

by own respect for his calling and his merchandise bit an iDe vame into the mind of the customer

PUBLICITY

F WARDELL

The difference between what the central station expects and what it really gets in the way of advertising service from the manufacturer is about the same as the difference between darkness and light. The advertising service furnished by the manufacturer is hearty, filling, and, if used in large enough quantities, nourishing, but somehow it lacks the delicate, attractive, attention-compelling features that the central station manager expects.

The reason for this difference is doubtless obvious; the first kind of advertising is easier to get, cheaper to prepare, and more 'central stations seem trained to dispose of it than of the other kind, which is often difficult to secure and requires care and expert skill in the preparation.

The former type of advertising material has therefore become the rule. It is, in general, taken for granted, sucked in by the central stations, and finally dumped into the storeroom back of the office, never in most cases to see the light of day again. Volumes have been written upon the subject of the waste incident to the preparation and sending out of advertising material. by manufacturers to central stations.

We should, however, recognize that there has been a vast improvement in this field of activity, even within the last five years. The manufacturing firms have awakened to the fact that their advertising men should possess good business sense along with their artistic and "mixing" temperament, and thus, in spite of the higher salaries demanded, save money in the long run. There was a time when advertising men were allowed, indeed were expected to be possessed of temperament, just like musicians and artists, but that day is passing and hard sense is sought after even if it is not as yet always found.

The whole trouble in this advertising field arises from the effort of each manufacturer to get every central station and other independent selling agency to use more of his than of other advertising material. There is too little effort to find out what the people of a certain locality are likely to be interested in and how it should be presented to them. Too much effort is devoted to finding out what kind of print paper the local country papers use, so that electrotypes of one sort and another can be made by the ton to fit an average low-grade quality of publication, in

there is not the slightest resemblance to anything con! with any of the attributes of the better class of adver

RECOMMENDATIONS

Every manufacturer's advertising department should have a the capacity of printing service expert. He should be on ailing list of every central station and selling agency, every org and printing agency, to receive the samples of adverhan led by the different media There should be a crossand mdex system calling attention to various worth-while tons peculiarities of appearance, quality, etc., in material an would very soon become an encyclopedic compendium ཚེ ཝ ༎ a 'vertising activities throughout the country. Working with this printing service expert, and all under the - general supervision of the advertising manager, should be of cogy writers and follow up service makers, who would i can paigns, and use them in the name of the manufacpresent his product to the central stations and secure

Next, after a live prospect has been developed from the turers follow up system out of the central stations on

list, and a reply card has come in asking for further 2' n samples of advertising material which can be furshould be sent, then, put the salesman on the central sta

1.anufacturer's representative should not only be an eta esan, but he should know something about the prin of advertising and how to get the best results from it gimen of this type out will eliminate another of the very 1 and expensive features of present day selling campaigns

;s practically every day in every part of the country, like this The big chief in the home once sen is out through his general commercial in anger to the district that there must be a drive on a certain type of a;; ara Naing the line everybly jumps for the rope and begins the bell and blow the whistle I'e alvertising de; art

up all the material it has left over from various print i in connection with the sale of this particular app arawhich the drive is to be made; some new stuff is got out

and before the ink is dry the whole business is gathered together, slashed up into small bundles and scattered all over the country to the different district offices. All of this material lands on the floor in the district manager's office and he says, "Gee, I've got to get busy and get this out." He issues a bulletin of instructions to his sales manager and his sales manager issues some more suggestions or "words of advice" to his salesmen to the effect that all this material has come on from the head office and all the bosses have said to get busy, and "now go at it and see what you can do. See if you can't get this advertising matter scattered out through the country." Every salesman puts some samples in his grip, thinks up a lot of places where he can "make 'em take some anyway," has some package sent there, orders more packages sent to various hotels along the route; and when he drops in on the first central station victim he says: "Gee, but this is a nice day, ain't it? We're making a big drive just now on the Four X Plus and Minus Vacuum Cleaner. We've got a fine lot of advertising material out on this thing and I'd like to send you some. As a matter of fact, I thought probably you'd want some anyway, so with your best interests in mind I had some packages sent on to me here at the hotel. If you'll let me have one of your boys, I'll have it brought right up to you." So the advertising material is delivered and then the agent sets about securing an order for the Four X Plus and Minus Vacuum Cleaner.

Under the ideal arrangement, instead of having a condition like this the salesmen will find out the conditions under which the central station manager wishes to conduct his campaign, what class of people he wishes to reach, about how many he wishes to include on his prospect list, etc., etc., and then the advertising campaign will be prepared to fit these conditions.

THINGS TO REMEMBER

1 The value of an advertising department evidently cannot be measured by the quantity of material it sends out or the number of people it employs. On the contrary, it may be making money by keeping its expenditure and effort practically stationary even though the gross and net of the business are steadily rising.

2 The value of advertising does not consist in the quantity

* præted as much as in the quality and the way the is presented

The vaise of a manufacturer's advertising material will rect pr portion to the number of people who know men who write it The values of personal touch are many

4

Here should be a clearing house for manufacturers' addepartments through which to eliminate useless adverThis will be possible when manufacturers cease their seless rivalry in advertising expenditures