PRINTERS' INK way so certain to establish regularity of calling habits. "We have meetings on Monday mornings at least three times a month, at which a general discussion of business conditions in each field is held. Prospects for business are stated, and salient Somedifficulties pointed out. times a specific report is required from all of the men on the appeal a special feature or section of the paper is making to our advertisers. More generally, some broad question of general policy is discussed by myself, with the purpose of giving information and talking points, which the men can use in their own way. "The Bell "A house organ, "Each salesman turns in to the advertising manager a daily report of his business in the paper. If there is no business carried, the word 'nothing' must be written across the face of the report and the signature appended. The results of this have been particularly good. "At the month's end these reports are summed up, and the total number of agate lines carried is divided into the total number of salary paid. The lowest quotient gives twenty-five dollars in cash to the producer, and an automatic increase of two dollars and a half a week in salary. There is a second prize of twenty dollars, and one of fifteen for second and third lowest. No salary increases are given with these. our men to "We encourage write letters to their customers and prospects. In fact, we drive home to them the advisability of developing personal acquaintanceship in every possible way. Busiexpenses are reimbursed by the house, but lavish entertaining is discouraged because of its timeas well as money-burnwasting ing tendencies. ness Trade Mark Protection too often consists in locking the stable door after the Real prohorse is stolen. tection begins farther backin the selection of the mark and in its proper handling. I offer to advertisers a specialized service in the protection of trade-mark rights by merchandising methods. My booklet, containing details, is gladly sent on request. ᄆᄆ ROY W. JOHNSON Trade Marks Trade Names The Protection of Good Will Mutual Life Building Free Booklet The following interesting booklets, written by the Editor of our monthly magazine, "KNOWLEDGE," possess elements of value to all engaged in advertising because they give many new principles that, observed, will eliminate costly mistakes. Any one of the series will be mailed free if requested upon your business letter head. Enclose ten cents, stamps or silver, for every additional title desired; or we will send the entire series in a neat little library case, Parcel Post, paid, upon receipt of $1 bill enclosed in letter at our risk. For good measure, we will include with the $1 offer, ten folder side-lights by the greatest men the world ever produced, and for extra good measure, we will also include a six months' complimentary subscription to "KNOWLEDGE": Note the titles of the booklets: 1-"Catching Horses, Men and Orders" 3-"Short Cuts to Business Success" 5-"The Punch in Advertising" 6-"The Cumulative Force of the Fol low-Up" 7-"An Advertising Fallacy" 8-Versatility in Advertising" 9-"On the Question of Brevity" 10-"A Talk on Business Problems" 11-"Reversion to Type" Money back if not perfectly satisfied. THE DANDO COMPANY 10 South Third Street Philadelphia, Pa. "The men are constantly taught that they are in training to become advertising managers of other papers. It is my belief that nothing can help us more than to have a certain number of men employed by other publishers who have received their training at our hands. Accordingly, when one of our first-class men receives a proposition to go elsewhere, we advise him to take it if the offer is sufficiently attractive. If not, we advise patience, for there are certain to be other opportunities." RESPONSIBILITY LIGHT AT FIRST The New York Times does not have any so-called school for the training of its advertising solicitors. New men are put under the direction of the advertising manager and his assistant. Inexperienced young men, on joining the Times advertising staff, are assigned usually to the want department to solicit advertising by telephone. As they develop, more important work is given to them, and if they show aptitude for the business they are given assignments eventually on the general staff. The Times has a conference of its advertising solicitors every morning. At these meetings each man is held to account for his as The Lincoln Star signments, and new men naturally Right through the dullest circulation period of the year The Star has held at these top figures. The Star covers Lincoln and the South Platte country as no other newspaper covers this territory. Agricultural Nebraska is the most prosperous section in the country today. Good crops and high prices are bringing in a flood of wealth. Advertisers will get results in Nebraska The Star reaches the people who have the money to buy goods. The Star's readers are separate and distinct. Every subscriber a home and every home a prospect. No duplication. Use the Star in your Nebraska Campaign The Lincoln Daily Star Eastern Representatives: Benjamin & Kentnor obtain much information at these sessions. A card index in triplicate records every advertiser and prospective advertiser. Each solicitor has a set of the cards representing the accounts to which he has been assigned. These cards enable him to keep in touch with infrequent or inactive advertising accounts, and serve as a reminder to call. During the winter there is a monthly luncheon of the advertising department, at which some well-known advertising man delivers an address. The New York Globe has never sought to train advertising solicitors, but rather to engage trained salesmen with merchandising and advertising experience. Jason Rogers says that after thirty-seven years' experience in the newspaper business, he thinks LE JOURNAL 100 Rue de Richelieu, Paris Director Charles Humbert Senator News-Political articles-Fiction serials from the pens of the leading French writers-Cartoons by the best Paris artists. Foreign Advertising Representatives: Société Européene de Publicité 10 Rue de la Victoire, Paris American Advertising Representatives Collin Armstrong, Inc. the best advertising solicitor is the man who has had some experience as a salesman, who knows merchandise and business practices, and who, therefore, can sell genuine service. "Many years ago," he says, "a man who had been traveling for a drug house applied to me for advice regarding the advertising business. He wanted to find a line that would let him stay home. I told him there was high reward for the good salesman, and he took a job at ten dollars a week for a month to try it out. "Within two weeks he had the technique of type and display well in hand, and inside of six weeks he was without doubt the best and most effective advertising salesman I had ever seen. "To-day he occupies one of the biggest positions in the advertising world, at a salary running probably above twenty, thousand dollars a year. "About ten years ago another fellow came across my path. He had been an editorial writer and had then gone into business as an advertising solicitor. His work had not been particularly effective, but he had a very pleasing personality and had been able to untangle some very difficult knots. "I gave him larger opportunity as head of a promotional department, in which he more than made good. His training as a writer, his sound education, his pleasing personality as a good mixer, all combined to produce a striking sort of efficiency. Today this man occupies a high place in the advertising world, known from one end of the country to the other, and is paid a big salary. very "Another recollection along the same line is that of a man who knew merchandising and salesmanship like a book. He came applying for a job as a solicitor, although he had never solicited for a newspaper before. He was so earnest and sincere that I gave him a chance. He never made a slip, but took to the business as a duck takes to water. "He did not sell advertising as L'Echo de Paris Morning Daily Newspaper Literary, Political and News Articles Directors, Henry and Paul Simond The world's news by cable from special correspondents. L'Echo de Paris is always reliably and rapidly informed. L'Echo de Paris has a special wire to London. Telegraphic Address: ECHORIS PARIS Of the Paris dailies, L'Echo de Paris is the one more specially read by the wealthy and aristocratic classes, the clergy, the army, financial and industrial circles and by members of liberal professions. L'Echo de Paris was adopted by: Aristocracy-Owing to its society columns. The Clergy-Owing to its parti cular connections in Rome. The Army-Owing to its exact and precise information and the special war articles by its collaborators on military questions in general. Financial Circles-Owing to the rapidity and truth of its news service. Liberal Professions-Owing to its staff of editorial and feature writers unequalled by any other daily. Industrial and Commercial Circles Owing to the value of its opinions on all economic questions. SUBSCRIPTION I year, Frs. 35.00 6 months, Frs. 18.00 3rd 3 months, Frs. 10.00 ADVERTISING RATES 3 last columns 3 first columns page, 3rd page, 2nd page Paragraphs Head Offices 6 Place de l'Opera |