ADVERTISING MERCHANDISING COST FINDING -Combined A COMPLETE Combination, comprising proven ability, successful experience and financial strength. EQUIPPED for every service you expect of a well rounded advertising organization--plus Merchandising and Cost Finding. LET US tell you why these new features are of tremendous value in any large campaign. THE CENTRE IS PITTSBURGH METROPOLITAN DISTRICT OF WHICH OUR PARTICULAR FIELD IS THE GREAT CLOYS Advertising Agency A. W. MCCLOY, President R. L. MITCHELL, Manager Pittsburgh Pennsylvania lio containing samples of the advertisements that are appearing in the farm papers and general magazines has been prepared, copies of which are being sent to all of them. Emphasis is, of course, placed upon the effect this advertising will have upon the consuming public and the desirability of being prepared to meet the demand when it comes. One of the pieces of direct advertising is a large folded mailing Icard in which the "Hartshorn idea" is exploited. It tells of Mrs. Irvine's Book, and among other things says: "It is our purpose to make this Concentrate book the most powerful selling ever known to the trade. For the reason of peculiar appeal in this book, and the wide distribution we mean to give it, it will be welcomed by women everywhere because it teaches a new and simple system of home decorations. It will prove a positive boost for your window-shade business. It will enable you to sell better class goods at a higher percentage of profit. It will also enable you to develop other sales in other departments, because the women have learned that the window shade is the beginning rather than the end of an attractive interior. It follows that every woman who buys a Hartshorn Roller will be a logical purchaser for other goods. We hope you will take advantage of this unusual campaign.* In order to help the dealer 'to bring the products to the attention of his customers, small folders describing them and bearing the dealer's name are furnished in such quantities as he may need, together with individual packages of samples of shade cloths for distribution among such persons as may want them. Stewart Hartshorn has lived to see the business he established in a small shop in Tenth Street in the early sixties grow until now it occupies great factories at Newark, N. J.; Muskegon, Mich., and Toronto, Canada, and has a capital of $2,000,000. The first of these was established in 1870, the on "PUNCH" as the public do Try to think of another paper besides "PUNCH" which is popular among all the different British political parties, religious bodies and other similarly water-tight sections of the public. You cannot-just because none exists. Obviously, then, if you want to concentrate on the British market there's only one way to do it-in "PUNCH." Money so spent is seed sown in rich ground, for the best people read "PUNCH." Note the advertisers who do concentrate in "PUNCH" and see if the moral be difficult to draw. My advice in these advertisements is backed by over 40 years' experience. I firmly believe that given such a medium as "PUNCH"-world-wide in its influence with the well-to-doconcentration upon that medium, continuity in its use, and the employment therein of dominant spaces would abundantly profit every advertiser of high-class goods or service. ROY V. SOMERVILLE IO Bouverie Street second in 1888, and the third in Southern Agents Favor Flat 1890. The Hartshorn is the only spring shade roller made in the Dominion. The patents issued to the inventor were basic in character and so completely covered the manufacture of spring shade rollers that for many years Mr. Hartshorn had a monopoly of the field. His shade rollers are sold in every civilized country in the world. In fact, Constantinople buys more of them than Boston. He had to spend large sums of money in defending his patents and in nearly every case was successful. It was not long after he took out his first patents that Mr. Hartshorn became convinced that advertising would help sell his spring rollers. He was one of the first manufacturers of his time to perceive the possibilities of the new sales force which was then in its infancy as a national proposition. His first advertisement was printed in the Scientific American in 1870. George P. Rowell, at that time one of the few advertising agents in New York, handled his advertising for years. There were no professional ad writers in those days, the agent himself or the solicitor who obtained the account writing the copy. The Hartshorn spring shade rollers under the stimulation of what would now be considered a very modest campaign conducted from year to year soon became known from one end of the country to the other. Whatever measure of success he has achieved during the half century or more he has been engaged in business, Mr. Hartshorn attributes to three things, the merit of his invention, advertising and efficiency of production. Carter's Ink Company Takes Over Another Product The Carter's Ink Company has bought the good will, formula, and processes used in the manufacture of Day's Paste from the Diamond Paste Company of Albany, New York, whose plant was recently destroyed by fire. The Carter's Ink Company will continue to manufacture Day's Paste. Beginning August, 1917, Farm and Home will be published monthly. Rate The Southern Advertising Agents' Association, a sectional division of the A. A. A. A., at its annual meeting held in Asheville, N. C., last week, while the Southern Newspaper Publishers' Association was in session, elected the following officers for the ensuing year: President, St. Elmo Massengale, of Atlanta; vice-president, Jefferson Thomas, Jacksonville; Edsecretary-treasurer, ward F. Johnson, of Dallas. The membership of the association is confined to agents who are recognized by the American Newspaper Publishers' Association and the Periodical Publishers' Association. At present only seven belong. St. Elmo Massengale in an address before the publishers told of the aims and purposes of the "4 A's," and urged their hearty co-operation with the organization. "Ninety per cent of all the advertising has been created or developed by advertising agencies,' " said Mr. Massengale, "which means that if advertising is good for anything advertising agents are responsible for a major portion of it." The valuable service the agent renders the publisher should lead the latter to co-operate with him. It is the publisher's duty, he explained, to provide a creditable medium which is carefully read and generally circulated. He can eliminate the dishonest advertiser. He can discourage cut-rate agencies that are sure to demoralize the entire advertising business. In the discussions of some of the more prominent subjects relating to agency work it was brought out that the Southern Agents want a minimum charge for the space used and the full commission with no rebates, except the regular cash discounts available to all. A flat rate was favored. E. F. Johnson declared that a paper that offers a special "blanket rate" to an agent or is suspected of not giving the same price to all only hurts its own cause. An Advertisement the Best Detective Recently there appeared in PRINTERS' INK an item about a concern using display advertising in jewelry trade papers for the return of a lost pearl earring, valued at $25,000, after the police and private detectives had failed to trace it. Two days after the advertisement appeared, offering a reward of $500, a member of a jewelry firm to which the finder of the gem had brought it for sale, recognized it as the article advertised, and the owner, a wealthy New York woman, recovered her property. Albert R. Lee & Co., Inc., the firm that advertised the loss have since started to advertise other goods lost by their clients. Harry L. Townsend is now connected with Photoplay Magazine. He had been with the Western office of Cosmopolitan. the ACORN DIRECT ADVERTISING TROPHY AWARDED THE ROBERT SMITH COMPANY FOR THE MOST EFFECTIVE DIRECT ADVERTISING CAMPAIGN ISSUED BY ANY PRINTING HOUSE The judges in the international competition for the Acorn Trophy were Mr. Henry LewisBullen, on typography and printing; Mr. E. St. Elmo Lewis on originality of copy and layout Mr. W. Livingston Larned on art and illustration and Mr. William H.Crow on selection of paper stock andhe results In announcing the judges'award of the Trophy to Robert Smith Company at the St.Louis convention of the Associated Advertising Clubs of the World the Chicago Paper Company, donors of the Trophy, said: "Robert Smith did not submit the most elaborate campaign,but the most logical → appeal that showed results. an She co-operation given byour organization in the planning, preparation and printing sales litenture inevitably results in this same final appraisal by our clients of their direct advertising not the most elaborate, but the most logical an appeal that showed results". ROBERT SMITH COMPANY LANSING MICHIGAN EFFECTIVE DIRECT ADVERTISING SERVICE |