Hitting the High Spots in One Issue of "Printers' Ink" THE FRANK A. MUNSEY COMPANY Editor of PRINTERS' INK: I don't know when I have enjoyed a copy of PRINTERS' INK so much as your issue of October 12. I don't know that it was any better than the average, but in this issue you certainly had an array of articles and news items that appealed specially to me. Julian Street's article on "A Fiction Writer's Advice to Advertisers," is very timely and pertinent. We need more fiction in our advertising copy, which means that we need more truth about life, for that is what fiction is. new Mr. Calkins' review of the novel "Babbitt," was exceedingly interesting and will, no doubt, greatly increase the sale of this book among advertising men. Mr. Bartlett gives some good suggestions on "Strategic First Sentences in Letters," and Mr. Paul Sartorus tells us that "The Last Dozen Words Are the Hardest." Mr. Raymond of J. Walter Thompson Co., one of the deans of advertising, has an interesting article on "How Advertising Has Developed with Distribution." It is always helpful to read of the experiences of those who have made good in any line and, therefore, the article "Some Things I Have Learned about Selling," by Mr. Affleck, President of The Universal Portland Cement Company, is most inspiring. These are only a few of the high spots. There are too many to mention in a letter. I just wanted to let you know that I spent a profitable evening with this issue of your magazine. THE FRANK A. MUNSEY COMPANY G. T. HODGES, Detroit Board of Commerce Advertises for Men "The cry of the day everywhere is for men. The greatness of our country, the greatness of our industries, the greatness of our city are founded on Men, Men, Men." men. This is the introduction to a full-page newspaper advertisement of the Detroit Board of Commerce in its campaign to increase its membership. The copy says that Detroit is the fourth city of the country in size, but the twentieth in the membership of its Board of Commerce. Money is mentioned as a secondary consideration. Its primary appeal is for men and this appeal is forcefully presented repeatedly throughout the advertisement. Men from every walk of life, of every creed, of every racial element are sought so that the Board of Commerce will be representative of all all people in Detroit, of every shade of thought. The text says, "Don't leave your duty to Detroit to your fellow worker. "You work in Detroit. You live in Detroit. Your fortunes are bound up in Detroit. You will be just as prosperous as Detroit is, no more, no less. "We consider you, the men of Detroit, our greatest asset. "Join the Board of Commerce today, that the Detroit of tomorrow may be greater than the great Detroit of today. "You believe in Detroit? Well, then join your Board of Commerce today. Help this organization, through your voice, through through your views, build greater Detroit in the future." a The advertisement shows a long line of men, representative of all types and occupations, which stretches far back into the distant background of the city's skyline. The insignia of the Board of Commerce is also included. Hair Net Manufacturer Enters Soap Industry The Rieser Company, New New York, maker of Venida hair nets, has begun the manufacture and distribution of Venida Clintonic Twin Soaps. An advertising campaign for this new product is now being conducted. Business paper, theatre programme, car card, newspaper. rotogravure and direct-mail advertising is being used. In addition, circulars are being enclosed in the envelopes containing Venida hair nets, of which six to ten million are sold each month. A campaign which will probably call for the use of a list of newspaper black and white and magazines is now in course of preparation. New Educational Magazine from Philadelphia The first number of the Vocational Education Magazine, dated September, has appeared. It is the official publication of the National Society for Vocational Education and is published at Philadelphia. The size of the page is 1' inches by 634 inches, two columns to page. Walter Slack is advertisir manager. : The wonderful beautifying effects of clay have long been known to beauty specialists. Indeed, many kinds of clay have been used in beauty parlors for years. But only now have the justright elements been found which, when com bined, create a magnetic clay-a clay tha draws the impurities to the surface and lift them away. To enable everyone to try Domino Complexi Clay, we are making a very special introduct offer. If you act at once, a full-size jar of Don Complexion Clay will be sent to you direct f When your jar The page advertisement ágency, each of which has We have mounted fifty Ruthrauff & Ryan inc. Advertising BUT in many Fields Jobbers come in for a lot of dis- UT they have other problems, those fields where there are no job bers, where goods are sold through distributors, or direct to dealers, or to a small market of ulti mate consumers. Each of these distributive systems is covered, concisely and yet fairly completely, in the book PROMOTING SALES.. We'd like to get this book into your hands if you are a responsible executive of an established business. If you are interested in increasing your sales, you'll be glad to get it. Your request, written on your business letterhead, will start the book your way at once. |