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COMMON SENSE ADVERTISERS

Brother Graduates and Students

Of

Advertising Schools and Colleges.

REMEMBER:

That ability to write advertisements is not
all there is in the advertising business. It
is quite as important to judge accurately of
the value of mediums.

Many a man fails by neglecting to
appreciate the value of a coming and growing
publication.

Have you noticed the wonderful record

Broadway Magazine

has made? If not you should get a copy at once.

Henry Drisler, Advertising Mgr.

100.000 BOXES

OF HANDSOME LINEN FINISH, EMBOSSED INITIAL

STATIONERY

FREE!

Have a box sent post-paid to your address absolutely FREE. This is a bona fide offer made by responsible people, whose best reference is Uncle Sam, who allows no dishonest persons the use of the mails.

WHY WE MAKE THIS OFFER We are publishers of

LOST PEUPLE OF THE WORLD "That unique magazine devoted to locating missing people." We want it in every home, and in order to induce you to subscribe, we offer to make you a present of one box handsome envelopes and paper, with your initial embossed on it, packed in a neat box, post-paid to your door.

ABSOLUTELY WITHOUT COST TO YOU REMEMBER, Your initial letter embossed (not printed) in beautiful raised Old English letter on this linen stock.

This stationery with your initial embossed thereon could not be purchased in your city for 50c without the subscription to our beautiful magazine.

Don't forget to give initial you want, and enclose 50 cents for a year's subscription to our beautiful magazine and get a beautiful box of this stationery FREE by return mail.

Address Dept. 38

LIGHTFOOT PUBLISHING CO.

BOX 891, DENVER, COLO.

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When writing to advertisers please mention Common-Sense.

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Set consists of 7 1-2 inch Water Bottle, capacity one qt., six half-pint star cut Tumblers, and highly reflecting beveled Belgium glass 14-inch Mirror Plateau, with silver plated mountings.

HIS GENUINE RICH CUT GLASS WATER SET is unsurpassed for its distinctive character. Its clear crystal color adds a lustrous effect to the dining table or sideboard, and gives the home that touch of refinement so greatly appreciated by neighbors and friends. Buying cut glass is a judicious investment. Such an opportunity as this is unusual. The retailers' and jobbers' profits have been eliminated-you buy at factory prices.

An appropriate gift is this handsome WATER SET which is unique, brilliant and sparkling. Brides are especially pleased when they are presented with a set of this RICH CUT GLASS and it makes a suitable gift all the year through.

Send $1.00 for one year's subscription to COMMON-SENSE, afterwards you may pay $1.00 a month for ten months, which completes the payments on both water set and magazine. Remember the publishers of COMMON-SENSE stand back of this offer. Think of it, can you find a merchant in your city who will sell anything like this set for the money in small monthly payments and give you plenty of time to pay for it?

Naturally you wonder how we can afford to make you such an unheard of offer. We are doing it in order to introduce COMMON-SENSE to a wider circle of readers. COMMON-SENSE has a mission to help you attain your ambition, to suggest ways of increasing your earning capacity and to make your life a greater success. Write at once as the allotment is small, first come first served.

COMMON-SENSE

FUBLISHING CO.

90 Wabash Ave., CHICAGO, ILL.

When writing to advertisers please mention Common-Sense

COMMON SENSE

PUBLISHED ON THE 5TH OF EACH MONTH AT 88 WABASH AVE., CHICAGO
Copyrighted 1907, by Common-Sense Publishing Co.. (Not Inc.)

VOLUME VII NO 11

NOVEMBER 1907

Subscription price $1.00 per year in advance. Foreign subscription $1.50 Canadian subscription $1.25

"The way to be a thinker is to get in touch with thinkers. All the world's prizes are captured by those who have seasoned their energy with the spice of originality-and originality means the habit of clear and fresh thinking. Originality can be developed-and is developed by contact with original minds. Even the best of us

have a tendency to fall into mental ruts, to go plodding on year after
year, in the same track, to do things without knowing precisely
why. The way to keep alive, the way to be original, the way to
be a success is to talk with brainy people and to read books
that make you think."

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A Glimpse Into The Publicity Department of A

Sixty Million Dollar Firm

Revealing an Advertising Contest of Unusual Interest

Interesting to all are the movements in an advertising department of a prosperous firm because they show the modus-operandi of the talented men at the helm and provide valuable material for observation study. If the "prosperous firm" happens to be one with a capital of sixty million dollars or over then the advertising maneuvers promise to be of double interest.

gestions which they could put into practical use from this source. They believed in quality rather than quantity in choosing their field; and that the calculations of the brainy men at the head of this gigantic concern did not go amiss, need hardly be stated, for the soundness of their reasoning is evident. They were loud in their praises of the material received the very first month the contest was open and later. As contribution after contribution rolled into their contest department, they expressed their gratification with the work received again and again.

From the standpoint of education the details of this contest and the personalities of the prizewinners prove some very interesting facts which are all the more noteworthy because there is still a certain proportion of people who doggedly refuse to recognize them, in spite of the evidence. which is forthcoming from every direction. One of these facts is, that a previous knowledge of the business a trained advertiser undertakes to promote, is not essential to his success. This does not mean that an acquaintance with the details of the business is not a good thing, but that it is not a necessity to good work and not nearly as important as a special training in the principles of good publicity.

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J. Herbert Rogers, Jr.

It was in the month of May when Arbuckle Brothers of New York, the largest coffee importers in the world, handling in fact 70 per cent of all coffee grown, felt their need of advertising. plans and suggestions. They instituted an advertising contest which was confined exclusively to the graduates and students of the Page-Davis Advertising School of Chicago, offering prizes aggregating $950 for advertising ideas. The fact that Arbuckle Brothers did not send this offer broadcast, throughout the country, as many houses conducting contests have done, readily shows that in this instance at least the members of the company were not floating a contest for the sake of any general publicity they might obtain from it, but were actually in need of new advertising ideas which would preclude any chance of their getting into a rut. After deciding on the contest they chose for their field, not the students of an obscure school, nor the disinterested public at large, but a comparatively small body of people especially trained in a school with a reputation for producing expert advertising men, knowing that they would get plans and sug

Mrs. J. Abbie Clark Hogan

Some of the biggest and most successful campaigns ever conducted were piloted by men who have never entered the doors of the manufacturing plant of their house, who in fact came into the advertising departments from entirely dif

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