UR friends, our contemporaries, in the dissemination of knowledge as to the sayings and doings of the advertising and merchandising fraternity, are publishing so many articles of interest and importance that it has occurred to us to extend and increase their opportunities of being seen and heard by devoting a department in our own Advertising Magazine solely to other fellows' thunder.

Each exchange is to be carefully scanned, and many things which are found to be beneficial will be reproduced and entire credit given to the publication from which the item has been taken. Thus will our own magazine be bettered and thus will the field be broadened for our friends.

From PRINTERS' INK:

How Shall Catalogs Be Classified in Mailing "An analysis of the situation, based on a study of the correspondence on the subject which has poured into Washington, would seem to indicate that the individual manufacturer or publisher bases his conception of what will best serve his particular interest, on one or more of the following considerations: (a) the size of his catalog; (b) whether catalogs are mailed to individual addresses or sent in bulk for distribution; (c) whether the average mailing proposition calls for a long or short haul, i. e. whether most of his catalogs are mailed to points within, say 300 or 600 miles, or whether the majority must be transported a greater average distance; (d) location of the mailing point, whether at a city in the interior, where the advertiser gets "full value" of the zones in every direction, or at a point on the seaboard where the extent of the postal zones is in effect curtailed by extending the imaginary circles that constitute boundaries over the ocean, gulf or Great Lakes.

To arrive at a solution that would prove equitable for all the interests concerned may appear difficult, but Third Assistant Post-master General Britt had confidence that this can be done. In a statement to a correspondent of Printers' Ink on March 3rd, he said in substance: 'While the department's recommendation to Congress is merely for the consolidation of the third and fourth classes of mail, a means must be found to afford fair treatment to both the little catalog man, who now wants the third class rate retained, and the big catalog man who desires the fourth-class rate. My own idea is to adopt an ounce as well as a pound rate for catalogs in the parcel post, thereby filling the gap that now exists between the fourounce limit, and under which existing arrangement every parcel of any weight from five ounces up to

a pound must be construed as a pound, no matter whether it is actually a pound or not.

"I fear that some of the manufacturers who have criticised the policy of the department in the catalog matter up to date, have overlooked the fact that under the law, when two classifications are involved, the department must adopt the classification that calls for the higher rate. There is a statute making it a punishable offense to mail matter chargeable at a higher rate with matter prepaid at a lower rate.'

"As the matter stands today, catalogs are admitted to the parcel post only when 20 per cent or more than 20 per cent of the space of the catalog is occupied by samples and when, in consequence, the department can construe the catalog as a sample book."

Trade Mark Bureau

"Is the time coming when manufacturers in each and every important line will have their own trade-mark bureau?

"A move which seems to presage something of this kind is the latest development in the trademark field and it would seem to indicate a trend that is alike interesting and significant.

Needless to say there is no thought to have such private bureaus in any sense supplant the Division of Trade-Marks in the U. S. Patent Office, where trade-marks are accorded Governmental registration; nor the state trademark bureaus maintained in some of our commonwealths; nor yet the trade-mark institutions of the various foreign governments. Rather will such a private co-operative bureau supplement the state and Governmental trade-mark institutions. The manufacturer with recourse to a dependable trade-mark bureau, supported jointly with the other manufacturers in his field, should, when the plan is in full operation, have to bother his head but little regarding the official trademark institutions either in this country or abroad. The private bureau, if the scheme works out, can, in nine cases out of ten act as an intermediary between the individual manufacturer and the machinery of official trade-mark registration at home

or over seas.

"Most obvious, in theory, of all the benefits to be conferred by a manufacturer's trade-mark bureau is that it will place at the disposal of every client at all times a complete and absolutely dependable list of all the trade-marks in use or which ever have been in use in his trade field.

"In order to render service the manufacturers' trade-mark bureau must have an absolutely complete and correct list of all marks in its field. Presumably every manufacturer who is a subscriber to such a bureau will gladly supply all data relative to his existing or prospective trademarks, but it will not be sufficient to rely upon such sources of information, nor yet upon the records of the United States Patent Office."

"Poise is not merely self-assurance. This assertion does not define-it warns. $ * In the selling of anything one or two transmitted human qualities are worth more than all the ready-totake prescriptions in the commercial medicine-book. "One of them is poise.

* The word 'practical' is one that has been not only abused, but, figuratively speaking, mutilated. It has been snatched out of its most honorable and proper abode, and put into the factory of 'do-it-quick.' It has sometimes come to mean merely the art of dollar-breeding. But if it

is to be successfully adapted it must be supported by some principles that are as eternal as matter.

"The thing that's called 'enthusiasm' is wonderful when it is harnessed and curbed. Unchecked it is a brother to fussiness and a cousin to frenzy.

* *It pays to keep in mind one little thing that hasn't been improved on for centuries, and never will be. When you want to be able to do a thing well, you have got to have balance. That is, your brain must be set up well. You must be able to get facts-the essentials, not sophistries. You must see these facts in the proper perspective. You must be able to impress them.

"When you close that next hard contract, don't congratulate yourself so much on your 'smartness.' Perhaps it wasn't that at all. Perhaps it was because the little old fellow who placed the order saw in your work and in your presentation that indefinable something that has many ingredients, among them knowledge, modesty, even temper, reserve, clearness of detail, decision at the proper time, an atmosphere of absolute self-control and a reason. And don't forget that all of these must have grown out of the way you have lived and thought and perceived.

*

The Magazine By Leroy Fairman

*

"The magazine stands in a class by itself by reason of the atmosphere which it carries with it. "Its nearest neighbor in the advertising field, the newspaper, is necessarily printed in great haste, and suffers in consequence. It is an article of immediate utility, and having served its purpose for the day, it disappears. For this reason the separate issue of a newspaper lacks in itself the element of permanence, although, as an institution, it is as permanent as the magazine; also, the method of its making and the price at which it is sold preclude the careful thought, fine materials, and painstaking effort which result in an artistically satisfactory product.

"A well made magazine is a satisfaction to the eye and a source of permanent pleasure to all who appreciate beauty in the printed page.

The magazine has the advantage of being able to print highly artistic and appealing

pictures of goods, and the method of their use. The best results from line drawings, from photographs and wash drawings, and from color work, are only possible in magazine advertising.

"For this reason the magazine advertiser is enabled either to show the public his goods as they really are, or to create an impression of distinctive, dignified beauty in form, structure and material, and a certain indefinable high class, which other general advertising mediums are not capable of producing.

* Distinction is a powerful element in the permanent popularization of any commodity. This atmosphere of distinction, of exclusiveness, of elegance, and of class superiority is one which is found in its highest development in our American magazines, and it is a quality which the permanent advertiser cannot profitably disregard."

From THE FOURTH ESTATE:
Religious Advertising

By George W. Coleman

"There is a real opportunity in all the cities of the country for a splendid development of religious advertising based on this plan-honesty, truth and the square deal- It only awaits the right kind of men to make it a success. The man who can see only the commercial side of it will not be apt to go very far with the idea, and still less successful will he be who is touched only by the religious side of it. Someone with a fair knowledge of advertising, and a thorough knowledge of church life could make things hum, not only in his own city, but in other places as well. Who are to be the pioneers in this new field of advertising? It is a far more promising opportunity than was the 'Classified' field which burst upon our view only a few years ago."

"The failure of a trial advertisement has set more business men against advertising than any other factor in publicity. This is a pity when the indefiniteness of a trial advertisement is considered. A trial advertisement represents low-water mark-absolute bottom. It is not decisive. It has no more value as evidence than a first meeting with an individual who afterwards becomes your friend.

"Of course you can't determine what the harvest will be the next day after you sow the seed. But sowing is not a gamble at that. If you have good seed, and plant enough of it in good soil, and cultivate it when it begins to come up, you are bound to get good results."

From THE ADCRAFTER:

"The advertising man is the seer, the prophet of business. He must sense the changing condition of affairs, politically, industrially, socially and in every other way, and upon his more or less accurate diagnosis of the situation the plans for the season or the year are formulated. This calls for a high type of intelligence, keenly sensitive to every influence, favorable or ill, that has a bearing on sales plans and future business.

"The advertising man, therefore, must needs be more than an ordinary man, if he fulfills his large estate. He must be intimately familiar with current events, he should be a superior business man, should have the rare faculty to accurately gauge