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of the business, on strictly mail order lines.

Here is an instance where the advertiser had to compete with concerns that cover the field with agents, and sell through dealers in every city and almost every town, wl advertise extensively, and sell goods on installments.

They had also to compete with the catalogue mail order houses, who sell phonographs at from $2.00 up, and yet success came to them so quickly along mail order lines as to not only delight them, but amaze both them and their competitors as well.

Like the Kalamazoo Stove Co., they had a good article and advertised it vigorously direct to the consumer, and have won out in ten months.

resulted from this advertising, which will reduce the cost per sale very materially.

These sales were made largely to farmers, and the returns are so satisfactory that this advertiser has largely increased his appropriation and list of ms.

In this case, as in the others named, the advertiser has to compete with the catalogue mail order houses, who list organs at much lower prices than this advertiser sells for.

And so we could name instance after instance where advertisers, who have the business foresight to adopt advertising as the cheapest and best method of selling goods used in farm homes, are making it pay big. The only thing is to start right. Tie up to an agency that can write copy that will produce results, and select mediums that are sure win

Still Another Mail Order Success

ners.

A manufacturer of one of the leading cabinet organs decided to use mail order methods about fourteen months ago, to see what it would accomplish in selling a $57.00 organ. They spent $3,989.98 in six mail order papers, eight agricultural papers, two women's publications and two religious publications, and their sales from this advertising, up to October 27, 1906, amounted to $60,306.00. The average cost per inquiry was 60c and the average cost per sale was $3.77.

Since that date many other sales have

The 10,578,800 mail order families of the United States have been educated to buy goods by mail, and they use nearly everything in the way of luxuries and necessities that can be named. It would not pay to attempt to market everything in this way, but there are

scores of things that can be sold by the mail order method at a fraction of the cost of marketing by the expensive methodboth to the seller and buyer-of selling through the trade.

T

a

Mr. A. W. Palmer Joins the Copy Staff of the Long-Critchfield Corporation HE latest acquisition to the copy this case, the price of the article was staff of the Long-Critchfield Cor $57.00, and the average cost per sale poration is Mr. A. W. Palmer, was $3.77.

who, in the past twelve years, In resigning his former position to has earned a most enviable record for join the copy staff of the Long-Critchplanning advertising campaigns and field Corporation he did so, not alone writing successful copy for many of the to better his position financially, but to largest and best known advertisers. become affiliated with an agency where Mr. Palmer pos

"complete service" sesses the rare

ideas prevail in combination of

every department. ability, which en

Each of the ten ables him to grasp

members of the quickly the strong

copy staff of this advertising fea

agency was chosen tures in a proposi

and is retained on tion, formulate

his ability to prosuccessful sales

duce results. plans, write real,

Whether in a mail result - producing

order campaign, or salesmanship into

so-called "pubfew words, and

[graphic]

MR. A W. PALMER

licity campaign," also "dress" his

the prime object in campaigns in the

view is a marked most artistic, at

increase in sales tractive, and yet

commensurate practical manner.

with the outlay for That his copy

advertising. "stands out" is

The fact that evidenced by a few

this agency has an examples of some

established record of his recent work,

of holding a larger reproduced in re

percentage of its duced form on the

clients—year after following two

year pages; that it brings results is proved other agency, is due to the thorough orby the fact that Mr. Palmer has had no ganization, with every member of its advertising failure charged against him directory and staff a seasoned and exin the past five years.

perienced advertising man, who underOf the copy reproduced, one general stands salesmanship in all its phases. advertising campaign increased sales 500 That the Long-Critchfield Corporation per cent in the first year. In another handles more accounts, where direct recampaign-purely mail order business sults can be traced, than any other his copy sold over $60,000 worth of agency in the world, is the best comgoods the first year, on a total advertis mentary on the ability of its copy staff, ing expenditure of less than $4,000. In and every department of its business.

than any

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SELECTIONS FROM NEWSPAPER CAMPAIGNS. Prepared by A. W. Palmer.

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SELECTIONS FROM MAGAZINE AND MAIL ORDER CAMPAIGNS. Prepared by A. W. Palmer.

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Few men have been pulled into a hole while helping others out.

* * * The less you need air, the more it comes through the cracks.

All climates are alike to the man who is satisfied with the one he has.

* * * People who drink frequently to the health of others do not drink to their own.

The man who works his way to the top manages to get a better hold than the fellow who is shoved up.

* * * There is not much difference between the rich and the poor, but it is mighty hard to get hold of the difference.

* * * While it is true that one-half of the world doesn't know how the other half lives, they are busy trying to find out.

* * * Men are not always paid for what they know; sometimes they are paid for what they can make people believe they know.

Do not pass judgment upon an advertisement until you have heard about the replies.

All things come to him who waits; A man should be able to make enough therefore while waiting he should be money doing the work he loves to do, whittling out a good club to knock it to hire a man to do the work he hates down with when it gets there.

to do.

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