chapter  V
The Business of Advertising by Circular
Pages 6

It has already been stated that advertising by circular is the most specialised form of advertisement. There is no element of chance. The advertiser or his agent chooses every individ ual he in tends to circularize. There is no initiative on the part of those advertised. The more limited the class of consumer, the greater the need of this medium of advertisement. It is lacking, however, in that reiterative value which is so essential to affect the memory of the possible purchaser. Of course, the circular can be repeated, but this tends to irritation. It is said that at least six similar circulars are necessary to affect the memory of the average man. In fact, the lack of initiative on the part of the public is a serious drawback to this method of advertisement. The halfpenny stamp is first noticed, and once it has been ascertained that the document is a circular, it is often consigned forthwith to the wastepaper basket. It is probable that the number of circulars is so large that few trouble to read them. As a result, to quote Dr. Johnson again, "Whatever is common is despised. Advertisements are now so numerous that they are very negligently perused, and it is therefore very necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic." Some forty-eight million circulars are said to be posted annually through St. Martin's-le-Grand.