ABSTRACT
As a matter of fact, the only thing which connects the advertiser with his public is the character of his copy. Everything else is simply a vehicle by which the copy can reach the man to whom the advertiser addresses himself, and, therefore, while copy is but one thing out of many, copy can exist and can work with little or no attention to the rest of the matter, but the rest of it cannot exist and cannot work unless attention is paid to copy. That is the way that business progresses, not perhaps by spending more upon the individual efforts, but by gaining so much more out of the individual effort that the total expenditure of effort and of time and money for a given return is less. Knowledge of the subject should be absolutely a sine qua non in advertising.
