ABSTRACT
In the early days of automobile advertising there existed a general impression that profits were too high. Good advertising is a matter of experience and experiment. With advertising ventures and advertising men the fatalities are enormous. Mail-order advertising also taught the author that headlines differ immensely in their pulling power. A certain ad with one headline will pull ten times better than the same ad with another headline. Nearly all the stars of advertising have perished before their prime. All advertising brewers were then talking pure beer. They displayed the word “Pure” in big type. Advertising is more costly than it used to be. The competition is many times as severe. But buying the product and paying the price in order that one may try it impresses the recipient. People read ads, like everything else, because the subject is interesting to them.
