ABSTRACT
By a happy event, a few days before the writing of this book could be put off no longer the London Press Exchange Ltd., published for private circulation a little volume wherein is a speech by William Haslam Mills on advertisement writing, the last he ever delivered. And so a few sentences may be printed from it, which may safely be done, for it is certain that no one at the “L.P.E.,” where I spent so many contented years, will disapprove. Thus I may begin not only with the assistance of Mills' beguiling phrases, but with the weight of his great authority, for no greater writer of advertisement copy ever lived than Mills. He came into copywriting from journalism, from the topmost rungs of journalism, from the Manchester Guardian, and the advertisements and the booklets that he wrote are the classics of commercial literature.
