ABSTRACT
The advertising agency has climbed from a broker of space into an important business institution. The tasks they are called upon to perform extend far beyond the broad field of distribution into production and financial management. Mr. Benson was careful to give consideration to the matter of salaries drawn by principal owners of agencies. Advertisers, large and small, have in the main the right attitude of mind on this subject of extra compensation for extra services. The advertising agency has climbed from the least respected rung in the commercial ladder to a point where it must be recognized as an essential and worthy part of the existing industrial system. In the next generation the advertising agency must develop into an institution that perfects and keeps open the channels of distribution; that saves human effort by eliminating waste motion, and that supplies vision and perspective to the whole business world.
