be maintained? A consideration of these questions will necessarily involve a brief discussion of the nature of advertising and whether it can be reduced to a science and treated as a branch of higher commercial education.

The discovery of the art of printing from movable types by Gutenberg in 1438; the invention of the cylinder press and the application of steam thereto four centuries later by Hoe; the utilization by Morse of electricity for conveying news; the establishment of freedom of speech and the press and the reduction in the price of paper by the discovery of wood pulp, all combined to make the modern press a possibility and to make advertising one of the greatest engines of commerce. Not until the time of the Civil War did the press mean a newspaper in the sense of carrying the news of the day, and when it became a medium of daily news, then advertising was born in the modern understanding of the word.

Advertising matter is merely news about things for sale, for the purpose of giving publicity to the qualities of an article offered. Advertising, therefore, in its true sense, is a branch of salesmanship. A salesman is one who is able to impress a customer with the qualities of the goods he has for sale. Advertising does not consist merely of so

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much paper and printer's ink, but of the trained mind which is able to put into attractive and convincing form the news about articles to be marketed. Advertising is the power by which the salesman creates a demand in the minds of the public for articles offered for sale.

Advertising, when properly analyzed, is not a simple but a complex business proposition.

Advertising must be considered from five points of view: industrial, legal, ethical, commercial and economical.

From the industrial point of view the goods must be of such uniform quality that when a person has been induced by an advertisement to purchase, he will continue purchasing with the expectation of getting the same article. This deals with production.

In the next place, the goods should be given a trade name and always dressed up in the same manner so as to catch the eye, impress the memory and recall the quality of the goods to the consumer. In other words, a good valid, legal trademark for the goods and a novel package should be selected. This is legal. Much ignorance exists on this subject and every thoughtful producer, salesman and advertiser should have a good general knowledge of the law of trade-marks and trade names and fair

and unfair competition in trade. The selection for an article of a name and package incapable of exclusive appropriation, have caused the waste of thousands of dollars in advertising and expensive and unsuccessful litigation.

An advertisement must truthfully state the quality of the goods so that a purchaser will feel inclined to buy the goods again because they are up to the sample as furnished by the first purchase. This is the ethics of advertising.

The advertisement should convey general news as to where the article may be obtained, how it can be used and some indication of its cost as compared with other articles. This is commercial.

The cost of advertising should bear some proportion to the returns from sales. While it may cost a large sum to sell the first article, the average cost of advertising each article sold should be small. This is the economical question involved.

Advertising can also be considered from the standpoint of the manufacturer, retailer and the mail order man. Each is a class by itself.

The manufacturer advertises either to directly or indirectly sell his goods. If the manufacturer desires merely to market his goods to a wholesaler, jobber or retailer, he probably reaches them merely through a trade journal. The manufacturer, how

ever, may desire to create a demand for his goods by the consumer from the retailer indirectly or directly from himself without a middleman, in which cases his advertisement is of an entirely different character and of the highest order. All the five aspects of advertising must, in such case, be carefully considered. Good goods, with a well chosen name, packages put up in attractive form, and truthful statements are the most important elements. In this character of advertising his purpose may be twofold. One, to compete with other articles of like character, and the other to create an entirely new demand from those who have not heretofore been consumers. This character of advertising may well be illustrated by such a well known remedy as Listerine, by such a well known soap as Ivory, and by such a well known article as Elastic bookcases and other office fixtures. The illustrations might be multiplied indefinitely.

The retailer's problem of advertising is very different from the general advertising of the manufacturer. His object is to convey to the public an immense amount of information as to the virtues of numerous articles and convince the public that they will obtain full money's worth. The retailers are likewise classified into many kinds, the most important being the department store. Many forms

of advertising are used, the most popular being the personal confidential style so long and so successfully used by John Wanamaker.

Mail order advertising partakes largely of the character of that of the retailer. A tremendous field is open for enterprising citizens of Cincinnati to build up a great mail order business. The City of Chicago maintains three establishments catering to millions of people. Cincinnati is in the center of one of the most fertile and prosperous regions in the world and her merchants could sell millions of dollars of goods annually to millions of people if merely brought to their attention.

Advertising is either competitive or constructive. Competitive advertising is that kind in which one tries to outsell another in the same articles. Constructive advertising is of the highest importance not only to the advertiser but to the community. There are many useful things produced whose virtues and qualities are known to but a small percentage of the people. This class of advertising seeks truly to convey news to the public as to these articles and creates a demand-construct a businesswhile not competing directly with articles of the same kind. This is easily illustrated locally by taking the fuel consumed in Cincinnati and the use of gas for cooking purposes. It does not even