Remember This

No doubt lots of money is squandered every year in catalogue advertising. Frequently a firm believes it good pollcy to restrict lts newspaper and trade Journal advertising, and spend thls approprlation in complllng an elabórate y ■ . . ■: . '■ ue may be a ; .■■, bui it wi! more valu: e hovise it if, by continucd advertising in suitable tráde papers and others, a demand for it is created. It is better to have one inquiry requesting the catalogue from some one really interested than to send copies to two people who have expressed no desire for it. The clever trick is to interest people to the point of making them come to you, or write you for the goods you have for sale. Advertising is valuable if it succeeds in puiling replies from the people who want your catalogue hecause they want your goods.-