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Excerpt from Impressions, Vol. 2: A Journal of Business Making Ideas; October, 1903 The sending out of advertising literature costs more or less anyway, in fact we may say that it is an operation that demands quite a considerable expenditure. It costs enough to make it imper ative that the advertiser uses literature that is good enough to bring returns on the investment. If the business man who hesitates would figure down the extra cost per person reached, necessary for a thoroughly good job, he would be surprised at, the exceedingly small difference - unless this difference per person reached was pointed out to him he would scarcely know that there was any. And it is this difference in the cost of reaching each possible customer, rather than the difference in the total cost of a lot of advertising literature, that makes the advertising profitable 0r valueless. Ask a man if he is willing to spend one cent more than he has been doing in order to increase his chances of securing a substantial order from a possible customer and he will do it without hesitation. Ask the same man to spend $100 more on an order for booklets or catalogues, and he throws up his hands in horror. He don't appreciate that that extra hundred dollars willbuy just so much more advertising value, and that it pays for just so much more experience, ability, good judgment and careful attention to details at the printer's. Good printing pays and poor printing does not, and it is because so many otherwise level headed business men fail to realize this fact that so many thousands of dollars are wasted on poor printing. I believe the time is coming, however, when this difference will be realized, and the man who buys printing will appreciate that because one printer makes an estimate on his job that is ten per cent. Higher than some other printer, it does not necessarily mean that the first printer is going to make ten per cent. More profit than the second; and the quicker this fact is realized the quicker many a firm will stop considering their printing bills as an expense, pure and simple, and elevate them to the position of an investment, and a profitable one at that. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.