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THE MASTER SALESMAN: 118 total pages.

"Short "; they have chanted his pagan litany with the priests of Boast and Puffery and Assertion; they have wrapped themselves in Generalities and proclaimed them master of their advertising des­tinies. The spirit of advertising is selling; the size of the sale or the volume of sales governs, as a rule, the size of the space and the volume of words within the space just as the size of the steamship governs the strength and thickness of the cable; length, freed from verbosity, frequently means strength. We plan small things in a small way and large things in a big way. Advertising is no exception. The message is the structure upon which buyer and seller meet; when planned to bear the weight of expenditures, it must be con­structed on an adequately massive scale, other-wise it will collapse, or be uncertain and unsafe. This is physical law and it is also psychical law. [131 THE GENERAL SERVICE DEPARTMENT AMERICAN WRITING PAPER COMPANY JOSEPH A. BORDEN, DIRECTOR 10 SOUTH LA SALLE STREET, CHICAGO, ILL. PUBLISHERS The Booklet KING OF SALES MEDIA

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