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this doesn't happen. The folders are read from the middle to back and front, or from front to back or from back to front. A confused idea of everything is all that is gathered. Thoughts and ideas should be arranged consecutively, in logical unfoldment and in consecutive order. The booklet forces this as it has but one logical reading arrangement-from, first page to last."
page folder, business letter-head size, with letter on front page and continuing sales message on the three remaining pages (in print, and in illustrations frequently) has done, on thousands of occasions, light selling about as well as it was possible to do it.
THE Catalogue hardly needs description and it has its own individual and characteristic functions of exhibiting, itemizing and illustrating the goods. Running in sequence it can, of course, be arranged by departments, or sectionalized, or handled in the way most logical for the purpose in hand.
THE Book, like the catalogue, hardly needs ex-planation; it also runs in sequence, and for centuries has been found the best way to present ideas.
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