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THE MASTER SALESMAN: 118 total pages.

for this success, but it is inconceivable that this distribution could have been secured with any degree of efficiency without its aid." And again: "I have listed some of the ways we have used mail advertising during the past seven or eight years. I think you will agree with me that all of them have some bearing on lowering distribution cost. "(1) Sales follow-up mailings to prospective dealers. "We have been quite successful in this kind of adver­tising effort. About seventy-five per cent of our new accounts opened in 1911 were opened by mail. As our sales organization has developed, the percentage of accounts opened by mail has naturally been reduced, but it is still an important factor. Thirty per cent of our new accounts opened in 1916 were opened without the help of salesmen, and in most cases where the accounts were opened by the salesmen they were assisted by mail campaigns." Says Mr. George L. Lewis, advertising manager of A. Stein & Co., Chicago (manufacturers of garters): "It was November, 1916, as I recall it. An establish­ment

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