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THE MASTER SALESMAN: 118 total pages.

of merchants already on the books where salesmen had previously been unsuccess­ful in interesting this trade." The American Woman in a public announce­ment states: "There appears to be a growing tendency on the part of several prominent publicity advertisers to apply to their advertising certain ideas and methods which have heretofore been used only in mail-order advertising. "They are recognizing the fact that advertising methods which bring in the orders direct from the consumers and build a business of tremendous size must have sufficient merit to warrant them in studying how to apply those methods and ideas to their own particu­lar requirements." In this connection the Wall Street journal sheds PRINT IT AND MAIL IT an interesting side-light on what the mail-order business is really doing in the way of selling through the mails. "How profitable an investment for a long pull may be in a well managed company with an expanding business is exemplified by a purchase of Sears, Roebuck & Co. stock some years ago. An investor who had

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