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THE MASTER SALESMAN: 118 total pages.

big space not only runs into big money but runs into a continuous expend­iture of big money. A page advertise­ment, inserted once, for instance, in the publication men­tioned, costs $7000. That publication is a weekly, therefore a page advertise­ment for a year would cost $364,-000; its rate per line, per issue, is $I2,* therefore each line in an advertise­ment would cost, per annum, $624. In reviewing such * January, 1921, Rate Card is quoted from. PRINTED SALESMANSHIP costs one can readily understand how they become a steadying factor in the purchase of space. Most of us become careful over the wording of telegrams, and when a line of six words costs $12 ($2 per word, per issue), most men grow very careful indeed; it is needless to say that the same care is exercised in lesser degree in all other publications whose space runs rapidly into money. Cost always acts as a brake on expenditures and, in advertising, the natural tendency has been to reduce space used. [5] [6] PRINTED SALESMANSHIP He who gains time gains everything. -Earl

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