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Show i CIRCULARS LOSE OUT Thomas W. Howard, cost-accounting expert of the National Na-tional Chamber of Commerce, in a recent article in Nation's Business, quotes James Newton, president of the Postal Company of America, as saying that the mailing of advertising adver-tising circulars dropped off 943,000,000 pieces during the last year, or 20 per cent. The outstanding thought to be derived from this authentic statement is that business men are finding the N v njgh cost of direct-by-mail advertising to be prohibitive, especially of the cheaper, circular form. There is no doubt but that some fcJrms of direct-by-mail advertising are pro- V ductive of results proportionate to cost but there is also no doubt that there is a horrible waste in this class of advertising. advertis-ing. The average man recognizes an advertising letter immediately im-mediately and files it forthwith in the most popular of filing cabinets the waste paper basket. When an advertisement is skillfully disguised as a personal or bona fide business letter the recipient often resents the method even more so. |