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Show EBIiMI! for eoooieii Experiments on Wholesale Catalogues Prove Value of j Cuts for All Purposes 'In a catalogue, either wholesale or retail, t lie engraving is the thing," says G. A. Nichols in the December Printers' Ink monthly. "Enlarge or improve tho plate and the sales will increase in direct proportion. This principle works out with a certaint) that s almost uncanny. Experiments made on a wholesale catalogue that is rpprintcd twelve times a year ! showed conclusively that the sales in any particular item might be Increased In-creased almost at will through en-', en-', larging or improving the Illustration. "One catalogue house showed thir-i thir-i ty-six numbers of a certain item on a (-single page this year. -The resulting : sales were double those of last year, 1 when twenty-six larger cuts of the j same item were run in the same j space, with same quality of cuts. An-i An-i other house used fourteen cuts of col. i lars on a page that formerly carried seven cuts. The fourteen cuts wore six times larger than those ordinarily used, and of better quality. The re-t re-t suiting sales surpassed thoso of the j former page by 25 per cent. One j more number added to pages that carried two cuts increased the sales of a certain line 30 per cent." .Mr. Nichols' article is extremely in-; in-; foresting, lie tells of a mail order house that reduced the size of cuts, illustrating a line of notions, and in li ; creased the quality. He says: "Th9 : j new presentation brought in about 53 j per cent more business than the old ' i one. This seems to prove conclusive- I I ly that the quality of cuts has really Kt more to do with the sales than hu ' the element of mere size." I i t oo , j I And about three days after you have ' I made New Year'3 resolutions you will i I begin to realize how some senators k felt about reservations. ;. T We are reliably informed that Gen- eral Wood's chief plank will be The? Kept Me Out of the War. It lakes a lot more to induce a man $ to leave the presidential chair than It '. f does to induce him to run for it. ' ! 1 1 Did you ever hear of the Devils ; l 1 Workshop? That's where strikers ; J work when they are not working. ' J |