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The time is fast coming when men who spend money are going to
know what they get. Good business and efficiency will be applied to advertising. Men and methods will be measured by the known
returns, and only competent men can survive.
Only one hour ago an old advertising man said to the writer, "The
day for our type is done. Bunk has lost its power. Sophistry is being displaced by actuality. And I tremble at the trend."
So do hundreds tremble. Enormous advertising is being done
along scientific lines. Its success is common knowledge. Advertisers along other lines will not much longer be content.
We who can meet the test welcome these changed conditions.
Advertisers will multiply when they see that advertising can be safe
and sure. Small expenditures made on a guess will grow to big ones on a certainty. Our line of business will be finer, cleaner, when the gamble is removed. And we shall be prouder of it when we are
judged on merit.
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