Advertising should not be visionary, it should not be attended to as a mere pastime.
Success means thought, the day of chance successes is nearly over.
It costs no more to publish good matter than it does poor.
The preparation of an advertisement is as important as the publishing.
An advertiser needs an agent, as a client does a lawyer.
The agent, however, asks no retainer and saves his customer money.
A merchant cannot study advertising all the time—a good agent studies nothing else.
The customer’s interests are the agent’s. If the agent is to succeed, the business done must be successful.
The undersigned want business, but not badly enough to handle what is “questionable.“
They are honest and capable, their customers say, and they give close personal attention to their business.