CO-OPERATIVE ADVERTISEMENTS.
In view of the restriction of the paper supply it has been suggested that advertisers should unite in cultivating the available space on a co-operative intensive system.
For example, the various proprietors of three popular brands of cigarettes, instead of having a page advertisement each, might combine in one single page, like this:—
THREE OF THE BEST.
You cannot consider yourself a connoisseur of
cigarettes unless you are able to distinguish at
one and the same time the individually exquisite
flavours of
"THE BRASS HAT"
"THE OFFENSIVE."
"THE GAS ATTACK."
THERE IS NO OTHER PERFECT BLEND.
These cigarettes are smoked in our patent
"Trident" cigarette-holders.
Of all Tobacconists.
You see? Not only does each manufacturer still obtain the same sale for his cigarettes, but he actually gains a third share in the profits of a new accessory—the triple cigarette-holder.
Of course ingenuity of this sort is not required when the advertisers are not in any sense rivals. All that is then necessary is what we may call the economic common factor of appeal. For instance:—