Street cars are used as extensively as in the United States, and are worthy of serious consideration in conducting an elaborate advertising campaign. Not only are the inside spaces in the car for sale, but in many cities the spaces outside both above and below the windows and the front and rear dashboards are effectively used.

Electric signs are as yet comparatively unknown. Some of the larger cities such as Rio de Janeiro and Buenos Aires have a few but they are the exception to the general rule. The streets are usually so narrow that good locations for display purposes are difficult to find. This condition will be overcome in time, in many of the metropolitan towns, with the advent of municipal improvements, the broadening of streets and the laying out of modern avenues. Another element which militates against the universal use of the “flash” sign is the fact that they are apt to get out of order and mechanics experienced enough to repair and keep them in operative condition are not numerous in these localities. It therefore follows that for some years to come, the fixed electric sign would be the more ideal for this section of the world.

I doubt if any business house in any part of Latin America is really familiar with the value of the follow-up letter system such as we use so satisfactorily in the United States. I am certain that its introduction and regular use will be found profitable in developing any line of trade, especially when intended for those who in the course of a year receive comparatively little correspondence.

With regard to advertising rates the Latin American publisher is becoming more consistent of late. Time was when he asked $600.00 a year and took $60.00. To-day he keeps closer to an established price, although diplomacy and politeness can accomplish much toward a generous reduction on his first quotation. Local dealers always are given a far better rate than foreigners and before doing business with a paper it is highly advisable to find out by some means the price paid by the larger business houses of the place. This will serve you as a guide in determining what to pay for your space. It is always customary to run little “readers” in the columns especially if you have contracted for much advertising, and as these cost nothing, it is well to provide appropriate manuscript for them and insist upon its being used.

Local copy in many sections of Latin America is far from our idea of what it should be and may appear a bit startling to our notions of propriety. In Peru, there is a mineral water known as “Jesus Water,” the labels on the bottle, the colored posters and other advertising showing Christ at the spring.

A cognac company uses cuts, posters and large signs depicting the Saviour in the act of pouring out a glass of brandy and saying to Lazarus, lying in a coffin at his feet, “Lazarus, arise and take a glass of Cognac Bisquit.” I have seen this announcement in colors on the back page of the leading illustrated weekly.

“You Furnish the Corpse and Do the Mourning—We Do the Rest,” is the ingenious slogan announcing the advertisement of an undertaking firm. Let me add that such advertisements are not considered sacrilegious or brutal, but simply show how primitive conditions are in these fields.

Doctors advertise patients and patients advertise doctors in these favored lands of the sun. This is considered perfectly ethical and adds to rather than detracts from the reputation of both parties. I recall a picture in halftones in the leading weekly of South America showing the photographs of a physician and his patient, a well known lady of the city. Grouped between the two were reproductions of forty-eight stones alleged to have been removed from the sufferer. Pictures of amputations are shown in detail, with lifelike illustrations of the surgeon. Executions are also minutely depicted. I mention these facts in order that a more complete insight may be gained as to the advertising disposition and temperament of the public.

Chilean Infantry
“To see some of these troops march past with their peculiar knapsack, their goose-step and the pickelhaub helmet, makes one feel that one is in Germany.”
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