Safe Advertising

__________

Let the Thousands Decide

What the Millions will Want

ISSUED BY

LORD & THOMAS

Newspaper, Magazine and Outdoor Advertising

NEW YORK CHICAGO

Second National Bank Building Trude Building
Fifth Avenue and 28th Street 67 Wabash Avenue

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 2 --

Advertisement
__________

Our two offices, in New York and

Chicago, are equally equipped and
equally efficient. Each has all the
departments of either. In addition,
these two offices are connected by two
private telegraph wires, so that all men
in both offices work together as though
they were under one roof. In these
two offices we employ more than 200
people, each skilled in some department
of advertising.

LORD & THOMAS

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 3 --

INDEX

____________

PAGE

Safe Advertising - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 4

The Possible and the Impossible - - - - - - - - - - - - - - - - - 8

The Law of Average - - - - - - - - - - - - - - - - - - - - - - - - - - - 13

We Pay One Ad-Writer $1,000.00 per week - - - - - - - - - - 18

Our Advisory Boards - - - - - - - - - - - - - - - - - - - - - - - - - - 23

How We Afford This Expense - - - - - - - - - - - - - - - - - - - - 27

The Record of Results - - - - - - - - - - - - - - - - - - - - - - - - - 31

Our Buying Department - - - - - - - - - - - - - - - - - - - - - - - - 34

Our Department of Advertising Managers - - - - - - - - - - - 38

This is What We Propose to New Advertisers - - - - - - - - - 41

This is What We Propose to Old Advertisers - - - - - - - - - 45

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 4 --

Safe Advertising
__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 5 --

Safe Advertising
________________________________________________
________________________________________________

W
E stand for safe advertising.

Any other kind is unnecessary. The day when

advertising was mere speculation is over for the man who
knows.

A newspaper campaign can be proved out in six towns

just as well as in six hundred.

A magazine campaign can be proved in six mediums just

as well as in sixty.

Before one spends any considerable money, he can

know to a certainty what the results will be.

* * *

The purpose of this book is to advocate safety.

It applies to old advertisers as well as to new.

This is rather a new argument for an advertising

agency. Apparently it is opposed to our interests.

Our revenue is a commission, paid us largely or

wholly by publishers, on the amount that you spend.

Yet we advise that you limit expenditures until you

know you are right.

We offer to spend, perhaps, ten times our commission

in working out trial campaigns.

But that which is right will prevail.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 6 --

Advertisers will eventually adopt this policy,

whether agents like it or not.

For our part, we are glad to invite it. Our equipment

is such that we willingly abide by results.

* * *

So we desire to tell the new advertiser how to proceed

at a minimum risk.

How to measure his possibilities, with absolute accuracy,

before he expands.

How to learn where a road leads whether to fortune

or failure during the first few steps.

We desire to tell the old advertiser how to extend

his field.

How to attain his full possibilities, without risking

what he has gained. How to get more for his money.

How to do all this without risk or commitment;

without disturbing his status or disrupting his present
relations.

* * *

This book is also for those who have tried and failed.

For those who, perhaps, were misguided. Those

who, through somebody's error, fell short of their
deserts.

There’s a way to prove where the fault belonged

whether with you or your pilots. We desire to show
you that way.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 7 --

To all such we shall offer the free advice of the

ablest advertising men in America.

We shall offer the counsel of twenty-eight men, who

have won their place by years of brilliant successes.
And who now command salaries, because of rare
ability, as high as $1,000 per week.

There will be no expense on your part, until we

decide that your article has possibilities not yet
developed.

Then there need be no commitment as to what you

will spend. No risk, save the trifling expense of a
limited trial campaign.

The result will be either an insignificant loss, or a

tremendous gain.

If such things appeal to you, we ask you to read

all that this book has to tell.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 8 --

The Possible and the

Impossible
__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 9 --

The Possible and the

Impossible
________________________________________________
________________________________________________

N
ot every article can be successfully advertised.

There are things that but few people

want. There are articles which cannot hold trade when we
get it.

There are trade conditions, sometimes, which are

prohibitive.

Then there is always the element of human nature.

The most experienced of us cannot invariably tell what
will be popular.

It is so with operas, and plays, and books, just as it

is with merchandise.

* * *

The best one can do is to first submit the question

to one of our Advisory Boards. There many veterans
of advertising will give you their opinion free.

Then, if they decide in its favor, submit it to a few

thousand people. Test it in a few towns, or a few
mediums. Do it with the utmost ability.

If a few thousand people pay back more than you

spend, there are millions who will do just as they do.

There is no question about it.

Nothing is more certain, in all the world, than the

average of human nature and of human wants.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 10 --

There are thousands of articles, not advertised now,

which can be made successful.

Thousands of things, sold in a limited way, are

potential with fortunes if rightly exploited.

Some are so salable that profits would accrue fast

enough to pay for the advertising. There would be no
investment.

There are many other articles, now advertised badly,

the sales of which could be multiplied.

The very best way to get proper advice on such

things is to ask one of our Advisory Boards.

* * *

There was never a time when so much money was

made, in so many advertised lines, as today. Fifty lines are
advertised now to one of a few years ago.

Note what they are the little and big things. Things that
ten years ago seemed impossible.

This is such a vast country that even the smallest

individual expenditures may mount into aggregate fortunes.

A very large percentage of these money-making

advertisers owe their success to this agency.

* * *

There was never a time when advertising in general

paid so well as today. Never a time when success was so
easy to the man who knows.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 11 --

One reason is that advertisements now are read. There is

so much good advertising that people have come to respect
it.

The day is over when men paid for space to say "John
Smith sells groceries. " The ads of today are interesting,
instructive. They tell what people want to know.

The first pages read in a magazine now are the back

pages. The most interesting part of a newspaper, to the
average woman, is the advertisements.

There is no difficulty now in getting an audience, if you

have what people want.

* * *

But we are only beginning to realize advertising

possibilities. Every month of every year we accomplish
things that never were done before.

The tides of immigration are turned. New sections are

populated, new enterprises financed; banks are built up.

Public opinion is swayed, new tastes are created;

fashions and fads are begotten.

The trade of a thousand sections is shifted to one,

through various forms of mail-order advertising.

Selling costs are reduced. Salesmen are made

unnecessary.

There are few desirable things which cannot be

accomplished, in some way, by advertising.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 12 --

But, as another result of this expanse in advertising, there

is little chance for the amateur.

Amid so much good advertising, poor advertising falls flat.

In this field, one man is able to sway millions. The

opportunities are so vast that the line has attracted some of
the best brains in the country.

Advertising is now dominated by men of experience, men

of brilliant attainments; trained salesmen in print.

Inexperience and mediocrity stand little chance in the

face of such competition.

The man who ventures in advertising, if he is wise, will

employ the best talent he can. Success means too much to
be jeopardized.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 13 --

The Law of Average

__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 14 --

The Law of Average

________________________________________________
________________________________________________

T
he only thing absolutely certain in advertising is the
law of average. That's exactly as sure as the basis of
life insurance.

There is nothing more uncertain than a single human life.

There is nothing more certain than a thousand human lives.

A thousand healthy people will live, on the average, to an

age so fixed that billions of dollars are staked on it.

So it is with advertising.

What one man likes, or what one man wants, forms no

criterion whatever. But when a thousand people, at a certain
expense, are led to spend a certain amount, you have an
absolute certainty.

The millions will do what they do.

* * *
That's why we advise taking up six cities, in a test of
newspaper advertising. Choose them from different sections.

It may cost a few thousand dollars to prove out the

campaign in that territory. Not all will be lost, even though we
should fail. We are bound to create some trade.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 15 --

Your risk, at the most, is small.

If you find that you get back more than you spend, there
are thousands of towns which will pay you as much in
proportion.

Then whatever you spend, in the same way, is as safe as

if left in the bank.

* * *
In mail-order advertising we advise a few mediums.

The experiment will cost about the same as a test of

newspaper advertising.

At the worst you will lose but a part of it, for some returns
are certain.

You can prove in this way every fact you are after. The
cost per inquiry, and the sale per inquiry, will be the same in
a limited territory as in a big one.

If you find there's a profit, think of the field before you.

* * *
In the same way, the advertiser who is already successful
can prove what our service may mean to him.

If you are satisfied with existing relations, there is no

need to disturb them. Continue all your present methods, if
you wish, until we actually prove that other methods are
better.

But give us a few towns, a few mediums. Let our brilliant

men, in that limited territory, show what they can work out for
you.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 16 --

See what new ideas they can give you. Learn what new
viewpoints they can bring to bear.

Then compare our results with the others. Let the figures
alone decide who best deserves your advertising.

* * *

Note that your risk is nothing. We are not apt to do less,

in our limited territory, than you are doing now.

Our risk is considerable. It costs us as much to prepare a

campaign for six towns as for six thousand towns.

We get only an agent's commission, and on a small

expenditure. We shall probably spend ten times that
commission in our attempt to excel the work you are doing
now.

The possibilities for you are boundless.

Suppose we can show you, as we have shown hundreds,

how to multiply the results of your advertising.

Think what it means to your future.

* * *
That is the only right way to do advertising.

Judge by no man's opinions. Put the question to a vote of

your possible customers. Let the thousands decide what the
millions will do.

Then, when you expand, you are dealing with an absolute

certainty. Your money is safe and your profits are sure.

That, too, is the only way for old advertisers to decide

between us and others. The only way to know if you are
attaining the utmost of your possibilities.

The advertising field is full of brilliant solicitors.

They can argue as well as we.

They know how to encourage you, how to discourage

you. How to kill our arguments; how to make

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 17 --

theirs seem plausible.

There's only one way to decide. Refer the matter to the

court of traced results; to the tribunal that never errs.

The cost will be nothing, probably. The decision is bound

to be final. The result may be to uncover for you a mine of
new possibilities.

* * *

The advertiser who is content is unwise. We have proved

this fact to many.

For instance, one advertiser was content to pay $1.00

each for replies. We brought the cost down to 32 cents. On
100,000 replies per month the saving meant $68,000 per
month.

One general advertiser was content with trifling profits

and a steady growth. The second year after one of our men
took hold of it, the business was multiplied thirty-five times
over.

Those are rather extreme examples. But there are

hundreds of cases, in our experience, where the effect of our
work is astounding.

Perhaps you don't know all that advertising can do.

Perhaps you will be surprised at what our able men can do
for you.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 18 --

We Pay One Ad-

Writer $1,000 Per
Week
__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 19 --

We Pay One Ad-Writer

$1,000 Per Week
________________________________________________
________________________________________________

I
n our copy department, we employ the ablest men that
all our knowledge of the field can secure for us.

Ours is, beyond all dispute, the most competent corps of

advertising men in America.

We have picked these men out, in the course of years, by

the brilliant results we have seen them accomplish.

When any great advertising success is made, we seek for

the man responsible.

We look up his record to learn what other successes may

be traced to his genius. Or we may watch him for a time
while he proves himself out.

When a man shows unfailing ability to get unusual

results, we are very apt to secure him. It matters not what we
must pay.

Then, in this vortex of advertising this school of

experience he soon multiplies his powers.

By pursuing this course, for many years, we have

gathered here the ablest copy force in existence.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 20 --

At the head of this department is Mr. Claude C. Hopkins,

a partner in our concern.

He receives the highest salary ever paid in advertising

$1,000 per week.

But Mr. Hopkins has made more money for advertisers, in

more different lines, than any other man who ever wrote
copy.

For twenty years, scores of the greatest successes have

been due to his copy and schemes. His supremacy, as a
salesman in print, is today undisputed.

Now all of the copy sent out from this agency is under his
supervision. He contributes ideas, and schemes, and selling
force to all.

Mr. Hopkins' first assistant, who resides in New York, is

the famous Robert John.

***

Copy is the soul of advertising.

All of us know that one ad may bring ten times the results
of another, yet cost no more to insert.

The margin between cost and result, in most lines, would

be wiped out by poor copy.

That's why this department is so important. That's why we

spend what we do on it.

The success of our business depends solely on the

success of our clients. Most of them start with small

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 21 --

expenditures. All our largest accounts of today started with a

few thousand dollars.

We must make these initial expenditures pay, else they

will not expand. For every dollar we make we must make
more for the advertiser.

So copy is of mutual importance.

* * *

There are millions of dollars wasted every year on copy

which never should run.

On copy prepared by men unlearned in even the

rudiments of advertising. Men of minor ability, of trifling
experience.

Such copy pays only in lines pregnant with great

possibilities. The very fact that it pays shows how great is
the sacrifice being made to incompetence.

But most of it doesn't pay.

Sometimes these advertisers go on for years, because

their results are untraced. They never know what they are
losing.

More often they perish. Countless fine possibilities go

every year into advertising graveyards, because of the
rankest incompetence.

We can scarcely restrain ourselves, sometimes, when we

see this wide and wicked waste of opportunities.

***

Never was there less room for mediocrity, or less excuse

for it. Success goes today to the qualified.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 22 --

Don't train men at your expense. Don't try to learn,

through your mistakes, what we've learned in thirty-five
years.

The most capable men are at your command. And

capacity, under the plan that we offer, is as cheap as
incapacity.

The difference in results is tremendous.

Advertising is warfare, and the field is hard fought. Those

who enter the field without proper respect for it are apt to be
driven out.

Don't go in with arrows, when your able competitors are

armed with modern rifles.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 23 --

Our Advisory Board

__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 24 --

Our Advisory Board

________________________________________________
________________________________________________

O
ur two Advisory Boards, in New York and Chicago,
consist of twenty-eight men, all of whom are masters
of advertising.

Each is a man of vast experience, and of proved ability.

They are veterans of hundreds of hard-fought campaigns.

Before one whole board comes each important question

submitted by present or possible clients. Either Mr. Hopkins
or Mr. John presides at every meeting.

Here we decide what is possible and what is impossible,

so far as men can. This advice is free. We invite you to
submit your problems.

Get the combined judgment of these able men on your

article and its possibilities. Tell them what you desire, and let
them tell you if it probably can be accomplished.

Or submit your present methods. Ask if they can be

bettered, and how. The inquiry involves no obligation.

Remember that our interests are the same as yours. We

are not going to involve ourself in the impossible, if we can
help it.

We are not going to suggest an experimental cam-

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 25 --

paign, costing us several times our commission, unless

we believe it will pay.

On the other hand, we are not going to see opportunities

neglected if our advice can avoid it.

So these many experienced men, combining ideas,

are not likely to go far wrong.

* * *

Before these same Boards come every campaign which

we undertake for our clients. Mediums, methods, plans and
copy are all worked out in conference.

We depend on no one man.

The problems which come before these Boards are all of

far-reaching importance. Sometimes the whole business of
an advertiser must be revised before advertising can wisely
start. These Boards suggest the revisions.

Each of these men knows some things which others don't

know. Each has done some things which others have not.
So we discuss all their experiences.

Thus we bring to bear on each new problem the lessons

of all we have learned.

There have been suggestions, worked out in this

conference, which afterward proved to be million dollar
ideas.

* * *
In advertising, experience counts for more than ability.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 26 --

Any man whose experience is confined to one line is apt

to have a narrow horizon.

These twenty-eight men live in a vortex of advertising.

We make more tests, try more schemes, learn more

experiences than ever existed in advertising outside of this
agency.

We have done this for thirty-six years. And the results are
all tabulated, for our future guidance, as explained in a
following chapter.

Thus we know what pays. Thus we avoid mistakes. Thus

we give to each client all the results of a wealth of
experience.

And thus we usually get, from each advertising campaign,

the utmost of its possibilities.

***

One of these men may know more than the others about
some particular line. But no one man can know about
advertising what these twenty-eight men have acquired.

We believe that wisdom lies in a multitude of counselors.

And we both practice and preach that belief.

Advertising has no room for the egotist. The ablest man is

never infallible. So, where so much is at stake, we believe in
combining all the experience, all the ability available.

That is why we have these Advisory Boards.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 27 --

How We Afford
This Expense
__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 28 --

How We Afford This Expense

________________________________________________
________________________________________________

S
uch a coterie of high-priced men involves, it is true, an
enormous expenditure.

But not one of these factors is an expense, either to us or

our clients. Each is, in fact, an economy.

All that we pay to these able men comes back with a

profit, in the development of our accounts.

They make advertising expand by making it pay. And our

profit, like yours, comes in the expansion.

Practically all of our largest accounts began with us as

experiments. The appropriations were small. The cost of
handling exceeded, by far, our commissions.

The fact that those accounts pay us large revenue now is

due to these men's ability.

In addition, they create new advertising every day, which

would never exist without them. And they preserve to us
advertising, year after year, which minor men would kill.

* * *

We handle advertising on the usual agent's commission.

And that commission, as you know, is largely or wholly paid
to us by the publishers.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 29 --

We take up little accounts which have possibilities on the

same commission as large ones. And we frequently spend
many times our commission in working out the first
campaign.

So this splendid service costs no client more than the

common-place service of many old-fashioned agencies.

* * *

We figure the matter in this way:

It is cheaper for us to develop accounts than to get them.

It costs us far less to multiply one account an hundred times
over than to solicit an hundred new ones.

So we spend on our copy departments, and our Advisory

Boards, what other great agencies spend on soliciting.

* * *

There are solicitors of advertising who make far more

money than our highest-priced copy men.

Yet they render to the advertiser no service whatever.

They are paid for their ability to get advertising by

persuasion. But, without proper copy, such business is not
stable. It too often fails to pay.

And business which one man can bring in by persuasion

another man can persuade away.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 30 --

We prefer to take the $3,000 account and bring it up,

perhaps, to $300,000. Then the business is ours, because
we have made it.

Our clients realize that their profits are due largely to our
ability. They know no other place to obtain such ability. So
they are naturally glad to remain with us.

It is solely by making our service pay that we have made

this the largest advertising agency in America.

* * *

So the expense of this service cuts no figure whatever,

either with you or with us.

Among the best agencies, there is very little difference in

the commission you pay. Nor is there any great difference,
so far as we learn, in the percentage of commission that
goes into expense.

But the main expense, with most agencies, is the

soliciting force. With us, it's the copy departments and the
Advisory Boards.

Please judge for yourself as to where the expense counts

to your best advantage.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 31 --

The Record Of
Results
__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 32 --

The Record Of Results

________________________________________________
________________________________________________

W
e have a Record of Results which has cost us, to
date, more than $100,000. It is kept in duplicate, in
New York and Chicago.

It is this Record which forms the most valuable guide to

our Advisory Boards.

Here the results that we get, in hundreds of lines, are

recorded. Each line of copy often each separate piece
shows by actual figures just what it has done.

The comparison is there one ad with another, one

method with another. Thus we have learned, in the course of
years, what methods and what copy pay best.

There is no record like it. There is nothing in existence

which forms so sure a guide as this.

* * *

This record shows what mediums are most profitable not

on one line but on dozens.

It tells us the magazines and newspapers that pay best. It

gives us an actual and definite comparison, so we know the
value of each.

It tells us the truth about circulations. It tells us where one

paper fairly covers a field. It makes deception impossible.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 33 --

Thus it avoids the enormous waste of getting you into

wrong papers. Or of paying any paper too much. But the
Record of Results shows more.

Suppose we have before us an article for farmers. It tells

us what style of copy has paid best with farmers.

It tells us the results we secured on many similar

campaigns, and exactly how we secured them. It tells the
schemes which won out and the schemes which proved
unprofitable. It instructs us on selling methods.

So with each line that comes up to us. We no longer need

to make new experiments. We know from many actual
results just what is best to do.

* * *

One curious thing that this record shows is how fallible is

human judgment. How even the best of us are apt to go
wrong in judging the selling power of copy.

Many a time, before we had this record, the ad that we

liked best made the worst showing. Many an ad which we
almost discarded came out at the top.

So we can't depend on men alone, however many there

are, or however competent.

We must have this record of actual results to guide them

in touching the intangible chord that responds. Such is the
price of success.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 34 --

Our Buying
Department
__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 35 --

Our Buying Department

________________________________________________
________________________________________________

T
here is one class of agent who depends for business
largely on his claims to buying ability.

He can buy space, he says, lower than others. The claim

is rather out-of-date.

Advertisers are not influenced, so much as they once

were, by the prospect of 5% saving. They are seeking
instead the men who can add 100% to results.

This saving at the spigot and wasting at the bung is not a

very wise procedure. But let us answer the claim.

* * *

The head of our buying department in Chicago has been

with us for 23 years.

Each year, with each paper, he has fought for

concessions, then he has made each concession a basis for
further fight.

At all times, he has had for a weapon a larger volume of

business than any other man has to place.

He has been constantly learning, through new clients who

come to us, what other agencies pay.

Do you think it likely that some other man, with a lesser

experience and a smaller volume of business, is buying
lower than he?

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 36 --

Our head buyer in New York has nearly equal

experience. And these two buying departments, using our
private wires, consult with each other on rates.

* * *

Then there is the claim, which so often bobs up, about

getting favors from publishers. Good position, co-operation,
free reading notices, etc.

We gladly invite a comparison.

The publisher's favorite is the agency which places the

most advertising, and which pays the most promptly.

The publishers will tell you that agency is Lord & Thomas.

In the panic of 1907, when every publisher was in crying

need of money, nearly every agency paid its bills largely in
notes.

Every bill against this agency was paid promptly in cash.

Every cash discount was taken. In addition, we advanced a
great deal of money to publishers needing help.

Which class of agent, in your estimation, is likely to get

the most favors from publishers?

These points are scarcely worth arguing.

The most profitable mediums now have fixed rates. One

agent pays just the same as another, if they pay with equal
promptness.

It is only with secondary mediums that good buying

comes into play.

The great service which our buying department renders is

through our Record of Results. Those keyed returns on
scores of our accounts give to our buyers vital facts available
nowhere else.

We measure circulation by keyed returns, not by the

claims of the paper. We know what each paper brings to our
clients. Therefore, we know what it is worth.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 37 --

We know where one paper fairly covers a field; where two

papers would be an extravagance.

It is not merely a question of buying low. More than two-

thirds of all publications are dear at any price.

In many others, the bottom price is twice what the paper

is worth.

It is our Record of Results, which has no counterpart

elsewhere, that tells our buyers these facts. It enables them,
on the average, to do with one dollar at least as much as two
dollars would do without it.

In an agency depending, as this does, on results, we are

not very apt to permit any waste in our buying.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 38 --

Our Department
Of Advertising
Managers
__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 39 --

Our Department Of
Advertising Managers
________________________________________________
________________________________________________

A
nother argument of the small agent is the claim of
personal service. The argument is rather fallacious.

One man can hardly combine in himself a good buyer, a

good ad-writer, and a good adviser. This is an age of
specialization.

We find it desirable to combine the ideas of many men, in

simply mapping out a campaign.

But we give you, in addition, all the desirable features

pertaining to personal service. This is how we accomplish it:

* * *

We maintain a Department of Advertising Managers, both

in New York and Chicago, at a salary expense of $48,000
per year.

Each man in this department watches the interests of a

few clients. He acts as your representative. He is in our
office what your advertising manager, if you have one, is in
your office.

He watches your advertising, looks after your interests,

checks up your results. He gets all of your letters, answers
them all, keeps in touch with you.

He acts, under your instructions, as director of your

advertising here in this office. His word is your word with us.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 40 --

Each man in this department is a member of our Advisory

Board. Each is in touch with the accounts that he handles
from the very beginning.

When we select the copy-writer for an account, we also

select the manager who is to direct it.

From that time on, this man is looking out for you, every
hour of every day. Your interests are his interests. And he
has the advantage of being constantly on the ground.

He follows up every department copy, art, printing,

buying, and checking. He complains or praises, according to
the service and the result you are getting.

Then, if anything appears to be seriously wrong, he

brings the matter up to the Advisory Board.

* * *

This is another expense that comes back to us.

This man on the ground keeps the advertiser always

before us. He keeps every department up to the mark.

He not only guards your interests, but he helps to makes

things pay.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 41 --

This Is What We
Propose To New
Advertisers
__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 42 --

This Is What We Propose

To New Advertisers
________________________________________________
________________________________________________

L
et us decide, first, if your article has possibilities. Let
us send a representative to you, and through him
submit your problems to one of our Advisory Boards.

This service is free. It involves no obligation. And the

advice will be as wise as experience and judgment can
make it.

Don't say that your business can't be expanded. Get the

opinions of men who know best, so far as it pertains to
advertising.

* * *

Our Advisory Board will either tell you not to advertise, or

to make an experiment.

If they advise an experiment, they will tell you their

reasons. And they will say where and how to make it.

They will advise a small expenditure the smallest one

possible; and tell you how much it will be. Then it's for you to
decide.

If you accept their advice, we shall probably send a man

from our copy department to visit you. He

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 43 --

will look at your business from the standpoint of the

consumer.

He will strive to find out the most telling points in it, from
the viewpoint of your customers.

Sometimes this isn't necessary. It depends on the

business. But rarely can a man in the position of seller place
himself fully in the position of buyer.

Rarely can a man, without advertising experience, pick

out the few points that count. So we usually send an
experienced man to look at the buyer's side.

* * *

This man reports to our Advisory Board, either in New

York or Chicago. Then the problem is discussed until they
arrive at conclusions.

They decide on selling plans, methods and copy. Decide

what help they will ask you to give them.

Then the man best fitted for that particular line is

assigned to write the advertisements.

* * *

If it is a mail-order article, a follow-up system will be

prepared for you. That is of vital importance.

Such letters and booklets as may be required will be

charged for at cost. But all of our other service copy, plans,
time, advice, and traveling expense is covered by the regular
agent's commission.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 44 --

So, on the trial campaign, we shall be expending a great

deal more than we get. Therefore, your interests and ours
are identical. We can't make a profit until we make one for
you.

Our profit comes only through your expansion. And you

will not expand until we make the work pay.

So you may be sure we shall do everything possible to

make the campaign a success.

Every year we make fortunes for an army of new

advertisers by starting them out like that.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 45 --

This Is What We
Propose To Old
Advertisers
__________

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 46 --

This Is What We Propose

To Old Advertisers
________________________________________________
________________________________________________

L
et us send a representative to you.

Through him submit to one of our Advisory Boards

the work you are doing.

Tell them how you regard it. Say how it is paying. Explain,
if possible, where it seems to fall short.

Whether it is good or bad, successful or unsuccessful,

ask them to tell you how it can be bettered.

These are able men all of them; experienced men; men

of proved ability. They form, by all odds, the most competent
corps to which advertising problems can be submitted.

And their advice is free. Is it not wise to obtain it?

* * *

A letter will follow. And by that letter you can probably

judge something of what we can do for you.

If it appeals to you, assign us a few towns, a few

mediums.

If you feel satisfied with your present agency

arrangements, there is no need to disturb them. Do just as
you are doing, if you are pleased with it, outside of our
limited territory.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 47 --

But create a rivalry, because it is good for you. It keeps

men up to the mark. Let our brilliant men do their best to do
better than the men who are serving you now.

You can lose nothing, for you risk nothing. The risk is all
ours. Then let the results in our towns decide who can serve
you best.

* * *

Suppose we fall down. We should lose both prestige and

money; and we are apt to do our best to prevent that.

And the best that such men can do is always worth

something. It is bound to give you new ideas.

Suppose we succeed, and multiply the power of your

advertising. Suppose we find a way to get, at the same
expense, twice the results you are getting.

It is possible even probable. We have done it hundreds of

times. Certainly no organization in all America is so likely to
do it as this one.

Think what such results would mean to your future. Are

they not worth attempting?

* * *

Few advertisers realize how much it may mean to bring a

new view-point to bear on their advertising.

Men get into a rut, and all men have limitations.

Sometimes a campaign, though very successful,

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 48 --

appeals to but one class of people. New men may reach

other classes, and enlarge your scope.

It is a very wise thing to make sure you are realizing the

utmost of your possibilities.

And this is the right way to do it.

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com
 -- 49 --

This book, Mr. Business-Man, makes a proposition which

should be irresistible.

It offers service such as no one else can offer. It

proposes terms which no one else will duplicate.

No matter whether you are a new or an old advertiser

successful or unsuccessful. Our proposition gives you so
much to gain, and so little to risk, that you owe to yourself its
acceptance.

Please write us now before you lay this book down.

Simply say, "send a man." We can tell you in person facts on
results which we do not wish to print.

Then, if you wish to know more, we will invite you to our

office to meet our Advisory Board.

Your request for an interview simply means that you

desire to investigate. It involves no obligation.

LORD & THOMAS

Newspaper, Magazine and Outdoor Advertising

NEW YORK CHICAGO

Second National Bank Building Trude Building
Fifth Avenue and 28th Street 67 Wabash Avenue

Copyright © SMJA. All Rights Reserved.

www.BillionDollarAdSecrets.com