A rapid stream ran by the writers boyhood home. The stream turned a wooden wheel and the wheel ran a mill. Under that primitive method, all but a fraction of the streams potentiality went to waste. Then someone applied scientific methods to that stream – put in a turbine and dynamos. Now, with no more […]

An advertiser of many years standing, spending as high as $700,000 per year, told the writer he did not know whether his advertising was worth anything or not. Sometimes he thought that his business would be just as large without it. The writer replied, “I do know. Your advertising is utterly unprofitable, and I could […]

That seems almost unbelievable. Even a storekeeper who inserts a twenty-dollar ad knows whether it pays or not. Every line of a big stores ad is charged to the proper department. And every inch used must the next day justify its cost. Yet most national advertising is done without justification. It is merely presumed to […]