Service

BUSINESS today is based upon service. The “grab and run" manufacturer is almost extinct. Advertising has played its part in his passing. By contrast with the open methods of others, it has thrown his operations into such sharp relief that it has left him no recourse. His failure was inevitable.

People have come to depend upon consistently advertised merchandise. They have confidence in the manufacturer who places himself on record month after month as to the merits of his product. They know he will maintain that product at the standard he has set, not only for their protection but for his own. Should he drop below, the buying public would soon discover it, and his business would be faced by ruin. No manufacturer who is spending large sums to produce, advertise and sell an article is going to take that risk.

Quality, utility and value are the things uppermost in the mind of the advertiser today. Improving his product, making it more useful to you, giving you greater value for your money, these are his aims. When he succeeds, he tells you about it—in the advertisements.

If you neglect the advertisements, you are missing one of the most vital features in this magazine.