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Multicolor Rotary Press and Process
Concluding the story of a Revolution in Color Printing, and its significance to the advertiser.
A Quality of Color Printing Heretofore Impossible
The artist, the dyer, and all other colorists, mix their colors wet to get the desired shade before applying them. But the printer in attempting to reproduce their colors, is compelled to print one color, let it dry, then print another color on top of the first, and let it dry—and so on—depending on the colors showing through each other. It is really remarkable how well the printer does under all his handicaps.
By the Cottrell Process, the four colors are printed on top of each other wet, the various inks being mixed on the paper in the right proportions to produce the desired tones and tints. That is, the colorist's work is reproduced by a close approximation to the colorist's methods.
This method of wet printing, together with perfect register of every color on every sheet, exact reproduction of originals, and quality sustained through an entire edition, give a quality of color printing heretofore impossible in large editions.
And the final beauty of all this super-quality is that the advertiser can now secure it at NO EXTRA COST.
C. B. COTTRELL & SONS CO.
We do no printing—we build machinery for printers' use
ings, and I accommodate them in I this way. Our selling season is short, and we make every minute work to best advantage, devoting all the time to selling. Not having to make reports is, to my way of thinking, an advantage both to the salesman and to the house."
SEASON STARTS WITHOUT OSTENTATION
The methods used by this house in sending the salesmen out on the road at the beginning of each season are also simple and practical, rather than startlingly new and sensational. Instead of having a salesmen's meeting and working up "pep" and enthusiasm, each salesman goes over his line with the sales manager, these two together discussing the new offerings, not with reference to the goods alone, but entirely with reference to their appeal to the special territory served by this man. The patterns which take well in one section often do not take at all in another, and the salesman, knowing his trade, can frequently eliminate certain numbers and save excess baggage. Consequently these informal little sales conferences preceding the three annual campaigns for business are worth more in getting the lines shaped up and the salesmen filled with real information about what they have to sell than the ordinary "whoop 'er up" session could possibly develop.
The lack of frills and unnecessary burdens placed on the shoulders of its road men has developed a responsive feeling on the part of the selling organization. Between seasons, which means a good part of the year, many of the men, who live in New York, visit the factory regularly, watching for orders from their own customers and their own territory. They assist in selecting the stock for these shipments, in which they have a personal interest, as often the merchant leaves it to the house to decide just how his assortment shall be made up. The salesman, familiar with local trade conditions, is in the best possible position to decide what shall go into the order. The men are especially
THOMAS RUSSELL —the London correspondent of "Printers' Ink," and the great English expert on advertising practice and theory—writing in the last issue of his paper, "The Consultant," on the present "Higher Cost of Selling Goods," in Great Britain, one cause being the falling off of replies to advertisements in the daily press, says:
"Weekly papers have not suffered to the same extent, and some are doing better than ever. 'PUNCH,' for instance, has evidently gained in circulation so much as to coun'terbalance the falling off (if any) of readers' interests in its advertisements. Sectional publications, on the other hand, are doing even worse, in some cases, than dailies."
THIS is indeed evidence that the advice given by me so often since war broke out, and adopted by so many advertisers of high-class goods and service, was good.
That advice was, and is, to ConCentrate Your Advertising In "PUNCH" where it will reach the buyer who has money, the result being that your advertising expenditure instead of being Non-productive Expense will be a Profitable Investment.
ROY V. SOMERVILLE
The Community Leader
"pVERY farm neighborhood ■L/ has its leader. He thinks for himself — his opinions are sought — his advice followed. His purchases of farm machinery, of motor cars, of building material influence those of his neighbors. His wife sets the styles in household goods and clothing.
In ninety nine communities out of a hundred the leader is the tractor owner — the power farmer.
POWER FARMING is bought and paid for by forty thousand power farmers, of whom read no other farm paper. They use 27.000 tractors—57% of them own automobiles or are in the market—their farms are valued at almost $900,000,000.00.
These forty thousand farmers
anxious to furnish this service to the house, because they are thus given an opportunity to take care of the orders which come out of their territories by mail, in many instances from customers whos# names they have put on the list, but whom they seldom or never see.
Common sense in selling is just uncommon enough to make the Keiser idea interesting.
Now You Think of It, It Can't
Sprout, Waldron & Co.
In re S. E. Riser's article on "Common Errors in Copy to Avoid" in your current issue, I want to call attention to the increasing number of copy writers who cut things in half. As an instance, take the man who cuts coal cost in half as per the Williamson Heater advertisement on page 3 of the issue of February 15.
I saw this advertisement in The National Geographic a year or so ago and called the Williamson Company's attention to it. ' In reply I was called a "nut" for my trouble. I still think that any copy writer who can cut a thing in one-half is a wonder.
W. T. Hazel,
New Method of Measuring Space
Seth Woodbury was a tight fisted hard-hearted old farmer. His brother William dying, the neighbors said fror lack of proper treatment, Seth hitched up and drove into town to have a notice about his death inserted in the weekly newspaper.
"There ain't no charges, be there?" he asked anxiously.
"Oh, yes, indeed," answered the ad vertisement manager; "our price is five shillings an inch."
"Cracky," muttered the old man, "an* Hill six foot two."
—New York Globe.
R. Winston Harvey Makes Change
R. Winston Harvey has resigned as advertising manager of the CraddockTerry Company, manufacturer of "Long Wear Shoes," Lynchburg, Va., to become sales and advertising manager of the James Clark Leather Company, of St. Louis. He will assume hii new duties March 1.
Perfect Register On Every Sheet
The two chief causes of imperfect register in color printing are (i) the stretching or shrinking of paper, ana (2) the impossibility of feeding, perfectly, thousands of sheets once for each color.
Cottrell Multicolor Presses enable us to do away completely with these two evils against which the old type of color printer has heroically struggled. By printing four colors at one turn of the press, there can be no stretching or shrinking of paper, as no time elapses between colors. Inexact paper feeding is also impossible, because our sheets are fed once only and the grippers never let go until all four colors are laid.
Experienced users of color printing will welcome this long hoped for relief from the register bugaboo, without extra cost when the edition is large.
We are the only printers offer-
The Periodical Press, Inc.
cPioneer ^Multicolor and cRptary Printers 76 Lafayette Street New York City This Is A Message For You Men Who Think And Plan —
You who are always the first to adopt any new product that serves you better than the old.
The Goodrich Fibre Sole
for shoes, measures up to this standard, for TEXTAN is the logical successor to leather soles.
It gives you better wear, reduces shoe bills for every member of the family, and does a big national service in holding down the alarming rise in shoe costs.
TEXTAN is superior to leather in wear. Its flexibility makes the shoe easier on your foot—even in new shoes. It is waterproof, stub-proof, scuff-proof, and is made in just one quality—the best.
You would prefer TEXTAN Soles if they offered only one of these positive advantages over leather soles. Your next shoes equipped with TEXTAN Soles will give
you all these advantages.
Company J tK|