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RE-ORDERS 



Every business man knows 

 that the stability of his business 

 is measured by re-orders. 



If customers do not come 

 back, something is wrong. 



But if the most careful 

 buyers in the field, having tried 

 the goods, find them satisfac- 

 tory and come back for more, 

 the business is sound. 



Advertising may be judged 

 by the same sure test. 



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In 1915 The Saturday 

 Evening Post carried the 

 equivalent of 1682 full pages of 

 advertising— 1,143,502 lines. 



Of this, 1429 pages, or 

 971,991 lines, came from firms 

 which had also advertised in 

 the Post the year before. 



These figures mean that: 



The Saturday Evening 

 Post drew 85% of its volume 

 in 1915 from the same cus- 

 tomers that had bought its 

 space in 1914. 



That is, the re-orders of Post 

 advertising amounted to 85%. 



This evidence of the stability 

 of modern advertising is not 

 new. A year ago, similar fig- 

 ures showed that in 1914 the 

 Post obtained 85.8% of its busi- 

 ness from firms which had 

 used its columns in 1913. 



Of such a condition any 

 business, whatever the product 

 or sales method, might well be 

 proud. 



It expresses the consensus 

 of experience of astute buyers, 

 extending over a period of 

 years. 



It testifies to the establish- 

 ment of advertising as an 

 integral factor in economic 

 development — as a profitable 

 investment — not an expense, 

 not a speculation. 



It means that manufac- 

 turers may invest in advertising 

 in full confidence of substantial 

 return. 



It reflects the stability, the 

 soundness, the permanence, of 

 advertising today. 



THE CURTIS PUBLISHING COMPANY 



Independence Square, Philadelphia 



The Ladies' Home Journal 



The Saturday Evening Post 



The Country Gentleman 



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WHEN WRITING AnvEKTISEBS MENTION BETTER FRUIT 



