298 MANAGEMENT OF DAIRY PLANTS 



letters that have every semblance of being specially written to 

 each individual are now prepared at moderate cost. Letter 

 printing shops are found in most cities. Costs will vary with 

 the quality of the work, approximating 2 or 3 cents per letter 

 where a thousand or more are ordered, not including postage. 

 Cheap, unattractive circular letters are rarely a good invest- 

 ment. Mailing cards printed on attractive paper, sometimes 

 in colors and with illustrations, are useful in calling attention to 

 special propositions. They have good attention value and may 

 be given deep interest value also. 



V. Booklets. These serve much the same purpose as the 

 circular letter. They are for " follow-up" use mainly and per- 

 mit a more complete presentation of the merits of a product 

 than is possible in other mediums. A booklet for a creamery 

 business may well deal with the processes of manufacture in a 

 popular way with emphasis on quality of materials, food values, 

 and care in making and handling the product. Illustrations 

 are of especial value in a booklet, especially those that tell a 

 story that is to the point. Booklets are circulated in much the 

 same way as letters and to much the same lists. They may 

 also be distributed in the package or through retail dealers. 

 Costs vary greatly with the character of the book and its 

 make-up, but there is possible a booklet for every business, well 

 within the limits of its advertising appropriation. 



VI, Novelties. This heading includes many special forms 

 of advertising, such as calenders, blotters, special display cards, 

 gift articles, and the like. Their value varies. The calendar, if 

 attractive enough, may prove to be an all-the-year reminder in 

 office or home. Blotters, if sent regularly once or twice a month 

 and each attractively printed with a newsy message of business 

 interest, are a good reminder to have on a customer's desk. 

 Gift novelties, like penholders, pencils, fans, drinking cups, 

 canes, etc., carrying the business name of the donor, have 

 some value, but not always a value equal to their cost. They 

 are usually distributed under circumstances that make the 

 distribution wasteful. If novelty advertising is purchased, it 

 ought to be carefully purchased and as carefully distributed. 



