vi RECREATION. 



W 



ft 



The Commercial 

 Revolution 



In the space of quarter of a century there has taken place along all lines of com- 

 merce a change so tremendous and far reaching in its consequences, that it might well 

 be termed a revolution. The force that has produced this change is publicity. It has 

 altered methods, recreated standards of comparison, multiplied results. It has raised 

 infinitely the expansive power of each and every business. It has almost eliminated the 

 factor of time, so that a colossal business, instead of being the slow growth of years, may 

 spring into existence full grown, as Minerva is said to have sprung from the head of Jove. 



The business man has no longer justification for wasting time over the question: 

 does advertising pay ? His attitude would resemble that of the rustic in the fable who 

 stood by the river's brink to wait till the water flowed past. While he questioned the 

 dollars and cents value of publicity his competitor would have stolen a march and left 

 him far in the rear. But though no one can doubt the efficiency of advertising in view 

 of the results which it — and in some cases it alone — has accomplished, it must be 

 admitted that the simple recommendation: "Go ahead and advertise" cannot be profit- 

 ably followed without a large amount of deliberation. 



The questions that have to be intelligently answered before a business man is safe 

 in spending his money on advertising are many and various. Experimentation is always 

 interesting but in advertising it is very costly, and there is no problem involving the 

 welfare of his business in which a man should more earnestly seek tor light than in this 

 of publicity. How much should he spend in advertising; what mediums will bring 

 him the best results; in what form should his appeal to the public appear; should it be 

 reinforced by the aid of illustrations; should he use large space in a few publications or small 

 space in many; how should he proceed when the public responds to his published appeal ? 



It is in answering such questions that we, as a fully organized and equipped 

 advertising agency, are in a. position to be of substantial service to the advertiser. We 

 do not merely expend the appropriation which he decides to apply on publicity — 

 we think for him. We give earnest consideration to the question: what is best for 

 this particular case ? We select the mediums, write the advertising and advise as to 

 the best methods of following up results, always keeping in mind the individual 

 characteristics of the advertising proposition. And this we are able to do efficiently 

 because we possess the combi?ied knowledge and experience which alone will make 

 advertising successful. Our clients are making money through our efforts. We will 

 be pleased to number you among them 



Snyder, Johnson & Hindman 



Newspaper and Magazine Advertising 

 Tribune Building, CHICAGO 



