Both the eschelon and the block arrangements of the heading and the address are good. The eschelon, or stair-step indentation, suggests a little more care, and therefore engenders somewhat more respect for the addressee than the block arrangement, which saves a slight amount of time for the stenographer. The same desire to show respect for the reader by avoiding an appearance of haste causes many to pre fer full punctuation for the address and heading.
The name of the month, altho it may be abbrevi ated, is usually spelled out in full. Writing the date like this, 10/8/16, is obsolete. It suggests haste, takes more time to interpret, and is sometimes mis leading because the first two numerals are inter changeably used for the day of the month and the month of the year.
"For the attention of Mr. —" or "Attention of Mr. —" is used when it is deemed best to address the firm and when, at the same time, the writer wants to make sure that a certain individual in the concern will receive the letter. Sometimes the official title is used when the writer does not know the name of the person for whom the letter is meant—"Attention of the Advertising Manager," for example. It is best to place this part of the address just above the salutation, either in the center of the page or at the left-hand margin. In such cases the salutation most appropriate for the individual addressed is used. It is best, however, to avoid this general kind of ad dress if possible for it is more effective to use the name of the individual addressee on the first line of the address.
Sometimes the letterhead of a firm addressed will include a request that all letters be addressed to the firm itself. Such requests, however, ought not to be made, nor is it well to ask that the addressee, in an swering, mention a file number. Whether or not the concern realizes it, the impression is the same as if the firm asked for a donation to help keep down expenses. In some cases, when the initials of the individual addressee are not known and are not avail able, or when there is doubt as to what they are, it is best to use this form: "Attention of Mr. . The omission of the initials is not then so noticeable as it otherwise would be.
7. pays to be careful in the use of titles. The omission of a title is likely to be resented. Mr., Mrs., Miss, or Messrs. (never written Mess.) should always be used unless the addressee has a title, such as Hon., Rev., Dr., Col., or the like. It is always
best to use an honorary, professional or academic title when it is held by the addressee. To use a title that is not held by the addressee is likely to give the im pression either of inaccuracy or, possibly, of irony. "Esquire" is seldom used today, but if it is used it should be placed after the name and the "Mr." should be omitted.
When the addressee holds more than one title, either the one that is most respected may be used, or else all the titles—for example, "Rev. Dr. Holmes." "The Rev. Dr. Holmes" would he somewhat more formal.
In the headings where the title precedes the name the usage in regard to abbreviations varies. Such titles as Hon., Col., may be used in this abbreviated form or written out when greater formality is desired. Good usage sanctions the use of the abbreviation Rev. and it is only in the most formal communications that the word is written out in full. The titles Hon. and Rev. must be followed either by Mr. or the names or the initials of the persons addressed. The form Rev. Holmes, Hon. Walker, is incorrect. The weight of good usage requires that the title Professor should always be written out and that Dr. should be in this abbreviated form. Where the word "Honorable" is followed, not by the name, but by the official title of the addressee it should be written out in full.
Firm names should be written as they are printed on the letterhead of the concern that is addressed. The word "The" should precede the firm name unless the writer is sure the firm does not use this word in its title. "Messrs." is seldom used now except in cases when the firm name does not include the word "Company." 8. Sir" or "Dear Madam" is used in nearly all cases when a letter is sent to a person with whom the writer is not personally ac quainted. When the addressee is a man and the writer is personally acquainted with him, "Dear Mr. " is as often used as "My dear Mr. "; but when the addressee is a woman "Dear Miss—." or "Dear Airs." is not so often used as the more formal "My dear Miss " or "My dear Mrs. even when there is the personal acquaintanceship. "Ladies" is the proper salutation in addressing a firm composed of women. "My dear Sir" and "My dear Madam" are very formal. They are not much used, because they might suggest to many readers a slight degree of coldness and condescension. "Gentlemen," not "Sirs" or "Dear Sirs," is most used in addressing a company or a corporation.