Another attractive form of circulars, which is just coming into vogue, is that of the "folder," which offers a wider scope for individuality and originality than any other method of circularising through the post. These are generally folded in a novel and peculiar manner, which is calculated in itself to arrest the attention of the trade and cause comment. of this style of circular are given in illustration No. 10, showin$' how the various folds are made. These circulars can be printed on any co16•2” paper, or any texture of paper, and in any number of inks deemed necessary, although, considering that, after all, their life is very short, it is unwise to spend too much money on their preparation. Two colours on a coloured paper generally give the best efkct for a small expenditure.
This is a brief review of the method of advertising to the trade; but it must be borne in mind once more that the whole secret of success lies in the preparation of the matter, and the foundation of the trade campaign is the selling campaign. The article has certain advantages in itself, and the advertiser has a certain idea which will promote the sale of that article.
The merits of that article should be proved by trade advertising to the trade, and the manufacturer or advertiser must announce his methods by which he proposes to push that article. In other words, he should, when asking the retailers to stock his goods, tell them the merits of the goods, and, more important still, the methods by which he proposes to shift them.
The advertising campaign is practically founded, as is said, on the selling campaign, and on the primer which all progressive firms should issue from time to time to their travellers. All advertisers who watch their travellers' work prepare a primer of the selling points of their goods, so that the travellers have these selling points at their fingers' ends. 'The trade literature should be founded on these selling points, and should be practically a reproduction in printed form of the argument the salesman uses when calling upon the trade. J. MiutRAY ALLISON.
Advertising Manager of "The Times."