I_)
$100,000,000 Wasted
On Ads That .Never Pay
We estimate that every year is wasted
$100,000,000 on ads that should never
run.
That $125,000,000 is being spent an-
nually to what $25,000,000
should do.
If such ads were put to comparative
test, they would all be discarded. And
each would teach a lesson which one nev-
er could forget.
That is why we pay such remarkable
salaries to members of our Copy Staff.
One of these writers receives $1,000 per
week.
Yet we have known these men to
make, in one month, for one client, more
- than all of the writers make in a year.
The Many-Man Power
We employ on our Copy Staff the abfest
men we know .. We have picked them
out, in the course of years, by the bril-
liant results we have seen them accom-
. plish.
No one else pays for such talent what
we'pay. So we attract here the very best
in the field.
Then, in this vortex of advertising-
this school of a myriad experiences-
these men multiP,ly their powers.
Yet we never permit any one of these
men to work out a campaign alone. There
is too much at stake. '
One man can't know all the pitfalls.
One man has limited knowledge, limited
ideas and experience. And no one man
can average human nature.
Our Advisory. Boards
So these men meet in Advisory Boards
o work out the campaigns we take up.
Our two Boards-in New York and
Chicago--consist of twenty-eight men.
Each has a record of unusual success.
Each is a master of advertising.
And all of them are learning, all the
time, from scores of new undertakings.
This body of men forms the ablest ad-
vertising corps ever -b'rought into exist-
) .
ence.
One duty of these Boards :s to pass
judgment on advertising problems sub-
mitted. They are glad to consider, with-
out charge or obligation, any question
you desire to submit.
They will tell you what is possible and
what is impossible so far as men can
know.
Why We Succeed
Then these men in conference work
out the campaigns of our clients. Meth-
ods, plans and copy-all the problems of
selling and advertising-are all decided
here.
Each brings to bear a wealth of exper-
ience. Each one contributes ideas. And
they do not finish until the campaign ap-
pears to be irresistible.
That is why we succeed. That is wh:r
we have gro,wn, through the growth of
our clients, to our present enormous pro-
portions.
Thus we make one dollar, often, do
the work of ten. Thus we develop, for
every client, all of his possibilities.
Back of these men we employ more
. than 200 people, each one of them skilled
in some department of advertising.
No Extra Charge
This incomparable service costs the
price of the commonplace. We handle
advertising on the usual agent's com-
mission.
"vVe multiply results to multiply adver-
tising. We create successes because suc-
cesses expand. And our revenue comes
through expansion. -
We spend on copy what other great
agencies spend on soliciting, and we con-
sider it J?etter spent.
Before 1.ve had Advisory Boards, too
many campaigns faile<;I to bring
their cost. Other agents have the same
experience still.
Now our failures are so rare, and our
successes so great, that our business has
multiplied many times over.
So we need to charge nothing extra.
e We can better afford to keep accounts than
to kill them.
The service pays our clients best
is the service that best pays us.
"vV e have written a book about this
New Way-a book that tells what it has
done. Every man who spends a dolli'r
in advertising owes to himself its peru-
sal. The book itself is a brilliant exatilple
of our advertising powers. Please send
this coupon for it.
; A Reminder !
J =
J To Send to Thomas. New York or J'
for their "The New Way in Advertialna'."" ,
' J
-----------------------------------!
Please state name. address and business. Also':
the position that inquirer holds in the business. :
------------------
LORD & THOMAS
NEW YORK
SECOND NAT'L BANK BLDG.
FIFTH AVE. and 2Sth :ST.
I
NEWSPAPER, MAGAZINE
" AND OUTDOOR
A.D,VER TISING
cmcAGO
TRUDE BUIUDING
67 w
Both our eq.uallr equipped departme,nt} an'd the two cop!lected
'l'hus. they operate<.asthough all. men;ln both offices were under a smgle roof. Address the office
- . -- . - .. - . - ;- --. :-.: - -r . _, -. _.
'...
I
- ........-
;_--:> '"
