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PLEASE HAVE THIS BOOK AVAILABLE 
 
 FOR QUICK REFERENCE 
 
 DURING OFFICE HOURS 
 
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 GOOD 
 
 Advertisin 
 
 AND WHERE IT IS MADE 
 
 CHARLES AUSTIN BATES I 
 
 VANDERBILT BUILDING, NEW YORK 
 
 
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 My business is the necessary one ot 
 selling goods by the use of type, 
 ink and paper. 
 
 It requires, first, a definite plan 
 made to fit the business under consid- 
 eration. The plan varies according 
 to conditions and the result desired 
 just as the plans tor a cottage and a 
 skyscraper differ in design and detail. 
 
 The ability to make a successful 
 plan, either in advertising or in archi- 
 tecture, must come from training, 
 experience, and perhaps some natural 
 aptitude. 
 
 A business man uses law, medicine, 
 architecture and advertising. 
 
 The wise man buys what he needs 
 of the training and ability of special- 
 ists in each line and so leaves his time 
 and mind free for the practice of the 
 
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 things for which he is fitted by his 
 own aptitude and training. 
 
 A good working plan secured, the 
 rest is detail — but it is important 
 detail, the execution of which calls 
 for a technical skill that is acquired 
 only by long and studious experience. 
 No matter what natural ability a 
 man may have, a knowledge of types 
 and inks; of engraving, electrotypes 
 and presses; of drawing and painting 
 and writing; of newspaper rates, cir- 
 culations and values, is not born with 
 him and must be secured by either 
 training or purchase. 
 
 The fact that no one man can 
 possibly learn and know all of the 
 details of all of these things is the 
 force which has led me to gather 
 around me the staff" and equipment 
 
 
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 THE 
 
 YOUNG MAN 
 
 WHO 
 
 TAKES YOUR 
 
 C A R D I S 
 
 C H !•: l'. R- 
 
 FUL 
 
 AND 
 
 POI.ITE 
 
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 of which the pictures in this book 1 
 give evidence. % 
 
 It is the onlv equipment of its kind j 
 in the world. 1 
 
 And there is no least part of it I 
 that is not necessary in the operation | 
 of a really efficient advertising 
 agency. 
 
 I call it an advertising agency for 
 want of a more satisfactorv name. 
 
 We do all the work of the old- 
 style advertising agent, but the work 
 that we do that he does not do is the 
 most important of all. 
 
 His work represents twenty-five 
 per cent of the whole. 
 
 Ours is one hundred per cent. 
 
 We start with the proposition that 
 good advertising can be profitably 
 used in any business. | 
 
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 THE FINANCIAL END 
 OF THE BUSINESS 
 IS IN GOOD HANDS 
 
Any business can be increased by 
 some form of advertising. 
 
 And advertising means more things 
 than are usually considered. 
 
 When we say advertising w^e mean 
 anything which brings to possible 
 customers a knowledge of the facts 
 about the business. This may be 
 done by word of mouth, by letter, 
 by printed circulars, by newspaper 
 space, bulletin boards, street car 
 cards, signs, or otherwise. 
 
 The first thing to find out is the 
 kind of advertising required by the 
 business under consideration, and the 
 quantity of such advertising that can 
 be purchased for the amount of 
 money available. 
 
 Our prospective customer knows 
 the kind of business he wants, and 
 
 
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 THE G E N E R A L 
 MANAGER IS THE 
 MOST MODEST MAN 
 ON THE PLACE 
 
u 
 
 the amount of cash he is willing to 
 devote to its acquirement. On these 
 facts we base our plan. 
 
 Our prospective customer comes 
 to us with the facts about his goods, 
 his methods and his advertising 
 appropriation. We pump him for 
 all the information we can get. 
 When we feel that this information 
 is reasonably complete we study the 
 proposition and outline a definite 
 plan completely, down to the small- 
 est detail. 
 
 This plan, in writing, is submitted 
 for our client's approval and is then 
 subject to his criticism and we are 
 open to any suggestions for its better- 
 ment. 
 
 For the work so far we make a 
 reasonable charge, and at this point 
 
 
 i : 
 
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 ? : 
 
 ;.3 : 
 
 9 
 
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 our client is free to take his plan and 
 have it executed elsewhere, or not to 
 have it executed at all. 
 
 If our plan, or a modification of 
 it, is adopted, and we are given the 
 order for its execution, the amount 
 of the fee charged is credited on the 
 first bill for work executed. 
 
 After the plan is approved, the 
 specifications and all the information 
 available are transferred to our liter- 
 ary department. 
 
 In this department eight writers 
 are available, and the necessary 
 writing is done by the one whose 
 training best fits him to handle the 
 matter in hand. 
 
 In this department is a pretty 
 
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 comprehensive library ot books, trade 
 papers, catalogues and advertising 
 matter of every description. It is 
 hardly possible that a subject can be 
 presented on which there is not on 
 file considerable information. It is, 
 in fact, rather unusual that a subject 
 is presented on which we have not 
 already done satisfactory w^ork. 
 
 From the literary department the 
 work passes to the art department 
 for illustration, if illustrations are 
 needed. 
 
 In this department six artists, each 
 with some particular and distinct 
 ability, work under the direction of 
 a competent head. As shown in the 
 
 
 
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 THE 
 
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 ARE 
 
 SEEN 
 
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 t 
 
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 pages of the leading magazines and 
 trade papers, their work speaks for 
 itself. 
 
 The first work of the art depart- 
 ment is to make preliminary pencil 
 sketches which, with the literary 
 matter, are sent to our client for 
 approval or suggestion. Anything 
 which at that time seems unsuitable 
 or undesirable may be changed, or 
 revised, or may be rejected altogether, 
 when an entirely new substitute is 
 made. 
 
 When both matter and designs 
 have been approved and our client's 
 O. K. with his autograph appears on 
 every piece, finished drawings and 
 engravings are made. 
 
 According to the nature of the 
 work, the completed engravings and 
 
 ■1 : 
 
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 1 
 t 
 
 I 
 the copy go either to the magazine j 
 
 and newspaper department or to the j 
 
 printing department. 1 
 
 Th( 
 
 .nd 
 
 le newspaper ana magazine 
 department is in charge oi a man 
 who knows the rates for space so well 
 that we are satisfied to write in our 
 contracts for such work, a positive 
 guarantee that our client, in no case, 
 shall pay more for the space he uses 
 than is paid by anyone else under 
 like conditions, and that if at any 
 time it can be shown that anyone 
 else does pay less we will make good 
 the difference in cash. I think there 
 can be no stronger guarantee, and I 
 think that this guarantee definitely 
 
 
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 I:.:: 
 
 disposes of the question of '' who 
 gets the lowest rates ? " 
 
 If our client's work calls for news- 
 paper and magazine space, the 
 engravings and copy are handled 
 from this department, and the client 
 has no detail to look after except the 
 detail of paying his bill promptly. 
 
 If the matter is to take the form 
 ot circulars, cards, letters, booklets, 
 catalogues, or any of the many other 
 forms of printing, the engravings and 
 copy go to the printing department, 
 which is fully equipped for the execu- 
 tion of such work as we do. 
 
 In this department the work is of 
 sufficient volume to permit us to 
 have made for our exclusive use, 
 various qualities and colo-rs of paper 
 and cardboard which are not available 
 
 
 3l 
 
 giiliiiiiiii^^ 
 
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 EACH CLIENT'S MATTER 
 IN A BOX OR AN EN- 
 VELOPE READY FOR 
 INSTANT REFERENCE 
 
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 THE 
 
 FILES 
 
 AND 
 
 SAM- 
 
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 PRINTED 1 
 
 THINGS OCCUPY 
 
 CON- 
 
 SIDERABLE ROOM 
 
 
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 HAVE PLENTY TO DO 
 
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 to other printers, and which give our 1 
 client's work a distinctiveness which 
 adds materially to the force of the 
 advertising. Of some varieties of 
 paper and cardboard we are perhaps 
 the largest consumers in the country, 
 and we carry these particular things 
 in stock in larger quantities than any 
 jobbing paper house in America. 
 
 With the copy and engravings the | 
 printers receive instructions, either 
 from the literary or art department, | 
 as to what is required in the way of 
 type, ink and paper, and proofs are 
 not sent to our client unless they are 
 definitely requested. 
 
 From the printing department the i 
 finished work is sent either to our I 
 
 
 9 
 
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 T H E 
 
 E N G R A \' 
 
 INGS 
 
 AND 
 
 ELECTROTYPES 1 
 
 R E Q^U I R E 
 
 S Y S- 
 
 T E M 
 
 A T I C C A R E 
 
 ■a■l^,■.■v>l■;.■l;^^^ji■^.■■J■:::u■;;,:^:J;>lAl..^:/:i^^,^.l;:x^^■^:iUa■^iU,ili^Xj.■■,.^i 
 
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g 
 
 client or to our own addressin 
 department. 
 
 In this department we are prepared 
 to furnish lists of names for all pur- 
 poses, and here also we keep on file 
 the lists supplied to us by our clients 
 for the execution ot their work. 
 The lists of each client are kept 
 separately, and the names on one 
 list are not available for use on 
 another. The lists supplied to us 
 are always the property of our 
 clients, and the information contained 
 in them is regarded as strictly con- 
 fidential. 
 
 Mail matter for these lists is 
 addressed at the required time and 
 either mailed promptly at the New 
 York post office or sent, by express 
 or freight, so that our client may 
 
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 ^^B^^rm* 
 
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 WORKS 
 
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 Q 
 
 have the matter dropped into his 
 own post ofRce at the proper time. 
 
 The output of this department is 
 measured by millions every year. 
 
 The point that we try to impress 
 upon business men is that we are 
 fully equipped in every way in every 
 department for the execution of any 
 and all kinds of advertising. 
 
 Everything in legitimate advertis- 
 ing is in our line, and we have the 
 ability and equipment to handle it 
 properly. 
 
 As the business has grown it has 
 been found expedient to locate 
 branch offices in some of the larger 
 cities to facilitate our work with 
 present clients and to enable us to 
 get promptly in touch with new 
 ones. 
 
 li 
 
 
 1: 
 
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■ ■■■ ■ ■■ ■■■ ■■■ ■■■ ■■■ ■■■ ■■■ ■■■ ■'■ ■■ ■■ ■■■ ■'■ ■■■ ■'■ ■'■ ■■■ ■ 
 
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 • ■■•Italians iiaiiaii ■ 
 
 
 No 
 
 •k 
 
 ited 
 
 worK IS executea in any of 
 these offices, but the man in charge 
 of each one, being thoroughly 
 acquainted with our methods of work, 
 is able to explain them more satisfac- 
 torily than could be done by mail. 
 He is able also to get from our clients 
 the kind and quantity of information 
 that we require before we can do the 
 best son of work. 
 
 The location of these offices is such 
 that there is no point east of St. Louis 
 or north of Washington that is more 
 than a dozen hours away from us. 
 Within this territory we are ready to 
 go to any place, at any time, to 
 place our proposition before the man 
 who means business. 
 
K•y^^myHm>tl,f9^^(*y|^r»^M^^y*^(*^t^r9y*»f»y*fmyt«9^^vy*fr*yvrl*^rv^ 
 
 ■ 111 , 
 
 Cj, 
 
 THE MANAGER OF THE 
 CHARLES AUSTIN BATES 
 SYNDICATE DOES BUSI- 
 NESS WITH SEVERAL 
 THOUSAND MERCHANTS 
 
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 The Charles Austin Bates Syndi- 
 cate does business with thousands 
 retail merchants. Although it is 
 called a Syndicate, it offers a service 
 which differs from that of any other 
 advertising syndicate in the world. 
 It offers real help to the average 
 retailer in the smaller towns in pre- 
 paring effective and business-bringing 
 advertising, and this help is furnished 
 at a comparatively small expense. 
 
 An initial fee of ten dollars secures 
 the service, one of the greatest privi- 
 leges of which is that of buying cuts 
 at the cost price of sixteen cents each. 
 
 While this is an important part of 
 the service, it is not the entire service 
 as the ten dollars alone, without the 
 cut privileges, pays for help of an 
 invaluable kind to every retail 
 
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 THE 
 
 BUSINESS IS ONE 
 
 (^ F MUCH 
 
 C O 
 
 R R E- 
 
 S I' () 
 
 N D E N 
 
 C E 
 
 A N D 
 
 M A 
 
 N V D 
 
 \ T 
 
 \ I I. S 
 
: R;.-v., 
 
 merchant in the way of advertising, 
 good store keeping, window dressing, 
 changing from credit to cash, and all 
 the other problems which v^ex the 
 average retail merchant. 
 
 In addition to this particular ser- 
 vice the Syndicate also has a service 
 for larger retailers who desire special 
 cuts made for them, and who wish 
 special ads written for them. This 
 service costs more than the other 
 plan, but less than such helpful work 
 would cost by any other method. 
 
 The business done by The Charles 
 Austin Bates Syndicate, while small 
 in its individual items, is immense in 
 the aggregate. 
 
 The retail merchant is the bone and 
 sinew of this great country. Upon 
 him the manufacturer and iobber 
 
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 PROOFS OF 10,000 SYN- 
 DICATE CUTS FOR 
 RETAILERS RE(^TRE A 
 ROOM FULL OF SHELVES 
 
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 A BOOK OF 
 
 READY- 
 
 MADE 
 
 ADS IS 
 
 PRINTED 
 
 FOR 
 
 EACH 
 
 IMPOR- 
 
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 RETAIL LINE 
 
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 THE 
 
 SALE 
 
 OF 
 
 SYNDI- 
 
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 MATTER 
 
 TO RE- 
 
 T A I L E R S 
 
 DO I'B LES 
 
 T H I^ 
 
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 depend for the sale of their goods, 
 and it is therefore of the greatest 
 importance to these same manufac- 
 turers and jobbers that the retail 
 merchant shall be supplied with that 
 sort of advertising, which will help 
 him sell the most goods at the best 
 profit in the shortest time. 
 
 
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 ONE 
 
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 TONS OF CARD AND 
 PAPER STOCK ARE CUT 
 UP E\'ERY MONTH 
 
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 PHILADELPHIA OFFICE 
 DREXEL BUILDTNCi 
 
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 I) I-. T R O I T C) F F I C 1". 
 MAIESTIC Bl^ILDINd 
 
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 The Charles Austin Bates Build- 
 ing is in course of construction at 
 Longacre Square, New York City. 
 
 It will be sixteen stories high, and 
 when completed will represent an 
 investment of $250,000. It will con- 
 tain 35,000 square feet of floor space, 
 all of which will be utilized in the 
 different branches of the business, 
 described in the preceding pages. 
 There will be plants for engraving, 
 electrotyping, printing and binding. 
 There will be floors for the exhibi- 
 tion of machines, inventions and 
 manufactured articles of foreign and 
 domestic concerns which seek a 
 market in New York and surrounding 
 States. The exposition department 
 will act also as selling agent, and will 
 contract for the exploitation and 
 
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 actual sale of goods, by advertising 
 and otherwise. There will be room 
 in the building for about two hun- 
 dred exhibits of varying size. 
 
 It will be the only important 
 building in any city of the United 
 States the entire space in which is 
 devoted to the advertising business. 
 
 Not only will it be devoted solely 
 to advertising but to the business of 
 a single concern. 
 
 
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 iiiilliiliilliiiiiiillliiiiiiiiliiililiiiiiliilliliiillililll'ii 
 

 GOOD* 
 
 ADVERTIJl 
 
 d^nd Vr here it is m^de 
 
 CltARIFJ^ 41 /TIN BATEX