rkings of the firm. He must be
familiar with the history of the business, its progress and development.
While he may not require to know the exact amount of money made, yet he
must know which departments are weak and which are strong. The strength
of the best departments must be maintained and increased, and the weaker
ones built up. He should know what the goods cost, where made, how
bought, etc., and receive the hearty cooeperation of the buyers, to
obtain the necessary information to write up his appeal so as to secure
a hearty response from the buying public. He must give an individuality
to the store advertising, and see that every advertisement is backed up
honestly, every promise fulfilled, and that the information he gives
the public is absolutely true. He must keep on file a complete record of
all advertising, and should keep in constant touch with each
department's daily sales, with a view to continual comparison with
previous records. He must know what other stores are advertising and see
that his prices do not run higher than competing figures. All window
dressing, wagon cards, display cards and interior decorations should
come under his supervision. He must decide the amount of newspaper space
for each department; and though heads of departments may take issue with
his decisions, yet, as head of the advertising, he does what he thinks
is best, usually giving space according to the money-making abilities of
the departments. He must understand the goods he is advertising, know
all about their uses and superior qualities, go in amongst the
salespeople and customers, and talk with them, in order to write
convincing money-bringing, trade-building advertisements. Copy should
be submitted by departments at least two days before advertisement
appears, in order that he may give it proper attention, prepare the cuts
used in illustrating, have his copy to the papers early, proof carefully
read, and any corrections made. He must study the character of his
illustrations, the display part of the advertisement, and having secured
a distinctive cut or style of the firm name must stick to it, as it adds
an individuality to the advertising. The type used must also be
selected, usually good, clear and legible, easily read, but
characteristic, so that it distinguishes his Ads. from all others, and
advertisements should always appear in the same position on the same
page, so that the public know just where to find them. He must n