essful representative salesman must have qualifications
that bring business, so the catalogue must have the essentials which
will insure successful results. These consist of appearance, paper,
printing, illustration, arrangement, description, goods, prices, etc.;
all of which must be thoroughly understood and intelligently carried
out, not only in the relations they bear to each other, but also in the
relations they all bear to the general effect and result.

The quantity to be issued is first decided, depending upon the number of
present customers to be provided for, and the additional quantity
required for extra circulation to influence new trade, which increase
depends upon the amount of new business likely to be done, and the
appropriation for which is usually determined upon a percentage of the
profits. Next in order for consideration, is the size of the catalogue.
The number of pages varies slightly, according as it is a spring or fall
issue, and any increase from previous issues is governed by the addition
of new stocks into the business. If new departments have been added,
additional space must be made in the catalogue to provide for them. The
paper is next selected. The size of the sheet must be accurately
determined and the weight fixed, having due reference to the weight of
the book when completed, as the postage for mailing is an important
factor in the cost, and an extra ounce over weight might mean a great
additional expense. The inside paper should be light but strong, and of
such a color and finish as to produce the best effect with whatever
character of cuts are used in illustrating. Particular attention must be
paid to the cover paper, it must be of suitable weight and color and of
a high finish, capable of producing a superior cut in colors, and extra
strong, in order to stand handling. Tons of paper are required for the
issue of a catalogue, which is usually bought direct from the mills,
being manufactured expressly to order as to size, quality and finish
specified, and delivered as required.

The cover design must be decided upon early, giving the artist time to
fully complete his drawing, and the engraver time to execute his best
work. It must also pass through experimental stages with the printer,
possibly proving in a variety of colors, criticising and comparing,
until the best effect is secured and selection is made; and to do this
and work off thousands of covers, and have each one perfect, the