name, post office, and State or
Province, state how much money is enclosed, how and where they want
goods shipped, and, if goods are ordered by mail, to enclose sufficient
extra for postage and, where necessary, for insurance or registration.
They are requested to send remittances by express order, post office
order, or other safe means, and cautioned against sending by
unregistered mail; to order by number and page in catalogue, and, when
requesting samples sent, to state definitely what is required, color,
quality, price, etc., so that a suitable selection may be forwarded.
Where goods for any reason are returned, they are specially reminded to
put their name on the parcel, so that it may be identified at once. They
are encouraged to order by freight where possible, to economize on the
charges, and to club together with other customers in ordering, for the
same reason. They are told definitely what to do in case of delays,
complaints or exchanges, and sufficient information is given and
classified in such a manner that, if referred to and made use of as
intended, there is very little liability of any serious difficulty
arising. It won't do to take it for granted that customers always
understand what to do. They must be reminded of certain requirements
under certain conditions, and largely educated in this direction, and,
therefore, instructions to shoppers by mail bear no unimportant relation
to the business, and must always be clear, intelligent and complete.

The general arrangement of the catalogue should be studied, with a view
to having departments of a similar character grouped together, thus
assisting in the general effect.

Economy of space should be studied on every page. While cuts should, as
far as possible, be of uniform size, yet they must be no larger than
actually necessary to show goods properly, as space occupied by cuts
larger than are needed is money wasted. Position and arrangement of cuts
can be so studied as to greatly reduce the cost of space. Printed matter
must be set close to cuts, and while type selected must be clear and
easy to read, yet it must not be large. An understanding should exist
with the printer that the matter must be set to save space wherever
consistent, and any carelessness or neglect in this respect should be
observed and effectually stopped at once. A saving of five pages in a
catalogue by watching the size of cuts, their arrangement, the setting
of the type, etc., if the