Business & Finance: Lessons

Having perused the 928-page "Golden Jubilee" Sears, Roebuck & Co. catalog lately mailed to 6,500,000 customers, Printers' Ink last week marked three lessons for the average advertiser:

1) Though the occasion was its Soth anniversary, Sears devoted less than one-tenth of 1% of the catalog to talking about itself, "which might be a good proportion to keep in mind."

2) Though it is necessary to describe mail-order merchandise in great detail, Sears provides "more information than is ordinarily available in the personal transaction."

3) "Nowhere in the volume is merchandise represented as a means to...

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