Adman Bruce Barton (Batten, Barton, Durstine & Osborn) knows just how he sells products and ideas: "Say it simply, say it over & over, say it in one-syllable words." He rates the Lord's Prayer, the 23rd Psalm and the Gettysburg Address as triumphs of simplicity and brevity: each contains fewer than 500 words, mostly of one and two syllables. Last week Adman Barton was getting ready to turn out a new weekly column of personal and social comment for Hearst's King Features. It will be written in no more than 500 words, mostly of one and two syllables.
No newcomer to journalism,...
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