Business & Finance: Bad Names

Persons whose ears are attuned to advertising events last week heard a shrill, tinkling sound as a large advertising glass house was struck by a swiftly moving missile. The glass house was the elaborate structure of testimonial advertising currently so conspicuous. The missile was an attack on testimonial advertising launched by Frederick C. Kendall, editor of Advertising & Selling, fortnightly trade-paper. The damage, considerable, was difficult to estimate.

Three-fold was Editor Kendall s attack on testimonials. First he got an article from Earnest Elmo Calkins, famed literary critic and exponent of advertising.* Under...

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