Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

Impressive claims are made far more impressive by making them exact

The weight of an argument may often be multiplied by making it specific

Genius is the art of taking pains

Curiosity is one of the strongest human incentives

Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest