People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted

The time has come when advertising has in some hands reached the status of a science.

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

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

Changing people's habits is very expensive

We cannot go after thousands of men until we learn how to win one.

The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action