There is popular applause for the Writer of catchy "General Publicity," which "attracts attention" even though it does not sell goods.
But, there is no applause for the Writer of prosaic Salesmanship-on-Paper which is forceful enough, and convincing enough to actually sell goods in volume.
This is one reason-why "Catchy" Advertising is so current, and true Reason-Why Salesmanship-in-Type so rare.
Another reason is the far greater cost to produce studied Reason-Why
Salesmanship-in-Type than to produce four times as much catchy "General Publicity."
A still further reason is that the Makers of "General Publicity" know they can never be held to account for definite results from the latter kind of Copy, because nothing definite is promised through it.
These are the vague nothings promised the Advertiser by the Makers of "General Publicity."
These are the fractional parts of Advertising he gets in return for an outlay which could have brought him back 150 per cent instead of 30 to 90 per cent of his outlay for Space.
Remember that Reason-Why Salesmanship-on-Paper will do all that "General Publicity" can do toward "Keeping-the-Name-before-the-People," "Creating a General Impression on the Trade," etc.
And, in addition to this, it can actually, positively, and conclusively Sell Goods, through Retailers (or by Mail), in sufficient volume to pay 50 to 300 per cent profit on the investment in Space it occupies.