"Uneeda Biscuit" itself, with the millions of trust money behind it, can keep up the Publicity bluff better than it can afford to admit the mistake of starting it.

But there are unwilling admissions of a Change of Heart, in such of their advertisements as "The Food Value of a Soda Cracker," and other recent "type" copy.

Where is that meteor of General Publicity, "the Cremo Cigar," which one-time flashed across the horizon of Advertising, with its million-dollar outlay for Bill-Board display in Newspaper space?

It, too, has gone into eclipse.

Study the Ivory Soap advertising of the present and watch it for the future.

You will find in it, month by month, less pointless picture, and more "Reason- Why," though its Advertising Sponsors will hate to admit the change of attitude their later experience has compelled.

Pears' Soap no longer says "Good Morning," nor quotes, in place of it, any other catch-phrase. Yet, their once famous line is enshrined forever in the minds of old Fogy Advertising Men, who swear by the Pears' catch-phrase. but who never buy Pears' Soap as a result of it.

Meantime such Stars in the firmament of General Publicity, have lighted the way to ruin for a few dozen flocks of Sheep who thought they were following reliable "Bellwethers" when they were only following Fads.

And, every new Fad, started in a large way by any big Advertiser (who has money enough to burn a big Bluff, and pride enough to sustain that Bluff till he can quietly change his play), will be applauded, copied, and "advised" by those who do not themselves understand the Compass, and so must follow the lead of others as incapable as themselves.

But, "is there," you ask, "any reliable Compass by which an Advertiser's barque may be safely steered to success?"

There is, Reader, a Guide practically as reliable to the Advertiser as is the Compass to the Mariner.

Its guidance is not based upon mere Opinion, nor on Guess-work, nor on blind following of the Blind.

It is based upon carefully tabulated Results derived from Actual Tests made with different kinds of copy, in different mediums, compared year after year on scores of different Advertising propositions.

By this means the exact earning power of each piece of Copy, may be told by the number of Inquiries it produced for a given cost, and the number of direct Sales that resulted from the Inquiries.

Not only this, but the relative earning power of each publication is thereby accurately revealed by the Cost of Inquiries and Sales, through each particular medium in which the same copy is run, without regard to mere circulation claims.

The results from any one Mail-Order account using a given kind of copy, might only indicate the effectiveness of that kind of copy for that particular article.