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Sometimes items of a general nature may be used, but care should be exercised in not making their use too extensive. Everything should be written in a simple, conversational way, and should be so simply told as to be understood by the average reader. All technical terms should be avoided. The articles should be liberally sprinkled with good half-tone pictures relating to the important contents of the magazine. It is not advisable features. to b ur den the little publication with direct advertising matter, so keep the publisher's business in the background. The house organ to dealers should keep them posted concerning new ideas about the goods made or handled. A serious mistake is often found in always trying to sell. On the other hand, the dealer should be given advice and suggestions as to how to sell his goods. It is as important to the manufacturer as it is to the dealer to remove the goods from the shelves. Interesting articles by well-known men on management, Character- salesmanship, advertising and topics of general readin f interest to dealers arouse interest, and insure matter. the reading of the magazine. Good judgment should be exercised in selecting a mailing list. House organs are sent to regular customers as well as to prospective buyers. They should not be scattered broadcast or given out promiscuously. The house organ offers an opportunity to present in interesting form, facts and illustrations which educate prospective buyers to an understanding of the goods and of the house. A good house organ is an important factor in establishing confidence and getting new business. It is a new factor in advertising and its use is being daily extended....