A medium which has recently increased in importance and use is the calendar. Calendars are universally distributed and are seen everywhere. Formerly they were confined almost exclusively to the insurance business, later they were extended to railroads and banks, while at present, they are used by manufacturers, jobbers and retailers. They are generally used to advertise a firm rather than a product. Calendars may be divided into two classes, office and home. The mounting of an office calendar should be plain and simple, without pictures or illustrations, and with the- days and numbers displayed in large type so as to be easily seen across a Essentials Large room. The wording should be limited to the name of the advertiser, and one or two simple forcible statements about the high standard of his business methods, or the goods made or distributed. The calendar for home use is of a different character. The mounting is more or less artistic and fre 296 ECONOMICS OF BUSINESS Quently coloring effects are used to advantage. Many exaggerate the display and by so doing decrease the value of the calendar for advertising. It should always be born in mind that the chief value of the calendar is its mission to serve as such. The display should be at Essentials. . . Tractive with the days and numbers in sufficiently large type to be read at a distance. Many calendars lose a large part of their advertising value by having the calendar in small type, and in an inconspicuous place. Many of those so made are not preserved, and at an early date, find their way to the waste-paper basket....

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