*An advertising man who had been reared in the closeparing, department store school where the advertising expenditure was fixed at 3 per cent, of the total sales, was called into a newly established manufacturing business. Upon being given access to the books, he was appalled to find that, whereas, the total sales for the previous year the fourth of the company's existence were not quite a quarter of a million dollars, the advertising appropriation for the current year was $50,000 just 21 per cent, of the sales. His first thought was that he had been called to assist at an autopsy, for these figures would spell ruin with a capital "R" to the department store, and he made remarks to that effect at his first conference with the president. The latter reassured him with a smile. "We are inventing *Printcr9 Ink, July 18, 1912, p. 3. Our money," he said. "Remember, this is a comparatively new concern and among other things it must have to succeed is good-will. It must buy that just the same as if it were buying bonds to return not to-day or to-morrow, but years hence. Good- will to us is even more important than machinery and raw material, for it would profit us nothing to make goods Gnerl reputilioa Turn Which we could not sell. So just as we invest a part of our capital in machinery, tools and material with which to make a product, we put part of it into good-will to help sell the product....

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