The wise advertiser and the wise advertising manager will use them and their accumulated experience and facilities in combination with his own experience and ability for making the advertising effective and far-reaching. Seventh, whether the advertising manager should write his own copy or originate his own designs for the various kinds of advertising which he is going to employ depends on the nature of the commodity which he is advertising. In many instances where the product calls for a peculiar kind of edu THE ADVERTISING MANAGER 479 Cational advertising the advertising manager can sometimes write better copy and originate more effective designs than the advertising agency, because of his long acquaintance w * tn tne pr uct an because he is in the atniosphere of the factory and in closer touch with To Ends the sales organization. In many other instances the agency can get out better copy and originate better advertising ideas than he can because it has made a greater study of the art of impressing the human mind with the desire to possess salable commodities. Eighth, the advertising manager should know the special adaptability of newspapers, magazines, and other mediums to his particular product. He should know enough to use magazines for national publicity and newspapers for localizing that publicity, bringing the consumer up to the door of the dealer. The advertising manager is the only man in the advertising business who is in a position to take a rational view of advertising. He is not selling space or circulation. The publisher's representative will talk circulation as though it were a tangible commodity. The man who is advertising a product and spending money for a corporation knows that he is paying for the opportunity to attract the attention of the readers away from editorial and news matter. He is simply buying a chance. The publisher can guarantee that his publication has a certain circulation, but he cannot guarantee that your advertisement will be read. Whether it will be read or not is largely up to you, and even then the "make-up man" May put your ad where nobody can see it. The advertising manager should make a study of all mediums. He should study their editorial character and learn if possible the kind of people who read the different publications. There is no other way in which he can judge of their value as distributing mediums for his particular product. You cannot always depend upon solicitors or representatives for this information....

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