ADVERTISING

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course  to  pursue  is  obvious—advertise  in  the
papers  he  takes,  and  at  the  same  time  cultivate
his  friendship.  Get  to  know  him  personally
and  intimately,  and  seek  to  do  him  favors  when
the  opportunity  offers.
The  educated  and  better  class  of  people  demand ­
  all  the  luxuries  and  the  nicer  things  that
the  markets  of  the  world  afford.  In  addition
to  their  native  language,  they  have  been  taught
to  speak  French  and  most  of  them  use  this
idiom  as  frequently  as  they  do  their  mother
tongue  and  have  perhaps  at  various  times  in
their  careers  lived  in  the  capitals  of  Europe.
Their  tastes  are  most  modern.  They  demand
the  best  and  have  the  money  to  pay  for  it.
Obviously  it  is  a  comparatively  simple  problem ­
  to  reach  this  class.  In  each  Latin  American ­
  country  are  to  be  found  numerous  weeklies ­
  and  monthlies,  most  of  which  are  well  got
up  typographically  and  profusely  illustrated,
which  are  an  excellent  medium  for  placing
one  in  direct  touch  with  this  desirable  portion
of  the  purchasing  public.  They  also  take  the
leading  metropolitan  dailies  and  these  papers