338  SELLING  LATIN  AMERICA

avenues.  Another  element  which  militates
against  the  universal  use  of  the  “flash”  sign  is
the  fact  that  they  are  apt  to  get  out  of  order
and  mechanics  experienced  enough  to  repair
and  keep  them  in  operative  condition  are  not
numerous  in  these  localities.  It  therefore  follows ­
  that  for  some  years  to  come,  the  fixed
electric  sign  would  be  the  more  ideal  for  this
section  of  the  world.
I  doubt  if  any  business  house  in  any  part  of
Latin  America  is  really  familiar  with  the
value  of  the  follow-up  letter  system  such  as
we  use  so  satisfactorily  in  the  United  States.
I  am  certain  that  its  introduction  and  regular
use  will  be  found  profitable  in  developing  any
line  of  trade,  especially  when  intended  for
those  who  in  the  course  of  a  year  receive  comparatively ­
  little  correspondence.
With  regard  to  advertising  rates  the  Latin
American  publisher  is  becoming  more  consistent ­
  of  late.  Time  was  when  he  asked
$600.00  a  year  and  took  $60.00.  To-day  he
keeps  closer  to  an  established  price,  although
diplomacy  and  politeness  can  accomplish