ADVERTISING 339 
much toward a generous reduction on his first 
quotation. Local dealers always are given a 
far better rate than foreigners and before do 
ing business with a paper it is highly advisable 
to find out by some means the price paid by the 
larger business houses of the place. This will 
serve you as a guide in determining what to 
pay for your space. It is always customary to 
run little “readers” in the columns especially 
if you have contracted for much advertising, 
and as these cost nothing, it is well to provide 
appropriate manuscript for them and insist 
upon its being used. 
Local copy in many sections of Latin 
America is far from our idea of what it should 
be and may appear a bit startling to our no 
tions of propriety. In Peru, there is a mineral 
water known as “Jesus Water,” the labels on 
the bottle, the colored posters and other adver 
tising showing Christ at the spring. 
A cognac company uses cuts, posters and 
large signs depicting the Saviour in the act of 
pouring out a glass of brandy and saying to 
Lazarus, lying in a coffin at his feet, “Lazarus,