ADVERTISING

34i

order  that  a  more  complete  insight  may  be
gained  as  to  the  advertising  disposition  and
temperament  of  the  public.
Position  in  the  greater  number  of  papers  is
an  unknown  quantity  and  its  value  little  understood ­
  or  appreciated.  Those  connected
with  the  journal  positively  do  not  realize  its
importance.  Even  if  a  definite  location  is
contracted  for  in  your  agreement  you  need  not
be  surprised  if  the  advertisement  appears  anywhere ­
  on  any  page.  This  is  not  done  to  antagonize ­
  you,  but  is  due  to  the  fact  above  mentioned. ­
  Attempts  to  deduct  for  wrong  position ­
  in  making  payments  generally  start  all
kinds  of  trouble  and  result  in  caustic  editorial
comments.  Here  as  in  all  things  in  Latin
America,  friendship  counts,  and  if  you  have
taken  the  precaution  to  get  on  the  right  side  of
the  editor  and  the  make-up  man,  you  can  have
your  choice  of  positions.  I  know  of  a  representative ­
  who  was  advertising  a  well  known
American  mineral  water  in  South  America
three  years  ago.  One  of  the  dailies  in  which
he  was  doing  much  display  work  had  just