342  SELLING  LATIN  AMERICA

added  a  new  two-color  press  to  its  equipment
and  as  he  was  very  intimate  with  the  editor
the  advertisement  appeared  in  red  ink  for  a
long  time  in  the  center  of  the  front  page  along
with  the  foreign  telegraphic  news,  columns
being  broken  for  the  purpose.  No  extra
charge  was  made  for  the  service  and  the  owner
of  the  sheet  felt  that  he  had  done  nothing  more
than  exhibit  his  high  regard  for  the  gentleman ­
  from  the  North.
Before  preparing  your  copy  for  Latin
America  it  is  well  to  study  all  these  conditions ­
  and  see  wherein  you  can  take  advantage
of  them  for  there  is  no  denying  that  peculiar
opportunities  exist  which  if  profited  by  may
mean  for  you  and  your  firm  success  in  this  territory. ­

Once  you  have  decided  upon  your  copy  and
the  size  of  the  space  you  intend  using,  it  is
advisable  to  have  electro  cuts  made.  This
saves  time  and  insures  for  your  advertisement
a  uniformity  of  text  and  type  which  cannot  be
guaranteed  if  the  same  is  to  be  set  up  in  the
office  of  the  paper  for  each  issue.  When  these