ADVERTISING 
335 
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 de 
mand 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 prob 
lem to reach this class. In each Latin Ameri 
can country are to be found numerous week 
lies 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