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 fol 
lows 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 com 
paratively little correspondence. 
With regard to advertising rates the Latin 
American publisher is becoming more con 
sistent 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