ADVERTISING  339

much  toward  a  generous  reduction  on  his  first
quotation.  Local  dealers  always  are  given  a
far  better  rate  than  foreigners  and  before  doing ­
  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  notions ­
  of  propriety.  In  Peru,  there  is  a  mineral
water  known  as  “Jesus  Water,”  the  labels  on
the  bottle,  the  colored  posters  and  other  advertising ­
  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,