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 un 
derstood 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 any 
where on any page. This is not done to antag 
onize you, but is due to the fact above men 
tioned. Attempts to deduct for wrong posi 
tion 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 repre 
sentative 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