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 gentle 
man from the North. 
Before preparing your copy for Latin 
America it is well to study all these condi 
tions 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 ter 
ritory. 
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