Evening capital. (Annapolis, Md.) 1884-1910, 1906-03-26
ART Of CIRCULAR MAILING
No Longer Done By a Hit or
Miss Method
SECURING THE NAMES

NA0hA ~ sA3A AAh - AH4fNAN a AaAtNs
How are advertising letters made
20 strike home so accurately? In
ways altogether simple and logical
when you know them.
To make HIS advertisement hit
cleanly, the advertiser begins with
your name and address. That is the
key TO his whole system getting
you on his mailing list in your prop
er classification
The business of securing names
and addresses is now carried on
separately by large concerns. that
furnish to advertisers lists of any
sort desired, from one including
$50, 600 farmers vest OF the Miss
lssippi River to another enumerat-
Ing 1000 persons in a given State
who have automobiles.
10 YOU wish 90 advertise baby
carriages to families with babies?
The advertising list concern will sell
you the names and addresses Of TO-
600 families in a certain city who
have children under two years OF
age incomes over $1,000
Are you a maker of artificial
limbs? Every day he Will furnish
yoa q list Of persons throughout the
country who have lost arms or legs.
Are YOU in the musical line? You
can have lists of persons anywhere
who play any sort of instrument,
from the gently blinking mandolin
to the strenuous bass drum.
Such lists are obtained in various
ways TO set 100000 farmers in a
certain territory the address special
lists usually go to county tax lists,
where names and addresses are &C
cugato ANA complete At such a
so trcc IL Is also possible TO grade
the names according to income, esti-
mates being made by the amount Of
property on which each person pays
taxes
Among lists of this character you
can purchase the names and adj
dresses of 10000 retail grocers,
$4,000 physicians, $4,000 -four
mills, or any other general classifi-
cation desired.
Advertisers are regular readers of
certain information in newspapers,
such as deaths, births, marriages,
accidents. Every birth means cent
or two to the list concern, which
forwards It TO a baby food manu-
fGcturer.
Five cents is paid by a manu-
facturcr Of artificial eyes for every
report Of the loss Of an eye Even
deaths are matter Of traffic, for
families bereaved are canvassed by
the maker OF memorial cards. Some
advertisers put names of this char
acter away for a year. until the ex-
penses attendant upon death have
been met BIS tho family, and then
approach the survivors with a prop
ositi0n to erect a monument.
1t is easier to get lists of persons
who own pianos, stoves, organs, ETC.,
or who play certain musical instru-
ments The advertisers employ chill
dron during school vacations. paving
them for filling out blanks with
correct names and addresses of fam
lilies in their own towns, giving
name OF piano, make of stove and
number, musical incliDations, num-
oet ana "ses @ chslafeh' etc.
Purcaase any sort OF article by
mail those days and your name be-
comes valuaGle commodity to be
sold to other mail order houses, be
ing rated largely according to the
nature and amount Of your pur-
chase Ia this accurate classifica-
ton OF people according 10 proper
~ occupation, personal tastes and
family, therefore, It is at once APP
parent that the old method Of blind
y sending oat circulars to names in
city directory is hit and miss pro-
ceeding and Ta5teiul.
MAIL advertisers have also gone
iaG In the err o. mailing circulars.
Formerly they we're dumped into the
post Office Whenever ready to be
sent with litJle regard for the time
clrcplers would be pat into the adj
drosaees' hands. But now the ar
rival OF an advertisement IS carefully
timed by the discriminating.
Monda is day universally
biggest mail Of the week that day,
and all advertisements are sorted
out rapidly and cast into the dread
been foand BY careful experiment
the country over. is the day when