The Birmingham age-herald., 1914-04-19

This is the day of inside information, says the New York Sun. The Vesire for intimate facts. about people is no longer confined to politicians and persons ot either deep and mysterious eallings. In all branches of business the practical value of such data is recognized.
 A wholesale concern in Kansas City whose customers are scattered all over the Southwest has an exhaustive card in- dex of the rersonal foibles of its patrons ! For Instance, a reference to one card will show that Smith of Amarillo is strict church man and vigorous temperance advocate. The sales manager may also learn that Jones is a rowling enthusiast, who is not averse to an occasional nigh ball when business demands may be put aside with convenience.
 To take advantage of the store of in- formation thus gathered the sales force is composed of men of many tempera- ments Hawkins is a church man and having something in common with Smith tof Amarillo. finds him an easy customer. Burns. salesman of quiet sporting pro- olvities, handles Jones with ease. And so on through the rest of the force. By detailing men of the right characteristics 1t is often possible to make sales when less congenial salesmen would find them- selves up against the wall of customers idiosyncrasies.
 Phelps, who writes for the magazines, has learned from experience that one ed itor is particularly to the point of being finicky about the neatness of manuscripts. Consequently anything intended for him he prepares with infinite care. His card S'tndex tells him that certain associate editor rather favors the author who ac- companies his manuscript with a short. cheery personal note Phelps does not faltto take advantage of this.
 The author also knows through broth ef writer that the chief reader for re- view is bald and extremely sensitive on that subject. Therefore. when Phelps writes a story for that review he mas no , bald characters help up to ridicule. The w.ter adds daily to his fund of informa- ton and finds that his card index is quite as much responsible for his success as writer the quality of material he 'fwrites.
 Freeman sells newspaper features verse, humor. sports and the ike-by mail. Experience has taught him the value of observing the personal charac- teristics of managing editors. He knows, for instance, that one will not read a form letter: that another is partial to let ters explaining in much detail the feature offered; that third contracts for all such matter at the beginning of the year. Such information enables Freeman to compete very successfully in an overcrowded field. The rules applies not only to sellers, but to buyers A fur dealing concern in Cincinnati through corps of corre- spondents, amasses a fund of informa- ton each year relative to the catch of -flr-bearing animals throughout it's con fributing territory. An eastern Kentucky correspondent furnishes the information that in certain neighborhood trappers are resorting to arsenic poisoning to in- crease the catch. Quality being endan- gered the fur buyers are especially eau tious with regard to skins from that sec ton. The furriers also know that very mild fall ir Michigan has lessened the kalue of belts from that region, so that prices offered may be rated accordingly Thelfrm's Information bureau, maintaine