The Birmingham age-herald., 1914-07-30
BUSINESS LETTER
 LAUDS NEWSP APER
Incorporated With Letters of Worlds Greatest Men as Best Example
 of Business Communication

A professor of Phillips academy, And over. Mass, in seeking for the most ex- emplary business letter, has selected as his choice one writes by Hart, Schaffner & Marx, clothing manufacturers. to customer. The subject of the letter is the value of newspaper advertising and in vital part of the letter a statement Is made that "advertising experts every where agree that local newspaper adver- Using is the best means of getting trade. An unusual thing about this business letter is its publication in connection with letters written by Swift, Pope, Addison Steele, Lord Chesterfield, Sir Walter Scott, Lord Byron, Shelley. Carlye, Macu- lay, Whittier. Lincoln Holmes. Ruskin and other great authors and statesmen. They are all bound together in little book called ''Selected English Letters
 The business letter which was thought worthy to be incorporated in this volume was taken from the files of the firm witN- out special preparation. Twenty-six or the leading business organizations of the country were invited to send samples of letters to Prof Claude M Fuess of Phil lips academy and the Hart, Schaffner x Marks letter was considered superior In a foreword, he characterizes the letter as .an admirabel example of the best type of modern business letter: courteous, lu- cid. and very much to the point
 The letter follows
 "Chicago, January 23 1913. '''rhe John R. Jones Company, Wiseon-
 sin.
 ''GentIemen: Tt is our impression that you make very little use of newspaper space. We may be wrong in that idea, but you ask for so few electrotypes and we see so few papers that we think you are not great believers in newspaper space.
 'Examples make the best arguments. and we are, therefore, mailing some news papers showing the use of space by mer- chants in every corner of the country. We believe the general conditions under which you operate are not different from theirs.
 "The fact that you asked the other day for a personal letter indicates that you believe In that form of publicity. There Is none better, providing you link 1t with newspaper copy. Advertising ex- perts everywhere agree that newspaper advertising, even where the medium is | only fairly efficient is the best means of getting trade.
 sIn the old days, the merchant depended I on his personality. his acquaintances. for i trade You know how times have changed how people read the newspa-
 pers. how men depend on publicity. how l they look in the daily paper not only for general news, but news of where to buy.
 When the spring season opens up we are going to take the liberty of sending 1 you some fine, new attractive newspaper l Illustrations, together with some copy particularly suited to your people. Ws l hope you will permit us to do this, and 1 that you will be willing to give us some | information about your trade. your news | papers, and the things you want to flea | ture especially. We shall be glad to have your ideas on the subject. It Is only be | cause we think you can sell more goodl under this plan that we mention it !, Yours truly.
 HART scHAFFNER & MARX."