The New York herald., 1921-02-27
Leon Rothier Finds His Choice
Z IL Il e

NA/ the fact on the part of the present
w generation, the old time book
agent. who until comparatively recently
was a familiar figure in all parts of the
country, is vanishing slowly from contem-
ming rod agent and the raucous voiced ven-
der of nostrums. who sold his salves and
various other compounds under the flare of
The gasolene touch, already have slipped into
oblivion
The increasing intelligence of both the
rural and urban population has done much
to eliminate the travelling quack doctor and
the lightning rod man from our social life.
But it Is the growth of advertisng-the
realization on the part of publishers that
books can be sold in greater quantities at
a lower cost through the medium of news
papers and magazines than by the use of
agents-that is responsible for the passing
of the last figure in the once familiar trilogy
of itinerants.
1t was only comparatively short time
ago that publishers commenced to learn how
to advertise their wares effectively-how to
appeal to the emotions and curiosity of the
book buying public Several nationwide
campaigns of publicity and advertising were
conducted very successfully. The phrase
finish this story for yourself" became, and
yertising slogans. The works of o. Henry.
KipIing, Mark Twain, Jack London. Du
Maupassant and other noted authors were
exploited according to modern commercial
practice and the results obtained were
effective. You cannot slam the door In
the face of an alluring magazine ad and
IL Is folly to set the bulldog on your favorite
newspaper just because 1t is attempting to
sell you set of short story masterpieces
NJ lua-
So, in the publishing business, as in many
other enterprises conducted along lines that
hermit of advertising, the printed word has
taken the place and usurped the function of
the personal salesman.
Both Romance and Pathos
In the Wandering Profession
There was a certain romantic and, at the
same time pathetic aspect to the wander
ing profession that practically has disap-
peared before the efficiency OF new com
merciaI methods Book agents for the
greater part we're either innocently young
or pathetically old. The field attracted
those who were starting out In life because
always it offered an opportunity to make a
living; and 1t was the refuge OF life's fall
ures who turned to It when there seemed
to be no other niche in the world wherein
they could fit.
There were a few agents who were fitted
by temperament to the arduous task of
selling books to people who were determined
not to buy them, and agents OF this type
found the business lucrative one. The
book agents who were successful, however,
probably could have reaped rewards as
great, II not greater. selling oil stoves In
equatorial climes. For the book agent gem
orally was considered a public nuisance and
he was given a greeting that accorded with
his reputation at the majority OF doors st
which ne knocked. He needed the cunning
of Machavelh to secure an opportunity
even to start his sales talk and before a
sale could be CLOSED" he must have re-
course to forceftsi and insIdious type OF
salesmanship.
Before an agent was sent into the field
he was thoroughly coached in the merits OF
the proposition he had to present and was
obliged to commit to memory various pat
ters" that might be used In selling his offer
ing who is there who does not remember
the type OF agent who lacked the faculty of
craftsmanship altogether? He may have
been young cherub checked college student
who sold books In the summer to pay HIS
tuition during the winter months at school;