There are many well established firms who will not advertise in the
newspapers at all. They believe that the same amount of money spent
in circulars, catalogues, etc., sent direct to the persons whom they
desire to reach, pays better than newspaper advertising. This is more
direct, and affords the advertiser the opportunity of setting forth
his claims more fully. Circulars, cards, catalogues, etc., also afford
a means for the display of taste in their typographical arrangement
and appearance, and often times this has as much to do in making
an impression on the person who receives it, as the reading matter
contained therein. The printed circular goes out to the public as the
representative of the house; it should, therefore, in order to command
attention and respect, have about it, an air of appropriateness and
attraction. Such a circular will perhaps be carefully preserved for
years, while another which was of not enough importance, apparently,
to the proprietor or firm issuing it, to command their taste and
skill, will soon be thrown aside as of no importance to the person
receiving it.
Several circulars must often be sent in order to command the attention
and secure the custom of a person. Where circulars referring to the
same article are repeatedly sent out, the attention of the person who
receives them is likely to be arrested at last, and his response may
be made in the form of an order.
Perhaps thereafter he becomes a constant customer, buying himself, and
recommending his friends to do likewise.