The trend of everything in the business world to-day is specialization.
To my knowledge, there has never been a book written on the subject of
posting. I believed there was room for one—that such a book would be
welcome to advertisers, and that such a popular form of publicity as
posting should have representation in advertising libraries. That is the
only possible excuse I have for offering this volume to the advertising
world.
There are so many forms of advertising to-day that have proven successful
that no one would have the temerity to stand forth and say that any one
medium is absolutely away and above better than any other medium. The
wise advertiser has found that no one medium is “sufficient unto itself,”
and that only by dove-tailing different mediums can the maximum of
results be secured.
The purpose of this book is not to decry any medium of advertising, or
place posting above all other advertising mediums, but to tell the truth
about posting, its advantages, why it has proved one of the best forms of
local advertising, and to give such information and crumbs of guidance as
have been gleaned from a ten-year practical experience with posting and
the expenditure of over a million dollars in that medium.
I trust that in the following pages the story I have to tell may prove of
profit to some and good, easy reading to all.
I wish to thank my many advertising friends who have given me help with
this book and encouraged me to issue it. May they not be disappointed!