turbine and dynamos. Now, with no more water, no more power, it

runs a large manufacturing plant.

We think of that steam when we see wasted advertising power.

And we see it everywhere – hundreds of examples. Enormous

potentialities – millions of circulation – used to turn a mill wheel.

While others use that same power with manifold effect.

We see countless ads running year after year which we know to be

unprofitable. Men spending five dollars to do what one dollar might

do. Men getting back 30 percent of their cost when they might get

150 percent. And the facts could be easily proved.

We see wasted space, frivolity, clever conceits, entertainment.

Costly pages filled with palaver which, if employed by a salesman,

would reflect on his sanity. But those ads are always unkeyed.