Excerpt from Trade-Mark Advertising as an Investment
The lady who enjoyed Hamlet because as she said, "it is so delightfully full of quotations," revealed a state of mind common to all of us at times in reading. The amount of enjoyment or profit we get from what we read depends largely upon the receptivity already awakened in us by our practical knowledge of the subject treated. What we get out of any book is proportionate to what we are able to put into it.
The experienced advertiser who reads the accompanying monograph on trademark advertising will find in its arguments and conclusions merely the formulation of his own tacit knowledge. The greater part of the matter here presented has been used by the writer for some time past in the form of typewritten briefs in soliciting business from advertisers.
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