Sometimes the advertiser uses small ads, sometimes large ads. None are to small to tell a reasonable story. But an ad twice larger brings twice the returns. A four times larger ad brings four times the returns, and usually some in addition.

But this occurs only when the larger space is utilized as well as the small space. Set half-page copy in a page space and you double the cost in returns. We have seen many a test prove that.

Look at an ad of the Mead Cycle Company – a typical mail order ad. These have been running for many years. The ads are unchanging. Mr. Mead told the writer that not for $10,000 would he change a single word in his ads.

For many years he compared one ad with the other. And the ads you see today are the final results of all those experiments. Note the picture he uses, the headlines, the economy of space, the small type.

Those ads are as near perfect for their purpose as an ad can be.

So with any other mail order ad which has long continued. Every feature, every word and picture teaches advertising at its best. You may not like them. You may say they are unattractive, crowded, hard to read – anything you will.

But the test of results has proved those ads the best salesman those lines have yet discovered. And they certainly pay.

Mail order advertising is the court of least resort. You may get the same instruction, if you will, by keying other ads. But mail order ads are models. They are selling goods profitably in a difficult way.

It is far harder to get mail order than to send buyers to the stores. It is hard to sell goods which can’t be seen. Ads which do that are excellent examples of what advertising should be.