t must be
good printing. It must be attractive printing. It is the indication to
the people whose eyes it meets of the work of the house it advertises.
Few people want to buy badly made books; and, unconsciously, if a
circular or catalogue is commonplace and badly printed, those
qualities will be attached to the book advertised. And it is quite
true, on the other hand, that the distinction and comely appearance of
a circular will prejudice in favor of the book. Moreover, a circular's
service can be rendered only when it attracts attention, and what is
spent in aiding it to catch the eye, through making it artistically
beautiful and printing it in color, will bring its return and more in
the added efficiency produced. There are, doubtless, people who would
not be affected by bad printing, but people of taste, the people who
most influence the sale of books, are sure to be antagonized.

Probably, the most useful circular of all is the little leaf or
"slip" circular. It is printed on both sides, and is inserted between
the leaves of books of similar interest to the one it advertises,
usually about three to a book. It is made the size of the ordinary
business envelope, for it is also used in direct circularization of
lists and as an enclosure with bills, statements, and sometimes with
general correspondence. Often, when advertising two or more books, it
has four or even eight pages, though the latter makes it almost too
bulky for insertion in books. These larger circulars have an order
form attached giving the list of books, and a place for the name and
address of the prospective buyer,--a device to make it as easy as
possible for him to order his selection. When such circulars are
inserted in books either the order form is left off, or something
substituted in its place, for, as can readily be seen, the order form
is a bid for direct business by the publisher which would naturally be
obnoxious to the bookseller. Larger and more elaborate circulars than
these as a rule are used only for direct circularization. The subject
of circularization is much too important and complicated to be
exhausted in a few paragraphs, or even in an extended article. Enough
has been said here, however, at least to suggest the circular's field.

The next problem in publicity to be taken up is the poster. The poster
has had its ups and downs, and in some quarters is a somewhat
discredited form of advertising, but it has its value. The
bookseller