eakfast
food, for example, whether it be on a bill-board, in a newspaper, or
in a circular, adds to the effect of every other one. The repetition
of the name, whether it be consciously or unconsciously observed by
the public, assists in forcing attention and thus interest, and
finally results in a sale. Half a million dollars can be spent in
making "Whipped Oats" a household word. Every dollar backs up every
other dollar, and the demand for Whipped Oats will last for years.
"The Return from Davy Jones," which can have at the very most say
$5000 spent on it, benefits the very least from the cumulative effect,
and the demand for the book is practically over in a year, especially
if it be a popular novel. Each newspaper advertisement of a book must
in fact bring returns to pay for itself, and this, of course, demands
the very cleverest kind of "copy."

Many elements enter into the popularity and sale-ability of a book,
but no one seems to know just what they are. Even the best and most
experienced readers fail to pick successes--let big books go by them,
and conversely praise volumes that turn out flat failures. Yet certain
things in the line of publicity can be counted upon to assist in
making a volume's success. The name of a well-known author is the best
asset a book can have. That gets it good advance sales and a quick
and appreciative attention from the book reviewers. In this respect,
nothing could better exemplify the New England homely proverb, "Sich
as has, gits." The work of publicity on a book by a well-known author
is easy, if care is taken always to bring that author's name forward
in connection with his previous achievements. This is especially true
in regard to newspaper advertising.

Doctors violently disagree over book advertising principles, and
possibly it is best to start by saying that there _are_ none and that
each book is a rule unto itself. Certainly a close and careful study
of a book's points and the class of people to whom it would likely
appeal, its "editorial qualities," is the only proper basis for a
campaign. For the average novel by a well-known author the main
problem is to let the world know it has been issued. Therefore, in
advertising in a newspaper, the announcement of the book's publication
should be made in such a manner that all the readers of that paper
will notice it. The campaign should start with what is technically
known as a "must be seen" notice. It is the publisher's busine