The president of a firm which spends several hundreds of thousands of dollars a year for advertising, which we prepare and place, said recently, at the end of a conference upon one of his products: "I used to think that all this talk handed out by advertising agency representatives was bunk,—and a lot of it is, because I have placed business through two other advertising agents and I have tried placing it direct, but I never made much progress until I employed the S. H. Cross Company six years ago. I feel now that I could have saved a good deal of money, besides having my business further along if I had met you five years sooner. In the interest of good advertising there should be some way whereby a business man can check up advertising agents and determine with greater accuracy the one best adapted to serving him."
We told him that there are a great many advertising agents in this country, many of whom are trying earnestly to serve their clients efficiently, but that since advertising agency service has developed into such a many-sided, complex work, it is difficult to get just the right combination of ability to make an efficient organization. We discussed the matter for some time, during which we gave this client much information regarding advertising agencies, and he finally insisted that if we would publish just what we had told him, it would be of great assistance to many manufacturers
