An Advertisement "PULLS" with very little FORCE unless, by some peculiar type or by a fanciful arrangement of display type, or by an apt illustration, it presents features which distinguish it from the crowd of its fellow and compels instant recognition from the eye of the reader. The advertisement itself, no matter whether the circulation given to it is much or little, is like the cornerstone of a building—it must be strong—or the whole structure which is built on it is weak.
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