THE

HE bright and cheery aspect of a grouping of Lloyd Loom Woven Furniture in your home is as refreshing as a cool breeze in the summer time. And as conducive to comfort. The famous steel wire center in every upright strand has its significance. For it gives unusual stability and uniformity to the weave, thus crowning comfort and beauty with permanence. And the loom, weaving thirty times faster than human hands, keeps down the price. Such a friendly conspiracy between quality and price to give you value, is a rarity indeed. Have this lovely furniture throughout your home! It comes in latest finishes and upholstering, matching any color motif-is shown in wide variety by your own dealer (name on request). Look for the Lloyd name plate the surety for those steel wire centers. The Lloyd Manufacturing Co. (Heywood-Wakefield Company), Menominee, Michigan. Canadian Factory: Orillia, Ontario.

For Long Years of Piano Satisfaction!

RE the qualities you admire in a cer

ARE

tain piano permanent? Or will that beauty of tone and that crispness of touch fade in a few short years? There is one way to make certain! Ask your dealer if the instrument is equipped with the Wessell, Nickel & Gross piano action. If so, you are assured of obtaining a quality-built piano for this action is found only in instruments of established excellence. And remember, the piano action is the mechanism that largely controls both tone and touch.

When you insist on the Wessell, Nickel & Gross action you obtain the world's highest priced piano action and all that this implies. Leading American makers have used this famous action for over half a century.

WESSELL, NICKEL & GROSS Established 1874 New York City

You can not find more interesting

or inspiring reading than the complete life of the greatest American allround athlete and athletic coach who ever lived-Walter Camp, the father of American football by Harford Powel, jr. KNOW what he did to develop his slender frame

and weak muscles, when a boy; understand his theory of winning football which gave Yale consistent victories over all other colleges for thirty years: learn how he outguessed the pitchers on opposing baseball teams; how Mr. and Mrs. Deland collaborated with him; and how he found the perfect partner for his work in his wife.

This is the first and only book which contains a clear history of American football from its start to the present day; complete lists of all ALL-AMERICA FOOTBALL TEAMS up to 1925; how to do the DAILY DOZEN, complete with personal directions by Walter Camp, its inventor. Price only $2.00 com plete; send ten cents for postage if ordering by mail. THE ATLANTIC MONTHLY BOOKSHOP 8 Arlington St. Boston

1

ORMULA and specification are key words to a good purchasing agent. Count, compare, measure and weigh; analyze for proportions and purity; test for stress and strain, efficiency and endurance.

Whether it is textiles or coal, chemicals or steel, paper or gold, the buyer is wary and meticulous.

And across the corridor at another desk sits the seller, sending to market the goods which are the sum of all these purchases.

Does the company sell with as much pains as it buys?

Granted that there must be in salesmanship a certain daring, a swift decisiveness, a touch of scorn for detail, a greater flair for human nature than for things material. Yet the average seller will do well to take a leaf out of the big book of the average buyer.

In his own department the seller must also be the buyer of one essential commodity-advertising space. Too often, when he is buying space,

he acts as if he were still a salesman. He ought then to be as hard-headed and hard-hearted as the P. A. Salesmen deal brilliantly in hunch, prejudice, anecdote, special pleading and large round numbers. When they come to the advertising schedule, they need to forget all that and face chill facts and stiff columns of digits. For some of them the strain is too severe. The consequent errors would be funny if they were not so costly.

The mania for millions of circulation is in part a reflection of breathless space buying.

Some products require mass advertising. Merchandising history has been made by the periodicals which reach millions. But like other history, it is marred by the mishaps of those who tried blindly to follow where they should never have been led.

Great classes of goods and services should not be advertised to the mass. Others should be advertised partly to the mass and partly to the selective class. Advertisers who sell as judiciously as they buy know these axioms. It is these whose copy you see in THE QUALITY GROUP-next to thinking matter.

THE ATLANTIC MONTHLY