Word: testimoniale
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After duplicating his Tribune circulation success with the Patterson-McCormick New York Daily News (largest in the U. S.), Circulator Annenberg was put in charge of circulating Liberty when it was founded in 1924. Later he was given the general managership. That meant supervising the sale of white-space as...
Maine has been a Dry State for 75 years. Arthur Robinson Gould was elected in 1926 as one of its Dry Senators. Last week Senator Gould, 72-year-old Yankee, was involuntarily shown to be not so Dry as many of his constituents had supposed. The revelation came during a...
Famed among world department stores is Harrods, of London. Here shop Britain's King and Britain's Queen. Here come Her Majesty of Spain, Her Majesty of Belgium, many a Lord and many a Lady. Not quite so large as Selfridge's, Harrods admits no superior in...
The testimonial dates back to advertising's patent medicine era. Familiar in the old days was the tale in which an ailing person, having "taken two bottles of your marvelous remedy," was quickly restored to blooming health. Later, as the conscience of advertisers and the standards of publishers improved...
Good, Bad. It should be noticed that even Mr. Hollister distinguishes between the good testimonial (unpaid for, voluntary) and the bad testimonial (bought, solicited). It is difficult to see how any publisher can question the advertiser's word concerning the legitimacy of testimonials and it is even more difficult...