. Electric railway journal . for Want and For Sale cards can bereceived on Wednesday for issue out on Saturday. ELECTRIC RAILWAY JOURNAL 239 West 39th Street, New York 44 ELECTRIC RAILWAY JOURNAL [July 7, 1917 Collier Service Produces the Cards That Pay Nothing looks simpler than a completed car card, yetfew things are more complex in the making. There is first the nature of the article—Is it of a kindthat can be profitably advertised in a card? Second—Has straight text or art work proved mosteffective with this particular article? Third—What colors and designs are most suitable? Fourth—How of
. Electric railway journal . for Want and For Sale cards can bereceived on Wednesday for issue out on Saturday. ELECTRIC RAILWAY JOURNAL 239 West 39th Street, New York 44 ELECTRIC RAILWAY JOURNAL [July 7, 1917 Collier Service Produces the Cards That Pay Nothing looks simpler than a completed car card, yetfew things are more complex in the making. There is first the nature of the article—Is it of a kindthat can be profitably advertised in a card? Second—Has straight text or art work proved mosteffective with this particular article? Third—What colors and designs are most suitable? Fourth—How often should the cards and the line ofappeal be changed? These problems are but a fraction of the many that arisein preparing a campaign for a Collier car advertiser. Collier Service is so extensive that each step receives the attention of agroup of specialists. Their one thought—How to makecar advertising bring the largest possible returns to theadvertiser—maintains the value of this asset of the rail-way Candler Building220 West 42nd Street, New YorK City July 7, 1917] ELECTRIC RAILWAY JOURNAL 45 Boosting the Earnings of Electric Railways is the problem attacked in this new and unusual volume. It is the first book to take up solely the improvement oftransportation methods in the light of recent progress. The various expedients, good and bad, now being adoptedby city and interurban roads are fully discussed; and the result-ing effect upon earnings is shown. The book points out in a practical way how traffic—pas-senger, freight and express—may be increased by suitableexploitation methods. It illustrates, describes and demonstrates the results of newequipment appliances for expediting traffic and collecting fares. This book should be in the hands ofevery executive, traffic manager, railwayengineer and investor in electric railwaysecurities. It will suggest many means of devel-oping the road, serving the public tobetter advantage and, hence, increasingthe
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