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 of friendly satisfaction engendered by Knowledge, Understanding and Appreciation is the inception of this consumer-benevolence.

The various factors that jointly and severally enter into these great merchandising truths I will not insist upon. But it would give me great satisfaction if you and Mr. Russell would meet the members of our organization and talk the whole matter over frankly and fully. Mr. Russell and your good self and the writer ought to get together in the near future for a long, serious talk on the whole proposition. We could not do nearly so well for you if our headquarters were not in New York, where we can have daily intimate conference with your organization headquarters. Our psychological director for the Chicago Territory, Mr. Alfred Ampere, has been so stimulated by what he has heard of your plans, that he wires me asking to be transferred to New York if our proposition goes through. I am inclined to favor appointing him as chief contact man, so that he could be summoned at any time within twenty minutes if a conference were called.

The objectives are all clearly defined, and we are ready to go to work. This is simply to assure you of my own personal appreciation of the splendid energy and fighting spirit your organization exhibits, and to hope that from the very inception of the Ginger Cubes we may be accorded an opportunity to cooperate in the public educationalization which is the real satisfaction of the advertising profession.

GEO. W. GRAY, Technical Director, Gray Matter Advertising Agency.

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