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24 factories in Chicago, New York and Philadelphia against the little local needle and shears shops of our grandfather's time; our great machine manufactories for shoes in Boston and St. Louis with a world market against the little town cobbling bench; our great packing houses in Omaha, Kansas City and Chicago with their machinery flying to keep up with three continents' demand against the old village butcher's barn; it is these we must be taking into account to compute the industrial basis of advertising need and efficiency today.

Yet denying that the printing press is the industrial basis of our modern advertising achievement only saves the press for its greater function—the economic and social elevation which had to keep pace with our industrial advance.

To our factories and power machines is due our wonderful production of goods, so vast that no other people can equal it. Yet to our printing plants and presses is very largely due our wonderful knowledge of uses, so that, as a people, we demand and use far more than any other.

The marvelous growth and development of advertising within the past few decades is thus determined to be caused by; first, the fast growing specialization in production; second, the rapidly increasing speed with which commercial operations came to be