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238 against the display of such cards, they can sometimes be induced to place a small and well-designed sign of this sort where it will do a great deal of good. In a city where there are several museums, co-operation between them often secures opportunities of this kind which would not otherwise be available. Almost every city now has an active organization interested especially in the development of its resources; sometimes a chamber of commerce, sometimes a private association or club like the Minneapolis Civic and Commerce Association. Through this agency, cards can be distributed, giving the hours that the museum is open, price of admission, and a summary of the collection, as well as indicating the main lines of approach. Free publicity is given by the prominent newspapers, either in their news or art columns, to announcements of lectures, special exhibitions, new accessions, or items of general news. Some museums regard this as of such importance that they have a special publicity manager on their staff. Others attempt to handle the giving out of news through the separate departments.

Almost all of our larger museums spend a certain amount of money in advertising of one kind or another. The most scholarly form which this takes is, of course, the museum bulletin, but this