This represents the simplest form of merchandising mill brands. It has been elaborated however, until most mills with connections of this sort, do more or less advertising to assist in creating a demand for their brands. They can afford to do this on a scale which would not be warrantable for the individual dealer with a more restricted market. Hence it has come about that many handsome specimen books, far more elaborate than any the merchants had usually issued, have been put out by the mills. It is generally admitted that the influence on printing has been good, and an appreciation and demand for better printing, especially on the part of advertisers, has resulted. A few mills have carried their campaigns beyond the field of direct advertising, which includes the mailing of samples and printed circulars, and the dissemination of printed samples in trade journals, such as _The Printing Art Suggestion Book_, _The Pacific Printer & Publisher_, or the direct mailing of folders or specimen books. They also take advertising space in the _Printing Art_, _Inland Printer_, _The American Printer_ and other printing trade journals. Outside of these has come the use of such class magazines as _System_, _Printers’ Ink_ and _Advertising & Selling_, and some have even extended their appropriations to include national magazines, notably _The Saturday Evening Post_. In one campaign a Chicago newspaper was among the media selected; but the use of newspapers for paper publicity is practically nil. General Magazine advertising of paper has been principally devoted to writing paper. This is natural, since of all paper products this commodity has the largest number of buyers, and the matter of taste is not so over-shadowed by technical considerations, as in the case of printing papers. The specifications for general printing, involve more knowledge of printing processes than most people possess, hence the final decision rests in a majority of cases on the printer’s judgment, so that logically the printer is the most necessary individual to convert. Although there has been a marked increase of late in the exploitation of mill brands, there is no indication of the disappearance of jobbers’ brands. A consumer today may fill nearly every requirement at will from either class, and this condition will probably continue indefinitely, although the tide seems to be setting for the moment toward the mill brands. This condition is not confined to the paper trade, and is probably due largely to the aggressive advertising of manufacturers. Such promotion work is still in its infancy, and a continuation of a growing demand for mill brands may safely be predicted for sometime to come. TRADE ASSOCIATIONS There are two principal trade associations in the paper business, one composed of manufacturers and the other of jobbers.