During the contest the house organ appeared often and was devoted almost exclusively to the contest. In it the record of each salesman was printed, his quota, his sales to date, and other pertinent information. The sheet was edited by a ``sporting editor,'' and great tact and skill were displayed in giving the contest the atmosphere of an actual race or game. In addition the sales manager, the district managers, and the house executives wrote letters and telegrams of encouragement, and even made trips to the agencies that got under way too slowly. The unique feature of the contest was the manner in which the ``sporting editor'' gave actuality to the contests by pictorial representations. One competition took the form of a shooting match. The house organ contained an enormous target with two rings and a bull's eye. When a salesman qualified with orders for $625, he was credited with a shot inside the outer ring and his name was <p 70> printed there. With $1250 in sales, he moved into the inner ring, and when his orders amounted to $2500, he was credited with a bull's eye and his name blazoned in the center space. Another contest was represented as a balloon race between the different districts. Each district was given a balloon, and as sales increased, the airship mounted higher. On the balloon the name of the district leader in sales was printed, while cartoons enlivened the race by showing the expedients, in terms of orders, by which the district managers and their crews sought to drive their airships higher. Each issue of the house organ showed the current standing of the districts by the heights of their balloons. This conception of the selling contest was very successful. ``Going up--going up--how far are you up now?'' was used as a call, and it seemed to strike the men and inspire them. It became the greeting of the salesmen when they met, and irresistibly produced a feeling of competition and a desire to have the district balloon go higher. <p 71> Other ingenious fancies by which the contests were given the appeal and interest of popular sports was their conception as a baseball game, a football game, an automobile race, a Marathon run, and so on.