It has been quite generally accepted as an axiom that if you give, you receive. We see this statement proved in a hundred ways. A pleasant smile begets a smile. A good deed is matched in kind. No better reason for this exists, probably, than that it is ingrained in us to hate to be under obligations to anybody. So when we get a smile we promptly pay it back and are square, just as we invite to lunch a man who invited us to lunch. We are very particular about this. The automobile manufacturers were not lacking in this trait, common to human nature. When publishers put their stamp of approval on the motor car and unreservedly threw open their columns to the progress made in its improvements and production, manufacturers appreciated and reciprocated. The result has been that more money has been spent in advertising in the automobile business in the United States than has been spent in any other single line of enterprise. Possibly the nearest approach to it has been patent medicine, or the promotion of various enterprises. And it has paid—every automobile maker, and every salesman will admit this as a matter of course. They will admit it because they know it to be so—a knowledge derived in their own experience. The psychology of advertising shows that there are two principal things involved in making advertising profitably productive. One is that it informs, the other that it persuades. If the mind is informed of what an automobile is, what it does, and all the advantages and benefits it confers, it has a basis to work on, and from this working basis it will evolve conclusions. The state of the mind in the conclusive stage is fallow field for persuasive effort. In the advertising given in this country to the automobile which has placed millions of motor cars in the ownership of people in the United States, not counting those exported, the publishers of our journals have supplied the information, and the manufacturer the persuasion. It is this double teamwork which, supplementing the business ability of our manufacturers, has put us in the front rank as automobile producers. But baldly to say that the newspapers made the automobile is not giving full credit to the other causes which contribute to our success in this line of enterprise. It has been a combination of causes working together which has made the automobile. UNITED STATES A FERTILE FIELD. There have been other forms of advertising used in automobile selling, besides space in publications, and they are forms the value of which cannot be discounted. “A satisfied customer is the best advertisement” is one of the oldest slogans of advertising. And it is true. The automobile manufacturers of the United States know it is true, and have been guided by it.