Not only was it necessary to meet the demand for card index conveniences, but it was also important to equip the Model “A” Addressograph with an electric motor for increasing its speed of operation and insuring a greater output. As was to be expected, the card index and electrically operated features caused thousands of concerns, large and small, to adopt the addressograph. Large mercantile houses, addressing thousands of names--who had formerly held aloof from the addressograph because of its limited advantages for making changes and additions--now placed their orders with instructions to rush delivery. With business houses all over the country rapidly changing from bound books to loose-leaf card index records, the demand for chain addressograph models diminished and more and more orders were received for the rubber card index addressographs. Business men, generally, were now taking a real interest in mechanical addressing and the saving which the addressograph made possible in their offices. This interest was increased materially with the growth of mail-order businesses and the constantly increasing use of direct-by-mail advertising by business concerns, large and small. Firms having mailing lists were increasing them. Those firms which had not previously used direct-by-mail advertising were now coming to realize the many advantages of that modern selling short-cut and were compiling large lists of names. The rubber card index addressograph had by now proved itself a wonderful time and labor saver in addressing and maintaining lists of names of average size. But, with the advent of large lists, the high cost of rubber type presented a serious objection to many firms regarding the installation of the addressograph. Furthermore, large lists of names were subject to many changes and additions--and in this connection, setting up the address plates in rubber type proved quite slow and expensive. So, to bring the addressograph abreast of modern conditions, Mr. Duncan combined the card index filing idea with the embossed metal plate which he had previously worked out for use with the chain addressograph. With the coming of the metal card index addressograph and the modern graphotype for making the metal address plates, the addressing machine business was “revolutionized,” as Mr. Duncan put it. With the graphotype, address plates for changes and additions could be made at almost typewriter speed. The card index address plate required less filing space than was true of the rubber card index address plate, printed cleaner impressions and from every standpoint was superior to the rubber type system. In order that customers could make their changes and additions right in their office, the graphotype was further developed and furnished in two models, one operated by motor, the other by hand. [Illustration: ELECTRIC GRAPHOTYPE WHICH EMBOSSES TYPEWRITER STYLE CHARACTERS ON METAL ADDRESS PLATES]