All about advertising

Advertising agencies to buy their advertising space instead of space in other magazines and newspapers. When the schedule, scientifically pre- pared, has been presented by the agency to the client, the client's advertising man- ager may make a change or two, here or there, then he signs the schedule.

The agency makes out an order to the publica- tion in which the ad is to appear. The agency's production department makes sure that the type is set for the ad, and the art work done, and everything de- livered to the publication for its "closing date," which may be from six weeks to three months before the advertisement is actually in the hands of readers. Now there remains only to wait until the ad appears.