Dear Time-Reader

By now four of the six slogans on this page may be familiar to you. You will find the fifth on pages 42 and 43 of this issue; the sixth will appear in TIME'S issue of Sept. 12. With the illustrations and the accompanying text they constitute a series of advertisements about advertising that will have appeared in a total of 41,000,000 copies of TIME, LIFE and FORTUNE by the time the last advertisement has been published.

The purpose of this series is simply to give as many people as possible more information about the way advertising works in the public interest. It is running now because the present period of increased sales activity seemed to be an appropriate time for advocating a fresh understanding of advertising's role in the U.S. economy. The advertisements in this series, which have been prepared by the Benton & Bowles agency, present six typical ways in which advertising helped to "create the demand that boosts the production that lowers the cost." Many other examples might have been used; many other facts might have been cited.

As for TIME, LIFE and FORTUNE'S position in presenting this series, Roy Larsen, president of TIME Inc., has this to say: "Our magazines are dedicated to the distribution of information--and this applies to their advertising as well as to their editorial pages. Just as the work of our world could not go on without the swift exchange of news--so would our economy grind to a halt without the swift exchange of goods and news about those goods. It is to the wider understanding of this basic truth that this 'Campaign About Advertising' is directed."

Cordially yours,

James A. Linen

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