The clock that had no hands, and nineteen other essays about advertising

This collection of twenty concise essays offers practical guidance on newspaper and retail advertising, arguing that regular publicity substitutes for a merchant's personal pull, and stressing simplicity, brevity, and factual copy—particularly clear pricing. It compares frequent, prominent space to scattered small ads, distinguishes amusing from convincing appeal, and lists common mistakes such as exaggeration or imitation. Several pieces cover follow-up systems, neighborhood targeting, display and illustration, and techniques for writing effective retail copy aimed at measurable commercial results.