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Article
December 2, 1911

A Suggestion to Advertisers

Author Affiliations

Philadelphia

JAMA. 1911;LVII(23):1854-1855. doi:10.1001/jama.1911.04260120044020

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Abstract

Gentlemen:  —You send us data, some of which are not only interesting and instructive, but often of great practical use. Much of this we might use for reference with advantage to ourselves and also to yourselves. Why do you offer it in such grotesque shapes, such multiform guises, so that no reference system can be devisea for making it available?Let me beg of you, do not consider us (the willing recipients of varied information) as so many children or half-civilized savages, who are—or should be—pleased by the toylike bizarrerie of all sorts, sizes and forms of strange, colored circulars, cards, booklets, etc., exhibits of puzzling cleverness of the printer's and lithographer's arts. Send these expensive, often beautiful, but sometimes hideous devices, if you deem it best, but give us also at least one uniform, plain card which can be filed in an index-filing system, Most men keep a card index file for just

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