ary enters (even if the secretary

[Marra]

Rmation are best. The name and address of the firm (and "New York" or
"Chicago" is not sufficient in spite of the fact that a good many places
go into no more detail than this), the cable address if it has one, the
telephone number and the trademark if it is an inconspicuous one (there
is a difference between _conspicuous_ and _distinctive_) are all that
any business house needs. Hotels are often pictured on their own
stationery in a way that is anything but modest, but there is a very
good reason for it. The first thing most people want to know about a
hotel is what sort of looking place it is. All right, here you are. Some
factories, especially those that are proud of their appearance, carry
their own picture on their stationery. There is nothing to say against
it, but one of the most beautiful factories in America has on its letter
head only the name of the firm, the address, and a small trademark
engraved in black. Sometimes a picture, in a sales letter, for instance,
supplements the written matter in a most effective way. And whenever any
kind of device is really helpful it should by all means be used, subject
only to the limits of good taste. It is more practical in business to
use standard size envelopes. If window envelopes are used the window
should be clear, the paper white or nearly so, and the typewritten
address a good honest black. The enclosure should fit snugly and should
be placed so that the address is in plain view without having to be
jiggled around in the envelope first. A letter passes through the hands
of several postal clerks before it reaches the person to whom it is
addressed, and if each one of them has to stop to play with it awhile an
appreciable amount of time is lost, not to mention the strain it puts on
their respective tempers. The paper of which an envelope is made should
always be opaque enough to conceal the contents of the letter.
Practically all business letters are typewritten. Occasionally a "Help
Wanted" advertisement requests that the answer be in the applicant's ow
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