The wide-awake business man can gain much publicity of a paying kind by keeping his name and business constantly before the public in the form of little news items, interesting write-ups and interviews published in the local papers. Whenever anything of a new or unusual nature is done by the plumber, it constitutes news, and as such will be welcome to the papers if a nicely written account of it is sent to the editors. If there are more than one paper in the city furnish each with a different presentation of the same matter, so that the several accounts will look like the different accounts of the respective reporters of the papers publishing the accounts. In order to be acceptable to the editors, and to have any weight with the public, or value as advertising matter, the article must be of real interest to at least part of the readers. Nobody is interested in the statement that "Sol Leader is going to New York today to lay in a supply of goods for the anticipated summer trade," but they would be vitally interested to know that a plant for the purification of sewage, the first to be constructed in the vicinity, had been completed for the Pelham Country Club by Sol Leader, together with photographic reproductions of the plant, a popular description of its operation and directions for reaching the site to view the sparkling, clear, wholesome water resulting from the treatment.

Such articles, and there are hundreds of them in the plumbing business, which the foregoing will suggest, are news, and as such, welcome to the press. On the other hand, the advertising secured is of the highest brder, as it shows the public the class of work the contractor does and identifies him with work of an important nature. Likewise, the installation of a water-purification plant, water filter, water-softening apparatus, or anything which can be worked up in a popular way, will prove valuable advertising for the plumber as well as good reading matter for the editor.

Cultivate, also, the practice of expressing views for publication on all matters pertaining to sanitation. Reporters are always on the lookout for some one to interview, and when matters of sanitation are up for discussion they turn naturally to those whom they know will talk for publication. This places you in the position of an authority, and you are quickly looked upon as such by the public. For the benefit of the Sunday editions of your home papers, discussion of public baths, public comfort stations, clean streets and like subjects will keep you prominently to the fore and confirm the good opinion gained by your former utterances.

Neat signs on prominent buildings, stating that you are doing the plumbing work, will help along your publicity campaign, but far and above all other methods of advertising must be the pleased customers for whom you have done good work. There is no possible advertising medium like good work and reliable fixtures. The woman who is pleased with her bath room and is never troubled with the apparatus getting out of order will show the fixtures to her friends with pride and boast of the fact that they have been noiseless in operation and have given no trouble.

Try to make each person for whom work is done a living, talking, enthusiastic representative and advertiser.