Concentration in advertising is one of the most effective devices for economy of expenditure and maximum advertising effect, for a single sales day. If an owner gives an auctioneer $100 to advertise a single piece of property, little effect can be secured any way it is spent. But if the auctioneer has nine other parcels, each putting in $100, this gives $1,000 to spend in making that sale, and each parcel to be offered attracts attention. Each parcel can be made a prominent feature of ten $100 advertisements. Care must be taken, of course, to see that each parcel retains its own identity. One can readily see how the great special sale advertisements of a department store would be weakened in effect if they were broken up into a score of little advertisements, one advertising furniture, another shoes, a third dress goods, etc., all in different parts of the paper. There would be loss in the mere repetition of the address of the store and of the terms of sale.

Each of our ten fingers has its own work to perform. Yet, if we combine the power of the ten in grasping what we wish to move, we can accomplish results which no one of our fingers can achieve even proportionately. This illustrates the natural law of concentration of power in physical matters. The same law applies to the workings of the human mind. Concentration in advertising simply means having ten type fingers "pulling" on the buyers all at once, instead of one finger trying to pull by itself.