Beardsley's Shredded Codfish, "H-O," Worcester Salt, the Gurney Hot Water Heaters, Carter's Little Liver Pills, Columbia Bicycles and Mellin's Food have been added to his list from time to time. Mr. Wetherald has the temperament and manners that make friends, and possesses a seemingly inexhaustible supply of nervous energy.

The headquarters of Pettingill & Co. were at 10 State Street for over forty years from 1849 to 1891. In the latter year they were moved to 22 School Street. The new quarters were considered by the firm large enough to accommodate the natural growth of business for a long period, but at the end of four years they were found to be much too small, and arrangements were made to lease the entire building above the street floor and to have the interior remodeled. Just after these plans were completed, the owners of The S. R. Niles Advertising Agency decided to sell the business, and it was offered to its contemporary and long-time competitor, Pettingill & Co., who purchased it Jan. 1, 1896. Last spring and summer the changes referred to were made in the building, and some of the results are shown in the illustrations accompanying this article.

Policy and Methods.

The policy of Pettingill & Co. is to study the character of the business that they are expected to advertise, and then to lay plans for the work that will result in success. of a permanent kind; in other words, they act as advisers and promoters, not mere handlers of the advertising. No matter how small a beginning is made by a customer, they recognize that all great enterprises have begun that way, and are as ready to undertake the work as if it were of greater proportions. Much of their success has been due to this ability to build up small advertisers. The character of a business, the possibilities of results that may accrue to it from advertising, the kind of advertisements suitable for it, the mediums that reach the people who are most likely to be interested in the announcements, are some of the special points on which this house is able to furnish valuable advice. Its staff includes men who are acknowledged as experts in designing effective advertising; men of education and literary ability, men of extensive practical business experience, men of special talent in suggesting illustrations to emphasize a point, and dozens of artists at their command to execute the ideas given to them. The old saying: "The man who acts as his own lawyer has a fool for a client," may almost be paraphrased to-day by substituting the word "advertiser" for lawyer. Special knowledge of how, when and where to do advertising, as well as the facilities for taking care of the many details incidental to the handling of the business, are part and parcel of a well conducted advertising agency. The peculiarities of the publishing business, the technical and mechanical knowledge of printing, engraving, electrotyping, and the methods employed by publishers in locating and handling advertisements, all of these things are as an open book to the well-equipped agency, and this knowledge means the saving of much time and expense to an advertiser; in fact, it is indispensable. Expert talent, thorough experience, sound judgment and complete facilities are possessed in a remarkable degree by the firm which is the subject of this article, and the growth of its business in the face of great competition is the strongest proof of this fact. The kind of advertising that makes a market for the thing advertised and that results in profit to the advertiser is the kind that Pettingill & Co. profess to know how to do.

Many good fortunes have been built up by the successful methods of this Agency in placing advertising, and it may be said that it is this fact that gives the firm its great prestige and conspicuousness. Advertising confided to its knowledge and judgment is certain to be judiciously placed, or, in other words, where it will bring the largest reIt is known from the nature of the article advertised the class that must be reached and the best mediums through which to reach it.

turns.

It may be added that newspapers extend many privileges and favors to a house doing the vast volume of business of Pettingill & Co. not usually granted in ordinary

The New Offices.

The picture that is presented to the visitor who steps into the main offices on the floor one flight up from the street is one of great attractiveness. It is that of a thoroughly business-like establishment, where business is conducted under the pleasantest possible circumstances and amid surroundings such as are seldom seen in business buildings.

Row upon row of handsome oak roll-top desks, occupied by men who handle the business, fill the centre of the floor space; and along the side of the room opposite the door and the staircase leading to the floor above, and under the broad windows which light the apartment, are the desks of the stenographers and typewriters.

Perhaps the most striking features of this floor are the decorated walls, the handsome chandeliers and the cathedral glass in the windows, through which the light is admitted, relieved of its glare, in softened tones.

The richly panelled ceiling, corresponding in color and design with the walls and the frieze, is supported by five pillars, the capitals of which are oak, highly polished and handsomely carved.

The School Street front of this floor is divided into the private offices of Mr. Pettingill and Mr. Wetherald, separated from the rest of the room by partitions of the opaque cathedral glass set in oak.

The extent of this remodelling, under the direction of Architect Samuel J. Brown, is well represented by the illustrations, the floor space being about 8,000 square feet. Thus the firm now occupies quarters which for beauty and systematic arrangement are not equalled in the United States by any concern in the same line of business.

The Checking Room.

From the main floor an oak staircase leads to the floor above, which is occupied by the checkers. Here a marvellous system of checking may be seen in operation, so perfect in its working that at a second's notice an advertiser can be shown in which papers his advertisement has been printed, how many times it has appeared, and what position in the columns it has occupied.

On this floor there are also the desks of those who have charge of Pettingill & Co.'s Newspaper Directory, and the private consulting room of the firm.

The Filing-Room.

On the third floor are the files. Here thousands of newspapers are kept, stored in many cases, but all within instant reach. The files of each paper with which this house places advertisements are kept for three months, so that advertisers who wish to satisfy themselves that newspapers are publishing their advertisements according to contract may have the evidence presented to them without loss of time, and the least possible trouble. Having many young women in their employ, Messrs. Pettingill & Co. ha ve striven. to provide them with every comfort and convenience, and to shield them in every possible way from the annoyances to which young women employed in large business houses are so often subjected.

An inviting private lunch-room has been provided for them. It is a comfortable room, well lighted, and provided with a long oak table, chairs and a tiny stove, at which they may make tea or warm their luncheons. The lavatories designed for their use are more perfectly fitted than those of some first-class hotels.

On the whole the offices and various departments are not equalled in convenience of arrangement or in appearance by those of any advertising agency.