mail-order selling

And Cerf again, on mail-order selling in general: "The crux of it is a very hard sales pitch, an appeal to the gullible."

As Variety noted last week, radio's scramble for new income had begun with giveaway shows, progressed through "deodorants, medical books, mail-order selling and questionable products" until today "the lid is off.. . . and practically . . . anything goes."

The man who has always lived in the city might understand the general principles of mail-order selling and have a good proposition, but his success would be indifferent unless he understood the meaning of timeliness in reaching the farmer.