announcement that “This space is reserved for ---- ----.” After two or
three days people will begin to wonder who will fill the great blank. It
becomes by far the most prominent and valuable advertising space in the
paper, and should command a good round sum. Make a profitable bargain
for a month or year for the filling of the space. If withdrawn,
announce, “This space will now be filled by ---- ----.” The first
advertiser’s rival will pretty surely want it, a result which No. 1 will
hardly permit if he can help it, and so between competitors in business
your blank will always be filled and you can raise your price if
competition becomes sharp.