these is the use of display cards in or upon the street-cars of the city. In some cities these are only used in the cars running directly to the art museum. In other cities they advertise the collections or temporary exhibitions, and are to be found in all the cars. In certain rare instances where the president of the street-car company happens to take a special interest, these cards are carried free. In other places the museum is obliged to pay for them as any other enterprise would have to do. But the art of advertising does not stop with the decision to spend some money on display cards. The form in which they are printed is important, and the museum must realize that all advertising is governed by psychological laws, and that a design for street-car cards that would be very appropriate and delightful if it could be examined at close range is often totally illegible or unattractive when seen from the sidewalk or even from the length of the car. Brilliant color can be artistic and it has carrying power. The legend must be short and to the point.
Some museums have discovered that they can reach the newcomer in their city by means of small advertisements placed in the railroad stations and hotels, and although both hotels and railroad stations are loath to break their rules
