Business English: A Practice Book by Rose Buhlig

Introduction of the letter, 232, 235-236.

Investigation and discussion, topics for, on manufacture, 278-279; on distribution, 304; on real estate, 327; on banking, 349-350; on the corporation, 365. Investments, mining, 365-366. Investors, 184, 185. _ious_, 33. Irregular plurals of nouns, 19. Irregular verbs, principal parts of, 95 ff. _ise_, _ize_, _yze_, 34. _It_ used indefinitely, 207 ff. _Italic_, derivation of, 3. Italian _a_, 9. _Its_ and _it's_, 160 ff. _k_, insertion of, 25. _Kindly_, abuse of, 243. Labor, 274. Local news, to suggest subjects for talks, 155. Land business, the, 325 ff. Latin-American trade, the, 306. Latin prefixes and suffixes, 31. _Lay_ and _lie_, 100-101. _Learn_ and _teach_, 101. Lease, 321. _Least_, used in the superlative degree, 78. Legal department of a railroad, 360-361. Length of good headlines in advertisements, 313. _Less_ and _fewer_, 80. Letter beginnings, 240, 247, 248-249. Letter, to investors, 47; to accompany a style book, 172; to sell a trip on the water, 183-184; to sell a house coat, 221-222; ordering goods, 239; from A. Lincoln to Mrs. Bixby, 240-241; to accompany a catalogue, 245 ff.; to sell cheese, 246; to sell hinged paper, 247-248; to open an account, 250-251; credit, 251-252; requesting payment, 254 ff.; answering a complaint, 257-258; of application, 260-261; follow-up, 265 ff.; from a bank, soliciting a trust (to be punctuated), 348-349; market, 366. Letters, plurals of, 20. Letters, business, in the manufacturing business, 276 ff.; in the retail business, 287 ff.; in the wholesale business, 292 ff.; in the mail order business, 295 ff.; to help the salesman, 301; pertaining to banking, 345 ff. (See _Business letters_, _Letter_.) _Lie_ and _lay_, 100-101. _Like_, followed by the objective case, 124. _Loose_ and _lose_, 103. _Lose_ and _loose_, 103. Luck and labor, paragraph on, 174. Macron, the, 9. Magazine advertising, 311 ff. Mail order business, the, 295 ff.. Manufacture, 270 ff.; essentials in, 272-273; subjects for themes on, 275; suggestions for debates on, 275; letters in, 276 ff.; topics for investigation and discussions on, 278 ff.; bibliography for, 280; dictation exercises in, 280 ff. Market letter, 366. Market value, 355 ff. Marks, diacritical, 7; question, 162; quotation, 163 ff. Materials, raw, 274. Maturity of bonds, 358, 364. _May_ and _can_, 102. Merchant, the retail, 286 ff.; the wholesale, 291 ff.; the mail order, 295 ff. Methods of endorsing a check, 340. _Might_ and _could_, 102. Mining investment, principles of, 365. Misplaced modifiers, 209-210. Mispronounced, words commonly, 13, 17. Mistaken ideas in letter writing, 241 ff. Mode, defined, 112; indicative and subjunctive of _be_, 112; subjunctive denoting possibility, 113. Model letters. (See _Letter_.) Modern business done by letter, 229 ff. Modifiers, adjective and adverb, word, 49; phrase, 52 ff.; clause, 54-55; used to secure unity, 202; misplaced, 209-210. Money, 332; kinds of paper, 332 ff.; its appeal in advertising, 311-312. Money order, express, 340-341; postal, 341. Monosyllables ending in silent _e_, 9. Month from year, comma used to separate, 178. _More_ or _less_, used in the comparative degree, 78. Mortgage, 322, 357 ff.; foreclosing a, 322. _Most_ or _least_, used in the superlative degree, 78. Motives to which advertisements appeal, 311. _Namely_, punctuation with, 195. Names, suggestive, in advertising, 313. National bank notes, 333. National news, to suggest subjects for talks, 155. Necessary words, omission of, 210-211. Need, its appeal in advertising, 311-312. Negative comparison, 125. Negative, outline for a debate on advertising, 143 ff. _Neither--nor_, 123. News, to suggest topics for talks, 155. Nominative absolute, 65. Nominative case, 64 ff.; as subject, 64; as subjective complement (predicate nominative), 65; as appositive, 65; independent, 65; absolute, 65. _Nor_, 123. Notes, 359; promissory, 336. Noun, defined, 49; clause, 54; and the pronoun, 57 ff.; common, 57; proper, 57; collective, 57; abstract, 57; verbal, 57; modified by _every_ and similar words, 86; collective, number of, 86. Nouns, rules for plurals of, regular, 18; ending in _y_, 19; ending in _o_, 19; ending in _f_ and _fe_, 19; irregular, 19-20; compound, 20; foreign, 21; possessive case of, 67; incorrectly used, 73-74; joined by _or_, 86; punctuation of series of, 171 ff. Number of verb, 86. _O_, capitalization of, 161. _o_, plural of nouns ending in, 19. Object, of a preposition, 55, 66; of a transitive verb, 66; indirect, 66; second, 66. Objective case, 64, 66; as direct object of a transitive verb, 66; as object of a preposition, 66, 119; as indirect object, 66; as second object, 66; as appositive, 66; as adverbial modifier, 66; following _like_, 124. Observation, subjects taken from, 146 ff. Obsolete words, 3. _Of_ and _have_, 119. _Of_ phrase substituted for the possessive case, 67. _Oh_, 161. Omission, of letters, 160; of necessary words, 210 ff.; of subject in business letters, 242. Opening an account, letters for, 240 ff. Operating department of a railroad, 360. Oral English, exercises in, 127 ff. Oral expression, 127 ff.; variety of, 111. Oral reproduction, from magazines, 147; from newspapers, 154 ff. Oral exercises, in general, 127 ff.; on manufacture, 273 ff.; in the retail trade, 286; in the wholesale trade, 290 ff.; in the mail order business, 295; in connection with the salesman, 299 ff. Order bill of lading, 285. Ordering goods, letter for, 239. Order, express money, 340-341; postal money, 341. Organization, corporate, 359; of a railroad, 360. Outline, for a debate, 141 ff.; how to make an, 151 ff. Paper money, kinds of, 332 ff. Paragraph, the, 215 ff.; in dialogue, 168 ff.; proper length of, 215-216; topic sentence in, 216 ff.; "hammock," 216; how developed, 222-223. Paragraphs on, Sacramento City, 48; exports in cattle, 76; cost of living, 173; the government's laundry, 173-174; luck and labor, 174; sawdust, 174-175; a new kind of wood, 175; hogs as mortgage lifters, 175; cotton seed, 176; making paper, 176-177; how to advance, 177; bubonic plague, 177; politics of a city, 181; cotton in the Soudan, 181; the "yellow" invasion, 182; saving, 182, 184, 193; investors, 184, 185; Chicago's milk supply, 186; the dead letter sale, 190; industries, controlled, 193; the secret blotter, 197; a mummy's doll, 198; office efficiency, 217; stenographic efficiency, 217; business courtesy, 218; the rural landscape of Norway, 218; the _Spectator_, 218-219; income, 225; gas mantles, 280-281; production of wool, 281; casting metals, 281; transportation, 305; the Latin-American trade, 306; the parcel post in Africa, 306; the remedy for wrecks, 306-307; colonization, 307; farm reform, 329; farming specials, 330; selection of seed, 330-331; the clearing house, 350-351; washed money, 351-352; an early monopoly, 365; mining investments, 365-366. Paragraphs, subjects for. See _Subjects_. Parenthesis marks, use of, 196; wrongly used to cancel expressions, 196. Parenthetical expressions, punctuation of, 180 ff. Participle, defined, 109; tenses and voices of, 109; the dangling, 205-206. Participles, formation of, 21; of verbs in _y_, 23. Participial phrases, punctuation of, 176 ff.; 188 ff. Parts of speech: The noun and the pronoun, 49, 57 ff.; the adjective and the adverb, 49, 75, ff.; the verb, 49, 83 ff.; the preposition and the conjunction, 49, 116 ff.; the interjection, 49. Parts, principal, of irregular verbs, 95 ff. Par value, 355. Passive voice, defined, 84; conjugation of _follow_, in the, 105 ff.; synopsis of _follow_ in the, 106. Past tense, 88; progressive form of, 89; emphatic form of, 89; perfect, 90. Payment, letters requesting, 253 ff. Perfect tenses, 89 ff. Period, use of, 162. Personal pronouns declined, 58. Personality essential in a salesman, 298. Persons of the pronouns, 58. Phrase modifiers, 52 ff. Phrases, prepositional, 52 ff.; adverbial, 52-53; adjective, 52-53; classification of, 110; punctuation of series of, 171 ff.; initial participial, punctuation of, 176; incorrectly used as a sentence, 45, 242. Plurals, of nouns, 18 ff.; of letters and figures, 20, 160; of foreign nouns, 21. Positive degree, 78, 79. Possessive case, 64, 67; rules for forming, 67; separate possession, in the, 67; with verbal nouns, 67 ff.; _of_ phrase substituted for, 67; use of the apostrophe in the, 159. Possibility, use of the subjunctive mode to show, 113 ff. Postal money order, 341. Predicate, of the sentence, 41; nominative, 65. Preferred stock, 355. Prefix, usually constituting a syllable, 16; Anglo-Saxon, 29; Latin, 31; _ad_, _con_, and _in_, 32-33. Present tense, 88; progressive, 88; emphatic, 88; perfect, 89. Preposition, defined, 49; phrase introduced by, 52; followed by the objective case, 66, 119; and the conjunction, 116 ff.; the wrong, 119; necessary, 119. Prepositional phrases, 52-53. Prepositions, and adverbs confused, 52; list of, 53; used with certain verbs, 116-117; incorrectly used, 118-119. Pride, its appeal in advertising, 311-312. Principal clauses, 42. Principal parts of irregular verbs, 95 ff. Progressive tenses, 88 ff.; 105. Promissory note, 335. Pronominal adjectives, 60. Pronoun, defined, 49; and the noun, 57 ff.; incorrect use of _same_ as a pronoun, 72-73. Pronouns, 58 ff.; personal, declined, 58; emphatic, 59; reflexive, 59; list of relative, 54; declension of relative, 59; compound relative, 59; double relative, 59; restrictive relative, 59 ff.; interrogative declined, 60; demonstrative, 60; indefinite, 61; adjective, 61; possessive in form, not in use, 59 (note); incorrectly used, 73 ff.; joined by _or_, 86. Pronunciation, 7 ff.; slurring syllables in, 7; of _c_ and _g_, 24. Proper noun, defined, 57; capitalization of, 57, 161. Proposition for debate, 137. Public utility corporations, 361 ff. Punctuation, 158 ff.; apostrophe, 159 ff.; capitals, 160 ff.; period, 162; interrogation mark, 162; exclamation mark, 162; quotation marks, 163 ff.; comma, 170 ff.; semicolon, 192 ff.; colon, 194 ff.; dash, 195 ff.; parenthesis marks, 196; hyphen, 196 ff.; of series, 170 ff.; of compound sentences, 45, 173 ff.; of initial clause or participial phrase, 175 ff.; of explanatory expressions, 179 ff.; after _as follows_, etc., 195; after _namely_, etc., 195. Quality, its appeal in advertising, 311-312. Questions for discussion on, manufacture, 273-274; the retail merchant, 286-287; the wholesale merchant, 291-292; the mail order merchant, 295; advertising, 309-310; real estate, 323; the corporation, 363-364. Quitclaim deed, 322. Quotation marks, use of, 163 ff. Quotations, use of comma in, 170 ff. Railroad, the, 360; sources of income of, 360; organization of, 360; departments of, 360 ff. Railroad company, the, 284, 360. _Raise_ and _rise_, 101. Raw materials, 274. Reading, subjects taken from, 147 ff. _Real_ and _very_, 81. Real estate and insurance, 321. Real estate business, 321 ff. Rent, 321; lease, 321; warranty deed, 322; quitclaim deed, 322; clear title, 322; fee simple, 322; mortgage, 322; foreclosing a mortgage, 322; agent and commission, 323; letters in, 324 ff.; topics for investigation and discussion, 327. Receipt for freight, 285. Redemption of bonds, 358. Reflexive pronouns, 59. Reform, farm, 329. Relative pronouns, list of, 54, 59; declined, 59; double, 59; restrictive, 59 ff.; compound, 59. Relative value of different forms of advertising, 310. Remedy for wrecks, 306-307. Remittance, forms of, 338 ff. Check, 339; certified check, 339 ff.; endorsement, methods of, 340; express money order, 340; postal money order, 341; bank draft, 341 ff.; time draft, 343 ff.; sight draft, 344 ff. Rent, 321. Reproduction, oral, from magazines, 147 ff.; from newspapers, 154 ff. Requesting payment, letters, 253 ff. Restricting the subject, 150. Restrictive relative pronouns, 59 ff. Retail merchant, the, 286 ff. Richards' baby stocking fund, 337. _Rise_ and _raise_, 101. Roots, Greek, 30. Rules. For spelling: regular plurals in _s_ and _es_, 18; changing final _y_ to _i_, 19; nouns in _o_, 19; nouns in _f_ and _fe_, 19; plural by change of vowel, 19; by adding _en_, 19; no change for the plural, 20; two plurals, 20; compound nouns, 20; plurals of letters and figures, 20; foreign plurals, 21; doubling final consonant, 21-22; retaining _y_ before _ing_, 23; _ie_ or _ei_, 24; soft _c_ and _g_, 24; dropping final silent _e_, 25; retaining final _e_, 25-26. For punctuation: the apostrophe, to show the possessive case of nouns, 159; to show omission of letters, 160; to show plurals of letters, figures, and words not regularly nouns, 160; capitals, 160 ff.; the period, 162; the interrogation mark, 162; the exclamation mark, 162; quotation marks, 163 ff.; comma in direct quotations, 170; comma in series, 171 ff.; comma in compound sentence, 173 ff.; comma after initial clause or participial phrase, 175 ff.; comma to separate month from year, etc., 178; comma to show omission of words, 178; comma to set off appositive, 179 ff.; comma to set off parenthetical expressions, 180 ff.; comma to set off independent elements, 182 ff.; comma to set off non-restrictive relative clause, 185 ff.; comma to set off subordinate element at the end of the sentence, 188 ff.; the semicolon, 192 ff.; the colon, 194 ff.; the dash, 195 ff.; parenthesis marks, 196; the hyphen, 196. _S 1_, comma fault, 44. _S 2_, use of phrase or clause as sentence, 45. Sacramento City, paragraph on, 48. _Salary_, 3. Sales letter, the, 244 ff. Salesman, the, 298 ff.; letters to help the, 301-302. Salutation, the, of business letters, 232, 236-237. _Same_, not a pronoun, 72-73; distinctly business blunder, 243. Saving, paragraphs on, 182, 184, 193. Savings banks, 334, 336; postal, 337. Savings department of bank, 332. _Saw_ and _seen_, 99-100. Sawdust, paragraph on, 174. Second object, 66. Secretary's report, the, 115 (note). _Sede_, _cede_, _ceed_, 34. Selection of seed, 330-331. Semicolon, uses of, 45, 174, 192 ff. Sentence, the, and its elements, 41 ff.; subject of, 41; simple, 42; complex, 42; compound, 42; compound, punctuation of, 45, 174; predicate of, 41; declarative, defined, 41; interrogative, defined, 41; imperative, defined, 41; exclamatory, defined, 41; simple, defined, 42; compound, defined, 42; complex, defined, 42; errors, 44. Separation, the keynote of punctuation, 159. Series, punctuation of, 171 ff. _Set_, and _sit_, 101. _Shall_ and _will_, 89, 92. Shareholders, 355. Shares, of capital stock, 355. Shift in construction, 211 ff. Short sentences, combination of, 202 ff. _Should_ and _would_, 93-94. Sight draft, 344-345. Signature, the, in business letters, 232, 237-238. Silent consonant, words containing, 11. Silent vowels, 11. Silver certificates, 332. Simple sentence, defined, 42. _Since_, as preposition and conjunction, 55. _sion_, _tion_, _cion_, 34. _Sit_ and _set_, 101. Slang, 129. Slurring of syllables, 7. Smooth connection, 127-128, 224; methods of securing, 224. Snappy style, in letter writing, 246. _So--as_, in negative comparisons, 125. _So_ habit, to avoid the, 111, 128. Soudan, cotton in the, 181. South Africa, parcel post in, 306. Specials, railroad farming, 330. _Spectator, The_, paragraph from Macaulay, 218-219. Speech, parts of, 48 ff. Speech, plan in making, 131 ff.; outline for, 151 ff. Spelling, rules, 18 ff.; 500 words for, 36 ff. Split infinitive, 77, 209. States, abbreviation of names of, 26-27. Steamship company, the, 284. Steel, trouble in introducing, 191. Stenographic efficiency, 217. Still-life advertisements, 314. Stock, capital, common and preferred, 353, 355; authorized capital, 355. Stockholders, 355. Stocks, of a corporation, 354 ff. Straight bill of lading, 285. Style, in letter writing, 244 ff. Subject, as a whole, 148; divisions of, 149 ff.; making outline of, 151 ff.; restricting the, 150, 153; of the sentence, 41, 65; simple, 55; complete, 55; of subordinate clause, 55; compound, number of, 86; incorrect omission of, in business letters, 242. Subjective complement, 65. Subjects, how to choose, 146 ff.; for debates, 141, 144, 275, 290, 302; for compositions on manufacture, 274, 275, 278-279; on distribution, 299, 301, 303, 304; on advertising, 317, 318; suggested by personal experience, 147; suggested by reading, 147, 154. Subjunctive mode, defined, 112; of _be_, 112; used to denote possibility, 113. Subordinate clauses, adjective, adverb, noun, 54; subject of, 55. Subordinate conjunctions, list of, 54. Subordination, in the sentence, 201 ff. Subscription, outline of letters to sell, 268. Success, elements of, 135. Successful men and women, 136. Suffix, usually constituting a syllable, 16; Anglo-Saxon, 29; adjective, 30; verb, 31; noun, 31; _able_ and _ible_, 33; _ant_ and _ent_, 33. Suggestions for debates, 139 ff., 144; on manufacture, 275; on distribution, 290, 302. Suggestive names in advertisements, 313; headlines, 313-314. Superlative degree, of adjectives, 78; of adverbs, 79. Superlatives, to be avoided, 129. Syllabication, 15. Syllables, slurred, 7; division of words into, 15 ff. Synopsis of _write_, active voice, 91. _Teach_ and _learn_, 101. Technical words, 4. Tense, defined, 88; of participle, 109; of infinitive, 110. Tenses, distinguished, 88 ff. (See _Present tense_, _Past tense_, _Perfect tenses_.) _Than_ and _as_, case following, 121. _That_, restrictive relative, 59 ff. _That is_, punctuation with, 195. _The following_, punctuation with, 195. Themes, oral, 127 ff. (See _Oral themes_.) _There_, _their_, 126. Thinking, business, 2. _Thus_, punctuation with, 195. Tilde, 9. Time draft, 343-344. _Tion_, _sion_, _cion_, 34. _Tious_, troublesome ending, 33. Title, clear, to property, 322. Titles, 150; of officials and of honor, 161; of books and plays, 162. _To_, _too_, _two_, distinguished, 125-126. Tone, of the letter, 240. Topic sentence, in the paragraph, 216 ff. Topics for investigation and discussion, on manufacture, 278-279; on distribution, 304; on real estate, 327; on banking, 349-350; on the corporation, 365. Trade, Latin-American, 306. Traffic department of railroad, 359. Transitive verb, followed by objective case, 66; defined, 83. Transportation, 283. Troublesome verbs, 100 ff.; _lie_ and _lay_, 100 ff.; _sit_, _set_, 101; _fly_, _flow_, _flee_, 101; _rise_, _raise_, 101; _teach_, _learn_, 101; _may_, _can_, 102; _might_, _could_, 102; _accept_, _except_, 102; _affect_, _effect_, 102 ff.; _lose_, _loose_, 103. Trust companies, 334, 337. Trust department of a bank, 332. Uncertain antecedents, pronouns with, 207 ff. United States treasury notes, 333. Unity, in the sentence, 199; in the paragraph, 216. Unless, a conjunction, 124. Until, as preposition and conjunction, 55. Usefulness, its appeal in advertising, 311. Utility corporations, public, 36 ff. Value, par of stock, 355 ff.; market, 355 ff. Vanity, its appeal in advertising, 311. Variety of expression, 111. Verb, the, 83 ff.; defined, 49; transitive, 66, 83; intransitive, 83; copulative, 83; active voice of, 84; passive voice of, 84; number of, 85; person of, 85; singular with certain words, 85 ff.; plural with certain subjects, 86; tense of, 88 ff.; _shall_ and _will_, 92; _should_ and _would_, 93; conjugation of _be_, 104 ff.; _be_ used to make progressive tenses, 105; _be_ used to make passive voice, 105 ff.; the participle, 109; the infinitive, 110; mode, 112 ff.; conjugation of _write_, active voice, 88 ff.; _follow_, passive voice, 105 ff.; synopsis of _write_, active voice, 91; synopsis of _follow_, passive voice, 106. Verbal noun, defined, 57; possessive case with, 67 ff. Verbs, incorrectly used, 114; participles of verbs in _y_, 23; taking two objects, 66; taking indirect and direct objects, 66; principal parts of irregular, 95 ff.; troublesome, 100 ff.; _lie_, _lay_, distinguished, 100; _sit_ and _set_, distinguished, 101; _fly_, _flow_, _flee_, distinguished, 101; _rise_ and _raise_, distinguished, 101; _teach_ and _learn_, distinguished, 101; _may_ and _can_, distinguished, 102; _might_ and _could_, distinguished, 102; _accept_ and _except_, distinguished, 102; _affect_ and _effect_, distinguished, 102; _lose_ and _loose_, distinguished, 103; _had ought_, incorrectly used, 103; certain prepositions used with, 116 ff. _Very_ and _real_, distinguished, 81 Voice, active and passive, defined, 84; of the participle, 109; of the infinitive, 110. Vowels, pronunciation of, 9; length of, in monosyllables ending in _e_, 9; words containing silent, 11. Warranty deed, 322. Washed money, 351-352. Washing machine, letters to sell, outline, 269. Watered stock, 357. Way-bill, railroad, 286. _Were_, _where_, distinguished, 126. _What_, double relative, 59. _Who_, and _which_, used restrictively, 60. _Who_ and _whom_, 70 ff. _Whoever_ and _whomever_, 71. Wholesale merchant, the, 291 ff. _Why_, childish use of, 128. _Will_ and _shall_, 89, 92 ff. _Will you be so good as to_, 243. Wish, subjunctive to express, 113. _Without_, a preposition, 124; incorrectly used as conjunction, 124. Word analysis, 29 ff. Words, interesting, 1 ff.; obsolete, 3; technical, 4; similarly pronounced 14, 15; frequently mispronounced, 13, 17; containing _dg_, 25; ending in silent _e_, retain or drop _e_, 25; analysis of, 32; easily confused, list of, 35 ff.; 500 for spelling, 36 ff.; used as different parts of speech, 51; omission of, punctuation to show, 178. Wordiness, 130 ff, 200-201. _Would_ and _should_, 93 ff. _Would say_, to be avoided, 243. _Write_, conjugation of, active voice, 88 ff.; synopsis of, passive voice, 91. Writing advertisements, exercises in, 315-316. Written composition, 1, 127 ff. Written expression, 1, 127 ff. _Y_, nouns ending in, plural of, 19. "Yellow" invasion, paragraph on the, 182. _You_ attitude, the, in letter writing, 244. _Yze_, _ize_, _ise_, 34. * * * * * Transcriber's note: Text uses both "to-day" and "today." Obvious punctuation errors were corrected. Pages 116-117, entry for "confide" was originally placed after "correspond." It was relocated to be in the correct alphabetical order. Pages 171-172, the examples were placed out of order. The section beginning "reporter, business manager" to the end of the paragraph was originally located after a space following the Abraham Lincoln paragraph. The first part of the Abraham Lincoln paragraph originally ended with "nor a year it". The rest of that paragraph was originally located at the top of the next page. These paragraphs have been adjusted to read correctly. Copies of the original pages may be seen in the trascriber's notes for the HTML version of this text. Page 245, "foward" changed to "forward" (We shall forward) Page 337, "committe" changed to "committee" (A committee was appointed) Page 359, "natually" changed to "naturally" (will naturally lead us) *** END OF THE PROJECT GUTENBERG EBOOK BUSINESS ENGLISH: A PRACTICE BOOK *** Updated editions will replace the previous one—the old editions will be renamed. Creating the works from print editions not protected by U.S. copyright law means that no one owns a United States copyright in these works, so the Foundation (and you!) can copy and distribute it in the United States without permission and without paying copyright royalties. Special rules, set forth in the General Terms of Use part of this license, apply to copying and distributing Project Gutenberg™ electronic works to protect the PROJECT GUTENBERG™ concept and trademark. 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