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Article Title

Your Logological Assets

Abstract

The ordinary individual has long regarded his name and address as his most prized logological possessions. They identify him, they locate him, they represent him -- in short, they are him. In keeping with the treatment accorded rare jewels, the average owner of a name and address has been understandably reluctant to subject them to indiscriminate and possibly injurious use by putting them on public display, by giving them out for the mere asking. Psychologically, this attitude harks back to primitive times, when there was felt to be magic in a name, so that a strange in possession of one's name could use it to bring either good or evil upon the rightful owner of that name. In spite of man's leap into the Nuclear and Missile Age, that attitude has remained firmly embedded in the substrata of human consciousness.

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