The Candler System ?

 I saw this ad from 1937 for The Candler System (thanks to the Worldradiohistory.com site of course):

I figured the dots and dashes were like:  BY PROHIAS (every kid reader of Mad Magazine had decoded that)

So why not decode the dots and dashes in the ad.  Starting on the left side it has:

SEND THIS COUPON

but then above the coupon it continues:

QNUOT FINM

Whut ??  That's not right - then Ohhh, I get it !  it's printed backwards - upside down, it should be:

MAIL TODAY

People were just as sloppy in 1937 as they are today :)

Best Regards,
Chuck, WB9KZY
http://wb9kzy.com/ham.htm