■
essentials of advertising
The Three Graces, Truth, Courage
and Faith, of Prime Importance
in Good Advertising.
St. Elmo Massengale of Atlanta,
speaking on "The Essentials of Good
Advertising," recently said, among
other things:
“As the years go by the plain state
ment of fact, dressed in becoming
clothes, has restored public confidence
in advertising.
“So I find one great answer, the
greatest moral essential, first in the
list is Truth. It is the acid test, the
last analysis, the final chemical reduc
tion to the atom.
“Truth in the article itself, hon
estly made, with the true ring—gen
uine. An advertised article can lie
as well as the advertisement!^"*
' “No good merchant, no manufactur
er, no dealer or trader, no man selling
stocks or bond3 or lands, or anyone
advertising the thousand and one
thing's from gum to guano, or from
socks to schools, will begin or succeed
in continually advertising except the
corner-stone be Truth.
“I would not kill all beauty in adver
tising when I eliminate the false.
Truth, like the human form, made in
the image of God, is the most beauti
ful thing in the world. Truth in ad
vertising may be painted offensively,
repulsively, without result or given
the glowing tints of a Bougereau.
“That remedy is this: Recoanized
by advertisers are three great media
for publicity: The printed periodical
of every class from newspaper to col
lege annual, the outdoor sign and bill
board, and the street cars.
“Allmthers are subsidiary, support
ing, collateral, even though often es
sential and helpful. Supposing there
should be tomorrow a cohesive or
ganization of these great prime media
against fraud. There would be no
excuse for the postoffice department
to return thousands of dollars to in
vestors who have sent money t.o
thieves who forced their way into the
, homes of the people by the use-of the
rubber-heeled mail carrier.
“Courage is a moral- essential to the
advertiser to say no to that class of
advertising harpies who prey upon
him daily with schemes, generally
appealing only to vanity, conceived in
iniquity, and causing the loss of hun
dreds of thousands of dollars annually
to legitimate advertising channels.
“Courage is needed by the solicitor
to. refuse the advertising which he
knows will not pay in his publication.
"Courage is needed to stand at the
right hand of Truth, and help in the
final elevation of advertising to its
place in the commercial life of the
world where it properly belongs.
"And with courage goes Faith.
“These are the three graces of ad
vertising: Truth, courage, faith.”
Lumber Manufacturers to Advertise.
Advertising by “permanent dis
plays” in the principal cities of the
middle west is being planned by the
Pacific Coast Lumber Manufacturers’
association for this winter. By per
manent displays is meant decorative
examples of interiors finished in fir
, and spruce installed in semi-public
buildings in cities like Chicago, St.
Louis, Kansas City,. Omaha and Den
ver. The Pacific Coast association,
in conjunction with the Southern
Lumber Dealers’ association, installed
a few years ago a small but attractive
exhibit, showing fir-finished interiors,
in Minneapolis. The cost was $8,000.
As a result of this Secretary Beck
man of the Pacific association said
recently that 10,000 homes and busi
ness buildings in the middle west
have been finished in fir, which was
taken from the Pacific northwest mills
exclusively.
On the Other Foot.
The editor of a local paper says
that he asked each merchant In his
town, in turn, to give him a little ex
tra advertising, calling attention to
bargains. In every case he was turn
ed down with the remark that adver
tising in local papers did no good any
way. The editor went hack to his
office and accepted $65 in cash from
a mail order house for space In his
Paper. The next week every mer
chant in town complained bitterly of
how the advertising was hurting
them, but the edit<fr had them going
his way when he reminded them of
ZZr "emark that advertising in his
ine dol a"0 S°°a anyway- Advertis
g does do good, no matter where it
proth 1 ordcr h°uses know it and
‘to.-curtta couS. am°unt °f U they
The Mystery in Advertising.
tialng8 1Cs°“monly bought that adver
ttakes son, myste,rioils thing that
Poor wherr** Pfe0ld<J rlch and some
tom Kiy opfnion, the
to cotivenienH a,«as merely coined
ten from th#. 'V dJfferentiate the writ
,aiMmw].hipP“"iy f
CHURCH IS USING PRESS
Advertising Columns Added to Me
diums by Mr. Jenkins of Im
manuel Presbyterian.
Widespread attention has been at
tracted to the policy of one of Milwau
kee’s churches in endeavoring to reach
as large a number of people as pos
sible with a knowledge of its services,
their nature and aims, and the desire
of the church to affect the spiritual life
of the community.
This is Immanuel Presbyterian
church, of which Dr. Paul B. Jenkins
is pastor. Beginning with its street
car cards, the church has met with
results so definite as to lead it to ex
tend its methods to include announce
ments mailed to business men and to
the use of the regular advertising col
umns of the press. Blotters bearing
the name of the church and mention of
its services are regularly placed on
writing desks in hotels.
Dr. Jenkins says: “There is noth
ing sensational about it. We are sim
ply trying to do the business of the
kingdom of God in a business like
way; that’s all. We believe absolute
ly in conversion as the indispensable
entrance upon the Christian life, but
we believe that a man must come to
church if he is to be reached by the
message of the church, ^.nd we be
lieve that any man will come if he is
once convinced that the church has a
message for him that he would be in
terested to go and hear. And we are
trying to convince him.”
SELLS FIELD—NOT GOODS
Advertising Only Salesmanship on Pa
per Less Personality of the
Seller.
Newspapers cannot sell goods, nev
er could and never will, but only sell
the field. It's up to the advertiser to
do the rest. There are few advertis
ers who do not think the publisher
is to blame if they get no returns. I
have had them say to me, in an ag
greved tone, ‘‘I don’t get a single in
quiry.” Yet I am absolutely certain
hundreds of readers to whom that pa
per goes spend thousands of dollars
annually for the product this man is
trying to sell. Is the publisher to
blame? Why one advertiser gets re
turns and another doesn’t is simply
because the successful one under
stands human nature and knows what
arguments pull business. Advertising
after all, is simply salesmanship ’ on
paper, less the personality of the man
selling goods. For this reason it
must be written to the point.
The pulling power of an advertise
ment depends on these things. It
must be in the right medium; it must
be attractive; it should be changed
often. The argument must be logical
and the statements made must be
proved. Reasons ought to be given
for every assertion made. Illustrations
should be arguments themselves not
merely space fillers. Prices should be
used whenever possible. If the adver
tiser will do this he cannot say adver
tising does not pay him, for it will.
Advertising in Eve’s Days.
Ben S. Jacobs, a director of the Pil
grim Publicity association of Boston,
addressed the students at the Massa
chusetts Institute of Technology on
‘‘Psychological Points in Advertising.”
He told his hearers that advertising
really started in the garden of Eden.
One of two definite states of mind is
necessary, Mr. Jacobs said, to sell
goods. One is necessity and the other
is desire. Advertising may exploit
necessity or create the desire, and the
copy and chosen medium should be
adapted to one or the other, as the
case may be, and any medium which
reaches any considerable number of
people burdened with necessity or
likely to respond to the desire in
mind has a distinct value as a carrier
of the advertiser’s message.
First among these mediums, he
pointed out, came the printed word
and the printed picture, and it is this
fact that makes the great newspapers
and magazines of today a practical
possibility and an economic factor in
the supply and demand of the world’s
goods and their distribution.
• •
• Darts. 2
• Advertising sometimes •
• changes “failure” to “success” •
• just as one view dissolves into •
• another at the moving picture •
• show. It is hard to tell when •
J failure ends and success begins. *
• but we seem tc think we can •
2 almost see it. •
• They say that a business •
2 must either be a success or a t
• failure. •
2 However, some businesses, 2
• like some ^people, simply stand •
2 still until a galvanic battery 2
e wakes them up. •
2 That galvanic battery is usu- 2
• ally advertising—their own or •
o some one eise’s. 2
• •
I
Want Riches? Then Advertise.
"It you want to succeed In business
and get rich, advertise,” was the key
note of a speech made by Samuel In
still, president of the Commonwealth
Edison Electric company of Chicago
the other day. “Much of our, com
pany’s success,” said Mr. Insull, "has
been due to regular and persistent ad
vertising. The whole secret of suc
cess may be summed up In the "words.
‘Early to bed, early to rise, work like
the dickens, and advertise.' ”
v.. .. i
She knew the count of protelds In every
ounce of steak,
She knew the wealth of nitrogen there
should be in a chop,
She figured in her notebook every morn
ing 'ere she’d make
The list of things to order from the
grocery and shop.
The scientific phase of It she always made
exact
And with a pretty frowning in her pages
she would book it—
In spite of that, we might as well divulge
the painful fact
That though the steak or chop was right
she never learned to cook ic.
She tested all the family, she weighed
them on the scales,
She talked of what should be in flour
to energize the bread,
She showed that this and that should
make our muscles hard as nails.
And catalogued the chemicals on which
we should be fed.
With learned brow she showed just how
to formulate the dough
Before 'twas rolled and cut and made
into a healthful biscuit.
In theory 'twas perfect, but. between our
selves, you know
Each biscuit was so stony that not
one of us would risk it.
She wails for our calorics and she weeps
because we miss
The necessary nutrient in almost all we
eat,
But we, firm in the feeling that our ig
norance is bliss.
Crive prayerful attention to her sol
emn balance sheet.
And though she shows us o’er and o’er
that we are tempting fate
And that a doleful finish only waits for
us to meet It,
We notice that whate’er the sum that she
may calculate
About a dish that she don’t cook, she
manages to eat It.
The Millinery Lecture.
Whilst we slumbered and slept,
brethren, millinery has become an
Art with a capital A and Influence
with a capital I.
Erudite ladies are scouring our
broad land, addressing enthralled au
diences (of women) on the Ethical,
Sociological and Psychological Effect
of the Hat.
That what but yesterday was a
mere concoction of braid and ribbon
and impossible flowers and plumes has
now become a Typiflcation of the Un
rest of the Soul and a Realization of
the Higher Desire. Any hat costing
more than $20 can be shown to be
the culmination of artistic waves that
knew their first ripple just as the
light was turned on after the Dark
Ages.
Shall we come out of it and laugh
cordially at and with ourselves, or
go to the limit and send, out some high
browed men to talk on The Pragmatic
Meaning of Pants?
Humane.
“Gee!” says the first little boy. ‘tl
hate to go home. My mamma always
wants to give me a bath every even
ing.”
"So does mine,” says the second lit
tle boy, “but I don’t mind it. My papa
is a doctor, and she always gets him
to chloroform me, so I never know a
thing about it until it is all over.”
Before and After.
“I shall never forget,” says the
prominent person, “the thrill that
came over me when I arose to ad
dress the vast assemblage. Why, the
crowd cheered for ten minutes and
eleven seconds before it would let me
begin my speech.”
He tries not to look self-conscious,
and succeeds wonderfully well until a
sour looking Individual Inquires:
“By the way, how long did they
cheer when you stopped speaking?”
Wind It at Bedtime.
“This clock, madam." said the
salesman, “will run three months
with one winding,”
“Ah, I presume It is intended for
sale among the Eskimos.”
7i\
WILL TEMPT INVALID
/
DAINTY IDEAS FOR MENU OF
THE SICK ROOM.
Oyster Tea Something Decidedly
New for Supper or Luncheon—
Vermicelli Toast Both Appe
tizing and Nourishing.
Oyster Tea.—To eight oysters,
chopped very fine, add a cup of milk,
put over the fire In a double boiler
and bring slowly to the boiling point
Let It cook slowly for five minutes.
Then strain through a fine sieve and
favor with a half saltspoonful of salt.
lave a dainty porridge bowl heated
In boiling water. Wipe dry, and pour
Into it the oyster tea. This makes a
nourishing supper or luncheon dish,
served with thin slices of dry, golden
brown toast.
Vermicelli Toast.—Heat a half pint
of milk in a double -boiler. Put one
tablespoonful of butter and one of
flour In a saucepan and rub them to
gether. Let this bubble gently over
the fire for two or three minutes.
Then add the hot milk, a little at a
time, making a smooth cream. In the
meantime, have two slices of bread
thoroughly dried in the oven and
toast them to a golden brown. Soak
the toast in boiling milk, lay it on a
small china platter or serving plate,
and pour the cream dressing over it.
Have the yolk of one hard boiled egg
ready and quickly press it through a
wire sieve over the cream toast. With
a little care you can make a very at
tractive dish with the broken, crinkled
threads of yolk. Care should be taken
not to serve too ample a portion of a
dish of this sort. One small piece of
iua.si uainuiy covered witn tne cream
and a little egg yolk would sometimes
appeal to the patient where a larger
portion might seem distasteful.
Chicken Panada. — This can be
made from the remains of a roasted
fowl. Cut the chicken meat carefully
from the bones, making sure to avoid
gristle and bone. Chop one cupful of
pieces of the chicken very fine. Boil
the bones and gristle of the chicken,
making a pint of broth. In the mean
time soak one-half cupful of bread
crumbs in enough milk to cover them.
Then press the crumbs through a
s.ieve and mix with the chopped chick
en. Pour the pint of chicken broth
on this mixture. Flavor with pepper
and salt as desired. Boil for one min
ute and serve very hot. This panada
should be of the consistency of a
thick gruel. A little of it served hot
in a dainty soup plate or bouillon cup
is a pleasant change from the regu
lar meat broths.
Velvet Creams.—Soak a half box
of gelatin in a half cupful of cold wa
ter for a half an hour. Add to this a
cupful of sherry, and set the dish con
taining the mixture in boiling water
over the fire. Heat this till the gela
tin dissolves and add a teaspoonful
of lemon juice and a half cupful of
sugar. Stir for a few minutes. Strain
through a cloth into a pan set in a
dish of cracked ice and water to. cool.
When it starts to Jelly add one and a
quarter cupfuls of cream and stir till
it thickens. Pour into a cut glass
lemonade cup or any other attractive
dish from which it is to be served.
Serve as a dessert for supper or
luncheon with cream.
favorite Recipes
A tiny bit of butter is often an Im
provement to cake frostings, especially
coffee, chocolate, maple or caramel.
A slight sprinkling of orange Juice
gives a delicate “finishing touch” to
light wheaten pancakes served with
butter and sugar. Lemon Juice is oft
en used in this way in European house
holds.
A fruit salad in which bananas are
used with marshallows, arranged In a
circle upon a dessert platter and serv
ed with whipped cream, make another
nice dessert.
Slices of orange may be served with
afternoon tea instead of lemon. They
should be about the same size as slices
of lemon.
Eclair shells filled with chicken sal
ad, liberally dressed with mayonaisBe,
are a favorite dish at Sunday teas in
an old New York home.
Austrian Pancakes.
Materials.—One quart of sherry
wine jelly flavored with cinnamon, the
yolks of four eggs and one cup of thick
cream whipped stiff.
Way of Preparing.—Make the wine
jelly and when it is cold but not stiff
add the yolks of the eggs beaten until
thick. Place the mixture in a double
toiler, return to the fire and cook and
stir all the time until it begins to
thicken like a boiled custard. Remove
from the fire and beat until cold. Place
in a mold and set in a cold place to
harden. Serve with the whipped
cream.— National Food Magazine.
Ginger Cookies.
One cup of brown sugar, one cup of
molasss3, one cup of lard, one cup of
boning water, into it dissolve one ta
blespoon of soda; one teaspoon of gin
ger. and flour to make soft dough.
Ro!i out and bake same as cookies.
Quick Dishwashing.
The dishwasher "ho would get
thtough quickly invests in a soap
halter and a chain for cleaning pots
and pans. She also has on hand over
the sink a box of borax and a bottle
of ammonia for cutting grease
TO AID THE MEMORY
REALLY USEFUL CONTRIVANCE
FOR THE TELEPHONE.
White Paper and Pencil Always Really
for the User—Card to Match
Room's Coloring Also
Easily Arranged.
A useful contrivance for the tele
phone stand is a memorandum pad.
These can be had in any form from
the advertising varieties that are sent
out at holiday times to elaborate af
fairs in Russia leather.
One of the newest and most practi
cal is an open brass cylinder, through
which runs a thick rpJJ of white paper.
As soon as the memorandum is use
less It pulls out of the frame, which
has a sharp edge that cuts it neatly
oft.
There is also a pencil. The stand
ard is a light brass affair with a colled
wine spring. ,
For numbers in common use there
should be a telephone card. Leather
ones can be had to match the coloring
of the room. The card for each space
slips In grooves and can be renewed
as often as the number changes.
Such a card can be made at home
by covering two pieces of cardboard
with cretonne and joining them. The
upper card is cut in spaces by means
of slits on each side of an inch cen
tral strip, with opposite slits two
inches away, on either side.
Cut the cards eight inches wide and
fourteen inches long at top of curve,
fourteen inches on each side. Leave
an inch at top before making first set
of slits. Each cut is half an Inch
long, with space between the cards.
This leaves a border on each side of
card.
The back is cut the same size and
the two are pasted in the ’center of
each sido to leave the edges free for|
slipping in the half-inch pasteboards,
which a”o cut a half-inch wide and
three inches long.
Across the space at top embroider
in gilt letters ‘‘Telephone Register.”)
Screw in a hook at back for hanging^
These boards may be covered with)
plain silk and edged with a narrowj
gilt galloon if the card is to be made)
ornamental, or they can be covered
with thin leather or heavy cartridge
paper. I/
Another convenience for the tel*}
phone is a chair. It is tiring to stand,’
and if space is limited a light folding^
chair should be kept beside the tele,
phone stand.
FOR THE EVENING
Theater cap of silver cloth covered!
with a network of small pcarla.
FOR THE MEN THAT SMOKE
Pretty and Inexpensive Pipe Rack
That Can Be Put Together
at Home.
We give a sketch of a very practi
cal little pipe rack that can be easily
and inexpensively made, and it has
this advantage, that the pipes are
held with the stems upwards, thus pre
venting the nicotine from running into
the mouthpiece, a thing which always
happens with a rack in which the
pipes are held with the stems pointing
downwards.
For the back, a piece of thin wood
should be cut, eight inches wkle and
six inches in height, and for the le.dge
In front a second piece, an inch and a
half wide and eight inches long, will
be required. These two piece* of
CLOTHING THE SMALL BOY
Various Forms of Attire Which Wilt
Please the Little Lad and
His Mother.
Little boys must dress, you know,
and although a boy’s a boy, he can
be made to pass through many de
lightful changes of costume. Com
fort and simplicity are the guide
points of our little American boys’
clothes. The latter insures easy con
struction at home-—a hopeful mes
sage, surely.
For cooler days there Is nothing so
childish and at the same time so dig
nified as the Byron collar and a soft
tio worn with a plain little suit.
Striped galatea or linen works up ex
cellently in the little Russian blouse,
belted In at the waist and extending
as far down as the edge of the bloom
ers. An edging of braid or colored
embroidery Is all that *ls necessary to
define the side opening.
Perhaps the little sailor boy Is
typical of our future citizens. White
linen, or, if preferred, the cotton pop
lin, which Is much more Inexpensive,
Is always charming for afternoon
wear. The huge square of silk, red
or black, fortns the tie under the
colored sailor collar. The pocket
can be made firm by the crowsfeet
at each end, worked In colored or
white thread. Full sleeves are
stitched to form deep cuffs. The , '
shield Is separate, and in some casgd'
can bo discarded. For your "Sundttf”
boy the suit Is recommended. /
During playtime ho should not be
hampered by clothes that must not be
crushed or soiled or are In any way
uncomfortable. "Rompers” of coarse
linen are best. In one piece, with a
round neck, plenty of pocket room
and a loose belt to hold In the full
ness, they Represent freedom and
common sense. Indeed, a word might
here be said for this same style of
wood may be fastened together with
small screws, thin nails or glue, and
the rack then neatly covered with art
linen or art serge.
The pipes are held in their places by
little brass rings screwed into the up
per part of the rack and two more
rings screwed into the upper edge
serve to suspend it from nails in the
wall. These little brass rings, fitted
with a screw on one side, may be ob
tained at any ironmongers at a very
small cost, and are similar to those
rings which are so often used for sus
pending small pictures from the wall.
HAT SETS LIKED BY PARIS
New Device of Milliners That at Once
Has Achieved Popu
larity.
Smart Parisian milliners are now
presenting three and four-piece sets,
consisting of an individual hat, a
short stole or cravat, a big soft raufT,
and some oddly-shaped bag, trimmed
to correspond with the hat.
These hat setB are the latest cry,
and every imaginable material is used
In them from masses of tarnished gold
or sliver gauze (or wreaths of flowers
made up of these) to flatly-applied
humming birds or small scarlet bird
forms that press flatly into beaver or
plush, whatever the material used
upon the hat or raulT. A bag will
have one side worked In a motif of
this sort, say a scarlet bird against a
rich black velvet, or two or three
tiny iridescent humming birds pressed
Into white beaver.—Harper’s Bazar.
A Bodice Decoration.
One of the favorite decorations of
some of the smartest new evening
frocks in a single huge rose or pliant
sheeny velvet. This is big enough to
'■over the front of corsage complete
'v and repeat the colorings of the |
:<>wn. !
garb for little girls when at play.
The durability of pongee and the
fact that it is cool and clean are
sufficient to recommend it to most
mothers. Make the bloomers separ
ate, and over the little boy slip a one
piece coat that op'&ns at the side. A
belt should finish this simple frock.
Washable braid is sensible to edge
the collar and the side..
Every mother can make these suits
for her little boy. If the material be
durable and the pattern be large
enough to allow the youngster to
grow, there will be ample reward in
the small expense and great results.
Colored Silk.
It is not generally known that some
shades of embroidery silk are neces
sarily less fast In color than others.
The shades which best hold their color
are green, brown, pink, red and pur
ple. Clue and yellow hold It worst.
This is a good thing for the em
broiderer in colors to remember,
when she is especially anxious for her
colors to remain bright.
Overshoes to Match Gown.
Overshoes to match gowns are the
latest fashion edict. One firm is ma
king a fortune tinting rubber, and the>
rhit>z»now is to send a sample of your
gown to the bootmaker. He matches
it in rubbers and in spats. Young,
girls wear light tan shoes and rubbers
with hosiery to match ard alpine hati<
of the same shade.