16
Kur ittug Wehgcr
rtJBLiG LEDGER COMPANY
oTitua it it. dtmws, rtmioitNt.
. ChurlM n. Ludlntion, Vice President: John
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Colling, John II. Williams, Director.
M KDlTOKtM. tKJAltD!
u .. J&T".11- K- CDm, Chairman.
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PELL. 3000 WALNUT KEYSTONE. MAIN 3000
ty Address an communication to firming
.filter, nclep-itdcncc Bquarc, Philadelphia.
. xstssro at Tnn ruit.ADKiriiu roiTorrics as
I SECOND-DUBS Mill, JUTTtn.
EVENING LEDGER PHILADELPHIA, MONDAY, JUNE 2G 191G.
Tim A'URAOn NET TA1D DAILY Cin-
CUI.ATIO.V OF THE RVIIS'INO LnDOEIl
rOIt MAY WAS 188,011
I'hlladetpMa, Monday, Jntit 26, 1)16.
7ou) many illustrious and noble
heroes have lived too long by one
day. J. J. Rousseau.
NonatlvertlBcra oro tlie Serbians o
Industry.
If the Republicans nro In any
doubt, wo may suggest that there are a
few thousand Hvo wires In town, nny ono
ot whom could put Hughes over.
No troudo supplying an army of
oven 600,000 men with munitions, thanl;
you! Tho Government would not pro-
I pare, but foreign nations have put all of
our factories Into tho pink of condition.
Sunday's rain was not part of tho
program mado up by the Entertainment
Committee. But It was given out on high
authority that It did not matter. For it's
always fair weather when good ad men
et together.
Tho fortieth anniversary of Cus
ter's last fight at Little Big Horn has
Just boen celebrated. It would be an un
happy coincidence wero It not for tho
memory of fearlessness nmf faith which
Custer loft behind.
Colonel Roosevelt, as every one ex
pected, has declined tho Progressiva nom
ination today and Indorsed Hughes as tho
man tho country needs In tho present
emergency. There was no other course
for him to follow, If ho hoped to assist In
tho defeat of Wilson.
Tho demand of tho American Gov
ernment for the immediate release of the
prisoners In Chihuahua Is not one of tho
ultimatums of the provlous sort. It Is
an ultimatum that ultlmates, and thoro
aro a hundred thousand guardsmen to see
that It does ultimate.
Tho "Illustrious Herd of Goats"
lias been formed as part of tho doings
for this week's convention. Now if tho
goats of all dishonest advertisers cap
tured by tho ad men, whoso message is
"Truth," could be collected but we shall
tret them after a while. ;
We have war at hand, but no aero
planes, which have come to bo tho very
yes of any army. Fortunately, our
enemy has nono either, but that is a poor
excuse for us. Wo do havo factorlos
capable of producing machines, and we
have got tho money, In spite of "pork
harrel" legislators, so It Is up to Wash
ington to get busy and get busy quick.
That It is not tho place a man
comes from, but the man himself that
counts, is Illustrated in tho caso of rt.
Goodwin Rhctt, president of the United
aStates Chamber of Commerce. Charles
ton, S. C, Is not by any means one of the
great Industrial centros of the country,
but neither brains nor initiative is pe
culiar to ono clime or section, so when
tho national body found the man pe
culiarly fitted for tho Job at hand it took
him without asking for a street address.
Tho decree ordering tho dissolution
of the Corn Products Refining Company,
an $80,000,000 corporation, may arouse
.no end of Jubilation among the trust
busters, but tho president of the com
pany makes a strong point when he says:
"One certain result of the dissolution
would be the loss of the foreign field to
manufacturers in om-llne. With this
company broken up there would be no
unit large enough to meet European
competition." It requires industrial
giants, not puny pigmies, to win and hold
foreign trade, a fact which may ultimately
be digested by our legislators.
road men Is thai they must have more
lnoney for their labor. It Impiles that the
railroads cAlt nfford td pay UOO.000,000
moro In waxen. The latter Is the (imposi
tion Under delate, nhd it can bo settled
by figures. Tho commission Is willing to
act as auditor. Why should it bo denied?
LIVE WIRES THAT CAN'T BE
SHORT-CIRCUITED
T111J publicity experts assembled In this
city today hold tho prosperity of the
nation In tho hollow of their hands. Con
gresses may come nnd go, tho fortunes of
political parties wax and wane, but so
long a3 thoro Is American enterprise and
Ingenuity to crcato worth-while products
and publicity expetts to lot the people
ot this and other nations know nbout
them, so long will thero be prosperity.
When tho wheels are clogged It Is pub
licity that routs tho incompetents, drives
tho Inefficient from control nnd restores
to goornmcnt. as It does to everything
else, caso and surcness of motion, Tho
secret of the success of tho democratic
experiment on this continent Is, 111 fact,
tho universality of communication and
tho distribution of Intelligence, which In
combination fotm what wo know as pub
licity. They mado good soup In Camden bo
foro they mado good sales of It. Thoso
talking machines wcio tho greatest llttlo
publicity optrts over evolved they kopt
boosting themselves all tho time. A
watch did not make tho dollar famous,
but one can scarcely think of a dollar
without thinking of tho kind of watch
for which It can bo offered In oven ex
change. Thoro Is scarcely an automobllo
mado In tho nation that everybody does
not know by name, who innkoa 11 nnd
whv. Food uied to come to tho grocer In
bulk, unclean nnd not particularly ap
petizing, until somo publicity opcrt con
ceived tho Idea of putting sugar up In
cartoons nnd breakfast food In scaled
packages. That promoted public health
nnd It stabilised an industry. Not so very
long tigo half tho world did not know
what tho other half was doing. Now nil
tho world knows when a manufacturer
Is making something good, because tho
publicity experts spread tho news.
Publicity li tho diffusion of knowledge,
nothing moro and nothing less. One man
tolls a story well, another does not. Hut
tho fellow who can put "pop" Into hl3
tldlng3 and a "kick" Into his sentences
Is the fellow who makes tho world stop
to read. The man on an Irrigated farm
In Arizona has a. cntnlogue of the world's
best offerings brought to his door. Be It
bathtubs or electric fans or a new kind
of swing or a pump, whatever It h. ho
lenrns of It ns soon as his friend In Phila
delphia, and ho can havo It brought to his
door. Not only does this standardize
methods of living, so far as material com
forts aro concerned, but it nationalizes
Industry nnd internationalizes the bene
fits accruing from human ingenuity, en
terprise and invention.
These mon who nro In Philadelphia to
day aro tho advance guard of civilization.
Thoy nro always, they always have to be,
Just a little ahead of tho great mass ot
humanity. They not only point out tho
way, but they net tho pace. Thoy havo
taken enterprise to be their bride nnd
they have married themselves to progress.
Thoy havo a message for Philadelphia,
Just as they have a message for tho
whole country. It Is tho message of
action, of doing things, of overcoming
difficulties, of "grabbing tho Imposslblo
by tho nnpo of tho neck and shaking it
into an actuality." "It can't be dono" Is
tho kind of Job they love to tacklo. Phila
delphia for a century has been in tho
forefront of American progress, hor fac
tories supplying a nation with its neces
sities; but there Is for Philadelphia a
lesson to bo learned from theso men who
havo put towns as well as Industries on
the map. Too many of our products havo
been speaking for themselves, powerfully,
It Is true, since quality Is n great booster,
but in this era they need, too, the im
pulso and tho drive that only the kind,
of publicity which these mon know how
to give can produce.
Cordially we greot tho delegates. The
city belongs to them. We welcome them
not only for tho inspiration which thoy
bring, but Just because thoy aro them
selves. From the time delegates from tho
Colonies met here to formulate tho cam
palgn for Independence, this ancient city
has been accustomed to oponing its doors
and its heart to visiting men and women,
and the fires of hospitality which were
lighted generations ago burn now as
luminously as they did In that far-off
time, .
Mi
Tom Daly's Column
TO T1W AD OL-VDB
Hark you to our 'Rah! 'llaht 'Ttaft
Honor to ioxii At A. ti.l
Xot alone or wjiat you. are, ,
Hut for what iou'rd poino to he.
WltlCH Is to say, the advertising game
Is stilt in long clothes nnd yet to bo
weaned, but withal n flno, lusty, promis
ing young giant.
YtisTiiRDAva Rain,
A Sunday mUtv and wet
Moves us to chafe and complain.
Robbed of our outing, and vet
Came there in yesterday's rain
Uoht as tho spray of the sea,
Soft as the dropping of dcto
Ho many blessings to me,
Surely you hotlecd them, too.
Windows fronting the East
Rare of shutter and pane,
Took, ns the light ino cased,
Silver di if tings of rain.
Stoxcly tha moisture crept
Over my pillow and led
Drowning the dream I'd kept
Wat m in my drowsy head.
There to me came, as I lav,
Out of the neighboring woods
Waking soundi of the day,
Calls of the solitudes;
Thrushes caiollng near,
Church-bells over the hill,
The whine of the housedog here
Under mi windote-slU
Rut over and through It all
The liquid laughter of leaves
Clad for the gifts that fall
Over the world's wide eaves,
Olad for the cleansing rain,
Drenching branches and sod,
Suckling the ripening grain,
Plumping leans In the pod.
Possibly, so I thought.
These arc the tears of tho bless'd
Shrd for a woild distraught
Ry hatrcdi and wild unrest;
This is a holy rain
Cleansing the blood-stained sod,
Rringlng to earth again
Peace and the smile of God.
Call it a mood if you will,
Call it my fancy alone;
That may account' for It; still,
Possibly others may own
Reading this little icf rain
Share in tha blessings I drew
Out of the mlit and the rain,
Suicly, you noticed them, too.
"ONE SIGN THEE HAS TO BELIEVE INI"
WE HOPE wo'ro not rudo for remark
ing that tho mass-meeting of the
ad mon nt tho Metropolitan Opera House
jestcrday nfternoon didn't allow nny freo
spaco for tho well-known display adver
tisement of tho U. S. A. Tho Hag was
nowhoro to bo seen.
CAESAR WAS
AN ADVER '
Fame and Fortune Have Alw
,r" .. V Wh0 Knov
Publicity
frayg
(V
Slr I met a guy hero tho othor day
who should be spreading himself at that
nd convention In your town. Ills noma's
Tripp Collom. DRUMMER.
Akron. Ohio.
ABVKTITISINO Al.TIIABKT
A'a for A-l Ads that pull ;
It's for all the Dunk and Bull
Cnlm Conventions have to kill.
Doing Duty with a will,
llarnlng Everybody's clioers
l'or each Fraud that disappears.
a la for tho Gain thnt each
Happy Huitler strives to reach
In his Income for the year.
J'h tho Joy that blooms for some;
It's for Knocks nnd Kicks that come;
I, Is for tho Luck tlint's bum.
31 hi for tho Million bones
J'o Non-Advertiser owns;
O's tho Order, out of which
Publlshors Pull Fronts rich.
Q Is Qual- and Quantity
noachod by Renders N. B.t Seo
Bubs for Ledgers (P. & E.)
T Ib Truth which shall prevail
Until Undorhanded quail.
V Is Victory for the right
When the World shall know the might
X-crclsed by those who fight.
Year by year with faith and feeling.
Zealously for honest dealing.
THE VOICE OF THE PEOPLE
A Democrat Defends His Party by Saying It Is No Worse Than
the Republicans A Motorman Who Waited.
Other Current Matters
AT a dinner the other night young Mr.
x"X E. J. Cnttell had JUBt put forth his
famous ojaculatory aspiration: "Oh, Joy
to bo alive! I want to attain a hundred
years and then renew tho lease at doublo
the rent!" Robert N. McMyan. of Mil
waukee, who was sitting next to us,
leaned over and whispered In our ear;
"The trouble about that would bo the Job
of getting the landlord to make the neces
sary repairs."
CAUGHT ASLEEP
It- la interesting to find the rail
roads of the country "boosting" the In
terstate Commerce Commission, because
that attitude Is unusual. In the present
case, the commission is credited, by an Im
posing list of officials, with haying n
rather intimate knowledge of railroad
conditions and with the ability to make
a thorough analysis ot the wage question
and to render a Just decision. In appeal
ing to the country for a verdict the rail
roads confess to the power of that public
opinion which they were once In the habit
of flouting. Moreover, by Insisting upon
governmental Justice, rather than Indus
trial warfare, they strengthen their case
enormously. The Four Brotherhoods
have not the same opportunity for pub
licity, owing to their more limited means,
but the country will wait for their answer,
and will wonder, meanwhile, why they
oppose a settlement on any terms but
complete surrender. The strike vote Is
cow being taken, but assurances have
come that. In case of war with Mexico,
the strike will be subordinated to national
interests. It hpuld be obvious by this
Urns that the national interest should
prevail In time of peace as well as in war
nH iflf whan thn nnncrv fjt nt hstntl 4f
J 4&ngrus la refuse to ujje It in the I
caW)tryvor. Ths position ot the rail- j
EUROPEAN observers will probably bo
at a loss to understand the process
of mobilization through which this coun
try has Just passed. The events of tho
first week of their wars were all do
pendent upon speed In mobilization, and
the blame for the war Is frequently laid
on the country which mobilized first and
fastest.
That is because in Europe mobilization
means what It means: making an at my
mobile, susceptible of immediate shitt
ing to the point of necessity. In this
country it means calling out the frame
work of an army and placing it in train
ing camps with such-recruiting aa cpmes
to It In the process. The nrmy of the
United States which was really capable
of mobilization has been for some time
in and near Mexico. The Guard needed
to be recruited to a peace fqotlng before
It could entrain for concentration points,
and these points are thousands ot miles
away from the danger, Furthermore,
mobilization applies to transport, com
missary and supplies
What our European observers will still
not understand Is why the Guard was
not complete, why provisions had not
been made to face an emergency which
was really inevitable. England will under.
stand this before France and Germany,
because England, too, went through such
a crisis, as ill prepared for it as we are.
That was two years ago, and the lesson
of England, which hardly has been
learned there, has not crossed the At
lantic. It Is said that experience Is a
hard school, but fools learn In no other.
That Is scarcely true, experience Is a
hard school, but fools do not learn in it.
Wise men alone are capable of profiting
by their experiences. So we have reason
to hope that the antipreparedness mania,
at least has died put as. a result of our
stumbltoar mobilizing tactics.
Sir Isn't it singularly and plu rally re
markable that the maa who wrote "Tho
Girl I Left Behind Mo" was Sam Lover?
B. It R.
Frank Bterfund, who ought to know,
says tho Germans nre stenciling Jokes
upon the fronts of their uniforms so the
English can't see 'em.
Position
T SUPPOSE." said the young clerk In
X the publication office, "you'll want
extra position for this ad of yours, next
to pure reading matter,"
"Well, not too pure," said the shrewd
advertiser; "now, if you could put It
alongside a divorce story or some such
scandal I'd bo satisfied."
Among those who will attend will be
David Blspham, the tenor.
Mornlns Contemporary.
And why not add to the novelty by se
curing Enrico Caruso, the basso?
Sort Music to This
A small, white-haired woman (said a
morning contemporary recently), accom
panied by two sunburnt, stalwart lads, the
oldest of whom could not have been more
than 19, came timidly up to Captain M. D,
Brown in the First Regiment Armory.
"You see these boys," ehe said, pointing
to the young fellows, "they are my only
sons and I want them to enlist In the Na
tional auard," "We are a family
of soldiers," she continued. "My husband
was killed in the Civil War, etat etc"
Why the Barbarity?
An unidentified foreigner was run down
by a Lackawanna train at the entrance
ot the Nuy Aug Tunnel yesterday. The
body was cut In half and taken to Cuslck's
morgue. Scranton Times.
WALLY SMITH, shut-in, reports that
Miss Carolina DeRosa, aged 11, and
Just promoted to 7 B grade of the James
Wilson School, has written to Inform
him:
The equator is an lraailnary line
just putted on the globe tp show people
where the sun rises, but it la not a real
line.
TM Department ( reo to all readers who
ct$h to express their opinions on subjects of
current interest. St is an oven forum, and the
Evening Ledger assumes no responsibility tor
the vtews of its correspondents.
DEMOCRATIC SPECIAL PLEADING
To the Editor of Evening Ledger:
Sh? During the presidential campaign
ono should not be surprised to read all kinds
of assertions, but when a paper of your
standing creates an editorial aitlcle bo one
elded as your comments on the possible ln
croaso In Income tax, etc , and lay3 tho
blame to tho Democratic party. It does sur
prlso one. Tou foiget tho enormous reduc
tion In Imports, due to tho war, which Is the
real cause In tho reduction In the revenuo
you mention. Even though we had tho most
nourished and cherished of high tariffs,
what would It avail us now, when wo Import
virtually nothing I Tho war has built nbout
this country tho highest possible tariff.
Turthcr, you censure tho Democratic Ad
ministration for not having provided a largo
standing army. May I ask how well tho
Republican uarty provided while in odlco
for the Spanish War or. later, how well It
provided for an nrmy? You seem to blame
tho Democratic party for not having an Im
mense navy how well did tho Republicans
provide while they were in olllce, even tho
rampant Theodore?
Let us be fair In this matter, and though
I was president of next to the largest Demo
cratic campaign club In the State in the last
presidential campaign, I will readily stand
convicted of my ways If you can show mo
Just wherein the Democratic party Is any
different from the Republican In allowing
tho country to go to what you seem to Infer
Is a bankrupted, disrupted and corrupted
condition. E. HEN'DEnSON.
Lansdowne, Pa., June 22.
The Democratlo party Is culpable, first,
becauao when it saw the war coming it did
not at once begin preparations to make pro
visions for the revenues which wero to be re
duced by the war. It later confessed its
own mistakes by abandoning Its purpose to
put sugar on the free list. It Is culpable in
the second place because it neglected for
nearly two years to do anything to
strengthen the navy or enlarge tho army
when the Republican leaders and the few
far-seolng men who call themselves Demo
crats knew that there was a possibility of
the United States being drawn Into the con
flict, and that if wo were to escape humilia
tion preparation should be made, Presi
dent Wilson indeed reversed himself and
last winter left Washington to make some
speeches calling the attention of the coun
try to the emergency, but his Congress was
indifferent. The Democracy is condemned
now because In the world crisis of the last
two years It has been In power and has neg
lected Its obvious duty. It Is condemned
further because It made no preparation to
meet the Mexican issue, which for three
years has headed straight toward war,
Editor Of EVENINO LEDOEIt.
THE CAR WAITED
To tha Editor of Evening Ledger.
Sir Those letters about the trolleymen
not stopping at transfer and exchange
points voice my sentiments to a T, too, for
It has been my experience for two or three
years to get stung often at an exchange
point at 20th and Spruce streets, which I
use every morning, They never wait a
eecond when cars arrive at about the same
time, which Is very often, and the conse
quence is you get that feeling, like the
cave man, you would like to "bust" some
body In tho head.
A strango experience happened to me
only a few morn!ng3 since. For tho first
tlmo In all tho three years a motorman
actually communicated across to mo from
his car, ready to go ahead In front of one
I was about to nllght from, and getting n
quick sign In reply from mo In tho affirma
tive, waited until I got out nnd ran across
and Jumped on hi3 car. Needless to-say, ho
got my thanks.
As this was tho first tlmo I had this ex
perience in about threo years at that point.
It proves to mo that motormen with respect
for tho public are few and far between. It
was largoly through tho sympathy of the
public they won their last strike.
If. M. B.
Philadelphia, Juno 24.
PROGRESSIVE STRENGTH
To the Editor of Evening Ledger:
Sir In roply to your editorial note re
ferring to certain statements In my letter of
tho 17th Instant, which appeared In your
Issue of yesterday, you will bo good enough
to allow me to say, first, that wo hopo and
bellevo Colonel Roosevelt will not Indorse
IIugheH next Monday, and, second, that wo
euro llttlo whether ho does or not, or
whether or not.as you say, "the Progresslvo
leaders in many States havo ulrendy allied
thomselves with the Republicans." When I
remarked that you wero reckoning without
your host In saying that tho differences
between the Progressives and Republicans
were now removed and thnt tho former
would return to the Republican party, I
did by no means refer to Colonel Roose
velt, nor to the said Progressive leaders,
but to that decent, lndepemlen vote that cast
Progressive ballots in 1012, 4,100,000 strong.
This vote may not bo heard from next
Monday; the people rarely havo a voice
In political conventions or In meetings of
national committees. But its solidarity,
decency and Independence will bo publicly
demonstrated next November at tho polls,
which Is sufficient.
HENRY A. BOMBEROEIt.
Philadelphia. June 2.'.
DEGENERATE AMERICA
To the Editor of Evening Vedger:
Sir Anont the Intricate and perplexing
domestlo and foreign problems It Is to be
confessed Washington has Its hands full.
Yet. after all, are not the supposed ponder
ous, "slow to anger" methods of this Gov
ernment morely an apology for unpropared
ness, or plain, downright physical fear?
Is tho history of the United States one of
spineless "peace at any prlpo" value? Take
up our books and read. Do we not see the
settler defending his burning home nnd un
protected children from ambush? Again,
do we not see the smoke of Bunker Hill?
And once mere, 1812. Look sharp and he
Santa Ana and his Mexican vassals before
bluff old General Scott. Here again we
have brother against brother to preserve the
Integrity of the Union. Once more the can.
non thunder and, lo, we have Cuba emerg
ing from anarchy, blood and yellow feVcr
Into a pleasure spot for care-free million
aires. I cannot believe chivalry Is extinct; I
cannot believe there Is not a good man In
the country who is -worthy to bo President
and control an obstinate Congress, but the
wtong brood seems hatched out this year.
A SON OF THE REVOLUTION.
Philadelphia, Juno 23.
What Do You Know?
Queries of aencrat interest iclll be answertd
in thts column Ten questions, the answers to
which every tvcll-infonnid person should hnoct
arc ashed datW, i
QUIZ
What nnd herr Is Camp ltrunilin'tish?
Who It .Taclntn Trcrlno?
How many men nro there In nn Infnntry
Ktjnid and uhnt officer commands them?
What It mrnnt liy "tho J,tln republics"?
Name n famous Ktrrrt In Ilcrlln.
About lion- mnnv miles of lelegr.ipli lines
, nre thero In the United hlulos?
Mho was Descartes?
Did lleetboon ever write nn orcrn?
Nuiiip n hlnl thnt ennnot II).
How fnr Into tho nlr nml how fnr Into the
enrtli ilucs u iilcii- of property, onncd In
fco ulmple, exlcml?
Answers to Saturday's Quiz
"llrcet" runic Is ono degree blither than
thnt for which tin iifllopr Is pnld. A
hrotet major nets the pay of n ruptuln.
Tho sjnoptlc noircli nre the first three.
Ilurnns Aires, with 1.S3T.00O population, is
tho lmeest city In South Amrricu.
1'reshlent W!Irnn sild of Air. ltrun Home
.ynrt n:to. "I ululi ho lould ho knocked
Into n coched hat."
Tho nnlnrlos uf Judges cunnot bo reduced
durln: their term of office.
Lower CullfornU Is rompiiratliety Independ
ent of .Mexico liecuueft It Is separated from
the other Mexican Mutts b the Oulf uf
Cnllfunil i.
Tableland Klcintcd (lilt land; a plateau.
Tho Cld Cnmpcndor the most celebrated of
the hpanlsli inllltury heroes.
Cork Is obtained from the bark af tho cork
tree.
William II, Ilerry, Collector ot the Port.
Indirect Taxes
Editor of "What Do You Know" Will
you bo kind enough to print In your column
one or two examples of an Indirect tax?
T.
Internal revenue taxes, duties on Imports.
FACTS ABOUT MEXICO
Notions about Mexico, among those who
do not often look at maps, aro summed up
la a general Idea that it is "a email country
tacked on to the southwestern corner of the
United States." As a matter ot fsct, th
greatest distance In Mexico, in a straight
line, from Lower California to Yucatan, is
the same as that between the western
boundary of Pennsylvania and tha eastern
boundary of California Bo far from being
entirely southwest of us, the eastern end of
Mexico is on a meridian further east than
that on which Chicago lies, and Is little
more than 100 miles from the western end
-a -..i.- ir..lr.i llfui rath! tuiith than
southwest ot the central point of the United
States, Its area, ivi.vvw square roues, w
more than one-fourth this country's. It Is
. -.. ...ii. hnw zar nnrth anrl eitith
lbo Ranting border runs Its northernmost
POint d DQUS fVW " lW Hi sw Vf-
leans and the other end of the border Is
nearly the same distance Bouth ot tliat city.
Some idea of sixes can be had from tho
areas of some of the 30 States and terrl.
torles In the neighboring republic. Chihua
hua Is twice as big as Pennsylvania So
nora, another border State, Is nearly as
large as Chihuahua. In population, how
titer, Mexico Is sadly deficient There are
only 20 persons to the square mile. The
vast stretches of underdeveloped country
in the western part ot the United States
brings pur number per square mils to not
much more than Mexico's, but irrigation is
go yousg oh art in our West and in Mexico
that It is jiot easy, tp estimate what Its
greatest development wilt produce. It is
estimated that Mexico could support a popu
latlou ot lao. 000.000 more than the 15,
009,000 now there, and by the same token,
rte inhabitants ot the western United
States are one-tenth in number to those
(Biota development will attract
Horseplay and Limelight
Editor of "What Do You Know" What
Is "horseplay" which one often reads about,
nnd what Is the "limelight," which often
rppears In print? e. R. S.
"Horseplay" is rough-and-tumblo sport,
virtually Joking that Is In bad taste: cari
cature that is carried too far. The "lime
light" Is a reference to tho stage. Tho lime,
light la sometimes thrown upon central fig
uiej. especially those of dancers. "To be
In the limelight," then, is to be In a promi
nent position, and thoso who "seek tho lime
light" In public life aro thoie who are too
fond of publicity.
Safety nt Sea
Editor of "What Do You Know" Can
jou tell me If the passengers are safe on
trips to Europe, especially to Italy on Ital
ian ships, nnd In case a submarine should
catch a ship would sho be permitted to un
load the passengers before sinking the ves
se,? Q, D. S,
No transatlantic liners have been sunk
since President Wilson sent his final note to
Germany on the submarine question. Tho
general opinion Is that Germany will con
tinue to respect her promise to this country
to avoid endangering the lives ot honcom
batants at sea. Of course, no Individual in
this country can take it upon himself to
assure another of his safety at sea any
more than he can be Justified In warning
another to keep off the sea. Before tho Ger
mans changed their submarine policy they
Jlre ,a,b. t0 ?!nlc tar more British ships
than Italian ships, and If they should de
cide jo defy this country it might be pre
sumed that Italian ships would again surfer
less frequently than British ships!
Tale of a King's Marriage
Editor of "What Do You Know" In It
true that King George of England Was mar
rled before he married the present Queen?
llhen My"S3 "" "" KUlltyOf
libel when he caused copies of the Liberator,
an antimonarchlcai paper published in Paris
pJdC.talnB the totV- t0 be circulated (n,
in- 1890 King Qt,orge, then Duke ut York,
contracted a morganatic marriage with the
eldest daughter of Admiral Sir Michael Sey
mour at Malta. At the trial of MyfiuJ Tn
January, mi. a mass 0f evidence wa, in
reduced to show that the stor" was en
tirely without foundatton Admiral Bey
Senour fJV"9' th n8 ' "
d to ?.?! IV" furnished evl
aeuce to set at rest the report, which had
galn4 a wide clrcuiaugn.
EMERSON, or whoover It Wa. . ,
It. did not know what h .w
lng nbout when ho n.,,J ..8 tat
can mako a better mou .-! fh,ft
neighbor, though ho builds hi. Jf
tho woods tho world will mZ fe
track to his door. 8 a
If tho man neglected to nrM .
self with a publicity at, v?!"6.-
dead before tho worlri riu. " . .UI4 H
had cleared hln nwn ,..-. ,"Ba."l
neighbors might know It, but (hi "'
automatic system of telegrann '' "'
communleatea Buch Information ilcf
from town to town. But Xn pldljr
ventor and tho publicity expert ",.
partnership wo liavo an InvlneiM """
blnatlon that wins fortune, "'
benefits the world. If yoxi a' , '; ?
it hunt up Mr. Edison and ask hta , '
Advertising? m old as trd!
first advertisement!, .-. ., ' ,8
., Blgns
of business. Some of "the
still preserved in the run
Wo learn from th ,,.
In Romo Itself tho wine, h 1 " "
,t.. , " ."-' were m- ,
signs aro still preserved In the h.1. .
Pompeii. Wo learn from th. 5r?.H
dlcated uv n Dlctnrn nt ., r
two slaves, that a picture of a 2!?
painted outaldo ot a dairy anathJ
school was indicated by a Bm sh '" J
n boy getting whipped. 'T" 1
uut no ono could seo these sign ,, '
copt thoso who wont throuch h. .iJ. 'i
"Mje
h
i
s
t)
P
i
whero thoy wero,
Ills Own Press Ai
Tho canny Romans, however, did not 1
depend on signs or on chance puliidK. '
to spread their fame. Caesar vrci. v.. ?
story of tho Gallic wars In order t5 Z
his countrymen know how great he m
becauso his ndvprtlscmenta are mJ,
ot. Y..-U u.iu oiuuim to, mis flay, Btni
earlier than Caesar, Homer set up btol- f
ni;a.- m uiu press agent of the Grift
heroes, and full-grown men debnto to&r '
tho relatlvo greatness of the press agent
and tho heroes whom ho celebrated. Tin '
great men of antiquity whose reDubilio.
havo survived nro thoso who were cither
skilled sclf-ndvertlsers, after tho fashion
of Georgo Bernard Shaw, or were wt 1
enough tohiro others to oxplolt them. 1
This sort of thing was not called a. j
vertlslng. It Is only slnco the torld
has begun to Btudy tho art of publicity
that It has dawned upon the student
that thero aro moro kinds of advertlj- i
lng than that Which ordinarily' goes It
that name. Its dovelopmont as an art If
credited to tho enterprising bu'sbesi ;
mon of tho United States. They spenl
anywhere from $300,000,000 to $5OO,00J(
000 a year in various forms of pubUdtr,
moro than $200,000,000 of which Is paid
to periodical publications. Tho rest go
to pay for catalogues, circulars, bill
board display, atereoptlcon pictures,
cards In street cars and similar ronnj el
specially distributed announcements.
Printing Did It
Although thero has been adrertislif j
ot somo kind from tho beginning, Trhat a.
wo know as advertising really dates froi?
tho Invention of printing; for then It b
camo possible to reach a large public it
a comparatively small expense. The sip
on tho shop could bo duplicated anil ex
panded nnd distributed as widely as lis
advertiser pleased. ,
The first periodicals did not testila
advertisements. Tho earliest Eatllsh
newspapsr appeared in May, 161!,tttt
was not until 1047 that a business b
nouncoment was made in a newspsjtt
It appeared in a publication with lb
tltlo, not constructed for the comta
lenco of newsboys, "Perfect OrcurreoceJ
of Every Dale, Journall In ParllMnent
and Other Moderate Intelligence," soft It
announced tho publication of a book M (
"Tho Dtvlno Right of Church Goef-'
ment." For years books and medicines
wero the only things advertised. In Its',
eleven years after tho first publishers w
noiincemont. an advertisement of lea P-
peared In an English paper. This Is uM
to be the earliest attempt to attract puV i
.. -j .. -tMi $
lie attention to mo merits m " ---" -,
not Intended to cure disease or to In- ,a
form the mind. Thereafter business ma. j
gradually began to take advantage J
tho. opportunities' of broadening thbf ,
business by the use of the press. f
Philadelphia's Primacy
There Is now no commodity which is ,,
not advertised, nnd no successful bu
ness man who does not devote almost
much attention to letting the public km ,
what he has to sell as to securtnj e' j
manufacturing a product which he va J
tho people will buy. More has been cow
In Philadelphia to develop the art of W
vertlslng than in any i" w - . -e
world. It was a Philadelphia mercMM
who set tho example to all tue ;
merchants in the country of using ne j
paper soace to attract attention W
imrt'uins. iv, ivuo a , , y
chant who Instituted (he custom ot pnw j
lng the prices of his goods, and It
. ..-j.,-,... ..,ii,,hr who succeed
n 1-iiimuuiiJiiKv i"""'" if.
. . , ..... .omifneturers t ",
m convincing i 4'- y .
tides In common use to "" m f
n.inr.oii in nrHer to educate tne piu- r
.u..U..u. ... . .jii a
Ol m f'-r s
to ask for them by name -
stores. -j 2
A trade name widely -known U n
of tho most valuable assets of tM j,
poratlon which owns It. The picture j
girl on the wrapper ot a PP"'"
of chocolate has been MPtalU" ,.f
$1,000,000, A Philadelphia cigar n I
facturer last winter began to P " I
on his cigars to Identify them. B
discovered that the name of ou f
was worth so much to hint that v
identifying ot It unmlstakab yy
band has Increased hie sales . ip j.
..- V...M made known Df T
mho imiiio ji9 wvv,. ..
vertlslng. His whole plant Wr
wined out bv lire and all his wealth WW
be lost by bad Investments, but v
as he owned this trade name M jf
raise all the money he ne
business again. .
Caesar knew that the time nd nw
he spent In writing bU sr"" it,
ments-the stories - jB ill &
vested ana woum i.o " j t -
but the lesser men of today hav P u,
j,. . hi fundamental ruub..?a tm
every dollar wisely Pt u3
a dollar added to the burtM" ,-
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