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rather than built around a dramatic situation, yet before we are through we find an odd and moving situation. believe that this author will find a secure place among American novelists worth while, if this book is the precursor of others as good. He has something like the De Morgan charm without the De Morgan prolixity.
Mr. Pryde is a facile and often charming writer. The men and women in his "Nightfall" have substance and reality. He knows also how to get the most out of a strong situation-in fact, he gets too much, for one's sensibilities are painfully on the strain over the almost insane and murderous jealousy of the crippled soldier husband and over the secret anguish of the fine young Englishman who is acclaimed a war hero when in fact he broke down under fire and is pledged not to confess, as he would like.
"Peter Binney" is an early story of Mr. Marshall's, not before published in this country. Its plot idea is novel and amusing. A middle-aged, self-made. London business man, persistent in put ting things through, insists on entering Cambridge University with his son.
5 Nightfall. By Anthony Pryde. Dodd, Mead & Co., New York. $2.
Peter Binney. By Archibald Marshall. Dodd, Mead & Co., New York.
After stupendous toil he passes the examination and is a freshman among freshmen. The situation is cleverly conceived and is full of opportunities for humor, but the old chap thinks he. must be too sporty and rowdy. and thus the fun is a bit overdone.
THE NEW BOOKS
This purports to be a study of the character and personality of Alexander Hamilton with evidence proving that he is entitled to be called "The Greatest American." It does not, however, throw any new light on Hamilton, but does contain an interesting collection of opinions of various American public men regarding Hamilton's place in our Constitutional and political history. The book is by a journalist, and is therefore naturally journalistic in its nature. From this point of view it is interesting. But it can hardly be regarded-perhaps the author did not intend it to be regarded as an important piece of historical writing. In the realm of finance and economics Hamilton had a very great mind. He was an undoubted genius. His theory of national government was the theory which John Marshall so successfully expounded and established through the Supreme Court. But Hamilton lacked some of the human qualities which have endeared the memory of Franklin and Lincoln in the hearts of their fellow-countrymen.
It is difficult, if not dangerous, to use the term greatest in connection with any abstract idea which cannot be mathematically measured We doubt if it is possible that there should ever be a "greatest" American, although it might be safe to call Washington our greatest liberator, Hamilton our greatest finaneier, Marshall our greatest jurist, Frank
R. D. TOWNSEND.
lin our greatest citizen, and Lincoln, if not our greatest President, our greatest exponent of human justice.
HISTORY AND POLITICAL ECONOMY IRISH SITUATION (THE). By Stephen Gwynn.
Jonathan Cape, London.
A very admirable description of a tangled situation and of the events which led up to it. The book gives every indication of being written without prejudice and with full knowledge of the facts. Wrong-headed Separatists in the South of Ireland, wrong-headed Nationalists in the North of Ireland, have created a situation which required a strong and settled policy, and England's policy has been neither, but has vacillated between conquest and conciliation, and therefore failed in both. We think the author's conclusion is justified by the facts: "I personally hold that unity does not exist in Ireland; or rather that unity is latent and must be given time to emerge. It cannot be imposed from without." Can it be developed within? That is England's problem.
STORY OF MANKIND (THE). By Hendrik Van Loon. Illustrated. Boni & Liveright, New York. $5. Written apparently for serious-minded children who have arrived at an age when they are likely to object to being called "children," this book will also strongly attract their elders who may be called upon to read it aloud in the family circle. The story is told in lucid and comprehensive but somewhat colloquial fashion, and controversial subjects are not dodged. Many of the author's pro
nouncements will rouse lively discussion, but his freely expressed personal opinions are put forth with a naïveté that is engaging. The form inevitably suggests Wells's "Outline of History," but the statement is made that the author began his book before that work appeared. The original illustrations by the author will help to make this a "best seller" among books of its class.
TRAVEL AND DESCRIPTION FAERY LANDS OF THE SOUTH SEAS. James Norman Hall and Charles Bernard Nordhoff. Illustrated. Harper & Brothers, New York. $1.
Both the authors are practiced descriptive writers. They have given us here a book which is neither superromantic nor tediously informative. They spent two years in the South Seas, visiting some islands so small as to be practically unknown and viewing the native life closely and sympathetically; one native island with a community system of its own is so pictured as to make it sociologically as well as romantically interesting. The book is one of the most pleasing volumes of travel and observation recently published.
INNS AND TAVERNS OF "PICKWICK" (THE). By B. W. Matz. Illustrated. Charles Scribner's Sons, New York. $2.75.
Many of the inns mentioned in "Pickwick" have disappeared in the march of modern improvement, but enough remain to make a delightful tour for a Dickens lover. These are pleasantly described in this book, the text being accompanied with quaint pictures.
RELIGION AND PHILOSOPHY RUIN OF THE ANCIENT CIVILIZATION AND THE TRIUMPH OF CHRISTIANITY (THE). By Guglielmo Ferrero. Translated by the Hon. Lady Whitehead. G. P. Putnam's Sons, New York. $2.50.
A vivid and condensed account of the "Ruin," but we fail to find any account of the "Triumph." The "ruin" is traced to a life-and-death struggle between two principles of authority-that of an absolutism borrowed from the Orient involving the divine right of kings, supported by a pagan religion, culminating in the deification of the emperor, and an aristocratic republicanism which vested the ultimate authority in a senate elected by a localized aristocracy, and in turn electing the emperor. The decay and final destruction of the senate led to a destruction of all authority but that of the sword and the final disruption of the empire. In this history Mr. Ferrero finds a lesson for our times. The overthrow of the principle of authority in Europe threatens the Continent with a long period of anarchy. The only hope for Europe is that the United States, England, and France may use their riches, power, and relative state of order to help other countries less advantageously situated. Mr. Ferrero makes no attempt to indicate where modern civilization is to look for a new principle of authority to take the place of imperial authority, which the Great War has overthrown.
FROM AN ADDRESS BEFORE THE ATLANTIC
BY FRANK PRESBREY
NE day in London years ago a rather emotional lady came up to Whistler, the painter, and said,
"Mr. Whistler, I only know of two painters in the world-yourself and Velasquez."
"Madame," replied Whistler, "why drag in Velasquez?"
Perhaps when I say that I consider manufacturing and advertising the two most vital forces at work in the world to-day, you will be tempted to paraphrase Whistler and say. "Why drag in advertising?"
We are successful manufacturers and successful salesmen. In other words, we are money makers. That would seem to fulfill the traditional American ideal.
But I am wondering if we aren't a great deal more than that. Are we rendering a service that can boast of more than transient value, that is comparable in any way with the learned profes sions and the activities of public men?
Civilization, culture, the fine art of living can never rise higher than the mechanics of existence. A stream cannot rise above the level of its source.
Culture itself has been described as the art of making the most of the refinements of life.
And the modern manufacturer-the wholesale maker of physical necessities, conveniences, and luxuries, is playing a part in the social progress of man only a little removed from the work of the greatest financiers and publicists.
Man is a trinity-a soul, a mind, and a body.
The industrial world, if you will, is mainly concerned with the least of these -his body. But it is a fact recognized as far back as Plato that the welfare of soul, mind, and body are so fused and mingled together, so interdependent and sympathetic with each other, that you harm all when you harm one, and you benefit all when you benefit one. deed, it would be interesting to know how many gods have been blasphemed, how many moral vagaries of all sorts have been committed because of a general lack of the many things you gentlemen are making to-day that enrich and sweeten the business of living.
There are those who believe that the manufacturer, by freeing man from the privations and endless drudgery that kept him ignorant and humble for so many centuries, has been the chief factor in promoting democracy itself.
To-day the humblest laborer enjoys a hundred material advantages unknown to a Roman Emperor. These have not given him the brain of a Cæsar. But they have done much to exalt him infinitely above the shabby and childlike rustics who made up the bulk of Cæsar's empire.
Let the star-eyed idealists decry the philosophy of Economic Determinism. The fact remains that civilization, after
And the Company's statements are not only official and printed or written but they are prepared for the watchful eyes of the State Insurance Department which supervises the Company, and as they are sent country-wide through the mails they are also subject to the United States Postal Authorities. Here follows a partial list of some POSTAL publications, available on request:
"See How Easy It Is;" "Buying Direct;" "The Postal Way is the Best Way;" "Special Safeguards for Policyholders;" "Buying Direct and the Elimination of the Middleman;" "Your Right to Buy in the Best Market;" ""An Unsought Tribute;" "Sound Insurance at Low Net Cost;""Dividends, Death-Claims and Matured Endowments;" "The Advertising Savings Fund for Policyholders;" "How Insurance is Bought and Paid For;" "How Much Insurance Ought I to Carry ?" "The Value of Insurance Money;""Monthly Income Policies;" "Do I Need Life Insurance?" "The Development of Collective Insurance;" "Insuring Lives in Groups;" "Policyholders' Health Bureau;" "Prompt Payment of Death-Claims."
From these and other booklets and official public announcements, you can hardly fail to be convinced that the POSTAL LIFE is the Company that is not only safe and dependable, but
Saves You Money and
It is quite probable that you have already looked into the POSTAL method in a general way and believe in it, but have not yet taken personal advantage of the opportunity presented, in which case it is suggested that you
Find Out What You Can Save
To secure full particulars call at the Company's offices, send in the Coupon at right, or simply write and say:
"Mail me official insurance information as mentioned in The Outlook for Jan. 4th." In your first letter be sure to give 1. Your full name.
2. Your occupation.
3. Exact date of your birth. No agent will be sent to visit you. The POSTAL, as stated, has no agents, and resultant commission savings go to you, because you deal direct. Our new descriptive booklet, " Buying Direct," will be mailed on request.
POSTAL LIFE INSURANCE COMPANY
WM. R. MALONE, President
511 Fifth Avenue, cor. 43d St., New York, N. Y.
The God of Two Faces
ANUARY derives its name from Janus, a Roman god, who took precedence of all other gods. He had two faces one youthful, looking forward; the other aged, looking backward. He was the god of all beginnings.
NLESS you look forward
Unow, it may be your family's
portion to look backward after you are gone, with vain regrets.
There are countless cases on record of troubled estates left by men who neglected to plan for the future of their families.
Mrs. J. was left a comfortable fortune. She was persuaded by promoters to invest in unsound schemes. She and her daughter are now working for a meagre living. This could have been prevented if Mr. J. had left a will and placed his estate in the hands of a trust company to be managed for his wife and child.
There is no higher duty and privilege than that of making a will; there is no better time to do it than now in January, the month of beginnings.
ADVERTISING-THE NEW PROFESSION
all, is to no indifferent extent a . atter of bathrooms and electric lights, heat and power, motor cars, table delicacies, breakfast food, tooth-paste, mowing and sewing machines, disinfectants and convenient kitchens, pure food, and telephones.
And these multitudinous physical refinements exert as persistent and benevolent an influence on civilization as (in their separate spheres) do the books and paintings and music and temples of the world.
Indeed, it would tax an astute and audacious logician to prove who is doing the most just now to raise our standards of living and to enhance the dignity and value of life-the philosopher, the artist, the manufacturer, or the advertising
Take, for example, a branded hamone of the most prosaic and mundane packets the markets could offer. If you find it difficult to imagine an alliance between that ham and culture I suggest that you pause long enough to visualize your primeval ancestor squatting on the floor of his cave and sinking his greedy fangs into the uncooked shank of a wild boar!
Think what Shredded Wheat has done to enlarge the knowledge of dietetics and make a world of stronger men and women by cultivating a desire for better and more nutritious food.
Take a tooth-brush. At first thought it might seem to play no direct part in the cultural progress of the race. Yet I feel safe in saying that no one creation of man has done more to lift the individual out of the sordid slough of mediævalism and place him on a new æsthetic plane.
Clean mouths are certainly as important a step toward the millennium as Tennyson's poems or Mendelssohn's "Spring Song."
Think, if you will, how the Kodak has made familiar in the humblest homes the uttermost corners of the earth, so that to-day there is really no North, South, East, or West which is longer shrouded in mystery.
And in its own degree, a like tendency for refinement and enjoyment of living could be discovered in practically every valid product on the market to-day.
Every specialty, every manufacture that enhances the delicacy and hygiene of the breakfast or dinner table, is reflected in the manners and health of the people. Every article of apparel that increases beauty and dignity of the body has a constructive reaction on the mind. Everything that makes simpler or pleasanter the mechanical routine of living frees and stimulates the higher faculties for better endeavor. Everything that beautifies the environment, elevates, through suggestion, the beholder.
In other words, it all comes down to this: Are we contributing to make life a pleasanter and a nobler experience? To those who can answer "yes," the profits both in money and personal satisfaction are pretty apt to take care of themselves.
I am willing to grant that freely and without reservation because it allows me to add a comment on my own profession that is equally flattering and equally true-advertising together with transportation. has made the modern manufacturer possible, and to that extent the advertising man feels that he can claim no inconsiderable share in the honors.
Advertising has performed a wonderful service in this first thirty years of its maturity. Indeed, one is rather struck with how typically American its career has been.
Coming up from the circus lots and patent-medicine fields, a rather awkward, unethical, loud-talking youth, in ill-fitting clothes, it had little enough, at first, beyond boundless energy to recom mend it, and its reception among business men was a cool one.
Gradually it got down to work and began to study. First came mediums and rates and type and copy and art work. Then one fine day it awoke to the realization that industry was beginning to look to it for real help in selling its goods. It saw its responsibility and opportunity at one and the same time. New studies had to be taken up-new courses added. It plunged into the study of markets, and all the intricacies of research and distribution. It went to school in the Nation's factories and studied the products it was asked to sell. Realizing that sales are made in the mind, it went into the psychological laboratory and studied the minds of men. It also went into their homes and studied their habits of living. Finally, as its position in the commercial world became firmly established it began to realize how vital to its equipment was an intimate knowledge of economics, banking, and the broader aspects of finance.
Nor could the liberal arts be neglected during this period of growth. A knowledge of history, literature, sociology, and all the intellectual movements of mankind could not be neglected. Advertising had always to keep in mind that it was concerned with art as closely as it was concerned with science and busi
And that I believe to be a fairly accurate sketch in parable of the history behind the first order of advertising agencies to-day.
They have matured, through a stern evolution, into efficient, hard-headed organizations, balanced by an assembly of specialized talent, and made singularly effective through a diversity of merchandising experience.
Advertising has become the great teacher of progressive living. It breaks old bad habits. It creates new good habits. It keeps the public abreast of inventions and improvements. It is an essential guide to buyers in our complex modern markets. It has successfully undertaken the Herculean task of teaching our wives the economy of wise buying. It has taught people to want better food, better clothes, better homes, better everything.
In its highest functioning it has gone still further and interested the masses
in hygiene, sanitation, education, arts, religion, charity, and the national welfare and necessities in time of war. Through the genius of suggestion it is making a gentleman out of a bumpkin world.
The ethical evolution of advertising has been equally marked. Years ago it thought only of its own welfare. Later on this short-sightedness gave way and it began to think primarily of the welfare of its clients. To-day, fortunately for all concerned, its ethics have crystallized into a finer as well as a more politic principle. It realizes at last that it must serve the consumer, and that its tremendous power, and the slowly acquired prestige on which that power rests, can only be retained so long as it holds sacred its moral obligation to the man in the street. "Truth in advertising" has made a profession out of what for so long was little more than a makeshift and questionable occupation.
A COUNTRYMAN WHO BELIEVES IN THE OUTLOOKAND CONSERVATION COUNTRYMAN would hardly expect that a journal such as The Outlook would contain so many authoritative articles on such vital agricultural problems as co-operative marketing, trespassing, etc. Your fairness in giving the farmer a seat with capital and labor has been very pleasing.
I have been greatly interested in wild-life preservation and have longed for the day when enough farmers could become sufficiently organized so that the "old-time plenitude of game" could become a present condition with us.
Last winter we were able to influence the passage of a fairly satisfactory posting law, which has eliminated most of the trespassing by hunters in this neighborhood. Last year on our 600-acre farm-100 acres in woods-we had barely a trace of partridges and squirrels. We have now four times as many. But there is still scarcely more than fifteen per cent of a normal breeding stock of these species.
Because hunters have been shut out of so much territory by posting they now seem to be organizing in an endeavor to break down the effectiveness of the protection which both game and land owners now enjoy.
We have recently started a movement in our county to reforest all waste lands, steep hillsides, and other lands least suited for the purposes of cultivation. We have twenty acres of young firs that are just becoming large enough to give joy to the sight, and we are filled with enthusiasm for more of the work.
We know that we are headed toward a total depletion of our wild life and our timber supply. Shall we wait until the dawn of that terrible day before we turn from the path which leads to desoation? D. BOYD DAVENDORF.
Amsterdam, New York.
Round Trip Rate $70 Up 12 Day Tour $129 Up 19 Day Tour $171 Up
THE OUTLOOK CLASSIFIED ADVERTISING SECTION
Advertising Rates: Hotels and Resorts, Apartments, Tours and Travel, Real Estate, Live Stock and Poultry, sixty cents per agate line, four columns to the page. Not less than four lines accepted. "Want" advertisements, under the various headings, "Board and Rooms," "Help Wanted," etc., ten cents for each word or initial, including the address, for each insertion. The first word of each "Want" advertisement. is set in capital letters without additional charge. If answers are to be addressed in care of The Outlook, twenty-five cents is charged for the box number named in the advertisement. Replies will be forwarded
by us to the advertiser and bill for postage rendered.
Address: ADVERTISING DEPARTMENT, THE OUTLOOK, 381 FOURTH AVENUE, NEW YORK CITY
Tours and Travel
61 DAY Mediterranean CRUISE
S. S. CARMANIA
(Cunard Line) Sailing New York
Feb. 11, 1922
American Express Travel De-
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(Near 5th Avenue) 40 West 45th Street
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to 71st St., New York 300 rooms, each with bath. Absolutely fireproof. One block to 72d St. entrance of Central Park. Comfort and refinement combined with moderate rates. Send for illustrated booklet J.
NORTH CAROLINA MARGO TERRACE Asheville, N. C. A delightful hotel home. Write P. H. BRANCH, Prop.
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A private sanitarium for invalids and aged who need care. Ideal surroundings. Address for terms Alice Gates Bugbee, M.D. Tel. 241.
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