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rather than built around a dramatic
nouncements will rouse lively discussituation, yet before we are through we
sion, but his freely expressed personal find an odd and moving situation. 1
opinions are put forth with a nuïvcté believe that this author will find a se
that is engaging. The form inevitably cure place among American novelists
suggests Wells's “Outline of History," worth while, if this book is the pre
but the statement is made that the aucursor of others as good. He has some
thor began his book before that work thing like the De Morgan charm with
appeared. The original illustrations by out the De Morgan prolixity.
the author will help to make this a Mr. Pryde is a facile and often charm
“best seller” among books of its class. ing writer. The men and women in his "Nightfall" 5 have substance and reality.
TRAVEL AND DESCRIPTION He knows also how to get the most out
FAERY LANDS OF THE SOUTH SEAS. Ly
James Norman Hall and Charles Bernard of a strong situation-in fact, he gets
Nordhoff. Mlustrated. Harper & Brothers, too much, for one's sensibilities are
Ven York. $1. painfully on the strain over the almost
Both the authors are practiced deinsane and murderous jealousy of the
scriptive writers. They have given us crippled soldier husband and over the
here a book which is neither supersecret anguish of the fine young English
romantic nor tediously informative. man who is acclaimed a war hero when
They spent two years in the South Seas, in fact he broke down under fire and is
visiting some islands so small as to be pledged not to confess, as he would like.
practically unknown and viewing the "Peter Binney", is an early story of
native life closely and sympathetically; Mr. Marshall's, not before published in
one native island with a community systhis country. Its plot idea is novel and
After stupendous toil he passes the ex- tem of its own is so pictured as to make amusing. A middle-aged, self-made,
amination and is a freshman among it sociologically as well as romantically London business man, persistent in put
freshmen. The situation is cleverly interesting. The book is one of the most ting things through, insists on entering
conceived and is full of opportunities pleasing volumes of travel and observaCambridge University with his son.
for humor, but the old chap thinks he. tion recently published. 5 Nightfall By Anthony Pryde. Dodd, Mead must be too sporty and rowdyand
INNS AND TAVERNS OF "PICKWICK" (THE). & Co., New York. $2.
thus the fun is a bit overdone. 6 Peter Binney. By Archibald Marshall. Dodd,
By B. W. Matz. Illustrated Charles ScribMead & Co., New York. $2.
R. D. TOWNSEND.
ner's Sons, New York. $2.755. Many of the inns mentioned in “Pick
wick” have disappeared in the march of THE NEW BOOKS
modern improvement, but enough remain to make a delightful tour for a
Dickens lover. These are pleasantly deBIOGRAPHY
lin our greatest citizen, and Lincoln, if "GREATEST AMERICAN (THE)." By Arthur
scribed in this book, the text being not our greatest President, our greatest Hendrick Vandenberg. G. Putnam's
accompanied with quaint pictures. exponent of human justice. Sons, New York. $2.50. This purports to be a study of the HISTORY AND POLITICAL ECONOMY
RELIGION AND PHILOSOPHY character and personality of Alexander IRISH SITUATION (THE). By Stephen Gwynn.
RUIN OF THE ANCIENT CIVILIZATION AND Hamilton with evidence proving that he
THE TRICMPH OF CHRISTIANITY (THE). Jonathan Cape, London.
By Guglielmo Ferrero. Translated by the is entitled to be called “The Greatest A very admirable description of a tan- Hon. Lady Whitehead. G. P. Putnam's American.” It does not, however, throw gled situation and of the events which Sons, New York. $2.30. any new light on Hamilton, but does led up to it. The book gives every indi.
A vivid and condensed account of the contain an interesting collection of opin- cation of being written without preju- “Ruin," but we fail to find any account ions of various American public men dice and with full knowledge of the of the “Triumph.” The “ruin” is traced regarding Hamilton's place in our Con- facts. Wrong-headed Separatists in the to a life-and-death struggle between two stitutional and political history. The South of Ireland, wrong-headed Nation- principles of authority—that of an absobook is by a journalist, and is therefore alists in the North of Ireland, have
lutism borrowed from the Orient involvnaturally journalistic in its nature. created a situation which required a
ing the divine right of kings, supported From this point of view it is interesting. strong and settled policy, and England's by a pagan religion, culminating in the But it can hardly be regarded-perhaps policy has been neither, but has vacil- deification of the emperor, and an aristhe author did not intend it to be re- lated between conquest and conciliation, tocratic republicanism which vested the garded—as an important piece of histori. and therefore failed in both. We think ultimate authority in a senate elected by cal writing. In the realm of finance and the author's conclusion is justified by a localized aristocracy, and in turn economics Hamilton had a very great the facts: “I personally hold that unity electing the emperor. The decay and mind. He was an undoubted genius. does not exist in Ireland; or rather that final destruction of the senate led to a His theory of national government was unity is latent and must be given time destruction of all authority but that of the theory which John Marshall so suc- to emerge. It cannot be imposed from the sword and the final disruption of the cessfully expounded and established without." Can it be developed within? empire. In this history Mr. Ferrero through the Supreme Court. But Hamil- That is England's problem.
finds a lesson for our times. The overton lacked some of the human qualities
throw of the principle of authority in STORY OF MANKIND (THE). By Hendrik Van which have endeared the memory of Loon. Illustrated. Boni & Liveright, New
Europe threatens the Continent with a Franklin and Lincoln in the hearts of York. $.3.
long period of anarchy. The only hope their fellow-countrymen.
Written apparently for serious-minded for Europe is that the United States, It is difficult, if not dangerous, to use children who have arrived at an age England, and France may use their the term greatest in connection with any when they are likely to object to being riches, power, and relative state of order abstract idea which cannot be mathe- called "children,” this book will also to help other countries less advantamatically measured We doubt if it is strongly attract their elders who may be geously situated. Mr. Ferrero makes no possible that there should ever be a called upon to read it aloud in the fam- attempt to indicate where modern civi. "greatest” American, although it might ily circle. The story is told in lucid and lization is to look for a new principle of be safe to call Washington our greatest comprehensive but somewhat colloquial authority to take the place of imperial liberator, Hamilton our greatest finan- fashion, and controversial subjects are authority, which the Great War has cier, Marshall our greatest jurist, Frank- not dodged. Many of the author's pro- overthrown.
ADVERTISING-THE NEW PROFESSION
FROM AN ADDRESS BEFORE THE ATLANTIC CITY CONVENTION OF THE AMERICAN SPECIALTY MANUFACTURERS' ASSOCIATION
BY FRANK PRESBREY
Dependable Insurance Information
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 professions 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. Indeed, 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.
Annual Income $2,000,000 Insurance in Force $42,000,000 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 Pay. ment 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
Safeguards Your Health 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
Out. 1-4-22 Find Out What You Can Save
Postal Life Insurance Company To secure full particulars call at the
511 Fifth Ave., New York Company's offices, send in the Coupon at
Without obligating me, please send full in
surance particulars for my age. right, or simply write and say:
“Mail me official insurance information as mentioned in The Outlook for Jan. Ath.' In your first letter be sure to give 1. Your full name.
Occupation 2. Your occupation.
3. Exact date of your birth. Exact date of 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
ADVERTISING THE NEW PROFESSION
(Continued) all, is to no indifferent extent a i. atter of bathrooms and electric lights, hent 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 man.
Take, for example, a branded hamone of the most probalo and mundane packets the markets could offer. If you find it dimcult 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 indi. vidual out of the sordid slough of mediævalism and place him on new æsthetic plane.
Clean mouths are certainly as important a step toward the millennium as Tennyson's poems 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 bre:.kfast 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 fattering and equali; 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 recome mend it, and its reception among busi: ness men was u cool one.
Gradually it got down to work and began to study. First came mediumis 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 business.
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
be 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.
An interesting booklet of information about wills and trusts, which may
be the means of saving many anxious after-thoughts, can be obtained free at a trust company, or by writing to the address below.
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 wel. fare 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 BE-
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 desolation?
D. Boyd DAVENDORF. Amsterdam, Vt i York.
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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" advertise ment, is set in capital letters without additional charge. If ansters 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
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Feb. 11, 1922
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