The New Books (Continued) and Henry James. The Novelists of ToDay are Howells, Phillpots, Bennett, Galsworthy, Conrad, and Edith Wharton. The unity of the book is remarkable in view of the fact that the chapters, or most of them, originally appeared as review articles. This unity shows that the authors have really been successful in describing each writer "in terms of what is most central and essential in him," and in showing "how that in turn is integral with modern living and thinking." The introductory essay about the general tendency of the novel in English is capital. TRAVEL AND DESCRIPTION Desert (The). Further Studies in Natural Appearances. By John C. Van Dyke. Illustrated. Charles Scribner's Sons, New York. $2. "One begins by admiring the Hudson River landscape and ends by loving the desolation of Sahara." So says the author in his preface. His following chapters tell of the wonderful color, form, and life that the real lover of the desert finds amid this "desolation"-particularly in the American Desert, which the book describes. Professor Van Dyke sees the beauty, the fascination, the solemnity of the desert with the eye of a poet and tells of them with a graphic charm that makes his reader long to share his experiences. Virgin Islands of the United States of America (The). Historical and Descriptive Commercial and Industrial Facts, Figures, and Resources. By Luther K. Zabriskie. Illustrated. G. P. Putnam's Sons, New York. $4. Our new Caribbean possessions, consisting of about fifty islands formerly designated as the Danish West Indies, are interestingly described and illustrated in this book, which will take its place as an authoritative account of the islands. It will rouse the interest of the tourist, give valuable information to the business man, and be of practical use to the historian or statistical investigator. WAR BOOKS At the Serbian Front in Macedonia. By E. P. Stebbing. Illustrated. The John Lane Company, New York. $1.50. This valuable volume unfortunately lacks an index. It is of moment to students of current war history, for it describes in informative detail the Allies' operations in Macedonia. The author went to Salonika as Transport Officer to a unit of the Scottish Women's Hospital, and in that capacity saw much actual fighting. His tribute to the work of the women to whose unit he was attached is certainly well merited. His descriptions are vivid. In particular he brings out the fact, not always realized, that, good as has been the British, French, and Italian work in Macedonia, the capture of Monastir was primarily due to the Serbian troops. Collapse of Superman (The). By William Roscoe Thayer. Houghton Mifflin Company, Boston. 60c. This little book of seventy-five pages is a case of much wisdom in a small space. Mr. Thayer punctures the myth of German superiority, and shows that even in the war the German army has proved itself inferior to the arms of England and France, both in military generalship and in fighting qualities. The victories it has won are almost wholly due to the fact that it spent in preparing for this war the forty years which its neighbors were spending in peaceful development. We recommend the book as a tract to be given to any pro-German who is not yet disabused of the idea that German Kultur ought to rule the world. T HE Pullman car employees are in a distinctive sense the representatives of the Company. They are continually on dress parade; their conduct is a matter of supreme importance. Each Pullman car has its porter, and on every train is a Pullman conductor, in charge of all porters on the train. Either is at your service throughout the journey for information or to supply any special wants within his power. Courtesy and thoughtful attention are among the most important things that the Pullman Company has to sell; and they must be of high quality. A careful record is kept of the manner in which each employee does his work; and rewards of extra pay are given for perfect records. It is noteworthy that twenty-five per cent of the eight thousand porters in the Pullman employ have been for over ten years in the service of the Company; and some have been in its employ for forty years. Pensions are provided for men retired from active service and provision is also made for sick relief for all car employees. There are no rules for passengers save those which conduce to the comfort of all travelers; but the rules for employees, made in the interest of the passengers, are many and minute. THE PULLMAN COMPANY Chicago 6 March THE NATION'SNBC.GRAHAM CRACKERS INDUSTRIAL PROGRESS Believing that the advance of business is a subject of vital interest and importance, The Outlook will present under the above heading frequent articles treating some phase of the country's commercial development. These articles will be educational in character and will set forth in a comprehensive way the industrial upbuilding of the Nation. They are designed to be of service to readers of The Outlook, and inquiries in regard to industrial subjects will be answered by letter or in these pages. All letters of inquiry should be addressed to the Industrial Editor of The Outlook, 381 Fourth Ave., New York. WAR-TIME BUSINESS E VEN in normal peace times the question has been frequently asked, "Is advertising justifiable as an economic factor?" or, conversely, "Does not advertising represent an economic waste?" Advertising has been attacked by many otherwise well-informed business men as a selling expense which frequently brings about a higher selling cost and resulting higher prices to middleman, dealer, and ultimate consumer. If such a condition could be proved in peace times, much, if not all, of the current advertising expenditures would be open to condemnation. And under war conditions, with the everpresent necessity of rigid economy and saving and the demand for a careful scrutiny of all sources of expenditure, advertising must clearly prove its case or be quickly eliminated as a factor in the distribution of goods. Stripped of all verbiage and defined in the simplest terms, what is advertising? It is frequently regarded as a mysterious force which may be employed to revive suddenly a sick business or to increase magically the profits of a going one; or, on the other hand, it may represent a large expenditure for copy" prepared by a self-styled " expert," which is inserted in large space in the newspapers and magazines with an appalling lack of results. 66 But there should be nothing strange or mysterious about advertising. Proper advertising is nothing more or less than "news" told in a straightforward and convincing manner. It is based on a practical application of the most obvious traits of human nature. People demand and must have news. The head of the household eagerly reaches for his morning paper at the breakfast table. His first thought is for interesting, up-to-the-minute news. The mistress of the house looks over the paper a little later, first scanning the headlines perhaps, and then turning to the daily advertisements of the leading stores. These announcements are as much news to her as a headline telling of the sinking of another steamer or a fresh air raid on London. She finds that one store is conducting a sale of table linen, that another has certain bargains in dress goods, and each advertisement, if properly prepared, carries a distinct news message to the readers of the paper. In the evening the husband may pick up his favorite magazine and read the news of a new motor car, or a new cord tire for his old one; or he may turn the page and find his memory suddenly refreshed concerning the pressing need of a new hat or a pair of garters. All this is truly news told simply and convincingly and serving to bring different Here is Something That Will Put New Zest Into Breakfast A few N. B. C. Oatmeal Crackers broken into a bowl and just covered with hot milk or cold, rich cream, make a breakfast food that most everyone will like. Oatmeal in its most delicious form, these N. B. C, Oatmeal Crackers also possess a flavor and goodness that is delightfully different. Sugar is saved, as the crackers are already slightly sweet. Always crisp, fresh and ready to serve, they save minutes in the morning and help you get breakfast ready on time. NATIONAL BISCUIT COMPANY N.B.C.OATMEAL CRACKERS THE OUTLOOK SCHOOL BUREAU announces that it is prepared to give information concerning all types of schools, viz., preparatory schools, colleges and academies, schools for music, art and the drama, vocational schools, correspondence schools, special schools, etc.—and this information is furnished gratis to our readers. We cannot over-emphasize the importance of selecting the right school for your boy or girl, and a great deal of time and careful thought should be given to a perusal of school catalogues and other data relative to the schools you are especially interested in before making a definite decision. Wherever possible a representative of The Outlook, who is in charge of this work, has made a survey of the schools, and will thus give you the benefit of these personal visits. If you will let us know the type of school you are interested in, the age and sex of your child, and any other data which you think will aid us in making our suggestions, we will gladly see that complete information and literature are sent you. SCHOOL BUREAU, The Outlook Company, 381 Fourth Ave., New York War-Time Business and Advertising (Continued) commodities directly to the attention of those who need them at the moment. A successful newspaper must establish and maintain a reputation for truthfulness. Its news must be dependable, concise, and authoritative. Its news must be rendered periodically, generally every day. Advertising news must also be truthful and dependable. The best advertisement gives an immediate conviction of truththat the goods are as represented. False advertising, like false news, brings about the ultimate downfall of the institution behind it. And certain institutions, like certain newspapers, establish a firm reputation for truth and fair dealing through their "news" articles, and thus attract to themselves a steady and ever-increasing clientele. Advertising may therefore be regarded as the most direct and cheapest short cut from the producer to the consumer. But you and I and our next-door neighbor who make up that variable quantity known as "the public " are extremely fickle and forgetful. How many of us remember the incidents of the first days of the German invasion of Belgium, or even the names of those gallant Belgian towns which halted the first sweep of the German hordes towards Paris? It is said that four men out of five will stop and hesitate before naming the Vice-President of the United States. Many of us recall the character "Sunny Jim," but how many can tell what commodity he represented? Even the most important events soon slip from our immediate consciousness and are recalled only by some direct reminder. This is particularly true concerning various articles which we buy and which have many competitors for our patronage. One article will quickly supersede another unless the first one is constantly kept before our attention by regular reminders. So advertising must be constant and regular-the news of an article of merit must be told without ceasing, for this is the cheapest and surest way of holding old trade and securing new. But now we come to war-time conditions. The great problem is not to find new buyers, but to produce enough to meet existing demands of our Government and our allies. Salesmen are called off the road, every effort is made to cut down consumption, prices go soaring, and production still lags far behind demand. How, then, is advertising justified under such abnormal conditions? The answer to this lies in the spirit and purpose behind the advertising and the market conditions governing the lines which the advertiser manufactures. American manufacturers have met the war situation in the most patriotic and whole-hearted manner. They are cheerfully meeting every demand made upon them by the Government, and in numerous cases have offered their entire plants for Government use. They have not hesitated to upset existing channels of distribution or to abandon established markets for the immediate purpose of supplying the needs of the Government. But in only rare instances has the Government asked for the complete output of any individual plant. Rather, it has divided up its war orders among as many different plants as possible in order that each may maintain to some extent its permanent trade connections. The Government recognizes that a general upsetting of business would bring about disastrous results, and that the welfare of the country, and even the success of the war, depend upon the preservation of our business life in so far as possible. American business is thoroughly patriotic; it We are fortunate in having an abundant supply of Hosiery, in the most desirable textures, purchased by us at the old prices and quoted in our regular stock much below present values. Special attention is directed to the following items: Black Lisle Hose-Good medium weight, 40c per pair. Fiber Silk Hose-Black, White, African Brown, Castor, Pongee, Pure Silk Hose-White with Black, Navy, Rose, Tan, or Purple vertical Stripes (Cotton top and sole), $1.25 per pair. Pure Dye Silk Hose-Black, White, and the leading shades for daytime and evening wear, $1.35 per pair. Outsizes in Black or White, $1.50 per pair. White Wool Sport Hose-With Self, Black, Gold, Green, and Purple clocks, $1.95 per pair. Scotch Plaid Hose-In the various clans (White tops), popular on the Golf Links, $3.95 per pair. Orders by mail given special attention James McCutcheon & Co. Fifth Ave., 34th & 33d Sts., N. Y. IMPORTANT TO SUBSCRIBERS When you notify The Outlook of a change in your address, both the old and the new should be given. Kindly write, it possible, two weeks before the change is to take effect. Joy Blackberry, St. Regis Our Catalog No. 1 tells all about them and describes also all "the good old varieties" of small fruits. In it are also offered a full line of Superior Roses, Fruit Trees, Ornamental Trees, Shrubs and Vines, the best Nut Trees, Hedge Plants and Garden Roots. Send for it today. It is FREE. Prices low. Our plants are raised under most favorable conditions, and cared for by efficient nurserymen. Their ability in digging and packing our stock is unsurpassed, and insures delivery to you in perfect condition. 40th year. 200 acres. J. T. LOVETT, Inc., Box 289, Little Silver, N. J. RED GUM "AMERICA'S FINEST CABINET WOOD" Ask your architect to investigate RED GUM Enjoy Beauty? Write for Samples. Wish Knowledge? Write for Booklet. War-Time Business and Advertising (Continued) has responded nobly and is clearly entitled to some consideration as to its own future preservation. Business men must therefore look ahead to the post-war period and prepare now for the great commercial rivalry which will follow the laying down of arms. With this clearly in mind, let us revert to our fundamental statements that "advertising is news" and that "the public soon forgets." Looking forward to the end of the war, and with the perfectly legitimate intention of preserving the integrity of their business until that time, our manufacturers must keep the public informed of their present and future plans and must help that public not to forget. A manufac turer may be loaded up to capacity with war orders, but that is no reason why he should jeopardize his post-war market by allowing people to forget his existence. It is due to both the public and himself to issue a reasonable amount of advertising "news" in order to keep the established merit of his goods before the public. Mr. George H. Charls, Vice-President of the American Rolling Mill Company, in a recent article in "Printers' Ink," tells why it is wise to advertise when oversold. He says that wise business men refuse to discontinue advertising under such conditions because they are convinced that adver tising is business insurance. He then continues: "For two years and a half the Amer ican Rolling Mill Company has been unable to supply the ever-increasing demand for its products, notwithstanding that during this period production was increased twenty-five per cent. It has been forcibly confronted with the proposition of advertising when it is hard to get the goods to deliver the orders. "This company has consistently pursued a policy of taking care of its regular customers instead of casting them aside for the more profitable business of foreign buyers or the bonuses offered by domestic consumers who could not obtain their raw products. This action cost millions of dollars, but the company determinedly kept in mind that it was building a permanent business edifice, that time flies rapidly, and that some day it would have to spend those millions buying back the business and good will of its clients, if they were forsaken in this emergency. "The same reasoning which crystallized this policy formed the company's decision to continue its advertising campaign. Regardless of what the future might hold, regardless of the fact that human nature sometimes forgets, this could not company be true to the principles which the organization held dear if it adopted any other course. It was under obligations to its distributers to continue the advertising campaign. It was recognized that if the distributer needed the advertising, the company needed it much more, because if the distributer lost his prestige the company would suffer in like manner, with the additional possibility of losing the distribu ter at the same time." There is another strong reason for advertising now for after-the-war effect. This lies in the tremendous additions to capital investment and plant capacity for war pur poses. What is to become of these great industrial plants after the war unless they are devoted to the manufacture of new peace products? And if this is done, a market for these products must be prepared in advance by persistent advertising. One of the most noteworthy examples War-Time Business and Advertising (Continued) of this working out of peace products is furnished by the E. 1. du Pont de Nemours Company. When we hear Du Pont mentioned, we think of dynamite and other high explosives. Yet, as a matter of fact, munition-making represents but a small part of the business which is rapidly being developed by this company. They are devoting their enormous resources to the manufacture of a great variety of peace products, and are already well prepared for the post-war period. Mr. George Frank Lord, Director of Advertising of the Du Pont interests, in a recent speech before the New York Business Publishers discussed the subject, "Is This the Time to Stop Advertising?" He said in part: "The greatest power of advertising is its ability to stabilize and develop the business advertised rather than the particular commodity chosen for merchandising. "If advertising is ephemeral, living or dying with the daily, monthly, or yearly merchandising campaign, then we should surely trim our sails to meet the current shifting breezes. "If, on the other hand, advertising is a process of market development heading for a specific goal, we will push on through storm or calm, with or against the wind or current, until that goal is reached. 66 History records that all great wars have been followed soon by periods of intense reconstruction. That the present war surpasses all others in magnitude and destructiveness only means that its sequel of reconstruction will also surpass all others in magnitude. "For more than three years we have been obliged to produce in this country much of what was formerly imported, and with our war-born facilities we are going to be still less dependent on our imports than ever before. "The demand for everything of use or beauty is bound to be tremendous. Those who have stopped the purchase of utilities or luxuries, either because not obtainable during the war or because their purchase price had been diverted to war expenditures, will want to make their deferred purchases as soon as the glad tidings of peace burst upon the world. peace "The war has taught us that preparedness is really the longest word in the dictionary and also the strongest. We cannot start preparing for big business on the day is declared, any better than we started preparing for war on the day war was declared. We did not like to prepare for war, because did not want war. But this does not apply to preparing for business, because our worst enemies never accused us of not wanting business. we "Most emphatically I believe that now is not the time to stop advertising. On the contrary, it is the time to start more and better advertising than we have ever done before. It takes fully as much time to bring an advertising campaign into full action as a military campaign. We do not know how much or how little time we have to sell the made-in-America idea to Americans and to the world at large. "We do know that we have right now all the resources necessary to make this country the most prosperous manufacturer in the world as soon as we are able to turn our capital, facilities, and organizations loose on peace products. 66 Why should we hesitate to show our faith in the future of America by building for that future?" |