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Good Light In your office

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thought of millions; if he could read of world markets won by Napoleonic strategy; if he could thus get some understanding of what business is, he would enter it with the fanatic zeal which drove the youth of other periods into a martial career.

ND that is the spirit a boy must

have if he is to succeed, for the

campaigning is rough and commissions are not easily won. It has been estimated that it takes ten years to learn enough about business and develop a sufficiently strong character to deserve promotion to an executive position. That probably sounds discouraging to the boy who is counting on spending his quickly-won millions at thirty; but is it not a reasonable condition?

A lawyer or doctor is not expected to get started much before thirty, and yet these professions are certainly not more difficult to learn than business. For modern business is a profession—a profession so broad and complex, demanding so high a development of character and specialized knowledge, that comparatively few men have yet attained in it a high proficiency.

There is another phase to this “Son of the Old Man” problem which holds perhaps a more serious menace than the sacrifice of individual men. Through family control this poorly equipped son is fairly certain to be in time elevated to the president of the business. Now an ornamental secretary and director can do comparatively little harm; but an incompetent president is another matter. A compiling of the records would show that an appalling proportion of failures are directly traceable to the incompetency of second-generation management.

Finally, if this discussion proves anything it most certainly demonstrates that the fellow without family, wealth or influence has a golden opportunity in business.

Good light is attractive and can be made to cost less than poor light when

you know the facts.

In your store and window, good light displays merchandise well and makes seeing easy and comfortable. Customers stay longer, and purchase more; they speak well of the store and visit it often, without always knowing why. Stores with good light have an advantage over stores with poor light.

In your office good light makes seeing easy and comfortable for everyone. Employees earn more money for you by doing more and better work with fewer mistakes, and with fewer headaches and absences due to eye-strain. You see and work better yourself.

Good light can be made to cost less (less current) than poor light when you know the facts. Macbeth-Evans Lighting Equipment

(with Alba and Decora Glassware) for stores, offices, factories, business buildings, institutions and residences, gets more and better light from the same current (saves you money). Alba and Decora Globes and Shades on Macbeth-Evans Fixtures are attractive, soften the light (take out the eye-irritation), direct it where needed (make it usable), and turn the harsh, brilliant glare of tungsten lamps into an agreeable light that is easy to see by and work by (increased efficiency).

Good Light is easy to get when you know the facts—frequently it only requires some simple changes in your equipment. The following articles on good light tell the facts.

10-Hospitals

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SOCIAL VALUE OF

ADVERTISING

W

Y 11-14

1-Homes

4-Stores 7-Hotels 2-Department Stores 5-Offices 8-Banks 11-Churches 3-Restaurants

6-Clubs 9-Theatres Find out how to get the best light for your particular purpose by sending the attached coupon for one or more of the lighting articles above. We will also

send a Portfolio of Individual Suggestions for your needs.

Send me

Individual Suggestions and

Lighting Information on Subjects

HETHER the enormous sums

spent by the American people

for advertising serve a social purpose or not has been a subject of wide disagreement among thinking people. Many professors of economics have questioned the social value of advertising. Some have gone so far as to characterize present-day advertising as "mere effrontery in puffing your wares” and to consider it largely a waste from the social standpoint. They admit that advertising has a desirable effect in extending the consumption of certain lines of goods, but consider that this result is overshadowed by the fact that a large

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majority of the advertising published tends only to persuade the consumer to purchase a particular brand of goods at a higher price, due to the added cost of advertising, in preference to another equally good brand, which is not so extensively puffed. These two considerations enter into advertising, and it is impossible to determine with any degree of accuracy the extent to which advertising serves the useful purpose of increasing wants and raising the standard of living or has the effect of simply shifting patronage from one brand of goods to another. It is certain that advertising in our modern business organization is an indispensable force. In so far as it is wasteful from a social standpoint, it is part of the price that is paid for the maintenance of a healthy competition. A monopolist could probably maintain an increase in the consumption of his goods at much less advertising and selling expense than a number of competing houses, but other considerations involved in monopoly offset the reduction in advertising and selling expense. It has been the experience of the trusts that large reductions in advertising have been attended with a decline in consumption of their goods. This is perhaps the best demonstration that advertising is a force of value to society.

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Current Opinion Scholarship Fund

The Advertisement

That Was. T IS probable that with the placing of advertising on a more scientific

and honest basis, which is now in process, advertising will be put on a plane of greater social usefulness, and advertising men will realize that they will secure greater results in the long run by making their copy educational rather, than through continual puffing of claims that can scarcely be substantiated. The claims of advertising as a force of social value are stated by Felix Orman in Printers' Ink. He quotes Mr. E. F. Gregg of the Standard Sanitary Manufacturing Company, whose recognition of the need of social value in advertising twelve years ago was perhaps the forerunner of the present spirit in advertising.

“There is one vital point I want to impress upon you: we must have this campaign do more than merely pull trade. We are after business, but we would like to have our advertising in the future serve a double purpose. Advertising that is only business-getting will not satisfy us.

.. We do not feel that our advertising will be successful unless we carry out an effective campaign of educational work, thus rendering a distinct public service while we are creating a wider demand for our products. We already have contributed a good deal to sanitary advancement in this country, and we mean to contribute a good deal more."

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SOCIAL VALUE OF ADVERTISING

363

Housewives and Business

Men on Advertising. R. ORMAN goes on to tell of the recognition of the social

value of advertising on the part of business men, housewives and others from whose opinions the following are taken:

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"For about two years the writer devoted himself to carrying on a campaign of educational publicity for the packing firms at Chicago. It was a broadly-gauged work, the purpose of which was to enlighten the housewife on certain phases of foodvalues and food-buying. This work included the publication of many stories. explaining to housewives how meats and other packing-house products could be selected and purchased and utilized to the best advantage. The work also embraced subjects that had no direct relation to the packing-houses.

“Why do you go to all this trouble and expense to tell housewives how to run their homes better, when you are not mentioning any of your specific products and not getting any direct advertising ? was a question often åsked us. And the reply from one of the advertising men of the packing firms usually was something after this fashion:

"'We are manufacturers of food products. We are appealing to the housewives of the country.

Their problems are our problems. If we can help them solve their problems, it is our duty as well as good business to do it. What helps them helps

feel that we ought to be sufficiently interested in the housewives of the country to assist them in improving their homes and generally bettering their home conditions as applied to foods. This we have done for years consistently in our advertising, and we expect to continue doing this so long as we feel we are doing good.""

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us.

But we

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“ ing, my dressmaking and every phase of my life and work during the past ten years or more, I can see how practically everything I have done has been influenced and improved by advertising.

“A lot of advertisements merely state the character of a product. They do not tell anything much that the woman may do with it. Other advertisements appeal to your interest and imagination and offer you suggestions that you can apply in your day's work.

Or an advertisement may hold out the lure of increasing the interest and happiness of your home circle by the possession of the advertised article. But it seems to me that the advertisement that wins is the one that really holds out a definite offer of something that will aid you in your work or add to your enjoy

The advertisement that merely offers something for sale does not interest me.''

The Catechism of Health contains more than 500 questions and answers relating to

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BRITISH AND AMERICAN
BUSINESS AND THE WAR
USINESS “must and will carry

These words, uttered by
David Lloyd George, Chancellor
of the Exchequer, and quoted widely
throughout England, expresses the de-
termination of the British to keep their
mills running and their people em-
ployed in spite of the difficulties which
war has imposed upon them.

In treating the British commercial situation, it must be borne in mind that Great Britain is, to a very large extent, dependent upon the outside world for raw material and foodstuff, and can purchase these materials and foods only by the sale of her manufactures abroad. Thus a large part of Great Britain's trade is with the outside world, while, in the case of the United States, a much less important fraction of our trade is with the outside world.

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There are lots of imitations, but they
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Sample size mailed for six cents in stamps.
Booklet "Beauty and Health" sent on request.
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culties which beset English business.

Examine A FREE The inconveniences which have been Sample of the Fabric the disruption of foreign exchange and and You Will Realize portance compared with the great diffithe Superiority of

MAKE STORY-WRITING TAUGHT BY

MAYL Duofold

T' Underwear

spondent of the London Economist, MEN OF IDEAS T.

Condition of Cotton

Industry.
HE British cotton situation is of

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HE practical, common-sense construction of the Duofold fab

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The two fabrics are joined by wide stitching hrough which the air circulates and keeps the -arment fresh and dry. Could anything pe more practical ? Physicians wear and endorse Duofold as the ideal underwear.

Ask your stationer

“Lancashire cotton manufacturers depend upon foreign customers to take fourfifths of their production; and the disorganization of the trade of the world, as a result of the European war, has had a serious effect upon the condition of spinners and manufacturers. ... On the whole the shipments in yarn and cloth are only about half of the same month's last year, but in view of all the circumstances of the situation, the figures are fairly satisfactory. ... Practically all outlets took less than twelve months ago, an exception being the United States, figures for that outlet being rather better than last year. As practically no fresh business is being done at the moment from Manchester, shipments must continue to dwindle. It may be said that in the chief markets of the world, supplies of manufactures of cotton goods are fairly heavy."

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BRITISII EFFORTS TO CAPTURE GERMAN TRIDE

365.

is in manufactured goods that this greatest decrease in foreign trade has occurred. Imports of manufactured goods decreased in August over 50 per cent.

It is recognized that if Great Britain's people are to be kept employed and are not to suffer bitterly from poverty, the foreign trade in manufactured goods must be revived. Writing of these August trade returns, the Economist says:

Suction stops dust dangers!

"On the whole, the decline in the volume of trade, appalling as it is, is not more than was expected, and some material improvement of the August figures is anticipated. Meanwhile we may comfort ourselves with the reflection that, as regards trade prospects, we are undoubtedly better off than any other of the countries now at war, for our navy has command of the trade routes, our great industries are assured of a ready supply of raw material, and our difficulty is unemployment instead of a depletion of our factories by a call to the colors.”

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When the school-boy or girl is recovering from contagious disease (the law ought to compel Vacuum Cleaning of every school!), the gravest danger to the other members of the family and to visitors and neighbors comes when the room is swept and dusted. Decayed. matter and organisms stirred up with the dust are so very risky for family, convalescent and callers!

With the ARCO WAND you need never see, handle or move the germ laden air, which is carried off through the iron suction pipe to big, sealed, disinfectant bucket. Where children play cr creep on floor, the ARCO

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A $150 successful stationary Cleaner The ARCO WAND is proving a great success in homes, apartments, churches, schools, stores, hotels, hospitals, restaurants, libraries, clubs, theaters, barns, garages, etc., for the past three years under most severe tests. Let us give you list of users in your locality. Seeing is believing. The machine will work and wear for many, many years. Is backed by our reputation and full guarantee. Accept no substitute! Write for free catalog. Public showrooms in all large cities.

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Capturing the Enemy's

Trade. RITISH newspapers continually refer to opportunities for Brit

ish manufacturers to take trade which would normally go to Germany. Great Britain's commercial, financial and governmental forces have set themselves vigorously at the task of capturing Germany's trade. The measures taken for the securing of German

described by Sir George Pragnell in the London System. No

lost in this matter, and if the plans do not miscarry the phrase "made in Germany” will become a myth in England:

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"The plan of the campaign to secure the lucrative foreign trade which Germany forfeits through the war was settled on the day that war was declared. It began in the City of London with a scheme for establishing a

museum of samples of German and Austrian goods exported to us by those countries, and an invitation to all the leading English manufacturers to view these samples.

“The next step was to appeal to London banks to advance money to British manufacturers on terms similar to those hitherto offered

by German banks to German manufacturers.

Our joint stock banks are perfectly safe, but not elastic enough for successful competition with

"The wholesale Textile Association then passed a resolution that every facility be offered to large wholesale British manufacturers to copy samples of popular goods which up to the war we imported from Germany in enormous quantities to the detriment of British firms and British workneople. Its associated houses have individually issued a warm invitation to their manufacturers to come and see' their ponular German 'lines.'”

Germany.

Cooperation of

Bankers.
HE paralysis of the foreign ex-

change market has offered seri

ous difficulty in the resumption of British trade. The prevalence of moratoria throughout the world has made the reestablishment of foreign exchange on a normal basis more difficult than was anticipated. The British government has taken active steps to remedy this condition and to supply British manufacturers and merchants with working capital. The government has issued legal tender notes through the Bank of England, for discounting pre-moratorium bills, both domestic and foreign. These discounts are made with the understanding that the borrower shall collect the money due on the bill as soon as possible and turn it over to the bank. The Bank of England agreed, however, if collection cannot be made, that the bank will not

press the payment of any amount not collectible until a year after the war is over.

Much criticism has been made of the action of some of the banks as lacking in public spirit, because of their unwillingness to accept foreign drafts and to extend credit liberally. It all has a familiar ring to Americans, who have been hearing much the same rriticism of American banks and

nkers expressed by the Secreta of the Treasury and others. The .utist voices this feeling as follows:

“We are sorry to say that the less wellmanaged banks did not act up to expectations. On the contrary, they have often seemed ignorant not only of their own interests but of the interests of the traders generally. We trust that they will awaken to a sense of their real duties, and to a recognition of the fact that if they do not they will be brought to account for their neglect "

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