esulted. As a matter of fact, the eads either made a chum of the boy, badied to him, or ignored him, and obervation has since convinced me that hese are the attitudes of department eads toward ninety-nine out of a hunred "Sons of the Old Man." T HE above is a true instance, so I can not carry it to a dramatic conclusion and show the business, nally in Ralph's control, declining to gnominious bankruptcy. As a matter f fact, he is now secretary, has a fine ffice and an attractive stenographer, ; married and has a beautiful home, rives down in his car every morning, and attends to a few unimportant deils of the business with reasonable telligence. But just the same he has no more hance to be the splendid type of busiess man that his father is than a ilk-fed Pomeranian has to be a pit ghter. His character has been sacriced to family pride-to the false idea f the "divine right of the owner." There is another case with which I m familiar where the same result as arrived at by an entirely different rocess. The "Old Man" in this instance was f the hard-headed, narrow-minded 'pe and allowed no nonsense of any ort. Bill, the son, was tolerated in le business simply because that was le cheapest way to support him. The ld Man apparently considered him a orthless specimen and treated him ith studied contempt. Under such onditions no impressionable boy could e anything but irresponsible and iftless. Any office boy had a fairer lance. This problem is not a new one. very wise father has worried over it nd occasionally one goes so far as attempt to solve it by placing his on with his banker, broker or with me concern of whom he buys heavily. banker once told me of an amusing stance. One of his millionaire clients ked that his son be taken into the ink. "Certainly," said the banker, we will take him at the usual salary start-$15; but I must ask that for e present he stay at home, for we e short of desk room." HAVE known a lot of these young brokers and bankers. Fine fellows they certainly are- jolly, quickitted, clever, good mixers and enteriners; thoroly at ease on all social ocFisions. They have a smart jargon of Fie street and I suppose know a good eal about the intricacies of finance; it they most certainly do not measure to the standard of a successful busiess man. They have known from the art that influence rather than personability would achieve their advance THE "SON OF THE OLD MAN" How & Sciences 8 359 Labor in the Cause of Better Light XPERIMENTING side by side with the chemist who searches the rare metals for a new filament-with the spectroscopist who "puts the rainbow underthe microscope" to test a new light's quality -the physicist, the metallurgist, the engineer and workers in many fields of science labor unceasingly in our Research Laboratories at Schenectady, where MAZDA Service centers. For to better the light that you enjoy to make it brighter and even more inexpensive, is the chief mission of MAZDA Service. And so this chosen corps of experts studies and tests and experiments, day after day-searching incessantly to find and to supply to the various makers of MAZDA Lamps the newest ideas in lighting, and to direct them to the best materials and the most efficient methods of construction-so that every MAZDA Lamp, buy it where you will or when you will, may always represent the best lamp that science has developed up to that time. GENERAL ELECTRIC COMPANY. MAZDA "Not the name of a thing but the mark of a Service" from EDWIN H. LEMARE, Official Organist Panama-Pacific International Exposition The appointment of Mr. Lemare is a fitting recognition of his extraordinary musicianship, and his praise of the Angelus likewise is a fitting recognition of the unapproachable qualities that have made the Angelus the only player capable of producing every possible musical effect. Those most competent to judge are the most profuse in their praise of the artistic possibilities of the ANGELUS. Joseph Hofmann and Eugene D'Albert-Master pianists; Kocian and Kreisler Master violinists; Sembrich and DeReszke-Master vocalists; Mascagni-Master composer; Pavlowa and Lopoukowa-Premier danseuses; all who know music in its various forms and manifestations are of one mind as to the supremacy of the ANGELUS. Knabe-Angelus-Grands and Uprights Angelus Piano-An upright made expressly for the In Canada-The Gourlay-Angelus and Angelus Piano THE WILCOX & WHITE CO., Meriden, Conn. Business Established 1877 233 REGENT ST., LONDON Agencies all over the world Tycos Thermometer Most dealers sell Tycos Cabinet Ther- Taylor Instrument Companies none. Why will parents persist in the delusion that they are helping their sons by using influence to win promotion for them? It would be as reasonable to bribe the opposing players in football to yield readily to the son's languid efforts, or to send along a professional to perform the difficult shots in golf. TH HE error seems to arise from a too shallow definition of success. These parents measure success wholly by rank and salary and not at all by the development of business character and ability. They feel that when the son, with an office-boy's mental equipment, has been crowded onto the Board of Directors and made a nominal officer of the company, he is, per se, a successful business man. The father feels that he has done his duty by the boy, entirely overlooking the fact that he has deprived him of the fun of the fight, of the splendid exhilaration of grappling with opportun ity and winning. For some curious reason he dreads the thought of the son repeating his own early struggles, even tho he looks back on those struggles with infinite pride and satisfaction. This all gets back to the first proposition that a successful business man is self-made. There is but one possible chance for a boy so unfortunate as to have hanging over his future the black cloud of a successful father, and that is to shake hands with the old gentleman some invigorating October morning and go out and get a job. D OES that sound so terrible-to start the game without a handicap, back among the strong men who don't need to be coddled and helped along, but who mean to-and will-succeed because they are made of the stuff that does succeed? It must be that the young man hasn't a clear conception of how wonderful and absorbing is a business life. He must look upon it as a sort of drudgery which one must endure in order to win the delights which money brings. That is a pitifully wrong conception. You rarely find a business man wasting any time spending money-he is having too good a time making it. It would be like giving up football to play bean bag. If the boy in college had some way of learning the history of the last fifty years of business in this country: its titanic battles, revolutions, piracies feuds, intrigues, treasure islands, wild adventures and hairbreadth escapes; the slow growth of its philosophy and ethics; its statesmen and generals and buccaneers; if he could read the epics of advertizing campaigns that in a few weeks changed the mode of life and DEVELOPMENT OF A SUCCESSFUL BUSINESS MAN 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 A 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, E that comparatively few men have yet I attained in it a high proficiency. There is another phase to this "Son of I the Old Man" problem which holds perhaps a more serious menace than the 5 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 I 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. SOCIAL VALUE OF ADVERTISING W 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 desirable effect in extending the consumption of certain lines of goods, but consider that this result is overshadowed by the fact that a large a In your store Good Light In your office 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. "Good light is attractive and can be made to cost less than poor light when you know the facts." 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). 361 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 prefer ence 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. 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 cam paign 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 adver tising 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.". "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. 66 ''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 us. But we 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 1 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."" SOCIAL VALUE OF ADVERTISING NABISCO Sugar Wafers -entrancing sweets which are always and everywhere popular. Wafer confections centered with delicately flavored cream. The perfect accompaniment for every dessert. In ten-cent tins; also in twentyfive-cent tins. ANOLA -a new conception in chocolateflavored sweets. Exquisite wafers of crisped baking with chocolateflavored cream nestling between . Anola has achieved a new delight which only taste can tell -a flavor which gives immediate pleasure. In tencent tins. "Why, in thinking over my housekeep- 500 Health Questions Answered Free 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 enjoyment. The advertisement that merely offers something for sale does not interest me.' 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