South Bend News-Times, Volume 35, Number 20, South Bend, St. Joseph County, 20 January 1918 — Page 13

Section 2

fTTT END TIM CONTENTS uu Editorial Comment School Par. Woir.&n' Section and Other fttur of General Intrert.

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NEWS

JL JUL

VOL. XXXV, NO. 20. Uini:1 SOUTH BEND, INDIANA, SUNDAY, JANUARY 20, 1918. witiall1' niTwÜ PHICE FIVE CENTS

SOUTH BEND'S BILL FOR CURRENT INFORMATION IS $60,000 A YEAR, CAREFUL SUVEY OF WHAT PEOPLE READ SHO'lVS

In childhood days did you ever participate in those earnest, thorough debates that marked the Friday afternoon f-fs'ion in thv little red schoolhouse? If so, ou will rtnitmbtr the favorite topic: "Resolved, That the influence of the home la greater than the influence of the hooP." Hvcn in that long-ago it was a hackneyed theme and yet it nerved its very useful purpose of impressing upon your rr.lnd the influences that are brought to bear upon men's lives and characters and opinions ly such forces as the home and school and church. And in later life have you ever wonderfd at the extent and power of the newer forces in national life? L'ver wondered what influence the photoplay, the hook, the magazine, or the newspaper brings to bear upon the opinions or characters of men? Statistics tell us that hut seven percent of the inhabitants of the United .States are illiterate. The estimate Is perhaps true of touth Bend as well. Therefore, 93 per ent of the people of South Bend are able to read and do read. Which means very much or very little unlera you have an idea of the vast amount of reading South Lend does every month. Considering the magazine field: Have you any idea of the number of magazines that go into the homes of South Bend people every month? There are approximately 100,000 marazlnes coming into the city every month! An average of seven magazines to every family in South Bend! Certainly this is a field of education good or had surely this great amount of reading material n-ust have some influence upon the people of the city. What do YOU read? Your morning or evening newspaper, of course, but what are the magazines that are read so avidly every month by your neighbors and mine? They are of great variety and range from the lichtest of fiction to the deepest fields of thought ami FCience. leading the field is the Saturday Evening Tost. Approximately n,r,00 copies of this popular weekly are distributed through th city every week. Of the magazines in the class of the Post (though the Curtis company may take exception to the classification! ) Colliers to the number of :0n; livery Week, 600. and the literary Digest 400. are purchased in South Bend every week. South Bend's weekly bill for these four magazines Is over $200! Recently reveral magazines formerly issued monthly have changed to weekly publications novably the AU ßtory and Argosy. The weekly rales of these two magazine at the various news-stands totals 200 for each. Of the larger monthly magazines the American cwns to he the more favored in South Bend. Fully l.EOO are purchased or come through t.e mails every month. McClure's to the amount of 500, Metropolitan, and Everybody's. 200 each, arc next in line. Ranking, in rales, with the American Magazine, are two of th Hearst publications the Cosmopolitan and Hearst's. There are about 1,500 each of these two magazines old each month. The Bed Book is bought by 400 people; the Blue Book by JOG, and the Green Book by 200. The field of all-fiction magazines is rather evenly divided among the Popular Magazine, Top-Notch. Adventure and Ainslee'F. Approximately 2Ö0 readers await the coming of thete magazines each month. Following in this class are Smith's with 100. Detective stories with 175, and Munsey'e with 125. These are the magazines of widest appeal. It would be hard to suy who buys and reads them. People in all classes of life are numbered among the readers and the proportion is o evenly divided among them that these publications cannot be said to have any particular cla.s of readers. There are, however, innumerable magazines that appeal to one particular class of people and their sales in South Bend reach surprising amounts. Probably at the head of these magazines are those that appeal to women. Outside of one or two standard publications who.-e Fales total approximately the same ;. mount month after month there is a surprising difference in the sale of every woman's magazine each :i.orth. Several newsdealers were asked the reason :nd. odd as the reason may seem, it must be true because each one advanced the same. The secret of o successful sale of a woman's magazine lies in the 1 tc'ure on thrt cover. "If T get a bunch of women's magazines in and there is an attractive picture of a 1 aby on the cover," said R. L. Gardner of the Gardner News agency when interviewed on the question, "l know they are going to sell." Uvery news agent in-t;-riewei confirmed this statement. It is the attractive pictures of babies on the covers that sell these magazines. , The Ladies' Home Journal, Woman's Home Companion and the Pictorial Review enjoy approximately an uniform sale each month. In the order named their feiles reach 1.500, 1,200 and 1,0-00 each. The others, including Hood Housekeeper. Delinerator, McCall'f. Harper's Bazar, and Modern Priscilla vacillate around the 200 mark each month. depending for their exact rales, we suppose, upon whether or not an infant mrub smiles from the cover page. Others whose ..Ves are smaller, about 50 each month. are Dei igner, Bon Ton, Fashionable Dres, Fashion Review end Mothers' Magazine. The latter, however, has a larger delivery through the mails. Ranking hih in total salen, yet of comparatively recent origin, are the motion picture magazines. Tluse publications, too, are mostly purchased by women. Approximately f0 per cent of the purchasers nre women anj of thio one of the largest news aprents estimate that half are girl in their 'teens. They want to be movie actresses," he said, slinking his head sorrowfully as if sitting in judirment upon the probabilities of these ambitions ever being realized. Photoplay seem? to be the more popular magazine in this cls Tt N purchased monthly by approximately 500 people. Motion picture sells to T.50; Picture riay to 100, rhotoplay Journal to 200 and Mot;on Hcture Clinic to 150. Motion Picture Stories. rvTovinf; Picture World and Motion Picture News vary. In their pales, between 10 and 50 each month. What else dr women buy? The news acent wa ask ed this question. In answer he walked over to a table and threw out a copy of "Snappy Stories." "Really?" asked the interviewer. "Yes, sir," replied the daler, "women buy nine out of every 10 copies of 'Snappy Stories' that I sell. and that holds pood tt.th the other magazines in that class." Questioned further he revealed that there is no particular class of women who purchase these macazine. "Often someone jtops at the door in an electric," he said, and ar-kx for 'Snappy Stories with the additional reVJest to 'wrap it up. please.' " Thre are over 50C Snippy Stories sold every two weeks and the same number of Parisiennes. Live stories and Breezy Stories to the number of 100 each i lonth are purchased with Saucy Stories and Young's Magizine slightly llow this number. What do the older people buy? Observation at various news-stand reveals that their choice is for the f-irtant:.H. higher-priced magazine. They huy HnrI . r's. S -i !!. i'. Century, Atlantic Monthly. North .American Review. Review of Reviews and World'

Work. The pales of all of these magazines total about the same. Approximately 50 of each are bought each month. Other magazines popular with the older men or women, particularly with those favored with wealth in preater or less decree, are the magazines of travel of the home. In this list comes House and -'.rden. House Beautiful, Vogue, Vanity Fair, Theater, Countryside and Travel. Usually the purchaser of these magazines steps into his limousine or electric when he leaves the news-stand. There are, however, Muite a number of young people, for the most part young marr ed people, who are numbered among the purchasers of these publications. The sales of all of those enumerated above ranks from 3 0 to 70 each nicnth with Vogue and Vanity Fair usually leading the n't. Approximately the same number of these magazines comes through the mails each month. What does the great army of workers. the men in the factories. buy? Invariably Popular Mechanics. He need not be a mechanic, there seems to be enough of the mechanical bent about men in every walk of life to attract them to this magazine. Men. however, pre the almost exclusive purchasers of this publica

-f A ' ,vV -y Vi s-.. .if.. i.'-' N A'1 Z.f:1 : : . : . . - ' V ;--f 9. ; XING GEORGE INSPECTING The Story of Their Deeds Afloat in the War Against Germany From the Records of the Navy Department (Bv IIA LP II I. PAINE) The American government has puidisiied no lists of lb number of armed merchant ships which have successfully defended themselves against submarine attack. The disasters are of course, - more sensational, a iui this information lias not I con withheld by tho navy department. A compilation of the figures will show, on the other hand, that the trained giin crews are an effective protection and that the U-boats are learning to be wary' of them. Such a report as the following is fairly typical: "A periscope was reported 5,000 yards off the port bow. It won disappeared, but two hours later the submarine appeared above water. It made no attempt to attack the ship, which promptly opened fire. Then the submarine returned it almost shot for shot. The steamer was able to move at the faster speed and soon ran out of range. It was a stern chase. The ci plain of the ship argued that the submarine had lived a torpedo and came up to observe results. Our cargo was gasoline, and it seemed wiser to crowd on steam and get away than to stay and tight it out." In every story of an American armed ship destroyed without a chance to fight the bluejackets have behaved with the fidelity which their nation has learned to expect of them. The utmost vigilance can not guard them against catastrophe. They can not tight a foo when it Is wholly unseen. In the darkness of nijrht, or at dusk and dawn, or when the soa is rough, there is no chance to descry even a glimpse of the tiny tube of a periscope. Then may come the crash and the deadly explosion that shatters the ship and sends her reeling1 to the bottom in a few- minutes. There was one tanker, the officials report of whose last voyage leaves impressions, vivid and inspiring, of the hard and hazardous service in whi-h these men of the American navy are engaged. The chief gunner, Harry Waterhouse, was promoted to warrant rank when he came home, the fourth award of the kind during the firFt half vears of the war. REPORT OF VOYAGE. The report of the voyage follows: "The steamer sailed for with two and i half million gallons of gasoline and naptha. The battery and fire control systems were tested every day. Practice shots were fired and everything functioned. Watcher were set. three men at each gun, day and nicht. Several warning messages received relatin? to location of suspected raider. No patrol boats were seen of the coast and very few off the coast. The coast was well patrolled by chasers und armed trawlers. I had to remain constantly on the bridge as it was very hard to distinguish between n submarine and a chaser. Warning of submarine activities were received by flag hoists from shore signal stations. "At we discharged the rest of the cargo and cleared all tanks. The ship's crew was given shore leve here and returned drunk and in a mutinous condition. The chief officer was attacked and the captain and police oföcials tationed aboard coold do nothing

By John Armitage-

tion. Six hundred Popular Mechanics are cold at the news-stands each month and as many more are delivered by mail. Approximately half this number buys the Popular Science Monthly and a slightly smaller number purchases the Electrical Experimenter. Fully 50 every month buy all three of these magazines. Other magazines popular with the male workers of the city are the outdoor and sporting magazines. The lict is varied and includes no less than 14 different publications. Field and Stream leads the field in popularity with 250 purchasers. Motor Age is next with about 100. The others sell to an average of 50 people and include Outdoor Life, Forest and Stream, All Outdoors. Hunter, Trader and Trapper, National Sportsman, Motor Boat, Motor Boating, ,Motor, Aerial Age, Air Service Journal, Auto Era and Flying. The graduate engineer in the factories and the business man interested in mechanics and developments in the scientific world reads the Scientific American. Nearly 100 copies of this magazine enters local homes every month. Men of families, office men, lawyers, doctors and bankers and a few women are the prominent pur M I WIK I'LH KHf M T- ' r w ..... r , . ' cWL GUN CREW.0N AMERICAN 5fflE LOOKING r ( )U Jnr UMAW 1 SUBMARIKE5 ONATOTER VÖYAOE. w'Mi the crew. The captain asked me to restore order which I did without any undue force. The gun crew unmoored the ship and stood all watches until tho crew was sober. "While homeward bound tne lookouts reported a lire light and heard voices on the starboard bow. Wo went to general quarters and made sure it was two lifeboats which had been sighted. In them we picked pp 32 men of an Italian steamer. The captain said he had been torpedoed, as well as two other ships, at 6 p. m. While in the boats they saw these other steamers sink. The lifeboats were small, overcrowded, vith only a few inches of freeboard, and would have Foon swamped. None of the men had lifebelts. Five of the crew were lost when their ship went down. Three steamers had passed the boats, but sheered off and ran at highting them. "A rough sea was running, and the weather was overcast and hazy in the early morning, when the chief officer and I standing on the bridge saw an upheaval of water and the wake of a torpedo coming for us on the starboard beam. The disturbance of the sea was about 150 to 200 yards away. The helm was put hard to starboard before the torpedo struck. BLKV LIFEBOAT TO SPLTNTETtS. "It hit just abaft my cabin, blew the starboard lifeboat to splinters, carried away the mainmast shreuds and a section of the deck, snapped off the radio wires, tore out a large section of the ship's side, and put the steering gear out of commission. Parts of the deck and other wreckage flew as far as the forecastle. "The tanks were empty and the ship went over on her beam endß in less than a minute. The two port boats were got into the water with gTeat difficulty. The navy men acted as they should. No navy man was lowered in the boats. All worked to get the boats out and lower away. In the port forward ho at I sent one man down the fall to prevent frantic members of the crew from cutting the boat adrift. When I pave the onW the navy men abandoned ship, some jumping overboard and some sliding down the "falls. They were swimming in the water, but after half an hour of hard work all hands were picked up. "The ship was turning in a circle and the engines had not been stopped. It was pome time before they stopped of their own accord and the ship lost her headway. "After the ship was hopelessly lost and the crew la tbe boats th-o ubxaarin came alongside the ViisA

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chasers of th humorous weekly publications. Life is the most popular, its sales reaching the 150 mark every month with Judge next In line with 100 and Puck with 50. Traveling men are numbered anions the purchasers of thee magazines as well as others about to start on a journey. A surprisingly large number of theatrical journals are 60ld in thia city every month. Actors and actresses sojourning in the city, people living here who have been on the stage and others who have relatives and intimate friends before the footlights are the purchasers. Nearly 100 copies of the Billboard are sold each month. The Clipper and Variety finds a little over half this many purchasers while approximately 4 0 Dramatic Mirrors are sold each month. During the past few years a great many magazines devoted solely to the interests of the younger generation have sought public favor and have invariably found a welcome. Every' magazine in his class of worth finds a ready sales in South Iend. The American Boy, one of the oldest, enjoys the largest sale. in number about 150 each month. Fully twice this many torn-? to regular subscribers through the mails. Tho others, with the number sold are Boy's Life 150, tj.

. officer's boat and asked us in Bnsrllsh the name of the vessel, her tonnage, and who her owners were. The commander was masked and wore auto goggles. He then fired two shots into the engine room to hasten the sinking and then steamed away on the surface "The captain's boat was picked up by a Spanish trawler and the chief officer's boat landed in Morocco after three days. This boat was fired on by an armed ship, 12 shells being shot at it, probably mistaking it for a submarine. The third otficer' boat was picked up by an English steamer, which was afterwards engaged by a submarine armed with two guns. The rteamer was hit twice, hut escaped by means of her smoke screen and speed. The three United States navy gunners, who haü been in the lifeboat, assisted the British gunners during the action, which lasted until the submarine had tired 26 shells. Our gunners wrc warmly praised by the captain of the vessel in his report to the admiralty. After landing they were sent home in another British steamer and Mood watch and watch with these Knglish gunners during1 the voyage. cmirp officer rcxpEnircvcnn. "The chief officer of our own tanker which was torpedoed had teen formerly a chief gunner's mate in the American navy. ITe was of preat assistance. It was also due to his seamanship and the navy style of rirging the lifeboats that we were successful In petting them away. There was only one American sailor in the forectistle and he had a dishonorable discharee from the navy. Thre were no Americans in the fireman's quarters. Th crew consisted of Orek Spaniards, Hollanders and Swedes. When the general alarm was sounded there popl-- dropped everything and few for the lifeboits. To srop th! I rave loaded pistols to the captain, the chief ofTicr, and thf chief engineer on watch." The gunner who -wrotf th rer"rt omitted to mention that the.ne lifeboat? containing his mn ard th , chip's crew were 20 miles from the niret land. By God's mercy thy managed to eonp f"urd"rir' or starvation and a fyrriri.-z brer-re r-n-blM th"?n hoist sail and so lichten the task of hendinrr it th heavy oars. They lived on the rations which wer srored In the oats against such an emercerry. a s!im allowance but ennnrh to Vrer bodv aril ti! trTir. The most grievous hardship was shortage of to' a" o. CONTXNUEI CI? PAGE SHYHNO

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Nicholas 50, John Martin' Bock C Bey ila;. zine and Youth's Companion 2 5 e&cfc. Very few faro Jonrn&Ii ro cd tn thl city. 71 only one with any appreciable mount of nalej or. tha news-stands ia the Country Gr.tl:an with tpprcvimately 600 buyers. There are fully 3 0 dilTcrent xsaaxicta old on lit news-etanda every month riatinj; iclnly to tk cru and crafts, Indufitrtal icUnc, lad and f&r.cJe and the like. Physical Culture leads tho lis; wii H9 buyers. Tho sale of all other arerafft abo-t 50 Try month and include Keith', The Bur.ffaicw, NautUlus, Camera Craft. American Photography, Ar-, lean Poultry Journal, DosdVra, Dot: Fancier, Fourth nitai. Y man Citizen, Current Opinion, Outlook, New Kepuh lie, Current History, Red Cros Magajunc and tb I dependent. There are other magazines eociini: into South Boa every month which are seldom to be found tipbvre upon the counters of news-stands. They ar odd or unusual magazines with no general appeal but ralae! ery highly by the few who purchase them. There oxw standing orders for them at various nw-stands arwt the agent orders only enough to fill thee orders. Any additional copies could never bo sold. It i interesting to note tho character of thew publications and who purchases them. One of them is Toctry, a ranch discur-cd. efteo-ttnwi ci.ssed magazine, published in Chicago. There are Jast. two people who have standing orders at various newsagents for this magazine. Who are they? We ran only guess, the agents would not toll us. rvrhapu two .school girLs aspiring to a Cennyonlan crown? Perhaps two teachers? Anyway Poetry :s their magazine and they wall swear by tt. None other win te ior them. Another magazine that claims but two rwsders ia South Bend is The Editor, a magazine published in tht interest of authors, eucceesful and aspirin?. One newsagent has a standing order for two of the maga.7ines every week and he Insists that no purchaeir 20 eagorly awaits his favorita magazine as do thw two buyers. Who ar they? "We found out in this instance as both called for the mazarine while the interviewer was in the agency. Both are aspiring writers ef fiction in South Bend, both have attained a dgreo of huccfess. Ono ia a woman whose, name has appeared as the nuthor of newspaper and mnrazinr article; t!. other a lawyer whose short etorics have appeared iit intervals in the magazines. We com now to one with a larger circulation. t'ai Irish World. Fifty people purchase it very mor.rh and where would you look to find their nfirn-s but toe roster of tho Hibernians. Likewise Lloyd's Wi;; Md!s to about a do.on buyers every week and the p ir1 . or:' of this publication are those interested 'n di;ii? over seas'. There are a number of magazines for wide!: ?hrr -.re from six to a dozer, standing orders at tho agencir---Th Hygienist claims six who nre interested in (et1rhealth and more favorable sanitary condition, svvm interested In higher salesmanship buy Salesman li'p: r. dozen newspaper and advertising men Thjv Prir-t v' Tnk: a half dozen interested in personal br-tt"-T:ir'! Mid strength of character ins!t on rrttir.tr their m;.v of Personality each month, and another half d : jrir-ot(fl in the orient find pTci;ire in tho il!u--rnfe ! rapec r,f Asia. A healthy indication of the pnfr!otim o sutb r.T.d is found in the declining sales- of Ihr- ma gazing are weekly publications printed in the Clrrrnan la?-. -g'.-Te. Tliere has been a marked fil'inr off In tl nur. 'Vor of these magazines sold since war was dn''bared between the United Ptnte a-d Irrrr.iny. The trdal of nil of tliesr papers combine. row sc.nrce'y le.iches r,on of each issue where-n it more thfli 1.0 t'O a year ago. We asked several of th nvdenlers if there tv been any appreciable influence upon m gazine buy in T and reading by the war. All replied tb.at there hd. Ihe influence has been two-fold: it hi affected Th quantity of magazines sold and it has affected the kind sol 1. The war has chansred qnite. a number of reid"Tt of liht fiction to readers of current event nnnzlncs. The average number of magazine sold remains abTi tJie same but the reader's preference has changed from th' idle fiction of a year ago to the story of the vrzr and world events. Another effeet has ! n trw exodo fi'iüi t!ie city of approximately ,?,ono r.oldiert. Vorma men are among the biirgest readers of macazlnesv rartieularly tlie fiction magazine and it i readily fjn that there must be a falling off in the ki'-x of the matrazines following the departure from the city c-t srch a large army of men. The faflrrg off s emP nsated in some degreo by parent- and frien!3 ct these men purchasing their favorite rr.imin her 1. no sending them to the reader in his field rf s-errie elsewhere. Tt is the com-er.sus of opinion that fVrnrh r.r)trr nre good majrazine readers. Tllusfrative t'ii-M is the Incident a few months 'ago when an ort side f m of agents cami Into this city and in cmrs-dng from house to house secured r.oeo pubscriptiors to rurr.t ni.'.g.izine In six weeks. A still better illu-'t ration rf the magazine's iopularity in S'o'Jth T5 r d a vtidv "f the amount of money spent in thi" city for r.T rapines. Do you realize that .outh P.end's hf!l for rriarnrrrt1 rvor; week is approximately Jl,2r,0. An ertinite btr . ijr.rin fairly accurate computations of the number ar.d priee of the var;cus mncazines ominrr rrto Sor;ti p.rd every week and eterv month dis'locs t.f f-irt fh".t fbe yeople of this rity f.p rid a litt! more th in .r.(i.nr,fl every year for the current ma. gazing. This hup s-jr.i rs Just for tho innr-sie.- rbi nre on view ever day at the n'w-?-trr.dy.---hi-8 enumerated hr-re-tofrro in this article. FV-:.Iec thr--there are a pr-at many others Fuch c triie joi:rr i'-. hot:.ce orrar.?, sclentiMC, medi'-al, abiter-tr':.', --: pjid marufaeturing irnn 'rf tint rine thro;;, -v. thnails pvrr' month to interested reader. ::ch a vast amount of reading m'it-rii! r.,er-r ,'.!.- ;. pstr-d ! v the people of thi city month nft r rr.'"-t: must have a very preat ir.fl':ftr. upon hir r-h'-. ra' - t r. their opinions, their mode and mt:nr of itvii-. It is true that a gr'at amount of miire rr-i-!:r-' done solely for plra-jre. Tr ; i - is tr-Je of y. nnd the motion picture devotee ;iS w dl. T e f r, hr. -ever, that the 5 tage nnd photoplay have .j, -f it f'uersce upon the opinions nr.d rhrm. rs .f m remains unquestioned. It i th r(nM -.f amuemer or pleasure or enjoyment thit kttr-cc rr5A j0 tv. thater t'Ut the playwright is not nr.rnir, dfil ef th--

t-icr mat navinr eiaitr-eri trie nt'nt"T ef - t .,.1 . s .1 1 r-rce he Is at liberty to present hi viw of ?;ft. ihe living .--f it t hi- audience for their cor:-idrar:'-a nni thus aff t tb ir view? in s-cme c?'ater or !(- ' pree. So t b. author through h'- ! t rv r :;.;, . :. i.uac-.tzine. i In spVndid position to alt r r-v the opinions .f i::n wd in ipw of the tn-: jr. lonthly await his writ int;., who ha:! av th.it t.e does not? The urrer.t m.i":'irit. s n.u-r ta k- tv -pl.ie het-ide tb.e h ard -. h" ;t!'d i h :r h .? staire as molders of y.i ! .! ; op:n:n. . , rent thought, as pote; this work-a-day world. f..rc .01 pT"td ut ev,

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