The Syracuse Journal, Volume 6, Number 7, Syracuse, Kosciusko County, 12 June 1913 — Page 6

rTHE 3 AYRSHIRf | AND THE IRON CAR | W How a Newfangled Invention Saved 200 Lives « By C. H. CL AU DY. 7 (Copyright, by Ridgway Co.)

■!! EMORIES of a horror are | usually more highly colored than descriptions written at the time. One. might discount the story I of the storm of January 12, 1850. if it came from

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eye-witnesses, recalling at this fardistant date the blinding snow and the mountainous waves, but when the sober encyclopedia and the local histories both speak of this tremendous blizzard as of “unheard-of violence” and “beyond the power of words,” it is a fair inference that it really was remarkable as a storm, even an Atlantic winter storm. The snow was both thick and ■whirled in great clouds by a terrific gale, which parted the white flakes one minute for a gaze far to sea, only to hide the waves themselves from those on shore the next. The cold was bitter, and the wind such that men-had difficulty standing in it. To walk with a long coat or oilskins Was impossible. The sea, according to description, was “such that no boat could live, no matter what brave hearts her crew' might carry.” In this storm the British ship Ayrshire, carrying immigrants to this country, foundered and struck, two hundred yards from shore at Squan Beach, New Jersey. Government lifesaving service there w'as none at that time, such wrecking service as was done being managed by individuals and charitable organizations. The government had not yet awakened to the need of coast protection for its shipping, nor were life-saving devices perfected then as they are now. Os self-baling, self-righting and buoyant life boats there were none. No one had ever heard of power life boats. But—luckily for the two hundred and one people on the Ayrshire—one James Francis, who invented corrugated iron, had made what he termed a “life car,” which was stored in a jshed near the beach, waiting some such opportunity for demonstration The Ayrshire and the “Crazy” Car. / The life’ car was not looked upon with favor by those stout hearts which had been accustomed to brave the sea in open dories, doing what rescue work they could with Inefficient equipment and depending on high courage and strong arms to snatch live bodies from wreck and sea: it was “newtfangled;” it was a “foolish idea;” it was “not strong enough or big enough” to do the work. But on this twelfth of January not the stoutest heart that ever beat could take a dory through the breakers, nor any strength in human arms beat out to sea against such wind and waves, fio that when John Maxon, “wreck master.” proposed using the iron car, there were willing if incredulous helpers in plenty to try the forlorn hope. The car was dragged from its shed, the mortar made ready—the Lyle gun had not then been invented —and the round ball with its slender line rammed home. And if those on the shaking hulk six hundred feet away caught glimpses of activities on the “beach, it is doubtful if they had either hope of rescue or comprehension of what was being done, for it needed no mariner to say this was no ordinary Btorm. The most ignorant of immigrants must have known that his chance of reaching in safety that new country he had come so far to seek ■was small, though but a short distance remained of the oversea journey. As for knowing what they were about i—no one had ever heard of a life car at that time. But they knew on shipboard what to do with the ball and line when it came aboard, which it barely did, after several trials. It seems a peculiar coincidence that the utmost strength of powder they could exert was just so balanced by wind that the ball should ■fall directly on the deck of the Ayrshire and not short, or beyond; yet so it was, as after events proved. The light line yielded a heavier one, the heavier one hauled out a cable and .a whip. Luckily the Ayrshire was stout and strong, and had struck too far in and with too much force to pound. She was safe enough for a short time, strongly .built, and deep enough in the sind to form a firm support for the car and the ropes. One can imagine the joy of the ignorant at having communication thus established with the shore, and the added horror to captain and crew, who knew well enough that neither breeches buoy nor boat could live in that sea, cable or no cable. Nor would there be time for breeches-buoy work There were two hundred and one passengers and crew, many of them worn-

KNEW EVERYTHING WAS SAFE Tennessee Mountaineer Understood the Joke and Enlarged It With His Own Humor. Tom Jemigan, my driver, had been explaining to me how the eastern Tennessee mountaineers hated revenue officers who were on the lookout for moonshine stills, and gave some local color to his story by pointing out places where at least two had been

Oriental Traveling Courtesies. On the railway journey from Alexandria to Cairo we passed a constant stream of men, women and children, •walking along the canal banks, or on donkeys—occasionally a whole family ©n a donkey! At the railway stations men and boys in great variety of flowing robes of many colors and gaudy skullcaps or turbans came to the carriage windows with fruit, su-gar-cane and cakes of all sorts. Eggs were also popular. A man sitting opposite me bought two eggs and a lit-

en and children, and the breeches buoy takes one at a time. /.n Aerial Bean Pot. But meanwhile the life car was bent into the whip' and willing hands hauled it out. Nor was there hesitation about opening or getting into the queer contrivance—the little, flattopped, round-bellied, corrugated iron pot, that looks scarce big enough for one, yet in which seven grown people can be packed through the tiny hatch, to be shut in helpless, sardined against the iron walls, chilled to the marrow and all but suffocated with little air. Yet there, those who use the life car are safe from drowning, for though air can get in, water —in quantities, cannot.. For this is the merit of the life car: suspended from a cable and hauled back and forth by hand, it rides either over the waves, on top of the waves, or through the waves, and at times all three, one after the other. The breeches buoy drowns a man who is dragged through too much water, killing while saving him. To be safe over a bad sea, the breeches buoy must be hung high. And here on the Ayrshire, with no masts left and a two-hundred-yard pull to shore, there was no way to hang the cable high. So the little life car made its first trip under the water, invisible and smothered in foam. You can be very sure it was quickly opened when it came to the beach at last; and the cheer they gave for the seven who were hauled out, almost frozen, stiff and pale with the pallor of too close an approach of death, has left an echo wherever the iron car is used. Two Hundred Saved. Not seven only, but over two hundred, did this, the first, life car save that day. Twenty-nine trips it made through the impassable waves and the indescribable storm. For every tnp John Maxon tallied seven lives saved, save once only. That was when some man—hero who gave his place to a woman or coward afraid to wait his turn, who can say now’—mounted the top of the car after the metal hatch was closed and left the Ayrshire clinging to the hatch. No one saw him go nor knew how long he clung, buffeted and beaten, on the perilous perch. The car came in as before, with seven within,

'nJ Cn i I S The Spirit gs s I Bunker Hill |

Sooner or later every stranger who visits Boston invariably announces: “I must see Bunker Hill.” June 17 is the ideal day to gratify that wish; to correctly entertain my guests a supply of luscious chicken and ham sandwiches should be packed, with plenty of pickles and a few pieces of pie, for Charlestown —accent on the “town,” and pronounce it clearly, please—is within the “pie belt.” We climb the stately pile on Bunker Hill; attend the exercises held by some historical association; listen to the strains of that old ode sung at the dedication of the monument in 1843, when Daniel Webster delivered his famous oration; behold the parade sweep in majesty about the foot of the historic pile, and watch the sun flash in golden gleams on the renowned “Sword of Bunker Hill.” Like many another historical landmark that otherwise would have been obliterated, Bunker Hill has been preserved to posterity by the devotion of women. Where today are well-kept turf, a stately monument and joyous sightseers, in 1775 a bare summit scarred by cannon-shot, a raw, half-sodded fieldworks and low redoubt overlooked the burning churches and houses of Charlestown. Beyond from the Charles river, the British men-of-war joined the land batteries on the farther bank in the unceasing thunder of artillery, hurling death upon the men of Massachusetts Bay, Vermont and Connecticut. Due north to the very verge of the Mystic ran a weak breastwork across pasture lands and meadows, with here and there an orchard abloom with the delicate pink and white of apple, pear, cherry and quince; fields of yellowhearted, white-petalled daisies swayed in the vortex of cannon shot and the mad rush of furious charges.

shot. Tom knew that I was what I pretended to be, a mining engineer looking for coal outcrop. But we came upon a “covite,” who eyed me and my deg, which ran by the buggy, with a suspicious stare. “You-all aimin’ to git some birds?” he asked. “There’s a flock of pa’t’idges in the bottom over yon. But you-all is goin’ the wrong way.” “Nope,” answered Jernigan solemnly. “This man’s a revenue officer. That dog’s a new dog, he is—a whisky dog. When we come to a creek that

tle salt. He offered me some salt, which I declined, and all the rest of the way to Cairo he kept glancing at me as if he thought me a very illmannered person.—Christian Herald. House Cleaning Time. Wife (awakened by noise)—Oh, Tom, I hear a burglar downstairs. Hub —Well, don’t bother about him. By the time he falls over the mops, buckets and stepladders as I did when I came in he’ll wish he was somewhere else.

who told of the man who could not wait. The crowd on shore pulled and hauled on the ropes until their hands were blistered and sore: fast, fast, for the wreck was breaking up and the mass of immigrants seemed scarcely diminished on the low decks when a rift in the flying snow showed the Ayrshire’s white, shrouded form to those on shore. To drag a heavy car six hundred feet out, and then haul it home again, laden and low —no wonder their hands got sore and their arms gave out! Then John Maxoa brought his oxen into play and the two plodding beasts walked uncomplainingly back and forth, back and forth, all day long, until the car had made twenty-nine trips and every last man, woman and child on board, save the one who could not wait, were pulled by main strength from a watery grave and set on shore, cold, shaken, frightened, but safe! A Record Rescue. The life-saving service has many brilliant rescues in its history and many a hero on its rolls. But never before or since this time have so many people been rescued from so bad a wreck in so terrific a storm. And this fact was recognized at the time: that here was a happening which was likely to stand unique for hundreds of years. So the little life war, no longer hew and shapely, but dented and buffeted by wave and sand and many heavy loads of human lives, was retired from active service, its honors won in this one day’s work, and now rests, an object of curiosity and of veneration, in the United States museum at Washington, for all to see who look. The sand buried the Ayrshire, as if the ocean, cheated of its human prey, would at least take what it could. Thirty years after, the tide —perhaps the ocean forgot its vengeance!—-un covered the bones of the Ayrshire, and in them was found the ball which fell on deck, bringing the light line which spelled life for two hundred. That ball, now suitably engraved, ia one of the most, if not the most, cherished possessions of the life-saving service, which grew with the yeara and necessity into its present hugs proportions. There are still life cars in the stations of the service. For many years after this demonstration they played a big part in saving life, and probably will again. Os late years improved life boats, better facilities for erecting and using the breeches buoy, and finer life-saving methods have made its use less common. But it is always ready, the last resort of the crews when all else fails, and no matter what the conditions or how bad the storm, there is always the memory of this story and the Ayrshire—which every surfman knows —to prove that, be conditions what they may, while there is life to save and the life car to save it with, there is still hope.

Anon the orchards were full of redcoated, white-gaitered infantry; the snow-white daisies were marred by great splashes of life-blood, and the pastures strewn with patches of scarlet, where soldiers in their gay uniforms had fallen to rise no more. To the left a half-score ,of brass howitzers, posted amid brick-kilns and clay pits, sought to enfilade and sweep away the Baymen who kept the hill. Farmers, ‘sailors, fishermen, tradesmen, clad in everyday garb, armed with their homely weapons of the chase, with scarcely a flag to fight under, suffering hunger, thirst and weari ness under the broiling sun, coolly trained across the Bunker Hill breastwork the long, rusty tubes which had already heaped windrows of dead and dying men upon the fields below, where the new-mown hay still lay drying. The British lines continued to charge. “Don’t fire until you see the whites of their eyes!” The word passed down the line of set faces, and levelled guns; a moment later hoarse cries, “Fire! Fire!” rang out; a crash of triple volleys and the rattle of deadly file-firing followed. The powder failed, the provincials broke away pursued by Pitcairn’s marines—for the moment, our fathers’ hope of victory was over. Yes, visit Bunker Hill; look upon a monument erected to cherish the memory of a defeat that brought success, for Victory crowned the vanquished that day. The day set apart to commemorate the battle of Bunker Hill is exclusively a Charlestown holiday, but far wider than Boston’s “trimountains” spreads the spirit of Bunker Hill throughout a great nation christened on that day in the red blood of American freeman. —Joe Mitchel Chapple, in the National Magazine. Really Not Up to Her. A girl forced by her parents into a disagreeable match with an old man, whom she detested, when the clergyman came to that part of the service where the bride is asked if she consents to take the bridegroom for her husband, said, with great simplicity: “Oh, dear, no. sir! But you are the first person who has asked my opinion about the matter.”

dog smells it, and if there’s a still far as five miles up, he’ll p int.” The mountaineer understood. But he showed by no twinkle of his eye that the humor had lodged in him. “That’s right interestin’,” he commented. “But I was jest musin’ whether he was an applejack p’inter or a sour-mash setter. Will you gentlemen buy as much as a quart?” Still Much Room in Brazil. Brazil can accommodate many millions of people without overcrowding.

Then Some One Prayed. A number of clergymen were discussing the character of a venerable woman whom they esteemed to be wise in her generation, but a young man who was present said it struck him that she showed great lack of wisdom in one respect. “What is that, pray?” inquired an elderly gentleman. “Why ” said the young man, “she always puts out her tubs to catch soft water when it is raining hard.” And silence fell upon the assembly.

Wt A. PADfOßpfel 1

Mr. William A. Radford will adswer questions and give advice FREE OF COST on all subjects pertaining to the subject of building, for the readers of this paper. On account of his wide experience as Editor, Author and Manufacturer, he is, without doubt, the highest authority on all these subjects. Address all inquiries to William A. Radford, No. 178 West Jackson boulevard. Chicago, 111., and only •nolose two-cent stamp for reply. One of the objections sometimes made to the use of concrete in building construction is the fact that the finished surface is rough and no attempt is made to give a finish to the surface, either in the molds or after their removal. This is probably due to an idea that interfering with the surface would destroy the skin of the concrete and lessen its usefulness. Two methods are now being successfully employed, giving a finish to concrete either in molded blocks, or monolithic construction in place. The first of these methods is to apply fresh granite to the face of the mold, which gives it all the finish and durability of granite ashlar. This finishing material is ground and sifted into various sizes, several of which are employed in making the facing mixture, on the same principal as mixing aggregates so as to fill the voids. The best proportion is one of cement to three of aggregate of different sizes. A small quantity of hydrated lime is added, which on acount of its fineness, acts as a waterproofing, likewise preventing the block from sticking to the mold. The ingredients are thoroughly mixed while still dry. The face of the mold is wiped clean and dry. A thin layer of almost dry spar mixed with a little cement mixed with a little hydrated lime is spread on the plate. On top of this a half inch of ordinary mixture is spread, then a layer of rich backing and finally, the ordinary block mixture which should be tamped hard. The above method is the one used when a face down concrete block machine is used, while the reverse proccess is used with a face up machine. In this case the grit or feldspar is sifted dry on the wet cement. The spar may be pressed into the surface by running a roller over it. After it has set the surface is washed with a

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solution of one part of muriatic acid to eight of water to remove any stains. Then it is washed with clean water to remove traces of the acid. In monolithic construction the sides of the forms are plastered with about a half inch of the facing material before the filling is placed. The second method of finishing concrete surfaces is to give them an ashler like appearance by polishing the surface with carbordum bricks and water. This method is applicable to I foirc/i N ft First Floor Plan. , monolithic concrete, as the molds in which it is formed are built up of boards, which have a tendency to warp and are more or less rough. In this case the inside of the mold which forms the face of the walls is plastered with a rich material. The concrete which is to form the bank of the wall is filled in and allowed to set twentyfour hours. The molds are removed and the concrete is rubbed down with carborundum bricks. This gives a beautiful polish. Here is displayed the design of a house that could be finished in this manner at no very great expense. The concrete walls could be carried to the second floor and the balance of the structure could be of frame construction. The . house is 34 feet 6 inches wide and 34 feet long, exclusive of the porch. The porch of this house extends dear across the front, assuring good shade at almost any time of the day. One enters the house into a lam recention hall and to the left is

the fine living room which is well lighted. A large dining room is directly back of this and to the right is the kitchen. The kitchen is entered through an enclosed porch and directly available is a good sized pantry. On the second floor fire four bed ; rooms. A bathroom is also provided for. This house, if finished in the manner prescribed, will look well if built on a corner lot, as it will present an exceptionally fine appearance. It may also be added that if concrete is used in construction, the 1 _____4 H/fLL, jt 252527 wT" C7OZZ g \\ Second Floor Plan, y house will be warmer in witter and much cooler in summer than lit would be if built entirely of frame. The cost of this house is estimated at $4,500. Toot Code. Mayor Harrison of Chicago was be ing congratulated at a luncheon on his ordinance forbidding chauffeurs tc blow their horns in the crowded business sections of the city. “Chauffeurs think," he said, “that they need only blow their horns and the pedestrian will leap out of th« way. Let the chauffeurs drive with

care, remembering that the pedestrian’s right is supreme. “Why, if something isn’t soon done, the chauffeurs in their arrogance Will be getting up a horn code for the pedestrian to learn and obey—a code something like this: “One toot —Throw a quick back handspring for the sidewalk. “Two toots—Dive over the car. “Three toots —Lie down calmly; It is too late to escape; but we will go over you as easily as possible if you keep very still. “One long and two short toots— Throw yourself forward and we will save both your arms. “One short and two long toots — Throw yourself backward and one leg will be saved. “Four toots —It’s all up with you, but we promise to notify your famiiy” Wages In the Orient. Five years ago Japan and China boasted but two small steel plants. Today these two plants are employing more persons than any steel company in the world with the exception of the United States Steel corporation, and one-third as many as the latter. These companies not only supply most of the needs of their own countries, but recently captured a big order for the Philippines on which American, British and German producers were bidding. They have the ore, their plants are modern and for wages they pay less for a month than our plants pay in a day. The highest grade of workmen in a steel mill are the rollers. In China rollers are paid $4 to $6 a month, compared with $8 to $lO a day in this country. The best workmen oi China receive $6 a month, while foi the same work here an operator re ceives $260. The same ratio of comparison obtains in the common laboi of the mills, 5 to, 7 cents per day there compared with $2 per day here —Leslie’s Weekly. “Imp" and “Brat.” In the sixteenth century the word “imp” had a very different meaning from that which it bears now. One sentence of a prayer composed under Henry VIII. for general use in churches ran: “Let us pray for the preservation of the king’s most excellent majesty, and for the prosper ous success of his entirely beloved son, Edward, our prince, that most angelic imp.” The word “brat” has also changed its meaning.- A sixteenth century hymn writer, George Gascoine, refers to “Abraham’s brats, that brood of precious seed."—Londo* Chronicle.

1 /Advertising rrr-mrni»B3wa«w—ii» 1

CONSUMING PUBLIC DEMANDS THE BEST Withdrawal of Advertising Would Not Decrease Cost Because of Fewer Sales. The editor of the Peoria (Ill.) Herald Transcript recently received the following letter signed “Non-Adver-tiser:" “1 note what you say in a recent editorial about $600,000,000 or $700,000,000 being spent annually in this country for advertising. If this vast amount of money were not thus spent would not the consumer be relieved proportionately? Does not the consumer really pay the cost of advertising?" In answering the question propounded, he showed that while the consumer ultimately paid the cost of ad<vertising, the money invested was highly profitable for the merchant. “The consumer pays all costs eventually. Wages, costs of materials, fixed charges, profits and everything else come out of the consumer. The consumer never has been under the slightest delusion respecting his function as the exclusive paymaster of civilization? He also pays for advertising. “The suggestion, however, that if appropriations for advertising were suddenly withdrawn, prices of advertised commodities would be proportionately reduced, is not based upon sound principles of political economy. Prices represent values which sellers place upon their commodities. They are determined generally by the ratio between demand for and supply of commodities considered with reference to the supply of gold, furnishing a basis for credit. “Advertising stimulates the demand for commodities, and therefore the withdrawal of advertising would result in a falling off of the demand. If advertising does not increase sales, it is a good guess the progressive and successful merchants of the country would not spend millions' of dollars to hold the attention of the public. “Life is steadily becoming more complex. Standards of living are rising. The luxuries of yesterday ar® the necessities of today. People whose patronage makes a mercantile business successful want to be up-to-date, and they are willing to pay for the privilege. Years ago, a housewife would be satisfied with two kinds of soap— a crude kitchen soap and some kind of toilet article. Today, even in families of moderate means, there may be found a half dozen kinds of kitchen soaps and soap powders and as many kinds of toilet preparations. These are not absolutely necessary, but they are wanted. The demand for an article does not yield to minute analysis. The fact that the public demands and is willing to pay its money for a commodity is sufficient. "People buy the things that are advertised. This fact cannot be successfully disputed. Moreover, they have been taught to believe that merchants who advertise special sales and who keep their stock moving are in position to offer fresher goods and better bargains than the merchant who waits for ‘something to turn up’ au4 who complains because his more successful competitors are taking business away from him. “If all commodities purchased were the bare necessaries of life, extensive advertising would be of little value, but the fact cannot be downed that profits do not come from necessities; they are from the sale of things which are not actually needed for physical existence. A woman could get along without a new Easter hat, but she will not and does not. “The consuming public is becoming particular. It craves new things, and demands them in season. Herein consists the cream of the mercantile business. The newspaper brings the producer or distributor into close touch with the consumer —it is a marketmaker. “The successful merchants of today are big advertisers. They are not content to say to the ’public, ‘Our store is at 100 A street,’ but they say, ‘We will sell a certain commodity on a certain day at a certain price; we are willing to cut our profits if we can dispose of this line at once.’ The public is disposed to believe that a merchant who has nothing to say must have something to conceal. “If advertising were withdrawn, sales would fall off, standards of living would decline and prices would fall, although not proportionately to the withdrawal of advertising. The primary reason that nearly $700,000,009 is spent annually in this country for advertising is that it pays. Moreover, merchants who spend the money are experts on what pays and what does not. They are seeking new field in which to advertise, and are increasing their outlay for publicity. Non-advertising merchants are the reactionaries of business. In an earlier period they probably could be found j arguing against labor-saving ma- 1 chinery.” Discipline. If thou wouldst be happy and eaote tn thy family, above all things observe discipline. Every one in it should know their duty; and there should be a time and place for everything; and whatever else is done or omitted, be sure to begin and end with God.—William Penn. Mrs. Wood B. Highbrow in Paris. “Imagine! My husband writes me that he upbringing me a nice little Murillo from Italy! That’s why lam buying a cage.”—Le Sourire, Paris.

ADVERTISING THAT REPELS Defacing Landscape and Scenery With> Signs and Billboards Poor Way to Win Buyers. ■ One of the mysteries of adverising. is that men reputed to be shrewd I spend their good money in methods or 1 publicity that repel the very buyers i whom they are anxious to attract. A common form of such misdirected, effort is the huge billboards and signsalong railroad lines. The effect whiolx these atrocious blots upon the landscape nroduce upon many people, and especially those of the greatest, buying capactiy, is vigorously set forth by a Charleston (S. C.) paper, which, under the heading, “Down With the Vandals,” has this to say to thepoint: * , “In the west there is a widespread movement on foot to prohibit the defacement .of roadway scenery by painting advertisements on the waysfbe rocks and by building huge signs proclaiming the virtues of this and that brand of tobacco to all who pass that way. Verily, we are progressing. We are developing aesthetically and are beginning to make head against thsj barbarians. Perhaps the time may yet come when summer resorts in the garden country of the south will find those of their merchants who stick up hideous advertisements along all the roads which lead into the towns. Certainly there are already many among the summer visitors who view these’ desecrations with resentment and make up their minds straightway not to patronize the stores which are responsible for them and not to buy the tobacco the manufacturers of which have done so much to deface the scenery pf America. Hasten the day when the south as well as the west shall have no patience with the vandals.” , The feeling ‘of resentment here referred to is one shared by many Americans. Why alienate possible buyers by such crude methods when a wellworded advertisement in a newspaper will reach a larger public and create a favorable impression? With the best medium of advertising chosen the fight for business is half won. POINTERS FOR STORE CLERKS Courteous Treatment of Customers of First Importance—Code of a Pittsburgh Chain of Stores. A special service code for employe® of a Pittsburgh chain of stores contains the following: “Without customers, our store® could not exist. It therefore behooves every' employe to remember this always and to treat all customers with courtesy and careful attention. “Any member of our staff who lacks, the intelligence to interpret the feeling of good will that we hold toward our customers cannot stay in our employ very long. “Never be perky, pungent or fresh. The customer pays your salary as well as ours. He is our immediatebenefactor. “Snap judgments of men are ofttimes faulty. A man may wear a red necktie, a green vest and tan shoe® and still be a gentleman. The unpretentious man with the soft hat may - possess-the wealth of a Carnegie. A stranger in cowhide boots, broad-brim hat and rusty black clothes may bo the president of a railroad or a senator from the west. “You are advised not to be superidr or smart with any of our customers. Make everyone feel that for hi® money we want to give him the best goods and the most sincere service he ever received anywhere “Remember the value of a smile. Greet the customer with a smile and dismiss him with a smile. Each member of our staff is valuable only in proportion to his or her ability to> serve our customers.”

“What doth it profit a man if he handles the best merchandise in the world and no one but himself knows it?” Moral— Advertise.

NEWSPAPER BEST AD MEDIUM Prof. J. V. Breitwieser Gives Valuable Information to Merchants o? Colorado Springs. Newspapers are the best advertising medium in the world of commerce. In the opinion of Prof. J. V. Breitwieser of Colorado college, who addressed the retail merchants of the chamber of commerce the other night on the* subject, “The Psychology of Advertising.” He classed the street car advertising, posters, programs and other sporadic forms of publicity as useful only for special purposes and temporary results in some cases. Attention was called to the' immense sums wasted every year in the United States on ineffective advertising and of the tremendous results secured bn the other hands from skillful newspaper publicity. “Advertising is being organized In a definite way to prevent waste.” he said. “It has been estimated that the waste which could be saved by scientific advertising amounts to from 15 to 18 per cent., which means that $200,000,000 is being spent every year uselessly. The American people have the advertisement reading habit. You can’t simply say things in a dry-bones fashion and expect people to read the ad. You should never display the repelling things; an optimistic tone brings a positive reaction. The advertisement poorly written repels just as a dingy, crowded store. Tests have determined what proportions in space bring the best results.” “ Opposed to Explosives. Bobby’s “first” teeth were bad and had to be extracted. He seemed so fearful of the ordeal that his mother asked him if he did not want to take gas for ft. His eyes opened wide and he exclaimed in horror: “Take gas! I should say not! Do you think I want to be bio wed up?” Dread of the Actress. There is nothing more painful to an actress than .to appear on the stags looking as old as she really is.—Madame Judith. (