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WBBIPHWilP is IS&l mrmmmmmmr*mmmm NEWSPAPER BEST MEDIUM FOR ADS Says Mineralava â- â- â- ^vfesProv** III Last month the financial depart- ment of the New York Sun made the announcement , that Vivaudou, Inc., had become the exclusive selling agent for the product of the Minera- lava company for the next .twenty- one years and that under this con- tract $1,000,000 a year would be ex- pended for advertising, the greater part of it in the newspapers, as much of its success in distrubiting the pro- duct has been due to newspaper ad- vertising, exhaustive tests having convinced them that they will ^ get quickerâ€"and better returns from jtter returns newspaper campaigns in the cities and towns than would be possible through any other mediums. A. J. Karr, secretary of Scott's ^lineralava company, in Newspaper- dbnv thus describes his experience extending over a few short months. Ads Big Impetus There has never been any difficul- ty in inducing men who regard it as a public duty to make two advertise- ments grow where only one grew be- fore, to indulge in generalities, which really glitterr about tireâ€"tremendous economic and social value of adver- tising. Even by generalities it has been easy for any enthusiastic ad- vertising man to prove what a big impetus advertising has given to merchandising; it has not been dif- ficult even, to convince the general public that through national adver- tising we have"* been able to create cooperative buying, so that by in- creasing the volume of output the cost of many given articles have thereby been-reduced to all con sum-„ er's, so that every penny spent for advertising has been.in effect, spent ___io_r the ....consumer's, benefit. But I think that it might be wise, for once, to leave generalities be- hind and to bring forward one spe- cific instance of the value of adver- 'tisingâ€" so-r^lain, so undeniable-that "he who runs may read." Let us take the preparation put on the market by Scott's prepara- tions, Inc., and distributed through the firm of Victor Vivaudou, Inc. It was twenty-three years ago that Mineralava Beauty Clay was first used^by Mr*.~M. G. Scott in herr-Qhi-^ cago beauty parlor. It was found so effective by those who submitted in the Mineralava face treatments that as high as $15 and $20 was~eharged for a single treatment. Interest in j| the product grew largely by word of * mouth advertising and no other, un- til Scott's Preparation's, Inc., took hold of and decided to give the gen- eral public a chance to try Minera- lava at a reasonable cost. The first adequate advertisement of thjp product was published Sep- tember 18, 1921. It was in the nature of a "feeler" and only a small amount of money was spent in making the product known, up until May 1922, when the company decided that the interest already displayed, warrant- ed greater efforts. So in May, 1922, ----starting wtrtr-iuH page~"luld~TioubIe page newspaper spreads, there began a campaign of Jiigh-classJ_adyertising ^Hirthe newspapers of many cities an in the best magazines of national and international circulation. V By leaps and bounds the sales and use of Mineralava Beauty Clay* which for twenty-three years had been inert and lifeless, jumped to the front. Within a period of eight months intensive advertising the sales of Mineralava Beauty Clay had „_Jmo.unted to a point-whey #in excess of $250,000 a month. Com- • •* plete distribution, had been effected ^solely through advertising, so that jthe product was and is now on sale at 33,000 drug stores throughout the ;country and is now for sale in 96Y2 {percent of all department stores •which have toilet-goods counters. [And as -the advertising persists, •finds new media and ever wider cir- jculation, it is becoming harder every jday for Scott's Preparations, Inc., ;to keep pace with the demand, with jan adequate force of salesmen. To- ;day the active sales force numbers 242 salesmen. â- " .. "L" ROAD TO EFFECT w$ North shore patrons of the Chicago Elevated railways will be interested to learn that more than $3^00,000 is to be spent by the Chicago Elevated railroads during 1923 on an7 improve- ment from program, according to a report • company offices. *Qf this amount $2,1400,000 is to purchase 105 new cars, the first of which are ex- pected to be received in May.â€"An- other $496,500 will be used for the extension of "L" platforms on the north-south line to accomodate eight car trains^^fo^ lEoghFc^r tram'lsw tablished on the Evanston-Jackson Park line. All new stations north of Wilson avenue have been con- structed to accomodate eight car trains, but these cannot be utilized until express stop stations south of Wilson avenue and those on the south side are extended. ::tS^-^ The new uptown union station at Wilson avenue, the estimated cost o which is $155,000, is expected to be ready for use early in the summer. Express train tracks are to be con- structed between the Wilson and Lawrence avenue stations CALLS PROBE IN RUBBER A WASH Leader in Industry Explains Situation "The recent decision of the Gov- ernment to spend $500,000 for an in- vestigation' of the crude rubber sit- uation means a plain waste of that much of the people's money,"declar- .glLMliam Q'Neil vice president a general manager of The General Tire and Rubber company in a statement this week. Mr. O'Neill is a director of the American Rubber association, has given the subject careful study and is a member of the committee of four American rubber men who re- I THE GREAT WHITE WAY More than 1,000,000 lamps burn nightly to-iHtmrinate..the 9,577 electric signs along Broadway and in other parts of New Ybrlk,.;J^ijty,.,,,a..ccc!t,,ding- to a recent, survey^ :;^^^:§§^:0;-: j- The number of electric signs ih-4he jcountry is estimated at 250,000 and Ifif teen million electric lamps are ^heeded to illuminate them. The Jarg- ^sOelejctjricI^sign^initfiieCountry ir jstudaed with 20,000 lamps and Hie smallest uses but one miniature bulbr {The average number of electric lights Jto the sign is. sixty. ^^"â- â- â- â- ^M'-^C^ â-  ^L m as CljUCACO^ AES^AFRICArâ€" ^Africa ibis less" than one-fifth feiny telephbheS ""as~ Chicago.~ jtotal is 102,206, or ^ne- for every thousand people on that continent. â- eently conferred with the represent atives of the British rubber growers. His statement in part, follows: "Much as every American would like to see the production of crude rubber dominated by Americans, and all the rubber necessary for Amer- ican use grown under the American flag,^the fact remains that it -is not practical as an economic proposition. The subject has long since been in- vestigated very carefully and thor- oughly, and the results are available in dozens of responsible places, so that the recent decision of the Gov- ernment to spend $500,000 for "in- vestigation" means a plain waste of that much of the people'si moneyr " "This refers of course to the high- est grade rubber, hevea, of which Great Britain grows" a1)Tratr70_peT~cenT of the world's supply, on the Malay Peninsula, and of which the United States uses the greater part. Hevea rubber is a native of Brazil, and was transplanted across the world, in planation form, over ten years ago, when the Brazilian Government, which then had a monopoly, heldits^supply aHcTTan the- priceiip toT$3 a"~p6und. Supply WorW» Needs â-  V The DutcJauJiave devgjogejj/ other antationsniot~far from the British" rubber territory, so that the two now supply practically all the world's needs, and the output f of original Brazilian rubber is now negligible. "There is in fact an overproduction of crude rubber at the present time and the development of an American enterprise for rubber growing, a* now proposed, would only make an more to. The Philippine Islands are suggest- ed for the proposed American plan- tations. Rubber men generally are agreed that Philippine rubber is not as good as that grown in Brazil or the Malay periinsula^H|[Climatci and soil have a great deal to do with this. It is also well known that even if Philippine rubber were as satisfac- tory as that grown in the Federated Malay States or Java, it would be necessary to use ten-cent-a-day coolie labor in American possessions to pro- duce it at a competitive price. The changes necessary in our immigration and labor laws to make that possible hold startling and dangerous possib- ilities. -"Most American&^Xthink. prefer to have telTcent labor working for Great Britain or Holland rather than under the Stars and Stripes. There is not much more hope on the American continent ritselff*!- High grade rubber cannot be growiri n the United States, If we encourage "Brazil, "m South America^ that is .v.'au foreign country, and rubber men have hot ^forgotten rubber ^m A statement of facts from the firm of *- McGarry &' Coft^the ciHzenMf^mSim^^^ 1900 we. laid ff ;1^ ;i%w $i,2ioM| Ifork |vas supervised by Village engineers and] accepted by the Village Bo^^Wanr^te fof flip ^meiit^f.;;ihe.^ But tHe courts, finding a technical flaw in the p|di-| nances, declared them void. :^T^PIl^;tl|p tf^^S lost the legal pqWer to pay x>ur Mil, and after ^ years are still legally ^ credit of/ Wifc] Injured by warrants issued bu|fuiPl ;ltll" mettels paid. Pn April 17, at the Spring Mection there witt WsMMSk pear on the l^P^^MptS^MSf^^^^^^^- A, â- â-  â-  .fe â-  YES "•â- â-  X ;-&fe NO â€"--Shali the Village Board pay from its general funds to JOHN AfgMcGARRY and HARRY FOWLER the amount due them, without interest, amountingbio $4,210.3iNfdr sidewalks^laid W them 1^ in the Village of Wilmette in 1900-1901 under ordi- nances afterwards held to be void, for which work they have never been paid?" â- '. â- ]'-i?lM?^-J?%$M$M Evanston and W bills of[exactly â- ^d^-the same nati4refid::::^^^^^^^ Wjefeel sure that the people pj^^ will see the /â- :â-  â- â-  justice of dtirMa^im ::;:.:;:'-;:i:^"illS18 mm ^ia Warn ............ ^^8 f§0lm$ AROUND â€"There are ^JlOfr Tnties~T3t electric railway lines in the United States, Its j providing transportation for the pub- -â€" licIi-^This trackage jwould_ encircle the earth twice. ^â€"„;^ ;-^- _;^ :-j ii^iiiS-i S^ft'tlJY^ili^k ^-ifSi^ '-Itt'"':! mAMh