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organizatioIn rcxains iunchangeu. The organization was founded in, 1913 by Roy M. Kirtland and bis father, the late B. F. Kirtland. The * eider Mr.,Kirtland was widely known in the advierfising fraternity throughi bis. *association of mrore« than'!thirty years. with the 'firm. of Lord and * Thomas. kirtland-Engel company is known for the service it bas rendered adver- tisers in the. agriculfural, fravel and resort, educational, radio anxd cosm e- tic flelds.. Mr. Kirtland points out, however, , that the agency does flot occupy a specialized field,. but Will continue. to expand its services f0 general advertisers,., This agency was one, of the first f0 recognize the place of radio broad- casting i-, advertising, and was the pioneer. agency in Chicago to prepare continuify and directits clients' pro- grams from Cbicago's largest staý ftions. MI. Kirtland As optinistic regarding the present general business situation in its relation to the advertising agen- cy field. -There. Is no doubt," he- says. 1'that business is flot ~only on its re- fui-n journey but thaf at is farther ad- vanced. on Its return than niany rea- lize. Its return le belng alded by prop- erly »lanned and e1eutd aertising --whiùh. Inounr estimation, .does znot include cafl.palgns of the Pretty-coPN, 4echool that rest tbeir 'cases With the~ conspnIer on the appeal of gorgeou,ý art and*Î glittering generalities. If theý Pjiblic has recelved no other benefit from the depression. il; certainly has' become wisèr ln buying. and incline4 to welgh values more carefully thit ever before. That niakes it necessary for the succe;seful advertisenent today to present strongr reason-why arguments anxd show true desirabllity. Even thc inost casual inspeetion of the adver- tising columns will show ihat this tech- nique is beng followed by the mnor- successful concerna today. Our satis.- faction with this condition comes fromi the fact that our greatest successes i. the Past have been' with accounts us-* ing national keyed copy. providinfg def- inite check< on the 'd.yt-day vyalue o. their .advçrtising.", North Shore Lin e Has Special Holiday Rates - Drastic reductions ini travel costs for the Labor Day holidays have been made visiting for five weeks with th( Mrs. S. J. -P. Straus, at b.er homnelin Charlevoix. ýer aunt, summer EUROPMEAN, PLAN PATRONIZE OUR ADVERTISERS TELEPHONE H. P. £zoo THE PMORAINE 'HOTEL HIGHLAND PARK ILLINOIs To ResidentsÈ of the North Shore: Last winter several families in Highland Park oiosed their hQuses and moved to the Moraine Hotel, and, tram the tact that they have reserved their suites .for the coming winter, we conclude that the experiment vas. a satis±'actory one. These guests t ind that it is more economical tolive in' the hotel during the ooldý months than ta maintain. a fairly large, sized house. Our vinter rates are very low .and we. cari. of fer guests ail the comt orts and conveniences of ýa f ine large country estate with the assurance of agreeable, cangenial oompany. The well known superior service of the Moraine is maintained ail winter and the menu priQeÉ have been greatly reduced and it ceurs ta us that a winter arrangement of this kind might appeal ta "The f requent service of the Northl Shore line, combined with its operation directly to the hearts of the cities served, should niake these rates espe- . cially inviting: to holiday travelers.I________________________________ __________________ Romw.LAUKK, mon.