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A I ---- 14 WINNETKA WEEKLY TALK, SATURDAY, JUNE 10, 1922 URGES UTILITIES TO USE PAPER SPACE Leaders Advise Consistent Advertising New York:--Newspaper advertising is one of the best methods of selling public utility service, Oscar H. Fogg, secretary-manager of the American Gas Association, told members of the Gas Sales Association of New England at a recent meeting. "A generous appropriation for ad- vertising should be as indispensable an item in every gas company's budget as coal, oil and labor," said Mr. Fogg "Broadly speaking, we are merchan- disers of an indispensable service, but it should be remembered that this ser- vice has been made indispensable only after a great many years of the most painstaking effort. We are running into an era of great and we hope un- precedented business prosperity, and we shall participate in that to the ex- tent of the sales aggression that we bring into play. "We would do well to discard the thought that gas is a necessity. Only to those who know the convenience of gas service is that service a necessity. To the millions of persons who use candles, oil lamps and coal stoves, gas is not a necessity. It won't be until they have been sold. "An aggressive sales policy backed up by an equally aggressive advertis- ing program is the combination that we need. They go hand in hand. They constitute the normal way of doing business. We can't have one without the other, unless we are willing to do business on a reduced scale. "The gas industry at this time is using more newspaper advertising space than ever before. In the year 1920 for example, 140 gas company members of the association whose total annual gross sales of gas exclusive of appliances, was $98,000,000, spent $843,000 for advertising. This is about 85 cents for advertising out of every hundred dollars of gross business. We should like to see our companies ap- proximate one per cent of their annual gross receipts for this purpose. If this were done the 966 gas companies in the United States would have an annual budget of $3,800,000 for adver- tising. Add to this the splendid na- tional advertising done by a number of our progressive manufactiirers, and ____You can easily visualize {he big strides that we would make." Oullmietie Council Ball Nine Gets Pioneer Field Although Ouilmette's Knights of Co- lumbus baseball team lost Saturday's game to Father O'Connor council at New Trier Pioneer field the game was awarded to the local team at the league meeting Monday evening be- cause the visitors assigned a hurler to the mound duties who was ineligible to play under present league rules. Ouilmette and Tonti hook up Satur- day at St. Wenceclaus field, Cornelia and Lawndale avenues, Chicago. The following Saturday will witness Columbus at New Trier Pioneer field in their second tussle with the home clan. The management of the New Trier Pioneers has donated the use of that team's field to the K. of C.'s for home games and practices. Wilson's Sports Skirts Attract Women Shoppers Absolute satisfaction in sports skirts is guaranteed by the Wilson Shop, 1418 Steveng building, Chicago. Here they give you not only the best of workmanship, it is said, but they can advise you as to the latest and most modish style to suit your need. You can bring your own material to this shop or you can choose from some of the beautiful samples on display here. Wilson is at present featuring the two-toned skirt. For instance, a stunning, white flannel skirt with the pockets and panels outlined in black, finished with hand-made arrow heads. CEMENT WORK of all kinds All Work Guaranteed Contracts For lawns and landscape Gardening D. PERSIA Phone Winnetka 911 Call Mornings and Evenings Writing For Print | Vitamines "Writing For Print," Director Harry F. Harrington, of the Joseph Medill School of Journalism's new handbook is just off the press. It is a compend- ium of the fundamentals of writing and editing, written especially for those interested in the organization and conduct of the high school paper. However, it is a handy book to have around, for any one who wishes to write in the best approved newspaper style. "Director Harrington defines news as "anything that happens in which peo- ple are interested." He goes on to tell how it should be written, and how stories should be organized. Many historical tales are re-told in mnews- paper style. Examples of each type of story: Football, speeches, Interviews, feature, human interest and editorials, are given. In addition, make-up and good typography are discussed and made clear. The small volume contains many cuts, illustrating good and bad points in metropolitan and school journals. A number of illustrations show the class and pressroom work in progress at Lane Technical High school. The variety of headlines that may be used are {llustrated. Guide-post for teachers in Journal- ism occupy an important section of the volume. A complete course for the student is laid out, and includes a por- tion of the work carried on in the newspaper classes of the Medill school. Making the School Newspaper is an- other division, and no high school editor should be without it. The en- tire organization of the paper is dis- cussed, the appointment of the staff, the division of the work, the business management, the make-up of the pages and all the detail the novice should know, is included in this sec- tion, A style book and a list of sup- plementary texts and references are included. It is a handy compendium, and should be on the desk of every one in- terested in writing or publishing. CoB. K. Of All Things | In his preface to the English edi- tio of "Of All Things" which John Lane, Ltd., is bringing gut this spring, Stephen Leacock says in part: "Readers of today generally like to know something of the personal ap- pearance and personality of a new author. Benchley's case to track this curiosity to its source and kill' it, T should say that Mr. Benchley's face is one In which a high culture and an excellent education struggle in vain against a native geniality. I should also, if I followed the standard models in this sort of thing, explain that Mr. Bench- ley is an enthusiastic believer in mod- ern democracy and an ardent admirer of the constitution of the United States, which he challenges the world to improve. 'Where,' he said to me one day, swinging round in his office chair, his eye flashing with enthu- slasm, 'should we get another like it?' I should explain also, if I were at- tempting to write a preface as it should be done, that our author is a keen golfer, an ardent mountain- climber, an insatiable ozone breather and one of the most daring ski- jumpers among the editors of New York. But I don't know whether Mr. Benchley is or is not these things, but merely that he ought to be them; go I will not certify to such facts. In- gtead of such assertions I will only state as the measure and indication of Bob Benchley's personality, charm, gift of conversation, ease of social movement, and so forth, that he is one of my friends. This ought to cover the whole case." Mrs. Robert Kingery and children, 809 Pine street, returned home Sun- day from New York. AUBURN BEAUTY-SIX 7-R. Continental Motor $1695 F. O. B., FACTORY C. H. BRIGGS Evanston 140 1549 Sherman Avenue - em -- EE ----- RR: Chandler Famous for its marvelous motor ee ---- ---- Durant Just a real good car Sales & Service Earl Coal Motor Co. 1019 Davis St. Phone Ev. 578 FREDERICK A. WEIL, General Manager H. JENSEN, Superintendent WEIL DETECTIVE AGENCY, Inc. Established 1602 [City of Chicago License} Expert Confidential Service -- No Charge for Consultation Suite 800 20 EAST JACKSON BOULEVARD~--~CHICAGO Phone Wabash 5212--Night Phone Lafayette 2840 If 1 were attempting in Mr.] Have you taken your vitamines to- day? This is now the pertinent question to be considered at meal time by all those interested in the proper diet to furnish efficient upkeep for the human machine. A short time back the health obsessionists were greatly worried | about their calories. They measured them out and ate according to calory prescription. Now the vitamine is the big idea. Just what a vitamine is has not yet been definitely determined but chem- ists and dieticians know that {it is something in food, particularly vege- tables and fruits, that is a cell builder and without which food and nourish- ment are incomplete. Lack of vit- maines leads to scurvy, according to latest discoveries. Grow your own vitamines. Green vegetables--that is, vegetables eaten in particular. Dieticians agree that the widespread lettuce habit is one of raw, contain plenty of them--Ilettuce the best things that ever happened to make for healthier dieting. Cooked vegetables also contain these mysteri- ous subjects if they are not over-: cooked, too often a fault in vegetable | cooking. Another form of vitamine is found in good, real butter and milk. Cooking a fresh vegetable not too long and dressing it with real butter, or in cream, oils the human machine up with vitamines to keep it going at top speed. A vitamine garden is, in effect, a salad garden if one wants to get his needed vitamines the easiest and quickest way. NOTICE SUPERVISED PLAY SATURDAY, WINNETKA WOMAN'S Club; limited to 15 children. Ages 414 to 7. Arrangements made at Winn. 1541. TG13-1te myself, Conscientious service I am now in business for conducting the ONLY undertaking estab- ishment in Wilmette. my motto. 1124 Central Avenue WILMETTE No longer with the Western Phone Wilmette 654 is Tel. Wilmette 526 JUNE SALE On Pianos & Players Used Piano $75. PATTERSON BROS. Easy payments 828 Davis Street Evanston PAIGE JEWETT CHEVROLET SOLD AND SERVICED By TRACY HOLMES MOTOR CO. 1027 Davis St. Evanston, Ill. Phone 4903 ME EE -------- a a. ime ---- Sr---- -- -- -- Welch's Cafeteria Wilmette -- NO DELAY OUR time is valuable. X is valuable. Come to Our time us for your quick lunch. Your food will be perfectly cooked, per- fectly served. Your bill will be perfectly right in your own estima- tion. We want you to come again. Dine Today the Cafeteria Way tie*" r)}~jrarrp _ 1559 Sherman Cash Meat Market Evanston Illinois Fancy Leg of Lamb, Wb... | Pe Ib. . Lamb, Beef . Hindquarter of Spring Native Rib Roast of Beef, einige x evs 38Y50 Shoulder of Veal Roast, Shoulder of Lamb Roast, per:dhb, ........... 35% Very Best Plate Corned 121% Choice Pot Roast. ... .15V¢ Fresh Flank Steak. .....28c Fresh Brookfield Butter, 40c Fresh Calves Sweet Breads 65c¢c PER LB. steak, Genuine 1922 Fresh Dressed Broilers PER LB. 55c¢ Ib. . Fresh Dressed Broiling Chickens . .. Fancy Roasting Chickens, .26V5¢ wan dnt, 38% Very Best Sirloin Steak, Wai oii onan 400 Very Best Porterhouse We ions 005.800 Fresh Pork Loins, whole, I. . ..oisi tae 2235 50 Very Best Rib Lamb Chops, Wes: oi vie. 500 Peacock Bacon, whole slab, Jue vies na lc Very Best Round Steak, | LR UE EIGER DO YOUR MARKETING HERE AND SAVE MONEY