a Te ME . sav KING GEORGE ---- PUB- LICTTY 18 NECESSARY. Dr. Max Nordan' Deserthes It As a Vital Part of the Modern Democracy. ~ 'The value of advertising has long |? ceased to be a subject of contro- versy. Men in all walks of life now admit that publicity is a tremend- ous factor in success. It might be described as absolutely necessary to healthy life of business, whether it be the business.of a nation or an ager As long ago as 1877, ~Glad@tone said, "Corruption os must be wherever there is not ihe utmost publicity. Publicity, that is the great advantage, the great security of English public life. A number of the outstand- ing men of England were recently asked to express their opinions re- garding the value of advertising, and the pithy remarks of some- 0 them are worthy Bs attention, says an English pape The' sintement of his Majesty King George is very pig? and straight to the point. He said 'E xperience has shown that. ev en in the case of firms having an es- tablished reputation and world- wide connections, attempts to dis- continue advertising have been us- ually followed by a diminution in the sales effected, and it is net un- reasonable to assume that the neg- lect by Great Britain of one of the |. most important forms of national advertisement would bé equally de- trimental to her interests as a manufacturing country. The well-known British organizer, ohn Morgan Richards, has the fol- joa to say on the = subject: 'What is advertising?) I have often been asked. J venture to say that a complete and exhaustive re- piv to that question cannot be giv- en by any human being. 1 know Jindividual connoisseur. much more" aristocratic 'not to ring} bells, but but to wait" " "that the: faithful' arrive on their own im-|: pulse ; not to ibit creations 0 genius to the crowd, but to reveal them in the artist' sstudio to some But who dures to recommend that haughty methodinowadays?"' » A Compliment- From --_-- It is also poeta find H. nese-under Different Hammond Fyfe, . » British journal- 'Circumstances. ist, lamenting. the latk of imagioa- bias oes ena = in the advertising: done invEng:. eS and, and: 'paying the: following. com- | **° 0° seraathe: to America: "In an Ameri-|. can magazine' J' turn*to: the adver- | tising section first betause tt. is far]. more entertaifing' than the other) part. 1] am made to feel th: ant it would be to" wear rer kinds of underclothing;: to eat' dif an ferent cereals for bréakfast,-to: buy' new furniture, to' take' holl new places;. to respond: io a! hun: dred and one appeals: atkeyptively: in made to my taste' and fancies and: Mathine gims are automatic g of rifle'caliber, capable of delivering 'guickly (but enjoyably) be ruined. | a heavy, rapid fire. They are Fortunately, they are in» Americé;} tached' 'too far away. They do:not-ruin-me, therefore, but they teath nie why manufactnyérs and" shopkeepers make more money_in America' than in this country. The renson is sim: ple. They sell' more things, 'infamtry battalions, as' well ae cavalry regiments, and-in the inf trv. they render the closest' co-of ation: with their own' unit at chet final stages of the fire fight, a asa real reserve of fire in the u commander's hand, to use by 6 prise and as the crisis appre 5 so as to insure that fire suprema is gained and that. the bayonehs be brought into play, Given sur ale targets (of considerable dep hy / and close 'ranges, these weapons 4 Goase. ;capable of great. résults,- but they pee vt gota npetinrsen 'col lee inst «shall No matter whai his surroundings | gainst a shallow + may be, lie loves to have som? dumio | target. friend to pet and pamper Horse Artiflery Guns' This fact is strikingly "iNustrated: | ave: the mwet mobile sk ail guns in in the cases of the English regi-| the field. 1ey are-intende ments. It might be thought, says! éperate with 'cavalry. Natural an English paper, that, in the thick! what these guns gain in mobil of war, where soldiers carry their! they lose in power, and in the lives in their hands, they would: they are distinctly inferior to'our have few thowghts to spare for do- } powerful field artillery guns, wh ch |b mesticated animals. But that is far, are intended for co-operation: wit from the truth. Most regiments! the infantry. © By controllinng shel $---____--_ BRIT SH REGIMENTS* PETS. '" Dogs: Geats, Bears, and Even a people who shudder. at the word, Others associate it with nothing but vuigar acclaim. For my say it is the 'live wire' of all com- meree, all enterprise, all progress In every department of the world' s work. It is the 'live wire' of} thrones, of parliaments,, of repub- | lies and congresses, the 'live wire' of the bench, the bar, and the pul-| pit ; of statesmen, preachers, heroes; and poets. It is the 'live wire' of the army and navy. It i is the all- in- olusine form ot comm: ica! Voice of the Church. One famous preacher, Bishop Welldon, had the following to say: The value of advertisement has heen amply proved by experience. Whether it is in itself a good thing or not, it' is indispensable to ef- ficiency in business. For my own part TI cannot but approve it, as is the only means of bringing ata new inventions or improvements speedily aud successfully to the no- tice of purchasers who might bene- fit by them)all the world over. The wide circulation of good articles is ns much a benefit to the persons who buy them as to the firm which velis them. Nor is 't, in my opinion, at all the truth that advertisement nereases the price of the article sold; for it is easier to make many articles than few at a cheap f and profits, if they are diffused over a wide area, accumulate fast, even though the profit upon each sepa- rate article may be less than it was when the sale of the article was small. I wish good luck, therefore, te hanest advertisers' m their call- "ne The point of view of the demo- cratic literary man is expressed by Dr Max Nordau as follows: 'It's amazing how few peuple seem to be able to draw logical con clusions from patentfacts. Every- bedy agrees that thejevolution of | civilization tenteotie ard. demo racy Everywhere the number rules. Everywhere the masses out- eweigh the classes. How ts it that tt doves net strike everybody as a sruism that advertising is the un- uvuidable outcome of democracy, its obligatory corollary: In an au tocratic, soctety you unly need to impose yourself to the attention of one man or of a fey men whose authority enforees its rules on the whole com- munity. 'The eve of Louis XIV engenders masterworks," as the French flatterer said. There, ad-! vertising would be of no use. It is! necessary and sufficient to please the King. His patronage carries with it that of the nation. But, in) a democracy, a single, however ex- alted, person, or a sma!! cirete's fa- ver, would do very Jittie fer you You must impress direet the mind | of the mijlion. there : enivy one means, Advertis- ing. Of course, those who j ge ce ee we hose J yh ndui Hise Qit@cray ao tr 7e Superman may condemn advertising as vulgar. But, then, Jet them be consistent. Then they must cone mag also the chiming of chureh bells, which is tee ad¥ertisement of Divine ser- vice These must condemn the Paris salons and all art exhibitions, for they are the advertisements of art- iste au@ their vorka. It wonld be . ' \ and even an aristocratic, | And to effect this: have their pets and these pets are ; hestile infantry fire their field. gun !even more fondly eared for on the | enable the infantry to ad Geld of battle than in the barracks across the helpless zone, when: teh at home. | infantry could be fired at by hosty ake, for example, Sausage, the ; Suns without having the power ° tu | idol of the Grenadier Guards. Sau- | "espond. cage is not a pig, but a beautiful | 'In addition, pe dog, which was' picked up in i Beatle position for assault jai South Africa during the Boer war. foe y they assist the pe 2 by iThe Grenadier Guards promptly | atiering ova Bin the enemy's fell in love with him and he wen roxing ang bi ait through several éngagements with'! themee u be a ad gions a a them, being wownded ort: thor ore aed ovcasior | the field guns poe "trated. ere pr : 01 ak Ro at s brindle bulldog of the Seco ? & field, guns. Trish Rifles. Billie went right -- field pn howitzers T through the Boer war without 4] ghort, light, pieces' of mobile "bad mark to his name; but when he } Jery, 'capable of throwing a Second Royal 'Irish Rifles drilled | 'houses, and support an asswulib ug with faces as long as fiddles. When, 'til the Jast moment. Heavy however, it came out that Billie | howitzers--fring a 500- pound high: only bit in retatiation, having been | explosive shell, such as the Japa proviked by a volley of stones, the; nese used at Port Arthur--do- not) Irith Riflemen seized the excuse and: accompany an army in the field, | reinstated their favorite. , but are sent to the front when ne- The most distinguished dog the | cessary for their employment srises. atmy has ever petted was Bobby, | The material effect produced by one who went to Afghanistan with the | of their shells €xploding in afy} Second Battalion Royal Berkshiré | ania space, room, casement, Regiment. At the battle of Mai- tet is prodigious, and cover tol' wand he acted like a hero, runaing i ke cep out 'their fre is rarely worth, continually to the front and' bark- the tebor of A pele Sepa € ing furiously at the enemy, till ales i bettie hous uaare tone ut it bullet ripped the skin off his spine. | uals kann BO ened a i So oor were gi im inal Queen! as the targets are lece favo : on us re urn to Ung an is veen and the slight modern field Victoria, with her own hands, de-| a | trenchments are nvtoriously. ; corated him with the Afghan Ward oult to injure, . the darling of the army hos-| Heavy Artillery pital corps, was decorated, too. He smelt powder at Tel-el-Kebir 1sS2--and he-felt shot there, jare the most powerful and the: 9 | Yeast mobile of all forms of artil-! ' ' Los | Jery accompanying our field sarmy- | jfor he was wounded in the paw. | Their use is'to destroy defe | Such a favorite did he become that | | buildings. knock out shielded helet }the hospital! corps after the war' guns by direct hits, to deliver an jwas over bought him the Egyptian | enblade fire against part of the i , medal! and the Khedive's star. ny's position that the less pow-, ; For over a century the darling of} erful field guns can only reach With' Lae Rovai Fusiliers has been a guat.| frontal fire, and to mete out de- Ww hen one goat dies another takes | struction to the enemy's reserve he Why the Royal Fusiliers | fore they can be enga (in our service) by pairs: to ae anes hit by shrapnel bullets and Y a 4 subdue natural thus eftergy-is-concentrat- disabling the defenders, 'and panier the high-explosive' is great. success inthe open. Its : activity is too small--orly "around the' centre of im- t although it is said that 'artil- frightens more than it hits, it Bx: , that accurate ies "are very 'difficult to get, tri gh , aiction the dedd are buried Tiedly, no note being taken of iow the casualty occurred, where- B accurate rds are always of patients who undergo hos- l treatment. Thus it is proba- that the artillery is not given credit for the actual havoc it "wrought, although everyone # as té the damage the guiis e done to the nerves of the com- mts. But there can be little di bubt that the destructive effect of adern~ quick-firing field artillery ery great; and this is proved tthe ever-increasing desire to ren- Troops and entrenchments as in- ble as possible. This fact alone aks volumes as to the efficacy aa ranees of modern field ar- 1% f 1 ne eo army is ite feld aneillery, vthe other types are adjuncts ; Ssiillery arm itself is but an] er NO. CHANCE: To! yan, 8 SAYS A' COPENHAGEN CITIZEN. ---- -| Their Industrial "and Professional Fe The London Times publishes a despatch from Co pemhagen quoting "a distinguished citizen of a neu- pie country, a banker by. préfes' sid: se" jokw standing business seistione with the country required' him: to spend the past seven weeks' in Germany," where he has profés- sional connections: with Germans of eminence in politics and commerce, to show that internal conditions, as gleaned 'by him, are at complete variance with published reports. "Tt'would be a grave fallacy," said the Times' informant, "to judge German affairs by -the Ger- man newspapers of to-day. They must not only suppress what the Government does not want printed, but are required-to publish practic- ally that, and that only, which the Government lays before them. J re- fer, of course, to news and views of all serts bearing onthe war, Every- thing, for instance, tending to sug- gest that the rigors of war are slowly but surely undermining the national economical fabric is strict- ly contrabrand. It is that feature of the sitwation, naturally, which makes the liveliest anneal to the} imagination of a-business man. Realize Tragic 'Truth. | "My every-day contact with Ger- mans of my class, extending over a period of many weeks, leaves me men are under no-delusions: as! to 'what the war is dding'and will do, the'more it develops into a protract-. ed' vietoryless affair of mere give* ree or. four vast. fir jéss. Wat neither' can be said tobe even remotely cheer- ful over the ultimate prospect. Toe war has not-yet- sapped the prosper-' ity at the zenith of which: business Germany found itself three and ai half months ago. But war has" -placed that' prosperity in' terrible jeopardy. England-and'the Enemy. "S man cannot tarry jong i Germany these days without liav- ing it borne in upon him with what ferocious fury all classes'of the pup-' ulation hate England. Engiand is blamed for the collapse of the gen-' eral staff's grand plan of campaign | To judge by the language und the. headlines of the press, « stranger could hardly tell that Germany's enemies included Frauc: and Rus: sia. England is depi "ed as "the one and.only foe.' Everybody will tell you that on thro bedi ne England all German's energies ore now be- ing bent. The 'great =ettlement' iy to come with her. It his became a nidee fixe among all strata of the nation that England (organized the war and herself went inte it fur the sheer purpose of. cuining a 'feared and despiseci commercial rival. At Least 50 Years foat. "The Emperor Willis that Germany oe ) Tb -efiee soe amerge frooa firmly convinced that those of them} even a successful war set back «1 who nrist know now, realize that! least 50 years in her Sunomie de- Germary has been plunged ,into a! velopment. --s erhe are pet tragic and pathetic adventure. Even! soon forgotte the Germans the great industrialists of - Rhine-) When they oe 'the famuas dictuny land-Westphalia, though many of! above quoted. and cont=malate tie their works are occupied in the pro- | eventualities of this struggle. they duction of war materials to awhol-!eannot be blamed. | "hough, fer ly unprecedented extent, are de- gazing into the future with croubled pressed and melancholy over the | eyes."' awful struggle into which Germany has been precipated. + Delnsions of General Stuff. New Dyeing Process, The shortage of German anliing "These are men who éannot he | | des has lok ts 'aaberh oe otk being deluded 'by - official optimism and | » at 'Huddersiield Technical bluster. They are men* accustomed | College in England that have -re- to deal with facts. Nothing pte ted in the. patenting of a new them. What are s in which sulphur dyes are Jimpresses eal. facta. The General Staff told the me ot its Wonders As Set Forth got Lage to magand ae hat 'ove | paratively heavy shell at : De itisher. to the temptation of a butcher boy's! ples of elevation. Their role calves. It was-decided that Billie | search the reverse slopes of; oS _ gale are -- ee must leave the regiment--he hadj deal with redoubts. trendhe < nif 1s din aps the , | disgraced himself; and for days the! shielded field guns, villages and ge and swiftest thing in the Any description of it must seem to be' hopeless exaggeration. fIt is about one five-millionth part Fof. the current required to light a single electric lamp. To use a pie- j turesque illustration of Mr. H. N asson's, if you cool a spoonful of hot water one degree you will have telephone for ten thousand years. oil you catch the falling 'tear of a child you will have enough water power to carry your Voice from Lon. 'don to Paris. + For an idea of what the tele leslie l-system can do, we have to look to America. In spite of the fact that atowas built up largely by English- men, the telephone stands. as the|- Lone eharacteristie product of Am-. 4erican civilization. "In America they had to face and obstacles of most formidable kind. They had te traverse great forests where their -fpoles looked like vale eg er 'ithe enormous trees, They to drive off Indians who cov fiver -the bright wire for earrings and 'ices lets, and the bears whe mistook the humming of the wires for the buzz- ing of bees. and persisted in gnaw- ing down the poles."' The above' is an extract from a its place. ' are so addicted to goats it is im- | Mountain artillery ootsiat we og W fintha e bi | possible tu explain, all one can say , very light amd less powerful 4 Mr. % Goldman, ialoner . is thar goats are their tradition. A, pons: lightness is essential in thelt whe British Parliamentary "T le jgoat once went through the Mata- | case, as they have to be carried on kind Committee, ia whicl ue ibele-war with a lancer's regiment,| mules, or in some cases evenh-on P ene ining of the "h 1€ ' a | escaping without injury, though it | porters' heads, but though the guiie vabunirieselike" ane a7 tale iwas'often in the thick of the fray. The Death or Glory Boys like}? | bears. Until a few years ago they had a large black and white bruin, but she turned nasty and was con- | fined to-a eage in the Dublin zoo. ; A Canadian bear was once the pride of the King's Own. An Irish- man was supposed to be in charge of the anima!, but perhaps it woul a unition--uee ; be more accurate to say that the - anima! was in charge of the Irish- shell, 'the mankiller ; whilé our how- man, for he used to watch over the jare light they fire a comparatively: vy shell. Mountain artillery}? . mountainous country which: forms part of the present t 2 of war, doubtless these guns will play a useful part. AH the guns mentioned--e ! the -- guns; which na' rst, Irishman when asleep ahd nobody yas _pemitted - te to disturb ° the sol- eer a Aer timapes is fred salir aes the dter s slumbers. troops. the : e terial Peter was a goose oe 'belonged | damage it does to a parapet is inf. to the Coldstream Guards. is re-| nitesimal, while even a reek ti giment never went anywhere with- hout him, and he accomnanied it to Canada. When the Guards came back to London the mob was amaz- it inflict little damage. On the pees hand, a shrapnel hitting a wall will usually penetrate before bursting, 6 ed to see them marching through} and if it is then inside a room the streets headed hy a strutting reléasing of its 200 bullets~ goose ! ' have disastrous effects on the gar =| whole poplgtio ap inder arms. phone arrangements in Great Brit- ain, an gives their hiftory at length. Record fer Volunteers, The far-away island of Lewis has surely created a recordin the mat-' Tter of volunteering for service. A | correspondent of a Scottish news- paper points out that during the Bret week practically all the men on the island anawered the call to take up arms ib one or other branch of.the service. One in eight of the of 28,000 is already ft the whole Suntry contributed proportionately to 'the services, we should have to-day be- tween five and six million men in arms. The island of Lewis and its e | neighbor, the island of Skye, have a long military tradition which | as- =i dates from the elder Pitt. "| Boom eer of: released sufficient energy to run a]. industry, who in & leas fas this: ash France' within. three weeks, then wheel' about and deliver 'Russia.a knock- out blow before shé hae Had time to complete her mobilization. Bel-, gium will offer only the resistance of sullenness. England will not 'come in' at all. The German Gov- eroment had the positive assurance of leading Englishmen to that ef- fect. Not a single one of the Gen- eral Staff's objectives had 'been at- tamed. Checkmated in all direc- tions. Germany has little but 'an enormous death roll to counterbal- ance the terrific effort the first 100 days of war have-cost her, Rnined Coamercially. These are the immuntable thing's which thinking 'business Germans see and know' They know more than that, thanks to a very farsee- ing and economie and financial or- ganization, their trade a com- merce have thus far--barring the annihilation of the German merch- 'ant marine--been dislocated per-' haps to no-greater extent than the trade and commerce of their ene- mies.- They look across'the Atlan- tie and see that even America, as could not be otherwise in a truly world-war, feels the blight of Eu- rope and Asia's colossal blood-let- ting. But what German industrial | leaders also realize is that prolong- ation of the war inte months and years must spell eventual ruin. Pressure of Facts. "T could see no traces that Ger- many, as yet, has actually felt the effect of her great adventure. But the cumulative effect of the condi- tions which war brings, especially now that intelligent Germans know it is to be a prolonged struggle. is measured at its full value. It is be- coming increasingly plain to 'them that they cannot win. How can they? A military nation train from -the cradle up to believe in the might of numbers must, viewed merely from that standpoint, now eee that the odds are overwhelming- ly against them. They Know. "Men like Ballin and Heineken, whose liners have been swept from the seas as if 'by some all-devastat- ing hurricane ; people like the tex- tile magnates of Westphalia and Saxony, whose looms are silent when no more American cotton cao be imported; iron masters like Krupn, Thyssen, and Stinnes, elec- trical magnates like egg ag and the Siemens-Schuckerts, who- know what uninterrupted supplies of staple rawstuffs from abroad" such copper and petroleum mean; bankers like von Gwinner and Fur-{ oces rey Sulphur dyés ars the cheap- est. series in the market, and it had . ieee been found that by the new proses ? of a ool and silk nd" artificial silk material, to) r pieces, A lo 1 ne ee dyes are exclusive: ly used for cotton fabrics. Presen process wi ex- cept that copper fittings annet be used, and it is stated whut the pro cess can be learned by a competent dyer'in half a day. ps ; Rewards of Merit. |» ~"When a man -deatroysa 100 lives they give him a duk itde» om." "Well?" "And when a man saves 600 Lives they give him a pewter medal Can Pat }¢ Of". First" Soldier--If ; vou really Se- lieve you won't die until your time 'comes, why do you dodge avery bul- let that comes along?' Second Soldier--B-cause my tinte won't come so long 2s [um abie ta dodge 'em. Followed Instructiana. Mamma--Jobnny. see fhat von give Ethel the lien'= ehar+ hat orange. Johnny--Yes'm, i : Ethel--Mamma, Fe 'inea't zven me any. Johnny~-Well, that's oa ght ; Lions don' t eat oranges. } He Needed Mare Time. "Say, have you fa ungobten that you owe me a hundred dotlars ©? "No, not vet; eidh gine." * Poor LG uch. "So you are a hunter, "The license says su,'? responded the disgruntled spur sina Daa nothing else to stihsiankiate the claim."' You can buy a taing cheap [fF there are no ether hiddders, Every girk ought to dus tak fishing for comp pour way to Jand a huss "Who were the f fuolish Virgina ?? asked a teacher of -3 Sittle girl. who weren't in time to be married," said the little daughter of Eve. : Mrs. Crabshaw-~ Why duin i you tell me before 1, marned you that you were never heia before smid- ht?' Grabshaw---'[ thought you k w it, my dear. I used to be around in your piace ab lote-as that nearly every night."' "There is ne pocasion foryou admitted Dismal Daw 800, "Dut the, difficulty with me is that T aint got, anything else."' credits at home and sbrosd ies : envy me, " said the prosperous per- son. "I have as maty troubles 4a. ; i you.' 'I s'pose ve have mister, :