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WINNETKA TALK May 26, 1928 orm ri oA Lh J pr "KEEPS THE FOOT WELL" SUMMER FOOTWEAR The Lucille Featured in Toyo Cloth, a neat cool shoe for hot SHOE weather. ERVER STORE 630 Church Street Near Orrington THR ARCH PRESE Fiore Nursery Stock Is Thoroughly Acclimated Trees and shrubs obtained through the Charles Fiore organization come to you direct from our own Nur- series here on the north shore. Therefore they are perfectly and properly acclimated--they undergo no critical period of adaptation to local temperature, weather and soil conditions. We shall be pleased to offer our suggestions for the beautifying of your home grounds. There are no obligations attached to our estimates. OUR CATALOG GLADLY SENT ON REQUEST Telephone Highland Park 523 he IALISTS IN Can Gardening Prairie Avenue HIGHWOOD, ILLINOIS W.C.T.U. MEETING The W.C.T.U. of Wilmette and Winnetka will hold the last meeting of the season on May 28, at the home of Mrs. William Cary, 883 Oak street. Luncheon will be served at 1 o'clock and this will be an entirely social meeting. It is being held on the last Monday of May instead of the first week in June because Mrs. R. L. Varley of Wilmette, the president of the organization, is going away. Mrs. Walter Launder of Oxford road, Kenilworth, entertained her luncheon and sewing club on Monday of this week. Mrs. Launder is plan- ning to spend August at the Lake Placid club, Lake Placid, N. Y. OPENING SPECIAL All Children Smile for Bernie 6 Miniature S$ 5 Photographs Better Pictures Better Values BERNIE STUDIO Now in Our New Home 1623 Sherman Avenue (Opposite Postoffice) Phone University 8998 GIVES AD EXPERIENCE Miss McCleery Tells How Hospital Met Its Merchandising Problem Evanston hospital as a business in- stitution with merchandising problems is described in the May 17 issue of Printer's Ink by Ada Belle McCleery, superintendent of the hospital. She tells the story of that institution's ad- vertising activities preceding Hospital Sunday this year to show how con- sumer acceptance was gained. In order to correct erroneous im- pressions prevalent among the FEvans- ton public and that of the towns to the north, she states, "we set out on a deliberate campaign to establish con- sumer acceptance for the hospital, fol- lowing the same basic methods that would be used in performing a similar service for a piece of branded mer- chandise or a manufacturing estab- lishment." This advertising attempted to convey the idea that instead of the Hospital day campaign being primarily for the Evanston hospital it was something for the advancement and conservation of the city's health, states Miss Mec- Cleery's article. How much the hos- pital means to the average citizen, that it belongs to the community, what its services are--these facts were in the advertising, told in such a way that a condition would be created wherein people wanted to contribute, the ar- ticle asserts. In advertising phraseology Miss Mc- Cleery states, " . we first estab- lish acceptance for the product and thus bring about a condition wherein people are able to contribute intelli- gently and willingly . SOPHOMORES GIVE PICNIC The Sophomore class of Mallinck- rodt High school entertained the eighth grade girls of Sacred Heart school of Hubbard Woods and St. Joseph's school of Wilmette on Wed- nesday afternoon. The features of the entertainment were a picnic and games on the grounds and a program in the gymnasium. Mary English and Cath- erine Weis gave a dancing number and Marie Klapperich spoke. Ice cream was served before the visiting pupils departed. Now- at the LowesTPrICE of the season Select your Fuel for next winter NOW Order Chicago Solvay Coke at the Lowest Price of the Season this Month CHI CAGO Solvay Coke Order from your dealer--