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RE PE __ 1222 Central Ave, Wilmette, IIL Business Telephone. ..... Wilmette 1021 Editorial Telephone. ..... Wilmette 1920 Winnetka Oflice Telephone... Winn. 3588 SUBSCRIPTION. ....... $1.00 A YEAR Strictly in advance Address all communications to the Winnetka Weekly Talk, Wilmette, IlL Anonymous communications will be passed to the waste basket. The same applies to rejected manuscript unless return postage is enclosed. Articles for publication should reach this office by Tuesday afternoon to insure appear- ance in current issue. Resolutions of condolence, cards of thanks, obituary poetry, notices of entertainments or other "affairs~ where an admittance charge will be made or & collection taken, will be charged for at regular advertising rates. Entered in the postoffice at Winnetka, Illinois, as mail matter of the second elass. under the act of March 3, 1879. FRIDAY, JANUARY 10, 1919 Nineteen-Nineteen The year that has just opened will be a year set apart in our history for | achievement of changes which will affect our whole future. It will be a year of re-organization, a year of fruition of the efforts of those who have spent their lives for the ideals that we have tried to achieve during the months of the war. The change that will be effected during the next twelve months in Eu- rope is typified in the common mind by the changes that will be made in boundaries and the new political re- lations that will be established be- tween nations. But these will be but the visible symbol of a much more extensive reform, a change in the , social systems under which men and women shall live, new governments, new national ties, new opportunity. Weighty decisions will have to be made by every government during the reconstruction period of the next year. We shall have to determine just how far we are to go towards socialism, how much we are to take from the individual, how much we are to vest in the state. We shall have to find the way of right and justice between classes, not only in the old world where the lines of de- marcation have been not only distinct but all but We shall, here in democratic America, have to settle the dividing capitalism and socialism, find where lies justice and establish the there, and we shall have to help to establish similar conditions in those new nations that are to be born out of the war. During the four impassable. line line years and more that men have been fighting and dy- & ing to "make the world safe for de-| to mocracy"' we have been too busy work out principles that will estab- lish the democracy that we have hop- | to make safe. That is what re- mains for the Allied nations to do in ed the year now begun, a task moré difficult to accomplish than that which has been concluded by force of arms. Just as it is always more easy to tear down than to construct, so shall we find that it has been easier to destroy the civilization that has existed and developed in Europe throughout the generations than it will be to establish new conditions upon a new foundgtion. But the one venture makes essential the other and we are as much bound to help to our utmost in the reorganization of the lives of the peoples of the earth upon the new basis of national self-determination, equality of oppor- tunity for all alike, and the removal of the power of one individual or one group of individuals to plunge the world into war, as we were to bring our young strength to the rescue of those older nations of Furope which were near the break- ing point under the strain of war. The fighting has ended, but the whole benefit of the war is yet to be won. And largely it will be won in victory over ourselves, by the subor- 'dination of selfish national or class interests to the common good. Italy's Case What sort of neighbor she is to have on the eastern coast of the Adri- atic sea may well concern Italy at this time when the boundaries of states in Europe are being planned and the establishment of new pa- tions considered. Some light is shed | between | of which was the certainty of the | establishment of independent | Balkan | of the | peoples. : | Nothing apparently has been de- an cided as to the exact proportions or | {the system of government under | which the new Balkan state' shall be | established and protected until such | { | oped capacity for | and self-protection. The right | people of similar traditions and sim- lilar racial inheritance to live under |a government which satisfies their desire is to be protested and defend- ed at the peace conference. The policy of holding people of diverse ambitions and character together by of the war.Development through seli- determination is to be the policy of directing the course of the peace con- ference, even when the people con- cerned have no very definite ideas themselves as to what they wish. This pelicy of is not going to be easy to carry out. more or less concerned with the dis- position of the Balkan states and those others which have been loosely held together in the empires of Rus- sia and Austria, will offer certain difficulty. The policy that has been practiced in Europe for generations of keeping these difficult portions of the contigent harmless because of continuous internal strife will con- tinue to bear its bitter fruit in the future as in the past. A regime of education and readjustment will have to be instituted before there is likely to be any very deep peace in the quarrelsome people who are now to be united into national entities. Send Them Home and Keep Them There 4 Ta \ Among Americans there is not likely to be any clamoring against the suggestion that enemy aliens who have been interned during the period of the war, or for some part of it, | be returned to their own countries, live the remainder of their there t¢ lives. | These persons who have taken ad- vantage of the hospitality of the United States to forward the inter- ests of the enemy countries have earned little respect from the Amer- They have, well the royal ican people. on the other hand, served master by whom they were employed. They holding the cause of democracy and They have made their the and they ought to be permitted to share in the privilege of enduring whatever else their countrymen may There right against them. sacrifice for be called upon to endure. no reason for detaining them longer in a country with whose 'ideals they have shown themselves to be entire- ly and hopelessly out of sympathy. Let us send them home where they know the service they have rendered will be appreciated. And let us for- bid them ever again to set foot upon American soil. The Danger in Delay Evidently Poland believes that pos- session constitutes nine points of the law and is intent upon having in Polish hands the territory that considered tg be rightly Polish. Per- haps there is foresight and justice in the course that is being taken by the Polish army; perhaps there will re- sult only complication of the busi- ness of the peace conference. It was Germany at the conclusion of the war that suggested that the new boundaries of Europe be deter- mined by the war map at the close of hostilities. It does not require a great deal of thought on the part of any one of the Allies to see the fallacy of such argument, for such a determination of the boundaries of is hands the property of people who have no desire in the world to be subject to German domination, not the nations would leave in German; state, as well as recognition | national rights of the Slavic | | | | | | self-government | of | | tising is an investment in public good self-determination | Conflicting ambitions among nations | | Instance that, | puzzled in the beginning as to how have given service mare valuable than that of the men who have been | under arms; they have helped to | bring death to those who were up- | | building national good "Fatherland" | ; . Re { represented a total ot 1s | | duct. force is to be relegated to the past] which we have cast aside as a result | By William H. Rankin i (Chairman Newspaper Division American Association of Advertising Agencies.) Never before advertising has SO thoroughly proved itself to be exact- bility--an investment and not an ex- pense--as during the, war times now | almost past. { [ | ly what it is--an asset and not a lia-! | | | time as there shall have been devel- ! It is the contention of wise adver- | tising and business men that every | dollar expended in judicious adver- will and has, therefore, a capital value. A well advertised trade mark, for example, has a dollar value that can be definitely estimated in rela- tion to both the money invested in the advertising of the trade mark, in good will and the sales of the pro- Necetssary to Sales It is axiomatic that advertising is necessary to sales, but it has not been generally recognized until of late that advertising is more than merely a silent salesman. It more than merely a salesman. It is an invest- ment value in public good will that can be exactly determined. The government's relation to the people of the nation during the war has emphasized this point, that ad- vertising is a builder of good will the government was is most efficiently to reach the public mind for the flotation of the first lib- erty loan. Of course, the newspapers came to the front handsomely and loyally with the news. of the loan in their regular news columns. But a liberty loans, he must necessarily draw the conclusion that advertising in his mind will henceforth never be regarded as an expense, but as a defi- nite investment. In these days of reconstruction when competition is going to be much intensive than more we have ever known before--not only within our own national borders but between nation and nation--the manufacturer (or the country) that does the most intelligent, consistent, and persistent advertising is the manufacturer (or the nation) that will win supremacy out of this terrific compe- tition. And that supremacy will represent the dividends on advertis- ing investment. America unquestionably leads the world in advertising. We have made it almost an exact science and for that very reason the competition within this country is going to be even keener than in any other country. i But One Conclusion So that, there is only one conclu- sion to draw; just as a nation on the threshold of war has to prepare for military warfare, so has the manufac- turer to prepare for the competitive peace times that are at hand. And these competitive times call for a new attitude of mind in regard to adver- | sales will 2 7 Nineteen nineteen will be the great- est year in all history for "those houses who advertise intelligently, persistently and successfully--and the advertising men are ready to turn their thoughts to peace achievements in the same way which they so well served during the war. Good advertising is good salesman- ship--an investment and not an ex- pense! Portuguese Cemeteries Instead of headstones and monu- ments, the cemetery of Lisbon shows rows and rows of tiny chapels ranged in long avenues bordered by cypress trees. The Portuguese are reluctant to bury their dead out of sight, and these chapels serve as mortuaries for the coffins, which are placed on the shelves within. Through the iron grills the eye discerns small altars and flowers gleaming through the subdued light of the interiors. 4 Mr. and Mrs. Percival Hunter Erie, Pa., are the guests of Mr. and Mrs. Hoyt King, 711 Forest avenue. DR. DON C. McCOWAN Physician and Surgeon Office Prouty Bldg., Winnetka, Ill. news story is not a selling story. A news story is an expression of facts; a selling story is an expression and argument from a certain sales stand- point, and this sales story can best be told as a full page advertisement. The government fell back, as was the inevitable and logical end, on ad- vertising in the public press in order to reach the eye and brain of the public. Here again, the newspapers were mos. ..-¢'y the medium for reachino the Lilonticn of the nation. The resuit wos that intelligent, force- ful advertising helped to carry the first loan considerably over the top. So too with the secend and the others. Ads Sold Them And not only the liberty loans. but the various war drives. They. too, re- alized that the one way in which they could sell their needs was through advertising. President Wilson himself has al- wavs been a staunch believer in and a real friend of advertising and ad- vertising men. Now--with particular reference to the government liberty loan adver- tising--what did the government get back? First--It got the necessary money represented by the sale of liberty bonds. But it received far more than nere dollars. It re ount nfidence of public c¢ fro: that could not be measur in de and cents. It won and secured pub- lic good will. vertising which was done for the va- rious liberty loans represents an in- vestment for the ronment in will, which in military terms is called morale. And that good will or national morale many billions in popular loans and the COD gov of dollars 'aggressive support of the individuals and the industries of the nation, of the government's efforts to win the war. . Of course, the individual work done by bankers and salesmen, and liberty loan workers really did the big job of putting over the liberty loans, and, of course, advertising's part was to help make these men's work easier, just as manufacturers use advertising to reduce the cost of selling. Sold Billions of Bonds An investment of perhaps ten mil- lion dollars by patriotic advertisers in advertising space for the four lib- erty loans for the government helped to sell billions of dollars of liberty bonds 'and a good will interest on the part of the public represented in thirty odd million investors and an added interest in the affairs of the nation which could be secured in no other way. If any business man would take the trouble to think carefully along these lines as indicated by the govern- ment's advertising campaigns for the German domination under a new and democratic system of gov- ernment. National boundaries can- not now be determined by conquest. It is this disposition of the nations involved in the settlement of the geography of Europe and Asia that makes an early meeting of the con- ference so desirable, for delay serves no good purpose and offers oppor- tunity and temptation for com- even promising agreements and alliances that will make its work harder and, it may be, less satisfactory. In other words, the ad- | payments - no interest, tising. It requires an attitude of Telephone Winnetka 85 mind that sees clearly that an adver- |] Office hours 8 to 9--2 to 4--7 to 8 tisement is his salesman, and the : = The C B ful e Lemetery Deauti LANTED amidst nature's own beauty, man has created a beautiful park ceme- ' tery. The sunken gardens, the winding i paths, and the imposing chapel makes this i spot a vision of beauty. It is indeed a fit- LI ting fnal resting place for cur beloved ones. | M P : EMORIAL PARK ! | CEMETERY and ANNEX : y Gross Point Road and Harrison St., 15 Mils i772 of Evanston We vrant you to visit this cemetery. You will find it interesting and attractive. You should reserve for yourself a family lot--all lots in Memoria! Park are sold with full perpetual care guaranteed. Suitable easy Don't miss this coportunity. OU ARLE INVITED Y 0 / wd Todd LY A to call or write to the main office, 703 Mau nuette Bldg. <nd make appointment t> hav= one of our representa- tives call for you in an automobile to take you to and from the cemetery. No obligation. Investigate NOW! Central Cemetery Company 703 Marquette Building, Dept. 8611 Our perpetual care funds are on depos:t with the Trust Department of the Central Trust of "lincis. Chicago 7 IL PT Ge} That depositor. When you draw your means a whole check on us, the money will be here to your credit. There's no scheming or high-financing go- ing on inside our doors. We accept nothing but gilt edge collateral for our loans. Safety is the watchword WINNETKA TRUST and SAVINGS BANK Zr dr didi va dia CAPITAL $35,000.00 Formerly BANK OF M. K. MEYER Established 1894 WINTER SPECIALS $1.25 large, = PERFECTION OIL HEATERS four sizes $5.65 $6.70 $8.15 $8.50 Galvanized Snow Shovles, strengthened by strong iron braces, at before the war prices, small, 18 inch, 21 inch, $1.50 E. B. TAYLOR & CO. Winnetka, Phone Win. 999 Hood, Mason and Firestone Tires MILLERAD-ON-A-TREAD PUT ON YOUR OLD CASINGS J WINNETKA TIRE SHOP 2 0k me sminnsike Vulcanizing - Repairing 4 Monarch Perfection" Red Tubes Ea